Beefree blog

4 Strategies for Product Launch Emails that Convert

Dalila Bonomi
Dalila Bonomi
May 25, 2023
4 Strategies for Product Launch Emails that Convert
4 Strategies for Product Launch Emails that Convert

A product launch is the culmination of months or years of intensive work by multiple departments and teams, and making that product successful is a challenge.

In fact, about 95% of new products released will fail. Your product launch email campaign can play a big role in whether your launch sinks or swims.

So, how do you make every new product email count? You learn from the experts ;). We’re highlighting some particularly effective product launch emails and sharing key insights about why they work (and how you can use that wisdom in your campaign).

How email marketing can support a successful product launch

Email marketing can be a critical component of your product launch marketing campaign because it reaches people who are already engaged with your brand. After all, they’ve already given you their email address.

Through the use of strategically timed email sequences of various types of product launch emails like feature announcement emails, pre-order emails, and launch event invitations, you can generate interest in an upcoming product and prompt customers to buy as soon as the product launches.

An effective product launch email should include several key elements:

  • The product’s name so customers know that this is a brand-new product
  • A brief “pitch” that tells customers what’s unique and amazing about this new product
  • Attention-grabbing images to give customers a sneak peek into the new product
  • A prominent call-to-action like a “buy now” button that takes customers directly to the product page, making it easy for you to capitalize on quick decisions and in-the-moment excitement for the product

New product announcements vs. product launches

A new product announcement is one of the first ways you’ll market an upcoming new product. It’s all about generating interest and letting customers know that there’s an amazing new product coming their way. Just like movies have trailers months before they’re released, product announcement emails are the “trailers” of the product world.

A new product launch email, on the other hand, is the email you send out when the product is officially released to prompt customers to follow through and make a purchase.

If the product announcement email is the trailer, the product launch email is the email that allows people to buy tickets to the movie. This email is all about driving sales. While product announcement and product launch emails each have their own purposes in a product introduction email campaign, each one makes the other more successful. They’re part of a cohesive campaign to hype customers and get a flurry of launch-day orders.

How to design product launch emails that convert

What does conversion look like for a product launch email? It depends on where this particular email falls in your launch campaign.

Depending on where you are in your product launch, a successful conversion could be:

  • Buying the new product
  • Pre-ordering the new product
  • Signing up for product updates
  • Signing up for a giveaway of the new product

How you reel in those conversions, on the other hand, is more complex. It’s a matter of factors like your subject line, the email’s timing, understanding what appeals to your audience,  and more.

A well-constructed, conversion-minded product launch email needs to bring all these strategies together.

1. Encourage continued engagement

Opt-in emails are emails that allow and encourage readers to sign up for specific mailing lists or notifications. In the case of a product launch, for example, you could invite people to opt-in for updates about the new product.

In order to support a product launch, you want as many people as possible to be in the know. A few weeks before the launch, offer an opt-in deal.

If your product or service has a premium option, encourage your readers to sign up for it. Explain that this is how they can stay up-to-date on all the exciting stuff you’re doing, helping them stay in the know before the general public — and then make good on that promise by providing a sneak peek at your new product.

Alternatively, you can offer an opt-in just for details on the launch rather than as part of a premium service, as Ruggable did here.

Subject line: Something a-DOOR-able is coming… 

Image says: "Door doesn't care" something a door-able is coming. Sign up to be the first to know.

2. Spark curiosity

When it comes to information about an upcoming product, sometimes less is more. It’s strategic.

When you have a product launch coming up, consider sending mysterious product emails - teaser emails that tell customers that something big is coming but don’t tell them what it is.

Designing a cryptic email, teasing that something big is in the works (i.e. your new product) but not yet divulged, is a great way to draw interest.

If you’re planning to send more emails in your product launch email series, send this mysterious email a couple of weeks prior to launch. Otherwise, you can send this email whenever you want.

Huda Beauty kept things puzzling with this product launch email showing a blurred-out version of its new product.

Subject line: Something NEW is coming

Huda Beauty mysterious product launch email. Image reads "something new is coming"

This tactic can be valuable when you want to start generating interest, but your product still has some details to work out.

It serves a double purpose in that case: beginning to build interest without making any commitments you may not be able to keep.

