80% of recent merchandise fail as a result of (as a Harvard Enterprise Evaluate article explains):
“Firms are so targeted on designing and manufacturing new merchandise that they postpone the exhausting work of on the brink of market them till too late within the sport.”
Obscurity kills new merchandise.
Individuals join your emails as a result of they need to know what’s coming subsequent. Meaning you need to ship them announcement emails when you will have new merchandise, occasions, or adjustments inside what you are promoting.
On this publish you’ll be taught:
- What an announcement e-mail is and what you need to embody in a single
- 20 examples of nice launch emails (with takeaways) to encourage your personal campaigns
- How one can time an automatic product launch e-mail sequence to create the proper of hype
50% of individuals make purchases due to a advertising emails each month. Launch campaigns create the important publicity wanted in case your product is to succeed.
What’s an announcement e-mail?
An announcement e-mail is a advertising message despatched to inform folks about one thing new, up to date, or modified in what you are promoting. They’re used to publicize issues like:
- A brand new product launch
- A limited-edition launch
- A pre-order alternative
- A particular occasion
Promotional announcement emails aren’t solely to let folks know you will have a brand new services or products. One e-mail blast received’t make the gross sales pile up.
Yeah, preserve dreaming. If solely.
You’re already offered in your product. You’ve labored exhausting. It might have taken months — and even years — to achieve this level. So it’s simple to imagine a buyer feels the identical manner.
They don’t.
They care about their wants and needs…and in case your product is the answer they’re on the lookout for.
Your announcement e-mail’s goal is to make a transparent promise – to point out folks how your product may also help them.
Listed here are 20 examples of launch announcement emails that present you find out how to do exactly that.
20 examples of announcement emails
Present your product (Quip)
What this product announcement e-mail does proper:
- Present, don’t inform. Quip does greater than introduce a restricted version product. It pushes our FOMO button exhausting with a intelligent design to present us that this brush — like a melting popsicle in summer time — shall be gone within the blink of a watch if we don’t act quick
- Animations could be minimal. The animated gif provides curiosity to a minimally designed e-mail
- Use contrasting colours. The pink and aqua make the CTA button and emblem pop on this restricted version e-mail
2. Be genuine to your model (Warby Parker)
What this product announcement e-mail does proper:
- Handmade = genuine. Individuals see inventory pictures as phony. The artistic artistry of this piano prop is per the Warby Parker model.
- Coloration evokes emotion. Each colour tells a narrative. We’re hardwired to attach colours with particular moods, so take into account what feeling you need to get throughout when selecting colours.
- Collaborate. As model advertising advisor Mike Berry says about collaborations, “there are large advantages to be gained, together with sharing buyer bases, cross promoting, including curiosity utilizing the opposite model.”
3. Provide a price incentive when you’ll be able to (MAC Cosmetics)
What this product announcement e-mail does proper:
- Borrow some affect. MAC Cosmetics sells inspiration as a lot as merchandise. Iris Apfel is an iconic determine within the style world together with her edgy appears. Her direct gaze is an invite to get a few of that particular aptitude for ourselves.
- Use worth incentives. When you will have a price incentive like free delivery, be sure to incorporate it in your e-mail copy.
4. Use analysis so as to add authority (Casper)
What this product announcement e-mail does proper:
- Analysis creates authority. Casper believes that Fido deserves a great night time’s sleep too. They spotlight the effort and time that went into their canine mattress. We belief the standard of this product, as a result of science is superior.
- Whimsy is successful. The animated dream-squirrel provides whimsy — Casper is aware of there’s humor in a mattress firm conducting sleep research on canines. We’re chuckling…at the same time as we click on that hyperlink.
- The awww issue. By no means underestimate the facility of a cute pet (or child, or comfortable smiling faces)
5. Stand for one thing (Fenty Magnificence)
What this product announcement e-mail does proper:
- A message with affect. Am I courageous sufficient to point out up uninvited to a celebration? Fenty Magnificence makes me imagine I am…if I put on that killer black lipstick, that’s.
- Language issues. This isn’t only a restricted version — it’s hyper-limited. That’s far more restricted than simply regular restricted, proper? My FOMO is now hyper-triggered.
- Stand for one thing. Fenty Magnificence’s tagline is “Magnificence for all.” Inclusiveness issues. Your viewers needs to see themselves represented — particularly in a market like cosmetics.
6. Be a part of the dialog (Accumulate)
What this product announcement e-mail does proper:
- Illustrate the intangible. Accumulate by WeTranser makes use of illustration on this current options replace e-mail. You may’t {photograph} a technical workflow, however you’ll be able to categorical what your app does by way of visible storytelling.
