What Is a Product Launch Email: Definition, Benefits, Tips, and a New Product/New Website Announcement Example
08 Nov 2022
6 min

What Is a Product Launch Email: Definition, Benefits, Tips, and a New Product/New Website Announcement Example

So, you are about to launch a new product, add more features to an existing one, update your website, or have any other major changes in your business soon. That’s very exciting and you must be looking forward to sharing the news with your contacts.

But how do you do this right?

The experts from LeadsForce will introduce you to product launch emails. In this guide, you will find the definition, benefits, and helpful tips, plus a new product, new feature, and a new website announcement example for inspiration. Let’s dive in!

What Is a Product Launch Email?

A product launch email is a type of newsletter widely used by companies in their outreach marketing strategies. According to the general definition, this message is used to make a new product or feature release announcement to the people on your list. In a nutshell, it can also be used to inform recipients about anything new, changed, or updated in your business.

What Are the Different Types of Product Launch Emails?

Now that you know what a new product announcement email is in general terms, you also know that it can be used to inform recipients about all sorts of updates (not only new products). So, the next logical question is - what are the main types of such messages?

In reality, there are many different types of emails that fall into this category. They all can vary by content and purpose. So, each needs a different approach.

To help you get on the right track, we’ve outlined the top 6 types used most often:

  • New Product - Obviously, the most widespread type of such email is a message you send announcing new product your company releases. This kind of message is used to notify your existing clients and prospects about new interesting products that will be available for purchase soon.
  • New Feature - Another common type of email is the one that informs existing customers about a new feature that will be presented soon. Often, such messages sound pretty exciting to customers. They help build trust and show customers that your business doesn’t stop improving and developing for them.
  • Future Sales - Such emails are used to notify recipients about an upcoming launch of a sale. It typically informs people about the special prices to heat up their interest and make them more ready to make a purchase when the sale starts.
  • Beta Announcement - These messages are used to find the right people for the future beta testing of your product.
  • Pre-Order - This kind of email offers recipients to participate in a time-limited pre-order campaign. Typically, it’s used to build hype around the upcoming product/service release and get more orders even before day X.
  • Event or Webinar Announcement - The last common type of launch email is a message that informs recipients about an upcoming event or webinar, provides all relevant details, and encourages them to attend it.

These are the most common product launch emails. But there are many other types too. Namely, such messages can also inform customers about a new website, new policies, and other updates that you want your target audience to know about.

What Does a Great Product Launch Email Look Like?

The easiest way to craft a winning email is to find a top-notch new product launch message sample and use it as your roadmap. Later in this guide, we will share some great examples with you.

Now, to help you grasp the general idea, here are the key features inherent in a good product launch email:

  • Concise, straight to the point, and clear;
  • Full of incentives and educational content that brings real value to the customer;
  • Well-formatted with a consistent tone of voice;
  • Focused on the benefits a customer can get rather than on the features your offer;
  • Powerful imagery (where appropriate);
  • A strong, attention-grabbing subject line that piques the recipient’s interest;
  • Effective scarcity to encourage immediate action and a powerful CTA;
  • Filled with a personal touch that builds trust and engagement.

These all are the features that turn a regular product launch email into a flawless one.

Why Is a Product Launch Email Important?

Regardless of whether you buy lead list or create one manually, once you have a solid number of leads on your mailing list, you surely want to use it as a marketing tool that will benefit your business. Due to this reason, companies set up email marketing campaigns. And, due to the same reason, they use product launch messages - to keep the people on their lists engaged, complement their marketing efforts, and keep leads and customers updated on the news that takes place in their companies. So this is the first reason why product release emails are so important - because they keep readers informed about something new that’s coming before it arrives. This tactic helps heat up customers’ interest and encourage them to buy. In fact, 80% of launches fail because of the lack of pre-launch marketing.

Another reason why such emails are so important is that people sign up for newsletters just for this - they want to stay updated on what’s coming next. Studies reveal that 50% of customers purchase products or services because of marketing emails at least once a month. That’s why keeping them informed is pivotal for success. Give them what they want and they will stay with you!

Lastly, such emails are great for building brand awareness and re-engaging existing customers.

What Are the Benefits of a Product Launch email?

A good launch announcement email can bring plenty of benefits. Namely, here is what your company can get if you leverage such emails:

  • Building hype and anticipation for an upcoming product or service is a great way to encourage customers to buy it after the release.
  • Creating winning product launch sequences will help to spark the customers’ desire to test new features or services even if they didn’t think about it before.
  • A product release campaign gives your upcoming products the right level of exposure needed for success.
  • Such campaigns create more buzz around your brand and upcoming products - the more people talk about it, the more customers and sales you can get.
  • Such emails help you inform customers about the value and benefits they will get from new features, services, products, etc.
  • Such campaigns can eventually enhance your products’ value and your overall business performance too.

What Are the Important Stages of a Successful Product Launch Email Campaign?

Every product launch email campaign is unique. Depending on your goals and needs, you might have to take different steps to create a campaign that will help you attain everything. But, all in all, every successful campaign can be split into the following important stages:

  1. Building anticipation. To get started, you need to craft a so-called teaser message - a business email that will get your recipients excited and trigger their curiosity. Typically, such teasers are sent 10-15 days before the release.
  2. Making an announcement. Once you create suspense and get your contacts anticipating what’s coming, you need to provide them with more details. Inform them of the name and other key details of your product, provide images, and state the exact launch day. Most often, companies would send this email closer to the date, for example, 4-5 days before it.
  3. Launching. Finally, the last stage of this campaign is the actual release of your product or service followed by another email that gives a powerful call to action (CTA). It has to notify your contacts that the update is already available and encourage them to place orders.

