Crafting a product launch email that encourages opens, clicks, and sales is easy when you have a few good examples to inspire you.
But what makes a good email for a product launch?
The best product launch emails use engaging subject lines, compelling messaging, eye-catching visuals, strong CTAs, personalization, and fear of missing out (FOMO) to pique interest and encourage action.
For instance, you could add emojis to your subject line to stand out in inboxes, integrate a countdown timer in your email for pre-orders, and change your messaging for different customers based on past shopping behavior.
Join us below to discover 10 product launch email examples you can use to enhance engagement and sales.
Craft compelling product launch emails that drive sales with Omnisend’s powerful tools
The new product launch email campaign from allergen-friendly snack company Partake Foods uses several email subject line best practices.
The big one here is emojis, which can encourage open rates and engagement by making messages stand out in crowded inboxes while conveying a friendly, approachable brand personality that resonates with recipients.
The second element this product launch email gets right is the number of words in the subject line. The sweet spot for boosting open rate is between 5 and 7.
A pleasing color palette and a clear value proposition combine to generate excitement about the new product.
The most interesting element, of course, in this product introduction email, is animation. Apart from adding an extra layer of visual interest, animation can help strengthen brand identity and boost brand recall. This is why 51.28% of marketers use animated GIFs in marketing emails.
There are different ways to use animation in emails, from showcasing how the product works to highlighting the key message in the email.
Here, Partake Foods has used animation in the background to match the new product’s name (“soft baked birthday cake”), emphasizing the celebratory mood.
What this product launch email does right
A short and crisp subject line that draws attention
Enticing visuals
A very clear value proposition
A well-placed emoji that adds levity and personality to the message
If you are looking to give your loyal customers details of your upcoming products, take a close look at this new product announcement email from Amundsen Sports, an outdoor clothing brand.
The short and simple subject line and the emoji tell readers what to expect and why they should open the email.
Our research of the best Black Friday email subject lines revealed that emails with to-the-point and short subject lines are the highest-converting ones.
When opened, Amundsen’s email tells readers exactly what they need to know before adding the products to their wish list. The clean design and use of minimal text make this email feel elegantly understated while still managing to pack in all the essential details about the new product.
Like other product release emails in this list, Amundsen Sports’s email makes good use of visual hierarchy to get the message across effectively. In addition to the copy, the layout, design, and even colors you use can make a big difference in how your message is received by recipients.
While the visuals guide recipients through, the headings and subheadings break up your content and make it easier to scan.
What this product launch email does right
A clean, clutter-free design that draws attention to the product collection
Clear information on what the upcoming products are, why readers need them, and how to buy them
Timely and visually captivating, this product teaser email campaign from Holo Taco, a brand that makes holographic nail polish, is all about drawing attention to its new magnetic nail polish collection.
Holo Taco’s emails are always packed with energy and excitement, and their most recent one for the magnetic nail polish is no different. The use of bold colors and dynamic imagery in the email really makes it email pop, and it’s sure to get recipients excited about the new product.
The subject line has all the elements that can pique the readers’ curiosity, from power words such as “prepare” and “attracted” to creating a sense of urgency with “tomorrow.”
Incorporating emojis in your emails should be done thoughtfully. While there are strict guidelines on their ideal quantity, ensuring emojis align with your message and branding is vital to building trust in your brand.
For instance, Holo Taco’s subject line has two magnets to hint at the product’s purpose and create a sense of urgency by using red.
To get the balance of emojis right, it is important to know your target audience. Using emojis in email subject lines can save space, convey emotion, and make your messages stand out.
Another thing this product launch email from Holo Taco gets right is the timing — just before the holiday season to promote the giftable collection.
If you’re looking to send a product launch email for the holiday season, you’ll want to send it out at the right time — not too early (people will forget) and not too late (you don’t want to miss the hype).
What this product launch email does right
Starts the subject line with an action word that entices readers
A brief but compelling message that gives recipients just enough information to whet their appetite without giving too much away
Nice use of emojis in the subject line and email in line with the brand communication style
Subject line: NEW: Tone detection has arrived 🤔 🤩 👍
Type: Product feature announcement
Creating an effective product launch email is all about achieving the perfect combination of an engaging subject line, valuable content, and visuals that support the text.
