How To
14 min read

How to Write a New Product Launch Email in 8 Steps [with Examples]

Mariana Krasteva
November 20, 2022

What you'll learn

What you'll need

Did you know that there are 30,000 new product launches every year? 

However, only 9,000 will maintain or increase their market sales in their first two years. To ensure your product launches on the right side of this statistic, you must create a powerful digital strategy embracing the huge potential of email marketing.

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Email marketing is a key part of your overall content strategy, and you must make sure it blends seamlessly into your brand voice. Creating impactful new product launch emails can go a long way in spreading the word about it and maximizing sales. 

If done right, a product launch can result in orders amounting to $10,000 within the first 15 minutes.  It also provides invaluable customer feedback, enabling you to improve your product and marketing strategy. 

In this guide, you’ll learn how to write a new product launch email and optimize your email writing with the help of AI tools. If you want to replicate the success of other brands, just follow the steps below!

What is a product launch email?

A product launch email is a marketing email used to announce the release of a new product or service. It's usually sent to customers who have already expressed interest in your brand, allowing them to purchase your latest offering.

A launch announcement email often allows recipients to gain early access to a new product or service. For this purpose, it usually includes one or more of these elements:

  • A special discount for early adopters
  • A limited number of spots available for the promotion (usually 2-5)
  • A call to action for people to sign up for the offer

This type of email aims to encourage customers to buy right away and help you meet your sales target. 

How to write a new product launch email in 8 steps

Product launch emails can have a huge impact on hitting your sales targets. So, how do you write one?

Read the tips below to write a new product launch email.

Identify your audience and establish buyer personas

A pulse on your audience's wants can help expand your customer base and open up to new markets. 

It’s essential for building your entire content marketing funnel. This includes your product launch email campaigns, and it has to cater to the needs of all your potential and existing customers. 

Therefore, before you can craft the perfect email to your customers, you must understand who will be reading it. 

Who should you be targeting with this launch announcement? This is where identifying your audience and establishing buyer personas come into play.

The difference between them is that a target audience is a group of consumers, while buyer personas are zoomed-in profiles of individual buyers.

Who is your target audience?

First, let’s think about their age range. Ask yourself:

  • What age group would be most likely interested in reading your product launch announcement? 
  • Are they Gen Z (in their 12 - 26), millennials (in their 27 - 41), generation X (between 42 and 57), or baby boomers (over 58)? 
  • What is their marital status? 
  • Where do they live? 

The answers to these fundamental questions will determine the:

  • Kind of language you should use
  • Degree of formality you should implement
  • The tone you need to adopt. 

Remember that to convert, you must speak your audience’s language! 

Marketing to Gen Z audiences

For example, if you target youngsters, you must consider creating visually appealing, eye-catching, interactive content for your product launch email campaign. That’s because this generation has grown up with smartphones and the latest technology in their hands. 

So, it’s essential that your campaign is:

  • Compatible with all mobile devices
  • Personalized
  • Transparent

When marketing to Gen Z audiences, you should also:

  • Use a friendly and conversational tone
  • Keep your email content brief and clear
  • Make it readable by using images to break the text into paragraphs of two to three sentences

Marketing to parents

If you're selling baby clothes and toys, your target audience is families with young children. 

This will dictate your word choices and help highlight your product’s features by appealing to parents and children. Ask yourself, is your product:

  • Safe?
  • Fun?
  • Educational? 

Make the potential benefits obvious by creating a vivid image of how your item will entertain kids and develop their skills. 

Marketing to Gen X and baby boomer audiences

If you want to market your new products to those over 50, you have to consider that they require a completely different approach. 

Typically, they aren’t interested in the latest buzz. Instead, they’d probably like to know exactly how your item will make their life better and easier. 

So, you need to use straightforward and to-the-point language. Also, if you want to avoid losing your sales chances with an older demographic, forget about teenage slang and trendy phrases.


Who is your buyer persona?

Identifying your target audience is the first stage of targeting your email campaign. To achieve greater precision, you must further specify individual needs and pain points your product can help address. For this, you have to build your buyer persona.

