How To Craft A Product Launch Email Strategy For A Winning Launch- 2024

Many will tell you that a product launch requires flashy events that requires a huge budget with a lot of steps involved. Perhaps that is true if you are with a new business, about to make their first or second product launch.

But, trust me. That’s not the only way to do it.

If you’ve built a substantial email list over the years—anywhere from 2,000 to 10,000 contacts—you’re already equipped for a successful launch.

Here, the idea is to launch your product through targeted email campaigns.

This strategy is not only cost-effective but also proven to work, with email marketing consistently delivering excellent ROI.

In this guide, I’ll show you how to create an effective product launch email strategy that will help you get instant sales without all the extra effort, unlike a typical product launch.

Let’s get started.

Why Should You Send Product Launch Emails?

Before diving into the core part, let’s see why you should send the product launch emails in first place.

A product launch email is basically a targeted message that you send to your potential customers to announce the release of your new product. It’s designed to generate interest and drive sales right from the start.

Here’s why focusing your efforts on product launch emails is particularly effective:

• Immediate Awareness: Launch emails place your new product directly in front of people who are most likely to buy. This direct approach ensures you’re top of mind right at the crucial moment of launch.
• Enhanced Engagement: These emails are crafted to capture the attention of your audience by highlighting the unique aspects of your new product, increasing the likelihood of early adoption.
• Cost Efficiency: Email marketing offers a high return on investment. Implementing a product launch email campaign uses existing resources and contacts, minimizing costs while maximizing outreach.
• Speed of Execution: You can reach your entire lead list instantly with a launch email sequence. This swift communication is vital during a launch when timing can be the difference between a hit product and a miss.
• Segmentation Opportunities: Tailoring your product launch email sequence to specific segments of your audience based on their preferences and past behavior makes your message more relevant and increases the chance of conversion.
• Feedback and Metrics: Launch emails provide immediate data on how your audience interacts with your message, allowing you to tweak and improve your approach rapidly.

So, you can say integrating these strategies into your product launch funnel uses your existing relationships with your audience, delivering tailored, relevant, and compelling content that drives engagement and sales.

However, you need to understand different types of product launch emails to run a successful campaign.

Types of Product Launch Emails

Each type of product launch email plays a specific role in your overall campaign, guiding your audience from initial awareness to final purchase.

Here are the main types:

i. Announcement Emails

The very first touchpoint in your product launch email sequence, the announcement email, introduces your new product to your audience. It’s your opportunity to create buzz around your new product announcement. Think of it as the grand reveal; it tells your audience what’s coming and sparks interest.

ii. Teaser Emails

Before the main launch, teaser emails keep your audience intrigued without giving away too much. These emails are great for stirring excitement and curiosity, essential for building momentum as you lead up to the launch day.

iii. Launch Emails

This is the main event in your product launch funnel. Your launch email is where you share all the key details about your new product: features, benefits, and pricing. It’s direct and aims to convert anticipation into action—encouraging your audience to make a purchase or learn more.

iv. Follow-Up Emails

After the initial launch phase, follow-up emails are crucial. They nurture the relationship with those who showed interest but haven’t purchased yet. This could include additional information, customer testimonials, or answers to frequently asked questions that might help in making a purchasing decision.

v. Last Call Emails

As your launch window begins to close, ‘last call’ emails serve as a final reminder. They create a sense of urgency, encouraging those on the fence to act before it’s too late. This is particularly effective to capture late deciders or procrastinators.

By using these different types of emails in your product launch email campaign, you ensure that you cover all bases, from sparking initial interest to closing the sale.

Now I’ll show you the basic approach towards the product launch.

The Product Launch Email Strategy That Works

Let us first understand how you should approach the idea of launching a product with just emails.

It will only work if you have the following criteria met.

1. You must have a collection of leads – maybe 2000 to 10,000 or more.
2. The leads must be qualified – you have to segment leads based on their target niche or interest.
3. Your leads must be warm – nurturing your leads is a must for this to work.

Here’s the fact. It’s awesome that you are about to learn a strategy that will save you a lot of time and money during your next launch. But, this strategy will only work for you if you have been around for a while, have good authority over your niche, and have a collection of qualified leads that are potential customers of your product.

For example, suppose you are a course creator who helps freelancers to get more gigs on Freelance.com. If you have a lot of leads that are interested, you could easily launch your next course and expect a huge number of sales in the first 3 days.

Since these leads trust your expertise and know that you always offer great value, many will not hesitate to invest in your new course.

In the next few sections, you will learn how you will be able to craft a brilliant email marketing strategy that will help to get you the high numbers right from the get-go.

