80% of recent merchandise fail as a result of (as a Harvard Enterprise Overview article explains):
“Corporations are so centered on designing and manufacturing new merchandise that they postpone the onerous work of on the point of market them till too late within the sport.”
Obscurity kills new merchandise.
Individuals join your emails as a result of they wish to know what’s coming subsequent. Meaning you need to ship them announcement emails when you’ve new merchandise, occasions, or modifications inside what you are promoting.
On this publish you’ll study:
- What an announcement e mail is and what you need to embrace in a single
- 20 examples of nice launch emails (with takeaways) to encourage your individual campaigns
- The best way to time an automatic product launch e mail sequence to create the correct of hype
50% of individuals make purchases due to a advertising emails each month. Launch campaigns create the very important publicity wanted in case your product is to succeed.
What’s an announcement e mail?
An announcement e mail is a advertising message despatched to inform folks about one thing new, up to date, or modified in what you are promoting. 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’ve a brand new services or products. One e 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 onerous. It might have taken months — and even years — to achieve this level. So it’s straightforward to imagine a buyer feels the identical method.
They don’t.
They care about their wants and wishes…and in case your product is the answer they’re searching for.
Your announcement e mail’s objective is to make a transparent promise – to indicate folks how your product will help them.
Listed below are 20 examples of launch announcement emails that present you the way to just do that.
20 examples of announcement emails
Present your product (Quip)
What this product announcement e mail does proper:
- Present, don’t inform. Quip does greater than introduce a restricted version product. It pushes our FOMO button onerous with a intelligent design to present us that this brush — like a melting popsicle in summer season — will likely be gone within the blink of a watch if we don’t act quick
- Animations will be minimal. The animated gif provides curiosity to a minimally designed e mail
- Use contrasting colours. The pink and aqua make the CTA button and brand pop on this restricted version e mail
2. Be genuine to your model (Warby Parker)
What this product announcement e mail does proper:
- Handmade = genuine. Individuals see inventory pictures as phony. The inventive artistry of this piano prop is according to the Warby Parker model.
- Coloration evokes emotion. Each colour tells a narrative. We’re hardwired to attach colours with particular moods, so think about what feeling you wish to get throughout when selecting colours.
- Collaborate. As model advertising marketing consultant 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. Provide a worth incentive when you’ll be able to (MAC Cosmetics)
What this product announcement e mail does proper:
- Borrow some influence. MAC Cosmetics sells inspiration as a lot as merchandise. Iris Apfel is an iconic determine within the vogue world together with her edgy appears to be like. Her direct gaze is an invite to get a few of that particular aptitude for ourselves.
- Use worth incentives. When you’ve a worth incentive like free delivery, be certain to incorporate it in your e mail copy.
4. Use analysis so as to add authority (Casper)
What this product announcement e mail does proper:
- Analysis creates authority. Casper believes that Fido deserves a very good evening’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 canines. We’re chuckling…at the same time as we click on that hyperlink.
- The awww issue. By no means underestimate the ability of a cute pet (or child, or glad smiling faces)
5. Stand for one thing (Fenty Magnificence)
What this product announcement e mail does proper:
- A message with influence. Am I courageous sufficient to indicate 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 desires to see themselves represented — particularly in a market like cosmetics.
6. Be a part of the dialog (Gather)
What this product announcement e mail does proper:
- Illustrate the intangible. Gather by WeTranser makes use of illustration on this current options replace e mail. You possibly can’t {photograph} a technical workflow, however you’ll be able to specific what your app does via visible storytelling.
- Know your viewers. Understanding 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 part of the chat already occurring 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 e mail does proper:
- Announce the surprising. Typically upcoming occasions are the product, like on this e mail that invitations us to observe the Gucci vogue 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 dangerous word-of-mouth…and misplaced future gross sales.
- Create anticipation. This design is one other killer instance of the way to create anticipation via curiosity. You don’t see a sew of clothes — however that animated countdown timer makes you excited to see the brand new vogue line.
8. Construct hype together with your copy (Rag & Bone)
What this product announcement e 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 e mail copy makes use of cinematic language to construct rigidity and inform us this isn’t simply any collaboration. That is an occasion.
