80% of recent merchandise fail as a result of (as a Harvard Enterprise Evaluate article explains):
“Firms are so centered on designing and manufacturing new merchandise that they postpone the exhausting work of on the point of market them till too late within the sport.”
Obscurity kills new merchandise.
Folks join your emails as a result of they wish to know what’s coming subsequent. Meaning you must ship them announcement emails when you have got new merchandise, occasions, or adjustments inside your corporation.
On this publish you’ll study:
- What an announcement electronic mail is and what you must embody in a single
- 20 examples of nice launch emails (with takeaways) to encourage your individual campaigns
- How one can time an automatic product launch electronic mail sequence to create the proper of hype
50% of individuals make purchases due to a advertising emails each month. Launch campaigns create the important publicity wanted in case your product is to succeed.
What’s an announcement electronic mail?
An announcement electronic mail is a advertising message despatched to inform folks about one thing new, up to date, or modified in your corporation. They’re used to publicize issues like:
- A brand new product launch
- A limited-edition launch
- A pre-order alternative
- A particular occasion
Promotional announcement emails aren’t solely to let folks know you have got a brand new services or products. One electronic mail blast received’t make the gross sales pile up.
Yeah, maintain dreaming. If solely.
You’re already offered in your product. You’ve labored exhausting. It might have taken months — and even years — to succeed in this level. So it’s simple to imagine a buyer feels the identical means.
They don’t.
They care about their wants and wishes…and in case your product is the answer they’re in search of.
Your announcement electronic mail’s objective is to make a transparent promise – to point out folks how your product might help them.
Listed below are 20 examples of launch announcement emails that present you how you can just do that.
20 examples of announcement emails
Present your product (Quip)
What this product announcement electronic mail does proper:
- Present, don’t inform. Quip does greater than introduce a restricted version product. It pushes our FOMO button exhausting with a intelligent design to present us that this brush — like a melting popsicle in summer time — can be gone within the blink of an eye fixed if we don’t act quick
- Animations may be minimal. The animated gif provides curiosity to a minimally designed electronic mail
- Use contrasting colours. The pink and aqua make the CTA button and brand pop on this restricted version electronic mail
2. Be genuine to your model (Warby Parker)
What this product announcement electronic mail does proper:
- Handmade = genuine. Folks see inventory images as phony. The inventive artistry of this piano prop is in step with the Warby Parker model.
- Shade evokes emotion. Each coloration tells a narrative. We’re hardwired to attach colours with particular moods, so contemplate what feeling you wish to get throughout when selecting colours.
- Collaborate. As model advertising guide Mike Berry says about collaborations, “there are enormous advantages to be gained, together with sharing buyer bases, cross promoting, including curiosity utilizing the opposite model.”
3. Supply a price incentive when you possibly can (MAC Cosmetics)
What this product announcement electronic mail does proper:
- Borrow some influence. MAC Cosmetics sells inspiration as a lot as merchandise. Iris Apfel is an iconic determine within the style world together with her edgy seems to be. Her direct gaze is an invite to get a few of that particular aptitude for ourselves.
- Use worth incentives. When you have got a price incentive like free transport, make sure that to incorporate it in your electronic mail copy.
4. Use analysis so as to add authority (Casper)
What this product announcement electronic mail does proper:
- Analysis creates authority. Casper believes that Fido deserves an excellent night time’s sleep too. They spotlight the effort and time that went into their canine mattress. We belief the standard of this product, as a result of science is superior.
- Whimsy is successful. The animated dream-squirrel provides whimsy — Casper is aware of there’s humor in a mattress firm conducting sleep research on canine. We’re chuckling…at the same time as we click on that hyperlink.
- The awww issue. By no means underestimate the facility of a cute pet (or child, or glad smiling faces)
5. Stand for one thing (Fenty Magnificence)
What this product announcement electronic mail does proper:
- A message with influence. Am I courageous sufficient to point out up uninvited to a celebration? Fenty Magnificence makes me consider I am…if I put on that killer black lipstick, that’s.
- Language issues. This isn’t only a restricted version — it’s hyper-limited. That’s far more restricted than simply regular restricted, proper? My FOMO is now hyper-triggered.
- Stand for one thing. Fenty Magnificence’s tagline is “Magnificence for all.” Inclusiveness issues. Your viewers needs to see themselves represented — particularly in a market like cosmetics.
6. Be a part of the dialog (Acquire)
What this product announcement electronic mail does proper:
- Illustrate the intangible. Acquire by WeTranser makes use of illustration on this current options replace electronic mail. You’ll be able to’t {photograph} a technical workflow, however you possibly can specific what your app does by visible storytelling.
