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25 October 2018

12 Effective Product Launch Announcement Emails

Stripo / Blog / 12 Effective Product Launch Announcement Emails

What makes iPhone the most awaited and desired product of a year? We know there are smartphones that are not worse than the Apple’s products (the Apple developers, I beg your pardon), but nobody cares about their releases and updates.


It’s all about a proper product launch announcement.

Apple evokes anticipation and desire in prospects to buy and use their products. How? We’ll share the best announcement email examples and their subject lines by the world-famous brands. In this post, we’ll also reveal Apple’s secret that makes their campaigns so special.


What is a product launch announcement?

Product launch announcement is a number of activities aimed at new product promoting and its awareness.

Hopefully, your developers had previously conducted some investigations to invent the product or upgrade the existing product’s features to meet customers’ needs and even exceed their expectations.

Prior to promoting and announcing your up-and-coming product, try it out, define its pros and cons. And be honest with the customers during the whole promo campaign.


(A perfect software update email sample by Starbucks).

Definitely, all promotional campaigns should be advertised via the following channels:

  • Mass media;
  • Social nets;
  • Newsletters.

I ain’t gonna tell you that properly done newsletter email templates alone will bring great success to your company. Never, as a single channel is not capable of doing this. Use them all simultaneously for your campaign’s success.

Of course, you know how to promote your product via the mass media and social channels.

So, is it reasonable to send out announcement newsletters when you are already using 2 powerful channels? Of course, it is! The more people hear about the new product launch, the more chances they would be eager to get it.


Announcement email design

Certainly, a perfect email design will not save a poor campaign. But it can empower an already good impression.

As John Wooden said, “Little things make big things happen”.

When starting a new email announcement campaign, first of all, you should consider the type of the announcement.

In new product launch emails, the focus should be on the product! No distracting CTAs like “shop with us” or “visit our website now”.

For more detailed information, please see our compilation of the best new product launch email samples.

12 effective product launch email examples

We decided to distinguish 1 the most useful and the most helpful feature in each and every email sample.

1. Mystery — Porsche Taycan

Subject line: “We are bringing our vision to the road: Mission E becomes Taycan”.


Porsche is going to bring this car to our attention at the end of 2019 or at the beginning of 2020, but they started the announcement campaign in 2018. We can only see the silhouette of this car, covered by a piece of fabric. Looks intriguing.

Even when you click the “View Video” button, you again see the shade of the mystery on the landing page:


In case you are interested in watching this video, here it is.

2. Detailed information — Grovemade

Subject line: “Wireless charging pad available”.


No matter how many images you have added, recipients might like to know more — provide them with this opportunity. The “learn more” button is of great use here.

3. Support — Everlane

Subject line: “Cashmere Rib Is Here”.


This is a new product item and prospects do not know whether it’s about to go well with the rest of their wardrobe. Be supportive — provide them with fashion recommendations on how to wear this cashmere rib with other pieces of the brand’s apparel. Everlane even shared photos of what it is about to look like.

Nice trick to increase sales ?

4. Persuasion — Maybelline

Subject line: “Introducing Shine Compulsion Lipstick’s Newest Shades!”.


When it comes to fashion and trends, for like 80% of the subscribers, nothing can be more convincing than feedbacks by prominent people. Did Oprah Magazine award this lipstick? — Definitely, I should try it, too.

5. Clearness — Tesla

Subject line: “Tesla Updates: Model 3 is Available to Order”.


Certainly, you do need to be mysterious, intriguing, but not when it comes to the very product launch/release day. Once the product is available to order or pre-order, make your copy straight. There should be no misunderstanding.

6. Descriptiveness — Usabilla

Subject line: “Reach users at the right moments”.


Only the person who is in love with the product can describe it at its best. And who loves the product most? Right, the CEO and developers. In some cases, it is the same person.
Let the CEO speak, record a video where he in smallest details shares the pros of the product.

7. Encourage to purchase your product — Apple


Apple is probably the best at running product launch email campaigns. Every word, every character matters.

“Say hello to the future” — who wouldn’t like to be the first, or to be in the future today?

One more thing that makes them unique — once the exact product launch date is set, they hurry to share it with prospects!

8. Be appealing — Ferrari

Subject line: “The first Scuderia Ferrari gaming headphones: don’t miss out!”.


Let me paraphrase the section title: be appealing to vanity ?

Because who wouldn’t like to be the first to possess something luxury?

“Pre-order” button helps — it means I won’t have to stay in line, I will receive my parcel on the release day, I will be really the first to try.

9. Emphasize the feeling of anticipation — Grammarly

Subject line: “Grammarly’s Chrome Extension + Google Docs, Together at Last!”.


Top-requested feature… nice trick! Even if some of your prospects did not care about this option, they are now likely to try it out to find out what made it so anticipated.

10. Highlight the newest features — Nokia

Subject line: "Nokia steel HR has arrived".


I find this product launch email example perfect for three reasons:

  1. the two CTA buttons that repeat themselves;
  2. Brian Crecente from Rolling Stone praised this product;
  3. Nokia highlighted the top pros of Steel HR by listing and illustrating them.

