10 Product Announcement Email Examples

Analysis reveals that for each $1 you spend on electronic mail advertising and marketing, you may count on a median return of $42. Evaluate that to paid promoting the place the common ROI is $2 for each $1 spent. 

You’ll be able to see why electronic mail is such an important a part of an efficient product launch technique. 

E mail is worthwhile as a result of it means that you can speak on to your viewers. You don’t must depend on ever-changing algorithms and hope your message reaches the supposed phase. E mail provides you a direct, unobstructed technique of communication, thus an even bigger return.

On this article, we’ll cowl what’s wanted to seize consideration in a stacked inbox. Then, we’ll break down 10 profitable product announcement emails, taking a look at why they work and what you may study from them.   

Profitable the battle for inbox consideration

Whether or not it’s a brand new product launch, product replace, or upcoming occasion invitation, the purpose of a product announcement electronic mail is at all times the identical. It ought to:

  1. Get the phrase out to as many individuals in your target market as doable
  2. Educate clients on options, advantages, and availability
  3. Persuade clients to take motion

To realize any of these items, it’s essential get your electronic mail seen. This implies profitable the battle for inbox consideration. With round 320 billion emails despatched and acquired day-after-day, that is no straightforward feat.

That sheer quantity means a product launch electronic mail can’t be a one-and-done effort. A single correspondence is simply too prone to get misplaced within the shuffle.

To achieve, interact and persuade your target market, your greatest wager is to strategy launches as an electronic mail marketing campaign. Craft a sequence of emails that seize consideration whether or not the recipient is an excited fan or solely vaguely aware of your model.

Making a product announcement electronic mail sequence

With any electronic mail sequence, timing is as vital because the messaging. For a product announcement, you wish to construct anticipation forward of launch and comply with up after. 

Your electronic mail sequence ought to look one thing like this:

1. Teaser electronic mail: A heads up that one thing new is coming quickly. You’ll be able to trace at what it’s, however don’t go into an excessive amount of element. You solely wish to construct hype and pleasure. Scientists have discovered that anticipation might be even more rewarding than the expertise itself, so be sure that to put it to use to construct curiosity. Goal to ship out your teaser electronic mail as much as two weeks earlier than launch. 

2. Product announcement electronic mail: Inform your viewers concerning the product they’ve been wanting ahead to. Fill them in on key particulars (what it’s, the way it advantages them, launch date, and so on). Use pictures and movies the place vital to indicate off your product and ramp up the thrill. 

3. Product launch electronic mail: Let your viewers know that the product is reside. Reiterate options and advantages when you’ve acquired their full consideration. 

4. Observe-up electronic mail: After the preliminary pleasure has died down and gross sales have slowed, comply with as much as remind your viewers of your new product and what’s nice about it. Ship your follow-up electronic mail per week after launch. Make it possible for your electronic mail record is segmented in order that solely subscribers who haven’t but made a purchase order obtain it. 

Crafting a product launch electronic mail sequence provides you many alternatives to have interaction subscribers. Those who open your first teaser electronic mail can go on a journey with you from announcement to launch.

Those who solely see one electronic mail within the sequence must be intrigued to study extra or able to make an knowledgeable resolution. Each electronic mail within the sequence, irrespective of the order, ought to concentrate on these outcomes. 

Work beneath the idea that that is your solely alternative to seize consideration. This implies crafting a catchy product launch electronic mail topic line. 

Writing an electronic mail topic line that stands out

There isn’t a magic formulation for this. And no topic line you attempt will work each time. However there are ideas you may comply with. 

Shanelle Mullin goes deep on what these are in her publish on bettering open charges. 

Listed below are the core ideas to remember…

1. Repeatedly take a look at your topic traces and measure your success by open fee.

2. Analysis your viewers’s voice by way of surveys and interviews.

3. Use tasteful personalization meaningfully, however take a look at it to show that it really works on your viewers.

4. Select readability over being stylish or intelligent. If you happen to’re contemplating an empty suitcase or curiosity hole, take into consideration the expectations you set along with your viewers upon opt-in.

