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

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

The issue often lies in the product messaging or brand launch communication—lacking creativity, missing some compelling details and sometimes or timed ineffectively. 

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

With emails having an ROI of 42X, here’s what a product launch design can help you achieve:

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

As a bonus, we are also giving away 10 product launch email templates that you can use:

10 Product Launch Email Sequence Templates

The Best Product Introduction Email Examples from eCommerce

We're constantly looking at high-converting emails for inspiration—here are 25 new product launch email examples on email that we found highly compelling:

1. Ann Taylor’s drop-a-hint creates excitement

As a trusted women’s fashion brand, Ann Taylor brings their chic styling to their email marketing too—bold copy, minimalist design and intriguing CTAs makes this product launch campaign shine. 

What works in this product launch email example: 

• The online exclusivity clause is attractive for eCommerce shoppers, and drives more browsing & purchases
• The CTA’s microcopy drives instant curiosity and action

You can use this template for: 

✅ Product drops for only specific customer segments

✅ Limited time flash sale offers

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

2. Peloton makes ownership feel “right”

As a brand that brings “boutique fitness into the home,” Peloton packs amazing informational value into their eCommerce product launch emails—effectively targeting the high intent buyer. 

What works in this product introduction email: 

• Talks exactly about what the shopper can expect from 
• Makes pricing information fully transparent for shoppers to trust the buy

You can use this template for: 

✅ Early access email for a product launch

You might like: eCommerce Product Launch Landing Page: 14 Amazing Examples

3. Moment grabs attention from ONE segment

The best product launch emails tend to do one thing well: not generally oversell. Moment, an eCommerce brand that serves creatives and creators know this well and exhibits that knowledge in the following product introduction email. 

What works in this product launch email template: 

• Segments like a boss—the iPhone 13 buyer instantly feels invited!
• Outlines the features & benefits clearly for shoppers even if they don’t click-through

You can use this template for: 

✅ Pre-order launch email 

✅ Follow-up email to a main product launch email

4. Harry’s makes it feel exclusive

When products are positioned as being exclusive, shoppers feel a greater pull in buying them and standing apart from the crowd. Harry’s, an undisputed men’s grooming brand in the eCommerce space, creates product launch design using this philosophy. 

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 benefit-driven info

You can use this template for: 

✅ Pre-order email (use authoritative social proof to improve CTR)

5. Drop intentionally rides on audience opinion

Anyway a brand that’s recognized for its custom-make and design-led products, Drop falls back on audience opinion for some of their product launch campaign ideas like tis one:

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What works in this product launch email template: 

• Customer feedback gets ALL THE CREDIT 
• Features a survey after building the conversation up with product mentions

You can use this template for: 

✅ Follow-up to the original product launch announcement email

6. Boosted leverages a sense of mystery

Electric scooter and skateboard Brand knows their product launch design has to cut through all kinds of email clutter—hence a sense of mystery and anticipation leads the way. 

What works in this product launch email template: 

• Uses minimal design that’s in line with the brand
• Offers an option to explore what’s new (creating anticipatory needs in the process)

You can use this template for: 

✅ Pre-Launch Reminder email

7. Frank Body “launches” a loyalty program

When you’re thinking up a product introduction email, think beyond products. Like Frank Body does—they launch a loyalty program just like a product, in effect improving customer lifetime value as well!

What works in this product launch email: 

• Creates excitement first by talking about the immediate rewards of the giveaway
• Talks about long-term benefits of the loyalty program

You can use this template for: 

✅ Referral rewards launch email 

✅ Brand collab product drop email

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

8. Great Jones drives curiosity through minimalism

In this product launch campaign, cookware and bakeware brand Great Jones goes easy on both visual and textual details, easing up cognitive load. 

