Using Email to Announce New Products or Services

A single announcement email underperforms a short pre-launch sequence that builds anticipation — a "coming soon" teaser, followed by the full announcement, followed by a reminder for those who didn't act, consistently outperforms a single blast.

Lead with the customer benefit, not just the feature — what does this new product or service actually do for the recipient, not just what it is. A clear, single call to action (not competing links to five different things) focuses attention on the intended next step.

Not every subscriber cares equally about every new product — segmenting the announcement to subscribers most likely to be interested (based on past purchase or browsing behavior) outperforms a blanket send to the entire list.

A follow-up reminder a few days after the initial announcement, to subscribers who opened but didn't click or purchase, recovers additional interest that a single-email approach leaves on the table.