Whether it's a brand-new addition or a tweak to an old favorite, your feature needs the right kind of buzz. And that's where a knockout announcement email steps in. It's your chance to reengage past users, wow current ones, and even attract new fans.
Remember, there’s no one-size-fits-all here. Your feature announcement should match your product's vibe and your users' tastes. Need tips on how to make that announcement email sing? We’ve got you covered, with strategies for every type of update.
From importance level to audience targeting, we lay down the essentials of a SaaS feature launch that gets noticed. Let’s get started.
What is a new feature announcement?
In the world of product updates, the new feature announcement is like your frontman—the one grabbing the spotlight and singing out loud about your latest and greatest. It's how you get the word out to both your die-hard fans (active customers) and those who drifted away (churned users) about the cool new stuff your product is rocking.
These changes can range from shiny new features to nifty updates on old ones. And how you announce them? Well, that's where your creativity kicks in. It could be a snappy in-app notification for a quick heads-up or a more detailed extravaganza like release notes or a blog post. Think of it as your product’s “Hey, look at me now!” moment.
Why are feature announcement emails important?
Why are feature announcement emails so crucial in the grand symphony of product management? Well, think of it this way—you’ve mixed and mastered a brand-new feature—that’s awesome! But the magic doesn't stop there. The next move? Spotlighting this new hit through email campaigns that inform and entice.
These emails are more than just a shout into the void—they're strategic tools in combating churn and bolstering user onboarding. Imagine them as your product’s very own digital billboards, glowing brightly and drawing both the loyal crowd and new faces to what’s fresh and exciting in your world.
Your feature release emails play a starring role in boosting product discovery and adoption rates. They're not just announcements but an invitation to experience how your product keeps improving. These emails are your chance to show that your product isn’t just sitting idle—it's constantly evolving with new features and updates.
It’s your chance to say, “Hey, look what you’re missing out on!” Done right, these emails can turn a “see ya” into a “welcome back” by showing how your product keeps evolving to meet their needs.
And for those users who might have exited stage left a bit prematurely, a compelling feature announcement can be the encore that brings them back to the audience. But remember, the timing and tone of your announcement can make all the difference. It's about striking that perfect chord to excite your audience about your product's new developments.
What makes a good product feature announcement?
Alright, so there's no one-size-fits-all recipe for cooking up a feature announcement. It's like making your grandma’s secret dish—it varies with the cook (that's you), the kitchen (your product), and even the diners (your users).
But hey, we’ve got some pro tips for you:
- Craft a compelling call to action: Your announcement should guide users with a clear call to action. Whether it's trying out the new feature or taking a product tour, make it irresistible. This is your "And now for our next trick…" moment. Make it count.
- Leverage visuals like GIFs and screenshots: Sometimes, words alone don’t cut it. Bring in the visual aids! Use gifs to add some flair or screenshots for a sneak peek. They're like the teaser trailer to your feature’s blockbuster movie.
- Simplify with step-by-step-guides: Don't just tell your users about the new feature—show them how it works. Step-by-step guides or mini product tours can turn a complex feature into an easy-to-digest morsel. It's like giving them a GPS through your product's new terrain.
- Choose the right UX patterns for in-app announcements: Big or small, your in-app announcements should fit snugly into the user experience. Not too obtrusive, not too easy to miss—just right. It's about making your users feel like they’ve discovered something special, not like they’ve been ambushed.
- Share with the right audiences across the right channels: Who needs to hear about your new feature? Whether it’s a shout-out on LinkedIn or Instagram, a detailed post on your blog, or an in-app feature announcement, make sure it finds its way to the right eyes and ears in your user base. And remember, it's not just about current customers—lure back the ones who've drifted away and show them what they're missing. And find potential customers who may not even be aware of your offerings.
How to announce a new product feature
Feeling like you have to pull a rabbit out of a hat every time you announce a feature? Relax, we've got some steps to make it a breeze, inspired by real-world examples. And hey, if you're also planning to announce a price hike, sneak a peek at our article on that for some extra tricks.
1. Decide on the importance level of the new feature
First things first: How big of a deal is this new feature? Is it a game-changer or just a nice little addition? Rating its importance helps you figure out how to talk about it, who to tell, and how to make it shine.