What works in this product launch email campaign: 

• Creates value by catering to customer needs and making edits to an existing range / product
• Uses minimal microcopy and showcases the product for greater impact

You can use this template for: 

✅ Seasonal launch email

✅ Add-on prompt email after initial purchase

Do check this: 25 Tips to Increase Sales Through Email Marketing (+ Amazing Examples)

9. Alit removes the biggest customer objection

Amongst the new product launch examples we love, is this one by Alit with no hullabaloo about the product in question—on the contrary, opening with a headline that settles the shopper’s mind:

What works in this product launch email:

• The limited edition nature of the launch makes it extra attractive
• Transparency about the quantity that’s up for sale

You can use this template for: 

✅ Post product launch survey email

10. Soylent creates last-minute excitement!

Soylent, an eCommerce nutritional products brand, digs deep into shopper psychology to deliver this product introduction email, which is simple yet super relatable. 

What works in this product launch email campaign: 

• Keeps it fun and engaging by almost reading an email subscriber’s mind
• Offers a sparse visual hint to the actual launch, to support the copy

You can use this template for: 

✅ Progressively building up a Coming Soon email campaign

11. Havenly makes it memorable

As an eCommerce interior design service brand, Havenly ensures their product launch design emails are minimal, fun and engaging:

What works in this product launch design email:

• Snappy copy that opens the email and hooks the audience in with mystery
• Pre-act CTA calling attention to the app gets micro-conversions
• Contact information for customers who may have questions

You can use this template for: 

✅ Limited product drop emails

12. Tread stimulates the shopper’s mind

Created by the much loved sustainable footwear brand Everlane, Tread is a line of sneakers that come in muted colors and can be combined with any kind of wardrobe choice—something that this product launch email design stays true to:

What works in this product launch email template:

• 'Tread Anywhere’ sets the brand mood 
• Completely transparent pricing
• The "sustainable" nudge at the end of the email makes for one of the best product launch campaign ideas

You can use this template for: 

✅ Post-purchase email on product info

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

13. Casper gives a glimpse of the experience

eCommerce mattress brand Casper is known to make their product launch campaign emails clickworthy and engaging—the following one is just an example:

What works in this product launch email template:

• The visual hierarchy and design layout follow the principles of the best product launch emails
• Every headline brings out a clear benefit
• Makes it easy to “find a store” for offline shoppers

You can use this template for: 

✅ Bestseller recommendation emails

14. Hers talks about the product at length

Without getting boring of course—the best product launch emails make sure to let shoppers know why a product or line of products is dependable—like Hers does here:

What works in this product launch email template:

• The layout creates cognitive relief for the reader
• There are various layers of info including flavors, benefits, foods the product can be mixed in etc. 

You can use this template for: 

✅ Product recommendation emails

✅ Cart abandonment emails (imagine featuring some benefits in them!)

15. Bare Performance Nutrition makes the visual create the impact

Supplement and apparel & gear brand Bare Performance Nutrition keeps it simple in this product launch design email by using striking visual and copy—and going low on other distractions:

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What works in this product launch email template:

• Bold imagery that puts the entire focus on the product
• Distinctive CTA color that also psychologically drives urgency

You can use this template for: 

✅ Limited edition product drop emails

16. Disney x ALDO ride on collab energy

Launched in 2023 to celebrate Disney’s 100th iconic year, the Disney x Aldo collection was meant to be a capsule to enthrall fans who’d love a keepsake—and their product launch campaign did full justice:

What works in this product launch email: 

• Copy that sets the tone for the two featured brands
• Microcopy that elaborates all the “FREE” benefits shoppers can enjoy
• “Join the ALDO Crew” CTA to encourage users to be a part of the pre-sale initiative

You can use this template for: 

✅ New category or upgrade announcement email

17. Minna uses inclusive communication

eCommerce tea company keeps their product launch email refreshing, on-point and informative for higher clickthroughs:

What works in this product launch email:

• A warm tone of voice—words like “family” do the trick
• Product description that creates an experience to nudge the buying decision

You can use this template for: 

✅ Special seasonal launch email

✅ Gift card launch email

18. MVMT taps into multiple audiences

In this new product launch example, premium eCommerce watch brand MVMT collabs with well-known music producer Party Favor to draw audiences from both their followeships. 