Steps To Creating The Perfect Product Launch Email Campaign

You will have to consider planning for 3 stages of your launch

1. The Pre-launch
2. The Main Launch
3. The Post-launch

1. The Pre-launch Emails

When you have your product ready, you should start with a pre-launch phase where you may send 3 specific emails.

The 1st Pre-launch Email – The Problem And A Hunt For Solution

Start with an email where you may state a problem you noticed that many are facing. You can then tell them that you have found a way to overcome this, which you will share with them next week.

Let us go back to the example where you are a course creator for freelancers.

Here’s an example of how the first email could be like,

Hey CS,

Today I have a great news to share!

In the past 6 months, I have been trying to find the best way to land clients without lowering my rates.

After several experiments, I have finally got a breakthrough!

In the last 2 months, every job I applied for, even with ridiculously higher bids, I was surprised to get every single job!

And trust me, it's a lot easier than you think.

I'd be happy to share this new solution with you.

In fact, I am working on creating a guide that will tell you exactly what you need to do.

Click here if you are interested and I will make sure to reach out to you when it's ready.

Cheers!

John Doe

This email really sets the stage for your launch. People who are interested will surely show their interest.

On the “Click here” text, you may link to an opt-in page to ask them to join a particular list in your email list. This is just to segment the leads which will help in future campaigns.

The 2nd Pre-launch Email – Soft Introduction The Best Solution & Its Outcomes

In the next email, you may share that you found a solution and how that solution helped to solve your problem. Plus, if you tried the solution with another person, share how it helped him as well, though this is not mandatory.

Plus, give a glimpse or teaser of what you have ready.

Then, give a few stats of what was achieved and what are expected from this new product or solution.

It could go like this:

Hey CS,

Last week, I told you I was preparing a guide with the solution that I newly found out to land clients with high rates.

With this new strategy, in the past 2 months, I landed 11 clients for writing their marketing copies.

I pitched within $100 to $700 in different jobs. On these same jobs, there were others who bid for as low as $50. Yet I landed the jobs! Crazy right?

I even helped one of my friends, Dave, who used the same strategy to land 8 new clients and earned a total of $2200 in less than a month!

Having said that, my guide is almost ready and I plan to launch it early next week.

But, I've got something special for you today!

Here's a free issue of the 1st chapter.
I'm sure you will love what you see.

Now, I know you are as excited about this as I am. So I will make sure you will be able to get your hands on this guide next week without breaking your bank.

So see you next week.

Cheers.

John Doe

This email will make your prospect excited. And that free access to a glimpse of what’s in store is what will close the deal for many.

You have to make sure this sneak peek includes data and case studies on what your prospects will be able to achieve using this product. It will act as icing on the cake for the anticipation you are building with these emails.

3rd Pre-launch Email – The Launch Invitation

This email will be an early reminder before the launch, maybe 24 hours prior.

Here, make sure to add a hook or a reason for them to visit the launch page if not purchase.

The email may go as follows:

Hey CS,

In my last email, I talked about my best solution to getting clients without high costs and gave you a glimpse of the course I am creating.

I just want to let you know that I will be making the course available for you to purchase in just 24 hours.

But I do not want you to feel like I am trying to make a buck without giving you any benefit of the doubt.

Hence, I'll give you a little tip. The course will cost you way less than you may think. It's not $90 or even $50 dollars. In fact it will cost way less than that.

So, make sure you visit this link at 10:00AM EST.

You will love what I have in store for you.

Cheers!

John Doe

Notice how the tone is all about giving attention to the prospect. The whole email is written in a way that the reader feel special. At the end of the email, the prospect will at least visit the launch page to look at your offer.

2. The Main Launch

Now, it’s time for the big launch. You have created a huge anticipation and your prospects are waiting to get their hands on this.

The Launch Email

Right on the promised time, the launch email should go out.

It could be as simple as,

Hey CS,

It's finally out there!

~ How To Land More Freelance Clients With High Hourly Pay

This course will tell you exactly what I do to land my clients and win the bids every time.

In fact, I even landed a new client yesterday on a $1200 bid!

Now, it's your chance.

I want you to start becoming a Freelance superstar in the next two months. And so, I promise you, I will not make you pay a fortune for this!

In fact, just for you, I have decided to offer a 40% discount for this week!

So, you will not only get this high value course at a low price, but get a bonus discount on top of it as well!

Go ahead and have a look now!

[Get the course now!]

With this email, your main aim should be to add more reasons for the prospect to take a look at what you have to offer with a positive vibe.