This is exactly what this product launch email from Grammarly, a well-known proofreading platform, does when announcing the new AI-based tone detector. The product launch email does two things well:
It addresses the readers’ pain point (understanding how their email comes across to readers).
Makes use of animation to show how the tone detector works.
As you can see, the email draws attention to key information using animation, ensuring it stands out in recipients’ inboxes. This technique helps convey the message quickly, making it easier for readers to understand and act on your message.
While using animated GIFs, note that larger GIFs are poorly optimized for certain devices.
To avoid loading issues, you’ll need to ensure the file size is less than 250 KB.
What this product launch email does right
Use of animation to hook readers and demonstrate how the product works
Concise yet informative text
A clear CTA that highlights the value of the product rather than forcing readers to “sign up” or “purchase”
Let’s look at all the elements that Huckberry’s product launch email aces.
When it comes to a limited-edition product launch email, it’s important to create a sense of urgency. In our research, we have found that better-performing email subject lines have scarcity and time references such as “now,” “while they last,” “until midnight,” and “today.”
You will also need to highlight the unique features of the collection, like exclusive designs or limited quantities, to tap into your audience’s the fear of missing out (FOMO).
Huckberry’s email subject line does this well by simply stating, “Limited edition product collection launch.”
One of the best practices to make your email stand out is to use eye-catching visuals like images or videos. When it comes to capturing attention and showcasing product features, video email marketing is particularly effective.
While this product launch only uses images, the visual effect it achieves is certainly one of its strongest points.
The email stands out with its high-quality product photographs and clever layout. It uses varied font sizes, colors, and image sizes to guide the reader’s eye through the content and highlight important information.
A simple, direct call to action clearly explains how to purchase the collection. The introductory paragraph cleverly compares the Huckberry and Taylor Stitch collaboration to the famous NFL duo Montana and Rice, appealing to both fashion enthusiasts and sports fans.
You can replicate the format by combining a brief description with a list of products to create an engaging and easy-to-navigate design.
What this collection launch email does right
Taps into the shared knowledge of sports and film icons to connect with the target audience
Pairs with a well-known brand (Taylor Stitch) to boost credibility and appeal
Creates urgency by emphasizing the limited-edition nature of the collection
Presents multiple products, increasing the chances of capturing customer interest
Uses high-quality product images to showcase the items in their best light
Learn more about creating a winning product line for ecommerce.
6. Meow Meow Tweet
Subject line: When we say “all over”… 😉
Type: Product launch
Meow Meow Tweet, a Brooklyn-based company, makes all-natural, vegan, and cruelty-free skincare products. Their product launch email for “Aloe Rose Lotion” ranks among the best skincare email examples.
It starts off with a cheeky subject line, follows it up with neatly organized text that draws your attention to the most important features of the new product and ends with a clear CTA.
When it comes to email marketing, a funny and witty subject line can be your best friend. Not only will it help you stand out in a crowded inbox, but it can also help encourage your recipients to actually open and read your message.
Of course, not all email subject lines need to be funny. But if you’ve got a humorous message to share with your subscribers, why not go for it?
A little bit of humor can go a long way toward making your emails more engaging and memorable.
So, what makes a good funny or witty email subject line?
Your subject line should be related to the content of your email in some way. Otherwise, your recipients may feel misled or even annoyed. Be creative with your wordplay, and don’t be afraid to experiment. After all, part of the fun of a funny subject line is seeing how far you can push the envelope.
What this product launch email does right
Piques interest with a cheeky subject line ( “when we say “all over”… ?”)
The limited color palette and uncluttered design optimize readability
Well-written copy that ties the benefits of the product to the company’s values
Subject line: 🚀 IT’S LIVE! Meet the New Gather Collection
Type: Pre-order email
Ugmonk’s Gather collection is all about bringing a method to the typical madness that happens when you work.
To promote their new magnetic desk organizer collection, Ugmonk has developed a pre-order email that leverages minimal design and concise, personalized copy that speaks to the reader directly.
