One of the best opportunities to re-engage customers and remind them of the benefits of your product is to create great product launch emails.
You have poured your heart, soul, and even your tears into the creation of your new product.
Now you have launched it into the world and have sent out an announcement by email.
The reception you get may leave you wondering what went wrong, since you may only get a sluggish reception.
There have been way too many great products that have failed due to a poor release. This was after so much effort was put into getting to launch day.
Occasionally, companies make the mistake of treating product launch emails as an afterthought rather than as a priority.
Since you know the value of your new product from top to bottom. You are assuming that your customers will also. Immediately see its value and be ecstatic that they will immediately purchase it.
In the real world, you will find that you have a flooded inbox. So does everyone else who has an email address. This means you will need to create product launch emails to get the message across.
You want to spark the interest of the audience and get them excited about what you’re going to give them.
Various Forms of Product Launch Emails
It may seem like an obvious thing, but the purpose of a product launch email may not be as simple as it seems. A product launch email announces something new and exciting.
In actuality, there are multiple types of product launch emails, and each one has a distinctive purpose for its creation.
- Once your products are released, future sales emails will inform your customers about special pricing.
- Your customers can guarantee receipt of your product with a pre-order. You can invite people to an upcoming webinar series or an event, which can also build a buzz.
- An email announcing a new product release, or a new version of an existing product, informs your customers about the new product or version.
- Let your customers know when you add cool new functionality to your product by posting feature announcements.
- You can send email invitations to an upcoming webinar series or a launch party.
Throughout this series of emails, each one has a slightly different twist. Despite the differences that they have. They are all working for the same purpose of educating your potential customers. About when the new product will be available.
Internal Product Launch Email
On the day of your product launch or before it, you should send an internal product launch email to your entire company. By sending this email, you will turn all employees at your company into a passionate, well-informed, word-of-mouth marketing team by providing them with:
- A brief overview of the product
- The reasons why employees should have a positive feeling about it
- A “lazy copy” tool for social media and email, which can be copied and pasted by employees
In the following, you will find an outline of a product launch email.
1. Title and preview text
You should keep the subject line to 12 words or fewer. To demonstrate this point, we have provided some examples below.
2. Greetings and tl;dr
As busy as you are, the employees at your company are too. So give them an overview of the product launch in a few sentences.
3. How does it work?
Tell your readers as much as you can about your product. Such as what it’s called, what it does, when it’s available, and how much it costs. Also, do not forget to include an image, so your readers have a visual representation.
4. Its importance
What are the different benefits that your employees will receive as a result of this launch? You can provide a little more detail in this section. To expand your market share.
Let’s start by describing the void this product fills in the market. The opportunities you’re taking to increase your market share. Extend your customer base, and make more satisfied customers.
In this section, you can answer the following questions:
- How does this update address a common customer complaint?
- Can you bring your product up to the standards of the market you are in?
- How do you prove the importance of this? Can you provide statistics or revenue projections?
5. Guided Steps
Provide a brief overview of the steps necessary to get or use the product/feature in this section. How do customers sign up for your service? Does the service come with any restrictions? It is important to anticipate frequently asked questions. Particularly from salespeople, marketers, account managers, and support reps. Also, try to reduce confusion upfront.
6. Who It Is Intended For
Tell us about the intended audience for the product, or if the users will receive it automatically if you haven’t already. You should emphasize this point for regional products or language-specific products.
7. Where To Send Questions
Include the name and contact information of the person or people who can answer any questions about the product, its launch, or its promotion.
8. The Lazy Copy
It’s important to make it as easy as possible for employees to share the product launch through email or social media. Make sure that sample text and URLs are available for employees to copy and paste.
Here’s an example of a lazy copy that will work in every situation.
- Instagram: We’ve just launched [Product Name] here @[Company Name]! This new feature will let you [List Main Benefit]. Click here to learn more about it [Insert URL].
- LinkedIn: A thrilling day here at [Company Name]! Today, we’re announcing our launch of [Product Name] – a new product that [List One or Two Major Benefits or Features]. Our customers will enjoy using this product. Visit our website for more information, and feel free to get in touch with me if you have questions! [Insert Product Page URL].
How To Send A Product Launch Email
You should capture your audience’s attention in your product launch emails, so they want to learn more about your upcoming release. It’s not enough to make only one aspect of your launch emails compelling.
Make the campaign engaging for a variety of users, from those waiting anxiously to those who have scant to no knowledge of your brand.
Arrange A Series of Emails
Rather than sending a single email to announce the launch of your product, you should consider sending a series of emails.
When you send a single email, you run the risk of your message being lost or not being remembered. Both timing and messaging play a role in the success of these emails.
- Build anticipation two weeks before launch: This sneak peek lets your audience know that something new is coming but without giving too much away. For example, you might hint at a problem the product will solve. If you send this email more than two weeks before launch. Unless you send more than one teaser email. You risk your audience forgetting about the launch.
- One week before launch announce the product. This is it. You have completed the suspense from your previous email. Make sure your audience knows exactly what’s in store. Provide images of your new product, the exact release date, and pre-order information.
- Launch Day: Your product takes its first steps. Encourage your audience to make a purchase or upgrade to the latest version of your product by sharing your excitement. Include social sharing buttons so that your customers can help spread the word.
- More than a week later follow-up email: Wait at least a week, or when you notice a slow-down in response. Send this follow-up email to remind your audience about your new product. Your emails should target the segment of your audience that hasn’t purchased or upgraded yet.
