🧨 8 Product Launch Emails That Actually Work (+ Tips)

Plus, 5 tips to increase conversions, AOV boosters, and a DTC brand win.

The 3X sold out DTC event returns to San Diego Sept 22-23 with Gary Vee! Grab your ticket at commerceroundtable.com.

Good morning, Chase and Jimmy here.

We've all been there – staring at a blank email draft for your product launch, wondering how to make people actually care about what you've built.

The truth is, most launch emails are boring announcements that get deleted faster than you can say "unsubscribe." But the brands that crack the code?

They don't just announce – they create moments. They build anticipation. They make you feel something before they make you buy something. Today we're breaking down 8 product launch emails that actually moved the needle, plus the psychology behind why they worked so you can steal their best moves for your next drop.

Also inside:

āœ”ļø Omnisend's biggest feature drop yet
āœ”ļø Why your abandoned cart emails are chasing the wrong person
āœ”ļø Sneak Peek: Hot Tips to Double Your Customer Repurchase Rate
āœ”ļø DTC Wins: A treat to curb your summertime sweet tooth

Let’s get into it šŸ‘‡

🚨 Omnisend’s Biggest Feature Drop Yet

Omnisend just rolled out one of their most useful updates yet, and this one’s more than just a facelift.

The revamped platform includes a streamlined interface that makes everyday tasks faster (like setting up automations or navigating audiences), along with powerful AI features that remove the busywork without removing your control.

Here’s a quick taste:

āœ… A full platform glow-up with simpler, faster navigation
āœ… New automation triggers that eliminate 50+ clicks
āœ… AI-powered segment builder (just describe your audience, Omnisend builds it)
āœ… Enhanced SMS detection & deliverability tools
āœ… Back-in-stock reporting that actually helps you drive revenue
āœ… Q3 sneak peeks: product recommenders, short codes, and reporting API upgrades

Whether you’re deep into Omnisend or exploring options, this 30-min recap is worth a spot on your calendar.

 šŸ’” Knowledge Drop:

Most brands send the same "you forgot something" email to everyone who abandons their cart. Jimmy shares why that's backwards – and a simple framework for matching your message to what actually made them leave.

🧨 8 Product Launch Emails That Actually Work (+ Tips)

When you drop a new product, every word and pixel matters.

These brands get that. Instead of sharing a simple launch announcement, they build excitement and tell a story. And that’s what drives action (and $$$).

Here’s what you can learn from some of the best in the industry.

1. Dollar Shave Club

Subject line: Get over 65% off this Starter Set!

Dollar Shave Club is known for cheeky copy and no-BS value. This email launches a new blue razor handle with a discount that’s hard to ignore. And it does it all in classic DSC style: straight to the point, but never boring.

What we love:

  • That headline: ā€œNEW, BLUE, AND DISCOUNTED.ā€ Rhymes, sells, sticks.

  • Relatable visual that shows the products in an actual bathroom.

  • Super clear pricing: $8 vs $24.50. The math sells itself.

  • Two perfectly placed CTAs to capture clicks.

2. Starbucks

Subject line: Introducing Blackberry Sage Refreshers

Starbucks doesn’t just drop a new drink, they make it part of your lifestyle. This one introduces Blackberry Sage refreshers and reminds you why showing up in-store still hits different.

What we love:

  • That green backdrop + drink shots = Pinterest-worthy.

  • Sensory language that sells (ā€œtart twist/richer experienceā€)

  • Lists out perks like free refills and nondairy milk.

3. Goldpaw

Subject line: Goldpaw Color Drop: Cheddar is here!

Goldpaw’s ā€œCheddarā€ fleece launch wraps comfort, color, and community into one cozy campaign. It’s the kind of email that makes you want to hug your dog – and then shop.

What we love:

  • Seasonal mood nailed with that fall foliage + warm tones.

  • Customer quotes that are short, sweet, and relatable.

  • Copy that reads like a conversation, not a sales pitch.

  • Adorable photos of doggos wearing the product (win!)

