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30 Product Launch Announcement Emails (Tips, Templates & Examples)

Are you ready to write product launch announcement emails to boost your authority, engagement, and sales?

Of course, you are.

I mean, your product is ready, and the only thing left is the most critical marketing step that can quite possibly make or break your business.

You should be sweating slightly now, or at least getting a bit concerned because that’s the intention; you need to realize the importance of email marketing and the writing of them that comes with it.

Emails are the lifeblood of any online business, and if you miswrite them when launching a new product — it can spell disaster.

It’s a fine line!

Luckily for you, we’re going to make sure that you’re on the right side of that line. This article will take you by the hand, walk you through the wilderness, and show you how to write product launch emails like a pro. By the time you have finished reading, you’ll know everything there is to know about product launch emails.

Let’s jump right in.

How do you announce a new product in an email?

When announcing a new product in your email, there’s a process to follow. First, you need to be prepared, set a time and date, and make sure you have every corner covered.

After that, you just need to remember to send them and be ready to interact with any replies and queries from your potential customers.

There’s more to it, of course, and we’ll cover that a little later on, but technically, that’s the core frame of the process.

You prepare, set the time, and include the relevant details.

How do you write a product announcement?

When writing your product announcement emails, you must include all the essential information about the product you are launching. Not doing this will frustrate your subscribers and ultimately cost you potential customers.

Again, we’ll discuss writing the emails later with templates and examples, but first, here are seven important tips to know about when writing your emails:

  1. Be Prepared. You must include all the main details in the emails and organize them when you send the emails out. It’s a good idea to start the process 7-14 days before the launch date, so write your emails and plan out the times and dates to send them.
  1. Make them memorable. Remember, people receive hundreds of emails each week, some hundreds per day. So you need to stand out and write them, so they are looking forward to your next update.
  1. Focus on the client. When writing your email, try not to talk about yourself so much, instead focus on them and how the product will be helping them specifically. Replace the word “I” with “You” whenever possible.
  1. Don’t oversell. Not as easy as it sounds because we want to scream about how good the product is, but you need to keep it low-key in the emails (most of the time). Of course, you can mention the benefits and why it will help them, but try to keep it in a passive mention tone. 
  1. Get them to the sales page. The purpose of the emails is to get the reader to your sales page. You can then sell the product with good copywriting skills. You can see how to do this in the templates and examples below.
  1. Get Personal. I don’t mean in a critical way or anything silly like that, but more of a polite, kind way. Address them by their first name in the emails, and try to come across as a person trying to help them out. Use personalization where possible. 
  1. Time-sensitive. You won’t use this tactic in the first few pre-launch emails, but once you send an email on launch day or after the launch day, you should make an offer for them to get the product at a discount or with a fantastic bonus, but only if they act fast. (see templates and examples)

The different types of product launch emails

The templates below are for five different types of product launch emails. Four of them are for use when launching a new product, and one of them is useful when launching a new feature or significant update to a product you already have.

You will notice that the templates use most of the tactics mentioned in the seven essential email tips discussed above.

1. Pre-launch email template (Send this out around 1-2 weeks before launch day.)

2. Pre-order announcement email (send these 1 – 10 days before the launch date)

3. New product launch day [sent on the day of launch]

4. Beta test launch email (for software and offline products)

5. New Feature announcement (for all products)

Further reading: How to Automate Your Webinar Follow-Up Emails for Higher Attendance & Conversion

5 Product launch subject lines

A good email is nothing without a good email subject line. When writing your subject lines, try to:

  • Ask a question.
  • Make the reader curious.
  • Be witty.
  • Add humor.
  • Create urgency.

Like the email body, personalization is also essential, and the following email subject line examples will give you some ideas on how to create your own.

Software email subject lines:

  1. {{person.firstName}}, exciting new software (plus bonus)
  2. Hey {{person.firstName}}, fancy being a beta tester for a new software launch?
  3. Announcing a new software update {{person.firstName}} — are you in?
  4. Brand new software launches today {{person.firstName}}, (it’s a game-changer)
  5. No one has this feature {{person.firstName}}, besides us that is

Information product email subject lines:

  1. [Product name] launches today, are you in {{person.firstName}}?
  2. {{person.firstName}}, we’re open, and the sales are flying 
  3. Brand new product coming soon {{person.firstName}}, take a look!
  4. {{person.firstName}}, here’s the first glimpse of our brand new product launching soon.
  5. Fancy being a beta tester for our brand new product {{person.firstName}}

eCommerce product email subject lines

  1. {{person.firstName}}, new loyalty scheme launched today
  2. {{person.firstName}}, We have a new product for gardeners
  3. Grab our brand new [enter product] at 25% off
  4. New furniture range launches today {{person.firstName}} (discount inside)
  5. {{person.firstName}}, special discount for today only on new product range

Further reading: 6 Killer Tips to Craft Compelling and Clickable Email Subject Lines

Product launch email examples 

Let’s look at real-life examples of companies and bloggers using product launch emails. The examples below highlight how they write and send their emails.

Ecommerce Examples

The following examples are from businesses operating an eCommerce website.


This email is from Cladwell, and they are sending out a product launch email regarding an update to their App.

Notice how they mention the new features and add a link to try the style quiz. This quiz could be a lead nurturing trigger that will then set an email campaign from the answers they input from the quiz.

According to Tech Jury, lead nurturing is responsible for a 451% increase in qualified leads. example email are sending the email below advertising their new tabletop collection of products on their website.

They display a different section for each product and provide a help button at the foot of the email.

Apple Macbook Pro launch email

This email example is from Apple to release their brand new MacBook Pro laptop.

