Launching a new product with Zaymo
Last updated: September 17, 2026
Goal: Build awareness and early sales for a new product using your existing subscriber and customer base, in-email — before, during, and after launch.
A launch isn't one email, it's a sequence. Zaymo blocks map to three stages: building anticipation before the product is live, converting interest into a purchase at launch, and turning early buyers into repeat customers afterward. You don't need all of them — pick the stages that fit your launch.
First, make sure the product is set up in Shopify
Before a new product can appear in any Zaymo block, it needs to clear three things in Shopify and your subscription provider. Skip one and the product will show up greyed out in Zaymo's product picker rather than causing a confusing failure later — but it's faster to get this right up front.
Set the product's status to Active. In Shopify, a product can be Active, Draft, Unlisted, or Archived. Zaymo can only use Active products.
Publish it to the Online Store sales channel. In Shopify, open the product and make sure Online Store is checked under Sales channels and apps (or your Zaymo sales channel, if your store has one set up). A product that's Active but not published to a storefront still won't be selectable in Zaymo.
Make it eligible for the purchase options you want to offer, in your subscription provider (Recharge, Skio, etc.) rather than in Shopify itself:
For one-time purchase, enable one-time purchases for the product in your subscription provider.
For subscription, add a selling plan for the product in your subscription provider. On Recharge specifically, also make sure the selling plan is enabled for the API sales channel — it's a separate toggle from enabling the plan for your storefront.
If a product is missing any of this, Zaymo shows it as disabled in the product picker with an explanation of which of the three it's missing, so you don't have to guess. Once it clears all three, it's eligible for every block that uses products — Products block, Swap up, Cart builder, and so on.
Once the product is eligible, you can fine-tune how it looks in email — a shorter description, a different lead image, hiding a selling plan you don't want offered — without touching Shopify at all. See .
Before launch: build a list of interested customers
Block: Forms
Add a short "notify me" form to an existing campaign or your site's flow emails, so customers can opt in to hear about the new product first. A single-question form ("Want early access to [Product]? Yes/No" or an email capture) is enough — you're building a segment to email at launch, not running a full survey.
See for how to set one up and where it fits in a flow.
If you also want to reach people who don't open email as reliably, pair this with so the same early-access list can get a text the moment the product goes live.
At launch: showcase the product and make it a one-click add
Block: Products block (grid or single)
Add the new product to your launch email with a Products block, configured with the purchase options you want to offer (one-time, subscription, or both — see ). Subscribers with a payment method on file can add it in one click, right from the email; everyone else gets a link to checkout with the product already in their cart.
Early-adopter incentive: if you're offering a launch discount, apply it directly to the block (see ), or use a if you want a simple "Apply my launch discount" action tied to an existing subscription (Recharge and Custom integrations only).
Getting existing subscribers onto the new product
Block: Swap up
If the new product is meant to replace or sit alongside something customers already subscribe to (a reformulation, a new flavor, an upgraded bundle), use Swap up to offer the change directly in an upcoming-order or billing-reminder email, rather than only relying on a standalone launch campaign. This reaches subscribers at the moment they're already thinking about their next order.
See for how to set up swap options, and if you'd rather offer the new product as an add-on than a replacement.
After launch: turn early buyers into repeat customers and reviewers
Once the new product has real customers:
If it's a subscription product, use the in upcoming-order emails so early subscribers can manage it without leaving their inbox.
Once you have a review-request flow set up for the product, add the block so early buyers can leave a review in-email — this is what builds the social proof your regular launch traffic won't have yet. See .
If the product converts well as a one-time purchase, consider a .
Building the emails in Zaymo
Start from whichever flow or campaign the email belongs to — click Convert on the message if you're working from an existing Klaviyo flow or campaign, or clone a template if you're starting fresh. See for the full walkthrough.
Add the block(s) for the stage you're building (Forms, Products, Swap up, etc.) and customize them to match your brand and the new product's details.
Preview across Gmail, Apple Mail, and the non-interactive fallback before publishing.
Click Publish. For a flow message, Zaymo keeps it updated automatically as you make further edits.
Best practices
Don't launch cold. Even a one-question waitlist form a week out gives you a warm segment to email the moment the product is live, instead of relying only on your full list.
Make the CTA about the product, not the launch. "Shop [Product Name]" outperforms generic "Check out our new arrival" language in most brands' testing.
Reuse your launch template for restocks. Once a launch email is built, keep it as a base for restock or "back in stock" sends — swap the discount and copy, keep the block setup.
Don't forget the fallback version. Some inboxes won't render the interactive block, so make sure the non-interactive version of the email still clearly promotes the new product and links to checkout.