How to Create Emails for Your Product Launch [Outline + Examples]

A compelling email announcement builds awareness and expectations around your new launch. It’s an underrated yet effective method to alert your internal and external stakeholders of a new product.

Abdul Wahab

Abdul Wahab

· 9 min read
How to Create Emails for Your Product Launch [Outline + Examples]

Your product is developed, tested, and ready for the world. The next step is announcing it, which is almost as challenging as creating a fantastic new product. Lots of great products fail because of a crummy release. So, whether you’re a startup or an established player, a new product launch is critical.

The more audiences are anticipating your new product or feature, the better your sales. A major part of a good marketing strategy is curating convincing product launch emails.

A compelling email announcement builds awareness and expectations around your new launch. It’s an underrated yet effective method to alert your internal and external stakeholders of a new product. This email communicates vital information about the product and highlights its usefulness in a potential customer’s business/life.

But the reality is, our business and personal email inboxes are always flooded. Your email needs to be good enough to pique audiences’ interest to open your product launch email from the sea of unread emails. Here’s a complete guide to help you create an effective product launch email and get people excited about your product before release.

What Is a Product Launch Email

Whenever a company creates a new product, it updates all its existing and prospective subscribers or customers with a product launch email. The email entails just enough details about the upcoming product or service to spark the reader’s interest and boost awareness.

The idea is to give an insight into how the new launch can benefit customers. A good product launch email entices readers to visualize how this new offering will solve their problems and compels them to give it a chance. The goal is not just to build anticipation and attract new customers, but it’s also to win back passive clients.

This email is sent to the email list of a target audience. Email marketing for a product launch helps you reach a huge number, thousands or even millions, of people within seconds. Plus, it costs you nothing.

Types of Product Launch Emails

It might not seem like it, but product launch marketing is an extensive, multi-staged process. Each email has a different purpose and tone but they all work toward the same goal – product visibility. Here’s a brief overview of different types of product launch examples:

  • Product Launch Email: This email announces that your product is ready to go. It’s written in a bold, rousing tone with highlights of the product.
  • Feature Announcement Email: This message announces a new feature, upgrade, or new cool functionality added to your product. It’s targeted at current and potential users of the product.
  • Pre-order Sign-up Email: It alerts people something new is coming and they have a chance to get a first piece of the action – guarantee receipt of your product. The goal is to build hype and gauge public interest in your new product by the response.
  • Future, Special, or Seasonal Sales Email: Make the customer aware of an upcoming sale, special pricing, etc., upon release.
  • Event Invitation Email: An effective way to engage your audience and promote your new offering is to conduct events, online and in person. This email invites people for a webinar or launch party.

How to Write a Product Launch Email

There is no standard format for a product launch email, all we have are some fundamentals that you must remember when crafting one. Every product launch email contains the standard subject line, body copy, and a CTA.

You can play around with this basic structure, but only if you’re confident in what you’re doing. If you’re a start-up, it’s better to stick with these rules.

Write A Catchy Subject Line

Everything depends on how engaging your subject line is because the first step is to get people to open the email. Your product launch email subject line should grab attention at a glance and needs to stand out amidst hundreds of emails in an inbox.

33% of email recipients open emails based on an attractive subject line, according to research. Yours could be one if you craft a good subject line.

To make it intriguing:

  • Keep it short, no more than 50 characters
  • Write, concisely, and impactfully to summarize
  • Use active voice
  • Don’t make it funny or tiresome. Find a balance, maybe use emojis to stand out (if it goes with your brand vibe)
  • Convey urgency subtly, such as saying “Don’t miss out”
  • Write a few and test various combinations or your top picks with family, friends, and colleagues
  • Use A/B testing to figure out if different subject lines affect the open rates

Don’t Forget the Preview Text

Preview text follows the subject line and appears in a slightly faded font in an unread email. It is often ignored but holds a lot more importance than the subject line. This line is your hook. Make it relevant to the reader by personalizing it, or addressing your customer’s pain points.  

Preview text should captivate customers to stop and open the email when they skim over their inboxes. For example, Amplitude sent its product launch announcement email with the subject line “Will you disrupt – or be disrupted?” that grabs readers’ attention as they try to pick one, disrupt or be disrupted.

Then comes the preview text, giving more context about the release.

High-Quality Product Image

After your engaging subject line has convinced the reader to click open your email, the first thing they notice is the visuals. The colors, font, and design of this image should maintain interest and feed on the curiosity you built with the opening line.

The purpose of adding imagery is not just to make the email more appealing, it acts as a visual aid to deliver information faster than a text-only email. The picture should back up your content – it could be an image, video, GIF, or other graphics in the email that reiterates your product and a CTA.

A good example is this Fitbit pre-order email. It clearly shows the product, lists the benefits, lures readers with an exclusive membership, and has CTA and share buttons at the end.

Fitbit pre-order email.

Keep the Email Body Engaging

People are busy. Keep the email short and sweet. According to Campaign Monitor, your email content should ideally be somewhere between 50 to 125 words.

Take this space to highlight why your product was created – inspiration, story, or the problem it solves –, who can use it, and when it is launching. Break down the key features of the product concisely, and explain how it works. If there are any user limitations or expectations, mention them very briefly.