Apple highlights the features, price, link to a live event, and various other information related to the product.

They provide contact information, support advice and even display some of the basic terms and conditions at the footer of the email.

Fit Bit Watch launch email

This email is from Fitbit, and they are launching the new Fitbit 5 watch. They have links to the product and information about the main features in the email.

They highlight the shipping cost and the warranty and link to sign up for a premium subscription for the product.

Moment Travelwear product launch example email

Moment Travelwear has sent out a product launch email to its subscribers with links to more information and a link to Kickstarter to fund the project.

This email is an interesting example because it shows you how to launch a product but still ask for financial support during the launch from your subscribers.

Dr. Martens example

The email example below is from Dr. Martens. They are announcing a new brand of products and display links with images for the complete collection and the individual items.

Software examples

The following examples are from websites launching a product selling software. You can read our definitive guide on how to pre-launch marketing for SaaS here.  

The Miro team email example

The following email is from the Miro team. They have sent out a webinar invitation to discuss a new product set to launch.

Fig Jam product launch email example

Fig Jam is announcing its online brainstorming software in the email example below. In addition, they have links to all the main features and links for more information. 

They also link to a webinar keynote replay and its blog and social media accounts.

Figma Plugins email example

Figma Plugins email is to highlight the launch of their new plugins. In addition, they have links to the relevant information pages and a link to a live stream and their social media accounts.

Lightroom email example

Asana email example (product launch feature coming soon)

The email below is from Asana. They are sending it out to all their subscribers and customers, informing them about a new feature for the software set to launch soon.

They display a teaser image, link to their Apps, and a blog post on their website.

Craft email example

This email from Craft is targeting designers and announcing a new free feature. They have a visual image related to the main feature and a link to get the software for free.

Information Product Examples

The examples below are from online websites that sell information products. 

Clever Girl Finance email example

The first example email in the information product section is Clever Girl Finance. The marketer is launching her brand new ebook, and she provides a link to purchase the book, the main features in the email body, and asks you to tell your friends about the launch.

Spencer Haw’s email is a little different because he talks about the benefits of his product in the email, but at first, it doesn’t look like a product launch email.

However, halfway through, he introduces his brand new product and tells you exactly why he built it and how you will benefit from using it.

He links to a video that shows you how to use the software and provides a demo link and other useful links in the footer of his email.

Jon Morrow product announcement email example

The following email example is from Jon Morrow. He is announcing the launch of a Freelance toolkit, and his approach is to keep it simple.

Jon writes a little information about the problem and how an online toolkit will solve that problem. Finally, he provides one link, which is the link to get the product.

You can see how he does this in the example below.

Smart Blogger email example 

This example from Smart Blogger is another example that likes to keep it simple without any graphics or images. Although emails look nice with fancy images, it’s worth remembering that a lot of research suggests that emails with no images perform better.

The theory is backed up in an article written by HubSpot.

The email tells you about a new product the company is launching and how you can get your hands on it. They offer a discount, the benefits of purchasing, and a link to the sales page.

Kids Book About email example (pre-order)

This email is from Kids Book About, and they are promoting the launch of 12 new ebooks. 

They provide a short write-up of the books and a link to pre-order them with a discount. 

Pat Flynn example

The email from Pat Flynn is announcing a free course to all his subscribers. He focuses on content in the email rather than images. 

You are provided with a link to enroll for the free course towards the end of the email.

The best time to send product launch announcement emails

It turns out that certain times of the day are better for sending out your emails. So don’t fall into the trap of thinking it doesn’t matter because it does.

Below is a breakdown of the best times to send your emails:

  • Morning time. If you‘re sending them first thing in the morning, 7 am is the typical time people start reading their emails. It’s usually when they first wake up.
  • Break time. Another target time is between 10 am and 10.30 am. This is typically the time of the first coffee break at work.
  • Lunchtime. Between 12 pm and 1.30 pm is a good time due to people having lunch. Most people check their emails on their lunch break, even if we try not to.
  • After Dinner. We eat dinner and check our emails before the evening television starts — target between 6 pm – 7 pm.  
  • Before bed. So, we all try to avoid blue light before bed, but how many of us succeed? Not many, we check our emails (usually on our phones) around 9.30 pm to 10 pm.

You can check out an article on HubSpot that further details the optimal times for the click-to-open rates.

B2B & B2C Best Time To Send Emails

ClientOptimal Times To sendSpecific Times
B2BOffice hours between 9 – 5 (Monday-Friday)7 am, 10 am, 12 pm, 6 pm, 9.30 pm 
B2CSame as above, but also Saturday morningSame as above, but also Saturday at Midnight.

The best times can vary, but the above are optimal times according to various sources.

Your email marketing software should have A/B split testing and website tracking features for you to laser target the best times to send product launch announcement emails, so be sure to use these tools with your email campaigns.

The final word on product launch announcement emails

You now have an advantage.

Most people sending out product launch emails won’t listen to the advice they receive from those who have already walked the walk and sent out these emails before.

They will ignore the advice and go it alone — and often fall flat on their face.

But not you.

You understand that there’s a process and are willing to listen and learn.

Just imagine.

You launch your product, and the sales are excellent. Your emails are pulling them in and nurturing those sitting on the fence.

That’s what can happen when you do this correctly.

You have everything you need to get started. Use this article’s templates, advice, and examples as a starting base and inspiration.

A/b split test your email subject lines to perfection, and get yourself organized and prepared before hitting the launch button.

If you’re ready to be successful and take control of your product launch, you only have one thing left to do.

Go out there and smash it. 

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