The best way to Write the Good Product Launch Electronic mail (+8 Inspiring Examples)

Google Glass. Premier smokeless cigarettes. New Coke. What do these expensively developed, extremely anticipated merchandise have in widespread?

All of them flopped.

They usually’re in good firm. Of almost 30,000 new merchandise launched yearly, an estimated 95 % finish in abject failure.

Product failures occur for any variety of causes, from the straightforward (like operating out of money) to the extra advanced (corresponding to regulatory or authorized challenges). However with many merchandise, the problems stem from a badly executed launch.

Good product launches mean you can:

• Attain an already dialed in viewers
• Let prospects know once you’re launching a brand new product
• Generate buzz for the discharge
• Fill readers in on key particulars
• Present them the worth

Electronic mail advertising performs a key position in just about all product launches—hardly shocking, provided that e-mail delivers a mean return of $36 for each $1 spent. That will help you nail your subsequent product launch, we wrote this information to elucidate:

And, as a result of we wish to preserve issues grounded in actuality, we’ve rounded up XX of our favourite product launch e-mail examples from manufacturers like yours.

It’s inconceivable to overstate the significance of product launch e-mail topic traces, with virtually half of customers selecting whether or not to open emails based mostly on the topic line alone.

Your goal right here is to jot down one thing that stands out amid a busy inbox, with out giving an excessive amount of away—in spite of everything, you continue to need individuals to click on. Listed here are seven examples to encourage you, taken from a few of the hundreds of product launch emails we’ve collected in our e-mail advertising swipe file:

We’d advise you to experiment together with your product launch e-mail topic traces. Write a number of variants and see which ship the best open charges.

3. A (Transient) Product Launch Overview

On common, customers spend simply 10 seconds studying any given model e-mail, so it’s essential you convey the aim of your e-mail as succinctly as doable. Give your viewers a top-level overview that explains:

• What your product is
• Why you developed it
• What it does
• When it’ll be obtainable

4. Key Product Advantages

That is your alternative to develop on the overview and flesh out essentially the most thrilling parts of your shiny new product.

Observe the phrase “advantages” somewhat than “options”. They’re generally used interchangeably, however they’re truly very totally different:

• Options are what your product does (e.g. “comprised of sustainable supplies”).
• Advantages are why your options matter to your prospects (e.g. “reduces your environmental influence”).

Or, to place it one other means, advantages are why individuals ought to care about your new product.

5. Enticing Product Visuals

Pictures assist to explain your product in a means that phrases merely can’t. Additionally, it’s extremely possible prospects are going to wish to know what your product seems to be like — particularly when you’re in a distinct segment like vogue or magnificence.

Bear in mind: you don’t want to present the sport away in your first product launch e-mail. Strive revealing extra (and extra detailed) visuals all through your launch sequence to maintain your viewers engaged. You may also take into account linking to a launch video that reveals how your product seems to be “IRL”.

6. A Compelling CTA

Each e-mail you create ought to embrace a transparent and compelling name to motion (CTA) that tells the shopper what to do subsequent. Within the context of a product launch e-mail, this may embrace:

• Inserting a pre-order
• Becoming a member of a waitlist
• Registering for a pre-launch occasion
• Clicking by to a devoted pre-launch touchdown web page to study extra concerning the product
• Shopping for the product

Once more, attempt testing a number of CTA examples for every e-mail in your launch sequence to know what resonates finest together with your prospects.

Electrical toothbrushes have been round for some time. However Willo takes the idea to new heights. It’s “an automatic oral care robotic designed to switch the toothbrush and provides everybody a dynamically constant clear.”

Willo makes use of cutting-edge expertise to not simply simplify toothbrushing however guarantee a a lot deeper clear than what conventional oral care merchandise can supply. And this product launch e-mail does a wonderful job of succinctly getting this message throughout.

Right here’s the very first thing a reader sees after they open it.

There is a tremendous easy but eye-catching copy that claims, “The countdown has began…” together with an image of Willo. This immediately grabs a reader’s consideration and will get them to take discover.

It piques their curiosity and creates a pleasant construct up that makes many individuals wish to scroll right down to study extra. Once they do, they see this.

Willo lets readers know the product might be dwell in 24 hours they usually’ve been chosen to obtain an unique replace. And that’s good.

“Folks like issues which might be unique,” explains Zach Heller of Enterprise 2 Group. “They need what others covet. They need issues that sign to the world that they’re one among a choose few. It’s in our nature as customers.”

Willo additionally lets readers know when their e-commerce web site will formally be opening and that 1,000 models might be obtainable to their “Pioneer members.” Beneath that, Willo gives an “Unique Pioneer Code,” which permits readers to make their buy.

