Early Access Email Scripts For a New Product Or Feature

Learning from customers before you’ve launched a new feature or product is the best thing you can do to create something they love. This tactic is called early access, and it’s specifically designed to help you learn the painful problems people in your target market have before you’ve invested heavily in creating a new feature or product.

We call this process the early access liftoff 🚀.

While most people create products in this customer-centric way, oftentimes the emails they send to get people to sign up for early access don’t reflect this same thinking.

When using an email list to get people to sign up for early access, you want to make sure they understand what you are doing and what’s in it for them. Most early access emails aren’t written with the perspective of the person you are emailing in mind. The best emails are always focused on what’s in it for the people you are emailing.

How to use these scripts
Send these emails to people already on an email list of yours who would be interested in using the new feature or product you are creating.

When to use them
Use these email scripts when you have an existing email list of customers and want to do research before you invest a ton of time and resources into creating a new feature or product.

The primer email

This is the first email you should send about early access. It should be a very short email to tell people that a new early access opportunity is coming. You are deliberately leaving out all the details to build curiosity. This approach helps create anticipation and causes people to be more likely to request an early access slot when you invite them in the next email.

— start of early access primer email template —

Subject: (each one is a different option you can use)
Something new…
It’s almost ready for you
You’re one of the first…

Body:
Just wanted to give you a heads up that we’ve been building something new for you and it’s coming soon!

You’ll be one of the first to get early access in the next few days.

Stay tuned for an email with more details.

Thanks,

[Your Name]
[Your Company]

P.S. If you’re really eager to find out more, reply to this email and tell me your biggest challenge with [the problem your solution solves, eg. your biggest challenge with “hiring a lawyer,” “buying a car,” “marketing your business”]

— end of early access primer email template —

The survey email

This is a brief email to get people to fill out an early access survey so you can filter the people that you want to talk to and / or give early access to right away.

— start of early access survey email template —

Subject: (each one is a different option you can use)
Your [feature or product name] access
Apply for early access
It’s almost ready…
Be one of the first…

Body:
You’re one of the first people we’re offering early access for [feature or product name]. First, we’d love to learn a bit more about you.

Fill out this short survey to apply for early access.

Looking forward to getting your feedback on [feature or product name]!

Thanks,

[Your Name]
[Your Company]

— end of early access survey email template —

The scheduling email

If you want to have a conversation with people who want early access to your product, you can email them this email with a scheduling link using your favorite scheduling tool.

— start of early access scheduling email template —

Subject: (each one is a different option you can use)
Would love your opinion
I’d love your opinion
We want your opinion

Body:
Thanks for signing up for early access to [product or feature]!

You mentioned that you’re available to speak on [the phone, in person, over im]. Here’s a link to book your 20-minute [call, in person meeting, IM conversation].

Thanks,

[Your Name]
[Your Company]

— end of early access scheduling email template —

The invite email

Once you are ready for people to use your product, send them an invite email which enables them to sign up and get started.

— start of early access invite email template —

Subject: (each one is a different option you can use)
Your [product name] invite
Your special invite is here

Body:
Hi!

You’re one of the first to get access to [feature or product name / details about the new feature or product]. You can use this special link to access [feature or product name] right away!

We’re eager to hear what you think. Please reply to this email at any time with feedback or any questions you have for us. We’re all ears. 😃

Best,

[Your Name]
[Your Company]

— end of early access invite email template —

The feedback email

After people have tried out your new feature or product, send them another email asking them for feedback on it.

— start of feedback email template —

Subject: (each one is a different option you can use)
What did you think?
I’d love your opinion

Body:
Hi!

It’s awesome that you recently signed up for early access to [feature or product name / details about the new feature or product]!

We’d love to hear from you and get your opinion.

Simply reply to this email with any and all feedback (or questions) that you have for us.

It’s early and we’re really looking to improve our product so your feedback will go a long way in helping make the product better 😍.

Best,

[Your Name]
[Your Company]

— end of feedback email template —