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.


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.


Use the recipient's name.


Use the brand logo in recommended resolution; use brand fonts and colour scheme.


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:


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:

Example-Adobe Stock

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:

Example-Mixpanel - April 2023 Update
Knak Example-Introducing Unsplash+

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:

Creating emails - like this one - takes less than 22 minutes*


*on average for Enterprise customers

Product Update Email FAQ

What is a product update email?

Why do companies send product update emails?

How often should companies send product update emails?

How can I ensure that my product update email is effective?

Can I personalize my product update emails?

How can I encourage customers to engage with my product update?

What should I do if customers have questions or feedback about the product update?

Want to learn more?

There are even more email example categories to explore.

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