80% of latest merchandise fail as a result of (as a Harvard Enterprise Overview article explains):
“Firms are so targeted on designing and manufacturing new merchandise that they postpone the onerous work of on the brink of market them till too late within the sport.”
Obscurity kills new merchandise.
Folks join your emails as a result of they need to know what’s coming subsequent. Meaning you must ship them announcement emails when you have got new merchandise, occasions, or adjustments inside your corporation.
On this put up you’ll study:
- What an announcement electronic mail is and what you must embrace in a single
- 20 examples of nice launch emails (with takeaways) to encourage your personal campaigns
- The best way to time an automatic product launch electronic mail sequence to create the proper 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 electronic mail?
An announcement electronic mail is a advertising message despatched to inform individuals about one thing new, up to date, or modified in your corporation. 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 individuals know you have got a brand new services or products. One electronic mail blast received’t make the gross sales pile up.
Yeah, maintain dreaming. If solely.
You’re already bought in your product. You’ve labored onerous. It might have taken months — and even years — to succeed in this level. So it’s straightforward to imagine a buyer feels the identical manner.
They don’t.
They care about their wants and needs…and in case your product is the answer they’re in search of.
Your announcement electronic mail’s function is to make a transparent promise – to indicate individuals how your product may also help them.
Listed here are 20 examples of launch announcement emails that present you learn how to just do that.
20 examples of announcement emails
Present your product (Quip)
What this product announcement electronic 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 time — can be gone within the blink of an eye fixed if we don’t act quick
- Animations might be minimal. The animated gif provides curiosity to a minimally designed electronic mail
- Use contrasting colours. The pink and aqua make the CTA button and emblem pop on this restricted version electronic mail
2. Be genuine to your model (Warby Parker)
What this product announcement electronic mail does proper:
- Handmade = genuine. Folks see inventory pictures as phony. The inventive artistry of this piano prop is in keeping with the Warby Parker model.
- Shade evokes emotion. Each colour tells a narrative. We’re hardwired to attach colours with particular moods, so contemplate what feeling you need to get throughout when selecting colours.
- Collaborate. As model advertising guide Mike Berry says about collaborations, “there are large advantages to be gained, together with sharing buyer bases, cross promoting, including curiosity utilizing the opposite model.”
3. Provide a price incentive when you’ll be able to (MAC Cosmetics)
What this product announcement electronic 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. Her direct gaze is an invite to get a few of that particular aptitude for ourselves.
- Use worth incentives. When you have got a price incentive like free delivery, make sure that to incorporate it in your electronic mail copy.
4. Use analysis so as to add authority (Casper)
What this product announcement electronic mail does proper:
- Analysis creates authority. Casper believes that Fido deserves an excellent night time’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…whilst we click on that hyperlink.
- The awww issue. By no means underestimate the facility of a cute pet (or child, or joyful smiling faces)
5. Stand for one thing (Fenty Magnificence)
What this product announcement electronic mail does proper:
- A message with influence. Am I courageous sufficient to indicate up uninvited to a celebration? Fenty Magnificence makes me imagine 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 (Accumulate)
What this product announcement electronic mail does proper:
- Illustrate the intangible. Accumulate by WeTranser makes use of illustration on this latest options replace electronic mail. You possibly can’t {photograph} a technical workflow, however you’ll be able to categorical what your app does via visible storytelling.
- Know your viewers. Figuring out what their viewers wanted from their app (and why) wasn’t a fortunate shot at midnight. Nice copy comes from nice advertising analysis.
- Be a part of the dialog. Conversational copy ought to be part of the chat already taking place in your buyer’s thoughts. And everybody likes a praise. I do have nice style, thanks for noticing.
7. Don’t make prospects guess (Gucci)
What this product announcement electronic mail does proper:
- Announce the sudden. Generally upcoming occasions are the product, like on this electronic mail that invitations us to look at 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. Most likely on social media the place you threat dangerous word-of-mouth…and misplaced future gross sales.
- Create anticipation. This design is one other killer instance of learn how 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 along with your copy (Rag & Bone)
What this product announcement electronic mail does proper:
- Attain out to new prospects. Rag & Bone collaborates with a confirmed fandom and hardcore followers to bump up gross sales.
- Construct the hype. The teaser electronic mail copy makes use of cinematic language to construct stress and inform us this isn’t simply any collaboration. That is an occasion.
- Use design to create a temper. In the event you’re not reminded of your favourite Star Wars scenes by the retro-styled slideshow, I discover your lack of nostalgia disturbing.
9. Preserve design selections cohesive (Kidrobot)
What this product announcement electronic mail does proper:
- Preserve it cohesive. Brick-and-mortar shops trip the announcement marketing campaign prepare, too. Kidrobot introduces this art-toy owl with a wonderfully matched design that’s as cohesive because it’s cute.
