27 product launch email subject lines that work

One of the most overlooked aspects of launching a new product is coming up with that perfect product launch email subject line, that will intrigue your subscribers to open your email and potentially convert.

The first steps you have to take in terms of launching a new product is to build up what in pop culture we call “HYPE”.

One of the the best ways to build up traction around your new product is to leverage various marketing channels, like social media and email marketing.

With email marketing, if it’s done the right way, you will be able to launch your new product to people that actually going to purchase it.

That’s because they’ve already showed some interest by signing up to your email list in the first place.

Steps to take before launching your amazing product launch email

With regards to email marketing you will need to think two steps ahead.

Firstly, you will need to organically build an email list through your website with pop ups, forms or even social media advertising that’s targeted to people that will be interested to your new product. Great email list building examples you can see here.

Additionally, if you already have a preexisting email list you can use this to your advantage to re-engage with subscribers that are inactive. It’s always “easier” to re-engage with existing leads, than acquire new.

Just be sure that people on your list may be genuinely interested in the new product. If this is completely not their thing, they’ll never open your emails or, worse, will mark them as spam. This, as a result, will hurt the deliverability of your emails.

And then come up with a product launch email subject line.

As mentioned in the introduction of the article, coming up with a pristine email subject line is crucial.

There are definitely some aspects of email subject line building that you will want to avoid to ensure your KPIs(Key Performing Indicators) meet your expectations.

Some notable no-no’s are:

• Using excessive capitalization
• Ambiguous and tedious copy
• Being too wordy

In my honest opinion, the best way to exactly understand how to build that pitch-perfect product email subject line is to see some real examples and deconstruct them.

So we’ve done a lot of digging and came up with 27 product email subject line examples for you to “copy” or at least “paraphrase”.

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Product Launch Email Subject Lines Examples from Real Companies

1. Moosend

Product Launch Email Subject Line:

Introducing “Refine”: The robot that improves your subject lines

Why it works:

One very effective way to communicate product launches and train subscribers to recognize similar emails, is to stick to a specific way of announcing them.

Moosend accomplished this through the use of words like “Introducing” or “Announcing”.

In the example given, a familiar sender (“Moosend Newsletter”), informs subscribers of its “Introducing Refine”.

The meaning of the name of this brand new tool (“Refine”) elicits feelings of improvement, but is only enriched after the reader has finished reading the subject line.

Essentially, the subscriber will attribute “refinement” as a concept to the robot improving subject lines.

The email:

2. Neil Patel

Product Launch Email Subject Line:

The Ultimate SEO Tool: Ubersuggest 3.0

Why it works:

If you are in the digital marketing space you’ve definitely heard of Neil Patel, as many people have followed his practices and seen tremendous digital growth.

The above subject line takes into account the use of powerful words.

But why do you need to use powerful words like “Ultimate” to enhance your product launch email?

Here are three steps on how to use powerful marketing words within your subject lines:

1. You will need to establish your subject line objective, which in this case is a Product Launch
2. Carefully evaluate the intended meaning of the word you are going to use
3. Consistently use powerful words to adhere to your overall Brand Awareness strategy

The email:

3. GoPro

Product Launch Email Subject Line:

HERO7 is here. Pre-order yours.

Why it works:

In the above subject line, brand name and brand awareness have a great role, that’s why we included this one in our most successful product launch subject line examples!

Everyone has heard about GoPro so it makes sense to just name their newest addition to their HERO camera lineup immediately, followed by a strong call to action to pre-order yours NOW!

Here is where psychology comes into playing with FOMO (fear of missing out) which is the underlying factor of the above subject line, and trust me it works wonderfully.

The email:

4. Google Store

Product Launch Email Subject Line:

New year. New gear.

Why it works:

Well we all know Google, unless you’ve been sleeping under a rock (which is OK btw).

Ever heard of wordplay? If not, no worries I got your back; It’s a literary technique which evokes emotions like joy, by intelligently combining various words together.