- Know your viewers. Figuring out what their viewers wanted from their app (and why) wasn’t a fortunate shot at the hours of darkness. Nice copy comes from nice advertising analysis.
- Be a part of the dialog. Conversational copy ought to be a part of the chat already taking place in your buyer’s thoughts. And everybody likes a praise. I do have nice style, thanks for noticing.
7. Don’t make clients guess (Gucci)
What this product announcement electronic mail does proper:
- Announce the sudden. Typically upcoming occasions are the product, like on this electronic mail that invitations us to look at the Gucci style present
- Take away guesswork. In case your viewers misses the occasion since you weren’t clear (you didn’t present the time zone, for instance), you’ll hear about it. In all probability on social media the place you danger unhealthy word-of-mouth…and misplaced future gross sales.
- Create anticipation. This design is one other killer instance of how you can create anticipation by curiosity. You don’t see a sew of clothes — however that animated countdown timer makes you excited to see the brand new style line.
8. Construct hype together with your copy (Rag & Bone)
What this product announcement electronic mail does proper:
- Attain out to new clients. Rag & Bone collaborates with a confirmed fandom and hardcore followers to bump up gross sales.
- Construct the hype. The teaser electronic mail copy makes use of cinematic language to construct pressure and inform us this isn’t simply any collaboration. That is an occasion.
- Use design to create a temper. When you’re not reminded of your favourite Star Wars scenes by the retro-styled slideshow, I discover your lack of nostalgia disturbing.
9. Preserve design decisions cohesive (Kidrobot)
What this product announcement electronic mail does proper:
- Preserve it cohesive. Brick-and-mortar shops journey the announcement marketing campaign practice, too. Kidrobot introduces this art-toy owl with a wonderfully matched design that’s as cohesive because it’s cute.
- Host occasions. Milkshakes convey all of the boys to the yard. Signings, give-aways, and mini-events convey clients to your yard.
- Showcase expertise. Folks wish to know the story behind the objects they personal. That’s not simply a teal owl — it’s paintings by Nathan Jurevicius.
10. Let folks think about (Converse)
What this product announcement electronic mail does proper:
- Monochrome isn’t boring. With a monochrome slideshow to showcase every coloration, Converse makes this announcement electronic mail cease folks of their Chucks.
- Let folks use their creativeness. Although this launch electronic mail instance promotes a line of customizable footwear, Converse selected to not present samples. You must think about what shoe you’d design, which is one other strategy to create anticipation.
11. Use legacy to construct belief (Lanna Espresso Co.)
What this product announcement electronic mail does proper:
- Construct belief by legacy. Folks take their espresso critically. So critically that espresso decisions are seen as a persona trait. By sharing their espresso’s historical past (seedlings delivered by elephant!) Lanna Espresso Co. enriches the expertise for many who drink it.
- Images create closeness. The images really feel such as you’re shopping by a pal’s picture album. Once you’re pleased with your previous, let your viewers in on that journey.
- Describe what can’t be skilled. They’ve not invented a strategy to style espresso blends by electronic mail but (somebody get on that), so Lanna makes use of a taste profile to take away a attainable objection to creating a purchase order.
12. Reward your readers (Mike Birbiglia)
What this product announcement electronic mail does proper:
- Preserve it conversational. Studying this electronic mail that landed in my inbox from comic Mike Birbiglia is like an outdated pal with some loopy (take a look at the topic line) excellent news to share with us
- Reward your readers. Mike nails one in all electronic mail advertising’s greatest practices — he rewards readers that open his electronic mail. How? He affords subscribers tickets for the bottom attainable worth.
- Lengthy content material works. Whether or not on Fb or a weblog publish, lengthy content material that’s related to folks’s pursuits will get nice outcomes. E-mail isn’t any completely different.
13. Use simplicity so as to add confidence (Lord Jones)
What this product announcement electronic mail does proper:
- Simplicity = confidence. Lord Jones showcases their stunning packaging on this restricted version launch electronic mail. The simplicity of this design structure reveals confidence of their product, and minimalism is related to luxurious in lots of peoples’ minds.
- Connect with a way of life. The examples used for this product — hostess presents and stylish dinner events — resolve an issue (what to convey to the celebration). However they’re additionally aspirational. You wish to be the person who affords a deal with from these bins at your individual stylish ceremonial dinner.
14. Supply clients choices (Taco Bell)
What this product announcement electronic mail does proper:
- Intercourse doesn’t promote. It’s true. But it surely can be fairly humorous. Taco Bell’s tagline “Put on nothing however a fried egg” is a successful strategy to announce their new breakfast providing.
