Product launch emails capture the momentum that single announcements miss. Build anticipation for pre-orders, secure early sales from eager buyers, and spread awareness to hesitant shoppers — all before your general release.
Your new product emails should be part of a series that triggers for your customers based on their engagement and segment activity. For instance, your VIPs get early access, browsers see teasers, and past customers receive personalized recommendations.
Join us below to discover five templates that turn product launches into revenue-generating campaigns, plus 10 product launch email examples that work brilliantly.
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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
5 product launch email templates you can steal
You could send a single product launch email, or create a series that builds excitement and captures sales at every stage — from early teasers that spark curiosity to pre-orders and offers for your most eager fans.
Here are some new product email templates you can use:
1. “Coming soon” product teaser template
Subject: Something big drops next week
Hey (Name),
You know that (problem) everyone keeps complaining about? We finally cracked it
Can’t spill all the details yet, but here’s what we can share:
It solves (major pain point)
Took us (timeframe) to perfect
Only (quantity) available at launch
Want early access? Hit reply and tell us why you need this first. We’re choosing (number) lucky customers to get it 24 hours before everyone else.
Mark your calendar: (Launch date)
(Your name) P.S. Trust us, your (relevant body part/life area) will thank you.
Copy text
2. “Pre-order” announcement email
Subject: You asked, we delivered — pre-orders open NOW
(Name),
That thing we’ve been teasing? Pre-orders just opened.
Quick stats that matter:
First 100 orders save 30%
Ships (date)
(Number) already claimed in the last hour
Fair warning — our last launch sold out in 3 days. This one’s moving faster.
(CTA: Claim yours before they’re gone)
Why pre-order? Skip the waitlist, lock in launch pricing, and get exclusive (bonus/add-on) we’re only including for early supporters.
Questions? Our team is standing by at (support email).
(Your name)
Copy text
3. New product launch email template
Subject: It’s here! (Product name) is officially live
What’s up (Name)!
No more waiting. (Product name) just went live, and the first orders are already rolling in.
Here’s why (number) customers pre-ordered: (Key benefit 1 with specific result) (Key benefit 2 with result) (Key benefit 3 with result)
Real talk — we made (quantity) for this first run. When they’re gone, the next batch won’t arrive until (timeframe).
(CTA: See what the hype’s about)
One customer already messaged us: “(Actual customer quote about excitement/need)”
Quick math lesson: Regular price: $(amount) Launch week price: $(amount) Your savings: $(amount) Time left: 47 hours, 23 minutes
But honestly? The price isn’t why people are buying. Check out what early customers are saying:
“(Customer testimonial focusing on result)” “(Another testimonial about unexpected benefit)”
(CTA: Get launch pricing now)
After Sunday night, we go back to full price. No extensions, no exceptions.
Still deciding? Reply with your biggest question and I’ll answer personally.
(Your name)
5. New features announcement email
Subject: Your (product) just got a serious upgrade
Hey (Name),
Remember those features you requested? Check your account — they’re live.
What’s new:
(Feature 1)
(Feature 2)
(Feature 3)
The best part? Everything’s already in your dashboard. No extra setup, no additional cost.
(CTA: Try the new features)
Quick tip: Start with (feature) — most customers see results within (timeframe).
Got feedback? Hit reply. We built these features because you asked, so tell us what you think.
(Your name) (Title)
10 product launch email examples that nailed it
What do high-converting product launch emails look like? For starters, their branding matches the sender and builds anticipation without revealing everything. They create urgency, showcase benefits clearly, and make the next steps easy.
Check out these 10 product launch message examples to inspire your own:
Aura Bora takes the mystery approach with this pre-launch teaser. The email announces a new beverage while keeping details intentionally vague — “like nothing you’ve ever seen before” promises innovation without revealing what’s coming.
The blurred product image shows just enough to confirm it’s a canned drink while maintaining secrecy.
What we love about this email
The headline sets expectations right away. Limited supply gets mentioned without begging — just a simple “supply is very limited” nestled in the copy. One blurred image and one CTA button carry the entire message.
No product specs, no pricing, no launch date. The email’s restraint turns curiosity into action, pushing readers to click “get notified” just to learn more.
2. SKIMS builds hype with a seasonal shop launch teaser
Image via Really Good Emails
Subject line: Launching Soon: The SKIMS Valentine’s Shop
SKIMS drops its Valentine’s Shop announcement when shoppers start thinking about February 14. Rosé for SKIMS takes center stage — a limited collaboration hitting stores January 23.
