Product launch email: best practices with 23 examples

Product launch emails are your chance to rally your audience around something new—whether it's a shiny new product, a feature update, or an upcoming release.

But writing a compelling product launch email isn’t just about listing features. It’s about building anticipation, communicating value clearly, and getting people excited to take action.

In this article, we’ll break down what makes a great product launch email and how to write one that actually converts.

I’ll walk you through real-world examples—including a smart launch from Notion—so you can see what works and how to apply it to your own launches.

The different types of product launch

Soft vs hard product launch: what’s the difference?

A soft launch is like testing the waters—it’s lower risk, lower pressure, and often used to gather feedback or validate assumptions. You might send a teaser email, open early access to a few subscribers, or promote quietly on your blog.

A hard launch is a bigger play: it usually involves coordinated marketing messages, a defined launch date, and a product launch email sequence to current and potential customers. Both can be effective—it just depends on your goals.

Are you still iterating? Go soft. Are you ready to scale and grab attention? Time to go hard and bring out your launch email template.

When to go feature-first vs product-first in launch messaging

A product-first launch email puts the spotlight on the whole product—great for big rollouts, new product lines, or complete redesigns. You’re pitching the big picture. A feature-first approach zooms in on a specific update or improvement.

It’s ideal when you’re building on an existing product and want to encourage engagement or highlight a new capability. If your audience already uses the product, lead with the feature. If you’re introducing something brand new, go product-first.

Either way, your email subject line and email body should clearly state the value—don’t just describe what’s new, explain why your reader should care.

23 product launch email examples from top SaaS brands

Pipedrive

Pipedrive’s AI rollout followed a strategic product launch email sequence. The first email teased new AI tools for sales productivity.

Next, a webinar invite offered a deeper dive — a smart move to explain how these brand new features work and why they matter.

Finally, a more concise announcement email launched the tools with a clear and compelling call to try them, helping current and potential customers understand the value and take action confidently.

Loom

Loom’s product launch emails spotlight new features with flair. One email introduces a redesigned desktop recorder with a teaser email tone and a link to a detailed blog post.

Another promotes Live Rewind, a beta test launch email with a hands-on tutorial. A third showcases precise editing tools in a feature announcement style.

Each email uses a compelling subject line, vivid visuals, and a clear call to action to engage both current and potential customers.

Customer.io

Customer.io’s product launch email promotes a smartly timed webinar to drive engagement with recently released features. Instead of just listing key features, they’re inviting their target audience — from existing customers to curious leads — to learn how to use them effectively.

With a clear and compelling call and a light dose of FOMO (free lunch!), it’s a clever email marketing strategy to increase adoption, spark targeted communication, and boost usage post-launch.

Calendly

Calendly’s product launch email invites users to a live webinar covering their Q3 2024 updates — a smart way to boost adoption of a brand new feature set. By offering a product demo and live Q&A, this email speaks to both existing customers and potential customers.

The friendly tone, actionable CTA, and clear list of key features make it a great announcement email to keep their target audience engaged post-launch.

Beehiiv

Beehiiv dropped a packed product launch email announcing their reimagined Newsletter Builder 2.0 and new Advertiser Preferences dashboard. From customizable templates to better sponsor matching, it’s a solid update for both creators and monetizers.

The email itself was extremely long—arguably two emails’ worth of content—so I’ve trimmed it down here to highlight the key features and keep things digestible. Still, a great example of how to showcase a brand new feature while keeping your subscribers in the loop.

Buffer

This isn’t technically a product launch email, but I couldn’t resist including it—it’s just that good. Buffer turns a simple payment receipt into a moment of brand warmth. With a heartfelt thank-you, a human touch from the CEO, and a subtle link to new feature updates, it’s a mini masterclass in email marketing.

Even without a launch date or key selling points, it grabs the reader’s attention and reminds us how email campaigns can connect, even when they’re just transactional.

Figma

Yes, this one from Figma leans more toward a product newsletter than a traditional product launch email. But it still works beautifully for showcasing multiple new features at once.

