25 Product Launch Email Examples That Drove Massive Sales (+ Templates)

We’ve all been there - 

• Launched a new product/ category/ brand/feature
• Sweated it out on an email campaign
• Landed less ROI than expected

The sad reality is that about 95% of new products launched fail to meet sales goals.

So, it’s not just you. 

The issue lies in the messaging of the product or brand launch - it either lacks creativity, misses some compelling details and sometimes, might not even be really well-timed.

In this article, we focus on an important part of your launch strategy - product launch emails.

A product launch email can be a force to reckon with, when done well because:

• It can establish your brand more firmly in your audience’s minds
• It can create curiosity that otherwise might seem too salesy and context-less
• It can help you augment the way you plan to continue communicating with your audience

As a bonus, we are also giving away 25 product launch email templates that you can use for your outreach.

25 Product Launch Email Examples That Drove Massive Sales (+ Templates)

In working with 500+ businesses across the world, we're constantly looking at high-converting emails for inspiration—here are 25 new product launch examples on email that we found highly compelling:

1. Create timely urgency (Willo)

What works in this brand launch email example: 

• Creates interest with “The countdown has started”
• Provides relevant info to customers such as site URL, time of sale, no of units available, who it is for, shipping, and other details
• Maintains exclusivity by restricting the sale to Pioneer customers and offering a special Pioneer code 
• The product video at the end tells the customers exactly what they can expect

When to use: Can be a good Pre-Launch Reminder email as a brand launch idea

You might like: Scarcity Marketing: Fix The Most Common Mistakes

2. Trigger a sense of aspiration (Peloton)

What works in this product introduction email: 

• Showcases high-quality image of the product in use
• The copy covers several angles of an improved lifestyle -  (your own boutique fitness studio), benefits (access fitness for the whole family at just the tap of a screen), and pricing (as low as $149 per month)
• With a smart addition of the $250 deposit option, it ensures a revenue flow even before shipping 

When to use: Works great as a Product Launch email or a Discounts and Special Offer email

3. Upsell with the lifestyle appeal (Moment)

What works in this product launch email template: 

• Moment’s product launch email example is simple but stylish—it opens with a strong lifestyle recall: the iPhone 13
• Then the email highlights the key features of the new product and provides a link to learn more
• The visual imagery is clean, hierarchy maintained, and the picture is appealing—customers naturally want to know more

When to use: Works both as Product Launch Design or brand launch ideas

4. Drive a sense of exclusivity (Harry’s)

What works in this new product launch email: 

• Creates exclusivity with the copy (you’re the first, get early access)
• Addresses clear pain points and shares valuable information for the customers
• Clearly lays down the benefits of using the product

When to use: Ideal as part of a product launch campaign

5. Highlight the importance of audience opinion (Drop)

What works in this product launch email template: 

• Builds trust by keeping their promise based on customer feedback
• Keeps the conversation going by following up a product launch with a survey
• Nails the email sequence format 

When to use: Ideal as a Product Launch email

Check out: Elements of all High-Performing Product Pages Have in Common

6. Inspire to read & act(Boosted)

What works in this product launch email template: 

• Keeps audience interest piqued and anticipation alive with the copy—the best new product launch examples have this in common
• Uses minimal design that’s in line with the brand
• Offers an option to explore what’s new, thereby creating a need

When to use: Ideal as a Coming Soon or a Pre-Launch Reminder email

You might like: eCommerce email marketing-The complete guide

7. Create early sense of loyalty (Moment)

What works in this product launch email: 

• Creates a sense of urgency and exclusivity with their copy (letting you know first, early-bird deals)
• Offers the pricing right away, heightening transparency—a must-have in a product introduction email
• Shares a product range for all their target audiences with relevant details such as a size guide

When to use: Ideal as a Product Launch email or Discount and Special Offer email

You might like: eCommerce Email Design: 25 Beautiful Examples (& Why They Drive Sales)

8. Make minimalism convey more (Great Jones)

What works in this product launch email campaign: 

• Builds trust by taking into account customer needs and incorporating them in their new launches
• Unique and peppy design that matches their brand image
• Keeps the copy and design minimal with a strong call-to-action

When to use: Ideal as a Product Launch email

9. Build on the familiarity (Lyft)

What works in this product launch email:

• Leverages existing brand story to enter a new market
• If you look at the email, it’s clear, concise, and very subtly (and not super overtly) peppy
• It goes into the nuances of the new product, giving the recipients a taste of what's to come without giving too much away

When to use: Ideal as a Product Launch email or as educational content right after the launch

