Your latest product is almost ready to go and now you need a plan to launch it, Or perhaps you’ve already created your goods but hardly anyone has shown any interest. 

As amazing as your product might be, if you don’t have the right marketing strategy then the world will never know how great this product actually is. 

There are literally hundreds of marketing ideas for bringing attention to your digital or physical goods. While many marketing ideas can generate the buzz you need, today we are going to focus on one specific approach — the product launch email sequence.

You may be under the impression it’s only an email. And how much difference can one email make? Do you really need to put more thought into something so simple?

Truthfully, not only is one email effective, but an entire sequence  — when crafted and sent out correctly — can take your product launch from zero to hero in a short period of time. 

What types of product launches would benefit from a well-thought out email sequence? Here are a few possibilities that come to mind:

• An online course
• E-books
• How-to guides
• Recipes and cookbooks
• Printables
• Coaching or consulting packages
• Registration for an event

If you have a product you are asking people to purchase, a sign up or registration for an event, then you need an effective method of communicating the benefits. Plus you need a way to make it a no-brainer for someone to hit the “purchase” button. 

The right email sequence is the answer. 

Why Email Marketing?

As mentioned, there are almost endless possibilities when it comes to marketing. But email marketing has major benefits to it that some other marketing channels aren’t able to come close to.

• Over 90% of people in the U.S. use email
• Over 319 billion emails are sent daily, worldwide
• For every $1 you spend on email marketing, there is an average of $42 in return
• 87% of marketers use email marketing to promote content and products

Email is now a normal part of a consumer’s everyday life. And when it comes to marketing strategies, it is one of the most cost-effective ways to grow your business. 

To get started, you need an email list. If you don’t have one yet, don’t worry. You can start one from scratch with these tips. 

But of course there’s a catch to this. You need to know when to send the emails, how many to send, and what message solicits the best response. 

Product Launch Email Sequence Best Practices

Let’s get down to it. You know you need to send emails and time them appropriately. So what are the best practices you should follow to ensure you achieve as high of an open rate as possible?

Know the Various Product Launch Email Sequences

Among the many decisions you have to make when launching a product, you must also decide what type of product launch emails to send. Believe it or not, there are several types of emails to send, each with its own objective. Examples include:

• New product release: When you want to talk about a brand new product hitting the marketplace.
• Feature updates or announcement: To let your customers know there is something new with an existing product. 
• Pre-order email: A great way to collect pre-orders prior to a product launch.
• Upcoming sales email: Advertise a special sales period, such as Black Friday or anniversary sale.

Each email would require a unique message, so it’s important to identify the type of email sequence you want to craft before you iron out other details. 

Write a Subject Line Worthy of Attention

Getting someone’s attention in the subject line of an email is no easy feat, but there are methods to accomplish a higher open rate. You have to appeal to the curiosity of your audience. But you can’t be too vague either. 

Attention-grabbing subject lines usually include phrases or tactics such as:

• How to….
• Why….?
• Asking a curious question
• Sharing a (somewhat) personal story
• Using numbers or statistics

There are other tactics too, including:

• Using emojis 
• Adding a sense of urgency
• Keeping the subject line short
• Making it personal with the reader’s name in subject line

Related: 5 Email Subject Lines Formulas That Actually Work

Add an Offer to Your Email (When the Time is Right)

When the time is right, add an offer to your email. This could be in the form of a discount, free secondary product, free shipping, anything you think could help close the deal. 

This is a great way to entice the ones who have yet to respond to any of your emails. This is why you want to carefully plan when you make your additional offer. If you do it too soon, you may be giving something away unnecessarily. If you do it too late in the product launch sequence, then you may not get the open rate you are looking for with the launch.

Bring Additional Value to Your Emails

When sending out emails, there is value in offering more than just a “buy here” button. It’s important to remember emails can offer valuable information, and not only a way for someone to make a purchase. 

If appropriate, send emails that are not solely selling your product, but incorporate ways to build value. An example of this could be sending out an email with links to helpful resources. Or a list of tips and tricks for a common dilemma related to your product. 

Send Different Emails to Different Audiences

There’s another tactic with email sequencing and it involves segmentation. 

This means sending an email with a particular message targeting a particular type of audience member. This involves more work on your part, but your emails will come across as more personalized. 

For example, let’s say you’re launching a new e-book on how to build an audience with TikTok. This may seem fairly niche already, however there are still ways to “drill down” and create more personalized and targeted emails. 

