Google Glass. Premier smokeless cigarettes. New Coke. What do these expensively developed, extremely anticipated merchandise have in frequent?
All of them flopped.
And so they’re in good firm. Of practically 30,000 new merchandise launched yearly, an estimated 95 p.c finish in abject failure.
Product failures occur for any variety of causes, from the straightforward (like operating out of money) to the extra advanced (equivalent to regulatory or authorized challenges). However with many merchandise, the problems stem from a badly executed launch.
Good product launches will let you:
- Attain an already dialed in viewers
- Let clients know while you’re launching a brand new product
- Generate buzz for the discharge
- Fill readers in on key particulars
- Present them the worth
E mail advertising and marketing 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 clarify:
And, as a result of we wish to maintain issues grounded in actuality, we’ve rounded up XX of our favourite product launch e-mail examples from manufacturers like yours.
Write a Product Launch E mail
Planning is important for any profitable advertising and marketing marketing campaign, and product launch emails are not any totally different. Earlier than you begin writing your e-mail, you want to:
1. Determine Your Goal Viewers
Are you sending a generic product launch e-mail to everybody in your advertising and marketing record? Or are you creating totally different emails for various buyer segments? We’d at all times advocate possibility #2. For example, you may share a reduction code or pre-order e-mail to your most dear clients.
2. Outline Their “Want” for Your Product
Clearly, any product launch e-mail ought to talk the important thing options and advantages of the product in query. However for those who’re personalizing your launch emails for various buyer segments, you possibly can drill deeper to drag out extra related advantages.
Say you’re launching a brand new pair of strolling boots. Let’s take into account how your messaging may fluctuate for various audiences:
- Die-hard walkers may wish to learn about how sturdy they’re (together with any ensures you supply).
- Early adopters could also be within the space-age supplies used to craft your new boots, and why you selected them.
- Older walkers is perhaps eager to search out out about how a lot assist your boots present and the way snug they’re to put on.
3. Come Up With a “Hook”
The actual fact your product is new isn’t at all times sufficient to get clients jazzed up for the launch date. So you want to outline the hook to your product launch e-mail—the message that compels individuals to take motion. It may contain:
- Highlighting shortage. You may say restricted shares can be found—and so they’re anticipated to promote out quickly.
- Selling a proposal. Perhaps present clients get a ten p.c saving in your newest product, or maybe it’s out there as a part of a reduced bundle for the following 48 hours.
- Emphasizing exclusivity. Encourage clients to be the primary to get their fingers in your newest creation.
As soon as once more, totally different gives will resonate with totally different clients, so that you’ll seemingly see higher outcomes from segmenting your viewers.
Completely different Kinds of Product Launch Emails
There are a number of forms of product launch e-mail. All have broadly the identical aim—selling your new product—however they obtain it in numerous methods. Listed below are 5 standard new product launch e-mail examples:
- Product launch emails are for telling your clients about an all-new future product, or a brand new model of an present product.
- Pre-order emails go hand-in-hand with product launch emails, giving clients a possibility to safe their buy forward of the launch date.
- Pre-launch promotion emails contain telling your viewers about any particular costs or offers in your new product when it first hits the market.
- Occasion invites are for inviting clients to particular launch occasions, equivalent to a webinar or bodily launch celebration.
- Characteristic bulletins are about teasing the options and advantages of soon-to-be-launched merchandise.
6 Components of a Nice Product Launch E mail
Whereas there’s no one-size-fits-all strategy to writing a high-performing product launch e-mail, one of the best examples sometimes share at the least some of the next components. Issue them in when growing your subsequent product launch e-mail template.
1. A Sensible Product Launch E mail Sequence
First off, it’s vital to shift your mindset away from writing a single product launch e-mail. As an alternative, your aim is to construct a sequence of three – 5 emails that use varied ways and “hooks” to advertise your new product, drum up curiosity, and drive gross sales.
Right here’s how that sequence may look:
| Timing | Goal | Strategy |
| Three weeks earlier than launch | Construct anticipation | Share a teaser e-mail informing your viewers that one thing large is approaching a particular date. |
| Two weeks earlier than launch | Unveil your new product | On the date talked about within the earlier e-mail, carry the lid in your new product, together with:
|
| One week earlier than launch | Drive pre-orders | Briefly remind clients of your new product and invite them to pre-order it. Construct shortage into your messaging by limiting the variety of pre-orders out there. |
| Launch day | Drive gross sales | Announce that your product is now out there for common sale. Embrace a name to motion pointing towards the related product web page. |
| One week after launch | Drive gross sales | An “in case you missed it” e-mail that reminds clients of your newly launched product and urges them to not miss out. Goal this e-mail at clients who’re but to buy. |
We’d urge you to experiment with timings and messaging to search out the strategy that resonates greatest along with your viewers.
