Hi there,

Most brands drop a new product with one email.

Little do they know they can drive at least 100% more sales for their new product with the proper strategy.

Here's the full email and SMS sequence we use to maximize revenue on every product launch.

Don't wait until launch day to tell people something is coming.

Start mentioning it in your regular campaign emails 2-3 weeks out. Keep it subtle. A banner at the top. A P.S. at the bottom. Something that builds curiosity without giving everything away.

At the same time, push your social media followers to your email and SMS list. Tell them SMS subscribers will get early access before anyone else. Give people a reason to sign up before the drop.

Send 1-2 dedicated teaser emails in the week leading up to the launch.

The first one should be a deliverability booster. A simple, high engagement email that gets people clicking before the launch email goes out. This warms up your list and improves inbox placement on launch day.

The second one should be a graphic teaser. Something visual that builds excitement. Don't reveal too much. Create a curiosity gap.

"Something new is coming. It's not like anything we've released before."

That's enough.

On launch day, SMS goes out first.

This is the reward for being on your text list. Early access before anyone else. Make sure the SMS copy makes that clear. It helps with conversions and gives people a real reason to stay subscribed.

Then the full product launch email goes out to everyone else. Lead with the product. Show it above the fold. Make the offer and the excitement obvious from the first second they open it.

In the evening, send a plain text follow-up to anyone who didn't open the morning email. Keep it short and casual. "In case you missed it." No design needed. Just a reminder with a link. (Optional)

Send a follow-up email to anyone who didn't open or click the launch email.

Don't just resend the same email. Change the subject line. Add a line about early response. "People are loving the new drop." Create a reason to come back and look.

If you have limited stock, mention it here. Urgency is your friend.

By now your early buyers have received their orders.

Send a dedicated social proof email. Reviews. UGC photos. Customer testimonials. "Here's what people are saying about the new product."

This is one of the highest converting emails in any launch sequence. People who were on the fence get pushed over the line by seeing real customers love the product.

Product drops fail when nobody knows they're coming.

Build the anticipation. Reward your SMS list. Follow up after. Let social proof close the rest.

Hope this helps.

Best,
Luca

P.S. The teaser emails before launch do two things. They build excitement and they warm up your list for better inbox placement on launch day. Don't skip them.

Use these resources to help improve your brand’s email marketing.