Product Update Email
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.
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22 minutesto create an email*
5x lessthan the cost of a developer
50x lessthan the cost of an agency**
* On average, for enterprise customers
** Knak base price
Product Update Email Examples
Hotjar - Product Release Email
Hotjar’s product update email includes video and compelling visuals.
What works well:
- Engaging video
- Content is easy to skim
- Clear CTAs
Tesla - Destination Charger Product Update
Tesla updating customers on Destination Chargers.
What works well:
- Iconic branding
- White space and font style
- Strong CTAs
Grammarly - Google Docs Product Integration
Grammarly announcing its integration with Google Docs.
What works well:
- Succinct copy
- Good usage of multiple CTAs
- Compelling visuals
AllTrails - Lifeline product update
AllTrails product update email is focused on its new Lifeline feature.
What works well:
- CTA in prominent position
- Graphics introduce feature
- Benefits are clearly communicated
Loom - Year in Review Product Updates
Loom sums up a big year with a short-and-sweet product update email.
What works well:
- Concise
- Secondary links included for more context
- CTA directs the user to a single action
Mixpanel - April 2023 Update
Mixpanel uses a clean design to communicate product updates, complete with supporting imagery, to let users know what’s new within the product.
What works well:
- Content supported by images for multiple updates
- Effective use of white space
- Clear CTAs for each feature
Introducing Unsplash+
Unsplash launched their new “+” product with a single, beautifully designed email that succinctly explains the product’s benefits and entices users with a limited-time discount.
What works well:
- Imagery and design reinforces brand and product
- Individual CTAs for each feature or benefit
- Concisely describes benefits and offers discount
Zencastr - August Product Update
Zencastr announces an upcoming product update to their podcast creation platform.
What works well:
- Concise and straightforward
- Distinctly displays what to expect
- Visuals support the messaging
Withings - BeamO Product Promotion
Withings informs their audience about their new product, the BeamO, that acts as a 4 in 1 portable health check up.
What works well:
- Visuals display how the product works
- Simple copy and visuals are easy to understand
- Multiple CTAs to learn more
Adobe Stock
This announcement email puts the key message up front, while using smart design to communicate supporting benefits in a concise way below.
What works well:
- Important update information is first thing you see
- Dark Mode creates contrast
- Benefits support the value of the update
Create emails - like this one - in less than 22 minutes*
*on average for Enterprise customers
Product Update Email FAQ
A product update email is an email communication that an organization sends to its customers or subscribers to inform them about changes, improvements, or new features that have been made to a product or service.
Companies send product update emails to keep their customers informed and engaged, as well as to encourage continued use of their product or service.
The frequency of product update emails can vary depending on the company and the product or service. However, it's generally a good idea to send updates only when there's something significant to communicate rather than bombarding customers with too many emails.
To make your product update email effective, ensure it's clear, concise, and informative. Highlight the benefits of the update, provide clear instructions on how to use the new feature, and use visuals to help explain the update.
Yes, you can personalize your product update emails by using the recipient's name in the greeting or segmenting your email list based on user behaviour or preferences to deliver more targeted and personalized updates.
To encourage customers to engage with your product update, use a clear, action-oriented call-to-action (CTA) that encourages the recipient to engage with the product update. Place the CTA in a prominent location in the email and consider using multiple CTAs throughout the email, depending on the length and content.
If customers have questions or feedback about the product update, provide clear contact information in the footer of the email or include a call-to-action that directs customers to a support center or customer service representative.
Include new information about updates and upcoming products so that your clients feel valued, included, and informed. It is effective to let your customers know what to expect with the new changes, and how exactly it will help or benefit them.
Always consider your audience and your goal. Using personalization in your target audiences is an effective way to engage customers early. Utilize an effective product update email to announce your new product to a wide audience and allow for customizable messaging.
Want to learn more?
There are even more email example categories to explore.