- Present your product at its greatest. Everybody is aware of quick meals doesn’t seem like within the photos. However that doesn’t imply you shouldn’t go the additional mile to {photograph} the product as superbly as attainable.
- Supply choices. Taco Bell provides you numerous methods to strive their new egg taco. They make it simple to pre-order with a number of app choices.
15. Use the PAS technique (Venmo)
What this product announcement electronic mail does proper:
- Drawback, Agitation, Answer. Venmo comes at us with the basic “PAS” (Drawback, Agitation, Answer) advertising technique:
- Drawback — You’ve got cash caught in your Venmo steadiness
- Agitation — You may purchase all these items with it
- Answer — Now you can, with the brand new Venmo card
- Options vs advantages. A function is what your product has, and a profit is what it does for the client. Venmo covers the options of their card with relatable examples how every one advantages you.
- Make your CTA simple. The brilliant animation of the “choose your coloration” button is a frictionless call-to-action to get us to enroll
16. Rejoice milestones (Behance)
What this product announcement electronic mail does proper:
- Supply pre-orders. A reduction for the early adopters that place a pre-order will rack up Behance’s gross sales (and get monetary savings by offering an estimate of how huge their print run can be).
- Present a glimpse. The images of pattern pages is a delicate strategy to set off curiosity: it makes you wish to web page by the e book
- We like milestones. Celebrating your achievements is enjoyable for loyal clients, too. And folks prefer to personal the first of something.
17. Use your iconography (Hermès)
What this product announcement electronic mail does proper:
- Play together with your iconography. Hermès understands that patrons of high-end designer items are fiercely loyal. This electronic mail doesn’t have to say all of it — and the viewers doesn’t need it to, both. They know these orange bins.
- Puns are enjoyable. Hermès thought outdoors of the field (see what I did there) and located puns can have a huge effect…if completed merely
18. Preserve the message easy (Everlane)
What this product announcement electronic mail does proper:
- Easy sticks. Everlane’s message is straightforward. I by no means look that cool within the chilly, however I’d certain prefer to. When you put on the identical boring winter coat for months at a time, that type of message creates aspirational longing.
- Waitlists work. We’ve talked about the facility of shortage in advertising earlier than. Create a digital wall solely the “fortunate few” can entry to extend product worth in folks’s minds.
- Run a contest. Everlane has a contest to win one in all their puffers. Even in the event you don’t win, you possibly can strive one on…which will increase the possibility you’ll purchase.
19. Present the product getting used (Hoefler & Co.)
What this product announcement electronic mail does proper:
- Present your product in use. Hoefler & Co. doesn’t slop this new typeface down and stroll away. They demo the number of fonts and weights utilizing thumbnail examples. When you’re proven alternative ways to make use of a product, you’re extra seemingly to purchase it.
- Embody video. A “making of” video is a confirmed strategy to interact your target market. Oh, and it could enhance your conversion charges by 80%.
20. Make the most of curiosity (Tom Raffield)
What this product announcement electronic mail does proper:
- Ambiguity intrigues. This electronic mail from Tom Raffield, a luxurious house furnishings designer, is a play about curiosity in three acts. Act one: the images teaser. It’s summary and ambiguous. What’s it?
- Make it interactive. Act two: did you attempt to click on on the clues? Aha, caught you!
- Use curiosity to set off a follow-up motion. Act three: the CTA invitations us to discover their product vary. Make the most of already-triggered curiosity and draw it out…to attract folks additional in.
How one can use a product launch electronic mail sequence to construct pleasure
Folks like anticipation.
One electronic mail blast shoving the product in somebody’s inbox received’t create a lot hype. A product launch electronic mail sequence that builds anticipation will get folks excited — and get you higher outcomes on launch day.
What’s a product launch electronic mail sequence?
A product launch electronic mail sequence is a collection of time-based emails robotically despatched to folks in your electronic mail listing.
For the very best outcomes, you must ship a collection of three emails:
- The teaser electronic mail.
- The informational electronic mail.
- The stay launch electronic mail.
The teaser electronic mail
“There’s a distinction between a thriller and a query. Questions demand solutions, however a thriller calls for one thing extra precious — clarification.” – Robert Cialdini
People are hardwired for curiosity.
The primary electronic mail in your launch sequence ought to set off that curiosity. You’ll unpack the small print of the discharge in your future emails, so consider this primary electronic mail announcement as flirting together with your viewers.
