Launching new products is... exciting.
I used to love thinking about launches and setting up these launches when that was my job.
I launched over 200 different products for 50+ companies.
A product launch is new.
And we don't often have opportunities to launch something new :)
So it needs to be perfect.
The best way to do this is to use the best companies as inspiration.
Companies that are launching one big product per year and companies that are launching one new product per week.
Today, we'll review the best journeys/flows/sequences (name this how you'd like) to launch a new product.
Launching a product posts a lot of challenges to small and big businesses alike.
It takes a well-defined marketing strategy and tactics to find success in a launch.
Quick note: Panoramata, whenever featured brands launch a new product or collection, we keep track of promotional emails they send about their launch. A product launch series is one of the most insightful email journeys (also known as email flows) you can spy on with Panoramata. You can also track other types of email flows such as abandoned cart flows and welcome flows on Panoramata, as well as regular newsletters sent daily.
We tracked over 200,000 different launch emails in more than 100 different industries. So if you're looking for the perfect inspiration, whatever you need, we've got you covered
In this article, we will take a closer look at some of the best product launch email journeys we have observed - get inspired by some well-known DTC brands and start building your own path.
Prep work: What you should think about first
Here are a few questions that will help you create the perfect sequence for your next launch.
Think about these as your prep work, so you can make the right marketing decisions:
- Is this launch designed to be an upsell to your existing offering, or is it a new offering altogether?
- Have you already built an audience for this product?
- Have you identified key demographics (or key identifiers/targeting criteria you can use in your CRM) that correctly define your audience for this product?
- Do you want to use a promo code?
- How many new launches do you plan for the next three months?
That will help you with the next steps, so you can define the number of emails needed in the sequence, your proposition value, your angles, and your audience.
# emails needed in the sequence
If you're launching multiple products within the same quarter, you know the drill: no more than three emails per launch; otherwise, you won't have space for anything else.
If launching a new product doesn't happen very often, then my main advice is to create a sequence of at least 4-5 emails, including a teaser, your angles, and your offers.
Let's talk about this now.
Your proposition value & your angles
You know your audience better than me, so I won't do this for you, of course.
But I still have one piece of advice.
Make sure to clearly state your proposition value and the angles you can use to sell this product to your existing subscribers.
After this, you should be able to quickly come up with at least these different angles:
- Teasing - this works if you manage to introduce your product as a solution to fix a problem - and the teasing email is really about highlighting the problem your next launch is going to fix.
- How the social proof should be presented, with which arguments (that's going to be a whole email in the sequence).
- How the product works (ingredients, features, etc.) and how this should be presented too.
- The main benefits for your audience if they start using this product.
- A unique offer to celebrate the launch -- whether this is a pure discount, a free shipping offer, a bundle, a BOGO (buy one, get one), etc.
Your audience
Don't launch the same way to everyone subscribed to your email list.
Create segments.
Here are a few ones that are 100% worth creating, even if you're starting from scratch, because the way to present your proposition value should be different for each one of them.
In my opinion, even if it's the very first time you're creating a segment in your CRM, these four segments are must-haves:
- Leads / Not Customers (subscribers with 0 orders).
- First-Time Customers (subscribers with only one order).
- Repeat Customers (subscribers with more than one order).
- To Re-Engage (subscribers who didn't open an email in the last 180 days).
Of course, the folks to Re-Engage should be excluded from the first three segments.
This minimal segmentation is important because you shouldn't market your new launch to these audiences the same way:
- For Repeat Customers, you know they're more or less loyal clients, and you should talk to them as such - they're bottom of the funnel and already understand what your brand stands for.
- For Not Customers, your launch is an occasion to see if this new product could trigger their first purchase -- and you should present it like this.
- For First-Time Customers, your launch is an opportunity to turn them into loyal ones, and that's what you should do!
For your subscribers to re-engage, there are several options.
Still, here's the perfect blueprint for this, according to my experience:
- Don't email them during the first emails - to improve your deliverability, you want to keep your engagement on your emails high.
- Only send them emails that present your launch as something special/unique. Interesting or intriguing enough so they might be tempted to open and re-engage.
Your Checklist: What you should plan for
Here's a checklist, before all the inspiration and example emails to launch a product that I've saved for you:
- Prepare your main proposition value.
- Prepare your different angles.
- Segment your audiences into at least four segments.
- Monitor your deliverability.
- Prepare at least 4-5 emails (social proof, unique offer, benefits, features/ingredients, etc.).
Let's check the inspiration now!
1. Typology - A minimalist approach
Typology is a popular personal care brand that offers a wide-range of products with minimalist formulas.
The brand recently released its newest collection. Let’s find out what it is through their perfectly-aligned email sequence.