This is exactly what is happening in the above subject line, since it’s the New Year you might as well buy some New Gear, am I right?

Not to mention it also rimes, and it might be stuck in your head for a couple of hours or even days!

The email:

5. Moment

Product Launch Email Subject Line:

Moment 3.0 is here….crispier photos, smoother videos.

Why it works:

This is not a product launch email per se, although it’s an announcement of a newer, much better version of the previous product by Moment.

It clearly states the name of the product as well as the number of the newest version.

To the untrained eye it’s simply just a number, but what lies underneath is much greater!

It clearly shows that the product is progressing, and as the time goes by it is getting better and better, which means that people will be enticed to continue using it since new features are being rolled out all the time!

You might wonder though what’s those “….” . Well simply put them, it’s the drum roll noise if you want to interpret it with punctuations.

The email:

6. Envato

Product Launch Email Subject Line:

Introducing Placeit by Envato 🎉

Why it works:

A simple yet super effective subject line, especially if your brand specialises in releasing various products, it’s like killing two birds with one stone, as it introduces your newest addition presented by its name and followed by the umbrella brand name.

This alone entails the product being released by a brand which is reputable and respectful among its niche.

Although here is the kicker, the “party popper” emoji in the end! Did you know that one of the many advantages of using emojis in your subject lines is that it attracts your subscribers to see your email and therefore increases your open rates!

That means more people are going to see your product launch and the chance of converting into paying customers is increased!

The email:

7. CW&T

Product Launch Email Subject Line:

In 24 hours.

Why it works:

Remember when we talked about creating HYPE in the introduction of the article?

Well here is a perfect representation of HYPE in 10 characters done by CW&T.

Personally if I’ve seen that subject line in my inbox I might be a bit scared to open it, although curiosity would kill me so I would end up opening it and see what will happen in 24 hours!

The email:

 

8. Sumo

Product Launch Email Subject Line:

$5 to spend on the new Sumo Market

Why it works:

What you are witnessing here is one of the most old-school methods when it comes to launching a product, especially if it’s a marketplace done by Sumo.

Provide an incentive, so people would not resist the temptation to open your email and sign up immediately to not miss out on the freebies!

Here is a cool statistic why incentives work, 75% of customers appreciate companies that provide such compensation (source).

The email:

9. ProdPad

Product Launch Email Subject Line:

Say Hello to New ProdPad: You Asked, We Listened

Why it works:

The above product launch subject line is one of the most straightforward – nothing can go wrong type of subject lines.

The friendly greeting in the beginning, followed by a statement that shows that the company has listened to their customers’ feedback, and made appropriate changes to their product.

This is really powerful because it emits to current customers that ProdPad does really care about their opinion.

And as a business what’s better than having loyal customers?

The email:

10. SAKARA

Product Launch Email Subject Line:

Our newest product launches tonight!

Why it works:

This is a product launch subject line that I call “THE ULTIMATE TEASER”!

No product name, no mention of their brand, not even a small hint of what will go down tonight.

The only way to learn what is about to happen is to open their product launch email.

#MissionAccomplished by SAKARA.

The email:

 

11. Samsung

Product Launch Email Subject Line:

Express yourself with the Galaxy Tab S and S Pen

Why it works:

Samsung’s launch of their Galaxy Tab S and S Pen promises something so valuable to so many people: the ability to express themselves.

Their subject line will pretty much resonate with every human-being on the planet and that’s why it works!

Although the product is targeted to digital designers, people will be incentivized to at least take a peek at that new product that comes from such a familiar brand like Samsung.

The email:

12. Ystudio

Product Launch Email Subject Line:

NEW The Limited Edition White Rollerball Pen by Ystudio

Why it works:

The secret sauce here is three words “NEW” and “Limited Edition”.

Capitalizing the word “new” might seem like someone is screaming at you, but it will get your attention, and that’s exactly the reason why they’ve done it that way.

However, you might be shooting yourself in the foot if you are over capitalizing words within your subject line as we mentioned in the beginning of the article.