Even if just glimpsing at this email, prospects will still see that this watch is worth considering if not purchasing.

11. Be thoughtful and caring — Adidas

Subject line: "You have signed up for the Alphaedge 4D Shoes release".

Stripo_Product Launch Release_Adidas_Reminder

It's very kind and thoughtful of Adidas to make such notification emails. On their website, they announce that very soon these shoes will be available. Honestly speaking, I liked them a lot. I liked their color, their characteristics. I am sure, so did many subscribers of Adidas. But they do not have time to monitor the website for the release.

Notify your users about upcoming releases of the products they loved.  

12. Consistent — Everlane

Subject lines:

  1. “In 7 Days: ReNew”;
  2. “It’s Time to Renew”;
  3. “In 2 Days: ReNew”;
  4. “The Wait Is Over: ReNew”.

With the first email, they just informed us that every minute a million plastic bottles are made. And added they are about to do something about it:


With the second email, they notified us they are going to eliminate virgin plastic by producing outwear out of it:


And with the third email, they finally showed what it looks like. But with the fourth email, they finally announced the sale has been started and added the CTA button.


This is simple yet amazing!

I deliberately put this example to the tenth position as now I’d like to say a few words about sequences.

The sequence of product launch emails

It’s preferable to create a sequence of emails to keep the target audience updated and to keep them interested in your product.

How many emails in a sequence? At least, 3. The first one to inform about the upcoming launch, this way you build anticipation. Here you can mention a few unique features your product possesses, or may just say that something huge is coming. And specify how many days/weeks/months are left till the day when customers receive an update.

The second one is the update itself. Remind about the mentioned features and add a new one. Make sure to provide recipients with a photo or two, or even a short video about the product.

The first two messages are called teaser emails.

The third product launch email is to inform about the release date and the way people can get the new device.

Note: if you start the product launch announcement email campaign a few months/a year prior to the release date, then you are welcome to extend your sequence to 4-6 emails.

Product launch email subject lines

Please, avoid boring subject lines. Look inside your inbox. What do you see? Typical: “Woohoo! We are launching new devices!” or “New updates to be released soon!”

It is impossible to impress the recipients with these old, trivial and not intriguing phrases. Try to be more creative. As long as the subject lines’ mission is to convince the readers to open the email.

Of course, something, like “Noteworthy email” as the subject line will not impress the readers either.

If you are going to announce that you have added FAQs to your website, why not mention this in the subject line? “An FAQ email” or “New wireless water-resistant headphones for your iPod”.

If you have previously made a poll among your customers regarding the features and options they would like to see on your website, and you know the date you are going to implement them, you can make the following subject line: “We heard you” or mention in the subject line the questions you have asked.

The subject should be creative, yet clear and very concise.

We’ve added a subject line to each new product launch email template.

Product launch email subject lines examples:

  • It’s here!
  • May We Introduce…
  • Meet Our New…
  • We’re anticipating, are you?
  • Introducing the…
  • Introducing our…
  • In 24 hours…
  • Things are about to change!
  • In three days: our first…
  • Discover our new…

Note: you may replace the ellipses with your product name, or leave it the way it is to spread some intrigue.

In emails, where you specify how many days or hours are left to the Day X, why not add a countdown timer?


There is a traditional strategy you should stick to when starting an announcement campaign:

  • Explain what kind of the product it is and its unique features;
  • Explain why people would need it;
  • Set the release date;
  • Specify the way people can buy it.

But at the beginning of the article, we said we’d survey the Apple newsletters’ examples, and we did. Why them? Because they have probably the best marketing team among competitors in their niche. I am not an Apple fan. I like other brands more. But Apple’s marketing campaigns are always amazing, impressive and thoroughly prepared. Most of their emails are the announcements of new products’ launch, software updates, but not typical products’ promotion.

Apple announcement newsletters’ strategy

  • They promote their product via many channels;
  • Build anticipation with teaser emails;
  • Create sequences of announcement email newsletters;
  • Avoid boring and typical subject lines;
  • Stick to the Rule of Three*;
  • Apply the “Pre-order” CTA buttons;
  • Are honest with recipients.

the Rule of Three.

Carmine Gallo wrote an article for Forbes, where analyzed modern marketing and mentioned that the Golden Rule of Three works not only for the military, but for the marketers, as well. “3 is easier to remember than 4 or 7” he says. And I would like to add that “3 is better than 1 or 2”.


Steve Jobs was probably the first one to implement this rule in marketing. At least he was the first to do it successfully — and this is the company’s secret.

Steve Jobs in his presentations always promised to present 3 devices. But in the end there appeared to be just 1 gadget, combining 3.

If you cannot place 3 images in a row or 3 items in one photo, then you should try at least to divide the text into 3 columns for better perception.


As long as the strategy preparation requires much efforts and time, strives to facilitate your work and save you lots of precious time. We have already designed product update email templates.

In case you are extremely busy and have no time to work with the editor, you can ask our professionals for assistance. Our designers and developers will kindly help you create a perfect template with the design that mirrors your website.

May your announcement email newsletters be effective. And may Apple learn from you!

I sincerely wish you the best of luck!

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