How to Craft an Engaging Pre-Launch Email for Your Handmade Products

Tips to Build Buzz and Drive Urgency Before Your Big Launch

A well-crafted pre-launch email can build anticipation and create a strong foundation for a successful product release. Let’s break down how to design an engaging pre-launch email that not only informs but also excites your audience. We’ll take inspiration from Shift Robotics’ recent email and add a few tips to make your email strategy even more impactful.

Tips + Real-World Examples from My Experience:

👉 Start with a Bold Headline: Shift Robotics nailed it with "Pace of Life, Redefined"—a bold headline that grabs attention. When I created a pre-launch email for my handmade candle collection, I led with a captivating line, "Light Up Your Life with Our New Scents." This approach instantly set the tone and sparked curiosity. Your headline should give a hint of what’s to come while leaving the reader wanting more.

👉 Use Lifestyle Imagery: Including visuals that show your product in real-life scenarios can help customers imagine how it fits into their lifestyle. For my latest skincare line, I used images of people applying the products in their morning routines. This helped highlight the practicality and ease of use, leading to a 17% increase in email click-through rates. If you sell jewelry, for instance, consider photos of people wearing your pieces at different events to showcase versatility.

👉 Break It Down with Digestible Sections: The clean, block-style layout used by Shift Robotics makes it easy to highlight key features without overwhelming the reader. When I sent out a pre-launch email for my new bath bombs, I broke down each unique feature—such as "Turmeric Glow," "Tan Remover," and "Activated Charcoal Detox"—into its own section with a short description. This allowed customers to understand the benefits at a glance, increasing engagement.

👉 Create Catchy Headlines for Each Section: Headlines like "Float Like a Feather" and "Stealth Mode" not only grab attention but also convey product features in a fun way. I did something similar with phrases like "Glow on the Go" and "Soak Away Stress" for my bath products, which resonated with customers and gave the email personality. Keep your section headlines snappy and relevant to pique interest.

👉 Drive Urgency with Exclusive Access: Shift Robotics’ final call-to-action, “Mark Your Calendar,” is good, but adding a touch of urgency can take it to the next level. In my pre-launch emails, I often include phrases like, "Be the First to Know!" or "First Access for Our VIPs." For my most recent launch, I offered early access to email subscribers, framing it as a "private sale." This simple tactic resulted in a 22% higher open rate and doubled the number of early purchases. Use language that makes your subscribers feel special and creates FOMO (Fear of Missing Out).

Pre-launch emails are your golden opportunity to build excitement and give your subscribers a sense of exclusivity. Don’t miss the chance to create that buzz!

Question: 

Are you giving your subscribers an exclusive reason to engage with your pre-launch emails, or are you missing out on creating that sense of urgency?