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Launching a new product can be an exciting time for a business. They’re eager to spread the word and promote conversation around products or services.
Email is among the most effective platforms for this. So a great product launch email template is worth its weight in gold.
But simply sending out an email to the masses and boasting about your launch won’t benefit anyone. Like all things digital marketing, there’s an art to writing a perfect product launch email. Someone must meticulously choose everything from the visuals to the subject line, the color scheme, and the copy itself.
A lot goes into a successful product launch announcement email. For one, you need information on your target audience. It means knowing what kinds of email subject lines grab their attention, what colors they respond to in sales emails, what social media channels they frequent. Plus, the type of copy that speaks to them, whether they’re Apple or Android users, and even what time they normally open emails.
It’s an arduous, complicated process that can be made easier…
Here, you’ll learn more about how to craft the perfect email for your new product while taking in some shining examples of announcement email excellence from successful businesses.
4 Product launch email templates
B2B product launch
You must execute a B2B product launch in a precise manner. It differs wildly from its B2C counterparts because of the target audience. You’re reaching out to working professionals, hyping a product launch explicitly designed to serve their businesses.
You’ll need to understand the people you’re marketing to, knowing their role in the organization, their average age, gender, and more. Target your initial teaser email around that specific information and follow up strongly.
The examples and templates provided in this article are an excellent starting point. Still, it would help if you remembered to keep your target audience in mind when adapting these ideas and directions to suit your B2B product teaser and promote your launch.
The example below is an email sent by the cloud-based accounting software SoftLedger.
Screenshot provided by Kevin Kessler
In this example, SoftLedger hypes new features rolling out for its software. You’ll notice right away the company addresses the recipient by name before diving into the heart of the matter. There’s no beating around the bush. We leap headfirst into what this is about and who it’s for.
The company then goes right into what you can do with this software and how that can help you with your business needs. It goes on to hype the automation features of the software, further expanding on how this alleviates common pain points.
At the bottom, you have a clear call-to-action button and a list of awards and social links. This email is as straightforward and effective as it gets.
Here’s another example from the same company.
Screenshot provided by Kevin Kessler
It immediately asks a pain point-related question after addressing the recipient by name. The email discusses how the company’s new automation feature can resolve these issues, painting a picture of one less headache during a business owner’s day.
After that, the message states what you won’t have to do, which is always an effective tactic when addressing any potential customer in the business world. In the second paragraph, it touches once more on the benefits of this feature and how its software, in general, can improve a customer’s life.
This second example was less dry and had more personality. Your chosen option will depend on the audience segment you’re trying to reach.
You might also vary your CTA depending on where you are in development. For example, if you’re driving interest with pre-order emails, your CTA button could say “PreOrder Now” or “I Want One!”
With those examples in front of us, let’s dive into our B2B Product Launch Template.
B2B email template for new product launch
Subject Line: Improve Your (Pain Point) With (New Product Name)
Hi, (Customer First Name)
Our (Product) has now officially launched, and we’re eager to show you how (Product) can help you reshape your (Pain Point) through its (Main Features). Imagine a world where you’ll be able to (Pain Point Resolution) easily, adding (Added Benefits to Business Operations).
We’re incredibly excited to bring (Product) to the market and are confident that by using its (Main Features), you’ll be able to (Pain Point Resolution) and (Added Benefits) starting right away. (Include the following sentence if providing a special offer). We’re so confident in (Product’s) effectiveness that we’re willing to offer (Details on the free demo, money back guarantee, discount, etc).
(CTA Button)
Website launch
Launching your brand-new website is a huge deal that you need to celebrate. Whether launching a new site for the first time or rolling out a new user interface on an existing website, you’ll want to get the word out about what your online presence has to offer.
In the modern business world, opening a new website should be celebrated with the same fervor and gusto as opening a physical store. After all, in the internet age, your website is essentially a storefront. It’s the first thing most customers see, and an extension of your brand. In many cases, it’s how customers will interact with your company for their entire customer lifecycle.
Our website launch email example comes from Descope, a company that creates authentication flows for apps.
Screenshot provided by Kevin Kessler
This email is a bit longer than the other examples in this article and there’s nothing wrong with that. Sometimes your message requires more than a few bullet points.
Of course, the effectiveness of this tactic all depends on your target audience. If your audience will stick around through a longer email, then by all means, write more. But, if they’ll only open and read short, skimmable text, make sure you deliver what they want.
Even though it’s a longer read, Descope does a great job of using best practices to keep the reader interested. Right away, you can see there’s an eye-catching graphic and logo at the top, and the copy takes a more conversational tone.
Paragraphs are short and easy to read. And there are links sprinkled throughout that recipients can follow to learn more.
When writing product release emails, the subject line is one of the most important components. It acts as your hook – drawing your reader in and convincing them to open your email. Without a compelling subject line, the rest of your email is worthless.
The subject lines Descope used for their emails were:
- It’s nice to officially meet you
- Making authentication as easy as 1-2-3
After you get your reader to open the email, you’ve got to keep them glued to the screen. How? By starting your body copy with a killer hook, for example, a stunning website built with an AI website builder. You can effortlessly design a website that’s as captivating as your email, personalized to your brand, and launched in minutes.
Descope does this in their email with a little bit of curiosity and humor – “It feels good to not be sneaking around anymore” and “we launched out of stealth” piques the curiosity of the reader and brings to mind images of a rogue sneaking around in the dark. It’s a fabulous way to get someone to read the rest of an email, don’t you think?