As you already know, a buyer persona is a fictional representation of your ideal customer, and it helps you see your audience through the lens of their needs and challenges. 

For example, if your product is for hair loss sufferers, your buyer persona may be someone in their 30s or 40s who has been losing their hair for a while.

Establishing buyer personas is critical in creating successful email campaigns because they enable you to write emails that resonate with them. It also helps you stay focused on what matters most to them during the purchase process. 

How to identify buyer personas?

The process of identifying buyer personas is based on three core questions: 

  • What are their challenges? 
  • What do they want to achieve? 
  • How can you help them? 

The most effective way to get clear answers to these questions is by interviewing customers or users. The data collected will allow you to create detailed descriptions of each persona that include their:

  • Demographics
  • Psychographics
  • Online behavior patterns
  • Buying habits

Pinpointing your target audience and buyer persona helps inform all aspects of your marketing campaign, including but not limited to: 

  • Messaging strategy
  • Visual design choices (including colors)
  • Pricing structure

Once you know how to address your recipient, what tone of voice to use, and how to make it personal, creating the actual product launch email becomes easier. 

  1. Create a compelling subject line

The subject line is what gets people to skip your email or click through to read more about the product launch. So, doing it properly is critical for engaging your recipient.

Here are some guidelines for writing attention-grabbing and relevant subject lines that can make the reader willing to learn what’s inside the message. 

Make it personal

A study from Campaign Monitor found that personalized subject lines are 26% more likely to be opened. So, the first step to writing a killer email is personalizing it. 

You’ll want to direct your message to your customer and make them feel like they’re being addressed personally and immediately, so they are tempted to open your email. Using the recipient’s first name in your email subject line can do the trick for you. 

You can try subject lines, such as, “{Name}, fancy a brand new pair of happiness?” or “{Name}, take a sneak peek at our new {product}.

Keep the subject line relevant

Create the right expectations by ensuring that your email title describes what’s in the body of the email. 

If you have an offer or discount for new signups, include that in your subject line to make it stand out from other emails in their inbox. 63% of customers open the email if there’s a discount inside. 

However, be careful not to get marked as spam, and avoid using spam-triggering words in your subject lines.

You can also consider adding a copywriting technique like “New!”, so you can pique your recipient’s interest. An example might look like this: “New! Our best-selling {product} just got better.”

Keep your subject lines clear and concise

Subject lines between 36 and 50 characters receive the best response rate (22.3%) In fact, your subject line shouldn’t exceed 50 characters because some email clients could truncate it. 


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So, try not to waste any words, and be as clear and concise as possible. 

For example, "The new product you've been waiting for" is better than “We are excited to announce the launch of our new product you’ve been waiting for.

Incorporate the power of AI in your campaign

Sometimes, you may find it hard to come up with another captivating email subject line. When writer's block strikes, AI-enabled tools can be your lifesaver. 

The Catchy Email Subject Line Generator, for example, can instantly generate fresh ideas to help you throw a winning email campaign for your new product launch. The tool will provide you with a list of attractive subject lines.

All you need to do is enter some information about your product and click “Create Copy.” This will generate a list of possible email subject lines you can use in your campaign. 

Finally, you can copy and paste the suggestion you like best or modify it to customize the message further.

  1. Keep your email short and snappy

A long email will likely be ignored or read with less focus than a shorter one. The last thing your recipients want to do is scroll through thick paragraphs before seeing the link to the product page.

Your email message should be concise and to the point. Let readers know exactly what they’re clicking on, and keep your email less than 300 words (or about 2 minutes of reading time). 

Use bullet points whenever possible to keep your email organized. Ensuring readability can make the recipient read your message without skipping sections or completely quitting halfway through.

Also, when it comes to information density, try to strike the sweet spot of providing enough, but not excessive, quantities of detail. This way, your reader can make an informed decision about whether or not to buy your product without being overloaded with data.

  1. Write the body of your email 

A product launch email has great potential for boosting your sales, but only if you incorporate the right content and present it efficiently and effectively. 

Here are some tips for including the points you should highlight.