- Know your viewers. Realizing what their viewers wanted from their app (and why) wasn’t a fortunate shot at midnight. Nice copy comes from nice advertising analysis.
- Be a part of the dialog. Conversational copy ought to be part of the chat already occurring in your buyer’s thoughts. And everybody likes a praise. I do have nice style, thanks for noticing.
7. Don’t make clients guess (Gucci)
What this product announcement e-mail does proper:
- Announce the surprising. Generally upcoming occasions are the product, like on this e-mail that invitations us to observe the Gucci style present
- Take away guesswork. In case your viewers misses the occasion since you weren’t clear (you didn’t present the time zone, for instance), you’ll hear about it. Most likely on social media the place you danger dangerous word-of-mouth…and misplaced future gross sales.
- Create anticipation. This design is one other killer instance of find out how to create anticipation by way of curiosity. You don’t see a sew of clothes — however that animated countdown timer makes you excited to see the brand new style line.
8. Construct hype together with your copy (Rag & Bone)
What this product announcement e-mail does proper:
- Attain out to new clients. Rag & Bone collaborates with a confirmed fandom and hardcore followers to bump up gross sales.
- Construct the hype. The teaser e-mail copy makes use of cinematic language to construct stress and inform us this isn’t simply any collaboration. That is an occasion.
- Use design to create a temper. For those who’re not reminded of your favourite Star Wars scenes by the retro-styled slideshow, I discover your lack of nostalgia disturbing.
9. Maintain design selections cohesive (Kidrobot)
What this product announcement e-mail does proper:
- Maintain it cohesive. Brick-and-mortar shops journey the announcement marketing campaign practice, too. Kidrobot introduces this art-toy owl with a superbly matched design that’s as cohesive because it’s cute.
- Host occasions. Milkshakes deliver all of the boys to the yard. Signings, give-aways, and mini-events deliver clients to your yard.
- Showcase expertise. Individuals need to know the story behind the gadgets they personal. That’s not simply a teal owl — it’s paintings by Nathan Jurevicius.
10. Let folks think about (Converse)
What this product announcement e-mail does proper:
- Monochrome isn’t boring. With a monochrome slideshow to showcase every colour, Converse makes this announcement e-mail cease folks of their Chucks.
- Let folks use their creativeness. Although this launch e-mail instance promotes a line of customizable footwear, Converse selected to not present samples. You should think about what shoe you’d design, which is one other strategy to create anticipation.
11. Use legacy to construct belief (Lanna Espresso Co.)
What this product announcement e-mail does proper:
- Construct belief by way of legacy. Individuals take their espresso severely. So severely that espresso selections are seen as a persona trait. By sharing their espresso’s historical past (seedlings delivered by elephant!) Lanna Espresso Co. enriches the expertise for many who drink it.
- Pictures create closeness. The photographs really feel such as you’re searching by way of a buddy’s picture album. While you’re happy with your previous, let your viewers in on that journey.
- Describe what can’t be skilled. They’ve not invented a strategy to style espresso blends by way of e-mail but (somebody get on that), so Lanna makes use of a taste profile to take away a attainable objection to creating a purchase order.
12. Reward your readers (Mike Birbiglia)
What this product announcement e-mail does proper:
- Maintain it conversational. Studying this e-mail that landed in my inbox from comic Mike Birbiglia is like an outdated buddy with some loopy (try the topic line) excellent news to share with us
- Reward your readers. Mike nails certainly one of e-mail advertising’s finest practices — he rewards readers that open his e-mail. How? He provides subscribers tickets for the bottom attainable value.
- Lengthy content material works. Whether or not on Fb or a weblog publish, lengthy content material that’s related to folks’s pursuits will get nice outcomes. Electronic mail is not any totally different.
13. Use simplicity so as to add confidence (Lord Jones)
What this product announcement e-mail does proper:
- Simplicity = confidence. Lord Jones showcases their lovely packaging on this restricted version launch e-mail. The simplicity of this design format reveals confidence of their product, and minimalism is linked to luxurious in lots of peoples’ minds.
- Hook up with a way of life. The examples used for this product — hostess presents and stylish dinner events — resolve an issue (what to deliver to the get together). However they’re additionally aspirational. You need to be the person who provides a deal with from these packing containers at your personal stylish feast.
14. Provide clients choices (Taco Bell)
What this product announcement e-mail does proper:
- Intercourse doesn’t promote. It’s true. However it can be fairly humorous. Taco Bell’s tagline “Put on nothing however a fried egg” is a successful strategy to announce their new breakfast providing.