Make Your Subject Line Stand Out
There are hundreds of emails in your customers’ inboxes, so you need to stand out from the crowd. Your audience should feel tempted enough to want to find out more about what you have to say. Establish this by following these 3 tips.
- Keep subject lines to a minimum of 45 characters, preferably less.
- Your subject line should convey urgency to make it memorable, such as “Don’t miss out on this opportunity.”
- You can make your email stand out by using emojis.
You should try writing at least ten different subject lines. It has been proven that the more you write, the more chances you have of producing a compelling subject line. After all, practice makes perfect, right?
Check whether different subject lines lead to different open rates by using A/B testing. You can then determine which subject lines work best for future announcements.
You should not forget to include a preview text for your email body that immediately follows the subject line.
Many people overlook this step. There’s no doubt this language needs to catch the attention of customers when they’re reading their inboxes. Just as their subject lines need to catch their attention.
Create Appealing Images
Images provide readers with a clear picture of what you’re selling. The next time you introduce a new feature for your service, consider adding a GIF image to show how it works.
If you are launching a new line of sportswear, you may even want to highlight the entire collection with a GIF. The user can select the desired product by clicking on it, which will take them to the corresponding product card.
Cosmetics brands are often found using this method to discuss makeup tips with their audience.
A Guide To Writing A Product Launch Email
There is always a temptation to pile a bunch of details into your product launch emails. Such as all the new features your product has to offer.
However, you’ll want to keep your message short so as not to lose the attention of your audience. The letters you send to your subscribers should encapsulate your brand value and reflect what your audience values.
- Give a brief greeting to begin the conversation.
- You can capture the attention of your audience by using images or videos.
- If possible, include links to additional information, such as a blog post or a product demonstration.
- Include more than one call-to-action to make it easier for your audience to take the next step.
A product launch email provides an opportunity to communicate with customers.
Despite the obvious differences between these emails, they all share something fundamental in common.
Your company needs to understand its users’ needs and speak their language effectively. Focus on the value that each new product or feature provides.
No matter which direction your product launch emails take, make sure you’re connecting with your readers about what makes your product worthwhile.
Mailvio makes your automated product launch email sequence easy.
As a company, you have a limiting amount of time to launch a new product. Invisibility is never going away.
With Mailvio, you can easily automate a successful product announcement email campaign. To make the most of the time you have to put yourself front and center in the focus.
Examples of Product Launch Emails
1. Moment
Subject line: “It’s iPhone 13 Preorder Day.”
There are a number of reasons why this would be a great product launch email:
- A brand aligns its launch with another brand’s
- The design and imagery are minimal
- The CTA is straightforward and clear.
- In a few words, the email’s body text describes the different versions of the product.
2. Mmmmm
Subject line: “Introducing mmhmm 2.0 Chunky.”
An excellent email for launching a product:
- While introducing new product features, this email uses a video to make it more engaging.
- In unconsciously encouraging the recipient to read the content, its colorful design encourages them to do so.
- This email has multiple call-to-action buttons. The first is “Preview the features,” and the second is “Meet mmhmm 2.0 Clunky.” We mentioned before that multiple call-to-actions are perfect for long emails like this one.
3. Minna
Subject line: “Cherry Cacao is Here!”
What makes this a perfect product launch email:
- It offers an inspiring and almost poetic introduction to the new product.
- It’s a short and spicy email. You also don’t want to clutter up your email if you don’t have much to say about your new product.
- Note how the colors in this email align with Minna’s new cherry cacao. You need to make sure that the color palette of your product launch email harmonizes with your brand image while reflecting your new product.
4. Google
Subject line: “Introducing Pixel 4a.”
This is a great product launch email because:
- The company highlights the outstanding features of its new products to convince users to buy. While addressing the most common problems that their customer profiles face.
- With the professional product image in this launch email. Users can quickly check out the product without having to click on any links. So they can click the CTA to view it in greater detail.
- Google hypes up this pre-order email by mentioning “exclusiveness” and generating expectations.
5. Asana – Onboarding Users
Subject line: “Let us do the work you hate.”
Here are some things that make this a great product launch email:
- Businesses in the SaaS industry need to introduce upcoming features skillfully. If you don’t, you’ll end up with unused features. Asana introduces its Automation feature to users in this example of a product launch email.
- Asana onboards users by providing step-by-step instructions for using a new feature
- To increase conversions, the CTA button “Say goodbye to busywork” targets user problems.
6. Avocode
Subject line: “Public Launch: Jira Integration.”
An outstanding product launch email:
- Creating a launch email that targets subscribers whose subscriptions are about to end or have recently ended, is a double-edged sword. Furthermore, it introduces a new product feature to win back old users.
- This short email copy explains what this new feature allows the user to do.
7. Figma
Subject line: “Say hello to Figma Plugins.”
What makes this a great product launch email:
- Figma’s new plugin options are introduced with information cards that group plugins into categories that they provide a solution for.
- The email introduction using the “Say hello to Figma plugins” headline has a humanized tone rather than a robotic one.
Conclusion
There’s no doubt that product launch emails help brands increase awareness and recognition of their products.
You can only achieve this with the right design; use the color, logo, and font of your brand to achieve this. When someone looks at your document, it should immediately remind them of who you are.
If you run a campaign more than once, you do not have to create an email template from scratch.
By using Mailvio’s drag and drop editor, you can create a unique template from scratch or choose a pre-design template that you can utilize.