And on the backside of the e-mail, there’s a quick video that gives a pleasant intro to the product.

In simply over two minutes, Willo supplies a reasonably detailed overview that helps readers perceive the ins and outs and know precisely what separates this product from the competitors.

You possibly can test it out for your self right here.

So, on this product launch e-mail instance, Willo successfully will get the phrase out and supplies readers with the important info they want with out rambling on about it. The e-mail seems to be nice visually, and with minimal cognitive exertion, it will get leads up-to-speed, prompting many individuals to purchase.

In the event you’re not sure what sort of e-mail copy or topic line would convert one of the best in your subsequent launch, attempt utilizing a workflow that split-tests totally different variations.

Burberry is a luxurious British vogue model with a fame for glossy, stylish type. One of many most important causes their prospects love them is as a result of they constantly put out new collections, that are all the time distinctive and extremely trendy. Living proof, the TB Summer season Monogram Assortment.

“A journey from actuality to fantasy, the marketing campaign blends real-life seize with a dreamlike digital world impressed by geometric skateparks and swimming swimming pools.”

In the event you try the gathering on their web site, you’ll rapidly see how progressive it’s. And Burberry does a improbable job of conveying the vibe on this product launch e-mail instance.

It begins off with this stunning picture of a mannequin carrying one of many swimsuits from the gathering perched on high of geometric cubes.

It’s a particular attention-grabber and does a terrific job of  showcasing Burberry’s latest merchandise. Just under that, the model provides readers a fast rundown on the launch, that includes concise copy to fill them in on the main points.

Burberry additionally makes use of two useless easy CTAs to immediately transfer readers from the e-mail to their web site.

Beneath that, readers can take an in depth have a look at probably the most fashionable gadgets from the brand new product line—the TB Monogram print purse, whereas choosing the precise type they like.

And on the backside, readers can uncover extra the place Burberry directs them to males’s baggage, sun shades, and ladies’s baggage.

This e-mail could be very easy, and with little effort readers can work out what’s happening and why they need to have an interest. I like the clear, elegant design, which meshes completely with Burberry’s refined branding.

I additionally love how they condense the entire important info down into an simply digestible format. So, there’s a lot to be discovered from this product launch e-mail instance.

Dims. is an e-commerce model that sells “up to date furnishings from the world’s high emergent designers.” Their merchandise have a pure, trendy, minimalist aesthetic that I personally love.

Moreover their killer product line, a giant a part of Dims. success has been their advertising. And this e-mail that includes the launch of a brand new product, the “Phrase Desk Gentle” is a good instance of that.

It’s heavy on the imagery and light-weight on the copy — a system that tends to work nicely. Right here’s the very first thing readers see after opening it.

There’s an uber easy header saying, “Introducing Phrase Desk Gentle from Dims,” adopted by a clear-cut CTA of “Store Now.”  That’s about as easy because it will get, and it conveys absolutely the necessities to readers with only a look.

Scroll down only a bit, and readers then see the total measurement of the product.

Then, Dims. options one other nice wanting picture of the Phrase Desk Gentle in a darkish room, giving readers a really feel for the atmospheric vibe it creates.

That is adopted by some extra concise copy, which elaborates on the product and a further CTA that results in the identical web page. Dims. throws in a few extra photographs in rooms with totally different ranges of lighting…

…and the e-mail wraps up with some transient details about the corporate and what their UVP is, together with a hyperlink the place readers can study extra.

Like I discussed earlier than, an integral a part of crafting a stable product launch e-mail helps prospects perceive your product. In some instances like Willo the place there’s lots to unpack, which means together with an explainer video.

Different occasions, when a product is pretty self-explanatory, like this desk mild is from Dims., one of the best ways to try this is to easily characteristic a handful of images like they did right here.

On the finish of the day, the target is to assist readers join the dots and compel them to wish to study extra. So, work out one of the best ways to go about that, and construction your product launch e-mail accordingly.  

Right here’s a model that makes “intelligent, uncompromising furnishings and different good issues match for contemporary life at dwelling.” On this e-mail, Burrow provides readers the thin on the disclosing of their latest product, the “Nomad Sectional.”

It begins off with a bang with this header and a shocking picture of the Nomad.

So, with a fast look, readers know what’s up and may inform what the product seems to be like and the way massive it’s. Immediately beneath that, Burrow whips up some sharp copy and highlights their new product’s UVP.

The Nomad Sectional has an award-winning design and is large enough to suit the entire household. However it’s “not your grandmother’s cumbersome sectional couch,” — a line I believed was extraordinarily witty.

The CTA is well-placed.

And Burrow lets readers know that the Nomad Sectional is completely customizable.

In reality, prospects can design their very own cozy nook and guarantee their sofa has ample seating.

