The way to Create a Product Launch Electronic mail [Outlines + Templates]

There are few instances extra thrilling in an organization than throughout a product launch. Anticipation brews and a way of optimism emerges across the prospect of a development in market share.

Nonetheless, a query all the time arises when a brand new product launches: do sufficient individuals find out about this launch for it to achieve success?

There are a number of avenues to speak by way of throughout a product launch — adverts, social media, PR, and weblog promotion, to call a number of. But, one of the underrated and efficient communication strategies to alert inner and exterior stakeholders is a product launch electronic mail.

Not solely do product launch emails make your clients conscious of the product launch, however in addition they talk important details about the launch to these within your organization.

On this publish, we’ll stroll you thru the steps for writing three various kinds of product launch emails, together with providing strategies on your product launch electronic mail topic traces and outlining the best product launch electronic mail sequence.

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The way to Write a Product Launch Electronic mail

You may wish to share an inner product launch electronic mail together with your whole firm on both the day of or previous to your product launch. With this electronic mail, you will wish to flip the entire workers at your organization into an enthusiastic, well-informed, word-of-mouth advertising workforce by offering them with:

• An outline of the product
• Why workers needs to be enthusiastic about it
• “Lazy copy” for electronic mail and social media that workers can copy and paste

Here is an overview of an inner product launch electronic mail. You may as well obtain it as a template with extra particulars.

1. Write a brief however explanatory topic line.

Step one is getting people to open your electronic mail. Do that by offering a transparent and quick topic line describing the information. Maintain the topic line at or beneath 12 phrases.

Attempt one in all these:

• It is Time! [Product] is now dwell. Click on to be taught extra!
• We simply launched [Product] – And we’d like your assist
• [NOW LIVE]: [Product] is out there to the general public
• [Product] launches as we speak. Here is what it is advisable to know.
• The second you have all been ready for: [Product] is right here.
• [PLEASE READ]: All the things it is advisable to find out about [Product].

Offering a topic line that will get straight to the purpose will make your electronic mail much less prone to get misplaced among the many different messages of their inbox.

2. Give a quick overview.

Identical to you, the staff at your organization are busy, so seize their consideration with a fast whats up and a 1-2 sentence overview of the product launch.

3. Clarify what the product is.

Give your readers the very primary information in your product, like what it is referred to as, what it does, when it is obtainable to the general public, and the way a lot it prices. You must also embody a picture so readers have a visible reference.

4. Share why the launch issues.

Why ought to your workers be enthusiastic about this launch? You possibly can go just a little extra in-depth right here, so clarify what void this product fills out there and what alternative you are seizing on to increase your market share, delight extra customers, and increase your buyer base.

Some questions you’ll be able to reply on this part are:

• Does this replace deal with a standard buyer grievance?
• Are you bringing your product as much as par for the market you are in?
• Do you may have statistics or income projections to show the significance?

5. Clarify how the product works.

On this part, give a quick overview of the steps required to get or use this product/function. How do your clients enroll? Are there any utilization limitations? Anticipate regularly requested questions — notably from salespeople, entrepreneurs, account managers, and assist reps — and attempt to scale back confusion upfront.

6. Describe who the product is for.

If you have not already lined it, say who the supposed viewers for this product is, or if any customers will mechanically see this new function. This part is especially vital for regional or language-specific merchandise.

7. Present a contact for questions.

Present the contact information and identify of the individual or people who find themselves finest geared up to reply any questions concerning the product, its launch, or its promotion.

8. Embrace lazy or pattern copy for sharing.

You may wish to make it so simple as potential for workers to share the product launch over electronic mail or social media. Present pattern textual content and URLs that may be copied and pasted — or higher but, pre-made social hyperlinks from a web site like Share Hyperlink Generator.

Here is an instance of lazy copy for each state of affairs.

• Twitter: We have simply launched [Product Name] right here @[Company Name]! This new function will allow you to [List Main Benefit]. Click on right here to be taught extra about it [Insert URL].
• LinkedIn: It is an thrilling day right here at [Company Name]! At the moment, we’re saying our launch of [Product Name] – a brand new product that [List One or Two Major Benefits or Features].
• Electronic mail: We’re thrilled to lastly share this with our clients. Study extra at our web site, and attain out to me in case you have any questions concerning the new product! [Insert Product Page URL]

Product Launch Electronic mail Templates

Keep in mind, it can save you time by utilizing product launch planning and electronic mail templates. You possibly can obtain free product advertising electronic mail templates right here in our Product Advertising and marketing Go-To-Market Equipment. You and your workforce can work collectively to make an thrilling product launch marketing campaign in case you reap the benefits of these instruments.

Let’s have a look at some templates that will help you get began.

