15 Product Marketing Email Examples [+Tips ]

Effective product marketing is a powerful tool to communicate your product’s unique value, engage customers and drive more sales. Whether you’re launching a new product, highlighting key features, or nurturing subscribers, the right email strategy can turn leads into loyal customers.

This post dives into practical examples of product marketing emails that get results. From compelling subject lines to strategically crafted calls-to-action (CTAs), you’ll see how top brands create emails that resonate and convert.

Each example is paired with actionable insights to help you tailor your own campaigns, ensuring your emails stand out in crowded inboxes. Whether you’re just starting out or refining your email strategy, these examples will inspire and guide you toward creating emails that captivate, inform, and deliver results.

What is Product Marketing?

Product marketing is the process of promoting, positioning, and generating demand for a product by connecting it with its target audience. It focuses on understanding customer needs, communicating the product’s unique value and how it solves their problems, and showcasing how it stands out from the competition.

Types of Product Marketing Emails

Product marketing emails can serve different purposes. Let’s see the most common types before delving into the examples we’ve prepared.

• New product launch: Create excitement for a release.
• Product updates: Highlight improvements or new features.
• Cross-sell and upsell emails: Recommend complementary products or services.
• Back-in-stock alerts: Re-engage customers and drive conversions for high-demand products.
• Customer testimonials and case studies: Showcase customer success stories.
• Seasonal promotions: Tie product offers to holidays or events.
• Product summaries: Share an activity dashboard with your users or subscribers (e.g., a weekly report).

In the next section, we’ll take a look at some wonderful examples of product marketing emails from well-known brands.

15 Product Marketing Email Examples (By Category)

Our team has handpicked the best product marketing email examples and categorized them by type.

New Product Launch Emails

Best for: eCommerce and SaaS

This new product launch email by Clarks introduces a new pair of shoes in collaboration with lifestyle brand HUMAN MADE.

What works well in this new product launch email:

• High-quality images of the product in prominent places ensure the focus remains on the new collaboration.
• Iconic landmarks (i.e., Big Ben) give products a cultural significance and add a storytelling element to the campaign.
• The CTAs are simple and actionable, providing direct pathways for subscribers to explore further.
• The email’s layout, color palette, and font choices are consistent with Clarks’ branding, maintaining professionalism and trust.

Key takeaway:

✅ Use compelling imagery and a clear CTA. If your email campaign teases the launch, you can also tailor your email copy to build anticipation or highlight exclusivity.

Product Updates

Best for: SaaS, tech, or subscription-based businesses

Frequency: As updates happen (e.g., monthly or quarterly)

This is an example from Ahrefs’ monthly product update. In these campaigns, users can expect to be informed about new functionalities inside the platform and how to use the new features.

What works well in this product update email:

• Clean design focusing on the purpose of the email (i.e., showcase new features and use cases).
• Visual demonstration of the new feature through a video, allowing subscribers to visualize how the new features can be used.
• The email campaign caters to all user preferences by including both a video and a blog post version of the product updates.

Key takeaway:

✅ Focus on user benefits and provide interactive visuals that demonstrate the features.

Tips to create similar campaigns:

• Don’t just describe the new features; highlight the benefits users will get.
• Include visual examples or GIFs to showcase updates in action.
• Offer a clear CTA to encourage users to try or adopt new features.
• Ensure the design is easy to scan for busy recipients.

If you want to see a quick breakdown of Ahref’s product update emails, check out this video.

Cross-Sell & Upsell Emails

Best for: eCommerce mainly but also SaaS businesses

This is an email campaign we received from Heroine Sport. It blends the transactional aspect of the campaign with clever cross-selling.

What works well in this cross-sell email:

• The product recommendations are part of the order confirmation email, so you can hit two goals in one campaign.
• The recommendations feel targeted and personalized since they come from the same collection as the product purchased.
• High-quality product images help customers visualize the items.

Key takeaways:

✅ Use customer data (e.g. purchase behavior, level of engagement) to drive conversions.

✅ SaaS businesses can increase their revenue by cross-selling add-ons or upselling their subscription plans.

Tips to create similar campaigns:

• Use customer reviews or ratings for the suggested items to build trust.
• Add a countdown timer or include a special discount for the cross-sell items to increase urgency and encourage immediate purchases.

Seasonal Emails

When to send: Plan ahead and send emails early (at least 2 weeks before)

Here we have a Halloween email campaign from Moosend. The email marketing service has chosen a dark theme that aligns with the specific holiday. On top of that, the language used in the campaign reflects the Halloween spirit.

What works well in this seasonal product marketing email:

• This isn’t just a discount email. Supplementary resources like templates and a playlist help users improve their campaigns, making the email educational as well as promotional.
• Actionable and playful CTAs (“Get your bloody discount” and “Dare to enter”) guide users towards the desired action.

