Every time a new iPhone drops, you can be sure you’re going to hear about it.
Apple creates huge buzz for each and every new product launch—and it sees massive sales as a result. After all, if the giant tech brand released a new product without any lead up or fanfare, it wouldn’t see any shift in sales.
Instead, we see advertisements. Events showcasing the new features. Videos, graphics, website updates, social media posts, and more.
And on launch day, Apple stores across the globe see lines around the block, so customers can get their hands on the newest tech.
Take a page out of Apple’s book and plan your product launch well ahead of time. This way, your brand can build enough momentum to get your target customers excited. A great product launch starts generating sales and interest before the product is even launched.
And one strategy for doing this is with email marketing.
Throughout this article, we’re going to talk more about what a good product launch email is, key elements it should include, plus several examples to inspire you. Let’s get started.
What is a Product Launch Email?
A product launch email is a marketing email that builds anticipation around a new product—teasing, exciting, and driving action.
These emails don’t just tell your audience about your product—they actively engage them, building anticipation with exclusive offers, countdowns, and sneak peeks.
When launching a new product, brands want to incite buzz early, and email marketing is the perfect way to do that.
Why? Because your email list consists of either your existing customers or people ready to buy. Some might just be waiting for the right product to come around.
That’s why your product launch strategy needs to include emails that countdown to new products, encourage interest and interaction from potential customers, and prime your audience to buy.
Types of Product Launch Emails You Should Know
There are a few different types of product launch emails you can send throughout your campaign.
Depending on how long your campaign lasts and what your strategy is, you may even be sending more than one of these. In fact, the first four email types are in the perfect order for a product launch campaign sequence.
Learn more about what each email type would entail, its goal, and when you would send it in a product launch campaign.
Teaser emails

A teaser email is the first email you’ll send in a product launch sequence or strategy, around 1–2 weeks before launch.
This lets your audience know that something big is happening soon. You can provide a teaser image of the product or a launch date for them to look forward to.
You can also use your teaser email to drum up engagement by asking your subscribers to guess on what they think you’re launching.
Offer an incentive to those who get it right, like a discount on the new product or an entry into a giveaway.
What to include in your teaser email:
- A blurred or edited image, teasing the product without letting your audience really see what it is
- Copy that sparks interest
- A launch date to look forward to
Pre-order emails

A pre-order email is designed to start generating sales before the product is even available.
The biggest difference between this email and a teaser email, is that your teaser doesn’t yet share what the new product is—this one does.
If you choose to share both, your teaser email will go out two weeks before launch, then your pre-order email will go out one week before launch. However, you can also choose between the two for your first email in your sequence.
Your pre-order email will let your customers know what the new product is, key product features that make your target audience want to buy, plus a call-to-action to pre-order the product so they can be among the first to get it.
What to include in your pre-order email:
- High-quality product photography
- A CTA/button to pre-order the product
- A product availability date
Product announcement emails

A product or feature announcement email gets sent out on launch day.
Depending on how you’ve structured your sequence, it’ll be the second or third email you send out. For an effective launch, your announcement email should never be the first email—you need to generate buzz first.
This email lets customers know that a new product or feature is now available to purchase or sign up for. It walks customers through the product uses or benefits and gets them excited to buy.
What to include in your product announcement email:
- High-quality product photography
- Compelling copy that entices customers to buy
- A link to purchase
Follow-up emails

A follow-up email will be the final email in a sequence. Use a follow-up email after the new product is launched to remind customers that it’s now available for purchase.
You can also send out a discount code that is available for a limited time in order to create a sense of urgency that compels potential buyers to bite the bullet and make their purchase.
What to include in your follow-up email:
- A reminder of the newly launched product
- A CTA/button to make a purchase
- An incentive for buying, like free shipping or a discount code
Product update emails

Rather than putting together an entire product launch sequence, you might choose to send a simple email about a product update, like a new color, a new feature, or a new version of an existing product.
While this might not generate as much buzz as a new product launch email would, it’s still a great way to get your audience excited about products they already love.
What to include in your product update email:
- High-quality product photography
- Product update details
- A CTA/button to make a purchase
Key Elements of a Powerful Product Launch Email
Increase your chances of success—i.e., excitement, engagement, and sales—from your product launch emails by incorporating these key elements that really prime subscribers to buy.
Subject lines that grab attention
Your subject line is the first part of an email that your audience sees.
You need it to be eye-catching to increase those open rates. After all, the rest of your email isn’t going to matter if people don’t open it.
Here are a few compelling subject lines that can entice your audience to check out your product release email:
- Coming Soon: [Product Name]
- You’re Gonna Wanna See This
- 3 Days, 10 Hours, 30 Minutes
- Everything Is About to Change
- Introducing [Product Name]
- Get Ready to Love Our Newest Release
- [Product Name] is Here: Get Yours First
- Meet [Product Name]
- Get a Sneak Peek Into Our New Collection
Your subject line should be actionable and stir up intrigue around what your brand has to offer. Get your subscribers excited and make them want to click and learn more.
But keep in mind that your subject lines are also dependent on your brand’s personality and tone.
If your brand tends to take a more straightforward approach, you’ll want to stick with a simple “[Product Name] is Coming Soon” approach. If you infuse a bit more personality into your voice, you can be more creative with your subject line.
According to an analysis of 7.5 billion email subject lines, here are a few best practices to keep in mind:
- Shorter subject lines (think less than 25 characters) drive the most opens
- Subject lines without emojis perform better than those with them
- Personalization should be within the email body, rather than the subject line
- Emails that don’t use “you” or “your” in the subject line perform better
Calls-to-action that drive clicks
Every good product launch announcement email includes CTA buttons that prompt action from subscribers. Use creative verbiage to increase your click-through rates.
Your CTA will vary based on the type of product launch email you’re sending.
For example, a teaser email doesn’t have the same goal as a product announcement email, so your button text won’t be the same.
Here are some examples of calls to action for your next product launch email and the goal(s) of each:
- “Guess what’s coming”: Engagement
- “Find out more”: Education
- “Pre-order now”: Sales
- “Get yours first”: Sales
- “Buy now”: Sales
Your initial pre-launch email goals will typically be to engage or educate your audience on what to expect.
Pre-order and launch announcement emails, however, will typically focus on generating sales instead.
Visuals that engage and convert
High-quality visuals do more than just make your emails look great—they grab attention, tell your product’s story, and drive engagement.
Some ideas include:
- Infographics. Show off all the key features of your product in an easily digestible format.
- Lifestyle photos. Include images of your product in use so people can imagine it in their own lives.
- Teaser images. Partially blur or obscure the product image to create interest.
- Product collection images. Create a graphic that outlines the entire product line.
- GIFs. Showcase your product in action with a moving graphic.
The type of visual you use will entirely depend on your product, your audience, and where you are in the email sequence.
As with all elements, you can A/B test these to find the most effective visual format.
Social proof that builds trust
If your goal is to make sales, it’s always a good idea to include some kind of social proof.
Social proof puts your existing customers and their positive experiences with your brand or product in front of potential buyers, increasing the odds that they choose to buy themselves.
Popular types of social proof include:
- Reviews
- Ratings
- Testimonials
- Case studies
- User-generated content
- Social media mentions
- Brand endorsements
Personalization that hits home
Anytime you can personalize your marketing content, you should.
It makes your customers feel special, like you’re speaking directly to them rather than a group.
Ways to incorporate personalization include:
- Say their name. Just including their first name makes the email more personal.
- Recommend products. Include similar products they’ve already purchased.
- Alert them of improvements. Inform customers of an upgrade to their existing product.
Avoid over-personalization, though. There’s a line between offering helpful information and appearing to know too much about your customer, and you don’t want to cross it.
Product benefits instead of features
While you want to let your customers know about the features of your product, you want to word them in a way that showcases the benefits.
In layman’s terms, a feature is what your product has; a benefit is what it does for the customer.
This helps your customers visualize themselves using the product and gives them insight into how the product can resolve their pain points.
For example:
If you’re selling a smokeless firepit, you want to talk more about the benefits it provides—like being able to enjoy fires with the whole family without having to worry about breathing in smoke—rather than its features—like the airflow technology used to ensure it’s smokeless.
Showcasing the benefits is a much more appealing way to sell your product than simply listing out its features.
Teasers and timers to build anticipation
Anticipation is going to be one of the biggest sellers of your new product.
Take advantage of that and pre-plan a product launch strategy that’s going to get your customers excited.
Some tactics for this include:
- Teasing your product. Show blurred product images, sneak peeks, and mysterious messages that hint at what's coming.
- Getting your customers involved in the launch. Have them guess what your new product is for a chance to win one.
- Putting out countdowns. Think about New Year’s Eve—the people love a good countdown.
- Hosting giveaways. Give away samples of your new product to increase interest.
16 Successful Product Launch Email Examples
Before you start crafting your own pre-launch emails, let’s take a look at a few ecommerce product launch email examples that can help you boost conversion rates.
1. Ice Barrel

Ice Barrel launched a new cold therapy chiller that can pair with the brand’s pre-existing ice barrels (meant for taking ice baths), keeping the temperature cool for the ultimate cold therapy experience.
Type: Pre-order
Subject line: “Launching tomorrow: Ice Barrel Chiller”
Key elements included:
- Product imagery
- Launch date
- CTA button
What you should steal:
- By including the verbiage “launching tomorrow,” the email creates excitement while also providing an exact ETA for the product.
- It shares how detailed the team has been in creating the best possible product, building customer trust.
2. Poppi

Soda brand Poppi launched a new flavor and used this product launch email to build some hype while also generating engagement from its audience.
Type: Teaser
Subject line: “new flavor era loading…😏”
Key elements include:
- Teaser image
- Call to guess
- CTA button
What you should steal:
- Standout visuals that create a cohesive (and evocative) email design—from the exploding can and the creamy orange color palette to the three-dimensional dripping CTA button.
- This email makes the launch interactive by asking subscribers to take a guess.
- It’s a cross-promotional launch strategy on social media, as we can see the link leads to an Instagram post.
3. Be Good Bakery

Be Good Bakery, a sports nutrition brand, used this branded email to tease an upcoming new flavor.
Type: Teaser
Subject line: “Get Ready for Something Deliciously Fit 🤐”
Key elements include:
- Teaser image
- Teasing copy
- CTA button
What you should steal:
- It teases the new product with a blurred out image to create intrigue.
- The copy provides clues on what customers can expect, creating a fun and unique way to engage readers.
- The brand provides an exact launch date, leaving customers with a solid expectation.
4. Nomad

Nomad, an online retailer that sells iPhone cases and Apple Watch bands, put together a product launch email to announce a new collection of watch bands.
Type: Product announcement
Subject line: Introducing: Strike Sport Band
Key elements include:
- Product imagery
- Compelling copy
- CTA buttons
What you should steal:
- It creates urgency with its “limited edition” verbiage.
- The brand includes a “shop now” CTA throughout, so it’s easy to click without having to scroll back up or down.
5. EZCO (Now Happy Editing)

Previously EZCO, recently rebranded to Happy Editing, is an online store that sells film editing textures. The brand used this email to announce a new set of assets coming to the store.
Type: Product upgrade
Subject line: 3 Days : 1 Hour : 57 Minutes
Key elements include:
- Countdown to launch day
- CTA button
What you should steal:
- It includes a countdown, creating an interactive and fun way to let users know when the new products will be available.
- It links to a social media post that provides a sneak peek of the products.
6. 1906

1906 is a CBD brand that sells different CBD and Delta-8 THC products for things like brainpower, energy, relaxation, and more. This email is announcing a new addition to the product line—sleep.
Type: Product announcement
Subject line: Only 107 Sleep Drops left
Key elements include:
- Sense of urgency
- Product imagery
- CTA button
What you should steal:
- The big, bold product image helps to pull the customer in.
- Including a happy customer offers social proof for those considering purchasing.
- Sharing that there are only 107 left in stock creates a sense of urgency.
7. ABSOLUT

Vodka brand ABSOLUT put together this pre-launch email to announce new flavors of their canned cocktails.
Type: Teaser
Subject line: “[NAME], be the first to know about 4 NEW flavors 😁”
Key elements include:
- Personalization
- Teaser image
- CTA button
What you should steal:
- The brand creates an air of mystery by teasing product images with question marks in place of the potential new flavors.
- Interested customers can turn on notifications to discover when the new product is available.
8. Our Place

Kitchenware brand Our Place launched a new pressure cooker with this email filled with high-quality product imagery.
Type: Product announcement
Subject line: “The Dream Cooker has arrived 🤩”
Key elements include:
- Product imagery
- CTA buttons
- Purchase incentive
What you should steal:
- It introduces a new product by sharing functionality details.
- The brand includes CTAs with creative wording throughout, increasing the potential for clicks. Some of these CTAs, which are quite good, include “Discover the Dream Cooker,” “Preorder Yours,” and “Take My Time Back.”
- The email shares a statistic (The Dream Cooker saves up to 80% of your cooking time) proving the product’s value proposition.
- Our Place offers a free trial as an incentive, making it less of a risk for potential customers to try it out.
9. Organics Ocean

Wellness brand Organics Ocean used a short and sweet product launch email template to let subscribers know about its newest supplement offering.
Type: Teaser
Subject line: “A Remedy for Every Illness Except Death”
Key elements include:
- Teaser image
- CTA button
What you should steal:
- The email design teases the product by blurring a photo of the new bottle design.
- The copy creates an air of mystery with verbiage like “coming soon” and “stay tuned.”
10. L’AMARUE

Skincare brand L’AMARUE does a great job of announcing an upcoming product with the above launch email.
Type: Teaser
Subject line: “💧 Light. Exfoliating. And NEW…”
Key elements include:
- Teaser text
- Interactive guessing game
- Incentive to purchase
What you should steal:
- Similar to the blurred product image strategy, they blurred out the product name to tease the new product.
- It incorporates a cross-channel marketing strategy by having subscribers text their guess.
- It creates an incentive for taking that action by offering first dibs on free samples.
- It also incentivizes purchases in general by offering free samples of the new product with any order.
11. Smoosh

Smoosh used the above email to announce its entire brand/product line launch to its subscribers and potential customers.
Type: Teaser
Subject line: “🫧 Smoosh is launched!”
Key elements include:
- Product imagery
- Product tutorial
- CTA buttons
What you should steal:
- The brand kicks off its launch by sharing its mission, empowering customers to join in.
- The email walks interested buyers through how the product works with high-quality imagery.
12. Cozmo

Furniture brand Cozmo launched a new armchair by sharing the above email with its audience.
Type: Product announcement
Subject line: “Your new favourite Armchair”
Key elements include:
- Product imagery
- CTA buttons
- Purchase incentive
What you should steal:
- It provides a discount for purchasing the new product, incentivizing recipients and increasing sales.
- It creates a sense of urgency with verbiage like “limited stock,” another great ploy for generating more conversions.
13. Post Familiar

Wine brand Post Familiar launched a new dry rosé seltzer with this marketing email.
While on brand, I personally don’t love the hot pink text against a black background—especially for readability on mobile devices.
Type: Pre-launch
Subject line: “Introducing our (Low Proof) Dry Rosé Spritzer”
Key elements include:
- Product imagery
- CTA buttons
What you should steal:
- It provides the exact launch date, so customers know when to expect the new product.
- The brand is hosting an in-person launch party and includes the option for customers to RSVP if they want to attend, which is a fun and unique additional aspect of the launch.
14. YETI

Cooler brand YETI launched a new color for its existing products, rather than a new product. However, this is still a great chance to build excitement and purchases with a launch campaign.
Type: Product upgrade
Subject line: “New Color Drop: Olive”
Key elements include:
- Product imagery
- CTA buttons
What you should steal:
- It incorporates high-quality photos to show off the brand’s products in the new color.
- It includes several “shop now” CTAs, increasing the chances that someone will click to purchase.
15. Dagne Dover

Bag designer Dagne Dover launched a complete collection of luggage, sharing all the product options with its audience via email.
Type: Product announcement
Subject line: “The Luggage Edit is here.”
Key elements include:
- Product imagery
- CTA buttons
- Purchase incentive
What you should steal:
- The brand uses visual bullet points to share all the selling points of the new luggage.
- It showcases the full line of products for customers to see.
- It offers a discount for shopping multiple items from the launch.
16. Huel

