I’ve botched more product launches than I’d like to admit.
Early on, I’d spend weeks creating something — a new planner, an ebook, a workshop — only to send one rushed email like, “Hey, it’s live, check it out!” And then… crickets.
No clicks, no sales, nothing.
That’s when I realized announcing a new product isn’t about blasting a single email. It’s a strategy. A process. And when you do it right, email marketing becomes your most powerful tool to build hype, drive sales, and make sure your launch doesn’t just land — it hits.
So if you’re a small business owner prepping for your next product release, here’s how to use email to do it right.
1. Build Anticipation Before You Launch
Here’s the thing — you don’t wait until launch day to email people. You warm them up beforehand.
A few weeks before the launch, start teasing what’s coming. Share behind-the-scenes updates, a problem you’re solving, or even a sneak peek. I usually do a 3-email build-up:
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Email 1: “Something new is coming…” (super vague but curiosity-driven)
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Email 2: “Here’s the problem I’m fixing” (focus on their pain point)
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Email 3: “You’re the first to see this!” (include an early preview or demo)
These emails help you generate excitement before you drop the link.
2. Segment Your Audience Based on Interest
One mistake I made early on? I sent product launch emails to my entire list — even people who hadn’t clicked anything in months. That’s a fast way to get unsubscribes.
Now, I segment.
If it’s a digital course, I only email people who clicked previous course content. If it’s a physical product, I focus on recent buyers or subscribers who engaged with related items.
You can also create a “waitlist” and send exclusive launch content only to those subscribers. That builds FOMO and keeps your main list warm.
3. Use a Launch Sequence, Not a One-Off Email
Don’t just send one “It’s live!” email and call it a day. Use a full launch sequence, 3 to 5 emails spread over a few days.
Here’s what mine usually looks like:
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Launch Day: “It’s here! Meet [Product Name]”
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Day 2: “Why I created this” (with personal story or customer problem)
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Day 3: “Your questions, answered” (mini FAQ + testimonials or feedback)
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Day 4 or 5: “Last chance for the bonus” (if you’re offering a launch discount or freebie)
Each email has a clear CTA. Each one focuses on benefits, not just features.
4. Include Clear, Click-Worthy CTAs
You’d be surprised how many launch emails I’ve seen where the “Buy Now” button is hidden at the bottom or lost in a wall of text. Make your CTA clear, bold, and obvious.
I like to include one big CTA button and one hyperlinked sentence near the top. That way, even skimmers get the message.
And test your buttons! Make sure they work on mobile, more than half your subscribers are probably opening your emails on their phone.
5. Add Urgency Without the Guilt Trip
Urgency works — but no one likes being pressured. If you’re doing a time-limited bonus or early bird pricing, tell people clearly. But keep it honest.
Instead of saying “You’ll regret it forever,” try something like:
“This early bird deal is just for my email fam and ends Friday at midnight. I’d hate for you to miss it.”
It feels friendly, not pushy.
6. Track What Works and What Doesn’t
Here’s where I got smarter: I now track every single launch using UTM links and conversion metrics. That way, I know what emails actually lead to sales.
Use tools like:
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Google Analytics + UTM parameters
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Your email platform’s conversion tracking
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Click maps to see what people are clicking
I’ve had “soft” emails — like behind-the-scenes stories — convert way better than the hard-sell ones. If I didn’t track? I’d never know.
7. Follow Up After the Launch
Just because the cart closes doesn’t mean the conversation ends.
Send a post-launch thank you to buyers. Ask for feedback. Share what went well (and what you’d do differently). This makes customers feel valued and sets the stage for your next launch.
For non-buyers, I usually send a soft follow-up like:
“Hey, I noticed you clicked but didn’t grab it. Totally fine! Just wanted to make sure you had the link in case you got busy.”
No pressure. Just friendly.
Final Thought
Launching a product is exciting, but it’s also a test of strategy. Email marketing isn’t just a tool — it’s the bridge between you and your people. When you use it to connect, educate, and build trust before asking for the sale, that’s when the magic happens.
So next time you launch something? Don’t just shout into the void. Build your email strategy like you’re writing to a friend — one who’s about to become your newest customer.
