1 Establish Point-of-Contacts for sales related questions (Delivery, product for Internal Launch CO3.0 Release Internal Launch Announcement CO4.0 Conduct .
Whether you are launching a brand new site or relaunching an old one, you want to launch it with a bang and let the whole world know.
Below I have Outlined 11 Tactics to announce the launch of your site and get tons of targetted visitors. As an organic SEO consultant, I have used these tactics to great success for a lot of clients of mine.
Works with New Sites
If you are launching a new site, chances you will be talking about it online even before it is ready for launch.
When you do this, people end up visiting your site.
You can put up a landing page to get email addresses from these people in exchange of being the first to know when you launch.
You will be surprised how many people end up giving their email.
All you need is a good looking landing page in place which tells the people what your product/service is, how it is unique, and how it helps solve a particular problem.
Robinhood, a stock trading app, was able to bag over a million users even before their launch.
This was the simple landing page that helped them do this.
Use a tool like thrive leads to create a great landing page and capture the leads and use an email marketing platform like Getresponse to send emails to your leads.
Works with New as well as Redesigned sites
If you have launched a new website or redesigned existing one, guest posting is something you should definitely do.
What is guest posting I hear you asking?
Well, Guest posting is writing a post for someone else’s blog. The host gets new content for its readers while the guest blogger gets access to the host’s audience.
By sharing your knowledge with the reader, you win their trust (Like I am trying to do here with this post). In the main content and in the author bio, you link to your site so that readers can visit your new site
Even if your site has not launched yet, you can still link to your site with a landing page on it to collect their emails.
Guest blogging will not only help you a reach a huge and engaged audience pretty fast but it will also help you rank your site higher in Google
When you post on others’ sites, you get backlinks from their site and backlinks are the number 1 ranking factor in Google.
And as you might know, ranking higher in Google brings the most targeted customers.
This is why Businesses spending on SEO is about to reach $80 billion by 2020.
You should too with our SEO and Linkbuilding service! (Shameless plug I know)
Works with New as well as Redesigned sites
If you listen to any business podcasts, you might have noticed how the hosts bring in new experts to interview regularly.
And a lot of times, these experts have a new book coming out or they have recently launched a new product or a new business.
By sharing with you insights, these people not only win your trust but also promote their new venture in a non-salesy way.
You can appear on podcasts too which your target customers listen to, share with them some insights and announce the launch of your new site.
You will get a highly engaged group of customers flocking to your site.
This too helps you establish yourself and your brand as thought leaders in your market.
Works with New as well as Redesigned sites
Paying online influencers to promote your brand, product, service, website etc is called Influencer Marketing.
Over the last decade, it has surged in popularity as you can see in this google trends graph.
The reason behind this is the Huge ROI companies are getting from influencer marketing.
More and more people are consuming content produced by bloggers and YouTubers instead of traditional sources of content like the TV and newspaper.
TV and newspapers have huge overheads which is reflected in their advertising rates, however, influencers have little to no overhead and therefore provide a better bang for your buck while providing the same reach.
Here at Attention Always marketing, we do influencer marketing campaigns with a focus on link building so that you not only reach a lot of eyeballs but your site ranks on Page One of google search too for your target Keywords!
After all the purpose of a website to attract visitors from Google and turn them into customers.
Works with Redesigned sites
If you have redesigned your website, you can write a blog post detailing why you did it, what new features have you added to the website and how they benefit the users and readers.
You can then email your email subscribers telling them about the redesign and asking them to come and read the post. You can use a tool like Getresponse for mailing your email subscribers.
This way your users will get immediate value from the new design which is beneficial for both you and your customers.
Works with Redesigned sites
This is pretty common advice but it does not mean it is not important.
If you have a considerable number of followers on any platform, you must post about the redesign atleast 3 times over the span of a week so that you can reach most of your followers.
Works with New as well as Redesigned sites
After you launch your new site, you want to share it with as many people as possible right?
Why not take the help of your team and ask them to share it on the social profile they are the most active on.
An added benefit it when your website gets shared around social networks, google sees that and give you a little SEO boost.
Works with Redesigned sites
If you already have some email subscribers & want to encourage them to visit your redesigned website, you can create an offer and email them about it.
Offers like the following work great:
Works with Redesigned sites
There is no better medium to show off your new wares than Video.
A video is way more engaging than text and gets your point across faster.
The best way to use video to announce your new website is by showing in the video:
Thanks to the Gig economy, what would have cost you thousands of dollars till a few years back will cost you just a few hundred bucks to have a kick ass video with voiceover.
All you need to do then is post the video on your Youtube Channel and promote it using the other tactics mentioned in the post.
Works with New as well as Redesigned sites
If you are a startup, you can submit your new site or redesigned website as Version 2 on Product Hunt, Betalist and Hacker News.
These are upvote based sites like Reddit where users upvote sites/products/services which they find exciting.
