Product Launch Email Templates: A 4-Email Sequence

A product launch email sequence needs four emails: a heads-up a week before, a "we're live" email on launch day, a proof email two days later, and a last call or feedback request a week after. Send them as plain text from a person, with one link per email. Below are copy-ready templates for each, plus subject lines and timing.

Email 1: heads-up (T−7 days)

Subject: Something we've been building (out next Tuesday)

Hi {{first_name}},

Quick heads-up: next Tuesday we're launching [Product], which [does what] for [who].

You're getting this first because [you joined the waitlist / you asked for this / you're one of our beta users].

I'll send you the link on launch day. If you'd like early access before then, just reply "early" and I'll set you up today.

[Your name]

Why it works: it sets a date, gives a reason they're hearing first, and invites a reply (good for deliverability and for spotting your keenest users).

Email 2: we're live (launch day)

Subject: [Product] is live

Hi {{first_name}},

[Product] is live today: [link]

It [one-sentence outcome]. The thing people like most so far: [specific feature + result].

[Optional: For launch week, {{offer}}.]

If you try it, I'd love to hear what you think, good or bad. Just hit reply.

[Your name]

If you're launching on Product Hunt, link to the Product Hunt page and ask for feedback and comments, not upvotes. Product Hunt doesn't allow asking for upvotes.

Email 3: proof (T+2 days)

Subject: What happened in the first 48 hours

Hi {{first_name}},

A quick update: [N] people tried [Product] since Tuesday. One that stood out: [customer/role] used it to [specific result].

The most common question was [question]. Here's the answer: [one or two lines].

If you haven't tried it yet: [link]

[Your name]

Email 4: last call or feedback (T+7 days)

If you have an offer, subject: Launch offer ends Friday

{{first_name}}, the launch-week offer ([offer]) ends Friday. After that it's [regular price]. [link]

If not, subject: One question

{{first_name}}, one question: what nearly stopped you from trying [Product]? Hit reply. I read everything.

Rules that make launch emails work

• Plain text, from a person. Designed newsletters look like marketing and land in the Promotions tab.
• One link per email. More links mean fewer clicks on the one that matters, and more spam-filter risk.
• Segment. Send to waitlist and beta users before your general list.
• UTM-tag the link: ?utm_source=email&utm_medium=launch&utm_campaign=launch_oct. See measuring referral traffic.
• Reply to every reply. Launch-email replies are your warmest leads.

Subject lines that work

Use	Example
Heads-up	"Something we've been building (out Tuesday)"
Launch	"[Product] is live" / "It's live: [one-line outcome]"
Proof	"What happened in the first 48 hours"
Offer	"Launch offer ends Friday"
Feedback	"One question"

Plain beats clever. Avoid ALL CAPS, multiple exclamation marks and "Free!!!" in subject lines.

The anatomy of each email

Most launch emails fail on the first two lines. A company sender name and a hype subject line look like every other promotion in the inbox. A person's name, a plain subject and an opening line that explains why they're hearing from you look like a message worth opening.

Segmenting the sends

List	Email 1 (T−7)	Email 2 (launch)	Email 3 (T+2)	Email 4 (T+7)
Waitlist / beta	Yes, with early access	Yes	Yes	Feedback version
Existing customers	Optional	Yes (what's new for them)	Optional	No
Newsletter / general	No	Yes	Only if engaged	Offer version

Existing customers need a different launch-day email: lead with what's new for them, not with what the product is.

Timing the sends around a launch day

If the launch is on Product Hunt (live at 12:01 AM Pacific), send the "we're live" email in two waves:

Audience	Send at (Pacific)	Local time
Europe	~12:30 AM	Morning in Europe
India and Asia	~1:00 AM–2:00 AM	Afternoon in India, evening in Asia
US	6:00–7:00 AM	Morning, US East and West

Most email tools can schedule by recipient time zone. If yours can't, segment by country.

Measure replies and clicks, not opens

Apple's Mail Privacy Protection preloads images, so open rates are inflated for Apple Mail users and don't tell you much. Judge launch emails on:

• Clicks to the launch page or product
• Replies: the best signal, especially to the T−7 heads-up
• Signups and activations from the email's UTM (or, for Product Hunt, from ref=producthunt traffic during the send window)

A three-line version for DMs and SMS

We just launched [product] on [platform]: [link]. It [does the job] for [who]. I'd love your honest take in the comments.

Short, personal, no upvote request. Send it individually to people who'd care.

Deliverability basics

Launch emails go to many people at once, often from a new sending setup. Before launch day, make sure SPF, DKIM and DMARC are set up for your sending domain, send a test to Gmail and Outlook addresses, and avoid link shorteners. If your list includes old contacts who haven't heard from you in a year, send them a heads-up first or leave them out. High bounce or spam-complaint rates on launch day can hurt every email after it.

Related

• How to launch a SaaS product and the launch checklist
• How to launch a SaaS waitlist: where email 1's audience comes from
• What to do after a Product Hunt launch

FAQ

How many emails should a product launch sequence have? Four: a heads-up, a launch-day email, a proof email, and a last call or feedback request.

What should a product launch email say? What it does, who it's for, one standout result, one link, and an invitation to reply.

Should launch emails be plain text or designed? Plain text from a person usually performs better for launches.

When should I send a launch email for Product Hunt? Shortly after 12:01 AM Pacific for Europe and Asia, and around 6–7 AM Pacific for the US.

Are open rates useful for launch emails? Not very. Apple Mail Privacy Protection inflates them. Track clicks, replies and signups.