2. Describe the feature
Keep it simple. What’s the feature? What does it do? How will it make life easier for your users? If you can explain it to your grandma, you’re on the right track.
3. Write an article on your knowledge center
Got all the details? Great, now spill the beans in an article. Make it rich with information, guides, tutorials—the works. This is for the folks who want to dive deep into your new feature.
4. Choose your target audience
Who needs to hear about this? If it’s something for potential new users, make it flashy and marketing-savvy. If it’s for your loyal users, cut to the chase—give them the info and benefits straight up. And don’t forget to segment your audience—not everyone needs to know about every feature.
5. Decide on your distribution channels
It’s all about being at the right place at the right time. Whether it’s in-app announcements for those already using your product, social media posts to catch new eyes, or emails for a more direct approach, make sure you’re waving your flag where it'll be seen.
New feature announcement examples that work
Ready to roll out the red carpet for your product's latest upgrades? Let's dive into some real-life new feature announcement examples that'll spark your creativity and get your gears turning. These are the shining stars that got it right, blending information with inspiration.
Spotify: Capture attention through social media posts
For any company with a sizable following, social media can prove a terrific channel for alerting interested customers to your product’s new features. Your company’s social followers chose to follow your pages, so the odds are that they’re going to want to know more about what’s next for your product.
A new feature announcement done poorly could easily devolve into digital mayhem. (Engagement on social media is great, but not so much when it’s a Mad Max–style free-for-all.) Spotify’s Enhanced Playlist announcement, however, is a case study in highlighting proper features, including:
- A short video well within Facebook’s duration recommendations
- Copy within the video explaining what’s new
- Images within the video that illustrate where within the interface the features have been added
- Brand colors and vivid animations
- Suitably exciting background music
- Concise, direct post copy (with emojis to boot!)
Predicting songs a user might like based on what Spotify knows they like is an exciting feature, and Spotify’s team does a suitable job of packaging its announcement as such. New feature announcements via social channels are an excellent way to build excitement for new features even before they roll out.
Of course, social media isn’t suitable for all kinds of feature announcements. Social posts are often awareness-based and often more appropriate for declaring “Look what you can do!” versus “Here’s exactly how to do it.” Especially since shorter post copy tends to work better on most platforms (even X, which encourages short messaging as a rule), social media isn’t the best channel for new features that require a great deal of explanation.
Facebook: Leverage blogs for new feature announcements
Blogs are a versatile means of conveying a great deal of information in easily consumable ways, making them a perfect choice for new feature announcements rife with instructions, details, or helpful imagery. While social media is perfect for short, awareness-based messaging, blogs enable you to dig deeper on a subject and can be as short or long as you need them to be.
Facebook dives into the features of its new community-building tools through the blog featured above. It’s an exemplary feature announcement blog that follows a number of blog-building best practices, including:
- Short paragraphs of clear text that illustrate the functions of the new tools
- Short, simple instructional videos that show how to use the new features for both mobile and desktop users
- Helpful images that break up lengthier segments of text
- The ability to share to the reader’s network, either through Facebook (of course!) or email
- The date of the announcement
- The estimated time the reader will need to dedicate to read the entire article
Not that Facebook would have trouble finding the resources to build… well, anything, but companies that gross less than the GDP of a small country can typically build blogs inexpensively. Most modern company websites are built with blog publishing tools as a standard feature, allowing product marketers to publish new feature announcements essentially for free. Assuming your website has blog functionality baked in, you wouldn’t need to “build out” a blog like you would a landing page, enabling you to drop your content (including helpful images) directly into pre-existing blog templates.
Blogs are similar to social posts in the sense that they can be buried in a “feed” or overarching hub page as new posts are created. Since most new feature announcements are timely, this isn’t a tragedy. However, blogs focusing on new features aren’t likely to garner overwhelming organic traffic because prospective and existing customers won’t be Googling features that, to their knowledge, don’t yet exist. Because of this, the success of new feature announcement blogs is heavily dependent upon their dissemination through other methods such as product launch emails, paid social campaigns, or broader digital advertisements.