Heart-shaped balloons and pink packaging dominate the visuals, making the Valentine’s theme launch email impossible to miss.
What we love about this email
Multiple CTAs keep readers engaged without feeling repetitive — “Preview the Shop,” “Download the App,” each serving different customer preferences.
The countdown timer adds real urgency to the 9 AM launch time. Showing product shots (prints and collections) gives concrete reasons to shop while maintaining some mystery. The app download push is smart, knowing mobile shoppers convert better during limited drops.
3. Wunderground announces a new product drop with playful energy
Image via Really Good Emails
Subject line: 📢 Breaking News: 💪 Power Up Your Drink with Brain Wash
Wunderground Coffee launches Brain Wash Super Booster with a question that stops scrollers — “Want to Give Your Brain a Bath?”
The email introduces its adaptogenic mushroom powder while keeping the tone light and conversational. There are no scientific lectures here, just a fun product name and benefits.
What we love about this email
The copy creates a memorable rhythm by repeating “good reason” twice, making the benefit stick. A subscriber-exclusive 20% discount rewards the email list without overshadowing the launch announcement.
The single product hero shot against a wood backdrop keeps everything focused. One clear CTA button encourages action, and the playful subject line emoji combo (megaphone + muscle) hints at the energy promise inside.
4. Methodical Coffee introduces a premium tea with elegant storytelling
Image via Really Good Emails
Subject line: 🍵 Introducing Our New Japanese Tea!
Methodical Coffee expands beyond coffee with Sencha, Sakamoto Koshun — a Japanese green tea. Its email reads like a tea ceremony invitation, detailing the tea’s umami character, floral notes, and harvest origins.
Every detail gets attention, from the 500-meter altitude growing conditions to the Koshun cultivar’s aromatic profile.
What we love about this email
Storytelling turns this product launch into an education. Instead of just listing features, it paints a picture — misty Harumo-cho hills, rare cultivars, natural complexity.
The wholesale/retail split shows it’s targeting both B2B and B2C audiences with one message, and including “Shop By Category” with coffee and tea options reinforces the brand’s expansion.
5. Hiya relaunches a product with an improved formula
Image via Really Good Emails
Subject line: We’d love for you to give us a try…
Hiya addresses customer feedback head-on with its reformulated children’s vitamins. The email leads with three promises — better taste, better ingredients, 50% off — making the value proposition clear.
“Reformulated with love for even the pickiest eaters” acknowledges past issues while positioning the new version as the solution.
What we love about this email
The headline hierarchy guides readers perfectly — benefit, benefit, discount. Yellow backgrounds with scattered vitamin illustrations keep the kid-friendly vibe without being childish.
Multiple CTAs (“Try Our Improved Flavor” and “Get 50% Off”) give options without overwhelming. The “Questions?” section with direct contact options shows confidence in the new formula.
6. ARMRA builds intrigue with a countdown teaser
Image via Really Good Emails
Subject line: Summer Pleasures Incoming
ARMRA Colostrum drops a countdown timer front and center — 13 days, 14 hours, 12 minutes, 59 seconds until its mystery flavor launches.
“A New Season of Flavor Begins” promises something fresh for summer. The hint section drops clues — “velvet skin, heart of stone, sweet, succulent, flavor unknown” — turning the announcement into a guessing game.
What we love about this email
The countdown creates real-time urgency that updates with each view. Poetic product hints engage readers without revealing the answer, making them think rather than just read.
The SMS signup incentive (“unlock early access”) captures phone numbers while the mystery is hottest. Warm gradient backgrounds evoke summer feelings without showing the product.
7. Bubble backs its new lip balm with rave reviews
Image via Really Good Emails
Subject line: BUBBLE MAKES LIP BALM NOW!!!
Bubble launches its Tell All Juicy Secret Berry Lip Balm with customer testimonials doing the heavy lifting. Speech bubbles showcase reactions — “yummy berry flavor,” “hydrates & softens lips,” “comes with keychains!”
The email also introduces customizable Bubble Charms, turning a simple lip balm into a collectible accessory with options like “the 2-pack” or “all 5 charms.”
What we love about this email
Social proof dominates the design with 99% and 98% satisfaction rates displayed prominently. The speech bubble format makes reviews feel like friend recommendations rather than marketing copy.
Multiple product angles get covered — the balm itself, charm accessories, and Ulta availability — giving different reasons to buy. Pink backgrounds and playful fonts match Gen Z aesthetics without trying too hard.
