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 at all times arises when a brand new product launches: do sufficient individuals learn 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 just a few. But, some of the underrated and efficient communication strategies to alert inside and exterior stakeholders is a product launch e-mail.

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

On this submit, we’ll stroll you thru the steps for writing three several types of product launch emails, together with providing recommendations in your product launch e-mail topic traces and outlining the best product launch e-mail sequence.

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Write a Product Launch Electronic mail

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

• An summary of the product
• Why staff must be enthusiastic about it
• “Lazy copy” for e-mail and social media that staff can copy and paste

Here is an overview of an inside product launch e-mail. It’s also possible to obtain it as a template with extra particulars.

1. Write a brief however explanatory topic line.

Step one is getting of us to open your e-mail. Do that by offering a transparent and brief topic line describing the information. Hold the topic line at or beneath 12 phrases.

Strive one in all these:

• It is Time! [Product] is now stay. Click on to be taught extra!
• We simply launched [Product] – And we want your assist
• [NOW LIVE]: [Product] is out there to the general public
• [Product] launches right now. Here is what you’ll want to know.
• The second you have all been ready for: [Product] is right here.
• [PLEASE READ]: All the pieces you’ll want to learn about [Product].

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

2. Give a quick overview.

Similar to you, the workers at your organization are busy, so seize their consideration with a fast howdy and a 1-2 sentence overview of the product launch.

3. Clarify what the product is.

Give your readers the very fundamental information in your product, like what it is known 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 staff be enthusiastic about this launch? You may go a little bit extra in-depth right here, so clarify what void this product fills available in the market and what alternative you are seizing on to broaden your market share, delight extra customers, and broaden your buyer base.

Some questions you may reply on this part are:

• Does this replace handle a typical buyer grievance?
• Are you bringing your product as much as par for the market you are in?
• Do you might 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/characteristic. How do your prospects enroll? Are there any utilization limitations? Anticipate regularly requested questions — significantly from salespeople, entrepreneurs, account managers, and help 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 routinely see this new characteristic. This part is especially necessary for regional or language-specific merchandise.

7. Present a contact for questions.

Present the contact information and title of the particular person or people who find themselves greatest outfitted to reply any questions in regards to the product, its launch, or its promotion.

8. Embody lazy or pattern copy for sharing.

You may wish to make it so simple as doable for workers to share the product launch over e-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 website like Share Hyperlink Generator.

Here is an instance of lazy copy for each scenario.

• Twitter: We have simply launched [Product Name] right here @[Company Name]! This new characteristic 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 this time, we’re asserting 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 prospects. Study extra at our web site, and attain out to me if in case you have any questions in regards to the new product! [Insert Product Page URL]

Product Launch Electronic mail Templates

Keep in mind, it can save you time through the use of product launch planning and e-mail templates. You may obtain free product advertising e-mail templates right here in our Product Advertising and marketing Go-To-Market Package. You and your staff can work collectively to make an thrilling product launch marketing campaign in the event you make the most of these instruments.

Let’s take a look at some templates that can assist you get began.

Template 1: Pre-Launch

Template 2: Normal Product Replace

Template 3: New Function Replace

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

Product Replace Electronic mail Template

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

These emails must be despatched routinely main as much as the official product launch (each week, each different week, and so on.) and supply readers with actionable steps on what has occurred since your final e-mail, what must be accomplished, and whether or not or not you are on observe for launch.

Here is an overview of what your inside product launch replace e-mail ought to seem like. It’s also possible to obtain it as a template with extra particulars.

1. Topic Line and Preview Textual content

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

• [Date] Bi-weekly [Product Name] Replace
• [#] Days Till [Product]: This Week’s Replace
• [Product] Launch Standing: At this time’s Motion Gadgets
• New from [Company]: A Answer for [Main Problem]
• [Product]: A Answer to Your [Problem]
• Obtainable Now: [Product], the Answer to [Problem]
• [Product] is Now Obtainable. Here is How You Can Get it.
• Issues With [Problem]? Strive [Product] – New from [Company]
• At Final – A Answer 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

Listing out any main updates which have occurred between the earlier e-mail and this one. For instance: a bug was mounted, last designs had been accepted, 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 some other sources that your staff could have to reference this week.