Start with the benefit

Imagine the situation: you’ve written an exceptional subject line that has made your recipient open your email. Now, how do you begin your email in a way that grabs their attention so they read on without closing the tab? 

Instead of telling people what the new product does, let the first sentence convey how your product will make their life better, easier, or more interesting. This could be in the form of:

  • Saving time, money, or effort
  • Providing convenience
  • Supplying entertainment or fun 

Be brief and get straight to the point

Given the trend of a shrinking average attention span, you have limited time to keep your reader’s attention. So, make sure you include only the most important information in your first email, and try not to get too long-winded. 

Keep things brief and concise so they can quickly digest what you have to say before moving on to the next email. Highlight important details, such as:

  • The date of the new product release
  • Its price
  • Any discounts or additional incentives you might offer for the launch period only 

Use simple language

Try to see your email body through your reader’s eyes. 

Your customers don't have time to read and process complicated language or long sentences. Use easy-to-understand words and short sentences in your emails, such as:

  • Start” instead of “commence,” 
  • Use” instead of “utilize,”
  • Think” instead of “reckon” 

Also, avoid using jargon or industry-specific terms unless it’s absolutely necessary. 

Keeping your product launch email simple and easy to read will allow customers to see what's in it for them right away. That means you’ll accomplish one of your main goals: delivering value to your recipient. 

Personalize your product launch email

Who’d enjoy reading an email that lacks human touch and is sent to hundreds or thousands of people at once? Nobody!

Personalization is a powerful marketing weapon. Besides incorporating the recipient’s name into the subject line of your product launch email, consider using it in the email body. 

Think of other ways to personalize your email. For example, you tailor your content to particular groups of customers by segmenting your contacts by their:

  • Interests
  • Buying habits
  • Location
  • Other criteria relevant to your product

This is a highly effective approach, because it shows that you've put thought into what they might be interested in. 

  1. Use captivating images or videos 

When it comes to catching your audience’s attention, a picture is worth 1,000 words. 

How can you integrate visuals in your product launch emails? Well, think about what makes your new product special and how you can show it through images and videos in an email campaign. 

A great idea is to showcase your product or service in action or highlight a specific aspect of it. For example, if you have an upcoming product launch, you could include an image of the product itself or a video showing how it works. 

Another option is to include photos of people using your product in their everyday lives. Images of real people using your products can highly engage potential customers and increase sales. 

You can also highlight any unique features or functionalities of your product by visually representing them in a memorable and appealing way. This will help consumers easily distinguish between you and your competitors.

  1. Include a clear call-to-action

A call-to-action (CTA) is an element in your product launch email that encourages visitors to take a specific action. It’s what gets them to:

  • Click your link
  • Buy your product
  • Sign up for your newsletter 

CTAs help you convert your leads into customers, and it’s important to ensure you’re using them correctly. 

So, what makes a CTA effective? The answer is being direct. 

Try not to beat around the bush. Instead, tell them what they need to do next. A CTA should be as clear and concise as possible so you don’t lose any potential customers. This can be accomplished by using actionable phrases such as:

  • Get Started Now
  • Click Here
  • Shop Now” 

Note that your customer may not feel ready to buy yet, depending on their position along the buyer journey. They might be interested in learning more about your product or service before deciding. In that case, consider using CTAs such as: 

  • Learn More
  • Explore Now
  • Discover More,
  • Contact Us Now” 


  1. Include multiple CTA’s 

Including multiple CTA’s will make it even easier for your audience to take the next step. 

Multiple CTAs increase your readers' chances of taking the desired action, thus helping you drive more traffic and conversions. In addition, combining different CTAs allows you to engage with prospects at all points of the marketing funnel. 

Take a look at the following example:

Image Source: asana

You can see how asana has multiple CTA’s in their new product launch email. So, the more action buttons you offer to your reader, the more likely they are to click on one of them. 

  1. Plan a sequence of emails

How do you make sure your emails are hitting their mark? The answer is simple: with a well-thought-out sequence of emails that builds excitement in your prospects over time.

