A great product launch email can make or break your feature adoption. The difference between a feature that gets 10% adoption and one that hits 60% often comes down to how you communicate it.
The best launch emails don't just announce - they sell the value. They answer "what's in it for me?" before the customer even asks. They make trying the new feature feel urgent and exciting.
These templates follow the launch email framework used by the fastest-growing SaaS companies: build anticipation, launch with clarity, and follow up for adoption.
Ready-to-Use Templates
Copy these templates and customize them for your needs. Each includes HTML and plain text versions.
Something big is coming to {{productName}}...
Be the first to know when we launch...
It's here: {{featureName}} is now live!
The feature you've been waiting for...
{{firstName}}, you're invited to our private beta
Early access to our newest feature...
{{featureName}} just got a major upgrade
New improvements based on your feedback...
Have you tried {{featureName}} yet?
Here's what other customers are doing with it...
{{firstName}}, you're getting this first
Exclusive early access for our most engaged customers...
We fixed {{painPoint}} for you
The solution you've been asking for is here...
New: Get ahead of {{industryTrend}}
Be first in your industry to leverage this...
Best Practices
Lead with benefits, not features
Customers don't care about features - they care about outcomes. 'Save 3 hours per week' beats 'New automation engine'.
Create a launch sequence
Don't rely on one email. Use a teaser, launch announcement, and follow-up sequence to maximize adoption.
Segment your audience
Different features matter to different customers. Segment by use case, plan tier, or usage patterns.
Include social proof quickly
Add beta tester quotes, early adopter results, or usage stats to build credibility fast.
Make the CTA crystal clear
One button, one action. 'Try it now' with a direct link to the feature - no hunting required.
Common Mistakes
Burying the feature in product updates
Major features deserve dedicated emails. Don't hide them in monthly newsletters where they get lost.
Focusing on how it works, not why it matters
Technical details can wait. Lead with the problem it solves and the outcome customers get.
No clear path to try it
Every launch email needs a direct link to the feature. Don't make customers search for it.
One and done
A single launch email rarely drives significant adoption. Plan a sequence: teaser, launch, reminder, tutorial.
Sending to everyone
Not every feature is relevant to every customer. Segment based on who will actually benefit.
Subject Line Examples
It's here: {{feature}} is now live!Direct and exciting - creates urgency to check it out
Something big is coming to {{product}}...Teaser format builds curiosity and anticipation
You asked, we built it: {{feature}}Shows you listen to feedback - high open rates
{{firstName}}, you're invited to our private betaExclusivity + personalization = high engagement
New: Save 3 hours/week with {{feature}}Leads with specific benefit, not feature name
{{feature}} just got a major upgradeWorks for existing features getting improvements
Have you tried {{feature}} yet?Good for post-launch follow-up to drive adoption
The wait is over: {{feature}} launches todayCreates launch day excitement and urgency
Timing & Performance
Launch emails perform best mid-week when people are in work mode. For major launches, use a sequence: teaser (1 week before), launch day announcement, 3-day follow-up, and 1-week adoption reminder.
Personalization Tips
Industry-Specific Tips
- Lead with technical capabilities and API improvements
- Include code snippets showing before/after
- Link to detailed documentation and changelog
- Highlight performance improvements with specific metrics
- Focus on ROI and efficiency gains
- Include case study snippets from beta testers
- Show before/after workflow comparisons
- Emphasize integration with existing marketing stack
- Emphasize time savings and workflow improvements
- Include short video demos (under 60 seconds)
- Show keyboard shortcuts and power-user tips
- Reference how power users are already using it
The Product Launch Email Framework
Great product launches don't happen in one email - they happen in sequences. The most successful SaaS companies follow a 3-4 email framework for major launches:
1. The Teaser (1-2 weeks before)
Build anticipation without revealing everything. Hint at the problem you're solving and the transformation customers can expect. Offer early access sign-ups to gauge interest.
2. The Launch Announcement (Day 0)
Clear, benefit-focused announcement with a direct path to try the feature. Include a brief demo video or GIF if possible. Make it feel like an event.
3. The Follow-Up (Day 3-5)
For customers who didn't click, resend with a different angle. Include early testimonials or usage stats. Address common objections or questions.
4. The Adoption Nudge (Week 2)
Share tutorials, best practices, and power user tips. Highlight customers who are getting great results. Create FOMO for non-adopters.
Segmentation for Launch Emails
Not every feature matters to every customer. Smart segmentation can double your adoption rates. Consider segmenting by:
- Usage patterns: Target customers who use related features
- Plan tier: If the feature has different access levels
- Industry/use case: Customize messaging for relevance
- Past feedback: Customers who requested this feature should get VIP treatment
Build Beautiful Email Sequences for Your SaaS
Sequenzy helps SaaS founders create automated email sequences that convert. From onboarding to retention - all in one platform.