Tips on how to Create a Product Launch E mail [Outlines + Templates]

There are few occasions extra thrilling in an organization than a product launch. Anticipation brews among the many crew and a way of optimism emerges across the prospect of a development in market share.

Nonetheless, this query all the time arises when a brand new product launches: Will this marketing campaign achieve success?

There are a number of avenues by way of which to speak throughout a product launch, but some of the underrated and efficient is a product launch e mail.

On this submit, we’ll stroll you thru learn how to write the right product launch e mail, together with options for topic strains and a top level view for the perfect product launch e mail sequence.

These actions do not cease at making a purchase order—they hardly ever do. Product launch emails sometimes function CTAs that ask the reader to affix a waitlist, pre-order the product, or signal as much as beta-test it earlier than its launch.

Whereas the first objective of a product launch e mail is to additional the general go-to-market technique of the product, it does have one other profit. Every new product or function additionally furthers the model of the corporate, so product communications like launch emails can function official model communications through the marketing campaign. Due to this, it is vital to work collaboratively throughout your inner groups to create the very best product launch e mail doable.

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As your product, model, advertising automation, and content material groups work collectively on the product launch e mail, you will need to preserve the construction of your e mail prime of thoughts. Every a part of the e-mail ought to encourage the shopper to take motion on the finish.

Elements of a Product Launch E mail

• Topic Line: A quick phrase that summarizes the content material of your e mail.
• Product Description: An evidence of the options and capabilities of a product.
• Product Advantages: The benefits and outcomes {that a} product can present to prospects.
• CTA: A transparent and compelling interactive component within the e mail that directs the viewers to do one thing, similar to clicking a button, filling out a kind, or making a purchase order.

Kinds of Product Launch Emails

• Product Preview: A product preview e mail sometimes comes forward of the launch and shares a sneak peek of a product to the viewers. There is probably not a lot of an outline of the product or a proper CTA, however the advantages ought to entice the reader to anticipate the product’s launch.
• Product Launch: That is the official launch e mail for the brand new product. This e mail could have all the data outlined within the components of a product launch e mail
• Function Bulletins: Function announcement messaging might be shared as part of the product teaser e mail sequence or as a follow-up to a product launch as new options are added.
• Pre-Launch Entry: A pre-launch entry announcement is a method of launching a product to a restricted variety of customers. An organization would possibly do that to get suggestions, generate buzz, or tender launch into a brand new market with out investing too many sources instantly.
• Pre-Order Emails: Because the title suggests, a pre-order e mail offers the reader an opportunity to order the product forward of its launch. This helps you intend for the quantity of product or capability you will want for the marketing campaign, particularly when you count on a profitable launch.

Tips on how to Write a Product Launch E mail

1. Draft a topic line.

The primary a part of a product launch e mail is the compulsory topic line. We‘ve all heard advert nauseam that it’s the important thing to a excessive open fee, however that does not imply it must be over-the-top or full of emojis. A transparent and brief topic line that describes the information is your greatest guess.

Listed below are a couple of of the more practical ones we have seen:

• It is Time! [Product] is now stay. Click on to study extra!
• We simply launched [Product] – And we want your assist
• [NOW LIVE]: [Product] is accessible to the general public
• [Product] launches immediately. This is what it’s essential to know.
• The second you’ve got all been ready for: [Product] is right here.
• [PLEASE READ]: Every part it’s essential to learn about [Product].

2. Personalize the e-mail.

Subsequent, personalize the launch e mail. The simple approach to do that is through the use of the recipient’s title and different related info. However you possibly can go a bit deeper right here to construct rapport and make the e-mail really feel extra related and fascinating.

Analyzing info like previous buy habits or geographic knowledge might be sensible methods to personalize a product launch e mail and drive outcomes.

3. Add a product description.

Opposite to fashionable perception, the product description must be the shortest a part of the product launch e mail. Why? As a result of individuals do not need to examine what the product does, they need to examine what it does for them. So preserve this half temporary by together with solely the need-to-know info:

• Product title
• Product availability or launch date
• Value

Then, use the following part to present your prospects what they
actually need.

3. Discuss product advantages.

Why ought to your present and potential prospects be enthusiastic about this launch? Right here, you will go much more in-depth, explaining what void this product fills available in the market.