Nutrition brand Huel shared a sneak peek about an upcoming product launch with this email campaign.
Type: Teaser
Subject line: “Something New is Coming...🚀”
Key elements include:
- Teaser image
- Notification option
- CTA button
What you should steal:
- It teases the product design with a blurred image.
- It includes a CTA for interested customers to be reminded when the product is available.
The Best Tools for Developing Product Launch Email Campaigns
Email marketing like this isn’t possible without the right email marketing software.
Especially for full-scale product launch email campaigns, your brand needs marketing automation capabilities that can send pre- and post-launch emails to generate as much buzz as possible.
Discover our recommendations for ecommerce email marketing tools below.
How to Create Awesome Product Launch Emails
We’ve shown you 16 amazing examples of product launch emails and what we like about each one so you can easily incorporate those elements into your own.
Now, let’s dig into a quick step-by-step on actually putting together a successful product launch campaign.
Plan your product launch email sequence
Before you even dig into your marketing automation software, you need to put together a plan of action.
Write it out on paper or work with a teammate to figure out:
- How many emails do you want to send?
- When do you want to send them?
- What content do you want to include?
For example:
If you’re running a launch campaign for your gourmet cookie company’s new flavor, your campaign might look like this:
- Teaser email: “Something big is coming soon…”
- Pre-order email: An email sharing what the new flavor is, its launch date, and an option to start pre-ordering so you can generate sales before the product is even available.
- Product announcement email: Your launch announcement email letting customers know they can start ordering.
- Follow-up email: Post-launch email reminding subscribers about the new flavor—and maybe with an incentive to purchase for good measure.
Write email copy that converts
Once you have a plan for your campaign, it’s time to write your email copy. Use the email examples we shared to get an idea of how to frame your emails.
Some tips include:
- Get creative with your product’s value proposition.
- Write clear, concise copy that builds excitement.
- Include multiple CTAs to grab attention and clicks.
- Infuse your brand personality throughout the copy.
Optimize for timing and relevance
You need to properly time your email launch sequence before sending it out.
You don’t want your emails to be sent too close together to seem redundant, or so far apart that your recipients forget about your launch.
A good rule of thumb for your four-email sequence is:
- Teaser email: Two weeks before launch
- Pre-order email: One week before launch
- Product announcement email: Launch day
- Follow-up email: One week after launch
Test and refine your emails before launch
Before hitting “send,” test your emails to ensure they look and perform as intended.
Here’s what you should do before clicking that button:
- Check for grammatical errors in your copy.
- Ensure images and other visuals all appear properly.
- Review the subject line’s appearance across platforms.
- Confirm the sequence is working right.
A/B test key elements for optimization
Finally, optimize certain elements of the emails with some A/B testing. A/B testing helps you find the best performing email to maximize results.
You can A/B test elements like:
- Your subject line: “Coming soon: [New Product]” vs. “Something is on the horizon…”
- Your greeting: “We’ve got big news, [Name]” vs. “Guess what?”
- Your header image: A blurred teaser image vs. a product image with missing puzzle pieces
- Your CTA: “Shop now” vs. “Don’t miss out”
Essentially, you send two different emails to two select audience segments with one element different in each.
The best performing email then sends to the remainder of your audience. This type of optimization helps ensure the best results for your overall campaign.
Create Your Own Product Launch Email Campaign
Don’t let your next product be launched into the void. Take a page out of big companies like Apple’s playbooks.
With a proper launch email sequence, you can increase buzz, awareness, and sales around your next big product release.
Gather inspiration from the 16 product launch email examples we included—and make sure you’re working with the best email marketing software so you can analyze and optimize your results.
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Product Launch Email FAQs
Before you leave me, let’s tackle a few common questions about product launch emails. Then, you can leave (or read more of our wonderful posts!).
How do I segment my audience for a product launch email campaign?
Segmenting is all about targeting the right people at the right time. Try these groups:
- Previous purchasers of similar products. If they’ve purchased something similar, they might be interested in your new release.
- Potential customers. Attract subscribers who haven’t yet made a purchase—but might be interested in your new product.
- Locals. If you’re releasing products in certain areas or around certain stores, be sure to target subscribers who live in said location(s).
- Return customers. They’re already fans, so there’s a good chance they’ll be into your next new thing.
You can also send your email to your full email list to maximize awareness before whittling down the rest of your campaign to people who have opened or clicked on your first teaser email.
What’s the best time to send a product launch email?
The best time to send a product launch email is a week or so before the product is available so that you can build anticipation and excitement.
What is a good follow-up email strategy for a product launch?
In a follow-up, post-launch email, you want to:
- Send a reminder. Keep the product top of mind with fresh visuals and testimonials.
- Provide a CTA. Make it easy for viewers to make a purchase.
- Offer an incentive. Entice even more purchases with a perk like a discount or free shipping.
What email metrics should I track to evaluate my product launch campaign?
The following email metrics will help you understand your product launch campaign’s success:
- Open rate. How many people took the bait from your subject lines to open your email?
- Click-through rate. How many people clicked through to learn more about your product, take a guess at what you’re launching, or consider making a purchase?
- Conversion rate. How many people were so excited about your launch they immediately bought the new product?