Template 1: Pre-Launch

Template 2: Normal Product Replace

Template 3: New Function Replace

If you create or discover the template that’s best for you, add in your product’s info and get your community buzzing about it.

Product Replace Electronic mail Template

The inner product launch replace electronic mail is finest shared with direct stakeholders within the product launch. For instance, product entrepreneurs, product managers, designers, social, and PR.

These emails needs to be despatched routinely main as much as the official product launch (each week, each different week, and many others.) and supply readers with actionable steps on what has occurred since your final electronic mail, what must be performed, and whether or not or not you are on monitor for launch.

Here is an overview of what your inner product launch replace electronic mail ought to appear like. You may as well obtain it as a template with extra particulars.

1. Topic Line and Preview Textual content

Maintain the topic line at or beneath 12 phrases. Select a topic line on your inner product launch replace emails and make it the usual for everytime you ship out your updates. Caught? Attempt one in all these:

• [Date] Bi-weekly [Product Name] Replace
• [#] Days Till [Product]: This Week’s Replace
• [Product] Launch Standing: At the moment’s Motion Objects
• New from [Company]: A Resolution for [Main Problem]
• [Product]: A Resolution to Your [Problem]
• Out there Now: [Product], the Resolution to [Problem]
• [Product] is Now Out there. Here is How You Can Get it.
• Issues With [Problem]? Attempt [Product] – New from [Company]
• At Final – A Resolution to Your [Problem]
• Meet [Product]: A New Product to Assist You [Benefit]

2. Days Till Product Launch

Reiterate the scheduled date of the product launch along with what number of days stay.

3. Main Updates

Checklist out any main updates which have occurred between the earlier electronic mail and this one. For instance: a bug was fastened, ultimate designs have been accredited, otherwise you secured placement in a number one circuit on announcement day.

4. Sources

Hyperlink out to shared paperwork, the marketing campaign planning spreadsheets, or every other assets that your workforce could must reference this week.

5. Progress Towards Objectives

Remind your workforce of the overarching marketing campaign objectives on this part and supply a standing replace (full, assembly, exceeding, or lagging).

6. Updates By The Group

Run by way of temporary standing updates and developments from every workforce. That is additionally an ideal place to share every workforce’s focus for the upcoming week.

7. Questions or Feedback

Encourage recipients to succeed in out to you instantly with any questions.

Take a look at our template beneath for a greater thought of what to incorporate in your electronic mail. 

Exterior Product Launch Electronic mail

The time has come to share your thrilling new product with the world.

When you’ve got a longtime checklist of loyal contacts in your CRM, create a listing of recipients you assume would profit from the product launch electronic mail.

Whilst you can ship out a mass electronic mail to your whole contacts, it is sensible to group your contacts collectively by their lifecycle stage or their pursuits so that you simply’re prioritizing clients who can be most or prepared on your new product.

The identical basic guidelines talked about beforehand apply for sending exterior emails, besides you will want to regulate them to swimsuit what’s most pertinent to your clients.

Here is the way you may wish to format an electronic mail to your contacts to encourage them to purchase or be taught extra about your new product.

1. Embrace topic line and preview textual content.

As talked about earlier than, maintain the topic line at or beneath 12 phrases. Listed here are a few of our high picks.

• New from [Company]: A Resolution for [Main Problem]
• [Product]: A Resolution to Your [Problem]
• Out there Now: [Product], the Resolution to [Problem]
• [Product] is Now Out there. Here is How You Can Get it.
• Issues With [Problem]? Attempt [Product] – New from [Company]
• At Final – A Resolution to Your [Problem]
• Meet [Product]: A New Product to Assist You [Benefit]

2. Add a brief greeting.

Like your fellow workers, your clients are additionally very busy. Do not bury the lede — begin the e-mail off with the massive information! Buzzwords like “new,” “massive information,” or “now obtainable” can be good to implement right here, alongside a fast overview of what the product known as, what it does, and a picture of the product.

3. Give an outline of the product.

Present a high-level abstract of what the product is, why it was made, and what it does.

4. Spotlight key options.

Checklist the important thing options or advantages of this provide. When you’ve got a product demo video, chances are you’ll wish to hyperlink to it right here. Moreover you’ll be able to add information graphics or one other visible assist to assist get your message throughout.

5. Embrace a call-to-action.

Depart your contacts with an actionable subsequent step. Would you like them to answer to you with questions? Join a demo? Take a look at the brand new product web page in your web site? No matter your required subsequent step is, make it abundantly clear with a hyperlink or by bolding the motion.

Product Launch Electronic mail Sequence

To unfold the phrase about your product launch extra effectively, contemplate enrolling your contacts into an electronic mail sequence in your electronic mail advertising software program. Listed here are the steps you may wish to observe:

Inside Product Launch Electronic mail Sequence

1. Introductory Electronic mail

Alert the staff that the product improvement is in progress and why.