You can also include links for more detailed information, such as a product demo or blog post.

Here are a few writing tips to sure a good readability score in your product launch email:

  • Write short sentences
  • Use bullet points
  • Avoid using long and complex words
  • Make it easily scannable – highlight keywords and CTAs

The goal is that the email keeps the visitor reading till they get to the CTA at the end.

A Clear CTA

By the end of your product launch email, tell your readers the next step. It should be clear and polite yet pressing to increase the probability of purchases.

Integrate your CTA text into the email design in a way that it stands out. You can do so by removing any clutter from the design or using a bold color. These principles will help you write an outstanding CTA:

  • Use straightforward language
  • Tell people what they need to do and why
  • Create urgency (for example, make it time-limited or exclusive)
  • Keep it to two to five words
  • Use first-person pronouns and has action verbs

Sign-off With Another CTA

Lately, email sign-offs have become optional. But we recommend closing your product launch emails properly. Include social share buttons and a contact where people can ask questions.

Here’s what a product launch email template (teaser email outline sent two weeks before launch) looks like:

Subject Line: We’re Live!

Hi [Prospect’s Name],

We have something exciting for you!

There is a new [product] in the market, made just for you!

It’s going to transform the way you look at [benefit] eternally!

Keep checking this space to find out the launch date.

Best Regards,

[Your Name]
[Company’s Name]

Product Launch Email Examples

Ready for an awesome product launch? But before you brainstorm a series of emails for the launch, take a look at these real-life examples of product launch emails.


Apple sent out promotional emails before the release of AirPods Pro. The email contained high-quality images of the earpieces and short texts to explain each new feature.

Apple Airpods Pro promotional email.

Key Learnings:

  • Image-focused email appealed to the target audience.
  • Minimal copy and sleek visuals showcasing the product. Clearly shows how the product looks and feels in action.
  • Highlights key features and ease of use.
  • Multiple prominent CTAs, one at the top “Learn More” and “Buy” in the middle next to the price.
  • The “Compare models” button compares the AirPods Pro model with the previous one, once again highlighting what’s new and better in this one.


Asana is a platform that facilitates cross-functional work and is used by organizations to improve work efficiency online.

The platform launched a new dashboard feature that displays key performance indicators about a specific project. Asana sent an introductory email to let the users know what was new. The email had information to get them familiar with the change.

It was sent a week after the feature was released and contained tutorials and resources on how to use the new dashboards.

Asana introductory dashboard email

Key Learnings:

  • Asana kept the email short but informative.
  • Uses a self-explanatory image of the dashboard.
  • Elaborates what the tool does.
  • The design contains ample white space so the CTA buttons pop out.
  • Directs readers to a button where they can learn more about the new feature.
  • Invites to a demo and Q&A session so more people can learn about it.


Hers is a one-stop shop for all things related to women’s health and personal care. They offer medical-grade products for skincare, supplements, and more. Hers product launch email for their collagen powder was quite visually appealing, convincing, and easy to read.

Hers product launch email featuring collagen powder.

Key Learnings:

  • Soft colors, clear visuals, and minimal text keep up with the brand’s voice.
  • Highlighted product benefits make it easy for readers to digest information, know what’s new, and if they should get it.
  • A playful yet direct CTA with a dark-colored, contrasting button pops up in the subtle imagery.

Product Launch Email Sequence

Break your product announcement into a series of attention-grabbing emails. A single introductory email might get lost or forgotten, so you need to perfect the timing and email content for a good response.

  • Two Weeks Before Product Release – A Teaser Email to Build Anticipation, letting people know something is coming and hinting towards the problem your product will solve. If you send it earlier than two weeks before the launch day, you’ll risk the audience forgetting about the launch.
  • One Week Before the Product Release – Announce the Product and end the anticipation. Include dates and share product details, with photos, so audiences know what is coming. Shortly after, send your pre-order email and encourage sign-ups.
  • Day of Product Release –  Remind to Make a Purchase with a convincing and catchy write-up, links to the product page, and social share buttons so people can spread the word or ask questions. Expect a reply to this email.
  • One Week After the Release – Follow Up with an ICYMI email. If you notice a decrease in adoption, send another follow-up email to the segment of the target audience that hasn’t made a purchase yet. Add some exclusivity and incentives.

Wrap up

Emails are a great marketing tool to reach millions of people in just a few seconds. But only if you use it right. The key to a successful product launch email campaign is to understand your target user’s needs and connect with them.

Make sure your introductory email reflects the company’s voice and image of the product,  and that each email in your launch campaign schedule stays consistent with the brand’s image. And if this email business seems too much, can help you craft the perfect email for your next product announcement.


What is an email list?

It is a compilation of email addresses of people who signed up to receive email updates from customers, companies, visitors, etc.  They subscribed to receive product updates, discounts, and other offerings via email.

Why are product launch emails important?

Emails are a major part of a product launch campaign. In the fast-paced world of the internet, there’s no better way to inform prospects and customers about your new product or service than an email. It is effective, economical, and part of every victorious product launch strategy.

What should be the tone of a product launch email?

Your email should reflect the brand and audience in the write-up. For instance, using cheery and joyful language in an introductory email for a teenage clothing line is more appropriate than a straightforward and informative tone.

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