10. Leave some hints (Soylent)

What works in this product launch email campaign: 

• Builds anticipation and interest with both copy and design — even the image mystifies the reader
• Communicates a date for the launch to their customers
• Hints at soon-to-happen engagement (subtly pursuing the reader to keep this top-of-mind)

When to use: Works best a Coming Soon or a Product Teaser email

11. Make it unforgettable (Havenly)

What works in this product launch design email:

• Snappy copy that opens the email and hooks the audience in
• Element of mystery that builds intrigue & keeps the audience engaged
• Pre-act CTA that calls for the visitor to perform a micro-conversion, thereby building excitement for the product launch
• Contact information to account for customers who may have questions

When to use: Works best as a Coming Soon or Product Teaser email

12. Stimulate the thinking mind (Tread)

What works in this product launch email template:

• 'Tread Anywhere’ spells great play on copy
• Completely transparent pricing
• The images bring in a variety of angles so customers can get the full picture
• The "sustainable" nudge at the end of the email makes for one of the best product launch campaign ideas

When to use: Ideal as a Product Launch email or Special Offer email

Check this out: Turn boring transactional emails into cash cows: 10 proven ideas

13. Bring in the benefits clearly (Casper)

What works in this product launch email template:

• The visual hierarchy and design layout are worth noting—this email has it in common with the best new product launch examples
• The benefits of the product are clearly mentioned with every headline
• They close the email with the store address, social media, as well as customer service numbers

When to use: Works best as a Product Launch email or reminder

14. Create deeper product awareness (Hers)

What works in this product launch email template:

• The layout creates cognitive relief for the reader and reduces cognitive load
• The product benefits are displayed well with the various flavors
• The use cases find ample demonstration

When to use: Works great as a Product Launch email or a Special Offer email

15. Make photography do the talking (Bare Performance Nutrition)

What works in this product launch email template:

• A striking image becomes the centre stage
• The rest of the email only encourages the user to convert, with a powerful CTA button
• A relevant hashtag for readers to go check the brand out on social

When to use: Can be a good Pre-Launch Reminder email

16. Put together 2 favourites (Disney x ALDO)

What works in this product launch email: 

• Highlights the two popular brands to create instant anticipation
• Trust calls towards the end to build guarantees for customers
• Included a “Join the ALDO Crew” button to encourage users to be a part of the pre-sale, building audience on-the-go.

When to use: Works best as a Product Launch teaser email

17. Make the communication inviting (Minna)

What works in this product launch email:

• A warm and inclusive tone of voice in the copy
• Product description that touches all the right emotional chords

When to use: Can be a good Seasonal Launch Email

18. Leverage multiple audience groups (MVMT)

What works in this product launch email campaign:

• The product launch design wastes no time in catching the attention of the followers of both the collaborating brands
• “Beat the crowd…” brings in a touch of exclusivity

When to use: Works best as an Exclusive Coming soon launch email

19. Highlight the most impactful details (Airbnb Goods)

What works in this product launch email campaign:

• Drives home trust and anticipation by informing clearly that two globally known brands are coming together
• Multiple relevant CTAs that drive deeper engagement with the launch

When to use: Works best as a Product Launch email

20. Drive scarcity subtly (Quip)

What works product launch email template:

• Attracts attention quickly through minimalistic yet bold design
• Uses minimal language to create anticipation around a limited edition product

When to use: Works best as a Product Launch email

21. Show all that’s new (A Kids Book About)

What works in this product launch email campaign: 

• Minimal use of imagery and maximizing of white space
• The call-to-action is precise—customers know exactly what they need to do next

When to use: Can be used as a Product Launch reminder email

22. Make it feature-rich (Apple Watch Nike+)

What works in this product launch email:

• Brilliantly detailed product photography that’s a mark of both the brands in question
• Uses language in the best way possible to talk about how carefully the product has been created

When to use: Works best as a Product Launch email

23. Validate through social proof (Magic Spoon)

What works in this product launch email campaign: 

• Creates anticipation with the copy (Have you heard the buzz?)
• Use of contrasting colors for font and background and the choice of vibrant colors
• Use of social proof by adding a customer review—the Instagram snapshot adds another layer of trust

Here are 15 more ways to get these reviews.