Some questions that may be answered on this part are:

• Does this replace deal with a typical buyer grievance?
• Are you bringing your product as much as par for the market you are in?
• Will this product contribute one thing new to the present market, or enter a totally new market?
• Do you may have statistics or income projections to show the significance of the product?

4. Embody visuals.

Visuals like photos, movies, and gifs can assist to make the e-mail extra partaking and impactful. Watch out that photos should not the complete e mail. Nowadays, increasingly more e mail purchasers are requiring customers to opt-in to see photos. So preserve them supplemental and never necessary for customers to grasp your product’s messaging.

5. Add a CTA.

The ultimate a part of a product launch e mail is the call-to-action. An efficient CTA evokes the shopper to do one thing. This would possibly embody signing up for a demo, visiting a web site, watching a video, or becoming a member of a waitlist. No matter your required subsequent step is, make it abundantly clear with a button, hyperlink, or embedding it proper into the e-mail itself.

6. Section the viewers.

As soon as you’ve got accomplished the writing strategy of your e mail, you need to shift your consideration to the individuals who will learn it. There are literally thousands of combos of knowledge you should utilize to section your viewers. To make issues easy, listed here are the principle standards it is best to take into consideration when creating your e mail record:

• Demographics: This class refers to standards similar to age, gender, location, occupation, and different knowledge factors particular to your audience.
• Previous Buy Habits: If in case you have a database of your buyer’s shopping for historical past, you possibly can section your viewers based mostly on previous purchases. This makes it straightforward to ship loyalty promotions and details about associated product launches that match their present and previous pursuits.
• E mail Engagement Historical past: By reviewing how your viewers has interacted along with your earlier e mail campaigns, you possibly can section your viewers based mostly on their stage of exercise, together with whether or not they’ve opened emails, clicked on hyperlinks, or made purchases.
• Web site habits: You’ll be able to section your viewers based mostly on web site habits by understanding which pages a person visited, for a way lengthy, and whether or not they clicked on particular services or products. This allows you to personalize the content material of your product launch e mail, rising the possibilities of conversion.
• Potential Prospects: Newsletters, waitlists, and occasion attendees are nice sources to tug from to section people who should not but prospects. This will diversify your e mail record and enhance new buyer signal ups with out launching a totally new marketing campaign.

7. Arrange a product launch e mail sequence.

To unfold the phrase about your product launch extra effectively, contemplate enrolling your contacts into an e mail sequence in your e mail advertising software program. This can be utilized to progressively enhance your prospects’ pursuits earlier than and after the product comes out.

Bear in mind: you might solely need to enroll individuals on this sequence that meet sure qualification standards. Use the viewers section suggestions within the earlier step as a information for this.

Pre-Announcement E mail

This e mail comes as soon as you are feeling the product is in a superb place and also you’re comfy saying its launch date to the general public. It ought to embody a fundamental description of the product along with an anticipated timeframe. We propose not figuring out an official launch date until you might be completely assured the date you may have chosen is correct — you by no means know what may go incorrect between every now and then, so it is best to play it protected.

Announcement E mail

This e mail must be the official e mail announcement of your product. We have outlined what must be included on this e mail within the part above, however keep in mind to maintain the content material on this e mail brief, informative, and actionable.

Comply with-Up E mail

This e mail must be despatched to the contacts you are feeling could be a superb match to your new product however didn‘t comply with up along with your unique e mail. Kindly remind them that you simply suppose they might profit from this new product and also you’re excited to listen to in the event that they’re .

When constructing pleasure to your new product, having this sequence can preserve your prospects ready in anticipation of your subsequent smartest thing.

8. Measure e mail marketing campaign efficiency.

By monitoring particular metrics, you possibly can precisely measure the efficiency of your product launch e mail marketing campaign and use these insights to enhance your future campaigns. Bear in mind, the hot button is to not solely take a look at the numbers, but in addition perceive the human habits behind them.