You could choose to send emails to small business owners, such as realtors, and create distinct messages in your email. This makes the content more relatable to the realtors reading it, and increases the likelihood of them responding to your offer. 

The Template of a Product Launch Email

Sometimes you need a prompt or stimulus to write out an effective email. Emails that perform the best usually include several key elements to make them successful. 

In addition to the right subject line, make try to incorporate the following into the body:

A short, friendly greeting

Keep sentences short and skimmable. Add videos, links, and images to hold a reader’s interest.

Add in the necessary information related to your product, using product demonstration videos, blog posts, customer testimonials, etc. to further illustrate use of your product. 

End with a strong call to action. Make it super easy for your reader to know what you want them to do (purchase your product) and where they can make the purchase (include the link or buy button). 

Plan Your Timing

Each email should be timed correctly with the right message. If you feel like sending more than one email is overkill, keep in mind most emails are lost in the inbox. By sending multiple emails you are increasing the odds your email will be read.

Timing plays a role in the sequence of emails. Although there are no exact rules for choosing a timeline, use different periods of time to your advantage. A sample timing might look like this:

Two weeks prior to launch: This is the time for your pre-launch email sequence. Build up the anticipation and tease your customers. Be mysterious and provide just enough info to grab attention. 

A week before launch: Give more details and announce the specifics surrounding your product. Announce the key dates for sales to begin and build the hype.

The day of launch: Your launch email sequence is when your product goes live. Make it a really big deal,  but don’t forget to include information on how to order. 

A week after the product launch: Continue talking about the benefits and how it’s not too late to get the product. Add a special offer if necessary.

We know you like templates, so we’ve put together options to get your creative juices flowing. Here are templates for a product launch email sequence, designed to build mystery, excitement, urgency, and action while following the recommended timing. 

Related: 3 Email Automation Tools for Efficient Marketing

Pre-Launch Email Template

Hi [insert name],

Something big is coming. 

We’ve been working on something we know small businesses like yours could use. And trust me — this one is going to be a game changer.

But I can’t share it with you just yet! I promise as soon as we can then you will be the first to know. 

Stay tuned and watch your inbox on [insert date].

Get excited!

[insert name]

Pre-Launch Hype-Building Email

Hi [insert name],

We couldn’t wait any longer. 

Introducing [insert product]

This product is designed to:

[Benefit]

[Benefit]

[Benefit]

And because you are a loyal subscriber, we are offering you the chance to purchase this first, and with a discount.

More info to come!

[insert name]

Pre-Order Product Launch Email

Hi [insert name],

You have been loyal to us and we want to be the same for you. Now is your chance to pre-order [product name] with your exclusive discount.

This discount is only available to those with early access like you.

This product will:

[Benefit]

[Benefit]

[Benefit]

This discount is good through [insert date] or when the product sells out. Don’t miss this opportunity to own [product] at this discounted price.

[product link]

Best,

[insert name]

Official Product Launch Email

Hi [insert name],

Today is the day! The [product name] is officially available. 

We know you are tired of [pain point]. This product is created to [benefit] and [benefit].

And now the wait is over and it is available for ordering. 

[product link]

We know you will be as excited as we are once you get this in your hands.

Cheers!

[insert name]

Follow-up Email with Testimony

Hi [insert name],

One of our favorite stories comes from [insert business or person]. 

[insert testimonial and pain points]

But then, [business name] was introduced to [product name] and the results have been pretty impressive. 

Within [time frame], [business name] was able to [results].

You have the same access and can experience the same mind-blowing results. We are sharing this with you because we want you to achieve the same success.

We can’t wait to see what you can do! Follow [insert link] to get started.

Best,

[insert name]

Real Examples of Effective Email Sequences

We aren’t the only ones who love a good product launch email. Check out these examples from real companies using email to build the buzz.

Pre-launch Email Sequence Example

This example from Apple shows how to grab someone’s attention via email before a product launches. Apple uses strong visuals and provides the most important nuggets of information. All in a sleek, minimalist setting. You still have the ability to click to get more information or purchase, which makes it even easier for the audience. 

This was sent as a pre-launch email sequence and gives a date when you are able to purchase for yourself. Click here to see the full email. 

New Product Launch Email Sequence

This email from Rothy’s is introducing a new product within their shoe and handbag lineup. The information is straightforward but aligns with the Rothy’s brand. Plus it makes it easy for the customer to know where to purchase. 

The Bottom Line

Crafting the right product launch email sequence takes planning. But with the right steps, you can easily put together an effective campaign that builds excitement around your product, and makes it a no-brainer for your audience to purchase.