If enough people on these sites find your site and what it does unique, you can get thousands of visitors and users in a day.
There are many smaller sites like the ones above from where you can pick up new customers when you launch your new site.
You can outsource the tedious task of submitting to these smaller sites with startuplister for a small fee.
This is the first thing we do when we take on startups as clients as it helps to gain exposure and more importantly backlinks quickly.
Works with New as well as Redesigned sites
If you have launched a brand new site then press releases are one of the most cost-effective ways to get publicity & earn backlinks.
But unlike the good ol’ days, boring and dull press releases don’t make the cut anymore. They get thrown into the trash before you can blink your eyes.
Reporters today don’t want to read a press release. They want to read a Story.
For that, you need a hook, interesting angle and eye catching headline.
Once you have your press release ready, publish it on your company’s blog as a blog post.
Anything else is a just an inconvenient patchwork of email strings, phone calls, and DropBox links.
You can then include this blog URL in your pitches to the reporters. It is hard and tedious work and you better hire a freelancer to do it.
Never use Press release distribution services though. They distribute the news to dummy sites and not real news sites. You will get all these fancy graphs and reports but the ROI is negligible.
Filed Under: SEO
It's all about a proper product launch announcement. Apple evokes anticipation and desire in prospects to buy and use their products. How?.
Building tension before you launch your new product is the best way to trigger the customers’ desire to purchase it. Although you need a long email list to leverage this tactic, it works if it’s done right.
Your launch campaign needs to leverage more channels such as paid and organic social media or PR, but email marketing is also a very effective way of reaching out to the prospects. The people on your email list expect you to share news related to your product. Therefore, there is a big chance they will convert.
Apart from promoting your new product you can also win back inactive recipients. It’s a substantial “side effect” because it’s much cheaper to keep existing customers than acquiring new ones.
A product launch email is an email you send with the purpose of announcing the launch of a new product, new feature, new release, or an upcoming event.
The success of introducing your new product via email depends on the timing. Schedule at least 3 emails and start sending them at least 1-2 weeks before the official launch.
You might use the following product launch email sequence.
The first email of your launch email sequence can be a teaser, and you can unfold the whole deal later on.
If you go for this option, all you need to do is to include the date of the big day when something extraordinary will happen.
Don’t reveal more information yet, but rather grab the attention of the recipients who’d be eager to know what’s coming up.
Include the name and the images of the product, the launch date, and the main benefits. Explaining the value of your product is an essential part of the communication.
Offer an incentive, such as free shipping, a discount, or exclusivity for the Early Birds.
You have to segment your email list based on the recipient’s actions. If they clicked the “Pre-Order” button, they are to be on your product launch email list, for example.
In case someone is interested in what you promote but forgot about it, you can remind them. Thanks to your reminder they can still take advantage of the offer.
Don’t forget to include the social media buttons in the launch email design so the recipients can spread the word about your product.
Below we will show you the best practices on how to design a successful product launch email and what to include in the email copy. In order to create a good email design, we recommend you to use a professional email template designer because of it’s flexible drag’n’drop editor. You can craft a beautiful product launch email within minutes. There are email template builders & designers that you can use for free.
For example, in Chamaileon, you can create product launch email templates that render perfectly on all devices- they are fully responsive. You can create your templates for free in Chamaileon by accessing it here.
While designing a product launch template, you need to follow these best practices:
Inserting a nice HTML color code into your launch newsletter makes a big difference. Grab the attention with this simple method and stand out from the crowd.
Here is how you can change the background color of your email.
Use emotions for your product announcement email subject line. Express your excitement — you can also use emojis to make it more original.
ProdPad used a nice, attention-grabbing subject line in their product announcement email that included an emoji: “Say Hello to New ProdPad: You Asked, We Listened.”
Make it easy to recognize your brand by using your logo and brand colors. Consistency builds trust.
It’ll result in an excellent structure and helps digest the information quickly.
Photos help the recipient imagine and understand the new product.
Insert CTAs in the beginning and at the end of the email. Make it easier to click the button without scrolling up or down.
Try to figure out which message converts better to maximize your efforts.
Allow the customers to share your fantastic deal. You can also use incentives to do so.
Generally, the best product launch email templates use a single column layout only. Its simplicity doesn’t distract the recipient but helps screen the content efficiently.
In Chamaileon, we have professionally designed email templates which you can use as inspiration or just modify them to match your brand or goals by adding your own images and text. You can acess them by registering here for free.
Now, let’s take a look at the examples below.
Without any doubts, Apple is the master of product launch campaigns. Their launch email template is well-designed and straightforward. The high-quality images of the products are beautiful and reflect on quality work.
This product announcement email template was divided into 4 parts where different products were included. Each section included the date of the order and availability.
At the very end of the email, we see some additional information to avoid future disappointment.