- Host occasions. Milkshakes convey all of the boys to the yard. Signings, give-aways, and mini-events convey prospects to your yard.
- Showcase expertise. Folks need to know the story behind the objects they personal. That’s not simply a teal owl — it’s paintings by Nathan Jurevicius.
10. Let individuals think about (Converse)
What this product announcement electronic mail does proper:
- Monochrome isn’t boring. With a monochrome slideshow to showcase every colour, Converse makes this announcement electronic mail cease individuals of their Chucks.
- Let individuals use their creativeness. Though this launch electronic 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 option to create anticipation.
11. Use legacy to construct belief (Lanna Espresso Co.)
What this product announcement electronic mail does proper:
- Construct belief via legacy. Folks take their espresso critically. So critically that espresso selections are seen as a persona 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 photographs really feel such as you’re shopping via a good friend’s picture album. If you’re happy with your previous, let your viewers in on that journey.
- Describe what can’t be skilled. They’ve not invented a option to style espresso blends via electronic mail but (somebody get on that), so Lanna makes use of a taste profile to take away a attainable objection to creating a purchase order.
12. Reward your readers (Mike Birbiglia)
What this product announcement electronic mail does proper:
- Preserve it conversational. Studying this electronic mail that landed in my inbox from comic Mike Birbiglia is like an outdated good friend with some loopy (try the topic line) excellent news to share with us
- Reward your readers. Mike nails one among electronic mail advertising’s finest practices — he rewards readers that open his electronic mail. How? He affords subscribers tickets for the bottom attainable worth.
- Lengthy content material works. Whether or not on Fb or a weblog put up, lengthy content material that’s related to individuals’s pursuits will get nice outcomes. E-mail isn’t any totally different.
13. Use simplicity so as to add confidence (Lord Jones)
What this product announcement electronic mail does proper:
- Simplicity = confidence. Lord Jones showcases their lovely packaging on this restricted version launch electronic mail. The simplicity of this design structure reveals confidence of their product, and minimalism is linked to luxurious in lots of peoples’ minds.
- Connect with a way of life. The examples used for this product — hostess items and stylish dinner events — clear up an issue (what to convey to the celebration). However they’re additionally aspirational. You need to be the individual that affords a deal with from these bins at your personal stylish banquet.
14. Provide prospects choices (Taco Bell)
What this product announcement electronic mail does proper:
- Intercourse doesn’t promote. It’s true. However it can be fairly humorous. Taco Bell’s tagline “Put on nothing however a fried egg” is a successful option to announce their new breakfast providing.
- Present your product at its finest. Everybody is aware of quick meals doesn’t seem like within the photos. However that doesn’t imply you shouldn’t go the additional mile to {photograph} the product as fantastically as attainable.
- 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 electronic mail does proper:
- Downside, Agitation, Answer. Venmo comes at us with the basic “PAS” (Downside, Agitation, Answer) advertising technique:
- Downside — You may have cash caught in your Venmo stability
- Agitation — You can purchase all these items with it
- Answer — 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 client. Venmo covers the options of their card with relatable examples how each advantages you.
- Make your CTA straightforward. The brilliant animation of the “decide your colour” button is a frictionless call-to-action to get us to enroll
16. Have a good time milestones (Behance)
What this product announcement electronic 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 huge their print run can be).
- Present a glimpse. The photographs of pattern pages is a refined option to set off curiosity: it makes you need to web page via the guide
- We like milestones. Celebrating your achievements is enjoyable for loyal prospects, too. And other people wish to personal the first of something.
17. Use your iconography (Hermès)
What this product announcement electronic mail does proper:
- Play along with your iconography. Hermès understands that patrons of high-end designer items are fiercely loyal. This electronic mail doesn’t have to say all of it — and the viewers doesn’t need it to, both. They know these orange bins.
- Puns are enjoyable. Hermès thought exterior of the field (see what I did there) and located puns can have a huge effect…if performed merely
18. Preserve the message easy (Everlane)
What this product announcement electronic mail does proper:
- Easy sticks. Everlane’s message is easy. I by no means look that cool within the chilly, however I’d certain wish to. In the event 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 facility of shortage in advertising earlier than. Create a digital wall solely the “fortunate few” can entry to extend product worth in individuals’s minds.
- Run a contest. Everlane has a contest to win one among their puffers. Even in case you don’t win, you’ll be able to strive one on…which will increase the possibility you’ll purchase.
19. Present the product getting used (Hoefler & Co.)
What this product announcement electronic 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. In the event you’re proven alternative ways to make use of a product, you’re extra seemingly to purchase it.
