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9 product launch email templates to lift your sales and entice subscribers

If you’re introducing a new product to your email list, get these nine product launch email templates. They’re easy to use and will boost your bottom line.

Launching new products is like planning a big party.

There’s a ton of prep work and anticipation for the big day.

And the last thing you want is for no one to show up.

Have no fear, though. 

You’re not destined to have a product launch failure

We’ve got you. Today, we share with you nine email templates for launching your new product to your email list.

Let’s dive right in.

Ensure your product launch is a success. Get your full website as well as email marketing, an online community, a digital download, and a coaching product for free when you join Podia.

Pre-launch emails

The first type of launch email is one that you send prior to your new product launch date -- your pre-launch emails. 

The purpose?

To build anticipation, of course. 

(See what I did there?)

Just as Apple holds an iconic pre-launch event every year to build up hype for its new product release, you can do the same with your emails leading up to your new digital product release.

All the better if you get pre-sales in the process.

Not familiar with a pre-sale? It’s a way to capture early adopters in the “introduction” phase of the product life cycle , which is when people who are already familiar with your brand are the first to purchase your new product.

And if you do it right, you can build enough excitement around your new product and sell it to your audience before your launch date.

It can do wonders for your bottom-line after your launch date, too.

Take Ryan Kulp, the creator of   How to Buy, Grow, and Sell Small Companies , for example. 

Ryan successfully pre-sold $10,000 in online course sales within the first 24 hours of launching his online course by building anticipation beforehand among his audience.

He made another $10,000 in the two weeks that followed after that.

For a course that wasn’t yet complete, I’d say that’s blowing the pre-sales out of the park.

OK. So that’s why you need a pre-launch email, but how about -- well -- how?

We’ve got you covered with the templates below. And to make things even easier, here are a few subject lines to consider pairing up with them: 

  • Something new is coming to [your brand]

  • Look out for some BIG changes

  • In [number of days until launch] days ...

  • This is big...

  • Things are about to get better than ever

  • Are you ready for this?

Type #1: Mysterious pre-launch email

Hey [first name],

Keep your eyes peeled.

We’re brewing up something new and exciting, and I know you’re going to love it.

I can’t divulge more than that at the moment, but I’ll have more details in [time frame].

Just wanted you to be the first to know!

So excited! 
[your name]

Type #2: End suspension(and still build hype) pre-launch email

Hi again [first name],

This just in: [your brand] is releasing a new [product type] that’s going to make your life even better.

Announcing… [your new product].

A high-level sneak peek for you:

  • [benefit 1]
  • [benefit 2]
  • [benefit 3]

And for only a select few, we’re offering you the chance to pre-order [your new product] at an exclusive discount.

Stay tuned…

[your name]

Pre-order email templates

The next category of launch emails is pre-order emails, which allow your prospective customers to get exclusive early access to your new product. 

It’s a way to tap into the concept of scarcity , which is Dr. Robert Cialdini’s second universal principle of persuasion. 

Scarcity boils down to people wanting more of the things they can have less of.

An iconic study about the effects of supply and demand revealed that people have a higher perceived value of things that are, well, scarce.

Here’s a quick recap of the study:

  • 200 people were asked to rate cookies

  • 10 cookies were placed in one jar

  • 2 of the same cookies were placed in another

The results? The cookies in the two-cookie jar were rated 2x higher than the 10-cookie jar.

So, in the same way that adding an inventory or timer countdown to a physical or digital product page boosts revenue by 9% , you can leverage scarcity and exclusivity in your pre-launch emails.

The core of it is to use pre-order emails to create a sense of urgency among your audience and as a way to nudge them to partake in your exclusive, limited-time pre-order offer. 

Some subject lines to consider for your pre-order emails are:

  • Don’t miss your exclusive pre-order window

  • Only [time frame] left to pre-order

  • Your exclusive pre-order discount

  • Here’s your special discount code

  • A special gift for you (and only you)

  • Announcing: A special pre-order window

And here are a couple pre-order email templates to complement these subject lines.

Type #3: Early bird pre-order email

Hey [first name],

As a thank you for being [audience differentiator], we’re giving you early access
to our [your new product].

That’s right, you can get your hands on our new [your new product] before everyone else, which means you can avoid [pain point].

Here’s what’s included in [your new product]:

  • [feature/benefit 1]
  • [feature/benefit 2]
  • [feature/benefit 3]

And it comes with a discount.

For only [discount price], you can pre-order [your new product].

But, here’s the catch: You need to order it before [time frame], which is when we’ll be releasing [your new product] to everyone else at the market price.

So, if you’re looking to avoid [pain point], you can get started right away and pre-order [your new product] here - [link].

Thanks again for being [audience differentiator]!

[your name]

Type #4: Scarcity pre-order email

Hey [first name]!

Just a quick reminder:

Your special discount to pre-order [your new product] at [discount price] ends in [time frame].

If you want to [benefit] without [pain point], now’s your chance to get early access to [your new product].

On [launch date], we’re releasing it to the public for [market price].

To pre-order [your new product] with your exclusive discount, just head over here - [link].

[your name]

Type #5: Last chance pre-order email

Hey [first name]!

A final friendly reminder for you:

I don’t want you to miss out on your last chance to use your special discount to pre-order [your new product].

Your exclusive pre-order [discount price] price ends in [time frame].

So, before [deadline], just head over to [link] to pre-order [your new product].

Once you do, you’ll get access to [benefit], so you no longer have to [pain point].

On [launch date], we’re releasing it to everyone at the [market price] price.

Here’s to [benefit],
[your name]

Product launch announcement emails

The third category of new product emails is the actual product launch announcement. This is the big reveal that your audience has been anticipating. 