• Open charges: Use this metric to grasp how many individuals opened your e mail. It is a good indicator of how partaking your topic line and preview textual content had been. Sometimes, a superb open fee will likely be above 20%.
• Click on-through charges (CTR): To see how many individuals clicked on any hyperlink inside your e mail, take a look at CTR. A better CTR signifies that your message and call-to-actions had been profitable at getting readers to take motion.
• Conversion charges (CVR): How many individuals accomplished the specified motion after clicking by way of from the e-mail, similar to making a purchase order or filling out a kind? CVR will inform you. This metric is important for measuring the effectiveness of your marketing campaign to generate enterprise outcomes.
• Income generated: If you wish to understand how a lot income you generated out of your product launch e mail marketing campaign, calculate how a lot income you generated from the marketing campaign through the use of UTMs to trace attribution. This metric is the final word measure of success for a product launch e mail marketing campaign and immediately hyperlinks the marketing campaign‘s conversions to the corporate’s backside line.
• Bounce fee: A excessive bounce fee can have a unfavorable impression in your sending fame. To maintain this quantity low, verify your e mail record usually for invalid e mail addresses and make sure to ask recipients to choose in upon including them to your subscriber record. It is best to proceed to do that as soon as yearly or so if they do not persistently open your emails.
• Unsubscribe fee: This metric tells you the share of recipients who opted out of receiving future emails from you after receiving your product launch e mail. Monitoring and minimizing unsubscribe charges can assist you construct higher focused e mail campaigns.

Ideas for Writing a Product Launch E mail

Now that you’ve a grasp on writing a product launch e mail, listed here are a couple of extra tricks to make it stand out.

1. Embody social proof.

One efficient method to construct credibility for a brand new product is to incorporate social proof in your launch e mail. This may be within the type of buyer evaluations, testimonials, endorsements, case research, and even social media posts. Together with social proof can assist potential prospects see that different individuals have used and located worth in your product, making them extra more likely to belief and buy it.

2. Use persuasive strategies.

A product launch e mail must be persuasive in nature to encourage individuals to take motion. You’ll be able to accomplish this through the use of the WIIFM (what’s in it for me) precept. To do that, spotlight the distinctive advantages of your product and the way it solves an issue to your audience.

3. Converse within the first individual.

This tip can work nicely in case your audience is aware of specialists at your group, or if your organization is on the smaller aspect. Talking within the first individual can support in making the launch e mail really feel extra private—like a private invitation to attempt the brand new providing. If you happen to do this tip, make sure to comply with by way of by sending the e-mail from a person e mail deal with relatively than a crew or an organization.

4. Share visuals of the product in motion.

Pictures, movies, animations, GIFs, and even interactive demos are honest recreation in terms of e mail multimedia. Together with visuals of the product in motion can assist potential prospects perceive how your product works and what it appears to be like like in use.

Product Launch E mail Templates

The time has come to share your thrilling new product with the world. This is a ready-to-use template on learn how to format an e mail to your contacts and encourage them to purchase your new product.

Meet [Product]: A Answer to Your [Problem]

[Customer Name],

I‘m thrilled to announce the launch of [Company’s] newest product, [Product Name].

Due to your [segmentation criteria], I wished you to be among the many first to learn about this thrilling new addition to our product line. [Product Name] is designed particularly to assist B2B corporations like [client’s company name] obtain/clear up [unique value proposition / problem it solves].

I‘m assured that this product will likely be a game-changer for [client’s company name], serving to you to [specific benefit that the product provides].

This is a fast overview of what you possibly can count on from [Product Name]:

• [Product Feature 1 with brief explanation]
• [Product Feature 2 with brief explanation]
• [Product Feature 3 with brief explanation]

To have a good time the launch of [Product Name], we’re supplying you with the chance to attempt it out for your self with an unique [discount / free trial / demo]. Merely click on on the hyperlink beneath and [specific instructions on how to redeem the offer].

[CTA]

Thanks to your continued help, and we look ahead to serving to your small business thrive.

[Your Name]

[Your Company Name]

Product replace emails ought to inform readers how the product you simply launched has been improved and whether or not they should take motion to expertise the enhancements.

Product Replace E mail Template

This is a top level view of what your product launch replace e mail ought to seem like. It’s also possible to obtain this template with extra particulars.

1. Topic Line and Preview Textual content

Hold the topic line at or below 12 phrases. Select a topic line to your product replace emails and make it the usual for everytime you ship out your updates. Caught? Strive one in all these:

• [Date] Quarterly [Product Name] Replace
• New from [Company]: A Answer for [Main Problem]
• [Product]: A Answer to Your [Problem]
• Out there Now: [Product], the Answer to [Problem]
• [Product] is Now Out there. This is How You Can Get it.
• Issues With [Problem]? Strive [Product] – New from [Company]
• Meet [Product]: A New Product to Assist You [Benefit]

2. Main Updates

Checklist out any main updates which have occurred between the official launch of the product and this replace. For instance, a bug was mounted, a shortcut was added, or a serious ache level has been alleviated.