- Present your product at its finest. Everybody is aware of quick meals doesn’t appear to be within the footage. However that doesn’t imply you shouldn’t go the additional mile to {photograph} the product as superbly as attainable.
- Provide choices. Taco Bell offers you numerous methods to strive their new egg taco. They make it simple to pre-order with a number of app choices.
15. Use the PAS technique (Venmo)
What this product announcement e-mail does proper:
- Downside, Agitation, Resolution. Venmo comes at us with the basic “PAS” (Downside, Agitation, Resolution) advertising technique:
- Downside — You may have cash caught in your Venmo steadiness
- Agitation — You might purchase all this stuff with it
- Resolution — Now you can, with the brand new Venmo card
- Options vs advantages. A function is what your product has, and a profit is what it does for the client. Venmo covers the options of their card with relatable examples how each advantages you.
- Make your CTA simple. The intense animation of the “decide your colour” button is a frictionless call-to-action to get us to enroll
16. Rejoice milestones (Behance)
What this product announcement e-mail does proper:
- Provide pre-orders. A reduction for the early adopters that place a pre-order will rack up Behance’s gross sales (and lower your expenses by offering an estimate of how large their print run shall be).
- Present a glimpse. The photographs of pattern pages is a delicate strategy to set off curiosity: it makes you need to web page by way of the guide
- We like milestones. Celebrating your achievements is enjoyable for loyal clients, too. And other people wish to personal the first of something.
17. Use your iconography (Hermès)
What this product announcement e-mail does proper:
- Play together with your iconography. Hermès understands that patrons of high-end designer items are fiercely loyal. This e-mail doesn’t have to say all of it — and the viewers doesn’t need it to, both. They know these orange packing containers.
- Puns are enjoyable. Hermès thought outdoors of the field (see what I did there) and located puns can have a huge effect…if performed merely
18. Maintain the message easy (Everlane)
What this product announcement e-mail does proper:
- Easy sticks. Everlane’s message is easy. I by no means look that cool within the chilly, however I’d positive wish to. For those who put on the identical boring winter coat for months at a time, that type of message creates aspirational longing.
- Waitlists work. We’ve talked about the facility of shortage in advertising earlier than. Create a digital wall solely the “fortunate few” can entry to extend product worth in folks’s minds.
- Run a contest. Everlane has a contest to win certainly one of their puffers. Even for those who don’t win, you’ll be able to strive one on…which will increase the prospect you’ll purchase.
19. Present the product getting used (Hoefler & Co.)
What this product announcement e-mail does proper:
- Present your product in use. Hoefler & Co. doesn’t slop this new typeface down and stroll away. They demo the number of fonts and weights utilizing thumbnail examples. For those who’re proven other ways to make use of a product, you’re extra possible to purchase it.
- Embrace video. A “making of” video is a confirmed strategy to interact your audience. Oh, and it may well enhance your conversion charges by 80%.
20. Reap the benefits of curiosity (Tom Raffield)
What this product announcement e-mail does proper:
- Ambiguity intrigues. This e-mail from Tom Raffield, a luxurious house furnishings designer, is a play about curiosity in three acts. Act one: the pictures teaser. It’s summary and ambiguous. What’s it?
- Make it interactive. Act two: did you attempt to click on on the clues? Aha, caught you!
- Use curiosity to set off a follow-up motion. Act three: the CTA invitations us to discover their product vary. Reap the benefits of already-triggered curiosity and draw it out…to attract folks additional in.
How one can use a product launch e-mail sequence to construct pleasure
Individuals like anticipation.
One e-mail blast shoving the product in somebody’s inbox received’t create a lot hype. A product launch e-mail sequence that builds anticipation will get folks excited — and get you higher outcomes on launch day.
What’s a product launch e-mail sequence?
A product launch e-mail sequence is a sequence of time-based emails robotically despatched to folks in your e-mail listing.
For one of the best outcomes, you need to ship a sequence of three emails:
- The teaser e-mail.
- The informational e-mail.
- The dwell launch e-mail.
The teaser e-mail
“There’s a distinction between a thriller and a query. Questions demand solutions, however a thriller calls for one thing extra invaluable — clarification.” – Robert Cialdini
People are hardwired for curiosity.
The primary e-mail in your launch sequence ought to set off that curiosity. You’ll unpack the main points of the discharge in your future emails, so consider this primary e-mail announcement as flirting together with your viewers.