Ahrefs: Utilizing dual channels for comprehensive engagement
When it comes to announcing new features, Ahrefs shows a keen understanding of its audience's diverse preferences. Their May 2023 product update is a masterclass in using dual channels: a compelling YouTube video embedded right in the email for those who prefer a quick, visual overview and a detailed blog post for users who love to dive deep into the specifics.
The YouTube video is short and sweet, fitting snugly within today's shrinking attention spans. It highlights the key features with vibrant visuals and energetic narration, making the most of every second to engage and inform.
Ahrefs' clever approach here is about more than the content—it's about understanding and respecting the user's journey. They recognize that some users are ready to jump right into the video, while others might bookmark the blog for a later, leisurely read. It's this user-centric approach that makes their feature announcement not just informative but also a delightful experience.
Ahrefs also deserves a shout-out for the seamless integration of these channels into their user communication. The transition from the email to the video or blog feels natural and unforced, making the whole experience feel like a cohesive journey rather than a disjointed message. It's this kind of thoughtful design that keeps users engaged and looking forward to what Ahrefs rolls out next.
ClickUp: Visual simplicity meets user familiarity
ClickUp understands that sometimes, the most effective message is one that speaks through familiarity and simplicity. Their announcement of the new default templates feature is a testament to this understanding. By showcasing a single, well-chosen image of the feature in use, ClickUp taps into the power of visual storytelling.
This image, a snapshot of the user interacting with the ClickUp dashboard, is instantly recognizable to existing users. It bypasses the need for lengthy explanations, instead relying on the user's familiarity with the platform. The image is complemented by minimal text, just enough to contextualize the feature without overwhelming the reader with details.
What ClickUp gets right here is the balance. The image is engaging but not overbearing, detailed but not cluttered. It invites the user to envision how the new feature will fit into their existing workflow, reducing the cognitive load and making the adoption of the new feature feel like a natural progression rather than a disruptive change.
Audienceful: Inspiring collaboration beyond features
Mailchimp: Direct benefits communication for immediate impact
Mailchimp knows that clarity is king. Their announcement of the A/B testing feature is a prime example of their ability to communicate complex functionalities in a straightforward, user-friendly manner. The email is designed with one goal in mind: to make it crystal clear how this feature will benefit the user's marketing campaigns.
In just a few concise sentences, Mailchimp breaks down the essence of A/B testing, focusing on practical benefits rather than technical jargon. They tell users exactly what they can do with the feature and how it will impact their marketing efforts, effectively translating a technical tool into a tangible advantage.
This direct approach is refreshing in a world often cluttered with overly complex tech explanations. Mailchimp cuts through the noise, delivering a message that is easy to digest and even easier to see the value in. It's this kind of no-nonsense communication that users appreciate, especially when it comes to understanding how a new feature can make a real difference in their day-to-day work.
Microsoft: Keep a running list of new features using a landing page
In some cases, landing pages can serve as a “level up” from blogs for products that continually receive new features. Whereas blogs are often built to feel personable and easily accessible, most readers want to “skim” them for the most pertinent details. Landing pages function better as resources for readers wanting exhaustive specs or technical details versus the “highlights” or deep dives on specific features often crafted for blog articles.
Microsoft takes advantage of the more cut-and-dry function of the landing page by keeping a running list of all new features for its Outlook platform on a single landing page. Microsoft uses a to-the-point design that includes:
- A no-frills aesthetic and clear, jargon-free text
- Drop-down menus organizing new feature details by release month and year
- Images and brief explanations of each new feature for clarity
- An easily identifiable CTA above the fold
This last bullet identifies the chief difference between landing pages and blogs: blogs can be built to appeal to both existing customers and prospective customers, while landing pages are typically designed to convert prospective customers. Microsoft’s “landing page as a list” approach saturates the page in high-quality SEO keywords pertaining to new email features. While existing customers could certainly use the landing page as a valuable resource, the clear-cut CTA conveys the page’s true purpose—to convert readers into customers.
Landing pages are capable of garnering more organic traffic than blogs when promoted to a place of prominence on your website’s navigation menu. However, landing pages still function best when part of overarching marketing campaigns such as email announcements and social or digital ads. Also, unlike blogs, these pages often need to be custom built, costing time, money, or both, which can slow down a rollout or add an unwanted expense to the marketing budget.