Email #1 - Build up the teaser
Subject: The Typology spa comes to you
They started with a teaser campaign that generated just the right amount of buzz by using the word “spa” and the idea of it coming to your own home. Simple yet intriguing.
Email #2 (4 days later) - Announce Early Access
Subject: EARLY ACCESS: 3 new Typology products
Four days later, they sent out early access to their 3 new products with a powerful “Discover Now” CTA that gives the audience that sense of exclusivity.
This further builds trust and makes them feel part of the privileged community.
Email #3 (8 days later) - Formally introduce the product
Subject: LAUNCH: Discover our new collection
Now that curiosity has been boosted, it’s time for them to formally introduce their new products.
The email is composed of 4 quick statements and one main image, being true to its minimalistic style.
The good thing about it is that no distraction comes in the way – just a plain introduction of the product, highlighting the benefits and solution it provides.
Email #4 (9 days later) - Present the product in more details
Subject: LAUNCH: It’s A Real Eye Opener
This 4th email is primarily designed for the other segment of the audience who have not purchased yet, or are still not fully convinced.
Again, simple lines but this time with a little more push as they used the metaphor “espresso for tired eyes” to convey their message.
They also mentioned one of the powerful ingredients (i.e. blueberry hydrosol) to further support its claim.
2. Vessi - VIP feels
Vessi is a footwear brand specializing in sneakers that are lightweight, breathable and 100% waterproof.
They recently launched their shoes for everyday wear called “The Everyday Move”.
On the launch campaign, it is noticeable that they give emphasis on a VIP access to this new product.
Email #1 - Create a teaser and an early access
Subject: Want first ☝️ dibs?
This first email is a teaser informing recipients that something new is in store for them.
And that, an early access is just a text away. Furthermore, it highlights the perks of being on the VIP list.
Email #2 (3 days later) - Reiterate VIP access
Subject: VIP ACCESS This WAY →
Again, an invitation for VIP early access but this time the name of the product is now introduced. “Shop before everyone else” encourages the audience even more.
Email #3 (2 days later) - Reveal the product
Subject: Our Biggest Launch of the Year
Five days after their teaser email, they formally introduce the product as out in the market. The email comes with a main product image, its features, benefits, and color variants.
3. Muse - generous promo code at launch
Muse is an electronics brand well-known for its brain-sensing headband that helps improve focus and provide better sleep.
When they launched their Muse S Gen 2, one remarkable style was their use of a launch code available to their general audience.
Email #1 - Create a mystery
Subject: [coming soon] Revolutionary would be an understatement.
First off, Muse created a mystery out of the coming launch. The email read as “Something revolutionary is coming.” supplemented by the question “Can you guess what’s coming?”
What a way to build curiosity so they keep expecting the next coming messages.
Email #2 (7 days later) - Give away a promo code
Subject: Introducing: The Digital Sleeping Pill
To make the launch extra big, they give away a promo code.
It also promotes buying the bundle since the code is available when you purchase the bundle deal, and it’s offered for a limited time only.
Email #3 (8 days later) - Go into details about the product
Subject: The world's first Digital Sleeping Pill
This third email provides more information about the product - how it works, its features, benefits, plus a review testimonial from a customer. So with an ongoing discount promo, the chance of buying is bigger now.
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Email #4 (12 days - Make sure they don’t miss out
Subject: Re: Did you hear the news?
As you would notice, this 4th email is an exact reiteration of the previous (3rd) one. It serves as a reminder for those who haven’t taken advantage of the offer.
And perhaps, some have missed the 3rd email on their inbox. So why not make your presence felt a little more?
We hope you get inspired by the above brands to take on the challenges of your future launch.
Get inspiration direct from your competitors or aspirational brands by tracking their product launch email flows on Panoramata. You can not only view emails like these but also spy on their ads, SMS campaigns, landing pages, and changes made to their website.
Want more ideas and inspiration for your email newsletter? Check out our email swipe file with over 100 newsletter ideas you can use for your next campaign.
Frequently Asked Questions
What are some key elements of a successful product launch email campaign?
Key elements include creating a sense of mystery or intrigue, offering exclusive early access to build anticipation, and providing clear information about the product's features and benefits. Additionally, incorporating promotional offers or discounts can incentivize immediate purchases.
How can a business effectively use email to promote a new product launch?
Businesses can use email to promote a new product launch by sending a sequence of emails that start with teasers, followed by early access announcements, and finally, a detailed product introduction. Utilizing strong call-to-actions and reiterating the offer can further enhance the campaign's effectiveness.
Why is it important to follow up with customers during a product launch via email?
Following up with customers during a product launch via email ensures that those who may have missed the initial announcement or offer are re-engaged and reminded of the opportunity. It also provides an additional chance to present product details and answer potential questions, increasing the likelihood of conversion.
