How Glossier Built a Beautiful New Product Email Campaign

For any brand, introducing a new product is a big task. There's a lot you need to communicate: what the product is, how it works, why you care about it, and why you made it. Coming up with a click-worthy new product email campaign is a critical step. So we were impressed with beauty company Glossier's new product email campaign around its serum line, "The Supers." In a series of emails, Glossier builds suspense while introducing and promoting the product in a smart and strategic way.

A fastidious focus on design

Before looking at the campaign, it's worth mentioning that Glossier is incredibly intentional and savvy when it comes to branding. The company's visual identity is simple and sleek, featuring a central soft pink color, a modern sans-serif typeface, and a cheeky, playful tone of voice. Each of these elements comes together in emails that consistently communicate well and look stunning.

Step #1: Build suspense

Glossier's first mention of its new product isn't actually a mention at all. In one email, a numbered guide has a conspicuously missing item, with an eyeball emoji and playful tone subtly alluding to the idea that something might be coming soon. The whole point is to be mysterious and prime the audience to keep a close watch on forthcoming emails, with the CTA simply directing readers to shop the other featured items.

Step #2: Generate excitement with teaser content

If readers missed the subtle hint from the previous email, the next one says it outright: something's coming. There's still no product on display, but it's obvious there will be one soon. This email works because it's startlingly simple, with barely any text except in the subject, header, and CTA button, giving curious readers a strong incentive to click through to learn more.

Step #3: Introduce the product

And here it is! The subject for this email is straightforward: "New serums are here!" The email is short and sweet, letting readers get a taste of the product in one central image and a very short description. Glossier wisely treats this email like a teaser, not a website, providing just the most important information and a bulletproof CTA button for anyone who wants to know more.

Step #4: Roll out a mini problem/solution campaign

Since the new product line actually features three items, the brand created a mini-campaign to feature each serum one by one. Each email introduces a problem, like feeling stressed, then positions the product as the solution, presented in a relatable, relevant way. Each email follows the same format, remains short and direct, and uses a classic inverted pyramid layout to direct readers to the CTA, with buttons featuring specific text and an eye-catching pop of color.

Step #5: Tie it all together

After shining the spotlight on each serum in the mini-campaign, Glossier re-introduces the full set of three serums in a roundup email, maintaining the playful tone and concept from the mini-campaign with a simple, highly visual message. The text is large enough that the email looks good on mobile, and the layout could easily be turned into a responsive infographic optimized for small screens.

Step #6: Show how to use with other products

Glossier circles back to the concept of its first teaser email, a guide for how to use its products, in an email showing readers how to use the new product in their routine. Instead of a long email that dumps product information all at once, the campaign sends targeted, simple messages one at a time.

Step #7: Feature user-generated Instagram content

The last message in the campaign features hand-picked social posts from customers, showing readers how their peers are already enjoying the product. By sourcing content from its own audience, the brand strengthens its connection with its community, gets access to great content without creating it from scratch, and sends the effective message that the product is popular.

Wrap-Up: How to send a new product email campaign

1. Start slow. Tease your new product announcement in a few emails before making the big reveal.
2. Keep emails short. Intrigue readers enough so that they'll click through the email to find out more.
3. Create a mini-campaign within the bigger campaign. Does your product have a special feature or solve a particular problem? Come up with a unique angle and develop content around it.
4. Show people how to use the product. Let readers see your product in action. Inspire them.
5. Feature user-generated content. This tactic is a great way to involve your community, just remember to always give credit.