The Automation Pro was in Beta, but the founders decided that it was time to release the software officially. The email design included the values and benefits the tool provided.
The users who tested the tool already can learn about the improvements before deciding to upgrade their account.
Benchmark also aims to educate the users about email automation, that’s why they invited them to join their talk.
The reader can actually imagine the smell of the freshly made banana bread or the light summer rain as they read this email. It’s a creative introduction and builds up the tension to know what that smell is.
The tone of Super Team Deluxe is interesting and entices the recipient to read the story. Use this method carefully though. If you aren’t a good writer, you might want to go for a simpler solution.
This fun email template example for announcing the new features of Carbonmade has a cheerful design and simple layout.
Although the email has two sections only, space was used smartly. The visuals help the user to understand the new features that are explained by using a laid-back tone of voice.
This launch email example is a minimalist piece which includes the fundamental information about the product, such as the name and the image of the shoes. At the end of the email, the benefits are listed. It’s a great example of a simple but efficient product launch email.
This newsletter from the founder has a very personal tone and makes the recipient feel like they were old friends.
The founder also wanted to make sure that the early subscribers would get a discount and provided the opportunity to the students to learn for free as well.
This product launch invitation email template shows how you can introduce your product at a special event.
Brother Moto decided to give away the CX1 during the evening. This is a perfect reason to attend the party.
In the case of events, it’s critical to send reminder emails because people get distracted, and they forget about them.
Starbucks updated their app with new features and wanted to encourage their customers to try it out. They introduced the new features by using screenshots and invited them to leave a tip using the application. The tool also makes it easier to track customer loyalty rewards.
Sakara introduced the “Life Source” by describing its values. The drinks are mouthwatering in the picture. (Hopefully, they also taste good.)
Each product has different benefits; the customer can decide which product they want, based on their personal health goals.
The woman doing yoga reflects on balance and peace of mind. The recipient can easily associate herself with this woman.
Combining art and fashion isn’t a new thing under the Sun. Hogarth’s work inspired the new product line.
The visual makes us feel like we are in a museum and that the shoes are works of art.
The recipient can easily navigate to the website by clicking the menu. It’s a beautiful, seamless experience the recipient can appreciate.
This email is an excellent example of leveraging a product launch email sequence. After the recipients voted, Massdrop created their customized keycap set. They thanked the members for voting and showed them the new goodies.
Discovering the customers’ needs is the best way of creating something valuable. If you aren’t sure what your next product should be, use this method.
Peloton was going to launch its new tread, so they sent out this email promoting it. I assume this email was sent to women so they could identify the running woman with themselves.
The design layout is clear, and the copy focused on emphasizing the technology aspect of the product. The customer can also join Peloton’s live classes and feel like a part of an exclusive group.
The announcement of the new video game is very rich concerning visuals. We can have a sneak peek into the game and get to know the hero.
An embedded video helps the player learn about the game and missions. The testimonial given at the end of email can provide the final push to decide to check it out.
Nintendo also came up with a hashtag which would boost their social media account and help build a community as well.
Prezi summed up their story about becoming a great success. They wanted to say thank you for providing the Prezi Next platform for free.
They described how Prezi Next was different and what the features were. At the bottom of the announcement, there is info on a Premium version which includes additional features.
The drawing of the founders gave a personal and friendly touch to the email.
Too many great products have flopped because of a lousy release. After all the work their teams poured into the product, product managers often treat the launch email as an afterthought. Because they know the value of the new version inside out, they presume that users will instantly see its value too. They presume that users will be thrilled to try out this new thing.
Well, that's what Cosmopolitan thought when they tried selling yogurt. And what Coors thought when they tried to sell spring water. In reality, your users are skeptics. They're not going to just blindly try out a new product just because they're loyal customers. You have to prove that you're offering something useful. With an effective product launch email, you can speak directly to your users and show them that you've built something they need, starting with some user onboarding best practices and continuing through the entire user journey.
If you nail it, you'll not only get your users to try the new product, but you'll even re-engage users who were on the edge of churning. Your email strategy will differ, depending on your brand, your product, and your relationship with your users. So while there's no formula for the perfect product launch email, here are twenty great examples from which you can draw inspiration.
A few years ago, Dropbox Pro was little to brag about. Sure, it offered 500 GB of space—half the amount of Google Drive at the time—but it was available for the steep price of $50 per month, or $500 per year. Dropbox shocked all their users when they released their new version. 1 TB of space for $10 per month. With this drop in price, they made their product accessible to far more users. Specifically, it became an enticing offer to more users who were on the free plan. Here's the email they used to promote the launch of the now bigger and cheaper Dropbox Pro.
This is the product launch email that Dropbox sent to non-Pro customers. But the most effective strategy isn't obvious just from looking at the email. The new Dropbox Pro and pricing plan was released in August, this email was sent in November. Yes, it's not the first. Dropbox capitalizes on the opportunity to upsell to its free users even months after feature release.
