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How to Write a Product Launch Email That Converts: Templates & Examples Inside

Ready to launch your product with a bang? This guide shows you how to craft a killer email series that builds excitement and converts customers. Get free templates and expert tips!

Product Launch Email

Last updated on June 25, 2024

Hey, product launch pioneers! You’ve put in the blood, sweat, and maybe a few tears to create something amazing. Now, it’s showtime! But hold on – before you blast out a single “Hey, buy my stuff!” email, let’s talk strategy.

You see, a successful product launch isn’t a one-and-done deal. It’s a carefully orchestrated symphony of anticipation, excitement, and ultimately, conversion. And the conductor of this symphony? Your product launch email series.

Why a series?

Picture this: You meet someone intriguing on Tinder. You exchange one message, then… poof! They vanish into the digital abyss.

That’s what happens when you rely on a single launch email. You might spark a little initial interest, but you’ll quickly fade from your audience’s memory.

A series of well-timed, strategically crafted emails, on the other hand, is like a carefully planned courtship. Each email builds on the last, deepening the connection and leading your audience towards the ultimate goal: hitting that “Buy Now” button.

Crafting your product launch email symphony: The movement breakdown

Think of your email series as a four-movement musical masterpiece, each with a distinct purpose and tone:

Movement 1: The announcement – A tantalizing overture

  • The goal: Spark curiosity, build anticipation, and get your audience excited about what’s to come.
  • The vibe: Mysterious, intriguing, and a little bit playful. Think “Something big is brewing…” or “Get ready to be amazed.”
  • The hook: Tease a major pain point your product solves, but don’t reveal too much just yet. Give them just enough to leave them wanting more.
  • The call to action: Invite them to sign up for early access, join a waitlist, or simply stay tuned for updates.

Movement 2: The teaser – A sneak peek behind the curtain

  • The goal: Reveal more about your product’s features and benefits, while still maintaining a sense of excitement.
  • The vibe: Enthusiastic, informative, and focused on the value your product brings. Think “We’ve been working on something special just for you” or “Get a sneak peek at the future.”
  • The hook: Highlight a few key features or benefits, share a short video demo, or tease some exciting user testimonials.
  • The call to action: Encourage them to visit your landing page, pre-order your product, or share the news with their friends.

Movement 3: The launch – The grand finale

  • The goal: Announce your product’s official launch and drive immediate sales.
  • The vibe: Confident, celebratory, and action-oriented. Think “[Your Product name] is HERE!” or “Don’t miss out on this game-changer!”
  • The hook: Reiterate your product’s main benefits, create a sense of urgency (limited-time offer, early bird discount), and make it super easy for them to buy.
  • The call to action: A bold, crystal-clear call to action that tells them exactly what to do (e.g., “Shop Now,” “Get Yours Today”).

Movement 4: The encore – A gentle reminder

  • The goal: Capture any stragglers who haven’t yet taken the plunge.
  • The vibe: Helpful, encouraging, and maybe a little bit persuasive. Think “Last chance to grab [your product name] at a special price” or “Don’t miss out on [key benefit].”
  • The hook: Remind them of what they’re missing out on, address any potential objections they might have, and offer a little extra incentive (bonus content, extended trial).
  • The call to action: A final push to get them to take action.

Product launch email templates: Copy, paste, and conquer!

Let’s face it, writing emails isn’t everyone’s cup of tea. That’s why we’ve done the heavy lifting for you. Just steal these templates, tweak them to match your brand’s voice, and you’re good to go:

Email 1: The announcement

Subject: Get Ready to [Solve Your Biggest Problem] (It’s About Time!)
Hey [Customer Name],
Are you tired of [pain point]? We feel your pain!
That’s why we’ve been secretly working on something incredible just for you – a game-changer that will finally [solve the problem].
Stay tuned for the big reveal. Trust us, you won’t want to miss this.
Sign up for early access: [Link to landing page]

Email 2: The teaser

Subject: Meet [Your Product Name] – Your New Secret Weapon for [Benefit]
[Customer Name],
The wait is almost over! We’re thrilled to give you an exclusive sneak peek at [Your product name] – the revolutionary new [your product category] that will [key benefit].
Imagine being able to [benefit 1], [benefit 2], and [benefit 3] – all with one simple tool. It’s like having your own personal [analogy that relates to your product].
Check out this quick demo to see [ your product name] in action: [Link to video]

Email 3: The launch

Subject: [your Product Name] is LIVE! (And We’re Celebrating with a Special Offer)
[Customer Name],
The moment you’ve been waiting for is finally here! [your Product name] is officially available for purchase, and we’re so excited to share it with you.
This is your chance to [restate key benefit] and transform the way you [action related to product]. But don’t wait too long – this special launch offer is only available for a limited time:
[Special offer details]
Get [your product name] now and experience the difference: [Link to purchase page]

Email 4: The reminder/follow-up

Subject: Don’t Miss Out on [Your Product Name]! (Your [Problem] Needs This)
Hey [Customer Name],
We noticed you haven’t grabbed your copy of [your product name] yet. We get it – life gets busy. But we truly believe this could be the solution to your [problem] that you’ve been searching for.
As a special thank you for being a loyal subscriber, we’re extending our launch offer just for you: [Repeat the special offer].
Claim your offer before it’s gone: [Link to purchase page]

Product launch email inspiration: Lessons from the pros

Let’s take a look at a few brands that rocked their product launch emails:

Cladwell: The Quiz That Converts

Product Launch Email

Cladwell, a personal styling service, understands the power of lead nurturing. Their app update launch email smartly includes a link to a style quiz.

