There are few instances extra thrilling in an organization than throughout a product launch. Anticipation brews and a way of optimism emerges across the prospect of a progress in market share.

Nonetheless, a query all the time arises when a brand new product launches: do sufficient folks learn about this launch for it to achieve success?

There are a number of avenues to speak via throughout a product launch — advertisements, social media, PR, and weblog promotion, to call just a few. But, one of the underrated and efficient communication strategies to alert inner and exterior stakeholders is a product launch e mail.

Not solely do product launch emails make your prospects conscious of the product launch, however additionally they talk very important details about the launch to these within your organization.

On this put up, we’ll stroll you thru the steps for writing three several types of product launch emails, together with providing solutions in your product launch e mail topic traces and outlining the best product launch e mail sequence.

Featured Useful resource: Product Advertising and marketing E-mail Templates [Download Now]

HubSpot’s Free Product Advertising and marketing Equipment is stuffed with the organizational templates you will must unfold the phrase about your product, together with e mail templates. Why waste time ranging from scratch? Click on right here to obtain the templates.

The best way to Write a Product Launch E-mail

You will wish to share an inner product launch e mail along with your total firm on both the day of or previous to your product launch. With this e mail, you will wish to flip all the workers at your organization into an enthusiastic, well-informed, word-of-mouth advertising group by offering them with:

• An summary of the product
• Why workers needs to be enthusiastic about it
• “Lazy copy” for e mail and social media that workers can copy and paste

This is a top level view of an inner product launch e mail. It’s also possible to obtain it as a template with extra particulars.

1. Write a brief however explanatory topic line.

Step one is getting of us to open your e mail. Do that by offering a transparent and brief topic line describing the information. Preserve the topic line at or below 12 phrases.

Strive one in every of these:

• It is Time! [Product] is now dwell. Click on to be taught extra!
• We simply launched [Product] – And we’d like your assist
• [NOW LIVE]: [Product] is obtainable to the general public
• [Product] launches right now. This is what it’s worthwhile to know.
• The second you have all been ready for: [Product] is right here.
• [PLEASE READ]: The whole lot it’s worthwhile to learn about [Product].

Offering a topic line that will get straight to the purpose will make your e mail much less more likely to get misplaced among the many different messages of their inbox.

2. Give a short overview.

Identical to you, the staff at your organization are busy, so seize their consideration with a fast good day and a 1-2 sentence overview of the product launch.

3. Clarify what the product is.

Give your readers the very fundamental information in your product, like what it is referred to as, what it does, when it is obtainable to the general public, and the way a lot it prices. You also needs to embody a picture so readers have a visible reference.

4. Share why the launch issues.

Why ought to your workers be enthusiastic about this launch? You possibly can go a little bit extra in-depth right here, so clarify what void this product fills out there and what alternative you are seizing on to broaden your market share, delight extra customers, and broaden your buyer base.

Some questions you’ll be able to reply on this part are:

• Does this replace handle a typical buyer grievance?
• Are you bringing your product as much as par for the market you are in?
• Do you might have statistics or income projections to show the significance?

5. Clarify how the product works.

On this part, give a short overview of the steps required to get or use this product/function. How do your prospects enroll? Are there any utilization limitations? Anticipate incessantly requested questions — notably from salespeople, entrepreneurs, account managers, and help reps — and attempt to cut back confusion upfront.

6. Describe who the product is for.

If you have not already coated it, say who the meant viewers for this product is, or if any customers will routinely see this new function. This part is especially necessary for regional or language-specific merchandise.

7. Present a contact for questions.

Present the contact information and title of the particular person or people who find themselves greatest geared up to reply any questions in regards to the product, its launch, or its promotion.

8. Embody lazy or pattern copy for sharing.

You will wish to make it so simple as doable for workers to share the product launch over e mail or social media. Present pattern textual content and URLs that may be copied and pasted — or higher but, pre-made social hyperlinks from a website like Share Hyperlink Generator.

This is an instance of lazy copy for each state of affairs.

• Twitter: We have simply launched [Product Name] right here @[Company Name]! This new function will allow you to [List Main Benefit]. Click on right here to be taught extra about it [Insert URL].
• LinkedIn: It is an thrilling day right here at [Company Name]! Right this moment, we’re asserting our launch of [Product Name] – a brand new product that [List One or Two Major Benefits or Features].
• E-mail: We’re thrilled to lastly share this with our prospects. Study extra at our web site, and attain out to me if in case you have any questions in regards to the new product! [Insert Product Page URL]

Product Launch E-mail Templates

Keep in mind, it can save you time through the use of product launch planning and e mail templates. You possibly can obtain free product advertising e mail templates right here in our Product Advertising and marketing Go-To-Market Equipment. You and your group can work collectively to make an thrilling product launch marketing campaign should you reap the benefits of these instruments.