Recently, Evernote's infamous 5% problem has shown to be the company's greatest weakness. Their product has so many features that many people use only 5% of what Evernote offers. The catch is that it's always a different 5%. This makes it difficult for Evernote to maintain a core identity and advertise a unified goal to all their customers. Evernote has taken this problem and turned it into a winning feature. Instead of trying to be everything to everybody, they're releasing features that work together for specific use-cases of the product. Take a look at this product release email for Evernote's Reminders.
In their release email, Evernote doesn't just advertise the three feature releases, they advertise a workflow that ties the three features together. If all their users integrate this into how they're using Evernote, it'll be a great step towards solving their 5% problem.
LinkedIn's online platform offers users a ton of options. You can keep up with your old colleagues, network, find sales prospects, research clients, and look for jobs. Instead of using a ton of manpower and spending a fortune on development to create a bloated app, LinkedIn opted for something much simpler. They took one of the most popular features of their site—job seeking—and built an entire app around that. Here's their product release email.
LinkedIn knew that job seeking is normally an excruciatingly difficult process, so they emphasized the importance of simplicity in a job app. With their value prop in the first line, the rest of the message uses visuals to prove that applying for a job couldn't be easier. 65% of people are visual learners, and illustrations can help get them to hit the ground running and spare you quite a bit of trouble in the feature onboarding process.
Quip is a collaborative writing app that keeps all your team's documents in one place. But as people have found their checklist and spreadsheet features more and more useful, the need for a separate personal account became apparent. After all, you don't want your dog grooming appointments in the same account as your company's June accounting spreadsheet.Quip's app doesn't offer users a lot of fancy editing options because their mission is to make writing and sharing as intuitive as possible. Similarly, their feature launch doesn't focus on the nitty-gritty details of the new product, but rather focuses on the problem that the product solves.
Quip's marketing focuses on their customers' issues, instead of bragging about their new features. This makes their users feel like Quip is focused on them, rather than shamelessly self-promoting a new product.
Via is a New York-based ride-sharing app that came on the scene a few years ago. For five dollars and some change, you can get anywhere in Manhattan by sharing a ride with people looking to go to the same place. Because of its geographic restrictions, Via is lucky to have a very specific target audience to whom they can speak with directly in their email outreach. When they sent their feature update email, they made sure to include plenty of details that are specific to their users.
Not only did they make it seasonally appropriate with mentions of the holiday weekend, but they colored it with detail from the reader's city. A New York user can relate to the frustration of having to sit through traffic when they could've been taking the FDR highway. By adding in details from the users' life, Via is taking advantage of what's known in psychology as the familiarity principle. Basically, people have a natural preference for places and titles that they've been around. So when they hear familiar highway names, they feel like the advertisement is speaking directly to them.
CloudApp is a product that lets you take screenshots and recordings, and then share them with a team. When they updated their product to include an annotating feature, they faced two issues: 1) annotating doesn't sound all that exciting, and 2) many screenshot apps have overly complicated editing features that users never take advantage of. CloudApp was able to address both these issue with this simple email.
This launch announcement is short, but it definitely packs a punch. By sending a gif, CloudApp shows that their new feature is both easy to use, and has practical purposes. Not to mention they're using their own technology to create this eye-catching tutorial, subtly advertising another one of their product offerings.
Buffer is a social media management platform, but it offers its users much more than just an app. They've created a community hub for marketers and are known for their killer marketing advice. By being totally transparent, they're also able to communicate with their users in a fairly intimate way.Their no-frills product announcements read as a personal email.
Not only does this email, free of fancy graphics and imagery, come across as personal, it also comes across as genuine. By including a transparent disclaimer about the limits of the new feature—highlighted in yellow— Buffer is setting realistic expectations for the new users.
Campaign Monitor is an email marketing tool that helps marketers easily create eye-catching email campaigns. As a company that promises to improve email design, they have high expectations to meet with every single one of their own email outreaches. By dogfooding, Campaign Monitor can show rather than tell about their new product launch. They use their new editing capabilities to put together their email so that the screenshot can speak for itself.
While this certainly interests users who are already taking advantage of all Campaign Monitor's features, it accomplishes an even greater task of reminding users why they signed up in the first place. This product release email effectively shows the application of Campaign Monitor at its best.
Like Atlassian, helpdesk platform Groove also has a customer-centric product development process. They keep track of every feature request in a Trello board, and once they have enough requests, they build it.When it comes to announcing Groove's new products, they go the extra mile and make sure to personally reach out to each user who put in a request. Here's an example of a typical Groove product announcement.
The Groove team keeps a log of the people who requested the feature, and once it's launched, the head of their customer happiness team writes a personal note to let them know that the feature was built with them in mind.On the surface, this product launch lacks many aspects of a typical product launch email—no call-to-action, no feature details, not even a sign-off. But the email is successful because it targets the users that Groove knows are interested, so they don't have to rely on marketing tactics to spark interest.
