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I'm Allegra, a content strategist and copywriter.  I'm here to help you increase your sales and impact through content you're proud of.

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Steal this product launch email template to make your next launch your most successful one yet.

Your 1:1 business is booming, and you’ve finally done it! You created a course or coaching program to broaden your reach and help more people.

You’ve put months into planning and creating your value-packed offer. You know your audience’s lives will change once they get their hands on your product.

But now it’s time to launch, and you’re not sure what to do next.

So, what’s the best way to get your course or coaching program in front of the people who would benefit from it the most?

The best place to promote your offer is your email list.

Preparing For Launch

In order for your launch to be successful, you’ve got to make sure your email list is primed and ready to hear what you have to offer.

If you haven’t been emailing your audience consistently, they’re more likely to hesitate on buying a high-ticket offer.

This is why it’s important to grow and nurture your email subscribers ahead of your launch. This means you’re offering value. You’re sharing your story and nurturing your audience before your product launch even begins.

When you’ve done the work to build trust and loyalty with your email list, they’ll be excited about your offer and more likely to go all in.

But there’s a strategy to launching to your email list. You don’t want to send just any old emails. You want to take your email list on a journey from where they are now, to where they want to be.

And that’s just what a well-written launch email sequence will do.

What Is a Launch Email Sequence?

Let’s start by covering some basics.

A launch email sequence, also known as a product launch email campaign, is a series of emails that are sent to your email list, introducing readers to your course or coaching program and giving them the opportunity to purchase.

These emails build anticipation and show your audience how your product transforms their lives. Plus, they incentivize them to buy now.

We’ll get down to the nitty-gritty details of each email shortly, but first, let’s discuss why a well-thought-out launch email sequence makes your product launch successful.

3 Reasons You Need a Product Launch Email Campaign

1. Your audience looks for your emails.

Did you know that 60% of consumers subscribe to a brand’s email list to receive promotional messages, but only 20% of consumers follow brands on social media to get deals?¹

Your email list is waiting to hear from you and see what you have to offer.

Your subscribers have given you access to their virtual living room. 

Unlike social media, you know your emails will reach them every time.

2. *Effective* emails convert.

You hear the ding of a notification and check your phone. You see it’s the latest email from one of your favorite brands. 

You open the email to find they’re releasing a new product.  Now you can’t wait to purchase when the new release is available.

Just like that, you’ve experienced the magic of email marketing. And it happens all the time.

The numbers don’t lie; 50% of people buy from marketing emails at least once per month.²

Emails convert and build brand awareness and loyalty. When done well, your product launch campaign will generate the sales you’re looking for.

3. You get bang for your buck.

Social media and ads can be a great tool to gain awareness and get people into your funnel, but email is where the conversion happens

And, with email marketing, you save time and money.

Email marketing gives you the most bang for your buck, generating a whopping $44 for every $1 spent.³

If you’re into spending money wisely and saving time on your launch, then a product launch email sequence is the way to go.

You get the point…product launch emails are crucial

But how exactly do you engage your audience and have them waiting on the edge of their seats for your next email? 

This starts by getting them to open your emails in the first place – AKA grabbing their attention with your subject lines.

Stellar Product Launch Email Subject Lines

I’d say it’s a safe bet that you’ve already received a number of emails today.

You may or may not have realized it, but the subject lines, along with familiarity of the brand, played a big role in whether or not you opened them.

Here are a few quick and easy best practices for writing product launch email subject lines:

  • Be Clear – Let your reader know what they can expect when they open your email.
  • Know Your Audience – Include valuable information that will pique your audience’s interest and leave them wanting to know more.
  • Be Personable – Use first names, conversational tone, and anything else that aligns with your brand and feels friendly to the reader. 

The most effective email subject lines engage curiosity, include promotional offers, and are personalized to each recipient’s interests. Steal this framework to increase your open rates.4

8 Emails to Include in Your New Product Launch Email Sequence

Now it’s time to get down to writing your product launch email sequence. 

Each business is unique, and all product launch emails look a little different. But as a copywriter for coaches and course creators, I’ve found this combination of 8 emails to be the sweet spot for successful launches for my clients.

The timeline for sending out your product launch emails is not set in stone. But research shows that open and click rates are better for educational emails early in the week and actionable emails later in the week.⁵

So without further ado, here’s the 8-part email template for writing your product launch sequence:

Email 1 – The Teaser Email

Sample Subject Line: <First Name>, you’ll never believe what’s coming…

The first email is all about teasing your offer and building anticipation before the launch date. You want to get your reader’s attention and let them know that you’ve been working hard on something just for them.

The course you’ve created will change the course of their business. The coaching program you’re offering will provide them with exactly what they need.

Don’t give all the juicy details just yet, but let your readers know that something is coming, and they don’t want to miss out on this upcoming release.

Email 2 – The Announcement Email

Sample Subject Line: 🎉ENROLL TODAY in <Name of Offer>

This is the official launch email you send on the release date when your cart opens. Introduce your audience to the ins and outs of your offer.