What’s the best way to make sure your email announcement is met with satisfaction to match the hype you’ve been building?


When writing great sales emails , your audience needs to feel like you get them and that your offer is directly related to their life and their situation. 

It’s worth it. A whopping 78% of consumers claim that personally relevant content from brands increases their intent to purchase.

As far as representing your brand, three of the most important brand attributes to keep in mind as you tailor product launch emails are trustworthiness, creativity, and authenticity.

Some launch announcement subject lines to consider are:

  • Yep, it’s happening!

  • [Your new product] is here!

  • Big announcement: [your new product] has arrived

  • Get ready, [your new product] has arrived

  • Introducing our [your new product]

  • May we introduce [your new product]...

As far as email templates to go with these subject lines, check out these two product launch announcement templates.

Type #6: Product arrival launch email

Hi [first name],

The big day has arrived!

Today, we’re announcing the official launch of [your new product].

What does this mean for you?

If you want to stop [pain point] and [pain point], [your new product] will change everything for you.

Plus, you can [results] by [method].

Exciting, right?

Just head over to [link] to access your [your new product].

[your name]

Type #7: Benefits launch email

Hi again [first name],

The excitement around the arrival of our new [your new product] has been incredible!

We’re so thrilled to help you [results] by [method].

Plus, with [your new product], you can now:

  • [benefit 1]
  • [benefit 2]
  • [benefit 3]

To access your [results] without having to [pain point], just hop on over to [link].

Here to help, 
[your name]

Follow-up emails

Our final category of product launch emails is follow-up emails, which, as you probably guessed, follow the big announcement of your new digital product. 

Following up can make or break your sale.

Your audience may not say “yes” to your offer the first time it comes around. In fact, it typically takes four “no’s” before a customer agrees to purchase from a brand.

So, without your follow-up emails, your prospective customer might skip out on your offer.

Even if your audience isn’t denying your first four attempts to sell them your new product, there could be a range of other reasons they don’t take you up on your offer. 

Take, for example, time constraints during normal working hours. These days, people are so occupied during the day that they bring an alarming 26% of their work home to be completed during nights and weekends.

So much for work-life balance, right? (Struggling with it yourself? We've got some productivity tips for you.)

The main takeaway here is that your audience may not purchase from you in your pre-launch and launch emails, even though they’re interested in your new product. This makes sending your follow-up emails vital to your business.

While we supply you with follow-up emails to consider, there’s a caveat: Test the number of follow-up emails you send. 

One analysis of over 20 million outbound sales emails found that a follow-up sequence with 1-3 emails returned a 9% reply rate , while a campaign with 4-7 emails pulled in a 27% reply rate.

Now that the caveat’s out of the way, some subject lines to consider for follow-up emails are:

  • Did you hear about [testimonial name]?

  • Here’s how [testimonial name] [results]

  • What if you could [results]?

  • Your questions answered

  • You asked, we answered

  • Here’s your Q&A

    Hey [first name],

    I want to share a quick story with you.

    One of my [customer type], [testimonial name], was [pain point].

    It was so bad that [pain point].

    But, there’s good news: [testimonial name] was able to [results].

    That’s right. And not only was [he/she] able to [result], but [he/she] did it within [time frame].

    Which begs the question, how?

    By [method], [testimonial name] reached [results].

    Amazing, right?

    I’m sharing this because I want you to know that [results] are completely within your reach.

    Just follow in the footsteps of [testimonial name] and head over to [link] to [results].

    See you on the inside, 
    [your name]

And here are a couple follow-up email templates to consider matching up with these subject lines.

Type #8: Testimonial follow-up email

Hey [first name],

I want to share a quick story with you.

One of my [customer type], [testimonial name], was [pain point].

It was so bad that [pain point].

But, there’s good news: [testimonial name] was able to [results].

That’s right. And not only was [he/she] able to [result], but [he/she] did it within [time frame].

Which begs the question, how?

By [method], [testimonial name] reached [results].

Amazing, right?

I’m sharing this because I want you to know that [results] are completely within your reach.

Just follow in the footsteps of [testimonial name] and head over to [link] to [results].

See you on the inside, 
[your name]

Type #9: Q&A follow-up email

Hi [first name],

I see that you haven’t yet signed up for access to [your new product].

Is something holding you back?

I totally get it. If you’re someone who considers all angles before diving into something new, I completely respect that.

This is why I’ve put together this list of common questions that I’ve been receiving. Here they – plus the answers – are:

  • Q&A 1
  • Q&A 2
  • Q&A 3
  • Q&A 4
  • Q&A 5

If there’s something I haven’t covered here, by all means, just hit reply and I’ll answer your questions right away.

[your name]


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Introduce your new products using these four email template categories

Launching new products to your audience is less of a fright when you have a trusty system in place. 

Here’s a recap of how to use our product launch email templates:

  • Always test elements of your email marketing and personalize your emails to match your specific brand and audience.

  • Pre-launch emails build up excitement and anticipation for your new product announcement.

  • Pre-order emails create a sense of urgency, scarcity, and exclusivity among your audience and boost your pre-sales.

  • Product launch announcement emails serve as the big reveal to your new product. They give your brand a chance to shine as a relevant and trustworthy solution.

  • After introducing your new product, send follow-up emails to optimize your sales.

Now that you have a streamlined series of email templates for introducing your new products, it’s time to boost your sales.

P.S.: Have the emails you need, but not the email service provider you’re looking for? Then check out Podia for free today to put these templates to work.

About the author

Cyn Meyer was a content writer for Podia, an all-in-one platform where online courses, digital downloads, and communities scale with their creators. Cyn also enjoys playing music, helping retirees live active, healthy, engaged lifestyles, and hopping into the ocean.