- Embody video. A “making of” video is a confirmed option to have interaction your target market. Oh, and it could enhance your conversion charges by 80%.
20. Reap the benefits of curiosity (Tom Raffield)
What this product announcement electronic mail does proper:
- Ambiguity intrigues. This electronic mail from Tom Raffield, a luxurious dwelling 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. Reap the benefits of already-triggered curiosity and draw it out…to attract individuals additional in.
The best way to use a product launch electronic mail sequence to construct pleasure
Folks like anticipation.
One electronic mail blast shoving the product in somebody’s inbox received’t create a lot hype. A product launch electronic mail sequence that builds anticipation will get individuals excited — and get you higher outcomes on launch day.
What’s a product launch electronic mail sequence?
A product launch electronic mail sequence is a collection of time-based emails routinely despatched to individuals in your electronic mail checklist.
For the most effective outcomes, you must ship a collection of three emails:
- The teaser electronic mail.
- The informational electronic mail.
- The reside launch electronic mail.
The teaser electronic mail
“There’s a distinction between a thriller and a query. Questions demand solutions, however a thriller calls for one thing extra useful — rationalization.” – Robert Cialdini
People are hardwired for curiosity.
The primary electronic 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 electronic mail announcement as flirting along with your viewers.
Your product introductory electronic mail will reply these three W’s:
- What. One thing new is coming/taking place/altering
- When. It’ll occur on this particular date
- The place. That is the place and learn how 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 electronic mail from Vans in my mailbox.
What this product teaser electronic mail does proper:
- Clear launch dates. What’s going to the sneakers seem like? No concept! However realizing what date I ought to placed on my calendar has me excited for the launch.
- Offers 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 have to say who David Bowie is. The dreamy imagery and tagline present they perceive his legacy. Generally the much less you say, the extra you categorical.
When to ship this electronic mail: A couple of days to per week upfront of your second announcement electronic mail is an effective rule of thumb.
The informational electronic mail
“Our jobs as entrepreneurs are to know how the client 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 can 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 electronic mail:
- What’s your product? Readability is crucial facet of your worth proposition. Add clear product photographs. Concisely checklist your options. Tackle attainable objections – earlier than they even enter the shoppers’ minds.
- Why do they want your product? Keep away from jargon. Use the language your prospects use to clarify how your product solves their downside.
- When will your product be obtainable? Though it was included in your teaser, announce your product launch launch once more. Checklist the date, time, and time zone. Go away nothing as much as likelihood.
- Are you providing an incentive? Will there be free delivery, a reduction, or exclusivity for the Early Birds? Embody that data.
- What’s your call-to-action? Whether or not it’s a pre-order in your superior new product or when tickets drop in your occasion, your call-to-action microcopy ought to clearly say what individuals ought to anticipate.
What this product launch electronic mail does proper:
- An iconic worth proposition. Combining Van’s off-the-wall tagline with the promise of a singular assortment paying homage to the legendary Starman has us able to throw our pockets at this electronic 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 traces you need to purchase.
When to ship this electronic mail: Ship the second electronic mail in your collection one – two weeks out out of your official launch.
The reside launch electronic mail
“The secret’s, it doesn’t matter what story you inform, make your purchaser the hero.” – Chris Brogan
This final electronic mail in your drip sequence is a call-to-action asserting the merchandise is now obtainable for buy.
Folks have awful recollections. I’ve forgotten my work lunch on the counter proper subsequent to my keys. Even your most engaged prospects can turn into distracted and overlook when your merchandise is accessible. This electronic mail is their reminder.
The small print in your closing launch electronic mail will principally be the identical as your earlier emails, with these additions:
- Replace your call-to-action. Change your copy and CTA so individuals know the merchandise is now obtainable
- 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 seemingly to purchase as a consequence of loss aversion.
- Let others promote. Embody social media buttons within the launch electronic mail design so your prospects 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 bought out on Vans’s web site inside a couple of hours (I ordered two pairs of sneakers myself).
When to ship this electronic mail: Ship this announcement electronic mail when your product is reside and obtainable for buy.
ActiveCampaign makes your automated product launch electronic mail sequence straightforward
The window of time you need to launch a brand new product is fleeting. Obscurity is without end.
It’s straightforward with ActiveCampaign to automate profitable product announcement emails to take advantage of that point to place you firmly within the highlight.
So with apologies to David Bowie’s “Starman,” keep 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 instructed ‘em, bought to personal it
Trigger we’ve proven it’s all worthwhile
Arrange your personal product launch electronic mail collection with our automation recipe you will get right here, or with these electronic mail templates.
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•A limited-edition launch
•A pre-order alternative
•A particular occasion”
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