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Ultimate Guide to Launching a New Product Line With Email Marketing

Give your new product line a strong start with the power of email marketing.

Jameela Ghann
By Jameela Ghann
Lucia Gcingca
Edited by Lucia Gcingca

Updated December 4, 2023.


Email marketing is an ROI goldmine, with studies showing an astonishing average of 3600%. This isn't just a figure but a testament to the unparalleled potential of email marketing in the digital communication sphere. And when it comes to product launches, reaching this level of engagement can be the difference between success and mediocrity. Below, we look at:

  • Why you should use email to launch a new product line
  • How to build an email list for your campaign
  • How to put an email marketing strategy together for your new product line
  • What to include in your email to your customers
  • How automation can make email marketing easier

Meet the Expert

Jameela Ghann is a seasoned online store owner with over a decade of eCommerce experience. Apart from running Alora Boutique, she's also the marketing manager for Fera Product Reviews.

Why use email marketing to launch a new product line?

An effective product line launch largely depends on building a buzz that deeply connects with your target audience. This is where email marketing truly shines. It's direct, personal, and, when executed correctly, proves to be incredibly effective.

Email marketing offers the following benefits:

  • Audience engagement: Email subscribers actively anticipate your updates so that you can establish direct communication with an attentive audience.
  • Unique personal touch: Unlike social media, email allows for personalized product launches. You can build excitement, anticipation, and even loyalty by sending your subscribers sneak peeks and exclusive offers directly.
  • Cost-effective: Unlike other advertising channels, email marketing enables you to reach a broader audience without extensive ad spending.

» Follow these steps to create a successful email marketing journey.

Effective strategies to build your email list

Before launching your new product line via email, you need to build an email list. Studies predict that the number of email users is set to reach an astounding 4.73 billion users by 2026. This means that building a robust email list will work in your digital favor for years to come. However, you should focus on nurturing a community of engaged subscribers who genuinely connect with your brand. Here are ethical and effective strategies to help you grow your email list with high-quality leads:

  • Building a loyal customer database: Add your existing customers to your email list. They're already familiar with your brand and more likely to engage with your emails.
  • Lead magnets: Offer something valuable in exchange for email subscriptions. This could be a discount on the first purchase or a free downloadable resource like an e-book, recipe guide, or informative PDF related to your products or services.
  • Opt-in forms and popups: Place opt-in forms and popups strategically on your website. These can trigger based on user behavior, such as scrolling or visiting specific pages. Ensure the popups are not intrusive but compelling enough to encourage sign-ups.
  • Referral programs: Encourage your current subscribers to refer friends and family in exchange for discounts or rewards. Word-of-mouth referrals can be a powerful source of new subscribers.
  • Content marketing: Incorporate opt-in forms within your blog posts and content. Readers will likely subscribe for further updates if your content is relevant to your products or services.
  • Social media promotions: Leverage your social media presence to promote your lead magnets. Create engaging posts or reels that encourage users to subscribe in exchange for valuable content or secrets related to your niche.

» Learn how you can improve email engagement.

4 steps to plan your product launch email marketing strategy

Now, you need to focus on crafting your product launch email marketing strategy. This will be the compass that guides your journey to success.

1. Define clear goals

Are you seeking customer feedback, creating buzz, generating user-generated content, or aiming for sales? Clearly defining your goals is essential to guide your strategy, help you measure success, and ensure your messages hit home.

2. Carefully select your KPIs

Select the key performance indicators (KPIs) that will gauge the success of your product launch campaign. Will you track open rates, click-through rates, or specific purchase targets for your top customers?

3. Segment your email list

Categorize your subscribers based on factors that align with your campaign goals. Consider elements like purchase history and engagement levels. Although demographics can be handy in certain cases, prioritizing segments directly related to your product launch objectives ensures a more targeted approach.

4. Create personalized content

Tailor your email content and offers to each segment. Personalization maximizes engagement and helps you achieve your business objectives effectively.

I truly can't overstate how much personalized content works wonders, with 71% of customers engaging better with tailored emails.

Use smart tactics like geographic relevance for local appeal and past purchases for recommendations. These boost engagement and brand connection, especially during product launches.