2. An Eye-Catching Topic Line
It’s inconceivable to overstate the significance of product launch e-mail topic strains, with nearly half of customers selecting whether or not to open emails primarily based on the topic line alone.
Your goal right here is to write 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 below are seven examples to encourage you, taken from a number of the 1000’s of product launch emails we’ve collected in our e-mail advertising and marketing swipe file:
| Topic line | Why it really works |
| Our subsequent product… | Retains issues easy and compels the recipient to search out out extra. |
| WAITLIST | Our latest assortment | Builds urgency across the launch by implying it’s in excessive demand (therefore the necessity for a waitlist). |
| Get EARLY ACCESS to our newest launch | Drives gross sales by giving clients the chance to pre-order the brand new product. |
| One thing BIG is coming | Drums up pleasure concerning the product with out giving something away. |
| Be part of our reside launch celebration! | Helps to construct a way of group across the model — just like the buyer is a part of the launch. |
| Early entry (only for you) | Seems like a customized invitation, making the recipient really feel like a VIP. |
| Our most requested product is right here… | Builds anticipation by making it sound just like the product is hotly anticipated — and that the model has listened to its clients. |
We’d advise you to experiment along with your product launch e-mail topic strains. Write a number of variants and see which ship the best open charges.
3. A (Temporary) Product Launch Overview
On common, customers spend simply 10 seconds studying any given model e-mail, so it’s vital 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 out there
4. Key Product Advantages
That is your alternative to broaden on the overview and flesh out probably the most thrilling components of your shiny new product.
Observe the phrase “advantages” quite than “options”. They’re typically used interchangeably, however they’re really very totally different:
- Options are what your product does (e.g. “comprised of sustainable supplies”).
- Advantages are why your options matter to your clients (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. Engaging Product Visuals
Photographs assist to explain your product in a means that phrases merely can’t. Additionally, it’s extremely seemingly clients are going to wish to know what your product seems like — particularly for those who’re in a distinct segment like trend or magnificence.
Bear in mind: you don’t want to provide 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 additionally take into account linking to a launch video that exhibits how your product seems “IRL”.
6. A Compelling CTA
Each e-mail you create ought to embrace a transparent and compelling name to motion (CTA) that tells the client what to do subsequent. Within the context of a product launch e-mail, this may embrace:
- Putting a pre-order
- Becoming a member of a waitlist
- Registering for a pre-launch occasion
- Clicking by way of to a devoted pre-launch touchdown web page to be taught extra concerning the product
- Shopping for the product
Once more, strive testing a number of CTA examples for every e-mail in your launch sequence to know what resonates greatest along with your clients.
8 Examples of Product Launch Emails to Copy
1. Willo
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 interchange 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 all the way down to be taught extra. Once they do, they see this.
Willo lets readers know the product will probably be reside in 24 hours and so they’ve been chosen to obtain an unique replace. And that’s good.
“Individuals like issues which are unique,” explains Zach Heller of Enterprise 2 Neighborhood. “They need what others covet. They need issues that sign to the world that they’re certainly one of a choose few. It’s in our nature as customers.”
Willo additionally lets readers know when their e-commerce website will formally be opening and that 1,000 models will probably be out there 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 provides a pleasant intro to the product.
In simply over two minutes, Willo gives a reasonably detailed overview that helps readers perceive the ins and outs and know precisely what separates this product from the competitors.
You may test it out for your self right here.
So, on this product launch e-mail instance, Willo successfully will get the phrase out and gives readers with the important info they want with out rambling on about it. The e-mail seems nice visually, and with minimal cognitive exertion, it will get leads up-to-speed, prompting many individuals to purchase.
In case you’re uncertain what sort of e-mail copy or topic line would convert one of the best to your subsequent launch, strive utilizing a workflow that split-tests totally different variations.
