Great Email Breakdown: Darn Tough New Product Email
Who doesn’t love launching something new? There's nothing cooler than finally releasing that product you’ve spent so much time creating. It's only topped by seeing people use and enjoy it.
But before you release your new product, you need to figure out how you’re going to promote it when launch day comes. Since I'm an email copywriter, I might be biased, but your email list is one of the first and best places to announce it.
Email subscribers are the most engaged segment of your audience. By sending new products to them first, you'll boost your sales, get more word-of-mouth marketing, and make those customers feel special.
In this post, I’m breaking down a real-life new product email I got from the sock brand Darn Tough. We’ll discuss what they did well (hint: it’s a lot) and how you can write something like this for your business.
New product email breakdown
Subject line
This subject line perfectly uses modern lingo without feeling too “hello there, fellow kids”. If you're still a little confused, the preview text makes the email's subject extra clear.
Hero image
The email opens with a custom GIF instead of the more typical hero image. I love how they blurred out the new socks to capture attention immediately and make you even more curious.
Copy
This copy is short, sweet, and to the point. Instead of telling you about their new socks and colors, they invite you to see them for yourself. I also love the little pun they worked in.
CTA
The email ends with a CTA button linking to their new products. It continues the theme of the email by using the phrase “take a peek” instead of something boring like "shop now".
My overall thoughts
This email is fantastic. I love their decision not to show the new products right out, but instead encouraging you to visit their website to see them in full. The GIF image is so fun, as is the tone of voice.
How to write an email like this
Try GIFs
Several of my favorite marketing emails lately have included GIFs. They’re a fun alternative to a still image and are easy to match to your brand. Like I said, I don't think this email would be half as memorable without it.
Why not play around with adding a GIF to your emails? Just keep it to one or two to prevent subscribers from getting overwhelmed. Also consider creating GIFs of your products to use, rather than generic ones from the internet (unless they're on brand, of course).
Keep it fun
New product emails can be boring sometimes. Just “here’s our new product” and nothing else. The puns, lingo, and tone of this email make it engaging to read and easy to click through to see these new socks they’re talking about.
What ways can you make your next launch email a bit more fun? Maybe you could add an interactive element, throw in a video, or showcase creators' content. You could even go plain text, something not enough businesses utilize.
Get subscribers to your website
I love that this email is designed to get you on their website. Whether you click the CTA button or the image, that's where you end up. They even conceal the new products, so you have to visit their website if you want to learn what they are.
Remember the point of your new product email is to get sales. You want to make it as compelling and easy as possible to get people from your email to your website. That’s why including clear CTAs and plenty of links is important.
New product emails don't have to be long, as this email proves. If you're looking for an idea for your next launch, give this format a try.
Do you need a writer to help you create emails like this? I’d love to work together! Click the button below to set up a free call to discuss your needs today.
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