When to use: Ideal as a Product Reviews email

24. Blend communication with context (Frame.io)

What works product launch email: 

• Sets the mood for a surprise with the copy
• Communicates the date of the launch for their customers
• Presents option to sign up beforehand with a CTA (reserve your seat)
• Leverages word of mouth marketing by adding a social share CTA

When to use: Works best as Coming Soon or a Product Teaser email that's sent right before a launch

25. Involve the community (Massdrop)

What works in this product launch email campaign: 

• Uses social proof inte headline to drive confidence
• Simple yet effective layout to showcase their new product—the "See Drop" button is also prominently featured, so recipients know exactly what to do next

When to use: Works best as a Product Launch email

10 Product Launch Email Sequence Templates

Taking the above 10 brands as inspiration, we ran a bunch of emails for our clients to help them launch their products.

Based on the performance, we compiled a list of 10 high-impact templates.

We’ve broken it down to 3 stages - pre, during and post the launch of your product and have covered the list of emails you can send during those times. We also looked at the right audience and drafted a sample CTA to get you started. 

BEFORE THE PRODUCT LAUNCH

1. Customer Reviews Email

Target Audience: your previous customers, bloggers, influencers, celebrities

Subject line: Be the first to try (Product)

Body: Hi, I’m (Name), (Designation) at (Company). 

We’re launching a new (Product) and I was wondering if you’d like to be one of the first ones to try it.

If so, we’ll be happy to send you the (Product) and request you to shoot a video of how you found it. You can check out what we did for our previous launch here: (Link)

If you decide to write back to us, It’ll be a pleasure to have you as our voice for the new launch. 

Thanks.

2. Product Teaser Email

Target Audience: Your subscribers

Subject line: It’s coming. Keep your inbox refreshed. 

Body: Psst! Can you keep a secret?

Something big is coming. It’s NEW. And it’s for YOU.

(Hint: It’s going to change how you <Benefit>)

Stay tuned and watch this space for more details.

3. Thank You Email for Customer Reviews

Target Audience: your previous customers, bloggers, influencers, celebrities

Subject line: You’re one of the FIRST. We know you’ll LOVE THIS

Body: Hi, I just wanted to say Thank You ❤

We’re so excited to have you as one of the first to try our new (Product).

You can use it to (Benefit).

We’ll update you as soon as your (Product) ships. So keep an eye on your email. 

P.S. We’d love to hear what you think of (Product). So at any time, feel free to share a review on our Facebook page (Link). 

Enjoy.

<CTA> Let's get reviewing

4. “Coming Soon” Email (with/without discounts and pre-order options)

Target Audience: Your subscribers

Subject line: The countdown has BEGUN...

Body: Hi, Your wait is almost over. 

We’re so close to launching our new (Product).

We can’t wait to introduce you to the most powerful (Benefit) yet.

On (Date), we’re officially going LIVE. 

Want to be the first to get this? 

<CTA> Be the first to see this OR Join the waitlist OR Yes, Notify me

P.S. The first 10 people to sign up will get 10% OFF. 

See you on (Date). 

Pro Tip: For a wider reach, add this line to the footer of any email you send in between this email and the next email:

P.S. Coming Soon: Our newest (Product) arrives on (Date).

Find out more here (Link)

5. Pre-Launch Reminder

Target Audience: Your subscribers

Subject line: Surprise. You’re seeing this a day early...

Body: Hi, 

Ready to be the first one to try our new (Product)?

This new (Benefit) arrives tomorrow. 

(For the discount winners) Since you were one of the early ones to sign up, we’re happy to offer you 10% OFF.

<CTA> Shop Now.

DURING THE PRODUCT LAUNCH

6. Product Launch Email

Target Audience: your subscribers

Subject line: Introducing the (Product)

Body: Hi, For years, our customers have (Problem).

Today is the day that changes.

We’re proud to announce our (Product).

It’s the most powerful (Benefit).

The (Product)’s (Features) helps…

While other (Competitor Products) …, our (Product) … (Comparison).

<CTA> Shop Now.

7. Product Reviews Email

Target Audience: Your subscribers, bloggers, influencers, celebrities

Subject line: The REVIEWS are in!

Body: Hi, It’s FINALLY HERE!

The (Product) is launched and it’s already becoming the talk of the town.

Meet the brand new (Benefit).

<CTA> Shop Now.

8. Discounts or Special Offer Email

Target Audience: Your subscribers, bloggers, influencers, celebrities

Subject line: Have you tried our new (Product) yet? 

Body: Hi, Our newest (Product) is finally here and is becoming quite the rage!

We’d hate for you to miss out on this. 

Here’s something for you: 10% OFF

<CTA> Shop Now.

AFTER THE PRODUCT LAUNCH

9. Sold Out Reminder Email

Target Audience: Your subscribers, bloggers, influencers, celebrities

Subject line: Reminder: Our stocks are disappearing fast...

