9 Product Launch Emails That Will Make You More Money
Jan 17, 2026
Product launches are fun. You are creating something new and bringing in money for all that hard work you’ve put in.
Do it right and a launch can feel like a party. (A party where all the guests pay you a pretty sweet entrance fee.)
But do it wrong?
Frustration.
Bitterness at your audience for not buying.
Fear at all the time (and potentially money) you just wasted.
Or even worse?
Throwing in the towel all together and deciding running a business just isn’t for you.
We don’t want that!
Often, an underperforming launch can be helped by sending the right emails. So that’s what today is about: eight launch emails that can prime people to buy, bring in more money, and make the whole roller coaster of a product launch less emotional.
One very important note before I dive into the rest of this article: the best emails in the world can’t save a bad offer, or an audience that just doesn’t buy. Quality launch emails are the lighter fluid you put on top of a fire that is already burning. Not some magic bullet that can start a fire in the first place.)
Alright, with that out of the way:
The 9 Product Launch Emails That Will Make You More Money
#1: prelaunch emails
Prelaunch emails are essentially all about anticipation. (I suggest you check out Jeff Walker if you want a repeatable system for this). When you sell something, you don’t want to just get straight into selling. You want to warm people up first.
Pre-launch emails can take on many different styles. But the most common: a few emails 3-7 days before your launch date to build excitement.
You can talk about a few different things in these emails:
“Behind the scenes” of you preparing the product launch
Screenshots or pictures of the product itself
Helpful content from your program that you send for free (kind of like an “appetizer” of the main offer)
Important to know: these are NOT about selling. In fact, it should be impossible to buy from these emails. If you're going to link to anything, it should be some piece of content. Not a sales page.
#2: cart open emails
The cart open email/s (the first 1-2 emails you send on your launch date) should be simple. Tell them your offer is live, give them a link- and that’s it. This will always be one of the highest performing emails (opens and clicks) because people are curious. They want to see what the big deal is about.
If you have done presale emails (and even if you haven’t), this is usually where you want to “get out of the way.” You don’t want to overexplain. If you have a decent sales page, that’s where the potential customer is going to learn everything they need to know.
Cart open emails should be short and simple. The longer ones (see below) are when you can start getting into more detail.
#3: objections
Anytime somebody is thinking of buying something, their brain is going through a list of objections:
Is this right for me?
What if it doesn't work?
What if my situation is different?
Will this company make good on their promises?
Objections (whether conscious or subconscious) are a natural part of the buying process. We all do it. As a company, it's your job to overcome these objections.
I like to split objections into two categories:
Universal objections people always have before they buy something
Offer specific objections that are relevant to your offer alone
Answer both of these types of objections, and your “objection answering” emails will perform better.
#4: stories
We all love stories. You’ve likely heard this many times.
Well, it’s true. Include some stories in your launch emails, and people will actually enjoy reading them. And that’s a great place to be in when you are trying to sell something.
The cool thing is that story emails don’t have to be complicated. You are really only limited by your imagination here. (Hope you have an imagination lawlz).
Obviously you want your story to be somehow connected to what you're selling. Here are a few examples to get you thinking:
the origin story of your product
a “behind the scenes” story of you making your product
a story from your past of how you used to struggle with the same problem as your audience
some random, seemingly “unrelated thing” that you recently experienced that somehow is related to your product
the story of one of your past clients and how they had success using your product or service (see email #5 about “social proof” emails)
Stories are interesting. They allow people to let their guard down. When you tell them in the right way, they position your offer as a “no brainer” type of purchase.
And one underappreciated thing about story emails during a launch: it just makes you seem cool. Like you as a business aren’t just shoving “BUY MY THING” emails down your audience’s throat. Like you couldn’t care less about making the sale.
And, of course, that non-neediness is usually how you make the sale.
#5: social proof
Any product launch that neglects social proof of some kind is going to underperform.
Exactly HOW you show social proof will vary. For example, maybe you're launching something for the first time. In that case, you haven't had customers yet for this new product. New customers = no reviews.
But you know what you DO have?
Comments on your content.
Reviews from other programs.
Nice things people have said to you on social media or via email.
This is all social proof. And it can all ease the worry that potential customers naturally have before investing in your offer.
Keep this in mind: social proof is really just about gaining the trust of a potential customer. About proving what you say. Anything you have that gains that trust is worth considering.
#6: FAQ’s
People usually have at least one or two questions (and often many more), before they buy something. And the number of questions goes up even more when the product or program is expensive.
And if you want to do it as effectively as possible:
These emails are a great way to overcome objections. Literally have some of the “FAQ’s” just be the main objections that students have, and then answer them.
#7: “sneak peek” emails
People want to see what they’re about to buy. This is where sneak peak emails come in. It’s a way of easing the logical side of their brain that “they’ve done their research”, and makes them less nervous before they purchase.
I’m not saying you have to give them part of your course for free. But it’s not a bad idea.
One thing we did at StoryLearning was edit a few of these course videos to be smaller snippets. These were videos that explained the vocabulary and grammar that the student was learning within the course. They were probably about ~20 minutes in length each.
But the snippets? Only part of the video. Maybe like 2-3 minutes. But this was enough for the potential student to get an idea.
We would link them in emails, and the subject line would be something like “Sneak peak (video lesson inside)”. These were some of our highest engagement emails.
(It’s also worth doing this on your sales page. I think it’s a missed opportunity to not embed some kind of video from your program on your sales page if you have it.)
#8: pain point emails
Why is your customer buying your product? At its most basic, it’s to:
Have more good in their life
Have less bad in their life
Sit down before your launch and write down what specifically “more good” and “less bad” actually mean. And try to get as deep or specific as possible. These are your more emotional emails, the emails where you future pace your subscribers with what their life could look like.
The “more good” should be obvious (what are the skills / end results that your prospect will experience after purchasing?). But the “less bad” part is where you can really make a ton of money. These are all those negative emotions we all try to avoid (sadness, anger, embarrassment, shame, etc).
Get this right, and you can have the best launch of your life. Of course, this is dependent on you knowing your audience. That’s why audience research needs to be a huge part of everything you do.
Pro tip: use the “deep research” mode in ChatGPT to scrape Reddit posts in groups that your audience would be part of. This will give you a goldmine or “straight from the source” insight to work with.
#9: time-bound transformation
Your customer isn’t actually buying your product or service. They are buying the end result or transformation they get in return for spending money.
(Read that again.)
You will (become / do this) in (this amount of time)
Reminder
#9: last chance / last call
The last day of your promotion is similar to the first one.
You want to get out of people’s way and just let them buy. You have already done the hard work of making your sales argument. Now? Just send them a link and call it a day.
These emails are essential because the majority of your customers will buy on the last day. From the 50+ launches and promotions I've been involved in, it's almost ALWAYS this way.
Give them a link, and let them know that time is expiring. Simple as that.
Product Launch Emails: Your Ticket To More Successful Launches
Product launches are a lot of fun, and they can make a huge difference for your business.
But product launch emails? That’s where you really get the cash register ringing.
Include these nine emails in your product launch or promotion-
And you will make more cash, guaranteed.
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