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Subject lines

Updated

Product launch email subject lines

A launch is a sequence, and each email needs a different kind of subject: a teaser that makes people curious, a launch-day line that says exactly what shipped, and a last call with a real deadline. These lines cover each step.

Subject lines
50
Subject lines
40 characters or fewer
47
40 characters or fewer
Styles
5
Styles

Start with these three

  1. 1

    [Product] is live

    On launch day, plain beats clever. Readers who were waiting know exactly what this is.

  2. 2

    Something new on [launch date]

    A teaser with a date builds anticipation without overpromising.

  3. 3

    Last call: [offer] ends tonight

    A specific, real deadline is the most honest form of urgency.

Replace everything in [square brackets]. Text like {{name | 'Hey'}} is a Lumail variable: it shows the subscriber's name, or the fallback after the pipe when the name is empty. Character counts below use the fallback.

Curiosity (teasers)

For the week before launch. Hint at the problem it solves and give a date.

  1. 1Something new on [launch date]30 characters
  2. 2We've been quiet for a reason29 characters
  3. 3What we've been building since [month]38 characters
  4. 4A first look at what's next27 characters
  5. 5This fixes the thing you told us about38 characters
  6. 6You asked for this. It's almost ready37 characters
  7. 7Can you keep a secret until [day]?34 characters
  8. 8The biggest thing we've shipped31 characters
  9. 9Coming [day]: [hint at the outcome]35 characters
  10. 10Here's why we rebuilt [part of Product]39 characters

Benefit-led (launch day)

Say what shipped and what it does for the reader. Lead with the outcome.

  1. 11[Product] is live17 characters
  2. 12Introducing [Product]: [one-line promise]41 characters
  3. 13Now you can [outcome] in [time]31 characters
  4. 14Meet [Product], the easier way to [task]40 characters
  5. 15[Feature] is here17 characters
  6. 16New: [outcome] without [pain]29 characters
  7. 17[Product] 2.0: faster, simpler, [benefit]41 characters
  8. 18The [tool] you've been waiting for is here42 characters
  9. 19Say goodbye to [annoying task]30 characters
  10. 20It's here: [Product] for [audience]35 characters

Urgency (real deadlines only)

Only use these when the deadline or limit is real. Readers remember when it wasn't.

  1. 21Last call: [offer] ends tonight31 characters
  2. 2248 hours left for launch pricing32 characters
  3. 23Early access closes tomorrow28 characters
  4. 24Launch bonus ends [day]23 characters
  5. 25Final hours: [offer]20 characters
  6. 26Only [number] founding spots left33 characters
  7. 27Doors close at midnight [timezone]34 characters
  8. 28Your early access expires today31 characters
  9. 29Launch week ends Friday23 characters
  10. 30Price goes up tomorrow22 characters

Personal

For early access and follow-ups to engaged subscribers who raised their hand.

  1. 31{{name | 'Hey'}}, you're first in line25 characters
  2. 32You're early: [Product] is open for you39 characters
  3. 33{{name | 'Hi'}}, I'd love your take on this30 characters
  4. 34Built with your feedback, {{name | 'friend'}}32 characters
  5. 35Your questions about [Product], answered40 characters
  6. 36{{name | 'Hey'}}, your early access link27 characters
  7. 37A personal thank-you from the team34 characters
  8. 38I made this for people like you31 characters
  9. 39{{name | 'Hi'}}, did you see what launched?30 characters
  10. 40Your spot is saved, {{name | 'friend'}}26 characters

Short

Two to four words for launch day, when the product name does the work.

  1. 41It's live9 characters
  2. 42We launched11 characters
  3. 43Finally here12 characters
  4. 44Doors open10 characters
  5. 45Meet [Product]14 characters
  6. 46Ready?6 characters
  7. 47Today's the day15 characters
  8. 48New: [Feature]14 characters
  9. 49Last chance11 characters
  10. 50Tomorrow8 characters

What makes these work

  • Use a different style for each step. Teasers can be curious, launch day should be explicit, follow-ups should answer questions, and last calls need a deadline. One style for the whole sequence wears thin fast.
  • Name the product on launch day. Subscribers who were waiting scan for the product name. Put it in the first few words.
  • Only promise deadlines you keep. If launch pricing is extended after the last call, the next launch's deadlines will be ignored.
  • Keep it under 40 characters when you can. Mobile inboxes often truncate at around 30 to 40 characters. Launch subjects with a long product name should drop everything else.
  • Check for spam triggers. Launch emails lean on words like "free", "limited" and "last chance". One is fine; a subject full of them, in capitals with several exclamation marks, is a problem.

Before sending, paste your line into the subject line tester to check its length and wording, and run the full email through the spam tester.

Frequently asked questions

What is a good product launch subject line?

On launch day, a plain one that names the product and the outcome: "[Product] is live" or "Now you can [outcome]". Save curiosity for teasers and urgency for real deadlines.

Should I use urgency in launch subject lines?

Only when there is a real deadline or limit, such as launch pricing ending on a specific date. False urgency trains your list to ignore future deadlines.

How many launch emails should I send?

Usually four to six: a teaser, early access for interested subscribers, the launch announcement, a follow-up answering objections, and a last call if there is an offer. See the product launch templates for each one.

Do emojis help launch subject lines?

They can help a launch stand out if your brand already uses them. Use one at most, and check how it renders on mobile and desktop before sending.

Related

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