Beneath that, Burrow dives even deeper into their UVP, explaining that they provide free, one-week delivery on each order so prospects don’t need to cope with the effort of borrowing a truck.

I do know that’s an enormous promoting level for me. And to cap it off, Burrow additionally mentions that their sectionals can simply be disassembled for patrons who plan on transferring.

Right here Burrow is stacking up worth upon worth and reveals why the Nomad Sectional is greater than “simply one other sofa.”

I feel most individuals are acquainted with GoPro by now. They’re one of many leaders in motion cameras and are utilized by numerous vloggers to seize epic video footage.

One among their most important strengths is their branding. They’ve managed to create large model fairness and develop into the gold normal of their business. They actually have a staggering 17.7 million Instagram followers, and counting.

This product launch e-mail that includes what (on the time) was their newest product, the GoPro 8, comprises the entire very important parts readers are searching for however boils it down into content material that’s insanely straightforward to soak up.

Readers can actually see all the things with out having to scroll in any respect. It begins off with the GoPro brand on the high, together with a glossy wanting picture of the product and the quantity 8 so readers can immediately put all of it collectively.

That is adopted by hyper-concise copy that doesn’t mince phrases.

It will get straight to the purpose, whereas giving readers a quick overview of the UVP, which is “In-built mounting. Unshakably easy video. And a lot extra.” Then, there’s a crystal clear CTA of “Get Yours.”

There’s no beating across the bush or long-winded spiels right here. GoPro merely dives proper in and will get the phrase out about their most up-to-date product, offering readers with the important info they should know. And to search out out the total enchilada, all they need to do is click-through.

So, when you’re seeking to obtain simplicity, this is among the finest product launch e-mail examples to base your system off of.

I typically attempt to discover examples from smaller manufacturers as a result of they are typically extra relatable. However this one from Apple was so good that I couldn’t resist.

It was for the preliminary launch of their wi-fi Bluetooth earbuds, which had been launched again in October of 2019. As you’ll count on, the aesthetics are face-meltingly beautiful. It begins off with a closeup of the AirPods Professional.

Then it rapidly launches into what makes them totally different from different merchandise available on the market. Apple begins off with silky easy copywriting within the headline saying, “Magic such as you’ve by no means heard.”

After which touches on the important thing promoting factors like “Lively Noise cancellation for immersive sound”…

…customizable match, a 24 hour+ listening time, sweat and water resistance,  and transparency mode. And on the backside, Apple factors out that AirPods Professional are easy to arrange and include a wi-fi charging case.

By way of CTAs, they’re strategically peppered all through right here…

…right here…

…and right here, seamlessly directing readers to their gives.

In relation to crafting a rock stable product launch e-mail that fires on all cylinders and compels readers to take motion, it doesn’t get a lot better than this instance. I particularly love how they broke down the principle promoting factors right into a bulleted format alongside crisp photographs.

Pure skincare model Three Ships understands this. In my subsequent product launch e-mail instance, they exit of their strategy to make individuals really feel concerned within the launch.

All of it begins with a short-but-sweet overview of the brand new product, together with one of many key options and the launch date:

Issues get even higher from there.

Subsequent up, Three Ships invite prospects to get pre-access to the brand new product by attending their digital launch social gathering, two days forward of the total launch. Then they offer much more causes to enroll in the occasion, together with free delivery and giveaways:

Final however not least, Three Ships add a persuasive CTA to the tip of their launch e-mail, prompting prospects to “get early entry”:

This provides some refined urgency to the messaging. Providing early entry suggests the product is in excessive demand — and that you just may miss out when you don’t enroll.

That’s definitely the case with our subsequent instance, from on-line glasses model Warby Parker — who had been within the lucky place of getting a giant title onboard to drum up pleasure for his or her newest launch:

With Chloë Sevigny of their nook, Warby Parker’s purpose was to construct anticipation over an prolonged interval, culminating on the launch date.

To do this, they fed prospects a gradual drip of product teasers, together with this primary have a look at the gathering:

This inspired Warby Parker’s viewers to maintain checking their inboxes for additional updates, making certain they remained engaged with the entire product launch e-mail sequence.

Conclusion

As with a lot on the earth of ecommerce advertising, the important thing to creating high-performing product launch emails lies in efficient segmentation.

With segmentation, you may goal totally different buyer teams with totally different hooks and product messaging, share emails that really feel actually customized, and ship post-launch follow-up emails with people who find themselves but to purchase.

Drip provides you the instruments to do all that and extra by combining ​​retailer, customer, and advertising information so you may create segments based mostly on buyer conduct and engagement.

Discover out what Drip can do for you by signing up in your 14-day free trial in the present day!