This quiz not only engages users but also serves as a powerful lead-nurturing tool. By gathering data on users’ preferences, Cladwell can tailor future emails and product recommendations, increasing the chances of conversion.

This approach aligns with the fact that lead nurturing can lead to a 451% increase in qualified leads (Tech Jury).

Burrow: The sofa saga with a twist


Burrow, a furniture brand, knows how to create anticipation. Their email unveiling the Nomad Sectional starts with a captivating header and a stunning image, instantly grabbing attention.

They cleverly highlight the product’s unique value proposition (UVP), emphasizing its award-winning design, family-friendly size, and customizable options.

The seamless placement of CTAs throughout the email guides readers toward making a purchase, showcasing a well-executed launch strategy.

Apple AirPods Pro: The magic of a well-crafted email


Even tech giant Apple understands the importance of a well-crafted email series. Their AirPods Pro launch email is a masterclass in product presentation.

With stunning visuals and concise copy, Apple effectively communicates the product’s key features and benefits.

The strategic placement of CTAs throughout the email guides readers towards the purchase page, while the bulleted format and crisp images make the information easily digestible.

Key takeaways from the pros

  • Lead nurturing is key: Use tools like quizzes or surveys to gather data and personalize future communications.
  • Highlight your UVP: Clearly communicate what makes your product unique and valuable.
  • Strategic CTAs: Guide readers towards the desired action with well-placed and compelling calls to action.
  • Visual appeal: Use high-quality images and videos to showcase your product and capture attention.
  • Personalization: Make your emails feel like a conversation, not just a sales pitch.

These brands demonstrate that a well-thought-out email series, combined with engaging content and strategic CTAs, can make a significant impact on your product launch.

Icegram Express: Your secret weapon for product launch email domination

Ready to simplify your email marketing and launch your product like a pro? Say hello to Icegram Express, your trusty sidekick in the world of product launch emails.

This powerful yet user-friendly tool streamlines the entire process, from crafting beautiful emails to automating your campaigns and tracking your results.

Here’s how Icegram Express can be your ultimate product launch email ally:

  • Effortless email creation: Forget about wrestling with complicated HTML code. Icegram Express’s drag-and-drop editor lets you design stunning emails in minutes, even if you have zero design experience.
  • Automation that works for you: Set up automated email sequences to nurture your leads on autopilot. This means you can deliver the right message at the right time, even while you’re sleeping.
  • Segmentation for maximum impact: Divide your audience into segments based on their interests, behaviors, or demographics. This allows you to send highly targeted messages that resonate with each individual recipient.
  • A/B testing for optimization: Not sure which subject line or call to action will perform best? Icegram Express lets you test different variations to see what gets the most opens, clicks, and conversions.
  • Analytics to track your triumphs: Gain valuable insights into how your emails are performing. See open rates, click-through rates, and conversion rates at a glance, so you can make data-driven decisions to improve your campaigns over time.

With Icegram Express, you have all the tools you need to create and send a killer product launch email series that gets results.

Bonus tips for email awesomeness

Here are a few extra tips to ensure your product launch emails hit the mark:

  • Write compelling subject lines: Your subject line is the first (and sometimes only) impression you’ll make. Keep it short, sweet, and benefit-oriented.
  • Keep it concise: People are busy, so get to the point quickly. Focus on the most important information and use clear, concise language.
  • Use visuals: A picture is worth a thousand words, so use high-quality images or videos to showcase your product and make your emails more visually appealing.
  • Track and analyze: Don’t just send emails and forget about them. Use the data from Icegram Express to see what’s working and what’s not, so you can continually optimize your campaigns.

The takeaway: Launch with confidence

A well-crafted product launch email series is a game-changer for small businesses. It’s your chance to build anticipation, educate your audience, and drive sales for your new product.

Remember, it’s not about blasting out a single email – it’s about nurturing your leads throughout the entire launch process. With the strategies, templates, and tools we’ve shared, you’re well on your way to email marketing success.

Ready to launch your emails into the stratosphere? Get started with Icegram Express today and watch your leads (and sales) soar!


  1. How many emails should I include in my product launch series?
    There’s no magic number, but a typical product launch series consists of 3-4 emails. The key is to balance building anticipation and not overwhelming your subscribers. Start with the core three emails (Announcement, Teaser, Launch), and consider adding a fourth email as a reminder or follow-up if needed.
  2. When should I start sending my product launch email series?
    The timing depends on your specific product and audience. Generally, it’s a good idea to start the series a few weeks before your launch date to build excitement and anticipation. The Announcement email can go out 2-3 weeks before launch, the Teaser 1-2 weeks before, and the Launch email on the day of your launch.
  3. How can I personalize my product launch emails?
    Personalization can significantly improve your email engagement and conversion rates. Icegram Express makes it easy to personalize your emails by using merge tags to insert the recipient’s name, segmenting your list based on interests or demographics, and using dynamic content to tailor the message to each individual.
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