Product launches

Product launches via email typically drive 30-50% of first-week revenue. Sequence matters.

Pre-launch

• Teasers 14-30 days out
• Waitlist signup
• Behind-the-scenes content

Launch day

• Morning announcement
• Afternoon follow-up (most opens happen later)

Post-launch

• Social proof emails (reviews come in)
• Restock / last-chance emails
• Post-mortem offer (if not selling through)

What to do with this

• Build anticipation for 7-10 days before launch, the warm-up emails produce 30-40% of launch week sales
• Segment the launch list, VIPs get early access + a different send cadence than cold traffic
• Include social proof starting day 2 (reviews, customer stories), proof compounds through the sequence
• Run the last-chance email with genuine scarcity (closing date, limited inventory), manufactured urgency is detected and unsubscribes spike
• Send a post-launch recap + secondary offer if sell-through was weak, catches late movers