Canva is a design-made-simple platform for marketers. Their core value revolves around opening up the design world to more people. So when they launched their new iPhone app, they were sure to emphasize the benefits of joining the Canva team.Their email treats users like they're on the in with the Canva design team.
Everyone wants to be the first of their friends to discover a new product, to test the waters for a new technology. That's why people wait in long lines at the Apple store for a product they could easily get a few weeks later. Canva highlights the fact that Canva web users get first dibs on the new product.
Many of the launch emails on this list find sneaky and subtle ways to intrigue users into getting back into their apps, but sometimes cracking open the champagne can work just as well. ProdPad has developed a particular style in its emails—using emojis in subject lines and a peppy selection of links and updates in the body.
ProdPad's firework style works for this launch email because the scale of the update warrants the fuss. It's an all-new version of the product management tool. It shows users that there's a buzz about this new version, by showcasing some of the positive feedback the app has received in the week since it's been live. ProdPad doubled down on this strategy by pairing their launch email with an in-app announcement too. They were able to hit active users and less active users with both email and in-product announcements.
Chubbies is a shorts brand that is defining itself with witty content, viral videos, and community creation. The brand's mission is to start a “weekend revolution,” so with every interaction Chubbies makes with customers, they have to live up to this carpe diem mentality.In this email to email subscribers, Chubbies introduces its new swim suits with typical flair, adding a sneaky first person aside (“Hot damn I love my job”) for a personal touch.
But the main reason this email is so effective is that it splits the launch up into installments. Chubbies announces that they will release new styles “EVERY. SINGLE. THURSDAY.” That's not to give Chubbies more time to organize their new line, it means that the customer needs to stay tuned and check back in to see new styles. By rationing the release out like this, Chubbies turns the new shorts into a rarer commodity. Customers are more likely to open subsequent emails, revisit the Chubbies website, and stay engaged on social media.
Upthere is a cloud storage service that allows you to store, organize, and share all your photos, videos, music and documents with friends and colleagues. Because the crucial core action of Upthere is sharing it with others, the company has dedicated its engineering energy to creating a referral program.
The email works because it succinctly expresses its purpose, and makes it super easy for the user to take action and claim their reward. “Invite friends, get free Upthere,” promises its header. A brief explanation of what both parties have to do to get their rewards follows, and the email is wrapped up with a bold CTA button to give readers the chance to get their value at a single click.
Coinbase is a platform for selling and buying digital currencies, like bitcoin and ethereum. In November 2016, Coinbase unveiled a redesign of its website, but it was more than just an aesthetic update—in fact, Coinbase was redefining its whole offering, becoming a “fully-fledged digital asset platform.”
This email does a great job of drawing users back into Coinbase, because they're not just selling a new dashboard or a faster page, they're presenting a whole new experience that existing users can take advantage of. They've turned from a “simple bitcoin wallet” into a complete platform, with many facets and new tools. In order to really understand what a “brand new buy/sell experience” is like, the user pretty much has to log back in and explore.
Adobe's Creative Cloud has a suite of apps for individuals and creative professionals. At a high price point, Creative Cloud has a lot of free trial users who don't quite get to the conversion stage.
Adobe uses this email to share the news about feature updates that may change the mind of some churned users. Adobe reached out to users who had signed up for a free trial but hadn't proceeded to subscription, offering a reset of the trial period and giving users a chance to try out the new stuff without any further commitment. Knowing that its target audience needs to be sold quickly, Adobe focuses the email only on the most relevant information. The first, bolded line focuses completely on what the user can get out of the update while the rest of the email body goes on to give the user all the links and instructions she needs to take advantage of the offer.
Customer.io is a messaging platform, helping users send targeted, triggered emails to customers. In August of 2016, Customer.io announced its new “Actions” feature, which enables users to integrate Customer.io with public APIs, meaning that actions in other tools like Slack or Trello can trigger actions in Customer.io and vice versa.
This launch email leverages the social aspect of Customer.io.
For customers who have been using the mailing tool in a particular routine, and within their own work silos, this email introduces a whole world of connections, giving them the inspiration to use it in a new way.
Atlassian offers a suite of tools for team collaboration. One of these tools is JIRA, which provides service desk software that companies can set up and make their own to serve their customers. After getting feedback from users, Atlassian knew the feature needed some additions.
Atlassian shows off its customer-centric focus with this email. “We listened to your feedback,” it begins, and goes on to describe the new features—grouping customers, customizing emails, and letting customers control the status of tickets. If you're a JIRA user who has churned because the tool lacked one of these features, this gives specific motivation for re-engaging. The offer of a free trial and a “learn more” CTA then drives any remaining on-the-fence users back into the product to see what they're missing.