8. Grind and Hello Kitty team up for a limited edition launch
Image via Really Good Emails
Subject line: BUBBLE MAKES LIP BALM NOW!!!
Grind Coffee announces its Hello Kitty collaboration with perfect brand alignment — “The world’s most beloved icon meets… The world’s most beloved coffee brand.”
The playful parenthetical “(Ok, we can’t verify that, but there are people that like us and think we’re cute.)” keeps the tone light while showcasing pink-and-red Hello Kitty-branded tins, cups, and coffee accessories.
What we love about this email
“Paint the town pink” as a section header perfectly captures the collaboration’s vibe. Product shots show the collection — not just coffee tins but matching cups and merchandise — encouraging bigger basket sizes.
The self-aware humor prevents the cuteness overload from feeling too saccharine. Two simple CTAs (“Shop the collab” and “Shop Now”) guide readers without cluttering the pastel aesthetic.
9. Danner introduces a camp-ready collection built for comfort
Image via Really Good Emails
Subject line: ⛺ Our New Camp Collection ⛺
Danner positions its Camp Collection where “RUGGED meets RELAXATION,” targeting outdoor enthusiasts who want durability without sacrificing comfort.
The email showcases Shelter Cove Slide footwear and casual apparel designed for campsite life. Product highlights include trucker hats, slip-on shoes, camo sweatshirts, and graphic tees — everything needed for fireside hangouts rather than summit attempts.
What we love about this email
The lifestyle photography sells the vibe perfectly — two people relaxing on a cabin deck captures the collection’s casual nature. “SET UP CAMP” as the main header plays on camping terminology while introducing the product line.
Grid layouts displaying nine products give a comprehensive collection overview without overwhelming. The tent emoji in the subject line immediately signals outdoor content to the right audience.
10. Austin Eastciders relaunches fan-favorite peach seltzer in six-packs
Image via Really Good Emails
Subject line: You Asked For It, You Got It… 🍑
Austin Eastciders brings back its Peach Spiked Seltzer in a new 6-pack format after customer demand. “RIPE FOR DRINKIN'” headlines the announcement with Texas pride.
Its messaging celebrates the return with practical details — 100 calories, made with cider, not fruit, and available online without venturing out.
What we love about this email
“YOU ASKED, WE DELIVERED” immediately credits customers for the relaunch, making them feel heard. Three clear benefit points explain why this matters: 6-packs for sharing, only 100 calories, and sold online.
The cocktail recipe section adds value beyond just selling the product, showing how to mix Peach Bourbon Lemonade. Lifestyle photos at the bottom reinforce the Texas angle without overselling.
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.
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.
Success story
German agency Invisible Brands generated €370,000 for a streetwear client in just 10 minutes using TikTok lead generation and limited drop email campaigns. The strategy combined social media ads, automated early access codes, and FOMO-driven messaging to achieve 57% open rates.
The best product launches are orchestrated campaigns — not single emails — that guide customers from curiosity to purchase.
Start building buzz weeks before launch with teasers. Open pre-orders for your VIP segment first. Hit everyone with the main announcement, then follow non-buyers with limited-time offers.
Each touchpoint serves customers at different stages. Early adopters and loyalists jump on pre-orders. Cautious buyers need social proof from launch day reviews. Procrastinators respond to deadline-driven discounts.
Omnisend’s automation flows turn complex launch campaigns into set-and-forget sequences. Build your series once — teasers, pre-orders, announcements, follow-ups — then behavioral triggers send each message when customers are most ready to buy.
Build product launch emails that convert and increase sales with Omnisend
Lead with the problem you’re solving. Show the product in action, state the price clearly, and tell people how to buy. Skip the corporate speak and feature lists nobody reads.
How many emails should I send during a product launch?
Build a sequence of three to five emails over two weeks. Each serves a purpose — creating buzz, opening sales, reminding procrastinators, pushing fence-sitters. One announcement email leaves money on the table.
What is the best time to send a product launch email?
Omnisend data shows 8 PM achieves the highest open rates at 59%, while 5–6 PM captures peak clicks when people finish work. Test your list, but avoid Monday mornings and late-night sends to prevent annoyance and fatigue.
Should I segment my audience for launch emails?
Absolutely. Past customers want different information from window shoppers. VIPs expect early access. New subscribers need more context. Same product, different angles based on who’s reading and their history with you.
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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