Your product introductory electronic mail will reply these three W’s:
- What. One thing new is coming/taking place/altering
- When. It’s going to occur on this particular date
- The place. That is the place and how you can get your services or products
Because the David Bowie tattoo on my wrist attests, I’m an enormous fan. So I used to be jazzed to see a model of this product introduction electronic mail from Vans in my mailbox.
What this product teaser electronic mail does proper:
- Clear launch dates. What’s going to the footwear seem like? No thought! However realizing what date I ought to placed on my calendar has me excited for the launch.
- Supplies choices. Telling me that brick-and-mortar shops (and which of them) will carry the brand new line helps take away objections to buying
- Evocative design. They don’t have to say who David Bowie is. The dreamy imagery and tagline present they perceive his legacy. Typically the much less you say, the extra you specific.
When to ship this electronic mail: A number of days to every week upfront of your second announcement electronic mail is an efficient rule of thumb.
The informational electronic mail
“Our jobs as entrepreneurs are to know how the client needs to purchase and assist them to take action.” – Bryan Eisenberg
You’re a magician whipping a silk hanky away from the hidden merchandise on the desk. The query is, what can be revealed?
Will it’s your product in all its shining glory?
Or a bungled trick, revealing that you don’t have anything to supply?
To wow your viewers, reply these questions in your second pre-release electronic mail:
- What’s your product? Readability is a very powerful facet of your worth proposition. Add clear product pictures. Concisely listing your options. Tackle attainable objections – earlier than they even enter the shoppers’ minds.
- Why do they want your product? Keep away from jargon. Use the language your clients use to elucidate how your product solves their drawback.
- When will your product be out there? Although it was included in your teaser, announce your product launch launch once more. Checklist the date, time, and time zone. Depart nothing as much as probability.
- Are you providing an incentive? Will there be free transport, a reduction, or exclusivity for the Early Birds? Embody that info.
- What’s your call-to-action? Whether or not it’s a pre-order to your superior new product or when tickets drop to your occasion, your call-to-action microcopy ought to clearly say what folks ought to anticipate.
What this product launch electronic mail does proper:
- An iconic worth proposition. Combining Van’s off-the-wall tagline with the promise of a novel assortment paying homage to the legendary Starman has us able to throw our pockets at this electronic mail
- Marie Kondo your merchandise. Am I a Hunky Dory particular person, or am I feeling a bit extra Black Star? Which footwear “spark pleasure” for me? Each product shot is designed to correspond with an period in Bowie’s catalog.
- Intriguing CTA. An invite to “uncover extra” of the gathering entices you to go to their web site…and whereas there, you may see different product traces you wish to purchase.
When to ship this electronic mail: Ship the second electronic mail in your collection one – two weeks out out of your official launch.
The stay launch electronic mail
“The hot button is, it doesn’t matter what story you inform, make your purchaser the hero.” – Chris Brogan
This final electronic mail in your drip sequence is a call-to-action asserting the merchandise is now out there for buy.
Folks have awful recollections. I’ve forgotten my work lunch on the counter proper subsequent to my keys. Even your most engaged clients can turn into distracted and neglect when your merchandise is on the market. This electronic mail is their reminder.
The small print in your remaining launch electronic mail will principally be the identical as your earlier emails, with these additions:
- Replace your call-to-action. Change your copy and CTA so folks know the merchandise is now out there
- Push shortage. We not solely really feel feelings within the right here and now, we additionally anticipate feelings we’ll really feel sooner or later. In case your product may promote out they’ll be extra seemingly to purchase because of loss aversion.
- Let others promote. Embody social media buttons within the launch electronic mail design so your clients can share your product
Was Vans’ Bowie collaboration a profitable new product launch marketing campaign?
That is Main Tom to Floor Management: sure. The gathering offered out on Vans’s web site inside a number of hours (I ordered two pairs of sneakers myself).
When to ship this electronic mail: Ship this announcement electronic mail when your product is stay and out there for buy.
ActiveCampaign makes your automated product launch electronic mail sequence simple
The window of time you need to launch a brand new product is fleeting. Obscurity is without end.
It’s simple with ActiveCampaign to automate profitable product announcement emails to benefit from that point to place you firmly within the highlight.
So with apologies to David Bowie’s “Starman,” keep in mind this tune:
There’s an individual ready simply to purchase
They’d like to come back and meet us
So we higher blow their minds
There’s an individual ready simply to purchase
We’ve instructed ‘em, bought to personal it
Trigger we’ve proven it’s all worthwhile
Arrange your individual product launch electronic mail collection with our automation recipe you will get right here, or with these electronic mail templates.
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•A limited-edition launch
•A pre-order alternative
•A particular occasion”
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