The tone is energetic, the visuals are bold, and there's a clear focus on what's new, from Figma Slides coming out of beta to annotation upgrades. This kind of newsletter is ideal for keeping both current and potential customers in the loop—packed with key features, links, and clear next steps, without needing a full-blown launch email sequence.

Miro

This Spring Release '25 from Miro is a masterclass in visual storytelling and clarity. It’s not just a product launch email—it’s a full experience. Bright colors, playful design, and strategic callouts walk you through seven key updates, from beta features like Blueprints to a refreshed design system.

It’s built for current and potential customers alike, packed with value, a compelling subject line feel, and multiple entry points. Honestly? A 10/10 product launch email example that nails clarity, energy, and flow.

MailChimp

Mailchimp nails the visual energy here with an email that feels joyful, vibrant, and action-oriented. While technically more of a feature update newsletter than a classic product launch email, it ticks all the right boxes: a quick video, punchy visuals, and smart feature highlights like promo code support for SMS and flexible import options.

It’s clearly made for both existing customers and new users exploring the email marketing software—a great reminder that even a non-launch email can still build anticipation for what’s next.

Braze

Braze’s product launch email does a great job outlining new features like WhatsApp enhancements and Shopify integration, with clear benefits and a solid call to action. But design-wise, it falls a bit short. The layout feels dense, with minimal spacing and weak visual hierarchy, making it harder to scan.

A more dynamic structure, bolder visuals, and better formatting would help guide the reader’s attention and make this product launch announcement feel more exciting and engaging.

Google Workspace

Google Workspace nails this product launch email with clean design, friendly visuals, and a clear message. It introduces new Google Chat features—like AI-powered boards and huddles—with just the right balance of clarity and white space.

Every section is scannable, each CTA is well-placed, and the visual hierarchy is textbook. This is a compelling product launch email example that shows how to generate buzz and make both current and potential customers genuinely excited.

Right Message

RightMessage tackles the “what should we create next?” problem with the launch of Idea Well—a compelling product launch email packed with value. It showcases key features, explains use cases, and highlights benefits for current and potential customers.

That said, this email tries to do a bit too much. Splitting it into two—one focused on the new feature, the other on the weekly report—would make it more digestible and effective at keeping the reader’s attention.

Cal

Cal.com’s v5.2 product launch email delivers a ton of exciting updates—from Salesforce improvements to a shiny new referral program. Totally understandable for an early product to have this much ground to cover, but this one was so long I had to trim it off.

A better approach? Break it into shorter, more frequent product launch emails. That way, every new feature gets its moment, and readers don’t get overwhelmed halfway through the scroll.

Surfer SEO

Surfer’s February 2025 update email packs in a strong product launch announcement with exciting feature highlights and a solid CTA. The tone is fun and upbeat, and the “Content Optimization Masterclass” bonus is a great add-on.

That said, the layout could use a little breathing room—spacing between sections feels tight, especially around the emojis and bullets. A bit more white space would help each update shine and make the email easier to scan for current and potential customers.

Voiceflow

Voiceflow’s launch email for the new Agent Step is packed with energy and product clarity—it explains the value prop well and keeps copy concise. That said, the design could use a little polish. The visuals feel a bit stark and disconnected from the brand voice.

Some added hierarchy, contrast, and warmth (especially in fonts, spacing, and iconography) could better guide the reader’s attention and make the feature launch feel more exciting and cohesive.

Easy DMARC

EasyDMARC’s product launch email is clear, professional, and highly informative. The structure is solid, and the copy communicates the value of the new feature well. That said, visually, it feels more like a technical changelog than a product announcement.

The layout could benefit from better visual hierarchy, a lighter touch on text density, and more breathing room between sections to keep readers engaged. A slightly more polished, marketing-friendly design would make the new feature shine.

Bonus: product launch email sequence with Notion’s Calendar

Notion’s three-part product launch email sequence for its Calendar is a masterclass in progressive storytelling. Instead of cramming everything into one overwhelming email, they space out their communication and let each message focus on a distinct value proposition. This is how to do product launch emails right.