5. Pay attention to cellular topic line character restrictions.

6. Select each phrase rigorously. In topic traces, a single phrase could make an enormous distinction.

7. Phase your electronic mail record to uncover deeper insights about what’s working and what’s not.

8. Deal with preview textual content and from identify as an extension of your topic line. 

This electronic mail from Grammarly stood out in my inbox due to its use of the siren emoji and enticing supply: 

Grammarly subject line

Nike’s topic line additionally caught my eye: 

Nike subject line

It turned out the footwear weren’t my new favorites. However the topic line actually made me wish to discover out. In that sense, it did its job completely. 

“The headline is the ‘ticket on the meat.’ Use it to flag down readers who’re prospects for the form of product you might be promoting.” – David Ogilvy

Let’s take a look at some completely different topic traces utilized by manufacturers to get consideration. And, dig into how they craft their emails to have interaction customers and drive click-throughs.

10 examples of manufacturers that nail product announcement emails

We’re not sharing product launch electronic mail templates. As quickly as they’re out on the planet they instantly develop into unoriginal. As a substitute, take inspiration from the launch electronic mail examples under to craft your individual distinctive campaigns

1. Digit

Topic line: Large (very huge) information

On-line financial institution Digit’s announcement of “Large information” in its electronic mail topic line is intriguing. But it surely’s the addition of “(very huge)” that helps it stand out. 

It’s a small contact, however it matches in with Digit’s quirky and conversational tone of voice. It additionally provides further weight to the announcement.

The attention-catching topic line is supported by a robust header (representing the distinctive promoting proposition (USP): “A checking account you may brag about.” That is adopted by a picture of its cellular app and distinguished CTA button placement, making it straightforward to see how the app works and be a part of the waitlist. 

The physique copy is concise, simply 5 brief sentences. But it surely tells readers concerning the product and the way it advantages them: it saves and invests “so that you don’t must.” If monetary planning isn’t your factor, that is very compelling. They then embody one other CTA button, giving readers a number of possibilities to enroll. 

Subscribers that grabbed the chance to affix the waitlist turned a part of a product launch electronic mail marketing campaign: 

Digit’s follow-up electronic mail options your spot within the line and the way many individuals have joined the waitlist. Social proof 101: make individuals really feel they’re a part of a shared expertise so that they really feel extra assured about their decisions. 

The e-mail additionally consists of referral hyperlinks to have interaction members, giving them the prospect to share the marketing campaign to maneuver up the record. 

Lastly, readers are pushed to academic content material concerning the new product. This works to persuade members who’re on the ready record however not sure about absolutely committing. It additionally particulars why the product is vital, giving readers extra cause to wish to leap the queue. 

What you may study from this electronic mail

CTA positioning is vital 

Your CTA placement must be strategically tied to your targets. In order for you customers to decide to one thing, use multiple CTA.

Putting a CTA above the fold implies that recipients will see it on no matter system they’re utilizing. This acts as an instruction to readers to take the specified motion. 

The second CTA is used to nurture the lead in the event that they’re not fairly able to commit. Digit locations this one on the backside of the e-mail, giving readers the prospect to study extra earlier than taking motion.

In order for you customers to take motion, at all times go together with a CTA button and clear directions. Marketing campaign Monitor discovered that utilizing a button-based CTA elevated its click-through fee by 28% over a link-based CTA

Maintain clients engaged

If a subscriber has joined a ready record on your product, don’t let that be the final they hear of you earlier than launch.

Digit’s affirmation electronic mail does an amazing job of conserving members inquisitive about gamifying its record.

Everybody desires to be the primary particular person to get their palms on a shiny new product. Giving them the prospect to maneuver up the record retains clients excited whereas giving Digit higher publicity.

Take a look at methods to maintain pleasure ranges excessive in order that your subscribers look ahead to launch day.

2. Kajabi

Topic line: Get a aggressive edge with Kajabi

Kajabi’s topic line provides readers a cause to click on by promising them one thing. “A aggressive edge” is vital to Kajabi’s viewers of entrepreneurs, entrepreneurs, and influencers. 

Clicking by way of, readers are met with a robust headline: “Actionable insights from a #1 Podcaster”. This immediately tells us that the insights are price taking discover of. 

The copy tells readers concerning the podcast and what we’ll study from listening, with a CTA hyperlink to the podcast and a CTA button to Kajabi’s podcast device.

Its use of CTAs is intelligent. By making the podcasting device CTA a button, Kajabi subtly prioritizes its major supply. 

These which are within the podcast will discover their solution to the podcast hyperlink. However the eye is of course drawn to the blue button, which drives site visitors to its gross sales touchdown web page.

What you may study from this electronic mail

Use influencers to offer your emails gravitas

Kajabi highlights in daring that its podcast visitor is “Alex Ferrari, creator, blogger, speaker, marketing consultant, and host of the Indie Movie Home Podcast (the #1 filmmaking podcast on iTunes).” 

This provides authority. Even if you happen to don’t know Alex, it’s clear he’s an enormous deal in movie and podcasting. You wish to hear what he has to say. And never solely that, he’s a Kajabi person. 

If a primary podcaster trusts Kajabi, it must be good, proper?

Take into consideration how you should use influencers or distinguished clients to persuade customers to take motion. Even when the identify doesn’t ring a bell along with your viewers, itemizing their credentials may give your product credibility.  

3. Havenly

Topic line: One thing new is coming to Havenly

Havenly product launch email

Havenly’s teaser electronic mail is a good instance of methods to construct intrigue round a product launch. 

The headline (with the assistance of a big blinking eye GIF) instructs readers to be looking out for additional bulletins. And the copy assures them that what’s coming will likely be well worth the wait.

“Subsequent week, we’re launching one thing new, that we all know you’ll love. 

“That’s all we are able to say for now…”

It’s clear, easy, and makes you wish to discover out extra. 

The shortage of a name to motion can be a intelligent contact because it requires you to both sit tight or proactively go to the Havenly web site.

What you may study from this electronic mail

Generally, much less is extra

On the subject of constructing anticipation, present simply sufficient particulars or a sneak peek to maintain readers pondering of the chances.

Forgo CTA buttons and eradicate any distractions in electronic mail design in order that the readers are left wanting extra. 

Havenly’s electronic mail builds anticipation with the promise that they’ll love what’s coming. This rising curiosity ought to drive motion in follow-up emails.

4. Apple

Topic line: AirPods Professional are right here.

Apple is a grasp of the product launch. It’s why so many individuals tune into its reside occasions and queue across the block when the newest iPhone hits cabinets. 

Its new product announcement electronic mail for the AirPods Professional makes use of sturdy imagery and highly effective copy to promote the product. 

A black background helps the product pictures and blue CTAs stand out to attract readers in. It additionally lets the visuals do lots of the heavy lifting, with solely brief copy wanted to focus on new options. 

Info can be clearly displayed, together with the worth and particulars of methods to expertise AirPods Professional in-store. This degree of readability is vital when a product is in excessive demand.      

What you may study from this electronic mail

Advantages over options

Announcement emails purpose to drive motion, so you need to lead with advantages over options. That’s as a result of individuals buy on emotion and justify it with logic—and advantages faucet into feelings.

Quite than inform clients the AirPods Professional has a 519 mAh battery, Apple talks about them delivering “Greater than 24 hours listening time.”

From a dry reality, Apple has delivered a cause for individuals to purchase the product. 

To translate options into advantages, ask your self: “so what?”. Right here’s an instance from Enchanted Marketing:

The oven preheats rapidly.

So what?

It’s rapidly prepared to start out cooking your lasagna.

So what?

Your meals is on the desk sooner.

So what?

Life is much less disturbing. There’s much less hanging across the kitchen ready for the oven to prepare. And also you don’t have to fret you may overlook to preheat your oven.”  

Contemplate your readers’ intentions

Not your whole clients will likely be prepared to purchase the primary and even the fourth time they learn your product announcement emails, particularly if you happen to’re promoting a high-ticket merchandise.

To take away a barrier to buy, present supporting info that helps with decision-making. 

Apple consists of a number of CTAs in its electronic mail that time customers on the AirPods touchdown web page. There, they’ll discover out extra and examine fashions. It additionally gives a hyperlink to a retailer finder for its viewers to check out AirPods in particular person. 

This supplemental info works to nurture readers who aren’t able to commit to purchasing. For individuals who are, the “Purchase” button subsequent to the worth stays essentially the most seen CTA on the web page.

Everyone seems to be catered to. 

5. Farewill

Topic line: Farewill Launches Phone Service

Farewill’s model is outlined by its conversational tone and use of illustrations to make their product (which is severe in nature) a bit much less intense. 

“​​The less complicated solution to take care of loss of life” is their touchdown web page’s USP, which sits on a shiny yellow background and showcases cartoon-like figures smiling on a sofa. 

This vibe carries by way of to its product launch announcement electronic mail. 

What this electronic mail will get proper is the readability of its message. In three paragraphs, readers study the issue and are offered the answer. It’s clear and to the purpose, however written with simply the correct quantity of sincerity.

The copy is capped off by a well-spaced CTA button that’s free from distractions. And, a bit of additional down the web page, a testimonial that provides social proof. 

What you may study from this electronic mail

Write briefly sentences and brief paragraphs 

Every paragraph of Farewill’s electronic mail is a single sentence, well-spaced throughout not more than 4 traces. That is vital because it makes the phrases straightforward to digest. 

Individuals don’t learn on screens the identical means that they do in print. White area is vital for serving to us soak up what we’re studying, particularly on cellular units. 

A study by D.Y.M Lin reveals that “correct use of white-space between traces of paragraphs and its left and proper margins can improve comprehension as much as 20%.”

Break up any paragraph of greater than three traces. It will make sure that even when the reader skims, they’ll be capable of discover the knowledge they want and also you’ll be capable of get your key factors throughout. 

6. Willo

Topic line: Your unique invite | Willo is reside in 24hrs

Electrical toothbrush model Willo builds the intrigue for its product announcement from the topic line.

Extending an “unique invite” makes clients really feel like they’ve been chosen to obtain this electronic mail and are a part of a choose few. 

The easy headline (“The countdown has began…”) mixed with a daring product picture of Willo grabs consideration and makes readers wish to discover out extra. 

When the reader scrolls down, they discover out why they’ve been chosen, together with the important thing info and a code they should buy on launch day.

Lastly, there’s a video that introduces the product and covers the advantages for individuals who want a bit of extra convincing. 

What you may study from this electronic mail

Use shortage to persuade and convert

By giving recipients unique early entry to one in every of only one,000 models, Willo successfully makes use of the shortage precept: the rarer the chance or product, the extra useful it’s.

“When one thing is uncommon, it’s alluring–true whether or not you’re speaking about valuable gems or a pristine version of the primary problem of Motion Comics (which launched Superman). And psychologists have lengthy identified that if you can also make a shopper good extra fascinating by making it seem uncommon.” [via Science Daily]

It’s the identical approach that convinces individuals to behave when an airline declares that there are “solely 8 seats left at this worth”.

In order for you individuals to take rapid motion, pushing a restricted variety of merchandise, a restricted worth or a restricted interval can create a way of urgency. It performs on individuals’s FOMO, in addition to emotions of exclusivity and standing.

Check out our article on 18 Shortage Examples that Can Enhance Gross sales for a deep dive into the influence of shortage and methods to harness it.

7. Casper

Topic line: You barked, we listened

Casper’s new product launch electronic mail is an instance of a model that is aware of its viewers.

The topic line “You barked, we listened” resonates with canine homeowners, compelling them to click on. This tone carries into the e-mail. 

Using the phrase “Meet”, for instance, is extra pleasant and private to canine lovers used to assembly new pooches. They’ve probably performed voice-of-customer (VoC) analysis and perceive CTAs like “Get” or “Purchase” are too abrupt.

The introductory copy is minimal however highly effective. Referring to research and testing reveals readers that Casper has put lots of thought and care into its product.

Lastly, the white background helps draw consideration to the CTA and, extra prominently, to the GIF of a sleeping canine dreaming of a passing squirrel. Nothing connects with canine lovers fairly like a picture of a cute canine in your product.  

What you may study from this electronic mail

Inform readers why your product is the very best

Casper is a longtime and revered mattress model. Its electronic mail copy may have been so simple as “Get the proper mattress… for canines” and recipients could be interested by studying extra.

However Casper doesn’t take this strategy. As a substitute, it explains what went into making the mattress. 

“So our award-winning engineering workforce spent greater than a yr conducting intensive sleep research, testing supplies in world-class laboratories, and designing numerous prototypes. The outcome? An ideal mattress… for canines.”

‘Good’ by itself is an empty phrase. The identical goes for ‘distinctive’ or ‘the very best’. At the same time as a longtime model, you may’t depend on these phrases to get the job achieved. Explaining why your product is ideal or the very best provides it weight (and helps you differentiate). 

In order for you readers to take motion, inform them why yours is the product they want, and why it’s completely different/higher/extra fascinating than anything. 

Use GIFs to extend engagement (however take into consideration accessibility)

GIFs are a enjoyable means to attract consideration to a proposal and showcase a product with persona. However they might not at all times have the specified impact. 

Whereas most main electronic mail purchasers assist GIFs, not all do. In case you have lots of subscribers utilizing some variations of Microsoft Outlook, GIFs will solely show as a static picture.

This chart by Litmus reveals which electronic mail purchasers do and don’t assist animated GIFs:

Table showing which email clients support gifs

Textual content-heavy GIFs may also pose an issue to visually impaired viewers, who could wrestle to overview content material earlier than the animation adjustments. Moreover, flashing charges of between 2 Hz and 55 Hz are harmful to recipients with photosensitive epilepsy. 

To make sure GIFs work in your favor: 

  • Maintain them easy (Casper’s GIF is nice as a result of it really works simply in addition to a picture)
  • Keep away from overly flashy content material
  • Maintain file dimension under 1MB for quick loading
  • Use ALT textual content for subscribers who depend on display screen readers
  • Again up GIFs with headlines and duplicate to offer context

8. Tremendous Workforce Deluxe

Topic line: Tremendous Workforce Deluxe, Now Open! Now that is what it’s like when worlds collide…Are you able to go?

Super Team Deluxe’s new product launch electronic mail is an instance of the facility of nice writing.

Quite than utilizing HTML, Tremendous Workforce Deluxe’s electronic mail takes customers on a journey with phrases. 

The headline grabs readers: 

“Wait.. what’s that scent?” 

Posing an intriguing query makes you wish to learn on to seek out the reply.

The copy is equally enjoyable, utilizing Tremendous Workforce’s Deluxe’s quirky conversational tone to inform readers about new merchandise and reply widespread questions.

The CTA leaps off the web page and is according to the language of the e-mail, making you wish to click on it whether or not you’ve learn each phrase or skimmed by way of.  

What you may study from this electronic mail

Be constant in your voice and tone

The extra constant your model messaging is, the extra recognizable your model will likely be. This familiarity will assist you to stand out in a crowded inbox. 

Tremendous Workforce Deluxe’s voice and tone in emails are according to how the model presents itself on its web site and social media. You’ll be able to inform that it’s them, even with out seeing their identify.