Key takeaway:

✅ Create urgency with time-sensitive discounts and add value beyond sales by including resources like guides and templates.

Back-in-Stock Alerts

Best for: Brands offering physical products

This is a back-in-stock email marketing campaign we received from the popular beauty brand Sigma Beauty.

What works well in this back-in stock email:

• The campaign has a simple and minimalistic format, keeping the focus on the product.
• It creates urgency and emphasizes demand from the first lines of email copy.
• There is a high-quality image of the product at the center, with brief text around it explaining why it is a must-have.
• Before and after images showcase the use and value of the product.

Key takeaway:

✅ Create excitement with scarcity messaging. Use an attention-grabbing subject line and include a review or testimonial inside the campaign, if possible.

Customer Testimonials

Best for: All kinds of businesses

In this email, HubSpot showcases how Loom improved its efficiency using the HubSpot marketing platform.

What works well in this customer testimonial email:

• The headline captures attention by highlighting a specific and impressive result.
• There is a strong visual hierarchy with bullet points to make information easily scannable.
• This email campaign is full of quantifiable results, like “what used to take 35 hours now takes 7,” which clearly demonstrate the product’s impact.

Key takeaway:

✅ Build trust with authentic customer experiences.

Product Summary Email (Weekly Report)

Best for: SaaS, Small businesses, eCommerce, Entrepreneurs

This is a typical product summary email from Kit. With this email, Kit informs users about their weekly activity and provides tips for improvement.

What works well in this customer testimonial email:

• Concise branding that’s prominent and easy to spot, reinforces brand identity.
• Attention-grabbing header in bold uppercase letters sets the tone for the email content
• With a simple and clean presentation of key metrics, users can easily assess their performance at a glance.
• The message, “There wasn’t much activity this week—let’s change that!” is motivating without being overly critical.
• A call-to-action (“Learn how”) directs users to grow their email list with practical advice, turning a lack of activity into an opportunity for improvement.

Key takeaway:

✅ Share an activity dashboard to boost user engagement, bring users back into your app or product, and encourage them to learn more about features that could help their business grow.

User Onboarding

When to send: After your welcome email. It could be a series of emails that span the duration of your free trial or free plan.

This is an email campaign from Formstack aiming to help new users navigate the platform’s features and provide some support channels.

What works well in this user onboarding email:

• It provides actionable resources broken into digestible sections, each addressing a specific user need (e.g. templates to save time, academy for tutorials, support center for troubleshooting, etc.)
• The email focuses only on key information without unnecessary text. This keeps it concise, actionable, and easy to scan.
• There is consistent Formstack branding, including the logo, tagline (“Build powerful forms. Without code.”), and social media links, reinforcing the brand identity.

Key takeaway:

✅ Guide users towards taking meaningful next steps.

✅ Avoid overwhelming users with too many options and focus on 1–3 key actions.

Price Change

When to send: Give your customers some time to adjust (e.g., a month) and send a reminder 1-2 days before the price change

Here is an email campaign from Mailchimp announcing pricing changes to existing users.

What works well in this price change email campaign:

• The email is upfront about the pricing changes, providing a clear breakdown of the price increase (average 7%).
• The campaign justifies the price increase by demonstrating value (i.e., introducing new features for legacy plans).
• The tone is positive and customer-centric by using phrases like “celebrate that loyalty” and “best possible experience”.

Key takeaways:

✅ Frame price changes as an opportunity to emphasize added value and build trust.

✅ Be transparent and show customers your appreciation for their loyalty and commitment.

Webinar Registration

When to send: Send an invitation 2-4 weeks before the webinar, follow up with reminders, and send useful info the day before (e.g., link to join the webinar, Q+A doc)

This is a webinar registration email campaign sent from Moosend, promoting their upcoming webinar about generative AI in email marketing.

What works well in this webinar registration email:

• The email starts by addressing common pain points such as “serious writer’s block” and “time-management skills going out the window,” effectively hooking the audience with relatable challenges.
• The CTA button “I’m in!” is visually striking, uses enthusiastic language, and is repeated for emphasis. This encourages readers to take immediate action.
• The speaker profiles add credibility and a personal touch. Featuring the speakers’ expertise and personality creates trust and connection with the audience.

Key takeaways:

✅ Craft your email with an easy-to-read structure, ideally using bullet points for key information.

✅ Focus on how you can help users or solve their pain points.

Educational Emails/Newsletters

Frequency: Depends on the expectations you set during newsletter signup

This is an email newsletter campaign from the eCommerce platform Shopify.

What works well in this email newsletter:

• This educational email has a clean design, immediately stating what’s included in the campaign (to cater to busy recipients).
• To increase engagement with the brand, users are encouraged to explore Shopify’s resources without any upfront cost (“20 free tools”).
• Prominent and actionable CTAs in every section of the email.