Depending on the type of update, you can include more stages (emails) in this plan. For example, you can also send a follow-up email to remind recipients about the launch if they missed the first announcement.

How to Set Up a Product Launch Email Sequence?

If you are ready to craft your own product launch email campaign but don’t know where to start, here is a brief but detailed guide to get you on the right track:

Create Killer Product Images

Even before you start crafting email templates and content, you need to have some starting points. In product launch campaigns, the best starting point is attention-grabbing images of your product. Images will help your emails look more professional and drive better engagement. So, be serious about this.

Pro tip: Although images should be simply stunning, you will ALWAYS want to compress them. Large file sizes will overload your emails and cause loading issues. So, you want to keep the sizes as low as possible.

Pick a Background Color

Unlike other, non-marketing emails such as a price increase letter or similar, a product launch email should have a vivid and eye-catchy design. Therefore, you shouldn’t hesitate to pick a good-looking background color that would set the right mood for your email. But be careful with your choice. The background color shouldn’t distract recipients from the most important thing - your product.

Add Branded Elements

As was mentioned earlier, product launch emails can help you build brand awareness. Thus, it’s never a bad idea to complement the design of your email with some branded elements, such as your logo, brand colors, etc.

Prepare the Content

Once the overall design is ready, it’s time to take care of the content of your emails. Prepare a concise and clear message that delivers all the important details about your product. To make the email easy to read and digest, divide it into short sections (paragraphs). Be sure to write in simple and short sentences and answer all important questions.

Add CTAs

A powerful CTA is a key to the success of your product launch email sequence. You need to make it short and catchy. Once ready, insert multiple CTA buttons across your email. Often, the best idea is to put them at the beginning and the end of the message.

Pro tip: Choose a vivid color for CTA buttons to make them easy to notice.

Come Up With a Killer Subject Line

Catchy subject lines boost open rates and contacts’ engagement. For your product launch emails, you need to come up with subject lines that will immediately grab the recipient’s attention and make them want to learn more.

It’s important that your subject lines are also relevant and reflect your purpose.

Add a Personal Touch

Finally, if you want to make the most out of your product launch emails, you need to personalize them. The best idea is to add personal touches both to your subject line and email content. By doing this, you will boost trust and open rates.

Include Social Media Icons

Finally, this last tip is optional but it can help you get better outcomes from your campaign. By inserting social media icons into your email, you will give your recipients an opportunity to share the news with others and, thus, create even more hype.

What Is the Best Time to Send Your Product Launch Announcement Email?

Lastly, there is one more thing we need to tell you before we share some awesome new product/feature/website/social media launch announcement examples with you. This one thing is that the time when you send your emails matters no less than the content or design. The timing affects engagement and open rates. So, it’s crucial to find the perfect time for your campaign.

Here are some tips that will help you schedule your campaign perfectly:

  • The ideal days to send email sequences are Tuesday, Wednesday, and Thursday.
  • The lowest open rates are during Weekends and on Monday, so these are the days you should avoid.
  • The perfect time for sending emails is affected by the demographic data of your target audience, so, you should always consider the recipient’s location and timezone.
  • If your target audience includes young people, consider sending your emails at night because that’s when young people are the most active.

What about specific times that work well? The time depends a lot on your recipients’ lifestyles. Namely, here are some of the best-suited options:

  • 7 AM - Most modern users start their days by checking their mail;
  • 10 AM - By this time most people reach their offices, so they will likely get on their inbox again;
  • 12 PM - This is the traditional time of the lunch break;
  • 5 PM - Many users check their mail once more right before they leave the office;
  • 9 PM - Some consumers check their emails at the end of the day, so, this time is perfect to reach them.

Examples of Product Launch Announcement Emails

Finally, when you know everything about product launch emails, their role in your business, and how to create them, it’s time to check out some good samples for inspiration.

In this part of our guide, we’ve gathered some successful examples of emails meant for various purposes.

New Website Announcement Email Sample

If you are launching or updating your site and looking for a good new website announcement example, here is a good example by Listrak. The design is simple, yet attention-grabbing. It quickly delivers the main message and highlights the core benefits users will get with a new website.

Product launch announcement email

New Product Announcement Sample

Apple probably sends the best new product launch emails. The company’s campaigns are always filled with vivid and eye-catching images, every email highlights the unique style of this brand, and it immediately makes you want to get the new products. Just look at the example below.

Product announcement email

New Feature Announcement Sample

If you want to add a new feature to an existing product or service, look at how Lyft did it. This email informs users about a new way to get around their favorite city with Lyft. It highlights the brand’s style and adds a clear CTA encouraging users to update the app ASAP to unlock the new feature.

Feature announcement email

Conclusion

Whenever anything new happens in your company, your customers and prospects want to be the first ones to learn about this. Due to this reason, product launch emails are so important for business.

Hopefully, after reading this guide you have everything you need to start winning campaigns on your own!

Daniel Gorbenko
Daniel Gorbenko
Product Marketing Manager
Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products. Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products. Daniel is a Product Marketing Manager with more than 4 years of experience with B2B and B2C products.
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