Writing a launch email
The launch email is the single most important message of your drop. Email is your highest-converting channel because subscribers chose to hear from you and you get to reach them directly, so this email often drives the biggest share of your sales. Send it the moment your drop goes live, to your warmest audience first.
What to include:
- A clear, exciting subject line that signals the drop is live now.
- An immediate announcement. Say plainly that the drop is open, and lead with a strong image of the work.
- The story in brief. A short reminder of what the project is about and why it matters; you've built this up already, so keep it tight.
- The key details. Sizes, edition numbers, framing options, shipping and prices, so there are no barriers to deciding.
- Urgency. State the exact end date and time, and that editions are limited, so readers know not to wait.
- One obvious call to action. A single, prominent button linking straight to the store. Don't bury it or compete with other links.
Keep the design clean, make sure every link points to the correct page, and check it on mobile before sending.
Tip: plan reminder emails too, one partway through the sale and one as the deadline approaches. Keep reminders short and focused on the closing window. People are busy and a timely nudge converts those who meant to buy but forgot.