Key takeaway:

✅ A reader-centric design is key. Your content must be segmented and easy to digest, catering to a time-strapped audience.

Sales & Promotions

Best for: All types of businesses

Here is an example of a promotional sales email we received from CoSchedule .

What works well in this sales email:

• The email campaign creates a sense of urgency by using various phrases throughout the email to make the opportunity feel time-sensitive.
• The email design is eye-catching using bold and contrasting colors.
• The clever use of language (“Don’t let another year pass without investing in yourself”) appeals to the reader’s desire for personal growth and professional success.

Key takeaway:

✅Employ an easy-to-read email design that attracts attention, and promote urgency to encourage immediate action.

Feedback/Survey

Best for: SaaS, Travel and Hospitality businesses

In this product marketing email example from Moosend, the company shows its appreciation for the trust of customers while also encouraging feedback.

What works well in this customer feedback email:

• The email has a celebratory tone and positions the brand as an industry leader. At the same time, it associates the achievements with the support from the customers.
• The brand invites constructive feedback with a clear CTA and shows a willingness to improve based on user input.
• The campaign also highlights recent feature updates for users who might not be aware of these tools, increasing engagement with the product.

Key takeaways:

✅ Use straightforward CTAs and questions that encourage users to share valuable insights.

✅ Make sure to show your appreciation for your customers’ loyalty. After all, you need loyal customers to have a successful brand.

Account-Based Campaigns

Best for: Subscription-based models

Another product marketing email category is account-based emails, usually prompting users to renew their subscriptions, upgrade their plans, etc. The specific example from SocialBee is a plan upgrade email.

What works well in this upgrade email:

• The email prominently promotes urgency (“1 day remaining”). Also, the progress bar is a visual cue that reinforces the time sensitivity, motivating users to upgrade before their trial ends.
• The “What does this mean?” section lays out the consequences of not upgrading in a concise way.
• The campaign has a conversational tone (“Hey there”, “Keep buzzing”). The signature from Ovi (including a profile image) makes the message feel less transactional and more like direct communication.

Key takeaways:

✅ Combine urgency with value. Provide a strong incentive for people to act.

✅ Include social proof to add credibility to your offer.

Transactional Emails

Best for: eCommerce

This is a transactional email example from Redbubble.

What works well in this transactional email:

• The inclusion of product images, names, and descriptions enhances clarity and reinforces excitement about the purchase.
• The progress bar visually communicates the current status of the order.
• Emphasis on Redbubble’s values (Find your thing, Artists make money, We ❤️ Earth) to create an emotional connection with the brand.
• Clever FAQ section at the bottom aiming to minimize friction and provide help before customers open a ticket.

Key takeaway:

✅ Your transactional campaigns are an excellent opportunity for loyalty building, by ensuring customers feel informed and valued.

Tips for Crafting Effective Product Marketing Emails

In the previous section, we saw some product marketing email examples to understand how they work and get you inspired.

Here are some practical tips and strategies you can follow to maximize the effectiveness of your product marketing email campaigns:

• Keep the email copy concise and benefit-focused: Every product marketing email needs to focus on the value your product or service offers and how it makes your work/life easier.
• Personalize the message to the recipient’s preferences and behavior: This makes your campaigns feel personal and builds trust.
• Use high-quality visuals to showcase the product effectively: As we saw in the examples above, images help the reader “visualize” the benefits of using the product. On top of that, visuals can also strengthen your message.
• A/B test subject lines, CTAs, and design elements: This is a standard practice to optimize your performance. Without testing, you cannot know for sure what yields better results.
• Monitor analytics: You can refine your strategies based on the open rates, click-through rates, and conversions you observe.

Embark on the Product Marketing Journey

Product marketing emails are an essential tool to drive engagement and sales, no matter the industry of your business. Draw inspiration from the product marketing email examples above and try out these strategies in your next product marketing campaign. Remember, even though they’re called “product marketing emails,” they should still be about your customers. Make sure to add value and share info your customers want to get.

Frequently Asked Questions

Here are some frequently asked questions and their answers.

1. What is a product marketing email?

A product marketing email is a targeted email campaign designed to promote a specific product or service, educate potential or existing customers, and encourage actions like purchases, trials, or inquiries. Product marketing email campaigns typically highlight unique selling points of the product and key benefits.

2. How often should I send product marketing emails?

The frequency of product marketing emails largely depends on your business type, audience preferences, and goals. You can start with 1-2 emails per week and adjust based on audience feedback and engagement. Be sure to prioritize value and relevance in order to build trust and maintain interest.

3. Should I use automation for product marketing emails?

Yes, automation can help you streamline and personalize your campaigns. For example, with automated welcome sequences you can introduce products to new subscribers. With drip campaigns, you nurture leads with a series of emails over time while building trust at the same. So, yes, automation can work wonders for your product marketing email strategy.