templates

Product Launch Email Templates

A launch is not one email. It is a sequence: tease, invite, announce, follow up, post-mortem. The packs below cover that sequence. Copy is intentionally direct and tool-neutral; subject lines are the most important part to keep.

01 Teaser (T-7 to T-3 days)

Manual broadcast to waitlist or list segment.

subject

Something new on Tuesday

preview

A short note before launch day.

body

Hi {{first_name}},

We are launching {{ProductName}} on Tuesday. If you are on this list, you will hear from us first.

More soon.

{{Founder name}}

variables

{{first_name}}{{ProductName}}{{Founder name}}

mistakes to avoid

›Saying too much. The teaser is a calendar nudge, not a pitch.
›Multiple CTAs. There is no CTA on a teaser.

02 Waitlist invite (T-1 day)

24 hours before launch, sent to waitlist.

subject

Your access opens tomorrow

preview

Save the link.

body

Hi {{first_name}},

Tomorrow at {{time}} {{timezone}} your access to {{ProductName}} goes live.

Claim it here: {{access_link}}

First-day reminder coming. If you do not see it, your link still works.

{{Founder name}}

variables

{{first_name}}{{time}}{{timezone}}{{ProductName}}{{access_link}}{{Founder name}}

mistakes to avoid

›Hiding the link in marketing copy.
›Not respecting timezones.

03 Founder launch note (T-0)

Launch day morning, sent to full list.

subject

It is live

preview

A direct note from the founder.

body

Hi {{first_name}},

{{ProductName}} is live: {{product_url}}

If you have a few minutes, here is the story behind why we built it: {{launch_story_url}}.

We are on Product Hunt today: {{ph_url}}. An upvote helps us reach builders we have not met yet.

Reply to this if anything looks broken or feels wrong.

{{Founder name}}

variables

{{first_name}}{{ProductName}}{{product_url}}{{launch_story_url}}{{ph_url}}{{Founder name}}

mistakes to avoid

›Putting the Product Hunt link before the product link. The list is here for the product first.
›A long origin story. If they want it, link to it.

04 Product Hunt activation

Sent to a smaller activated segment, not the full list.

subject

Quick favor: a vote on Product Hunt

preview

For people who want to help.

body

Hi {{first_name}},

If you have already tried {{ProductName}}, the most useful thing today is a Product Hunt comment: {{ph_url}}.

Not a vote. A comment. Tell other builders what stood out.

Thank you.

{{Founder name}}

variables

{{first_name}}{{ProductName}}{{ph_url}}{{Founder name}}

mistakes to avoid

›Sending this to your full list. Save it for the segment that actually used the product today.

05 Feature release follow-up

When a feature ships that materially changes user behavior.

subject

New: {{feature_name}}

preview

For users already on the product.

body

Hi {{first_name}},

{{feature_name}} is live. Here is the use case: {{one_line_use_case}}.

Try it: {{deep_link}}.

{{founder_name}}

variables

{{first_name}}{{feature_name}}{{one_line_use_case}}{{deep_link}}{{founder_name}}

mistakes to avoid

›Announcing every change. Save it for the ones that matter.

06 Post-launch activation

2 to 3 days post-launch, behavior-triggered to signed-up-but-not-activated users.

subject

Did you get a chance to try {{ProductName}}?

preview

Two days after launch, to non-activated users.

body

Hi {{first_name}},

Quick note: I noticed you signed up but have not {{key_action}} yet. If something got in the way, reply and tell me. I read every one.

{{Founder name}}

variables

{{first_name}}{{key_action}}{{Founder name}}

mistakes to avoid

›Sending this to the full list. Behavior-triggered means triggered by behavior.
›Not actually reading replies.