New arrivals email examples

SKIMS goes all out with its new arrivals email to create excitement for its new collection by using the email subject line (“Coming Soon – PJ SLEEP”) and preheader (“DROPPING FRIDAY, APRIL 29 AT 9 AM PT / 12PM ET”) together to highlight the day and time the collection drops. We also like seeing the full product preview in the email because shoppers will be more likely to find something they like and click to check it out. Tip: Include a calendar invite that viewers can add to their calendars for an automatic reminder.

What’s the story behind your new products? What makes them special? Your new arrivals email is the perfect place to provide the unique details that will spur your customers’ interests in your products – especially during busy product-launch seasons like spring and fall. This JustFab email has Kelly Rowland’s personal touches all over it, which increases interest and makes the message more authentic.

If you want to be sure your customers will see your new arrivals email in their inboxes, you need a grabber subject line first. Here, it’s Barkbox for the win with “The bad news? The squirrels got out. The good news? Yours is FREE!” Stellar copywriting and email design takes over after that. The email highlights the offer in yellow and plays around with the dogs-versus-squirrels theme. The result isn’t just a fun email – it sets the tone for the brand, conveys its values and lets customers know what to expect.

Sending a teaser to existing customers or loyalty reward members will make customers feel like they’re part of the ‘it’ club. Take fashion retailer, Petite Studio, for example. A few days before the release of their winter collection, they sent a link to a lookbook of the new items shoppers can expect to hit shelves.

Yes, this is true for all emails, but particularly for new products. Showing images and textures can help the customer experience the product virtually without stepping foot in a store. This can be done by highlighting textures within the product, creating interest with Animated GIFs, etc. For example, candy company, Sugarfina released a collection with Pressed Juicery. They focused the email on the new product features and leaned into their flavors and assorted packaging.

Use the new arrival email to showcase what makes this product different than the other products in the store. Mattress company, Leesa, created a new sheet set and focused their entire email around the quality and comfort of these sheets. Since the company is primarily known for quality mattresses, who better to buy sheets from?

Share the behind the scene details with your customers – it will make them feel connected to your brand and excited about the new arrivals. In this new collection launch email, Birdies included images from the studio and details about the creative design process.

We love this example from Tiffany & Co with beautiful photos of their new collection and tips on how to style the products. This is a good strategy to get customers excited about the new arrivals and help them by providing ideas on how to wear them.

Kids clothing company Janie and Jack launched a new collection and sent a beautiful email full of on-brand visuals and messaging. This is a good example of knowing who your customers are and using a voice that they love to get them interested in new arrivals.

Include the photos of your products in use and help the customers experience new arrivals virtually. Food52 launched a new collection and showed how their kitchenware looks in a real kitchen (full of delicious food).

Here’s a good example of providing easy access to the website and making shopping easier for customers. Stride Rite launched a new collection and added a “Shop by size” section that allows customers to select their size and land on the page that’s already personalized for them.

Use the email to communicate the value of the new product – highlight the quality and performance. Allbirds launched a new collection and talked about durability, quality, and materials.

Are you offering a virtual try-on? Make sure to mention that in your collection launch email! Customers will get a chance to experience the product and get to know it closer before they make a purchasing decision.