2. Pre-Launch Electronic mail

Let workers know when the product is ready to be launched and what’s anticipated of them on launch day.

3. Launch Day Electronic mail

On the day of the product launch, alert all workers that the product is out there to the general public and supply share hyperlinks.

4. Comply with-Up Electronic mail

After a while has handed, ship workers an replace of your efficiency towards objectives, and a reminder of how workers can assist the product launch be extra profitable.

Exterior Product Launch Electronic mail Sequence

If you wish to construct anticipation amongst your contacts, contemplate an exterior product launch electronic mail sequence. This can be utilized to regularly improve your prospects’ pursuits earlier than and after the product comes out.

Keep in mind: chances are you’ll solely wish to enroll individuals on this sequence that meet sure qualification standards.

1. Pre-Announcement Electronic mail

This electronic mail comes as soon as you are feeling the product is in a very good place and also you’re snug saying its launch date to the general public. It ought to embody a primary description of the product along with an anticipated time-frame. We advise not figuring out an official launch date except you’re completely assured the date you may have chosen is correct — you by no means know what might go flawed between from time to time, so it is best to play it protected.

2. Announcement Electronic mail

This electronic mail needs to be the official electronic mail announcement of your product. We have outlined what needs to be included on this electronic mail within the part above, however bear in mind to maintain the content material on this electronic mail quick, informative, and actionable.

3. Comply with-Up Electronic mail

This electronic mail needs to be despatched to the contacts you are feeling can be a very good match on your new product however did not observe up together with your authentic electronic mail. Kindly remind them that you simply assume they’d profit from this new product and also you’re excited to listen to in the event that they’re .

When constructing pleasure on your new product, having this sequence can maintain your clients ready in anticipation of your subsequent smartest thing. Have a look beneath at an instance of an actual, current product launch.

Product Launch Electronic mail Examples

Able to get began writing your personal product launch emails? We have compiled a listing of actual life examples to encourage your subsequent launch correspondence.

1. Samsung

Samsung has been exceptionally profitable in promoting its Galaxy Fold cell telephones, and its emails have been constructing suspense for them for over a 12 months.

This electronic mail instance serves as one in all its pre-announcements, permitting excited clients to pre-order the machine. Earlier emails they’ve despatched have included the specs and options of the Fold, and this electronic mail provides a time-frame of when clients ought to anticipate its arrival.

Why This Works:

This observe from Samsung retains it temporary whereas together with all of the pertinent info clients want. It provides them their pre-order quantity and tells them what to anticipate subsequent, however most significantly it retains the anticipation going.

You possibly can maintain it easy as proven above, or get inventive in your new product emails — simply make sure that it’s conveying the knowledge your clients wish to know.

2. Descript

Audio and video enhancing platform Descript rolled out a brand new model of their product and despatched the e-mail beneath to tell their present clients. The e-mail particulars what the brand new options are and the way they are going to enhance the client expertise utilizing the product.

Picture Supply

Why This Works

This electronic mail is extremely thorough. It walks the reader by way of every of the enhancements, how they work, and the advantages — full with video and different useful visuals.

It’an ideal instance of methods to design a launch electronic mail that has plenty of new options and knowledge to clarify. 

3. Asana

When Asana launched their dashboards function, they despatched the beneath electronic mail to clients to assist them get accustomed to the change in reporting. It was despatched the next week after the brand new function was rolled out, offering customers with tutorials and different assets displaying methods to get probably the most out of dashboards.

Picture Supply

Why This Works

This electronic mail retains it quick, however informative and clearly explains the place customers can go in the event that they want extra assist along with a quick demo of how the dashboards function works. The design can also be clear due to loads of white area and small, well-placed pops of coloration.

4. Solstice

With distant work extra widespread than ever, video conferencing software program has develop into a should. In response, Solstice improved their platform to accommodate customers and supply each onsite and distant employees a greater consumer expertise. The e-mail beneath outlines the brand new product and options they added.

Picture supply

Why This Works

This electronic mail clearly outlines what the brand new product does and the advantages it gives. Plus, Solstice gives a number of methods for patrons to be taught extra — both by attending the launch occasion or webinar. The provide of a free trial additionally permits clients to check the product risk-free earlier than making a dedication.

Prepared, Set, Launch! (Your Subsequent Product)

Construct your electronic mail advertising campaigns in a approach that appeals to your personal inner workforce, and your clients in quest of the subsequent smartest thing. We hope you’ll be able to implement some suggestions from this information into your advertising, and need you the very best of luck in your subsequent product launch.

This text was initially revealed in December 2021 and has been up to date for comprehensiveness.