4. Drift

Subject line: NEW! Drift’s FIRST Wearable Scent, Open Road

Drift makes car and home scents feel like a lifestyle flex. With ā€œOpen Road,ā€ they’re launching their first-ever perfume, and they go all in on story, tone, and mood.

What we love:

  • Headline sets the tone and gets the message across.

  • Luxe product photo with just enough detail.

  • ā€œFree shippingā€ badge tucked in neatly.

  • Scent profile + blurb makes it easy to imagine the fragrance.

5. Birchbox

Subject line: The September box has arrived 🤩

Birchbox knows how to tease. Their September box reveal email gives you a sneak peek and urges you to customize before it’s too late.

What we love:

  • Big bold box visual at the top with all the goodies.

  • Nice, scrollable product list with names and photos.

  • Just enough urgency without sounding alarm bells.

6. GoNanas x Swoon

Subject line: VIP ACCESS: LEMONADE SHORTBREAD COOKIE MIX

This collab between GoNanas and Swoon is a sugar rush, in the best way. The email launches their first-ever Lemonade Shortbread cookie mix, and the energy is contagious.

What we love:

  • Bright color palette and playful CTAs get your attention.

  • Delicious copy and product photography you can practically taste.

  • The focus on vegan and gluten-free makes it inclusive.

  • 4-pack upsell with free shipping = smooth path to bigger cart size.

7. Beats by Dre

Subject line: Meet the new Beats Pill

The Beats Pill is back, and this email doesn’t waste words. It’s clean, powerful, and lets the product do the talking. No gimmicks. Just great branding.

What we love:

  • Hero shot of the product in all its glory.

  • Bullet points on why it’s better (power, battery, portability).

  • Trust builders: delivery, pickup, returns = all covered.

8. Cuisinart

Subject line: NEW Outdoor Wok Station

Cuisinart goes outdoors with their new Wok Station, and this email shows it in action. It’s part product breakdown, part lifestyle inspo, and part upsell.

What we love:

  • ā€œDon’t just cook it... Wok itā€ – love a good pun!

  • Feature callouts with helpful images: BTU strength, wok type, control knobs.

  • ā€œOutdoor essentialsā€ section makes bundling feel easy.

  • Payment method icons = conversion confidence.

šŸ’” Tips for Product Launch Emails That Convert

āœ… Sell the feeling, not the feature. When you lead with a vibe (relaxation, adventure, or cozy fall mornings) you pull people in emotionally. And once they’re hooked? That’s when you show them the product that delivers it.

āœ… Pair strong visuals with sensory language. A great photo grabs attention, but describing how something feels, smells, or tastes adds dimension. It also helps your customer imagine owning it before they even click.

āœ… Add trust signals. Free shipping, easy returns, reviews, badges, payment icons…they all add up to make buying feel like a no-brainer. It’s especially helpful when you’re launching something brand new.

āœ… Keep it simple. Really. You don’t need five products, three CTAs, and a full FAQ in one email. Focus on one story, one product, and one action. You’ll get better results.

šŸ‘€ Sneak Peek: Hot Tips to Double Your Customer Repurchase Rate

Most brands are good at getting the first sale.

But the second? That’s where the money is (and where most brands drop the ball).

In next week’s episode, we sit down with Thomas Lalas, a retention strategist behind 11 breakout CPG brands (RYZE, Obvi, Physician’s Choice, Everyday Dose, and more). He unpacks how to get customers from order #1 to #2 (and beyond) using high-retention offers, data-backed timing, and smart post-purchase flows.

Here's what you’ll learn:

āœ… The real reason customers don’t repurchase
āœ… What an 85% repurchase offer actually looks like
āœ… Why the first 14 days post-purchase matter most
āœ… How to fix your repurchase rate without spending more on ads

šŸ›Žļø Subscribe to the channel and tap the bell to catch every new drop.

šŸ”„ DTC Wins

Hot Take x Tony's Chocolonely just launched something sure to curb that summertime sweet tooth. Their Limited-Edition S’mores Lil’ Bits collab went live last week and are packed with marshmallow, graham cracker chunks, and Tony's Chocolonely of fairtrade S'Mores Lil' Bits.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond

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