Body: Hi, The sale for our new (Product) is closing soon.

We’re almost sold out of our first batch of new (Benefit). 

We’ll be closing all sales soon after fulfilling all existing orders. (We can get more for you too!)

If you’d still like to get one of our (Product), you’ve very little time to order. 

<CTA> Shop Now.

10. Stock Closing Email

Target Audience: your subscribers, bloggers, influencers, celebrities

Subject line: SOLD OUT: Our new (Product)

Body: Hi,  Oops, you lost your chance to get (Product).

Our first batch just got sold out. 

But don’t worry. You can STILL get one of these from our next batch.

<CTA> Join the waitlist OR Yes, Notify me

Remember:

Getting your product launch emails right depends on three things - the underlying message, the copy and the perceived value.

Get these to work smarter and you have yourself a winning email sequence to skyrocket the sales of your new product.

All the best for your launch!

BONUS: Frequently Asked Questions About Product Launch

1. What is a product launch email?

A product launch email is a type of email that is used to announce a new feature, new product or service which was released to the public. The features of this type of email are usually very new and they haven't been announced yet.

A product launch email is a simple but powerful way to introduce a new product to your market. It also sometimes serves as an effective reminder for your customers on how much the product has changed since their last purchase.

2. What are the different types of a product launch email?

There are at least 5 different types of a product launch email that you can bring into your marketing mix:

• Product upgrade or release emails: These are effective when you're launching a single defining product or announcing upgrades to an existing bestseller
• Product line launch emails: These work well when you have a whole range of products to launch, preferably under a single theme or in line with a specific season
• Early access or pre-order emails: These are what you need to send to loyalists to get early traction and feedback to know how a launch is likely to perform
• Limited edition drop emails: These emails are again ideal for long-term customers or highly aspiring new ones who're just waiting for the right opprunity to buy
• Product feature teaser or support emails: These emails can either create anticipation in the pre-launch phase or create awareness in the post-launch phase

3. How do you introduce a product launch email sequence?

Before you start crafting your emails, it's important to think about what you want to achieve with your campaign. Are you looking to generate buzz and interest in your product? Drive traffic to your website? Boost sales? Once you know your goal, you can start planning your email content.

Make sure you understand who your audience really is so you're sending relevant, targeted content to the right people. If you're not sure who your target audience is, now is the time to do some research and figure it out.

Above all, remember that timing is everything when it comes to introducing a product launch. You'll want to make sure you send your emails at a time when your audience is most likely to be engaged and receptive.

4. What is a good email opening sentence?

Your subject line is your first opportunity to make a good impression, so make sure it's catchy and relevant to your product.

The opening sentence should be clear and inviting: something like “have you seen what’s new with us?”

Think about what kind of content will interest and engage your target audience. What kind of information will they be looking for? What will capture their attention? Brainstorm some ideas and then an opening sentence that will help you achieve your goals.

5. How do you write a product launch email?

Here are some things to keep in mind when crafting eCommerce product launch emails:

1. Make sure your subject line is eye-catching and informative.

You want people to open your email, so make sure your subject line is interesting and tells them what they can expect to find inside.

2. Keep your message short and sweet.

People are busy and they don’t want to read a long email. Keep your message brief and to the point.

3. Include a call to action.

Tell your readers what you want them to do, whether it’s visiting your website, buying your product, or signing up for your newsletter.

4. Use images.

People are visual, so include an image or two to help get your message across.

5. Personalize your emails.

Use the recipient’s name in the email to make it feel more personal.

6. How do you announce a new product in an email?

The idea is to keep it simple yet snappy so that readers continue to show interest in buying the new product—here's a flow you can follow:

- State the name of the product (in the microcopy state if it's an upgrade over an existing product)

- Talk about what it solves and how long it'll take for results to show

- Mention social proof (if it's been reviewed by a magazine or an influencer, offer a link it possible)

- Mention the CTA

Transform Email Marketing Into A Revenue Machine

Most eCommerce store owners don’t see email as a serious revenue stream.

Ask them about the importance of email marketing, and you'll hear: “we don’t really have a major strategy,” “we mostly use generic templates,” or “we just send emails to people on our list.”

BUT AT THE SAME TIME: 

There are stores out there that drive 30%+ of their revenue from email marketing. 

Engage can help you do the same - Book a free demo.

We’ll show you:

• workflows we can create for your store,
• proven ways to drive 30% or more $$ from email alone, and 
• successful templates and strategies from your industry (and others).