email marketing for virtual product launches
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Best Practices to Leverage Email Marketing for Your Virtual Product Launch

One of the biggest concerns of most marketers related to new product launches is how to attract maximum people to the new products and services and make the product launch successful. There are plenty of channels to communicate with your audience and promote your product launch, such as PR, social media, ads, blog promotion, and others. One of the most effective avenues to channelize your product launch is email marketing. Email marketing will enable you to connect with both internal stakeholders and customers with carefully planned and designed product launch emails. Here we have broken down the best techniques with examples on both internal and external product launch emails. Let us begin…

Internal Product Launch Email

Use internal product launch emails to connect with internal stakeholders of your company. You can schedule these emails on either the day of the product launch, or days before your product launch is scheduled. The internal product launch update email is best shared with internal stakeholders like designers, product managers, product marketers, and social media marketers, email marketing teams, PR, and others. Craft well-designed internal product launch emails which must inform stakeholders of the necessary product information and content including the following – 

What Is the Product?

Inform your internal product launch email recipients of basic details about the product such as, what the product is called, the basic functionalities of the product, the timeline of the market release of the product, the price point, among many others. The product information should also include one or multiple product images to give visual cues about the product.

Product Features and Functionalities

Inform the recipients about how the product works by sharing detailed information on the features and functionalities. You can also include an overview, or the step-by-step guidelines on how to use the product, how users can sign up for the product or services related to the product. Also, include any usage limitations and answers to frequently asked questions that can guide your product marketers, customer support reps, and sales reps to promote and pitch the product effectively.

Target Consumers of the Product

Clearly define the targeted customer base of the product. If it is a product upgrade launch, how can users access and buy new sets of features and functionalities? This part is especially relevant for language-specific or country-specific services or products.

How and Where to Seek Answers?

This section of the email should include where and which person customers should reach out with their product queries. Include the name and the contact details of people or team members to reach out with queries about the product during the launch and promotions.

Also, you need to include links and plugins to encourage internal stakeholders to share and distribute the product launch details via social media or email channels. Incorporate ready to share text with links that can be instantly shared without requiring them to add their own inputs.

Once you have readied your email with this information, schedule the emails for regular and timely delivery of the emails till the official product launch day using a marketing automation platform. Provide adequate information readers with actionable steps on what has happened since your last email, what needs to be done, and whether or not you’re on track for launch.

Here are the steps and ideas on how you can create your internal product launch emails:

Subject Line and Preview Text:  

Make sure the product launch email subject line is within 12 words. Check out the list of examples below.

  • It’s Time! [Your Product Name] is launched and now live. Click to know more!
  • We’ve just launched [Your Product Name]. What do you think? We need your feedback.
  • Finally, [Your Product Name] is here and waiting for you!
  • [Your Product Name] is just launched today. Everything you want to know.
  • Everything you want to know about our newly launched [Your Product Name].
  • [Your Product Name] is live today. Can you help us spread the word?

Major Updates:

List all the major updates that may occur from previous emails until the product launch such as, all the bugs that were fixed, changes in and approval of final designs, and many others.

Resources and Links:

Include URLs of all the resources and documents involved, including the promotion planning, campaign performance spreadsheets, and any other resources to be used for reference.

Progress and Goals:

Remind all the team members about the campaign goals by clearly stating the status updates on all activities that are complete, lagging, or exceeding.

Questions or Comments:

Ask your product launch email recipients to share feedback, comments, and inquiries about the product directly with any questions.

External Product Launch Email

After outlining your internal product launch emails, it is time to share the news with your targeted audience by creating external product launch emails. Define a list of customers and in your CRM who are anticipating your product or may benefit from your new product. Create segments of all these defined ideal customers into specific groups based on their specific demography, behaviors, and other factors. Instead of sending blast emails to all the prospects and customers, create personalized emails for every segment of customers, for every stage of the customer journey. Thus, you can prioritize and personalize external product launch emails for contacts.

Here is an outline of product launch emails you can send to your defined list of customers and prospects and encourage them to know more or buy the new product.

Email Subject Line.

Similar to internal product launch emails, limit the subject line within 12 words. The following is a list of examples to attract buyers with your emails:

  • Newly launched [Your Product Name] is the solution for your [name a problem to solve]
  • [Your Product Name] is here to bid goodbye to your [name a problem to solve]
  • Just launched [Your Product Name] is what you need to solve [name a problem to solve]
  • [Your Product Name] is finally launched. Check out how to get it.
  • Facing a problem [name a problem to solve]? Use [Your Product Name] to see what it can do [name a problem to solve]
  • Finally! This is what you needed to your [name a problem to solve]
  • Meet [Your Product Name]: The key to end all the [name a problem to solve] blues


Do not forget the greeting! Your customers may receive a bunch of emails of similar products or services – so, start your product launch email with the launch news straightaway including words like “big news,” “new,” “newly launched:, “now available” along with a quick, brief overview of the name of the product and what it does with the product image.

Product Details:

Provide a detailed product update and summary about the product, including what it is, why it was created, problems and challenges it is designed to address, and how it can solve the problems.

Main Features:

Make a list of all the main features and attainable benefits of the product. It is better if you can include a video of a product demo or a whiteboard video of how the product addresses and solves the issue better than similar products.


Do not forget to include a call-to-action which will encourage your subscribers to take the intended actions such as sending you a reply, ask you questions about the product, signing up for a product demo, visiting the new product on your website, clicking a link or sharing the email address to obtain an exclusive offer and many others.

Create a sequence of emails to better target your customers and nurture them with a series of solutions and guides on your new product to create more opportunities. Here is the series of emails you can send to build up your customers gradually’.

Pre-Announcement Email

Schedule this email when you feel your new product is in the right place to announce the retail launch date. Include basic functionalities and features of the product along with an expected time frame of release. But, do not announce the official launch date until you are confident about the intended timeline,

Follow-Up Email

This follow-up email should be targeted to people who are genuinely interested in your product but have not followed after your first pre-announcement email mail. Remind these contacts on how they can benefit from the new product and that you are excited to hear from them.

Product Launch Email

This is the official product launch email after these two aforementioned sets of emails. You can include the information and content outline we have stated earlier in this email and pick a subject line to attract your contacts for your new product. Make sure the content you share in your announcement email is concise and precise. At the same time, informative with actionable call-to-action to encourage them to take the next step.


Do you need help with your next product launch emails and maximize the campaign performance? We can help you with automation and personalization of your product launch emails with marketing automation for increased conversion – to find out how you can reach out our certified email marketing experts via the chat box below, the contact us page, or email or simply DM our social channels: Facebook, Twitter, or LinkedIn.

It takes a simple ‘Hi’ to take you a long way in scaling your marketing process and targeting thousands of people while saving tons of resources and money in manual processes.