How To Properly Launch A Product On Email To Sell Out Your Warehouse

Hey it’s Max from The Inbox Newsletter.

Today, I'm teaching you how to avoid every brand's worst nightmare.

Maybe you’ve lived it… you spent months on a new product. Formulating, tweaking, and making sure your new product is perfect.

You announce it to your list and then… crickets.

Most brands pour everything into product development but completely drop the ball when it comes to actually selling the launch.

Listen my friend… your customers don't care that you have a new product. They care about what it does for them and they care about if they perceive it to be popular.

Today I'm breaking down the 3-phase email system we use to turn product launches into actual sales events.

Key Takeaways:

• Pre-launch hype builds anticipation and primes your list to buy

• Launch day needs urgency, not just information

• Post-launch follow-ups capture the fence-sitters and create FOMO

Phase 1: Pre-Launch Hype (3-5 Days Before)

Whatever you do, DO NOT skip this step.

Most brands go straight to "NEW PRODUCT AVAILABLE" and expect people to care.

But your list needs to be warmed up. They need to anticipate it. They need to feel like they're part of something.

Send 1-3 pre-launch emails:

Email 1: The Teaser (5-7 days out) Mystery builds curiosity. Show a silhouette. Ask "Can you guess what's coming?”

Think "Who's that Pokémon?" energy. (We did literally that for one of our brands. See below)

Don't reveal everything. Give them just enough to get excited.

Email 2: The Founder Story (3-4 days out) This is a text-based email from the founder explaining WHY this new product exists.

What problem does it solve? What's the story behind it?

This builds emotional connection and gives context.

Example angle: "I've been working on this for 6 months and I'm finally ready to share it with you..."

Email 3: Early Access / VIP (1-2 days out) Give your email list first dibs. Make them feel special.

"You're getting this 24 hours before anyone else."

This rewards loyalty and creates exclusivity.

Why this matters:

Pre-launch emails do two things:

1. Prime your audience to expect the launch (so they actually open your launch email)

2. Build desire before the product is even available

If someone sees 3 emails building up to something, they're WAY more likely to buy when it drops than if you just cold-announce it.

Phase 2: Launch Day

This is your moment. Don't waste it on a boring announcement.

Launch day emails need three things:

1. Clear value proposition (what it does for THEM)

2. Urgency (why buy NOW)

3. Social proof (if you have it)

Structure that works:

Hero image of the product front and center. No confusion about what this email is about.

Headline that speaks to the benefit, not the feature.

Bad: "Introducing our new titanium kitchen tools" Good: "Thanksgiving prep just got 10x easier"

Clear CTA. "Shop Now" or "Get Yours."

If it's seasonal, lean into it HARD. For a Thanksgiving launch make it about turkey prep. For a summer launch make it about whatever they're doing in summer.

The product should feel timely, not just new.

Send 2-3 emails on launch day (if you really want to sell out):

• Morning: Main launch email

• Afternoon/Evening: Reminder or different angle

• Night (optional): "Still available" for non-openers

  

  Client Example: Benefit-Driven Launch Email

Phase 3: Post-Launch Follow-Up (1-3 Days After)

This is where you capture everyone who was interested but didn't buy.

The "Running Low" Email

Scarcity is one of the most powerful drivers in ecommerce.

Even if you're not actually running low... you can still create urgency around stock.

"Last chance before it's gone" "We can't guarantee stock - it's first come, first served"

The "Don't Be This Guy" Angle

Show a fake text conversation of someone who waited too long and missed out.

"I waited for the sale... now it's sold out" "Yeah, that happens every year. We announce early for this reason."

This is social proof + FOMO combined. Super effective.

Why people don't buy immediately:

• They got distracted

• They wanted to "think about it"

• They were waiting for a better offer

Your follow-up emails address all three:

• Reminder = fixes distraction

• Urgency = stops overthinking

• Scarcity = kills the "I'll wait" excuse

Look, you don’t need to do this for every launch, but for big ones you absolutely should.

Steal some of these ideas and watch them bring you a boatload of cash.

And if you want a team to do this all for you so you can just focus on creating banger products, book a call with us here.

Email Inspiration Of The Day

Brand: Sayso

Email Design: https://drive.google.com/file/d/1_T-l6fWMBZeI2yr_ALS0FzgT9u8Os3Tp/view?usp=sharing

Notes: This is a very creative use of visual storytelling with the Polaroid cutouts. The thing I would change is adding a button in the hero section and making the buttons overall larger.

Template of The Day

If you want access to a bank of 134 mix and match templates like this equating to over 5,000+ possible email designs, click here » 

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

Cheers,

Max | Well Copy Email & SMS Marketing

PS - If you run a 7-9 figure ecommerce brand and you want to have a free email strategy consultation, book a call here » 

PPS - I have a few different products you can buy. If you purchase any one of these products you get access to my private community of 1500+ members with daily posts from me, access to me for support 24/7, and private calls.

• Ecommerce Email Mastery: A 60 lesson course breaking down everything you need to know about ecommerce email marketing in the most concise and organized manner. learn more »

• Mix and Match Email Design Templates: 134 email section templates that can make 5,000+ unique email designs with, learn more »

• QuickFlow Templates: All core 7 core email marketing flows fully templatized with examples, learn more »