The other elements that make this a good pre-order email example are a clean image and a strong CTA that allow the email to achieve what it set out to do.
Ugmonk’s product launch email also uses one power word in the subject line and two in the headline.
Power words are persuasive words proven to be effective in influencing people. They increase open rates and include “introducing,” “new,” “update,” and “verified.” For best results, use power words sparingly. They’re effective because they stand out from the rest of the content, so if you use power words too often, they will lose their impact.
Be sure to use them in the subject line, which is the first thing your readers will see, as well as throughout the email. Finally, test different words, as not all power words will work for all audiences. A/B testing your emails will help you see which ones resonate best with your target groups.
What this product email does right
Feels like a personal letter
Clean visual imagery that instantly shows the benefits of using the product
Use of bold text to highlight the compelling reasons to pre-order the product
Seals the deal with a personal thank you note and the heart emoji
Subject line: VIP ACCESS 🌑 Weekend in ECLIPSE BLACK 🌑
Type: Product launch
Vessi, a footwear brand, puts a creative spin on its product launch emails. Their message sounds like a VIP invitation, especially the subject line and headline that immediately grab your attention. The first paragraph reaffirms the headline, “You heard it first!”
Sounds exclusive, right?
The copy maintains the fun and upbeat vibes while creating excitement and urgency around the new product.
Starting an email with a pronoun (you or we) is a great way to personalize the email message, too. These pronouns signal recognition and relationships between the parties involved.
Personalization can help increase click-through rates, conversion rates, and ROI of email campaigns. This is the process of tailoring your email content and subject lines to match the interests and needs of your individual subscribers.
But how do you get started?
The first step in creating a personalized email campaign is to segment your email list. You can segment your list with a variety of criteria, including location, age, gender, interests, and even purchase history.
Once you’ve segmented your list, it’s time to create targeted content that speaks to the needs of each group.
What this product launch email does right
Creates the feeling of exclusivity
Generates a sense of urgency
Provides all the necessary info (timeline, the new products, the discount code, and the link to the offer) in a concise way
Uses an action word (“unlock”) in the CTA button to encourage readers to, well, take action
Leverage Omnisend’s segmentation tool to send personalized product launch emails.
9. Allbirds
Subject line: New Color Alert: Limited Edition Trail Runner
Type: Product launch
One of the formulas that works well when it comes to product launch email design is to go light on the text and heavy on the visuals. This email from Allbirds is based on this winning formula.
The subject line is straightforward, but when you open the email, you are treated to a stunning image, followed by a concise copy that talks about the product and who it is for. A couple of CTAs, then more product images, and a clear description of the features follow.
You’ll also notice the way the CTA buttons have been placed in this product launch email.
It follows the best practice for email marketing, placing the primary CTAs at the top of the email. This is the most visible spot, so people are more likely to see them here. Allbirds has also used a different, contrasting color in the CTA button to ensure it catches people’s attention as soon as they open the email.
While following these practices, be sure to place the CTA on its own line to stand out from the rest of the text in your email for maximum impact.
For email campaigns with one CTA, it is important to place it according to the logical progression of your message. Typically, people read text from the left to right and top to bottom of an email.
This means placing CTA buttons on the top, bottom, or right side of your content will make sense.
Also, don’t assume the recipients will only click on the CTA button. Most people will click on different email elements, including the images, logo, or headlines. Adding the same CTA link to these elements is a clever way of driving traffic to your site.
What this product launch email does right
A stunning image at the top and messaging immediately grab the attention of target groups — those who love the outdoors
Creates a sense of urgency with the use of “very limited edition”
Lists the top features of the product with minimal text
Multiple CTAs throughout the email that are relevant and well-placed
Brilliant product photography to highlight features such as “shroomy detail”
10. Chubbies
Subject line: Soft Snorts
Type: Product feature announcement
Chubbies always brings a touch of fun and whimsy to its product launch emails, and its email for the new soft lounge shorts is no exception. The use of playful graphics and tongue-in-cheek copy makes this email a joy to read, and it’s sure to put a smile on recipients’ faces.
