Glossary
What is a launch email?
A launch email announces a new product or major release to a list: waitlist sign-ups, existing users or newsletter subscribers. A good one is short, says what's new and why it matters to the reader, and has one clear call to action, such as trying the product or visiting the launch page.
Structure
- Subject: what's new, plainly, under about 50 characters.
- First line: the news.
- Why it matters: the problem it solves for this reader.
- One visual or short clip.
- One call to action.
- Signature from a real person.
Timing
| When | |
|---|---|
| A week before | Date announcement to the waitlist |
| Launch morning | The launch email |
| Two to three days later | Recap with results, for those who missed it |
| A week later | Onboarding or a feature highlight |
Common mistakes
Several calls to action competing, a wall of features, a vague subject line, and asking people to upvote through a direct link, which platforms can penalise.
Example
"Subject: It's live: invoices from PDFs in 10 seconds". Three short paragraphs, a GIF and one button to try it. The founder's recap email two days later brings in another fifth of the week's sign-ups. Our launch email template has full examples.
FAQ
Should I ask for upvotes in a launch email?
Ask people to check it out and share feedback; direct upvote requests can trigger penalties.
What time should I send it?
When your launch is live and your audience is awake; test what works for your list.
Plain text or designed email?
Founder-style plain text often performs well for launches.