Email Marketing for Your Brand Launch

Why Email for a Brand Launch?

Social media algorithms decide who sees your content. Email goes directly to inboxes. You own the relationship. For brand launches, email delivers:

$36 average return for every $1 spent (highest ROI of any channel)
Direct access to interested people
Full control over timing and messaging
Measurable results from day one

Building Your Pre-Launch Email List

Start Before You Launch

Begin collecting emails four to eight weeks before launch. You want an audience ready to buy on day one.

Lead Magnet Ideas for New Brands

Offer something valuable in exchange for an email address:

Early access to the product or service
Launch-day discount (10-20%)
Free guide or resource related to your industry
Behind-the-scenes access to the creation process
Entry into a launch giveaway

Where to Collect Emails

Landing page: Create a simple "coming soon" page with email signup
Social media: Link to your landing page in bios and posts
In person: Collect emails at events, pop-ups, or networking
Referral program: Give existing signups a unique link — reward them for bringing friends

Realistic List Size Goals

For most new brands, 200-500 pre-launch subscribers is a solid foundation. Don't buy lists. Ever. Purchased lists have terrible engagement and can get your sending domain blacklisted.

Email Platform Selection

Choose a platform that scales with you:

Free tier starters: Mailchimp (free up to 500), MailerLite (free up to 1,000)
Growing brands: ConvertKit, ActiveCampaign, Klaviyo
Enterprise: HubSpot, Salesforce Marketing Cloud

For a brand launch, any platform with automation and segmentation will work.

Your Launch Email Sequence

Email 1: Welcome (Immediately After Signup)

Thank them for subscribing
Deliver the promised lead magnet
Briefly introduce your brand and why it exists
Set expectations for email frequency

Email 2: The Story (Day 2-3)

Share your brand's origin story
Be personal and authentic
Help them understand why you built this

Email 3: The Problem (Day 5-6)

Describe the problem you're solving
Use specific examples and pain points
Make them feel understood

Email 4: The Solution Preview (Day 8-9)

Tease the product or service
Share sneak peeks, prototypes, or demos
Build anticipation for launch day

Email 5: Launch Announcement (Launch Day)

The product is live — here's how to get it
Honor any early-access discounts
Include clear call-to-action
Create urgency (limited quantities, time-limited discount)

Email 6: Follow-Up (Day After Launch)

Thank early adopters
Share launch day results ("100 people signed up in the first 24 hours!")
Address any common questions
Remind about expiring launch offers

Post-Launch Email Strategy

Ongoing Sequences to Build

Welcome sequence for new subscribers (5-7 emails over 2 weeks)
Onboarding sequence for new customers
Re-engagement sequence for inactive subscribers
Monthly newsletter with value-driven content

Email Content Mix

Follow the 80/20 rule:

80% valuable content (tips, insights, stories, education)
20% promotional content (products, offers, announcements)

Subject Line Best Practices

Keep them under 50 characters
Use personalization when authentic
Create curiosity without being clickbait
Test different approaches and track open rates
Avoid spam trigger words (free, guarantee, act now)

Metrics to Track

Open rate: Average 20-25% is healthy. Below 15% signals a problem.
Click-through rate: Average 2-5% is good.
Unsubscribe rate: Under 0.5% per send is normal. Spikes indicate content or frequency problems.
Conversion rate: Track how many email recipients become customers.
List growth rate: Net new subscribers minus unsubscribes.

Technical Setup for Deliverability

Ensure your emails actually reach inboxes:

Set up SPF, DKIM, and DMARC records on your domain
Use a professional sending domain (hello@yourbrand.com, not yourbrand@gmail.com)
Warm up your sending domain gradually (don't send 10,000 emails on day one)
Clean your list regularly — remove bounces and inactive subscribers

Your Email Address Is Your Brand

Your email domain is a brand touchpoint. hello@yourbrand.com builds trust. yourbrand123@gmail.com doesn't. Secure your domain first, then set up professional email.

Find and secure your perfect brand domain with BrandScout — then build your email marketing on a foundation that screams professionalism.