Your product launch announcement should occur in a series of emails to reinforce interest in your new product. This ensures that your message comes across to your target audience and is memorable.

The most important thing to remember is the timing and the type of content included in each email of the sequence. 

Here are some tips on planning your email sequence campaign ahead of your official product launch..

Build anticipation two weeks before the launch 

You want customers to be excited about your new product so they buy it as soon as it goes on sale. The best way to achieve this is to build anticipation by sharing sneak peeks or teasers from your upcoming product. 

Send newsletters about your new product launch, and include hints and small details about its benefits. This will give people something to look forward to, making them more likely to be ready for a purchase on day one of your launch.

Announce the product one week before launch 

This is the big moment! You’re ending the suspense from the anticipation email by telling your audience exactly what the new product is and when it’s rolling out. 

Be sure to include:

  • Photos of your new product
  • The exact date of its release
  • Special offers or discounts for early adopters

Launch day email 

On launch day, send an email to your audience letting them know that your new product has officially launched. You should include a freebie or discount offer for customers who buy on launch day. 

If you don't have special incentives like this, consider offering free shipping or some other kind of deal as part of an exclusive launch sale that only lasts 24 hours or less.

Post-launch emails

Once your product has been released, wait a week and send an email to remind your audience about it. These emails should be targeted at people who haven't made a purchase yet. 

In the email, you can provide a review of the launch day, sharing the most exciting and impressive moments. 

Finally, remember to thank your recipients for their support throughout the process!

What is the best day to send your new product launch emails?

How do you know that you're sending the right emails at the right times? 

According to a study from Campaign Monitor, the best day of the week to get your email opened is Monday, with an incredible 22% open rate. 

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However, if you want to generate more sales, consider sending your email on Tuesday. It has the highest click-through rate (CTR) of 2.4%. 

However, if you can’t make Monday and Tuesday work for your schedule and have to opt for another day of the week, make sure to avoid Saturdays and Sundays. Sending your emails at the weekend can provoke recipients to unsubscribe from your email list.

Examples of the best product launch emails

Now that you know why new product launch emails are so important and how to write one, let’s look at some examples.

Use these for inspiration for your own product launch emails.

Apple’s new MacBook Air

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This product launch email is great because it:

  • Features a compelling subject line: “Apple M1 chip for Mac. This changes everything.”
  • Has multiple CTA’s, including “Learn more” next to “Buy now.
  • Includes attention-grabbing images to complement the text.

Puzz’s new puzzles

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This product launch email is great because:

  • The subject line, “Meet the new collection 🎉”, grabs the recipient’s attention and makes puzzle lovers click.
  • There’s an enticing image showing the new collection of puzzles.
  • The CTA is easily located, and the big “SHOP NOW” button encourages readers to take the desired action.

Fitbit’s new health tracker

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This product launch email is great because:

  • It features a stylish, eye-catching picture of the product, highlighting its sleek design.
  • The email describes the features of the product as well as additional benefits, such as a 6-month premium membership.

Asana introducing Dashboards

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This product launch email is great because:

  • The copy is excellent. For example, the heading, “Get to know Dashboards”, clearly states the purpose of the email, and the sub-heading highlights its unique functionalities.
  • There’s an image showing the new feature in action.
  • Asana provides a live demo to show how the Dashboards feature works.
  • The email contains multiple CTAs.  

Grammarly’s new iPad app

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This product launch email is great because:

  • The email features short body text that is easy for the audience to digest.
  • Informative images view specific aspects of the application interface and features.


The best advice for writing a product launch email is to focus on what matters most to your audience. Remember, the key to running a successful email campaign is providing value to your audiences in a timely and memorable manner. 

Know who your reader is and adapt your content to their tastes. Consider their interests, and consider what will resonate with them. An outstanding email marketing campaign lets you get your message across different generations and target audiences. 

With the proven tips and inspirational examples we shared, you’ll be able to craft product launch emails that engage a wide range of your target audience, allowing you to hit your sales targets.

If you need support with the copy, use the Free Email Subject Line Generator to grab your prospect’s attention and make them open your email. 

Happy product launch email writing!

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