As promised, here’s an email template you can use for a website launch. Feel free to personalize it and make it yours according to your style, brand voice, and audience preferences.
Website launch announcement email template
Subject Line: Our New Website is Live!
Hi, (Customer First Name),
(Company Name) is delighted to unveil our new website to the world! Created by the extraordinary minds of (Designers), this website will create a smooth online experience for (Company) customers, walking you through our services, story, and (other additional features).
Using this new website, you’ll be able to (List Special Features), which will help you to (Pain Point Alleviation)
CTA: Check it Out!
App launch
Businesses with apps must make a lot of noise in the countdown to their official launch. An email blast sent out to your audience members can carry a lot of weight and create a buzz around this high-quality resource’s official debut.
Your launch email campaign should include a pre-launch email that alerts your audience to the upcoming release, followed by a celebratory email commemorating the launch.
App launch emails come in many forms. There are:
- Earlybird product release
- Ecommerce app launch
- Upcoming feature announcements
- Event invitations
- Pre-order announcements
It’s always a great idea to send news about your new product features to your email list. Your subscribers should be the first to know about any new product update you’re rolling out to increase their interest and foster loyalty. This goes for both new applications and new features or versions of existing apps.
Be creative with your emails. For example, design an infographic like, Connecteam did about its renowned employee schedule app’s new “time off” feature.
Since the ultimate goal of these emails is new app downloads, it’s best to include a CTA like “Learn More” or “Download the App Now” that’ll easily redirect users to a webpage or app store for more information.
Connecteam got creative for their launch and designed an infographic about the new feature. There are no limits to what you can do and design to draw attention to your new product.
Screenshot provided by Kevin Kessler
As you can see above, Connecteam kept things short, sweet, and simple, letting the imagery talk for them. They don’t address the recipient directly, and there’s no opening line or introduction. They just jump right into the new feature.
Its title is large and at the top, and the email is structured as though it’s a grand reveal. There’s imagery that showcases the new feature and tells you everything you need to know immediately.
The CTA is in a perfect spot. It’s also a lighter purple shade. That makes it stand out from the background and encourages clicks.
The following is an email template for an app launch, but, of course, be sure to personalize it and be as creative as you like.
App launch email template
Subject Line: Welcome to the All-New (Company) App
(App Name) is here!
The all-new (App Name) is now officially live on the iOS and Android app marketplaces, ready and able to help you (Pain Point Resolution)
(Feature 1 – Highlighted with a large header and two sentences showcasing what it can do)
(Feature 2)
(Feature 3)
CTA: Learn More
SaaS launch
SaaS products rely on a big launch date to create hype around services. Launching a software product is much different than launching a physical product, mostly because SaaS solutions typically run on a recurring subscription model instead of a one-time purchase.
Often, a launch email is an offer to try out the service at either no cost or obligation. This can be a free demo or a money-back guarantee. That’s because the time it takes for a SaaS lead to convert into a paying customer is much longer. You can also offer an instructional webinar at no cost to prevent rejection by user error.
Because of this, you’ll need to send out a product launch email sequence that fits your email marketing funnel. There should be an announcement, an early Beta demo sign-up before launch day, and, finally, the official launch. A follow-up email highlighting early positive reviews can also be added.
For our example of a quality SaaS launch email, we turn to the CRM platform TigerLRM.
Screenshot provided by Kevin Kessler
In the example above, we see TigerLRM announcing the launch of a new integration with its virtual assistant service. Specifically, it’s working with AI writing tool ChatGPT.
At the top of the message, you have a large header and a custom image that details how to use the product. The company then begins to explain the services in short, punchy sentences, before highlighting at the end that using it is fun.
Then you have a prominent orange CTA at the bottom of the page. The message is simple, short, and effective.
Use this same framework in the template below to build your own SaaS launch email series.
SaaS launch email template
Subject Line: Take Control of Your (Pain Point)
(Company) Proudly Announces the Launch of (SaaS Product)
Businesses seeking to (Pain Point Resolution) can rejoice at the launch of (Product). This specialized software can help you address (Pain Points) and (Benefits of Relieving Pain Points).
Using (Product), you’ll be able to:
- (Feature 1)
- (Feature 2)
- (Feature 3)
- (Feature 4)
- (Etc.)
We want you to experience the difference that (Pain Point Resolution) can bring to your life, so we’re offering you a (Trial Period or Free Demo) with no strings attached. Try (Product) out for yourself and learn how simple life can get!
(CTA)
How to write a product launch email
We’ve pointed out how different types of product launch emails can differ, but the basic formula for each remains the same. There are several steps to crafting the perfect product launch email content to hype your launch date.
We’ll go through them with you one at a time in this product launch email template.
- Create an engaging subject line (read: hook)
- Write a short, personalized greeting (Email marketing automation tools like Mailtrap can add customer names)
- Have a header and an image that make the email pop
- Briefly hype how your product alleviates customer pain points
- Include links to informative blog posts and landing pages
- Have a standout CTA under your message that captures the attention of your audience
What’s next?
An upcoming product launch is a critical moment for your business. You want to burst out of the gate like a racehorse, racking up conversions and creating conversations within your audience.
But you can’t rely on the audience finding you alone. Use the product launch email templates featured above to improve your open rate, create a sense or urgency around your product launch campaign, and craft a winning message that highlights your product and entices recipients to convert.
