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How To Do Product Launches The Right Way With Email and SMS

Author

Max Sturtevant
March 18, 2026

The Inbox Newsletter

Hey it’s Max from The Inbox Newsletter.

We had a brand have a record month last month with their new product drop using a couple of unique strategies…

Here's what we did:

“

2-3 Weeks Out: Subtle Mentions In Campaigns

Start mentioning the drop in your regular emails.

A banner at the top. A P.S. at the bottom.

Something subtle in your emails that builds curiosity and gets the subscribers engaged.

Post about it on socials and push people to your email/SMS list for early access.

Teaser At Bottom Of Email Blasts

1 Week Out: Deliverability Booster Email

Send 1-2 dedicated teaser emails.

I love using this hype up deliverability booster email below…

It gets really good engagement and we’ve notice it helps with results on the drop email.

Try not to reveal too much on the teasers. Create a curiosity gap.

“Something new is coming. It's not like anything we've released before."

I also recommend doing one dedicated graphic teaser email.

Deliverability Booster From Forest Ink

Day of Launch: SMS Early Access

SMS goes out first (and make sure the SMS knows this is exclusive… helps with conversions).

This is the reward for being on your text list. Early access before anyone else.

Advertise this in the weeks leading up so people have a reason to subscribe and in your teaser email(s).

Then the full product drop email goes out to everyone else.

The key: Product drops fail when nobody knows they're coming.

Build anticipation with subtle mentions and 2 dedicated teasers. Reward your SMS list. Then launch.

If you want help planning your next product drop or any sort of sale, you can ask me directly in my Email Marketing Course / Community with weekly calls every Friday. Click here to join.

Email Inspiration Of The Day

Brand:
De Soi

Email Design:
https://drive.google.com/file/d/1sdtLiNTf-_YEw_AMKqIYVAk5uzjTarHv/view?usp=sharing

Notes:
This email turns product education into a game. "Two Truths and a Lie" stops the scroll and actually makes you read the statements. You want to guess which one is wrong. Then the reveal does the selling for them.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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