Let’s take a look at some templates that will help you get began.

Template 1: Pre-Launch

Template 2: Normal Product Replace

Template 3: New Characteristic Replace

If you create or discover the template that’s best for you, add in your product’s info and get your community buzzing about it.

Product Replace E-mail Template

The interior product launch replace e mail is greatest shared with direct stakeholders within the product launch. For instance, product entrepreneurs, product managers, designers, social, and PR.

These emails needs to be despatched routinely main as much as the official product launch (each week, each different week, and many others.) and supply readers with actionable steps on what has occurred since your final e mail, what must be finished, and whether or not or not you are on monitor for launch.

This is a top level view of what your inner product launch replace e mail ought to seem like. It’s also possible to obtain it as a template with extra particulars.

1. Topic Line and Preview Textual content

Preserve the topic line at or below 12 phrases. Select a topic line in your inner product launch replace emails and make it the usual for everytime you ship out your updates. Caught? Strive one in every of these:

• [Date] Bi-weekly [Product Name] Replace
• [#] Days Till [Product]: This Week’s Replace
• [Product] Launch Standing: Right this moment’s Motion Objects
• New from [Company]: A Answer for [Main Problem]
• [Product]: A Answer to Your [Problem]
• Out there Now: [Product], the Answer to [Problem]
• [Product] is Now Out there. This is How You Can Get it.
• Issues With [Problem]? Strive [Product] – New from [Company]
• At Final – A Answer to Your [Problem]
• Meet [Product]: A New Product to Assist You [Benefit]

2. Days Till Product Launch

Reiterate the scheduled date of the product launch along with what number of days stay.

3. Main Updates

Listing out any main updates which have occurred between the earlier e mail and this one. For instance: a bug was mounted, closing designs have been authorised, otherwise you secured placement in a number one circuit on announcement day.

4. Sources

Hyperlink out to shared paperwork, the marketing campaign planning spreadsheets, or some other assets that your group might must reference this week.

5. Progress Towards Objectives

Remind your group of the overarching marketing campaign targets on this part and supply a standing replace (full, assembly, exceeding, or lagging).

6. Updates By The Group

Run via transient standing updates and developments from every group. That is additionally a fantastic place to share every group’s focus for the upcoming week.

7. Questions or Feedback

Encourage recipients to achieve out to you immediately with any questions.

Try our template beneath for a greater thought of what to incorporate in your e mail. 

Exterior Product Launch E-mail

The time has come to share your thrilling new product with the world.

You probably have a longtime record of loyal contacts in your CRM, create an inventory of recipients you suppose would profit from the product launch e mail.

Whilst you can ship out a mass e mail to your entire contacts, it is smart to group your contacts collectively by their lifecycle stage or their pursuits so that you simply’re prioritizing prospects who could be most or prepared in your new product.

The identical normal guidelines talked about beforehand apply for sending exterior emails, besides you will want to regulate them to go well with what’s most pertinent to your prospects.

This is the way you may wish to format an e mail to your contacts to encourage them to purchase or be taught extra about your new product.

1. Embody topic line and preview textual content.

As talked about earlier than, hold the topic line at or below 12 phrases. Listed here are a few of our prime picks.

• New from [Company]: A Answer for [Main Problem]
• [Product]: A Answer to Your [Problem]
• Out there Now: [Product], the Answer to [Problem]
• [Product] is Now Out there. This is How You Can Get it.
• Issues With [Problem]? Strive [Product] – New from [Company]
• At Final – A Answer to Your [Problem]
• Meet [Product]: A New Product to Assist You [Benefit]

2. Add a brief greeting.

Like your fellow workers, your prospects are additionally very busy. Do not bury the lede — begin the e-mail off with the large information! Buzzwords like “new,” “huge information,” or “now obtainable” could be good to implement right here, alongside a fast overview of what the product known as, what it does, and a picture of the product.

3. Give an outline of the product.

Present a high-level abstract of what the product is, why it was made, and what it does.

4. Spotlight key options.

Listing the important thing options or advantages of this supply. You probably have a product demo video, it’s possible you’ll wish to hyperlink to it right here. Moreover you’ll be able to add information graphics or one other visible help to assist get your message throughout.

5. Embody a call-to-action.

Depart your contacts with an actionable subsequent step. Would you like them to answer to you with questions? Join a demo? Try the brand new product web page in your web site? No matter your required subsequent step is, make it abundantly clear with a hyperlink or by bolding the motion.