Calm is a meditation app. It has free users and paid subscribers and often uses email to try and bridge that gap. In this email, Calm invites its free users into a perk of the paid subscription, the Daily Calm. The email announces the free gift right off the bat to intrigue readers. Now that they've got the users' attention, they announce a new feature launch, a “much-requested” walking meditation, showing that they've listened to users' feedback and requests, and are dedicating their product development to new features users actually want.
A product launch doesn't always have to be front and center of your email. By announcing this new feature that users have asked for, even down in the body of the email, Calm makes their app seem like an ever-changing, customer-centric collection of features, an experience users should subscribe to long-term and not just because of this one-off update.
So much goes into a new app that it can be tempting for companies to describe every nut and bolt in their launch email. But Chase shows that focusing on an update’s top 3 features or benefits makes the message clearer and is inherently more convincing than a long list.
Human psychology shows that when things (especially pieces of language) are arranged in sets of three, they’re naturally more satisfying to the ear and more memorable. The “Rule of Three” is especially useful for banking apps, which depend on customers' trust for their success. If a financial app is confusing or overcomplicated for a second, customers will begin to distrust it. So Chase utilizes a three-part value proposition here, checking off the qualities of saving time, managing spending, and protecting payments.
Reaching out with personal invitations is a great way to get users committed to trying out your new product. For Pacemaker 2.0, a “DJ app” that lets users take songs from Spotify and make mix tapes for their friends, an invited beta trial allowed them to stand out from Spotify and lay the groundwork for quality feedback.
Pacemaker sent this message only to people who had expressed interest in Pacemaker. Either they’d used the original product or they’d exchanged their email for more information at some point. Building on this established interest, Pacemaker's community manager makes it super simple for invitees to reply and also adds an element of urgency, to further convince users that they're getting an exclusive deal.
The element that all these emails have in common isn't apparent at first glance. It's not the copy, or the tone, or even the call-to-action. In fact, it's not visual at all. Every single one of these companies knows its user base and is able to address them directly. Whether that's through a personal email, like the one Groove sends out, or the quirky, well-designed email that Chubbies sends. Put some thought into your product launch email following some of these user onboarding best practices, so that you don't squander this great opportunity to further connect with your users and get them more engaged with your product.
Want help planning the perfect product launch? Try our new Product Launch Planner tool for free!
Product innovativeness was measured using three indicators. years after product launch announcement and seven years after product launch announcement.
In today’s modern world, much of our conversation happens through the medium of email. Whether it is for marketing purposes or for personal use, utilizing email’s power has proven to work better and be more efficient than other communication channels for a multitude of reasons.
Today, we’d like to center our focus around announcement email templates, the sort of which you will often see within the context of business.
What we love about announcement emails is that they are directly related to marketing, but they are also used for internal, company-related matters, such as the promotion or the resignation of an employee.
For that reason, we decided to create an article where you can find templates for all the different types of announcement emails you may need to use. So, let’s get started!
Announcement emails that have the purpose of introducing a new business, allow a company to reach out to an existing customer base instantly, instead of relying on other media sources, such as TV advertisements or printed media.
The prior connection a brand has built with its existing subscriber base can act as an “unfair advantage”, effectively setting them apart from their competition. Keep in mind that business launch emails can be mainly used by two types of businesses:
In this example, we will be using the second (2) case as an example for our templates, since the first is very similar, and better covered, with “product launch announcement emails” (discussed below).
In this example, you can see how effectively ELOQUII is announcing their new store’s location. As you can see, they start by mentioning the area of the new location and follow-up by showing an image that helps their fans refresh their memory regarding all the store locations.
After the announcement of the new store, they make an irresistible offer (free appointment) and add a very strong and visible CTA (Book now).
Of course, you don’t have to be a graphic design expert to get ahold of this one. Mailigen offers a bunch of different templates that you can use to announce your new store location.
Whether you want to make your email stylish in design or keep things simple (text only), the following template can act as a great sample that you can adjust to your needs.
We are excited to announce that, due to our remarkable growth over the last [enter number] of years, we are expanding!
In fact, we are opening a new store in [enter location and specifics].
We invite you to celebrate with us during the big opening day on [enter date]. There will be many exciting surprises, including irresistible discounts.
[Add specific CTA depending on your specific offer, in this example -] If you want to make use of your opening day discount, please click on the button below so we can send you the discount code.
See you there.
Team [name of your brand]
A product launch announcement email is sent with the purpose of announcing the launch of a new product, new feature, new release, or an upcoming event related to a product.
As discussed above, it is a great way for (personal) brands to expose their new product or service to their already existing subscriber database, effectively increasing the traffic to their new store.
In general, there are three main categories in which product launch emails are used. These are emails sent for product launches (such as a new clothing line), software product launches (such as a new SaaS business) or a feature release (an updated version for an intangible product, such as an ebook or software).