2. Burberry
Burberry is a luxurious British trend model with a popularity for modern, stylish model. One of many essential causes their clients love them is as a result of they constantly put out new collections, that are at all times distinctive and extremely trendy. Working example, 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 case you take a look at the gathering on their web site, you’ll rapidly see how revolutionary it’s. And Burberry does a implausible 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 an ideal 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 a detailed have a look at some of the standard objects from the brand new product line—the TB Monogram print purse, whereas choosing the precise model they like.
And on the backside, readers can uncover extra the place Burberry directs them to males’s luggage, sun shades, and ladies’s luggage.
This e-mail may be very simple, and with little effort readers can determine what’s happening and why they need to have an interest. I like the clear, elegant design, which meshes completely with Burberry’s subtle branding.
I additionally love how they condense all the important info down into an simply digestible format. So, there’s a lot to be realized from this product launch e-mail instance.
3. Dims.
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.
Apart from their killer product line, a giant a part of Dims. success has been their advertising and marketing. And this e-mail that includes the launch of a brand new product, the “Phrase Desk Mild” is a superb instance of that.
It’s heavy on the imagery and light-weight on the copy — a formulation 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 Mild from Dims,” adopted by a clear-cut CTA of “Store Now.” That’s about as simple 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 Mild 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 an extra CTA that results in the identical web page. Dims. throws in a few extra pictures in rooms with totally different ranges of lighting…
…and the e-mail wraps up with some temporary details about the corporate and what their UVP is, together with a hyperlink the place readers can be taught extra.
Like I discussed earlier than, an integral a part of crafting a stable product launch e-mail helps clients perceive your product. In some circumstances like Willo the place there’s rather a lot to unpack, which means together with an explainer video.
Different occasions, when a product is pretty self-explanatory, like this desk gentle is from Dims., one of the simplest ways to try this is to easily function 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 be taught extra. So, determine one of the simplest ways to go about that, and construction your product launch e-mail accordingly.
4. Burrow
Right here’s a model that makes “intelligent, uncompromising furnishings and different good issues match for contemporary life at residence.” On this e-mail, Burrow provides readers the thin on the revealing of their latest product, the “Nomad Sectional.”
It begins off with a bang with this header and a surprising picture of the Nomad.
So, with a fast look, readers know what’s up and may inform what the product seems like and the way large 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 sufficiently big to suit the entire household. But it surely’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 truth, clients 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 clients don’t must 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 purchasers who plan on shifting.
Right here Burrow is stacking up worth upon worth and exhibits why the Nomad Sectional is greater than “simply one other sofa.”
5. GoPro
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 essential strengths is their branding. They’ve managed to create large model fairness and change into the gold customary of their business. They also 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 all the important components readers are searching for however boils it down into content material that’s insanely simple to soak up.
Readers can actually see all the pieces with out having to scroll in any way. It begins off with the GoPro emblem on the high, together with a modern 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 must do is click-through.
So, for those who’re trying to obtain simplicity, this is among the greatest product launch e-mail examples to base your formulation off of.
6. Apple AirPods Professional
I usually 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 have 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 in the marketplace. 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.
When it comes to CTAs, they’re strategically peppered all through right here…
…right here…
…and right here, seamlessly directing readers to their gives.
Relating 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 pictures.
7. Three Ships
Among the finest methods to get clients enthusiastic about your product launch is to make them really feel concerned within the launch. That means, they’re not only a bunch of faceless customers being offered a brand new product—they’re a part of a group.
Pure skincare model Three Ships understands this. In my subsequent product launch e-mail instance, they exit of their approach 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 clients to get pre-access to the brand new product by attending their digital launch celebration, two days forward of the total launch. Then they provide much more causes to join the occasion, together with free delivery and giveaways:
Final however not least, Three Ships add a persuasive CTA to the top of their launch e-mail, prompting clients to “get early entry”:
This provides some delicate urgency to the messaging. Providing early entry suggests the product is in excessive demand — and that you simply may miss out for those who don’t enroll.
8. Warby Parker
Typically, product launches converse for themselves; your solely job is to get the message out.
That’s definitely the case with our subsequent instance, from on-line glasses model Warby Parker — who have 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 aim was to construct anticipation over an prolonged interval, culminating on the launch date.
To try this, they fed clients a sluggish 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 and marketing, the important thing to creating high-performing product launch emails lies in efficient segmentation.
With segmentation, you possibly can goal totally different buyer teams with totally different hooks and product messaging, share emails that really feel really 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 and marketing information so you possibly can create segments primarily based on buyer conduct and engagement.
Discover out what Drip can do for you by signing up to your 14-day free trial as we speak!