There’s so much to love about this product launch email from Chubbies. Loads of colorful images that exude the beach vibe, playful tone, and creative ways to say “shop” are some of them.
What also works well here is using the first person to make the email look like a personal note from Ashley Spencer, the Director of Marketing at Chubbies.
Notice how Chubbies uses fun images to depict how relaxing and comfortable their soft shorts are?
What this product launch email does right
Playful, engaging copy that speaks the language of the target customers
Lots of colorful, quirky images that showcase how comfortable the lounge shorts are
Product launch emails are a key part of any product launch campaign. Depending on your marketing goal, you can use them to announce a new product or feature, encourage pre-orders, or generate pre-launch buzz.
Most importantly, product launch emails provide all the details the prospects need to make a purchase.
Here are the different types of product launch emails that you can use as a part of your campaign, each with its own benefits:
Product release emails: These emails are used to share news about new products or a new version of an existing product
Collection launch emails: You can use collection launch emails to showcase your new product line or collection
Pre-order emails: This type of email is sent out before or during a product launch to generate interest and encourage customers to place orders in advance
Product edition launch emails: Marketers use these emails to announce a limited edition of products and build anticipation around them
Product feature announcements: These types of emails are used to announce new features of a product
Try Omnisend subject line tester and boost your open rates and conversions
Crafting compelling product launch emails requires a strategic approach to captivate your audience and drive engagement.
“Reflect on past product launches; they’re a goldmine of insights. Analyze feedback, learn from mistakes, and celebrate wins.
At Omnisend, we know the value of leveraging historical data to refine strategies. Each launch is a chance to enhance, ensuring future success through continuous improvement.”
– Rytis Lauris, CEO & Co-founder of Omnisend
Here are key tips to ensure your emails resonate effectively:
Segment your list and personalize the messaging
Avoid blasting every subscriber with general product launch emails. Instead, tailor personalized and relevant messages for the segments most likely to buy. Let past purchases or activities guide you.
Craft simple but compelling subject lines
Invest time in drafting a catchy subject line that piques curiosity. It should entice your subscribers to learn more about what you have to offer.
You want to avoid using generic or vague phrases like, “We have something new for you.” Instead, be specific and use benefit-oriented language.
Create a sense of urgency
Include time-sensitive offers or exclusive deals to instill a sense of urgency. Clearly communicate the limited-time nature of your product launch promotions to prompt quicker action from your audience.
Use persuasive visuals and scannable content
High-quality images and videos can help create an impactful, positive first impression. Use appealing visuals that load efficiently to showcase your product’s features.
Also, make your email easy to read using bullet points, short paragraphs, and subheadings.
Include a clear call to action
Have a clear and compelling CTA telling readers what to do next. Ideally, you want to direct recipients to your product page. Ensure your CTA is visible, actionable, and urgent.
Test and refine
A/B tests different elements of your email, including subject lines, visuals, or CTAs. Analyze the data to continually refine your approach to product launch emails. Also, send test emails to confirm your message looks good across different devices.
“Easy to use tool, great customer support. My product-based business has really embraced email marketing, and the ease of using Omnisend is a big part of that. Any time I’ve had a question, the team is very responsive and provides high-quality support.”
Willow Ship, a Shopify App Store review
Summary
The most effective product launch emails have catchy subject lines, immediately deliver information, and engage with compelling visuals. They maintain a concise, engaging format throughout, culminating in a CTA that makes it clear how to act.
You can create emails like that with these steps:
Start with a compelling subject line that grabs attention and communicates the new product’s value and uniqueness
Personalize the email to make it more engaging and relevant to your audience
Use FOMO with countdowns to encourage action
Keep the product description concise, highlighting key features and benefits
Use visuals like images or videos to showcase your product in action
Include social proof such as testimonials or endorsements to build credibility
Craft a CTA that encourages recipients to take the next step
Consider a sequence of emails to build anticipation before and after the launch
Measure your campaign’s performance to improve future launches
Above all, don’t forget to segment your audience to send tailored product launch emails for maximum impact. You can use our responsive email templates and audience segmentation features to create impactful product launch emails.
Perfect your product launches, limited-offer sales, abandoned carts & much more
Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.
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