Product Launch Email Generator
Write the emails around a launch: a coming-soon teaser, the sneak peek or early access, launch day and a follow-up that answers questions.
The launch sequence
| Send | Job | |
|---|---|---|
| Coming soon | 7 days before launch | Something new is coming, and when. The problem it solves, but not the full reveal. |
| Sneak peek | 1 day before | The full reveal: what it is, who it's for, what's different |
| It's here | At launch | The product, two or three specifics, the price and any launch offer |
| Follow-up | 3 days after, to people who haven't bought | Answers the questions people ask about something new |
With Early access for subscribers, the sneak peek becomes “Early access is open”. With Pre-order, it becomes “Pre-orders are open” and states the expected ship date and when customers are charged.
Launch types
- New product: leads with the problem it solves.
- New collection: several products, grouped by who they suit.
- New version: says exactly what changed, using your details.
- Limited edition: says it's limited, with a quantity only if you give one. No “selling fast”.
The emails never invent early reviews, waitlist numbers or sales figures. If you have real ones, add them to the main box.
Pre-orders and ship dates
In the US, the FTC's Mail, Internet, or Telephone Order Merchandise Rule covers pre-orders. You need a reasonable basis for the ship date you state, and if you can't meet it you must offer customers the choice to wait or cancel for a full refund.
State the ship date you're confident of, put it in your pre-order policy, and if it slips, send an honest notice with the shipping delay email generator.
Sending it
- 01
Build the list
Send the pre-launch emails to your subscribers, and add a sign-up form on a coming-soon page if you want an early access list.
- 02
Schedule the campaigns
Schedule each email in Shopify Messaging, Klaviyo or your email tool, using the Send lines.
- 03
Exclude buyers
Send the follow-up only to people who haven't bought the new product.
Questions people ask
How many emails should a product launch have?
Four is a solid default: a teaser a week out, a sneak peek or early access the day before, the launch, and a follow-up. For smaller launches, the launch and a follow-up are enough.
Should I give subscribers early access?
It's a good reason to join your list and costs nothing. Pick Early access for subscribers and add how long it lasts under Details.
Should I discount a new product?
Not necessarily. New products often sell on novelty alone. If you do, keep the discount to launch week and check the margin with the discount break-even calculator.
What goes in the follow-up email?
Answers to the questions people ask about something new: what it's like, how it compares with what you already sell, sizing or fit. Anything your details don't cover appears as a placeholder.
Related tools
Want this builtinto your store?
I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.
Emmanuel Asika
Shopify & WooCommerce developer, Dublin
I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.