You’ll want to spill all the tea in this email, covering the detailed information about your course or program. Make sure to include:

  • Why your target audience needs what you’re offering
  • What your reader’s life will look like because of your product
  • EVERYTHING that’s included in the offer
  • Any bonuses they’ll receive if purchasing during the launch
  • The timeline 

For course creators, include the number of modules, hours of video instruction, templates, educational content, and the value of YOUR expertise.

If you’ve created a coaching program, include details about consultations, follow-up consultations, coaching calls, collaboration meetings, being part of an incredible community, or any other perks included in your program.

The announcement is where you want to leave it all on the table…answer every possible question about your course or program before your readers even have a chance to ask.

Email 3 – The Proof

Sample Subject Line: You don’t have to take MY word for it…

Your readers know about your offer and have heard what you have to say. Now’s your chance to seal the deal with proof from your beta testers and those who’ve had a sneak peek of your course or coaching program.

In this email, you want to be specific. Give stats that show how your expertise has helped your clients ramp up their businesses or take things to the next level.

And, you definitely want to include testimonials from folks you’ve worked with in the past. 

People will take into account what you share about your own business.But hearing positive reviews from people who didn’t create the course or program can be the deciding factor for many.

Email 4 – The Why + Benefits

Sample Subject Line: 🧐A sneak peek behind the scenes of <name of offer>! + What this means for you

This email is going out to your readers who already know all about your offer, have read the social proof, and still haven’t purchased.

They need a clear vision of why you created your product and how it will benefit them. And that’s exactly what this email copy will provide.

Showing your readers a behind-the-scenes look at your offer is the perfect opportunity to share the reason you felt the need to create your product – the why.

Was there a gap in the market? Did you see a trend that could be corrected with your course or coaching program? Sharing real-life stories to get the message across will really resonate with your readers.

Now, it’s time to show your readers how your offer will benefit them

To be clear, you’re not just talking about all the aspects of your offer. You’re showing your readers why your offer should matter to them. How will their lives be different after your course or coaching program?

Help your readers realize how your offer will help them reach their goals and give them confidence to dream bigger.

Email 5 – The Bonus Offer

Sample Subject Line: Enroll in the next 24 hours to snag your FREE 1:1 coaching session with me!

The bonus offer is an incentive for your readers to go ahead and click purchase! 

By now, your readers know all about your core offer. In this email, you throw in a bonus perk that’s only available for a limited time. This encourages your audience to act quickly, or miss out on this incredible value. 

This email is sent with a pinch of FOMO and could give your readers the push they need to pull the purchasing trigger. 

Be sure to clearly identify your bonus offer, outline the benefits, and give proof of its value.

Your reader knows all about your product launch and can see the life transformation your product can provide for them. Knowing there’s a value-packed bonus for the next 24 hours is just one more reason to go for it.

Email 6 – The Bonus Offer Expiration

Sample Subject Line: 📣Last call for FREE 1:1 Coaching – You don’t wanna miss this opportunity!

The previous email was sent with a pinch of FOMO, and this one is just driving home the fact that your readers must act now in order to get your incredible bonus.

In the last email, you painted the picture of what your readers’ lives would look like with your bonus…here you can describe what their lives will look like without it!

Email 7 – The Objection Crusher

Sample Subject Line: I know what you’re thinking, <first name>…

Now is the time to call out your email recipients’ objections and crush them.

Here are some objections your reader may be having:

  • It sounds expensive.
  • Will it really work?
  • How do I know I can trust what you offer?
  • I’m not sure I can do it.

So how do you crush these objections? 

  • Clearly outline the return on investment.
  • Use stats.
  • Give more social proof.
  • Share success stories of ordinary people.

And a last effective strategy for this email is to add a call to action for a REPLY from your readers sharing what concerns they have. This way, the readers have a chance to share objections you may not have been aware of, and you get to build trust by responding directly to your potential customers.

Email 8 – The Final Reminder

Sample Subject Line: ⏰Here today…gone tomorrow. This is your final chance, <first name>.

Now’s your opportunity to bring in those final sales. 

The audience who’s still receiving these product release emails is down to the wire. Pull them in by asking questions that are relevant to your offer:

  • Do you want dream clients who come to you?
  • Are you ready to take your <subject of your course> to the next level?
  • Are you tired of trying to figure it all out on your own?

If you answered yes to any of these questions, you definitely don’t want to let this opportunity pass you by. 

Help them see their futures after your course or program.

Let them know this is the last chance they’ll have to be part of this life-changing opportunity at this price point. 

And give them that last chance to purchase your product.

Well, there you have it, friend. A guide outlining 8 emails to include in your product launch email sequence. With a killer program or course, a warm audience, and this guide, your upcoming product launch is sure to be a success!

Done-for-You Product Launch Emails

Between running your business, creating your course or program, and growing your audience, you don’t have a lot of free time. As a business owner myself, I get it.

Even though you’re clear on what product launch emails are and how to create an effective product launch email sequence for your business, you may still want the help of a professional copywriter to get it done for you

If you’re looking for a product launch email sequence that converts, without adding another thing to your plate, I’m here to help.

Book a free consult with me, and we’ll discuss how to set you up for a successful product launch. Let me take the stress out of your launch so you can feel confident about your launch emails and get the big results you know you deserve. 

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Product Launch Emails – How to Prepare for a Successful Launch


August 8, 2022

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