And the most important part of the subject line “Limited Edition” is that as a human being, when you are listening to the combination of those words you immediately think that this item might be really valuable, so YOU MUST get it!

This is a known technique among retailers and is based on using scarcity and urgency to increase sales.

The email:

13. Nintendo

Product Launch Email Subject Line:

The long wait is over with The Legend of Zelda: Breath of the Wild available today

Why it works:

The above subject line requires that something has already been done before launching the product.

You guessed it right: building up traction before actually launching the product can be done in the form of paid advertising, where you exactly showcase when the product is going to be launched for example.

Also, take a minute and think what would you feel when you read “The long wait is over”.

Assuming I am a die-hard fan of that particular product, reading those five words would evoke a sense of relief and ultimately lead me to buying the product immediately!

The email:

14. Playbuzz

Product Launch Email Subject Line:

The Story you have been waiting for

Why it works:

This is a particularly interesting subject line because it combines two methods we’ve analysed before.

They are using Emojis, and this particular one, semantically speaking, connotes announcement. So even if the subscriber does not eventually read the email, they will know that there has been a product announcement or a roll-out of feature.

In this instance, the brand has borrowed this very popular phrase associated with all exciting things and it has placed the product name itself (i.e. Story), as the subject of this subject line.

The combination of those two methods is practically a recipe for success!

This way you’ll be looking at higher open rates, while at the same time you’ve evoked joy to your subscribers while they read your product announcement email.

The email:

15. Regal

Product Launch Email Subject Line:

Shape a new bigger wave on the Regal 2500 RX Surf!

Why it works:

Up until this point of our analysis, you’ve probably identified the pattern among those product launch subject lines.

Using wordplay, emojis, and/or using words like announcing and new.

The above subject line falls within the wordplay category, although what really makes it work, is that you can actually do what they promise, since Regal’s product is a high speed boat.

The email:

16. Message from Earth

Product Launch Email Subject Line:

The Pioneer Plaque just landed on Earth.

Why it works:

To understand that particular subject line, a bit of context will be helpful.

“A reproduction of NASA’s Pioneer Plaque, honoring the design by Frank Drake, Carl Sagan, and Linda Salzman Sagan. Laser engraved on 6061 T6 gold-anodized aluminum, each 6 × 9 inch plaque is shipped in a gold foil-stamped paper case that features full-color NASA concept art by Rick Guidice printed beneath the plaque tray along with Pioneer blueprint tissue paper (source).”

Within this subject line they clearly state the product name, as well as baking the business name into the message.

That makes it a powerful product launch that also promotes their brand!

The email:

17. Harry’s

Product Launch Email Subject Line:

Good morning, midnight blue

Why it works:

Due to the nature of the product by Harry’s and the fact that it is specifically targeted for men, as the majority of men shave in the morning.

There is no other time to be more relevant than starting off the product launch subject line with  “Good morning”

Combining this with an effective contrast of the words “morning” and “midnight blue” which is the name of the product, adds a sense of mystery to the routine of men.

The email:

18. Away Travel

Product Launch Email Subject Line:

In case you missed it… something bigger is here

Why it works:

The above product launch subject line from Away Travel, announces their newest addition of bigger suitcases.

This subject line was included within our list because it evokes a sense of urgency, or as marketers would call it fomo marketing, by using the phrase “In case you missed it”.

Combining this with “something bigger is here”, creates a sense of mystery around the product and what exactly it might be, which will intrigue the user to open your product launch email and eventually buy it.

The email:

19. Chubbies

Product Launch Email Subject Line:

Oops

Why it works:

Well there is not much to say about that particular subject line, as it is what it is.

A perfect combination of “human error” with a hilarious element by Chubbies!

Although the preview below does not show the whole email, click here to see the whole email and you will understand.

The email:

20. Casper

Product Launch Email Subject Line:

You barked, we listened.

Why it works:

You might be a bit skeptical about that subject line although it clearly communicates the products of their brand, which as you might already have guessed is pet accessories.

