Launching new products is like planning a big party.
There’s a ton of prep work and anticipation for the big day.
And the last thing you want is for no one to show up.
Have no fear, though.
You’re not destined to have a product launch failure.
We’ve got you. Today, we share with you nine email templates for launching your new product to your email list.
Let’s dive right in.
Pre-launch emails
The first type of launch email is one that you send prior to your new product launch date -- your pre-launch emails.
The purpose?
To build anticipation, of course.
(See what I did there?)
Just as Apple holds an iconic pre-launch event every year to build up hype for its new product release, you can do the same with your emails leading up to your new digital product release.
All the better if you get pre-sales in the process.
Not familiar with a pre-sale? It’s a way to capture early adopters in the “introduction” phase of the product life cycle, which is when people who are already familiar with your brand are the first to purchase your new product.
And if you do it right, you can build enough excitement around your new product and sell it to your audience before your launch date.
It can do wonders for your bottom-line after your launch date, too.
Take Ryan Kulp, the creator of How to Buy, Grow, and Sell Small Companies, for example.
Ryan successfully pre-sold $10,000 in online course sales within the first 24 hours of launching his online course by building anticipation beforehand among his audience.
He made another $10,000 in the two weeks that followed after that.
For a course that wasn’t yet complete, I’d say that’s blowing the pre-sales out of the park.
OK. So that’s why you need a pre-launch email, but how about -- well -- how?
We’ve got you covered with the templates below. And to make things even easier, here are a few subject lines to consider pairing up with them:
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Something new is coming to [your brand]
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Look out for some BIG changes
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In [number of days until launch] days ...
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This is big...
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Things are about to get better than ever
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Are you ready for this?
Type #1: Mysterious pre-launch email
Type #2: End suspension(and still build hype) pre-launch email
Pre-order email templates
The next category of launch emails is pre-order emails, which allow your prospective customers to get exclusive early access to your new product.
It’s a way to tap into the concept of scarcity, which is Dr. Robert Cialdini’s second universal principle of persuasion.
Scarcity boils down to people wanting more of the things they can have less of.
An iconic study about the effects of supply and demand revealed that people have a higher perceived value of things that are, well, scarce.
Here’s a quick recap of the study:
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200 people were asked to rate cookies
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10 cookies were placed in one jar
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2 of the same cookies were placed in another
The results? The cookies in the two-cookie jar were rated 2x higher than the 10-cookie jar.
So, in the same way that adding an inventory or timer countdown to a physical or digital product page boosts revenue by 9%, you can leverage scarcity and exclusivity in your pre-launch emails.
The core of it is to use pre-order emails to create a sense of urgency among your audience and as a way to nudge them to partake in your exclusive, limited-time pre-order offer.
Some subject lines to consider for your pre-order emails are:
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Don’t miss your exclusive pre-order window
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Only [time frame] left to pre-order
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Your exclusive pre-order discount
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Here’s your special discount code
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A special gift for you (and only you)
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Announcing: A special pre-order window
And here are a couple pre-order email templates to complement these subject lines.
Type #3: Early bird pre-order email
Type #4: Scarcity pre-order email
Type #5: Last chance pre-order email
Product launch announcement emails
The third category of new product emails is the actual product launch announcement. This is the big reveal that your audience has been anticipating.
What’s the best way to make sure your email announcement is met with satisfaction to match the hype you’ve been building?
Relevancy.
When writing great sales emails, your audience needs to feel like you get them and that your offer is directly related to their life and their situation.
It’s worth it. A whopping 78% of consumers claim that personally relevant content from brands increases their intent to purchase.
As far as representing your brand, three of the most important brand attributes to keep in mind as you tailor product launch emails are trustworthiness, creativity, and authenticity.
Some launch announcement subject lines to consider are:
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Yep, it’s happening!
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[Your new product] is here!
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Big announcement: [your new product] has arrived
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Get ready, [your new product] has arrived
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Introducing our [your new product]
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May we introduce [your new product]...
As far as email templates to go with these subject lines, check out these two product launch announcement templates.
Type #6: Product arrival launch email
Type #7: Benefits launch email
Follow-up emails
Our final category of product launch emails is follow-up emails, which, as you probably guessed, follow the big announcement of your new digital product.
Following up can make or break your sale.
Your audience may not say “yes” to your offer the first time it comes around. In fact, it typically takes four “no’s” before a customer agrees to purchase from a brand.
So, without your follow-up emails, your prospective customer might skip out on your offer.
Even if your audience isn’t denying your first four attempts to sell them your new product, there could be a range of other reasons they don’t take you up on your offer.
Take, for example, time constraints during normal working hours. These days, people are so occupied during the day that they bring an alarming 26% of their work home to be completed during nights and weekends.
So much for work-life balance, right? (Struggling with it yourself? We've got some productivity tips for you.)
The main takeaway here is that your audience may not purchase from you in your pre-launch and launch emails, even though they’re interested in your new product. This makes sending your follow-up emails vital to your business.
While we supply you with follow-up emails to consider, there’s a caveat: Test the number of follow-up emails you send.
One analysis of over 20 million outbound sales emails found that a follow-up sequence with 1-3 emails returned a 9% reply rate, while a campaign with 4-7 emails pulled in a 27% reply rate.
Now that the caveat’s out of the way, some subject lines to consider for follow-up emails are:
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Did you hear about [testimonial name]?
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Here’s how [testimonial name] [results]
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What if you could [results]?
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Your questions answered
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You asked, we answered
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Here’s your Q&A
And here are a couple follow-up email templates to consider matching up with these subject lines.
Type #8: Testimonial follow-up email
Type #9: Q&A follow-up email
Introduce your new products using these four email template categories
Launching new products to your audience is less of a fright when you have a trusty system in place.
Here’s a recap of how to use our product launch email templates:
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Always test elements of your email marketing and personalize your emails to match your specific brand and audience.
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Pre-launch emails build up excitement and anticipation for your new product announcement.
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Pre-order emails create a sense of urgency, scarcity, and exclusivity among your audience and boost your pre-sales.
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Product launch announcement emails serve as the big reveal to your new product. They give your brand a chance to shine as a relevant and trustworthy solution.
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After introducing your new product, send follow-up emails to optimize your sales.
Now that you have a streamlined series of email templates for introducing your new products, it’s time to boost your sales.
P.S.: Have the emails you need, but not the email service provider you’re looking for? Then check out Podia for yourself with a free 30-day trial to put these templates to work.
