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Email templates

Updated

Product launch email templates

A launch is not one email. It is a short sequence that builds interest, rewards the people who were waiting, answers objections and closes with a deadline. These five templates cover each step.

Templates
5
Templates
Around launch day
Day −7 to +5
Around launch day
Real deadline
1
Real deadline

Quick answer

When to send
Start about a week before launch with a teaser, give your most engaged readers early access the day before, announce on launch day, then follow up with objections and a last call before any launch offer ends.
Goal
Turn your list's attention into signups or sales during the launch window, without burning out readers who are not interested.

The templates

Replace everything in [square brackets] with your own details. Words in double curly braces, like {{name | 'there'}}, are Lumail variables: they are filled per subscriber at send time, and the value after the pipe is the fallback when the field is empty.

  1. 01Day −7 · one week before launch

    The teaser

    Names the problem and the date, without revealing everything.

    Subject line
    Something new on [launch date]
    Preview text
    It fixes [problem]. Here's a first look.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, For the last [months], we've been working on something for people who [specific problem, in the reader's words]. It launches on [day, date]. Here's what I can share now: - It [benefit one] - It [benefit two] - It works with [what they already use] If you want early access the day before everyone else, click below and I'll put you on the list. [Button: Get early access] [Your name]

    Why it works: The early access click is the real goal. It tells you who is interested, so later launch emails can go to those people first.

  2. 02Day −1 · only to subscribers who asked for early access

    Early access

    Rewards the people who raised their hand.

    Subject line
    You're early: [Product] is open for you
    Preview text
    Everyone else gets it tomorrow.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, You asked to be first, so here it is: [Product] is open for you today, a day before the public launch. [Button: Get started] What you get: - [Core feature or deliverable] - [Second feature] - [Launch bonus, if there is one, and when it ends] You're getting this early because I'd like your honest reaction before the launch. If something is confusing, reply and tell me. I'll fix what I can before tomorrow. [Your name]

    Why it works: Early access converts well because the audience self-selected. Asking for feedback also gives you one more day to fix rough edges.

  3. 03Day 0 · launch morning

    Launch day

    The main announcement to the full list.

    Subject line
    [Product] is live
    Preview text
    [One-line promise]. Here's what it does.
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, [Product] is live. [One paragraph: the problem, who it is for, and what changes once you use it.] Here's how it works: 1. [Step one] 2. [Step two] 3. [Step three] [Button: Try Product] [Launch offer, if any: "Until [date], [offer details]."] Thanks to everyone who tested it and sent feedback. A lot of what's in it came from your replies. [Your name]

    Why it works: Short subject, clear promise, three-step explanation. Anyone who reads only the first screen knows what launched and what to click.

  4. 04Day +2 · to subscribers who have not converted

    The objection handler

    Answers the questions that stop people from buying.

    Subject line
    Your questions about [Product], answered
    Preview text
    Pricing, setup time, and whether it works with [tool].
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, Since launch, a few questions keep coming up. Here are straight answers. "How much does it cost?" [Price and what is included.] "How long does setup take?" [Honest estimate.] "Does it work with [tool]?" [Yes/no and how.] "What if it isn't right for me?" [Refund policy or free plan details.] If your question isn't here, reply and I'll answer it personally. [Button: Get started] [Your name]

    Why it works: People who opened the launch email and did not buy usually have one unanswered question. Sending this only to non-buyers avoids annoying new customers.

  5. 05Day +5 · a few hours before the launch offer ends

    The last call

    Closes the launch offer with a real deadline.

    Subject line
    Last call: [offer] ends tonight
    Preview text
    After [time] it goes back to [regular terms].
    Variables:{{name}}built-in field
    Body
    Hi {{name | 'there'}}, Quick reminder: the launch offer for [Product] ends tonight at [time and timezone]. After that, [what changes, e.g. "the price goes back to $X" or "the bonus is gone"]. If you've been meaning to try it, now is the time: [Button: Claim the offer] This is the last launch email. After today, you'll hear from me at the usual pace. [Your name]

    Why it works: A deadline only works if it is real. Saying this is the last launch email also tells uninterested readers the extra volume is over.

Best practices

  • Segment by interest. Tag subscribers who click the teaser or ask for early access. Send them more of the launch; send everyone else less.
  • Exclude buyers from follow-ups. Once someone buys, stop the sales emails and send onboarding instead. A last-call email to a new customer undermines trust.
  • Only use real deadlines. If the offer is extended after the last call, readers learn to ignore your deadlines on the next launch.
  • Lead with the problem. Readers care about what changes for them. Open with the problem in their words, then show the product.
  • Say when it ends. Tell readers the launch emails will stop. Extra volume is easier to accept when it has an end date.

Send it with Lumail

  • Tag the interested

    Tag action links add or remove a tag when a subscriber clicks, so the early access button in the teaser can tag interested readers without a form.

  • Send to the right segment

    Send the early access email as a campaign to the tagged segment, and exclude buyers from the objection and last-call emails.

  • Track purchases

    Record payments with the Events API so buyers can be filtered out of follow-ups and launch revenue is attached to subscribers.

Frequently asked questions

How many emails should a product launch sequence have?

Usually four to six: a teaser, early access for interested subscribers, the launch announcement, a follow-up that answers objections, and a last call if there is a deadline. Send the follow-ups only to people who have not bought.

When should I send the first launch email?

About a week before launch is enough to build interest without readers forgetting. Shorter launches can start three days out.

Should I send launch emails to my whole list?

Send the launch announcement to everyone who opted in to that kind of email. Send early access, objections and last call to the subscribers who showed interest, and exclude anyone who already bought.

How do I avoid unsubscribes during a launch?

Segment by interest so uninterested readers get fewer emails, tell readers when the launch emails will stop, and keep each email focused on one clear action.

Related

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