- Use design to create a temper. Should you’re not reminded of your favourite Star Wars scenes by the retro-styled slideshow, I discover your lack of nostalgia disturbing.
9. Hold design decisions cohesive (Kidrobot)
What this product announcement e mail does proper:
- Hold it cohesive. Brick-and-mortar shops experience 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 deliver all of the boys to the yard. Signings, give-aways, and mini-events deliver clients to your yard.
- Showcase expertise. Individuals wish to know the story behind the objects they personal. That’s not simply a teal owl — it’s art work by Nathan Jurevicius.
10. Let folks think about (Converse)
What this product announcement e mail does proper:
- Monochrome isn’t boring. With a monochrome slideshow to showcase every colour, Converse makes this announcement e mail cease folks of their Chucks.
- Let folks use their creativeness. Though this launch e mail instance promotes a line of customizable sneakers, Converse selected to not present samples. You need to think about what shoe you’d design, which is one other approach to create anticipation.
11. Use legacy to construct belief (Lanna Espresso Co.)
What this product announcement e mail does proper:
- Construct belief via legacy. Individuals take their espresso significantly. So significantly that espresso decisions are seen as a character 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 via a buddy’s photograph album. Once you’re happy with your previous, let your viewers in on that journey.
- Describe what can’t be skilled. They’ve not invented a approach to style espresso blends via e mail but (somebody get on that), so Lanna makes use of a taste profile to take away a doable objection to creating a purchase order.
12. Reward your readers (Mike Birbiglia)
What this product announcement e mail does proper:
- Hold it conversational. Studying this e mail that landed in my inbox from comic Mike Birbiglia is like an previous buddy with some loopy (take a look at the topic line) excellent news to share with us
- Reward your readers. Mike nails one in every of e mail advertising’s finest practices — he rewards readers that open his e mail. How? He presents subscribers tickets for the bottom doable 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. Electronic mail isn’t any completely different.
13. Use simplicity so as to add confidence (Lord Jones)
What this product announcement e mail does proper:
- Simplicity = confidence. Lord Jones showcases their stunning packaging on this restricted version launch e mail. The simplicity of this design structure exhibits confidence of their product, and minimalism is linked to luxurious in lots of peoples’ minds.
- Connect with a life-style. The examples used for this product — hostess items and stylish dinner events — resolve an issue (what to deliver to the celebration). However they’re additionally aspirational. You wish to be the person who presents a deal with from these bins at your individual stylish feast.
14. Provide clients choices (Taco Bell)
What this product announcement e mail does proper:
- Intercourse doesn’t promote. It’s true. Nevertheless it can be fairly humorous. Taco Bell’s tagline “Put on nothing however a fried egg” is a successful approach to announce their new breakfast providing.
- Present your product at its finest. Everybody is aware of quick meals doesn’t appear like within the photos. However that doesn’t imply you shouldn’t go the additional mile to {photograph} the product as superbly as doable.
- Provide choices. Taco Bell provides you numerous methods to strive their new egg taco. They make it straightforward to pre-order with a number of app choices.
15. Use the PAS technique (Venmo)
What this product announcement e mail does proper:
- Drawback, Agitation, Resolution. Venmo comes at us with the traditional “PAS” (Drawback, Agitation, Resolution) advertising technique:
- Drawback — You might have cash caught in your Venmo stability
- Agitation — You possibly can purchase all these items with it
- Resolution — 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 shopper. Venmo covers the options of their card with relatable examples how each advantages you.
- Make your CTA straightforward. The intense animation of the “decide your colour” button is a frictionless call-to-action to get us to enroll
16. Rejoice milestones (Behance)
What this product announcement e mail does proper:
- Provide 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 massive their print run will likely be).
- Present a glimpse. The images of pattern pages is a delicate approach to set off curiosity: it makes you wish to web page via the ebook
- We like milestones. Celebrating your achievements is enjoyable for loyal clients, too. And other people prefer to personal the first of something.
17. Use your iconography (Hermès)
What this product announcement e mail does proper:
- Play together with your iconography. Hermès understands that patrons of high-end designer items are fiercely loyal. This e mail doesn’t must 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 finished merely
18. Hold the message easy (Everlane)
What this product announcement e 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. Should 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 ability 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 every of their puffers. Even when you don’t win, you’ll be able to strive one on…which will increase the prospect you’ll purchase.