Product Launch E-mail Sequence

To unfold the phrase about your product launch extra effectively, contemplate enrolling your contacts into an e mail sequence in your e mail advertising software program. Listed here are the steps you may wish to comply with:

Inner Product Launch E-mail Sequence

1. Introductory E-mail

Alert the staff that the product growth is in progress and why.

2. Pre-Launch E-mail

Let workers know when the product is ready to be launched and what’s anticipated of them on launch day.

3. Launch Day E-mail

On the day of the product launch, alert all workers that the product is obtainable to the general public and supply share hyperlinks.

4. Observe-Up E-mail

After a while has handed, ship workers an replace of your efficiency towards targets, and a reminder of how workers can assist the product launch be extra profitable.

Exterior Product Launch E-mail Sequence

If you wish to construct anticipation amongst your contacts, contemplate an exterior product launch e mail sequence. This can be utilized to step by step enhance your prospects’ pursuits earlier than and after the product comes out.

Keep in mind: it’s possible you’ll solely wish to enroll folks on this sequence that meet sure qualification standards.

1. Pre-Announcement E-mail

This e mail comes as soon as you’re feeling the product is in an excellent place and also you’re comfy asserting its launch date to the general public. It ought to embody a fundamental description of the product along with an anticipated time-frame. We recommend not figuring out an official launch date until you’re completely assured the date you might have chosen is correct — you by no means know what may go unsuitable between at times, so it is best to play it secure.

2. Announcement E-mail

This e mail needs to be the official e mail announcement of your product. We have outlined what needs to be included on this e mail within the part above, however keep in mind to maintain the content material on this e mail brief, informative, and actionable.

3. Observe-Up E-mail

This e mail needs to be despatched to the contacts you’re feeling could be an excellent match in your new product however did not comply with up along with your authentic e mail. Kindly remind them that you simply suppose they might profit from this new product and also you’re excited to listen to in the event that they’re .

When constructing pleasure in your new product, having this sequence can hold your prospects ready in anticipation of your subsequent smartest thing. Have a look beneath at an instance of an actual, current product launch.

Product Launch E-mail Examples

Able to get began writing your personal product launch emails? We have compiled an inventory of actual life examples to encourage your subsequent launch correspondence.

1. Samsung

Samsung has been exceptionally profitable in promoting its Galaxy Fold cell telephones, and its emails have been constructing suspense for them for over a 12 months.

This e mail instance serves as one in every of its pre-announcements, permitting excited prospects to pre-order the machine. Earlier emails they’ve despatched have included the specs and options of the Fold, and this e mail offers a time-frame of when prospects ought to count on its arrival.

Why This Works:

This observe from Samsung retains it transient whereas together with all of the pertinent info prospects want. It offers them their pre-order quantity and tells them what to anticipate subsequent, however most significantly it retains the anticipation going.

You possibly can hold it easy as proven above, or get inventive in your new product emails — simply be certain it’s conveying the knowledge your prospects wish to know.

2. Descript

Audio and video modifying platform Descript rolled out a brand new model of their product and despatched the e-mail beneath to tell their present prospects. The e-mail particulars what the brand new options are and the way they’ll enhance the client expertise utilizing the product.

Picture Supply

Why This Works

This e mail is extremely thorough. It walks the reader via every of the enhancements, how they work, and the advantages — full with video and different useful visuals.

It’a fantastic instance of methods to design a launch e mail that has plenty of new options and data to elucidate. 

3. Asana

When Asana launched their dashboards function, they despatched the beneath e mail to prospects to assist them get acquainted with the change in reporting. It was despatched the next week after the brand new function was rolled out, offering customers with tutorials and different assets exhibiting methods to get probably the most out of dashboards.

Picture Supply

Why This Works

This e mail retains it brief, however informative and clearly explains the place customers can go in the event that they want extra help along with a short demo of how the dashboards function works. The design can be clear due to loads of white house and small, well-placed pops of colour.

4. Solstice

With distant work extra well-liked than ever, video conferencing software program has develop into a should. In response, Solstice improved their platform to accommodate customers and supply each onsite and distant employees a greater consumer expertise. The e-mail beneath outlines the brand new product and options they added.

Picture supply

Why This Works

This e mail clearly outlines what the brand new product does and the advantages it gives. Plus, Solstice provides a number of methods for purchasers to be taught extra — both by attending the launch occasion or webinar. The supply of a free trial additionally permits prospects to check the product risk-free earlier than making a dedication.

Prepared, Set, Launch! (Your Subsequent Product)

Construct your e mail advertising campaigns in a manner that appeals to your personal inner group, and your prospects in the hunt for the following smartest thing. We hope you’ll be able to implement some ideas from this information into your advertising, and need you one of the best of luck in your subsequent product launch.

This text was initially printed in December 2021 and has been up to date for comprehensiveness.