Goal for this degree of consistency in your individual content material advertising and marketing.

That’s to not say you may’t change issues up when it’s essential be extra severe, or drop in a joke if you happen to write extra formally. However the majority of your emails ought to be capable of be learn aloud to your viewers with no context and have them know who’s speaking.  

9. CW&T

Topic line: In 24 hours

CW&T’s reside launch electronic mail is one other nice use of shortage. By selling an Instagram Reside stream and Early Chicken reward tier for its Kickstarter launch, the model successfully makes use of FOMO to persuade customers to behave.

The e-mail leverages concise copy, which is cleverly written to encourage readers to become involved:

“Be a part of us on Instagram tonight”

“…get there on launch and tip off your folks”

“We want round 333.333 supporters such as you”

“…we do want your assist.”

CW&T additionally breaks up sections with subheadings to attraction to skim readers and offers every a part of the e-mail room to breathe. That is vital when you’ve got multiple motion you need customers to take. 

As a ultimate private contact, the e-mail is signed off by the CW&T workforce.

What you may study from this electronic mail

Take away the guesswork

In order for you clients to do one thing, inform them. CW&T leaves nothing to guesswork. 

From the outset, readers are instructed what’s occurring, when, and methods to become involved. It backs this up with sturdy motion phrases and phrases that generate enthusiasm.  

Make it private

Sometimes, we discuss electronic mail personalization as utilizing recipient names or segmentation to ship a customized expertise. However a easy sign-off on the backside of an electronic mail is private too. 

Would CW&Ts electronic mail lose something by not attaching “Sending hugs + gratitude, Che-Wei + Taylor” to the underside? 

In all probability not. It will get its message throughout with out it. But it surely’s extra endearing with it.

You realize that Che-Wei + Taylor have written this electronic mail and that they’re grateful for readers’ consideration. This strengthens the emotional connection between model and buyer.

It’s a small contact, however a strong one. 

10. Dims

Topic line: Meet Phrase Desk Mild from Dims

Dims. is a up to date furnishing model that creates trendy items in collaboration with world-class designers. This product launch electronic mail from designer gentle firm Gantri retains with Dims’ minimalist strategy.

Copy is used sparingly, with every line is adopted by a transparent CTA. This retains the whole lot easy. It additionally lets Gantri put the concentrate on the product. 

The Phrase Desk Mild is showcased with sturdy imagery that lets recipients see how the lamp seems in several settings.

For these unfamiliar with Dims., the e-mail ends with a brief ‘About’ part for readers to study extra.

What you may study from this electronic mail

An image says a thousand phrases

The purpose of a product announcement electronic mail is to assist clients perceive the product. 

In case your product is model new or unfamiliar to audiences, you could want to enter element. Willo’s electronic mail did this with an explainer video.

If, nevertheless, your product is self-explanatory, you may get your message throughout by exhibiting the product in motion. 

Individuals understand how lamps work, they solely wish to see how this one may look of their dwelling. There’s no less complicated means of doing this than with pictures. 

The place it is sensible, let pictures do the speaking.


Right here’s a recap of the important thing takeaways from the e-mail instance templates we’ve lined:

  • Use well-spaced CTA buttons with clear directions
  • Maintain readers engaged with incentives and academic content material
  • The place related, use influencers and thought leaders so as to add authority
  • Create teaser emails with simply sufficient particulars to maintain readers wanting extra
  • Lead with advantages over options
  • Contemplate the recipient’s intentions in each electronic mail you create
  • Write clearly and concisely, utilizing brief paragraphs
  • Use shortage to drive rapid motion
  • Use sturdy imagery and GIFs the place acceptable
  • Be constant in your tone and voice
  • Add a private contact to emails

Experiment with these ways in your individual emails. Not each tactic will work each time. Not all will work nicely collectively. 

By testing and measuring open charges, click-through charges and conversions, you’ll study what resonates along with your viewers and methods to encourage motion.

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