Your product introductory e-mail will reply these three W’s:
- What. One thing new is coming/occurring/altering
- When. It’s going to occur on this particular date
- The place. That is the place and find out how to get your services or products
Because the David Bowie tattoo on my wrist attests, I’m an enormous fan. So I used to be jazzed to see a model of this product introduction e-mail from Vans in my mailbox.
What this product teaser e-mail does proper:
- Clear launch dates. What is going to the footwear appear to be? No concept! However figuring out what date I ought to placed on my calendar has me excited for the launch.
- Offers choices. Telling me that brick-and-mortar shops (and which of them) will carry the brand new line helps take away objections to buying
- Evocative design. They don’t have to say who David Bowie is. The dreamy imagery and tagline present they perceive his legacy. Generally the much less you say, the extra you categorical.
When to ship this e-mail: A couple of days to every week prematurely of your second announcement e-mail is an efficient rule of thumb.
The informational e-mail
“Our jobs as entrepreneurs are to know how the client needs to purchase and assist them to take action.” – Bryan Eisenberg
You’re a magician whipping a silk hanky away from the hidden merchandise on the desk. The query is, what shall be revealed?
Will or not it’s your product in all its shining glory?
Or a bungled trick, revealing that you don’t have anything to supply?
To wow your viewers, reply these questions in your second pre-release e-mail:
- What’s your product? Readability is a very powerful facet of your worth proposition. Add clear product photographs. Concisely listing your options. Handle attainable objections – earlier than they even enter the shoppers’ minds.
- Why do they want your product? Keep away from jargon. Use the language your clients use to elucidate how your product solves their drawback.
- When will your product be obtainable? Although it was included in your teaser, announce your product launch launch once more. Checklist the date, time, and time zone. Go away nothing as much as likelihood.
- Are you providing an incentive? Will there be free delivery, a reduction, or exclusivity for the Early Birds? Embrace that data.
- What’s your call-to-action? Whether or not it’s a pre-order in your superior new product or when tickets drop in your occasion, your call-to-action microcopy ought to clearly say what folks ought to anticipate.
What this product launch e-mail does proper:
- An iconic worth proposition. Combining Van’s off-the-wall tagline with the promise of a singular assortment paying homage to the legendary Starman has us able to throw our pockets at this e-mail
- Marie Kondo your merchandise. Am I a Hunky Dory individual, or am I feeling a bit extra Black Star? Which footwear “spark pleasure” for me? Each product shot is designed to correspond with an period in Bowie’s catalog.
- Intriguing CTA. An invite to “uncover extra” of the gathering entices you to go to their web site…and whereas there, you would possibly see different product strains you need to purchase.
When to ship this e-mail: Ship the second e-mail in your sequence one – two weeks out out of your official launch.
The dwell launch e-mail
“The secret’s, it doesn’t matter what story you inform, make your purchaser the hero.” – Chris Brogan
This final e-mail in your drip sequence is a call-to-action asserting the merchandise is now obtainable for buy.
Individuals have awful reminiscences. I’ve forgotten my work lunch on the counter proper subsequent to my keys. Even your most engaged clients can turn into distracted and neglect when your merchandise is out there. This e-mail is their reminder.
The small print in your last launch e-mail will largely be the identical as your earlier emails, with these additions:
- Replace your call-to-action. Change your copy and CTA so folks know the merchandise is now obtainable
- Push shortage. We not solely really feel feelings within the right here and now, we additionally anticipate feelings we’ll really feel sooner or later. In case your product would possibly promote out they’ll be extra possible to purchase attributable to loss aversion.
- Let others promote. Embrace social media buttons within the launch e-mail design so your clients can share your product
Was Vans’ Bowie collaboration a profitable new product launch marketing campaign?
That is Main Tom to Floor Management: sure. The gathering offered out on Vans’s web site inside a couple of hours (I ordered two pairs of sneakers myself).
When to ship this e-mail: Ship this announcement e-mail when your product is dwell and obtainable for buy.
ActiveCampaign makes your automated product launch e-mail sequence simple
The window of time you need to launch a brand new product is fleeting. Obscurity is eternally.
It’s simple with ActiveCampaign to automate profitable product announcement emails to take advantage of that point to place you firmly within the highlight.
So with apologies to David Bowie’s “Starman,” bear in mind this tune:
There’s an individual ready simply to purchase
They’d like to return and meet us
So we higher blow their minds
There’s an individual ready simply to purchase
We’ve informed ‘em, bought to personal it
Trigger we’ve proven it’s all worthwhile
Arrange your personal product launch e-mail sequence with our automation recipe you will get right here, or with these e-mail templates.
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•A limited-edition launch
•A pre-order alternative
•A particular occasion”
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