How to craft the perfect email for your product line launch

Finally, you can compile the actual product launch email. Make sure to pay special attention to your subject lines, content elements, and storytelling elements.

Come up with compelling subject lines

The importance of email subject lines cannot be overstated, especially when optimizing your email marketing for product releases. Begin by creating intrigue to capture your subscribers' attention. Compelling titles like "Discover Seven Must-Try Styles" can pique interest and boost open rates.

You can also leverage tailored messaging to show your audience you appreciate them. Address subscribers by their first name or reference their city to add a personal touch to your emails. Lastly, carefully using phrases like "for a limited time" can create a heightened sense of urgency, enticing recipients to take immediate action.

Woolworths and Greeting Island use puns to promote their new seasonal products in email subject lines.


Subject: Good… Better… Zest 🍊

Example email from Woolworths launching a new seasonal product

Greeting Island

Subject: Little Pumpkin on the Way? 🎃

Greetings Island email example of launching new seasonal products

Use the right content elements

The potency of launching a new product via email lies in its content, and the best way to start is by making sure you're using the right elements. Here are some key email content elements you can use:

  • Pre-header text: Pre-header text appears just below the subject line. Use it to provide additional context or tease the email's content, making subscribers more likely to open it.
  • Strong call to action: Your email should have a clear and compelling call-to-action (CTA) button, such as "Shop Now." Make it easy for subscribers to take the desired action.
  • On-brand content: Maintain consistency with your brand's style and messaging throughout the email. Subscribers should easily recognize emails from your brand.
  • Dynamic content: Consider including dynamic content, like customer reviews or testimonials, especially if they showcase the product's appeal and popularity.
  • Visuals: Include stunning visuals related to your product launch to capture attention and generate interest. Ensure your email design is visually appealing and on-brand.

Zoom has recently introduced a new AI companion feature to its users.

  • Subject: Introducing: Zoom AI Companion
  • Pre-header text: Unlock your potential with our new AI assistant
Infographic showcasing the key elements of a successful new product launch email from Zoom

Create content that tells a story

Stories resonate universally, connecting us through shared experiences, emotions, and aspirations. That's why storytelling is immensely impactful when done right. Here are some great tips to help you captivate your audience:

  • Customer-centric storytelling: Tell your customers why you decided to create the product and how it solves their problems. Make them the heroes of your story.
  • Language and emotional appeal: Use language that resonates with your target audience and highlights the emotional benefits of your product. Help your subscribers see why they should care about your product.
  • Visual storytelling: Showcase your product in real-life scenarios. Visual storytelling helps customers envision themselves using your product. Include images or descriptions that evoke a connection with the product.
  • Authenticity: Stick to your brand's authenticity and avoid making up stories. Use real stories that relate to your product's origin and purpose.
  • Combining information and persuasion: Strike a balance between providing information about the product and persuading subscribers to take action. Organize your content logically and tell a compelling story.

Grammarly places focus on the customer and the benefits they can get from using its premium service.

Infographic showcasing Grammarly's product launch email example

How to use automation to streamline your product launch email campaigns

You can use automation to maximize the impact of your email marketing campaigns. These strategies can help to ensure each subscriber is on a journey that aligns with their interests and behaviors:

  • Welcome sequences: Set up an automated welcome series for new subscribers. It kickstarts engagement and maintains their interest in your product launches. Email marketing is a marathon, not a sprint, and nurturing leads from the get-go is key.
  • Segmentation: Automate audience segmentation, ensuring seamless movement in and out of segments. Our email marketing packages include audience management resources to help you streamline this process.
  • Abandoned cart recovery: Implement a robust automated abandoned cart recovery email sequence. Most email service providers offer this feature to help you recover these sales.
  • Post-purchase interaction: Create automated post-purchase email sequences. Ask for reviews, provide care instructions for the purchased product, and engage your loyal customers.

» Here's how you can create successful email campaigns with ChatGPT.

Make the most of your product launch

Launching a new product line is a pivotal moment, and email marketing can be your strongest ally on this journey. Every email sent is an opportunity to connect, engage, and convert. And with Mayple—your go-to for connecting with top marketing pros— you can make every email count.