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Keep customers engaged and delighted by sharing product updates in well design emails.
What is a Product Update Email?
A product update email is sent to customers or subscribers to inform them of new features, improvements, and changes to the product. Product update emails should highlight benefits to customers and encourage them to learn more about the recent changes. It’s common to include several links to helpful resources such as videos, FAQs, support documentation, or tutorials.
Who uses Product Update Emails?
Product marketers are often key stakeholders in creating product update emails. They will work as an intermediary between the product and marketing team to craft an update that reinforces the organization’s branding and product positioning.
What to include in a Product Update Email?
There are a lot of factors to consider when building a product update email. Here are some of the email elements to consider.
Email Design Element
Best Practices
Send Time
Send update email during regular business hours using your audience’s timezone.
Sender
Use a recognizable and trustworthy sender name and email address.
Subject Line
Use action-oriented language that conveys the value or benefit of the update.
Preview Text
Add intrigue to the email by highlighting the key benefit of the product update.
Body Content
Highlight the benefits of the product update and provide clear instructions on how to use the new feature.
Call-to-action (CTA)
Consider using multiple CTAs throughout the email, depending on the length and content. Focus CTA on product-related actions, such as using a new feature.
Personalization
Use the recipient's name.
Branding
Use the brand logo in recommended resolution; use brand fonts and colour scheme.
Footer
Standard branded footer with email, telephone, and full address. Provide clear contact information in case the user needs assistance with their interaction.
Anatomy of a Product Update Email
Let’s look at an example from Loom.
Product Update Email Examples
Real-world examples from some of the world’s top brands. Each example has been built in Knak, which means you can use it to get inspired for your emails.
Hotjar - Product Release Email
Hotjar’s product update email includes video and compelling visuals.
What works well:
Tesla - Destination Charger Product Update
Tesla updating customers on Destination Chargers.
What works well:
Grammarly - Google Docs Product Integration
Grammarly announcing its integration with Google Docs.
What works well:
AllTrails - Lifeline product update
AllTrails product update email is focused on its new Lifeline feature.
What works well:
Loom - Year in Review Product Updates
Loom sums up a big year with a short-and-sweet product update email.
What works well:
