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Product Launch

A 5-email launch sequence from teaser to last call. Builds anticipation, drives urgency, and closes with a final offer.

Starting structure, not a prescription. These sequences are meant to be adapted to your brand, audience, and ESP capabilities. The timing, number of emails, and content should reflect your specific situation.
1

Teaser — Something's coming

Build anticipation without revealing everything. Drop hints about what's launching.

Goal: Generate curiosity and get subscribers to watch their inbox
2

Announcement — It's here

The full reveal. Explain what the product is, who it's for, and why it matters. Include the launch CTA.

Goal: Drive first-day purchases or sign-ups
3

Deep dive — Here's how it works

Go deeper on features, benefits, or use cases. Address common objections. Include social proof if available.

Goal: Convert subscribers who were interested but didn't act on day one
4

Social proof — People are loving it

Customer testimonials, early reviews, or usage numbers. Let others sell for you.

Goal: Reduce hesitation with third-party validation
5

Last call — Offer ends soon

Create urgency with a deadline — closing price, expiring bonus, or limited availability.

Goal: Capture fence-sitters with a deadline-driven final push

Timing advice

A 7–10 day launch window works well for most digital products. Physical products or courses with cohort-based enrollment can extend to 14 days.

Send the teaser only to your existing list — cold traffic doesn't have the context to care. The announcement and follow-ups can go to your full engaged segment.

Subject line patterns

  • Teaser: "Something we've been building..." / "First name, we're almost ready"
  • Announcement: "Product name is now available" / "Doors are open"
  • Deep dive: "How product actually works" / "The questions we've been getting"
  • Social proof: "What people are saying" / "Early results"
  • Last call: "Last chance" / "Closes tonight" / "Final hours"

What to watch

Monitor open rates and click rates at each step. If open rates drop sharply after email 2, the sequence is losing relevance — tighten the copy or reduce the number of follow-ups. If click rates are high but conversions are low, the landing page or offer needs work, not the email.

Sequence overview

Emails
5
Category
Promotional

Adapting this system

  • Adjust timing to your audience behavior
  • Remove emails that don't fit your strategy
  • Test subject lines across the sequence
  • Add conditional logic based on engagement