19 Product Launch Email Examples That Drove Massive Sales (+ Templates)
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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:
As a bonus, we are also giving away 10 product launch email templates that you can use:
10 Product Launch Email Sequence Templates
We're constantly looking at high-converting emails for inspiration—here are 24 new product launch email examples on email that we found highly compelling:
Absolut Vodka is the leading brand of Premium liquor offering flavours made from natural ingredients.
You can use this template for:
✅ Early access email for a product launch
You might like: eCommerce Product Launch Landing Page: 14 Amazing Examples
Oh Norman! offers affordable, eco-friendly, and ethically sourced products for dogs. Their product launch campaigns are creative and cleverly targeted.
You can use this template for:
✅ Pre-order email (use authoritative social proof to improve CTR)
Our Place is a kitchenware brand that focuses on sourcing products from women-owned manufacturing collectives and bringing people together with the power of homecooking.
You can use this template for:
✅ For limited edition product launches.
You might like: Best Back-In-Stock Email Examples
Living Proof has a line of science-backed hair care products for shoppers who want focused solutions.
You can use this template for:
✅ For product upgrade launches.
You might like: Beauty Brand Email Marketing Examples
Built by beauty experts, Saie is a brand that focuses on clean ingredients and an inclusive community.
You can use this template for:
✅ For a big launch.
You might like: Discount Email Templates
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.
You can use this template for:
✅ Product drops for only specific customer segments
✅ Limited time flash sale offers
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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.
You can use this template for:
✅ Pre-order launch email
✅ Follow-up email to a main product launch email
Don't forget to check out: 18 Killer Examples Of eCommerce New Years Marketing
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:
You can use this template for:
✅ Follow-up to the original product launch announcement email
Do check this: 25 Tips to Increase Sales Through Email Marketing (+ Amazing Examples)
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!
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)
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:
You can use this template for:
✅ Post product launch survey email
Check this out: Turn boring transactional emails into cash cows: 10 proven ideas
Soylent, an eCommerce nutritional products brand, digs deep into shopper psychology to deliver this product introduction email, which is simple yet super relatable.
You can use this template for:
✅ Progressively building up a Coming Soon email campaign
Do check out: 35 Thanksgiving Email Examples For 2024 (eCommerce)
eCommerce mattress brand Casper is known to make their product launch campaign emails clickworthy and engaging—the following one is just an example:
You can use this template for:
✅ Bestseller recommendation emails
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:
You can use this template for:
✅ New category or upgrade announcement email
Do check this out: How to Boost Sales with Smart eCommerce Merchandising
eCommerce tea company keeps their product launch email refreshing, on-point and informative for higher clickthroughs:
You can use this template for:
✅ Special seasonal launch email
✅ Gift card launch email
You must also read: Fashion Email Marketing: 32 Workflow Ideas (With Real Examples)
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.
You can use this template for:
✅ Exclusive online event emails for loyal customers
You should also read: 30 Best Email Marketing Examples In eCommerce (2024)
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:
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!)
eCommerce cereal brand Magic Spoon casts an engagement spell with this product launch design email—it’s visually appealing and reads nifty:
You can use this template for:
✅ Cart abandonment email series
✅ Product review email
Here are 15 more ways to get these reviews.
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:
You can use this template for:
✅ Reorder reminder email
Makeup brand The Lip Bar cuts through the email clutter with this product launch email messaging—makes the launch date land really well:
You can use this template for:
✅ Limited time flash sale email
You should also check out: Using Videos In Emails – 19 Brilliant Examples From eCommerce Brands
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.
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.
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.
Don't forget to read: 15 Top Examples of eCommerce Teaser Emails (+ Templates)
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
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)
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.
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.
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.
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.
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.
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!
You might also like to read: 13 Incredible Examples of Welcome Emails (eCommerce)
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.
There are at least 5 different types of a product launch email that you can bring into your marketing mix:
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.
Don't forget to check out: eCommerce Email Copywriting: 20 Game-Changing Tips
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.
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
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:
- 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
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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: