New Arrivals Email Sequence

New product launches are one of the biggest opportunities to drive immediate revenue and re-engage existing customers. Whether you’re releasing a seasonal collection, restocking bestsellers, or launching an entirely new line, how you communicate these updates matters.

Many ecommerce brands struggle with low launch visibility, scattered announcements across channels, or customers missing the launch entirely. Posting once on social media or sending a single email often isn’t enough to create excitement or drive purchases.

That’s where a new arrivals email sequence helps. Instead of relying on one message, you guide subscribers from awareness to interest and finally to purchase. In this guide, we’ll walk through how to build a complete new arrivals email sequence for your ecommerce store, step by step.

Why should you use an email sequence?

Email gives ecommerce brands a direct line to customers who’ve already shown interest in your products. Unlike social media algorithms or paid ads, emails land straight in the inbox.

For new arrivals, email works especially well because it allows you to:

• Announce launches at the right moment
• Personalize messages based on past purchases or browsing behavior
• Build excitement gradually instead of trying to sell at once
• Automate follow-ups without manual effort

A single email may inform customers, but it rarely convinces them to buy. Multiple touchpoints help answer questions, build trust, highlight value, and create urgency. That’s why a structured new arrivals email sequence performs better than a one-off announcement.

What is a new arrivals email sequence?

A new arrivals email sequence is a series of automated emails sent to customers or subscribers to introduce newly launched products and encourage purchases over a short period of time.

It typically includes:

• A launch announcement
• Follow-up emails with more details or context
• Promotional or early-access offers
• Reminder or urgency-driven nudges

How to build a new arrivals email sequence

Building a welcome email sequence can be easy if you’re following a well-defined set of steps. Here are the steps for you to follow:

Step 1: Plan your campaign

Planning sets the foundation for the entire sequence. It ensures every email has a clear role and works toward the same outcome instead of feeling random or repetitive. For an ecommerce new arrivals campaign, your plan should clearly outline:

• Objective: Drive awareness and purchases for new products
• Target audience: Existing customers, subscribers, or high-intent browsers
• Core message: What makes these products new, better, or special
• Number of emails: 4–5 emails
• Timeline: 5–7 days from launch
• Primary CTA: Shop the new arrivals

We used Mailmodo AI to create a complete campaign plan for a new arrivals email sequence. It gave us a clear structure, email themes, timing, and CTAs that we could quickly and easily customize.

Take a look at the prompt we used. Click on the arrow to see the output we received.

Create a new arrivals email campaign plan for an ecommerce brand. Include campaign objectives, target audience, number of emails, the theme of each email, ideal timing between emails, and the main CTA.

Step 2: Create audience segments

Not every subscriber should receive the same launch emails. Segmentation helps you send more relevant messages and improves engagement and conversions. You can segment users based on:

• Purchase history
• Product categories browsed
• Engagement with past launch emails
• Loyalty status
• Website activity in the last 7–14 days

We asked Mailmodo AI to build a dynamic segment with:

• Users who purchased or browsed similar products
• Users who opened or clicked emails in the last 30 days
• Users who have not purchased in the last 7 days

Once it was done, we got the option to review, make edits using the builder, or ask AI to carry out the changes we wanted. Once we confirmed, Mailmodo AI created the segment instantly and it was ready to use.

Create a dynamic segment of ecommerce subscribers who browsed or purchased similar products, engaged with at least one email in the last 30 days, and have not made a purchase in the last 7 days.

Step 3: Create the email templates

Once the plan and segments are ready, it’s time to design the actual emails. Here’s a sample list of emails that you should be creating for your welcome email sequence. We’ve also included sample prompts that you can use in Mailmodo AI to generate these email templates in minutes instead of having to spend hours creating them.

Email #1: Announcement email

When to send: Day 0 (launch day) Purpose: Announce the new arrivals and create initial excitement What to include:

• Clear headline introducing the new launch
• High-quality product visuals
• Key benefits or features
• Direct link to shop the collection

Here’s a sample prompt to generate this kind of email, along with the output it will produce.

Generate a new arrivals announcement email for an ecommerce brand. Highlight key product benefits, include a clear CTA, and create excitement around the launch.

Email #2: More information

When to send: 1–2 days after launch Purpose: Build trust and product understanding What to include:

• Behind-the-scenes story or inspiration
• Usage tips or styling ideas
• Product details or guides
• Social proof or early feedback (if available)

Here’s a sample prompt to generate this kind of email, along with the kind of output it will produce.

Generate a follow-up email explaining the story, usage, and quality behind newly launched ecommerce products. Include educational content and a soft CTA.

Email #3: Early bird offer

When to send: 3–4 days after launch Purpose: Drive conversions with urgency What to include:

• Limited-time or early bird offer
• Clear deadline or quantity limit
• Highlight of best-selling or standout products
• Strong purchase-focused CTA

Here’s a sample prompt to generate this kind of email, along with the kind of output it will produce.

Create an early bird offer email for a new product launch. Emphasize limited availability and encourage immediate purchase.

Email #4: Nudge

When to send: 5–7 days after launch Purpose: Capture last-minute buyers What to include:

• Reminder of the offer or launch
• Countdown-style urgency messaging
• Short product recap
• Final CTA to shop before the offer ends

Here’s a sample prompt to generate this kind of email, along with the kind of output it will produce.

Generate a reminder email for a new arrivals campaign. Create urgency using time-bound language and a strong CTA.

Step 4: Build the automated workflow

Automation ensures the sequence runs smoothly without manual intervention while reacting to customer behavior in real time. For this new arrivals sequence, the workflow should look like this:

• Trigger: User enters the new arrivals segment
• Delays: Day 0 → 1–2 days → 2 days → 2 days
• Branching logic: If user purchases → exit flow; if no purchase → continue sequence
• Exit criteria: Purchase completed or moved to another engagement flow

You can use Mailmodo AI to generate the full automated workflow with triggers, delays, and exit rules. Once the output is ready, you can review the overall journey following a setup checklist and ask the AI to make the tweaks you want in the workflow.

Take a look at the prompt that you can use and the kind of output you’ll receive.

Generate an automated workflow for an ecommerce new arrivals email sequence. Include triggers, delays, branching logic, and exit criteria.

Step 5: Analyze and improve

Once the sequence is live, monitoring performance data helps you improve future launches and optimize ongoing campaigns. Key metrics to track include:

• Open rate
• Click-through rate
• Conversion rate
• Revenue per email

You can ask Mailmodo AI to analyze the performance of your new arrivals sequence and suggest improvements to increase engagement and sales. Take a look at this sample prompt.

Analyze my ecommerce new arrivals email sequence and recommend improvements to increase engagement and purchases.

Conclusion

For ecommerce brands, new arrivals are more than just product updates—they’re revenue opportunities. A well-structured new arrivals email sequence helps you announce launches clearly, build excitement over time, and convert interest into purchases.

Email works best when combined with sequencing, segmentation, and automation. With tools like Mailmodo, planning, creating, automating, and optimizing these sequences becomes much simpler and faster.