What works in this product launch email campaign:

• The design tonality of the email screams both exclusive and limited time (making shoppers sit up!)
• The text sign-up nudge makes it accessible for a larger audience 

You can use this template for: 

✅ Exclusive online event emails for loyal customers 

19. Airbnb Goods highlights what’s *most* important

This Airbnb + Staples store launch email covers good ground in creating customer awareness and trust:

What works in this product launch email campaign:

• Information hierarchy that progressively makes the reader aware of the upcoming launch
• Multiple relevant CTAs that drive deeper engagement with the launch

You can use this template for: 

✅ Non-transactional emails that help build a brand

20. Quip builds scarcity, smoothly

Oral care brand Quip is known for keeping their communication and marketing efforts distinctive, just like this product introduction email showcases:

What works product launch email template:

• Minimalistic design aesthetic that lets the product take centerstage 
• Bold & differentiated CTA that sets the tone for action

You can use this template for: 

✅ Upgrade emails to existing products

21. A Kids Book About offers a platter of choices

While choice paralysis is a thing in eCommerce, brands that guide their audiences through choices see better conversions—exactly what this publishing brand drives through this product launch email:

What works in this product launch email campaign: 

• The microcopy sets the theme about “complex and fearless”
• Two CTA choices segment the reading audience well 

You can use this template for: 

✅ Post purchase product info email (throw in a super relevant recommendation to justify the second CTA, and you’re good!)

22. Apple Watch Nike+ sells the features like a dream

Yet again a brand collab, this product introduction email literally runs on two strengths—two mighty brands getting together and the running community being able to access a great device. 

What works in this product launch email:

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

You can use this template for: 

✅ Limited edition product drop email

23. Magic Spoon drives trust through social proof

eCommerce cereal brand Magic Spoon casts an engagement spell with this product launch design email—it’s visually appealing and reads nifty:

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 
• Layers of social proof (review snippet & audience story snapshot)

You can use this template for: 

✅ Cart abandonment email series

✅ Product review email

Here are 15 more ways to get these reviews.

24. Snif packs the “restock” punch

Fine fragrance & scented candle brand doesn’t just a toot a product launch email—they talk about how the launch has been a super success:

What works in this product launch email: 

• Shoppers need no more proof about a product beyond “SOLD OUT”
• The Pre-Order CTA drives real action after the stage for urgency has been set

You can use this template for: 

✅ Reorder reminder email

25. The Lip Bar makes it all about the date

Makeup brand The Lip Bar cuts through the email clutter with this product launch email messaging—makes the launch date land really well:

What works in this product launch email campaign: 

• Easy-to-view sections that make it engaging for shoppers to consume the difference pieces of info
• The icon-led highlights of why the brand makes customers trust it

You can use this template for: 

✅ Limited time flash sale 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!

Frequently Asked Questions About Product Launch Emails

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.

Product launch emails can also sometimes cover new upgrades to existing products. 

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 the following:

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. 

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? 

5. How do you write a product launch email?

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

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

- Keep your message short and sweet.

- Include a call to action.

- Use images.

- Personalize your emails.

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

7. Which product launch email subject lines work the best?

As a rule, product launch email subject lines that create instant anticipation and the need for action work wonders—here are 7 examples we’ve helped our Engage clients with:

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- The Game Changer of the Year is….Almost Here!

- A Magical Upgrade to Your Favorite Product Is Here

- Missing Out Will Mean More Than You Think

- The <Insert Product Name> Just Got More Lit

- Ready to Go Beyond Your Usual?

- Something “New” Coming Up *Exclusive Offer*

- The New Belongs To You—Exclusive Limited Time Offer

Recommended Reading:

24 Best Back-In-Stock Email Examples (+Templates)

40 Discount Email Templates (& Examples) for eCommerce Stores

50+ eCommerce Email Marketing Statistics for 2024

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).