You have to make sure your product is affordable. And you have to make sure you have a good offer, maybe a discount, or a huge bundle (that includes added resources) without extra cost, lined up for your list.

For example, the course in the example could be priced at $26 as the offer price ($40 original).

The idea is to convert more quantities while still making a profit after the acquisition cost.

Since, the whole process is based on emails, your acquisition cost is already low. So it’s easier for you to make a good offer.

The On-boarding Automation

Whoever purchases the course, may set an automation to send a sequence of 3 emails.

• 1st email will include instructions on how to start watching the course.
  To be sent as soon as an order is complete.
• 2nd email could be some resources or documents such as ‘pitch templates’ that they would find useful.
  To be sent within 24 hours after purchase.
• 3rd email will include a form to ask for testimonials.
  To be sent 1 to 2 weeks after purchase (depending on how soon they may get results from your product).

3. The Post-launch Email Sequence

After the launch, depending on how long you run your special offer, you may create a lucrative email sequence.

You also have to think of adding more value down the line to make sure more indecisive people make up their minds and convert.

For example, during the launch, you made the offer available for 1 week. So, in the post-launch period, you could extend it to two weeks.

In another example, suppose you are selling a digital product. You could launch another major feature 1 week prior to end of offer.

During post-launch, you may send 3 to 7 emails depending on your offer period.

In the case of our example, an 5-email sequence would be great.

• Email 1 – An email with free resources or documents such as ‘pitch templates’ with request to enroll to get more resources and guidance. It could be sent 2 days after launch.
• Email 2 – Case study or stats on how this course can help to get more results. This email may be sent 5 days after launch.
• Email 3 – Announce the good news of extending the deal period by a week, to be sent 2 hours prior to the deadline.
• Email 4 – Remind them of the results and benefits of the course along with the special price it is in. This may be sent 15 days after launch.
• Email 5 – Give a final reminder email with a countdown timer to indicate the end of the deal period, to be sent 6 hours prior to the end of the offer period.

This whole sequence will help to convert 10-20% of the remaining interested leads.

And that’s it. You will notice your launch has generated huge revenue with a high profit margin despite having a low-priced product.

5 Exciting Product Launch Email Examples

As you gear up for your next product launch, take a cue from these stellar email examples that have successfully captured attention and converted leads.

Here, we break down what makes each one effective so you can apply these insights to your own strategy.

1. Mail Mint – Launch Offer Email

This email from Mail Mint is a great example of how to effectively announce a new product launch. It tells you about the launch of Mail Mint Pro offering attractive deals to encourage early adoption.

What stands out here is:

• The email clearly announces the launch date and what to expect.
• Offers significant discounts for the first 200 adopters that create urgency.
• Highlights exclusive bundle deals, adding value for potential buyers.
• Uses straightforward language that is easy to understand.
• Encourages readers to mark their calendars and be ready for the launch.
• Creates excitement and anticipation by outlining the benefits and special offers.

2. ActiveCampaign – Announcement Email

This email from ActiveCampaign is a classic example of an announcement email. It introduces their new feature, ActiveCampaign AI, which enhances their existing service by offering AI-generated content capabilities.

Here is why it’s a great example:

• The layout is clean and professional, using a mixture of engaging visuals and concise text to inform the reader about the feature’s benefits.
• It explains how the new AI tool can streamline the content creation process, making marketing campaigns more efficient.
• The call-to-action “See it in action” is prominently placed, inviting readers to explore the feature further.
• This email effectively catches interest and encourages immediate interaction, showcasing a perfect blend of information and invitation.

3. Kajabi – Feature Highlight Email

This email from Kajabi is a prime example of a feature highlight email. It showcases the new Kajabi Email feature, emphasizing its benefits and ease of use.

Here is why this example stands out:

• The email is visually appealing, using clear headlines and images to grab attention.
• The message focuses on the key features, such as themed templates, preset sections, email subject validation, and deep integrations.
• The concise and straightforward language makes it easy to understand the value of the new feature.
• The prominent call-to-action “Get Started” encourages immediate exploration of the new tools, making this a strong component of any product launch funnel.

4. Litmus – Introduction Email

This email from Litmus is a fantastic example of an introduction email. It announces the launch of Litmus Builder, a code editor specifically for email design and development.

This email works well because:

• The email is detailed yet straightforward, highlighting key features such as 1-click email testing, responsive views, customizable templates, and more.
• Each feature is clearly explained with simple icons and short descriptions, making it easy to understand the tool’s capabilities.
• It not only introduces the new product but also provides actionable steps for the reader.
• The inclusion of user testimonials adds credibility and social proof, making it more convincing.
• Additionally, the call-to-action “Try Builder Now” is clear and inviting, encouraging readers to start using the tool immediately.

