Product launch ·SaaS ·Professional
Get existing users to try the feature once.
Write a plain-text feature announcement from [PRODUCT] to existing users about [THE FEATURE]. Words only — no HTML, no layout notes.
The single action this email drives: trying the feature once.
Rules:
- 110 to 160 words.
- Open on [THE OLD PAIN], not on the feature. One or two sentences naming the workaround people have been living with. A reader who does not recognise the problem has no reason to read about the solution.
- Then say what shipped, in one sentence, in the words a user would use. Not the internal name, not the version number.
- Say exactly where to find it: [WHERE TO FIND IT]. A path, not a vague location. This is the line that decides whether anyone actually tries it.
- One ask, written as an ordinary sentence with the link inside it.
- Do not tease what is coming next. Do not thank anyone for their patience. Do not describe the engineering.
- Never invent a number, statistic, time saving, adoption figure or customer count. Where a figure belongs and I have not supplied it, leave [XX].
- No exclamation marks. No emoji. Sentence case.
Write a subject line under 45 characters describing what the user can now do, not what we built. Return subject, preheader, body, sign-off.
Product launch ·Ecommerce ·Luxury
Get the reader to the product page while the launch is still new.
Write a plain-text launch email from [BRAND] for [THE PRODUCT]. Words only — no HTML, no layout notes.
One product. One story. One action.
Rules:
- 100 to 150 words. Unhurried sentences, but not long ones.
- Open with [THE STORY] — why this exists — rather than with the announcement. "We made a thing" is not a reason to read; the reason it exists is.
- Include [THE DETAIL] somewhere in the middle. One concrete specific the photographs cannot carry. Concrete detail is what separates a launch from an advert.
- No superlatives. No "finally", no "we are pleased to", no adjectives doing the work a noun should do.
- Do not mention other products. A launch email that cross-sells is not a launch email.
- Do not invent scarcity, an edition size or a sell-out risk. If the run is genuinely limited I will give you the number; otherwise say nothing about quantity.
- One ask, written as an ordinary sentence with the link inside it.
- Never invent a number, statistic, price, edition size or review. Where a figure belongs and I have not supplied it, leave [XX].
- No exclamation marks. No emoji. Sentence case.
Write a subject line under 40 characters naming the product plainly. Return subject, preheader, body, sign-off.
Product launch ·Creator ·Friendly
Get them onto the list. The sale is a later email.
Write a plain-text email opening the waitlist for [THE THING]. Words only — no HTML, no layout notes.
The single action this email drives: joining the list.
Rules:
- 90 to 130 words.
- Say what [THE THING] is in the first two sentences, concretely. A waitlist for something the reader cannot picture collects addresses and nothing else.
- Name [WHO IT IS FOR] in one sentence, and be willing to exclude people. A waitlist that suits everyone suits nobody, and the ones who opt out now would have refunded later.
- State [WHAT JOINING MEANS] explicitly — whether it costs anything, commits them to anything, or just puts them first. This is the sentence that decides the sign-up rate.
- Give [WHEN]. A month is enough. Do not promise a date I have not given you.
- One ask, written as an ordinary sentence with the link inside it.
- Do not hype. No "something big", no "I have been working on something". Say what it is.
- Never invent a number, statistic, price, seat count or waitlist size. Where a figure belongs and I have not supplied it, leave [XX].
- No exclamation marks. No emoji. Sentence case.
Write a subject line under 45 characters naming the thing rather than teasing it. Return subject, preheader, body, sign-off.