19. Present the product getting used (Hoefler & Co.)
What this product announcement e 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. Should you’re proven alternative ways to make use of a product, you’re extra possible to purchase it.
- Embrace video. A “making of” video is a confirmed approach to interact your audience. Oh, and it could possibly enhance your conversion charges by 80%.
20. Benefit from curiosity (Tom Raffield)
What this product announcement e mail does proper:
- Ambiguity intrigues. This e mail from Tom Raffield, a luxurious house furnishings designer, is a play about curiosity in three acts. Act one: the pictures 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. Benefit from already-triggered curiosity and draw it out…to attract folks additional in.
The best way to use a product launch e mail sequence to construct pleasure
Individuals like anticipation.
One e mail blast shoving the product in somebody’s inbox received’t create a lot hype. A product launch e mail sequence that builds anticipation will get folks excited — and get you higher outcomes on launch day.
What’s a product launch e mail sequence?
A product launch e mail sequence is a sequence of time-based emails robotically despatched to folks in your e mail record.
For one of the best outcomes, you need to ship a sequence of three emails:
- The teaser e mail.
- The informational e mail.
- The stay launch e mail.
The teaser e mail
“There’s a distinction between a thriller and a query. Questions demand solutions, however a thriller calls for one thing extra beneficial — rationalization.” – Robert Cialdini
People are hardwired for curiosity.
The primary e 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 e mail announcement as flirting together with your viewers.
Your product introductory e mail will reply these three W’s:
- What. One thing new is coming/occurring/altering
- When. It’s going to occur on this particular date
- The place. That is the place and the way to 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 e mail from Vans in my mailbox.
What this product teaser e mail does proper:
- Clear launch dates. What is going to the sneakers appear like? No thought! However understanding what date I ought to placed on my calendar has me excited for the launch.
- Gives 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 must 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 e mail: Just a few days to per week upfront of your second announcement e mail is an efficient rule of thumb.
The informational e mail
“Our jobs as entrepreneurs are to know how the shopper desires 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 will likely 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 e mail:
- What’s your product? Readability is a very powerful side of your worth proposition. Add clear product pictures. Concisely record your options. Tackle doable 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 downside.
- When will your product be accessible? Though it was included in your teaser, announce your product launch launch once more. Listing the date, time, and time zone. Depart nothing as much as probability.
- Are you providing an incentive? Will there be free delivery, a reduction, or exclusivity for the Early Birds? Embrace that data.
- 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 count on.
What this product launch e 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 e mail
- Marie Kondo your merchandise. Am I a Hunky Dory individual, or am I feeling a bit extra Black Star? Which sneakers “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 strains you wish to purchase.
When to ship this e mail: Ship the second e mail in your sequence one – two weeks out out of your official launch.
The stay launch e mail
“The hot button is, it doesn’t matter what story you inform, make your purchaser the hero.” – Chris Brogan
This final e mail in your drip sequence is a call-to-action saying the merchandise is now accessible for buy.
Individuals have awful reminiscences. I’ve forgotten my work lunch on the counter proper subsequent to my keys. Even your most engaged clients can develop into distracted and overlook when your merchandise is out there. This e mail is their reminder.
The small print in your ultimate launch e 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 accessible
- 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 possible to purchase as a result of loss aversion.
- Let others promote. Embrace social media buttons within the launch e 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 e mail: Ship this announcement e mail when your product is stay and accessible for buy.
ActiveCampaign makes your automated product launch e mail sequence straightforward
The window of time it’s a must to launch a brand new product is fleeting. Obscurity is endlessly.
It’s straightforward with ActiveCampaign to automate profitable product announcement emails to profit from that point to place you firmly within the highlight.
So with apologies to David Bowie’s “Starman,” bear in mind this tune:
There’s an individual ready simply to purchase
They’d like to return and meet us
So we higher blow their minds
There’s an individual ready simply to purchase
We’ve advised ‘em, obtained to personal it
Trigger we’ve proven it’s all worthwhile
Arrange your individual product launch e mail sequence with our automation recipe you may get right here, or with these e mail templates.
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•A limited-edition launch
•A pre-order alternative
•A particular occasion”
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