The first email lays the foundation: it introduces the Calendar and shows how it unifies tasks and timelines—great for users who want context with their commitments.

The second email builds on that by highlighting the desktop app, offering a smoother workflow without switching tabs.

And finally, the third email dives into powerful features like built-in scheduling and time zone views—practical details for power users and teams.

Each email is visually clean, easy to skim, and packed with real screenshots to build trust and familiarity. Notion also wisely includes CTAs throughout without sounding salesy, giving users the option to engage further without pressure.

To build a successful product launch email sequence, take this same approach:

1. Break up your announcement into themes.
2. Lead with benefits, follow up with features.
3. Space out emails over several days to maintain interest without fatiguing subscribers.

Notion’s rollout is a great reminder that launch emails aren’t a one-and-done—they’re a thoughtful sequence that builds momentum.

What we can learn from these product launch email examples

Consistency in branding and tone across emails

Your product launch email campaign shouldn’t feel like it was written by three different people on three different days. From the email subject line to the CTA button, tone and visuals should be aligned.

Think of your emails as a conversation—consistent voice builds trust and makes your marketing messages more memorable. Especially in a product launch email sequence, keeping your tone on-brand helps users stay engaged throughout the rollout.

Using visuals and GIFs to boost excitement

💡 Want to grab your reader’s attention fast? Use visuals strategically. Screenshots, animations, and short GIFs can demonstrate key features in action and make your launch emails feel dynamic. They’re especially helpful when introducing a brand new feature—users can see it, not just read about it.

But don’t overload your email body with motion. One or two well-placed visuals can do more to build anticipation than a block of dense text.

Leveraging customer benefit over feature dump

Here’s a common pitfall: listing every key element of your new feature without explaining why it matters. Great product launch emails flip that. They focus on the outcome—what the user gains, not just what’s new.

Instead of a long list of technical changes, frame your updates around real benefits: faster workflow, more control, better results. Your email marketing strategy should always connect features back to the problems they solve for your audience.

How to craft the perfect launch email template

Short-form vs long-form: which product launch email template converts better?

It depends on your audience and what you’re launching. Short-form emails are great for brand new features—quick, scannable, and straight to the CTA.

They’re ideal when your audience is already familiar with your product range. Long-form emails work better when you’re educating your readers or pitching a larger product launch campaign. These give you room to explain benefits, include visuals, and build trust.

Want the best of both worlds? Start short, link to a blog post or landing page with all the details, and let readers decide how deep they want to go.

What every product launch email template should include

A strong product launch email template hits a few non-negotiables. Start with an attention grabbing subject line. Your email body should introduce the product or new version, outline key features, and make the benefits obvious.

Use bullet points if it helps with clarity. Add a visual if it makes the message stronger. And always, always include a clear and compelling call to action. For bonus points, segment your email campaigns by user type—existing customers might care about different things than first-time visitors.

Whether it’s a pre launch or post launch email, clarity and value should lead the way.

Subject lines that make your announcement email stand out

Your email subject line is the first (and sometimes only) thing people read—so make it count. Great announcement email subject lines are specific, relevant, and emotionally engaging.

Use urgency sparingly ("Now live!") or curiosity (“We’ve just made scheduling 10x faster”). Personalization can also boost open rates—especially if paired with a known product or feature name. Avoid vague or overly clever lines that don’t convey real value.

The goal is to stop the scroll and earn the click, so think about what would make you open your own product launch email.

The psychology of excitement in announcement emails

People don’t get excited about features—they get excited about what those features do for them. That’s the psychology you want to tap into in your product launch announcement. Use language that frames updates as opportunities: “Save time,” “Get more done,” “Create with less friction.”

Emojis, GIFs, and bright visuals can help, but it’s the messaging that carries the emotion. Highlight key features with benefit-driven copy and a tone that feels upbeat, confident, and clear. The goal of your email campaigns isn’t just to inform—it’s to energize and activate your target audience.

Segmenting your target audience for smarter email campaigns

Why segmentation matters in SaaS product launch emails

In SaaS, user needs vary widely depending on role, usage patterns, and plan type. That’s why segmentation isn’t optional—it’s essential. A product launch email that excites a power user could overwhelm a new trial user.