It’s also beneficial if you’re in a highly competitive market and you don’t want your competitors to know what you’re working on until it’s released. Even if it isn’t a priority to be secretive about your new product, the mysterious aspect can generate serious buzz.

It’s especially helpful if you have a sizable following because people will be chatting with each other about what the announcement could be.

3. Capture sales from early birds

A preorder email is an email that allows customers to pre-purchase the new product before it is launched. This allows customers to ensure that they’ll get a product from the first release in case the product sells out, and it allows you to capture sales in advance and gauge interest in the product.

About a week out from launch day, consider sending a preorder or early-bird-access email so your loyal customers can get a jump start on their shopping. Of course, sending a preorder email means you’ll need to announce what your new product is before launch day — and that’s completely fine, as long as you save some of the juicy details to create more hype.

A preorder email should generate excitement about your new product, using sensational language to explain the product’s features and benefits. Testimonials help, too — like Food52 added here.

Subject line: Our Five Two wooden spoons are nearly here — preorder now. 

Five Two product launch email

Make sure to be clear about the terms of the preorder too, such as whether customers are paying the full amount now or whether their credit card will be charged when the product ships.

You also need to make it clear and easy for customers to make their purchases, such as with a prominent “preorder now” button that takes them to the preorder purchase page.

5. Don't forget the follow-up

Follow-up emails after your product launch are an important part of your launch campaign. Sent a few days after your product launch, these emails keep the conversation going and can keep the orders coming in too.

You have several options here: You can ask happy customers to leave reviews on your website or a third-party platform. You could solicit user-generated content, asking for photos of people using the product. Or you can find a fresh angle to explain how great your product is.

Even after launch, keep riding the excitement your campaign has generated to stay on the top of readers’ minds.

Product launch best practices

It’s launch day, and that means it’s time to send a great product launch email! The goal is to generate a sense of excitement around the product and prompt customers to purchase.

Remember when you kept a lid on some of the details in your pre-order email? Now is the time to pull out all the stops and really explain what makes your product shine: How is it different (and better) than comparable products? Want to give your product launch email the best chance to drive conversions? Follow these tips:

  • Lead with an attention-grabbing subject line, like “It’s here!  has dropped, and YOU can get one!”
  • Put the key information above the fold (meaning that people don’t have to scroll down to see the most valuable details
  • Create a visually prominent, easy-to-find call to action, like a button that says “order now.”
  • If you have this data available, include the recipient’s name in the subject line or body copy to personalize it and grab their attention.
  • Include high-quality photos throughout to really make your product shine.

Launch your next product with ease

Your product launch isn't just about creating conversions. Use your product launch email series as a starting point to cultivate a sustained conversation that you can continue long after your launch is over. By thoughtfully crafting your series of emails, you'll be able to communicate your brand value.

Ready to create your own product launch email sequence? Beefree's set of product launch email templates are perfect for announcing new products. Each one can be edited in a few clicks to feature your brand visuals and make your new product stand out.

Editor’s Note: This post was updated on December 2024 to ensure accuracy and comprehensiveness. 

Email strategies you’ve likely heard of but haven’t implemented yet

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Feb 5, 2025

How to Leverage Email Campaigns to Gather Sincere Product Reviews

What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns. Keep reading to learn how!
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Jan 22, 2025

How Beefree is Helping Email Makers Scale Their Production

2024 was a banner year for email markers everywhere. From sleek newsletters to interactive promos, you flexed your creative muscle to new heights and did it with a level of speed and efficiency that made crafting award-worthy emails look easy. Let’s dive into the numbers, trends, and stories that made this year unforgettable for email makers like you.
Beefree team
Jan 6, 2025

Email strategies you’ve likely heard of but haven’t implemented yet

While email marketing has come a long way and is changing faster than ever, there’s only so much you can do within 600x1,500 pixels. However, there are no limits to where your creativity can take you. 
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Now, let's be honest—you’ve likely heard about all of these rotating for the last few years. While email marketing has come a long way and is changing faster than ever, there’s only so much you can do within 600x1,500 pixels. However, there are no limits to where your creativity can take you. 

Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

How to Leverage Email Campaigns to Gather Sincere Product Reviews

What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns. Keep reading to learn how!
Beefree team
Beefree team
22 Jan
2025

What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns.

Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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