This kind of product launch email effectively blends information and engagement, driving interest and encouraging quick adoption.

5. Postcards 3 by Designmodo – Product Refresh Email

This email from Postcards 3 by Designmodo serves as a great example of a product refresh email. It introduces updates to their intuitive email builder, emphasizing new and improved features.

This email stands out because:

• The email uses vibrant visuals and clear, bold text to highlight key points, making it visually appealing and easy to read.
• The message focuses on specific benefits like creating email templates faster, personalizing designs, and ensuring compatibility across devices.
• The detailed feature list at the bottom, including simplified element views, multi-select edit, and drag-to-change values, provides a comprehensive overview of what’s new.
• The prominent call-to-action buttons, “View All Features” and “Watch Video,” guide readers to engage further with the new offerings.

This approach makes the email an essential part of the product launch email sequence, ensuring users are aware of and excited about the latest updates.

Now I’ll share some best practices for crafting a successful product launch email campaign.

Best Practices for Crafting a Killer Product Launch Email Campaign

Creating a successful product launch email campaign requires specific strategies that engage your audience and drive sales.

Here are some unique and actionable steps to take:

• Intriguing Subject Line: Use subject lines like “Be the First to Experience [Product Name]” or “Exclusive Access to Our Latest Innovation” to create curiosity.
• Personalized Introduction: Start your email with the recipient’s name and a personal note. For example, “Hi [Name], we’re thrilled to introduce our latest product just for you.“
• Problem-Solution Approach: Begin by addressing a common problem your audience faces, then present your product as the perfect solution. This makes your product relevant and desirable.
• Sneak Peek: Include a short, engaging video or GIF that gives a sneak peek of your product in action. Visuals can capture attention and keep readers interested.
• Early Bird Specials: Offer early bird discounts or bonuses for the first 100 customers. For instance, “The first 100 buyers get 30% off plus an exclusive bonus!“
• Testimonials and Social Proof: Include quotes from beta testers or early users who loved your product. Real-life experiences can build trust and credibility.
• Interactive Elements: Add interactive elements like countdown timers for limited-time offers or clickable images that lead to more information about the product.
• Exclusive Launch Event: Invite your audience to an exclusive online launch event or webinar. This can create a sense of community and excitement around your product.
• FAQ Section: Address common questions directly in your email. For example, “Wondering how [Product Name] works? Here are some quick answers.“
• Clear and Bold CTAs: Use large, eye-catching buttons with direct CTAs like “Reserve Your Spot,” “Claim Your Discount,” or “Get Started Now.”
• Follow-Up Strategy: Plan a series of follow-up emails. For instance:
  • Reminder Email: “Just 24 hours left to grab your early bird discount!”
  • Testimonial Email: “Here’s what our first customers are saying about [Product Name].”
  • Last Chance Email: “Final call: Don’t miss out on our exclusive launch offer!”

By applying these specific tactics, you’ll create compelling product launch emails that capture your audience’s attention and drive engagement and sales effectively.

Tools Required To Create A Successful Product Launch Email Campaign

So far, you have learned about how the whole process works. But to implement this process, you may need a few tools.

1. Email Marketing Automation Tool
   We recommend using Mail Mint, an easy-to-use, self-hosted email marketing automation tool in WordPress, along with Amazon SES or Brevo sending service to set up the email sequences and automation flows in this strategy.

2. AI Email Writer
   Often writing email copies may seem difficult. But nowadays, you will find amazing AI writers such as Jasper AI, Closers Copy, etc., that will help you generate brilliant email copies. You may even use ChatGPT Pro for great results.
   If you use Mail Mint, you may connect your ChatGPT account to it to generate AI email copies while setting up the emails.

3. Lead generation tool
   Try to create lead generation funnels to grow your leads on a regular basis. Quality leads are the number one requirement for this strategy to be successful. WPFunnels could be a good option for you to create lead gen funnel.

4. Tools To Host Your Product
   You may either host your products on your website or other marketplace platforms. The idea is to allow a seamless checkout and hassle-free access to your product. LearnDash or TutorLMS are great plugins to host courses in WordPress. For other products, you may look into EDD, WooCommerce or Shopify.

Final Thoughts

This strategy has a chance to get you 3 times more results than your usual email campaigns. It can go even higher if your leads are qualified and warmed up on a regular basis.

A low acquisition cost along with the right copywriting skills can ensure high success for your product launch email campaign.

So go ahead and plan your next product launch using emails.

Also, check out Mail Mint.

It will make email marketing so much easier for you.

Cheers!