5. Progress In opposition to Objectives

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

6. Updates By The Staff

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

7. Questions or Feedback

Encourage recipients to achieve out to you straight with any questions.

Take a look at our template under for a greater thought of what to incorporate in your e-mail. 

Exterior Product Launch Electronic mail

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

You probably have a longtime record of loyal contacts in your CRM, create a listing of recipients you suppose would profit from the product launch e-mail.

When you can ship out a mass e-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 prospects who could be most or prepared in your new product.

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

Here is the way you would possibly wish to format an e-mail to your contacts to encourage them to purchase or be taught extra about your new product.

1. Embody topic line and preview textual content.

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

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

2. Add a brief greeting.

Like your fellow staff, your prospects are additionally very busy. Do not bury the lede — begin the e-mail off with the massive information! Buzzwords like “new,” “large information,” or “now obtainable” could be good to implement right here, alongside a fast overview of what the product is named, 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.

Listing the important thing options or advantages of this supply. You probably have a product demo video, chances are you’ll wish to hyperlink to it right here. Moreover you may add information graphics or one other visible support to assist get your message throughout.

5. Embody 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, take into account enrolling your contacts into an e-mail sequence in your e-mail advertising software program. Listed below are the steps you would possibly wish to comply with:

Inner Product Launch Electronic mail Sequence

1. Introductory Electronic mail

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

2. Pre-Launch Electronic mail

Let staff 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 staff 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 staff an replace of your efficiency towards targets, and a reminder of how staff might help the product launch be extra profitable.

Exterior Product Launch Electronic mail Sequence

While you wish to construct anticipation amongst your contacts, take into account an exterior product launch e-mail sequence. This can be utilized to steadily 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 e-mail comes as soon as you are feeling the product is in place and also you’re snug asserting its launch date to the general public. It ought to embody a fundamental description of the product along with an anticipated timeframe. We propose not figuring out an official launch date until you’re completely assured the date you might have chosen is correct — you by no means know what may go incorrect between from time to time, so it is best to play it protected.

2. Announcement Electronic mail

This e-mail must be the official e-mail announcement of your product. We have outlined what must be included on this e-mail within the part above, however keep in mind to maintain the content material on this e-mail brief, informative, and actionable.

3. Comply with-Up Electronic mail

This e-mail must be despatched to the contacts you are feeling could be match in your new product however did not comply with up together with your unique e-mail. Kindly remind them that you simply suppose they’d profit from this new product and also you’re excited to listen to in the event that they’re .

When constructing pleasure in your new product, having this sequence can maintain your prospects ready in anticipation of your subsequent neatest thing. Have a look under at an instance of an actual, latest 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 e-mail instance serves as one in all its pre-announcements, permitting excited prospects to pre-order the system. Earlier emails they’ve despatched have included the specs and options of the Fold, and this e-mail offers a timeframe of when prospects ought to anticipate its arrival.

Why This Works:

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

You may maintain it easy as proven above, or get artistic in your new product emails — simply make certain it’s conveying the data your prospects wish to know.

2. Descript

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

Picture Supply

Why This Works

This e-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 incredible instance of learn how to design a launch e-mail that has a number of new options and knowledge to clarify. 

3. Asana

When Asana launched their dashboards characteristic, they despatched the under e-mail to prospects to assist them get conversant in the change in reporting. It was despatched the next week after the brand new characteristic was rolled out, offering customers with tutorials and different sources displaying learn how to get probably the most out of dashboards.

Picture Supply

Why This Works

This e-mail retains it brief, however informative and clearly explains the place customers can go in the event that they want extra help along with a quick demo of how the dashboards characteristic works. The design can 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 turn into a should. In response, Solstice improved their platform to accommodate customers and supply each onsite and distant staff a greater consumer expertise. The e-mail under outlines the brand new product and options they added.

Picture supply

Why This Works

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

Prepared, Set, Launch! (Your Subsequent Product)

Construct your e-mail advertising campaigns in a manner that appeals to your personal inside staff, and your prospects in quest of the following neatest thing. We hope you may implement some ideas from this information into your advertising, and want you the perfect of luck in your subsequent product launch.

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