However, they combine it with the “human factor” which in this case is that they listened to their customers’ feedback.

Acting upon that feedback and actually launching a meaningful product that meets their needs, will increase customer loyalty and retention.

I bet dog lovers would love to receive that email into their inbox!

The email:

21. Chubbies

Product Launch Email Subject Line:

Hologram Shorts?!

Why it works:

The use of tech terms like hologram followed by a common product name like shorts, inspires and intrigues the person that sees that particular email to at least take a glimpse inside, right?

And now something you’ve probably seen around the web, is the question mark followed by the exclamation punctuation marks.

It’s actually called an Interrobang.

In layman terms this can be interpreted as a “BANG”. It is a complimentary punctuation to exaggerate the sentence.

The email:

22. Haworth

Product Launch Email Subject Line:

Sit well, work well, feel well with Fern™

Why it works:

What I particularly like about that subject line is that they straightforwardly mention what their product is solving.

In that particular example, Haworth which is a leading brand in workspace furniture, ensures that with their new product, employees will enjoy a boost in their productivity and feel restful!

The email:

23. YouTube

Product Launch Email Subject Line:

Introducing YouTube Red: another way to YouTube

The email:

Everyone knows Youtube, almost 16% of the world population uses youtube, which is massive!

So their announcement of their newest service, Youtube Red which is now known as Youtube Premium, revolves around the Brand and how aware people are of it.

Even their new product contains their brand name which is a no brainer, while the trick here is that they’ve mentioned a brand that everyone is familiar with, twice within subject line.

This invokes trust, and trust is a major factor when launching new products.

Why it works:

24. Campo Santo

Product Launch Email Subject Line:

It’s official. Firewatch comes out on February 9th, 2016.

Why it works:

Although an outdated product launch email, it’s great to see what companies were using as product launch subject lines in order to understand their development.

In that example, the subject line focuses on when the product is being launched, building up anticipation for the product, which is the ultimate goal of a successful product launch!

The email:

25. G2Crowd

Product Launch Email Subject Line:

G2 Crowd update: We’ve officially launched!

Why it works:

In a total of just 6 words, G2crowd manages to effectively communicate news, branding, and celebration.

In what appears to be a minimal subject line, G2crowd chooses to start with the brand name itself, the part that the subscriber is already familiar with, to draw their attention.

Consider here the overlapping between Sender Name and the beginning of the Subject line. It then adds to it with the word update; everyone likes a piece of news.

It is interesting to note how the use of “we”, as well as the exclamation mark at the end of the sentence, connote a more personable message that remains professional and friendly at the same time.

The email:

26. SurveyAnyPlace

Product Launch Email Subject Line:

[New!] Personalized PDF reports are here – Check our most requested feature

Why it works:

This is a feature launch email into an existing product, although launching a new feature in terms of subject lines falls within the same scope of product launch emails.

The above feature launch subject line by SurveyAnyPlace starts with “punch” by using the following word/punctuation  [New!] which is primarily done to capture your subscribers’ attention.

Since the average office employee receives about 120 emails per day, you want to make sure that your email will stand out.

Finally, the given subject line adheres to acting on customer feedback and releasing a feature that many customers have requested by mentioning it within it: our most requested feature”.

The email:

27. Shopify’s POS Card Reader

Product Launch Email Subject Line:

Everything you need to sell in-person

Why it works:

Simplicity is key when it comes to launching a new product especially if it’s a complex product like a PoS credit card reader.

The example product launch subject line above presents you in a subtle way how their new product is going to solve your problem by including the phrase “Everything you need”.

And because this particular product is for retailers therefore making that loud and clear is a no-brainer, hence the phrase  “sell in-person”.

The email:

Final Thoughts

This concludes our massive list of product launch email subject lines major companies have used to either launch a new product or announce a feature update.

We’ve taken a look behind some of the factors that constitute a great product launch subject line, and the impact they can have in successfully launching your new product!

Let us know in the comments below what’s your favorite from the list!