Zendesk: Eliminate friction for power users with guided webinars
Sometimes, the best way to learn about new features is straight from the horse’s mouth. Apple streams its Apple Events live to announce its newest products and features to its rabid fanbase. Of course, not every company has an Apple Park campus at its disposal, so many opt for a more intimate approach: the webinar.
Zendesk holds a quarterly webinar called What’s New that reveals the latest and greatest feature of its software. What’s New is supported by a landing page complete with:
- A brief introduction to what the webinar will address
- All of the pertinent information above the fold
- An illustration to emphasize the “Super New” status of the features
- Buttons linking both to the registration form itself and a free trial
Webinars are terrific tools for announcing new features, given their multi-functionality. A product expert can guide would-be or existing customers through the new features by sharing their screen and giving live examples of how best to implement the changes. Also, the expert can field questions as they come up instead of after a customer has tried the new features themselves and experienced friction.
Zendesk earns bonus points for hosting a zoomed-in new feature webinar called Spotlight. While What’s New covers the newest feature releases, Spotlight dives into the features in greater detail for further illumination. Just as importantly, Spotlight dedicates time to foreshadow new features coming in the quarter to build anticipation and awareness around Zendesk’s future product updates.
Zendesk takes a democratized approach to webinar-ing. However, some companies may need to hyper-target their highest-value customers preemptively to avoid friction stemming from new feature adoption. Some customers use more, buy more, and stay longer than others, and losing these power users in the midst of a feature rollout could be devastating. Inviting these customers to “priority” webinars provides a way for your top clients to directly communicate questions or concerns—and for you to flip their anxieties into hype.
Zendesk’s adherence to regularly scheduled quarterly webinars addresses the format’s chief drawback: no one magically signs up for a webinar. Email invites must be sent. Social posts must be built to bring awareness to their existence. Using a dedicated landing page like Zendesk can boost organic and SEO traffic, but the success of feature-announcement webinars depends heavily upon dissemination across broader marketing channels.
Venmo: Use in-app announcements to command customer attention
Did you know Venmo lets you buy and sell cryptocurrencies? Venmo customers surely do because the new feature was announced directly within its app.
In-app messaging is the king of addressing existing and active customers. Modals engage mobile and desktop customers as they’re using your product, kindly forcing them to acknowledge your newest features before returning to their regularly scheduled programming.
Venmo’s in-app messages are an excellent example of the delicate balance between relaying exciting new features and disrupting a customer’s experience. Its messages:
- Are colorful, clean, and easy to read
- Are informational but blissfully short and sweet
- Are easily swipeable by interested parties
- Are closable by those uninterested in the new features
- Have to be acknowledged in one way, shape, or form
In-app messages can show interested users exactly where in an app the new features can be accessed to avoid confusion. This makes the format the perfect way to announce UI changes that might otherwise give regular users pause. Additionally, as in Venmo’s example, messages addressing a niche audience can be programmed as short, sweet, or even skippable. While social posts, blogs, landing pages, and webinars are better geared to target prospective users, in-app messaging has the corner on announcing new features to your active users.
Move the needle on feature adoption with in-app messages
- Publish messages faster than you can create an email
- Highlight your most valuable features
- Provide context and subtle in-app support
Knock your next new feature announcement out of the park
After all the hard work and dedication you and your team have poured into developing those shiny new features, you deserve a rollout that's as smooth as a well-oiled machine. These crafty new feature announcements? They're not just noise—they're your megaphone to the world, stirring up excitement and smoothing over any user jitters. They're like a preemptive high-five to your customer service team, saving them from future headaches.
You've got the goods—those features are nothing short of spectacular. Now, it's about turning that excitement inward, getting your customers as jazzed about these updates as you are. It's showtime, and your features are ready to take center stage. Use your email marketing efforts to make a splash with your latest features and give customers a reason to connect your product with their use cases.
But wait, there's more! If you're hungry for even more wisdom on how to make your product's entrance a hit, dive into our guide how to write awesome product launch emails. It's packed with tips, tricks, and real-life examples to make your next product announcement email not just good, but great.
Ready to rev up your email game? Read More: How to write awesome product launch emails (+14 examples).