It is obviously very difficult to give an example that everyone can identify with when it comes to product releases. After all, depending on the type and niche of the product, one email may look vastly different than another.
In this case, we chose to illustrate an example that represents exactly what a personal brand’s email should look like.
The author of the book is a well-known researcher and nutritionist that has published several books in the past, having amassed a large number of subscribers for his newsletter.
As such, there is no need for exciting intros or overly marketed offers. In this case, the introduction is laid out with more words than you would expect the typical email to have, explaining that the product is a result of prior engagement with his subscribers.
What is impressive here, is that he touches upon the readers’ emotions by donating part of his profits to a charitable organization that speaks to his audience, before moving to the blue-colored CTA.
Above, we gave an example that was simpler than what you might be used to seeing from big brands, especially in its design. If you rather use a more stylish approach, you can always choose from all the templates available in Mailigen.
Remember, not one template can be given for product launch announcement email, so this one may need more adjustments than all the rest. That being said, here is a simple template you can use for your next product launch email.
The new [product name] is finally here!
What makes the [product name] different is [give an introduction to the product and why people may want to buy it]
You can order your [product name] directly from our webstore or find it on Amazon.
[Only add offer if needed] The first 100 people that make an order will receive free shipping.
[Add CTA button]
When it comes to software release announcement emails, the first thing that may come to mind is the release of a new app to an already existing subscriber base. For example, if you are a fitness influencer, you might be thinking about releasing your own fitness application, to help your customers train better and scale your business.
In this case, this email is the one you need to be looking at. Below, we will give an example of Greetings, an existing company that released its own application.
The email starts by instantly letting the reader know what it’s all about – A new application. What follows is a quick intro to the product.
The design of the email, in this specific case, is important, as it gives an insight into what kind of visuals the readers could use for their greeting cards.
Another thing we like in this example is that the company is very specific about the product features and the way it works.
Finally, one can observe that the company hosts two different CTAs, namely “Download Greetings for iPhone” and “Last Button for Holiday Cards.” Companies often follow such a method to test which CTA will receive more clicks and adjust accordingly.
As with the previous template, it is very difficult to offer one template that works for all occasions. You can use the following sample as a foundation that you will build and adjust depending on your product.
We are excited to announce the release of our new app, [name of app].
[1-liner introduction about your app and its function]
In the last few months, we have been tirelessly working to improve our product/service and we believe that [name of app] will help you enjoy your experience with [company name] even more.
So what is [name of app] all about?
[explain the purpose of your app with visuals and in further depth, focusing on the features].
You can download our app directly from the App Store and Google play
[add CTA button to download the App]
The release of a new feature can be a reason for an exciting announcement email. From software companies (SaaS) all the way to gaming companies, improving your offer in any sort of way calls for communication with your fans and/or users.
We chose this feature release email template from Carbonmade, not for its beautiful design, but rather for the simple message it conveys to its readers.
Although the email only presents two areas with text, the fusion of the available space with text and visuals is used in a great way. As such, the users understand the new features thanks to the company’s informal and somewhat “laid back” tone of voice.
When it comes to a new feature release, the way of structuring your email will highly depend on your company’s tone of voice. A very big company, such as Microsoft, will not announce their updated version of Windows the same way a smaller company will introduce an update to its software.
In this case, and to stay in line with the example provided, we will focus on smaller-scale businesses, using a friendly and relaxed tone of voice. You can, of course, adjust this template to your personal needs and add visuals or further explanation if needed. In this one, we kept things relatively simple.
Our new, updated version of [product] is finally live!
We made sure to [give a short intro about what makes the updated version different].
Ready to download the updated version?
Click on the button below to get started!
Pre-order announcement emails are usually sent before the official launch of a product, to create more buzz and gain an initial idea of the orders they will need to fulfill Most of the times, Pre-order emails have the sole purpose of sending the reader to an external landing page where, before placing an order he will have the opportunity to read more upon the product he is interested in.
Apple needs no introduction. This is also probably why this email is barely 20 words in length. When structuring your own pre-order email, and considering your business is not on the level of Apple, you may want to add a little more words than Apple does in this, beautifully designed, email.
As you can see, the example above has two calls to action, with the main focus on the “Pre-order” button. Users can learn more about the product by clicking on the second call to action right beneath: “Learn more”.
Are you searching for a template you could use to create your own pre-order announcement? Then use the following template:
The big day has finally come! We just finished [the product, e.g. finished writing our latest book, and waiting for the editor to go through it].
Before we release the book on [your website] and Amazon, we’d like to reward all our loyal supporters by allowing you to pre-order the book, before anyone else.
[add an element of scarcity, e.g. There will be only 2000 books printed in this printing round, so be fast!]