Segmenting lets you tailor not just the messaging, but also the launch email template design, timing, and CTA. For example, potential customers might need more context about your existing product, while satisfied customers are ready for deeper feature walkthroughs.

Segmentation helps you highlight key features and benefits based on what matters most to each group, improving engagement across your email campaigns and increasing your chances of a successful launch.

Tailoring messaging based on user behavior or plan

Want to level up your product launch email? Start with behavior-based messaging. Look at how users interact with your app—have they explored the feature you’re updating? Have they logged in recently? Use that data to send smarter, more relevant marketing messages.

For example, highlight a brand new feature differently for users on a free plan vs. those on premium. Or trigger follow up emails for those who haven’t tried the update yet. The more tailored your email body and timing, the more effective your product launch campaign becomes.

Behavior-driven email marketing turns one-size-fits-all launches into thoughtful, high-converting experiences.

Launch email templates for every stage of your rollout

Email templates for early access invites

Your early access invite email should feel exclusive and exciting. Use a good email subject line like “Want to be the first to try it?” or “Early access just opened.”

In the body, explain the value of joining early and what users can expect. Keep the tone welcoming and the CTA simple. These pre order emails or invites can also be great for collecting valuable data ahead of your full launch.

Email templates for launch day itself

The launch day email is your big reveal. Your email subject line should be bold and clear—this is the time for “It’s here” or “Introducing [Feature Name].” Focus the email on the key features, the benefits to the user, and a standout CTA. Keep things clean, energetic, and easy to skim.

You can also link out to a blog post or product demo for those who want all the details. This is where your marketing process pays off.

Email templates for post-launch follow-ups

Don’t ghost your users after launch day. A well-timed post launch email can drive adoption, answer questions, and surface hidden value. Include relevant details like updates based on feedback, usage tips, or reminders to try the feature.

These emails are great for re-engaging existing customers who haven’t explored the new feature yet. Keep the tone helpful and supportive. A follow up email shows that your email marketing strategy extends beyond hype—it supports users long after the confetti drops.

Early access to beta test launch email

What makes a great beta test launch email?

The best beta test launch emails balance clarity, excitement, and transparency. Start with a compelling subject line that makes recipients feel like they’re getting something special.

💡 In the email body, explain what they’re getting access to—what problem the new feature solves, what’s new compared to your existing offerings, and why you’re inviting them. Add any important limitations (e.g., limited spots, feedback requested) and a clear and compelling call to action.

Keep the tone welcoming—this is about collaboration, not perfection. Bonus points if

Building FOMO with early access email exclusivity

FOMO is your friend when it comes to early access invites. A great email marketing strategy for these emails leans into exclusivity—language like “you’re invited,” “limited access,” or “first to try” triggers curiosity and action.

Your email subject line should feel personal and time-sensitive, while the email body should hint at the value and outcomes of using the new version or brand new feature early. Include subtle social proof (e.g., “hundreds already signed up”) to add urgency without being pushy.

These pre launch emails don’t need to spill all the details—just enough to generate buzz, make users feel special, and get them excited for what’s coming.

Nail your launch date with an email strategy that actually excites users

Your launch date isn’t just a day on the calendar—it’s your moment to connect, convert, and create momentum. A strong email marketing strategy ensures your launch emails aren’t just announcements, but real opportunities to engage your target audience.

From early access invites to post launch emails, each message should feel intentional, timely, and valuable. The goal? Make your current and potential customers feel excited, informed, and ready to take action.

Need help crafting your next product launch campaign?

If you’re staring at a blank screen wondering how to turn your big feature drop into a high-converting email campaign, I’ve got you.

At Digi Storms, I help SaaS founders and teams create smart, engaging email strategies that activate users and keep them coming back. Whether you’re announcing a new product, rolling out an update, or planning a launch sequence, I’ll help you hit the right tone and timing.

Ready to turn your emails into results? Book a free strategy call and let’s make your next launch your best one yet.