3. Name-to-Motion

Right here is the place the reader can make the most of the replace. Embody a button or hyperlink for them to enroll in a waitlist or take them on to the login web page to your product to allow them to attempt it out or order it instantly.

Product Launch E mail Examples

Able to get began writing your individual product launch emails? We have compiled an inventory of actual life examples to encourage your subsequent launch correspondence.

1. Juvia’s Place

Identified for extremely pigmented make-up, Juvia’s Place launched its second line of the Tradition 2 eyeshadow palette utilizing a launch e mail that was simply as vibrant. This eye-catching promo e mail used simple messaging that will get to the purpose and invitations the customer to order the brand new product immediately from the e-mail.

Why This Works:

This product launch e mail makes use of visuals as the focus. Gifs, photos, and buttons mix to present the recipient an concept of how thrilling and colourful their new eyeshadow palette will likely be. The CTA sends patrons on to the web site once they click on “Store Now” or they’ll go to the Juvia’s Place Instagram account to see the product in motion.

2. Samsung

Samsung has been exceptionally profitable in promoting its Galaxy Fold cell telephones, and its emails have been constructing suspense for them for over a yr.

This e mail instance serves as one in all its pre-announcements, permitting excited prospects to pre-order the gadget. Earlier emails they’ve despatched have included the specs and options of the Fold, and this e mail offers a timeframe of when prospects ought to count on its arrival.

Why This Works:

This word from Samsung retains issues temporary whereas together with all of the pertinent info prospects want. It offers them their pre-order quantity and tells them what to anticipate subsequent, however most significantly it retains the anticipation going.

You’ll be able to preserve it easy as proven above, or get inventive in your new product emails—simply be certain it’s conveying the data your prospects need to know.

3. Descript

Audio and video enhancing platform Descript rolled out a brand new model of their product and despatched the e-mail beneath to tell their present prospects. The e-mail particulars what the brand new options are and the way they may enhance the shopper expertise utilizing the product.

Picture Supply

Why This Works:

This e mail is extremely thorough. It walks the reader by way of every of the enhancements, how they work, and the advantages — full with video and different useful visuals.

It is an important instance of learn how to design a launch e mail that has a number of new options and knowledge to elucidate.

4. Buttah

This model radiates each on and off the pores and skin with a product launch e mail that‘s trendy and fewer salsey than most. Buttah’s launch of its whipped shea butter makes use of e mail advertising to introduce one thing new to its prospects.

Why This Works:

This launch e mail depends equally on copy and pictures to promote this new providing. Buttah retains issues brief and candy by beginning with a customized message and three fast product options.

Buttah additionally supplies free transport for orders over $75. If patrons weren’t already hooked by this efficient e mail, free transport must do the trick.

5. Asana

When Asana launched their dashboards function, they despatched the beneath e mail to prospects to assist them get aware of the change in reporting. It was despatched the next week after the brand new function was rolled out, offering customers with tutorials and different sources displaying learn how to get probably the most out of dashboards.

Picture Supply

Why This Works

This e mail retains it brief, however informative and clearly explains the place customers can go in the event that they want extra help along with a short demo of how the dashboards function works. The design can also be clear due to loads of white house and small, well-placed pops of shade.

6. Solstice

With distant work extra fashionable than ever, video conferencing software program has turn into a should. In response, Solstice improved its platform to accommodate customers and supply each onsite and distant staff a greater person expertise. The e-mail beneath outlines the brand new product and options they added.

Picture Supply

Why This Works

This e mail clearly outlines what the brand new product does and the advantages it supplies. Plus, Solstice provides a number of methods for purchasers to study extra — both by attending the launch occasion or webinar. The provide of a free trial additionally permits prospects to check the product risk-free earlier than making a dedication.

Prepared, Set, Launch! (Your Subsequent Product)

Construct your e mail advertising campaigns in a approach that appeals to your individual inner crew, and your prospects looking for the following smartest thing. We hope you possibly can implement some suggestions from this information into your advertising, and want you the very best of luck in your subsequent product launch.

This text was initially printed in December 2021 and has been up to date for comprehensiveness.