[Add CTA, e.g. Pre-Order now]
Finally, when it comes to product announcement emails, remember that the three examples above can also be used, with some slight edits depending on the situation, to inform readers about Event or webinar announcements and spot reservations for future sales.
Oftentimes, within a company’s environment, it may be challenging to communicate changes with all employees on the spot. This can be due to the size of the company, or even the company’s policies. As such, oftentimes companies will share important information with their employees through email.
One of these cases is a promotion announcement email, which employees may receive during certain periods of transition. Usually, these types of emails are more formal and, as such, it may be a good idea to make use of a pre-existing template and adjust it to your needs.
As you can see, the email is written in a rather formal way, making it much easier to use and adjust a template for such occasion. The author starts by addressing the totality of the staff, making the announcement in the first paragraph, so that everyone is aware of what it is they are reading.
In the remaining paragraphs, the author compliments the individual that got the promotion, informing the rest of the staff of his achievements and giving a small glimpse into what it takes to get a promotion within the company.
You can use the following template for a promotion announcement.
Dear fellow staff,
I am pleased to announce to all of you that [name] has been promoted to [new role within the company].
[name] has worked here at [company’s name] for [length of time], and was instrumental in [address some important work and/or achievement]. Aside from spending long hours in the office and taking on additional tasks, [name] showed his team spirit by simultaneously helping others improve their work output. We are happy to reward that kind of hard work and dedication.
Please join me in congratulating [name] on this exciting news.
Emails sent out internally, within a company, to announce a new position that is up for grabs, is often referred to as an Open Position Announcement email. If you are a business owner or simply responsible for the task of filling the open position, then this is the email you need to send. Here is how such an email looks like
As most companies choose to keep such emails in their internal servers only, it proved difficult to discover impressive examples that we could show you. As such, we created an example ourselves:
If you have been following the developments within our company, you probably came across our latest job opening. For those of you that are not aware, we are currently hiring an HR manager. This announcement will, on a later date be shared with external sources as well, but we would like to get some eligible candidates from within our company.
If you’d like to get more information on the specific role and get a full description of what our ideal candidate looks like, please click here. If this job role interests you, feel free to send us your CV and give a brief explanation as to why you are the perfect person for this role, by replying to this email.
If you have more questions, feel free to ask Suzan M., who is available in her office from 9.00-11.00.
As you can see from the example above, Maria chooses to introduce the role within the company before posting it to external websites. Her goal is to see at least some people within the company reply to the email, sending their CV. She keeps the email short and adds a link to further information the candidates may need. It is a simple and comprehensive way to get her point across.
And if you are looking for a template that you can use to announce a new, open vacancy within your company, you can use the following example as a foundation.
I have some exciting news for all of you. As of today, there is a vacancy for our role in our [Department] More specifically, we are looking for a new [add job title]. Even though eventually, we plan to publish this job opening to external channels as well, we strongly recommend any current employee who is interested in this role to apply.
Our new [Job_title] will work together with the [e.g. Product Marketing] team and hold main responsibilities related to [mention two or three main duties e.g. Social media marketing]
If you’d like to be considered for this role, you [add requirements, e.g. have expertise in SEO, Google ads and Social media marketing.]
Click here [add CTA linked to the add] for a full job description.
To apply for this role, reply to this email by [date] with your resume and give a short explanation as to why you’re interested in this position.
If you have any questions regarding this position, feel free to contact our HR team [add contact details].
It is quite common, within large companies, to introduce new employees by sending out an internal email to all existing staff. Especially when the role this person undertakes is higher in the hierarchy of the company, it is a good idea to use this strategy so that everyone within the company has a good understanding of the person who will be joining the company. Here is an example of what such an email looks like:
Catherine introduces Ann to all the staff of Mediquick, mentioning she will be the new addition to the customer service team. As you may be able to tell, Ann does not have a high position in the hierarchy of the company. Nonetheless, it is a great way to make everyone aware of Ann, who will now most likely receive a heartfelt welcome.
The sender of the email makes sure to mention that, for everyone who is directly involved and/or has to communicate with Ann on a regular basis, there is an appointed person to help out.
Finally, she shares some personal information to make others find points of common interest and stimulate feelings of socialization to make the new addition feel more welcome in the work environment.
Below is a generic template you can use to introduce a new employee to the rest of the staff. Of course, feel free to adjust according to your needs.
We are pleased to announce that we found the best candidate for our long-lasting open position [enter job position]. We decided to bring [name] to the team as his/her knowledge matches and exceeds the requirements for the role.
[name] has worked in [give a short description of previous roles and responsibilities].
During his/her first month, [name] will be assisting our new hire to learn more about his/her responsibilities, the company culture and the expectations within the company.
We hope and assume you will make the first step and introduce yourself to our new [job role], helping him/her adjust to the pleasant atmosphere of our company as quickly as possible.
The best channel for product and website launch announcement is email. Because your subscribers are already interested in what you're.