10 new feature announcement examples to inspire your next campaign

When it comes to launching new features, announcing them effectively is crucial for driving engagement and adoption. New feature announcement emails and product update emails are a powerful tool to help customers understand and use your new offerings while strengthening your brand's relationship with its audience. These emails should be engaging, informative, and to the point, ensuring that your audience takes the desired action—whether it's signing up for a demo, trying the new feature, or simply staying engaged with your product.

In this article, we’ll walk through 10 new feature announcement examples that demonstrate best practices in clear communication, engagement hooks, and optimized email design. Use these examples as a template for your next product update campaign.

Why new feature announcement emails matter

New feature announcement emails serve several purposes:

• Inform customers: Keep your user base updated with your latest improvements.
• Drive feature adoption: Encourage customers to try new features that could improve their experience.
• Reinforce brand trust: Demonstrating that you’re continuously improving your product helps build customer loyalty.

Key elements of a good feature announcement email

• Clear subject line: Get to the point with a subject line that highlights the new feature.
• Engaging introduction: Use a hook that grabs attention and explains why this feature matters.
• Concise descriptions: Explain the new feature in a few sentences.
• Visuals: Use images, icons, or even short videos to illustrate your points.
• Clear call to action: Whether it’s to try the feature, book a demo, or read more, make it clear what action the recipient should take.

Zero-click emails vs. Traditional feature release emails

When crafting a feature release email, marketers often face a choice between two approaches: zero-click emails or the more traditional feature release emails. Both strategies have their strengths, and understanding when to use each can help maximize engagement and conversions.

Zero-click emails

As the name suggests, zero-click emails aim to provide all the information within the email itself, without requiring the recipient to take any further action, like clicking a link. The primary goal of this format is to reduce friction and allow users to consume the entire message in the email body.

Advantages

• Immediate engagement: Users don’t need to leave the email to understand the message, which can be especially effective for users on mobile devices.
• Higher information retention: Since all key details are contained within the email, users get a complete understanding of the update without distractions.
• Great for passive users: Zero-click emails are perfect for those who may not have the time or interest to visit your website but still want to be kept in the loop.

Best practices for zero-click emails

• Use rich visuals like GIFs, images, or videos to demonstrate new features.
• Keep the content concise and digestible; break up text with headers, lists, and visuals.
• Provide just enough detail to engage the user without overwhelming them with technical jargon.
• Include an optional CTA for users who may want more in-depth information but don’t make it the focal point of the email.

Traditional feature release emails

Traditional feature release emails, on the other hand, encourage recipients to click through to a landing page or blog post to learn more. These emails are designed to drive traffic to other marketing channels and deepen user engagement.

Advantages

• Increased website traffic: These emails push users to click through, leading to more engagement on your website or app.
• More in-depth content: Traditional emails can tease updates without overwhelming the reader, allowing you to expand on details through links to blog posts, videos, or demos.
• Better tracking: By encouraging clicks, traditional feature release emails allow you to track user engagement more effectively through metrics like click-through rates (CTR).

Best practices for traditional feature release emails

• Use strong CTAs to guide users toward the next action (e.g., “Learn more,” “See the demo,” “Try the feature”).
• Tease just enough information to spark curiosity without giving everything away in the email itself.
• Focus on personalization by tailoring the message based on the recipient’s past interactions with your product.

Choosing the right approach

Both zero-click and traditional feature release emails have their place in a marketing strategy. Zero-click emails are ideal for users who may not want to take extra steps to engage, while traditional feature release emails can drive more substantial traffic and deeper engagement.

For instance, if you’re launching a minor feature update, a zero-click email could be the best option to inform users without requiring them to click through. However, if you’re releasing a major product overhaul or new tool, a traditional feature release email may be better suited to guide users toward more in-depth resources.

Interactive product update email examples

All of the examples listed below are available in interactive form through this interactive demo.

You can create your own interactive product demos using HowdyGo.

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1. Gamma – Build Your Dream Theme

Gamma’s product update email is a great example of an announcement that focuses on improving user experience. Their latest feature release highlights two ways to build custom themes with a clear and engaging description.

Subject line: "Gamma update: Powerful new theme builder, better PPT export, and much more"

Gamma’s email opens with a warm greeting and a reminder of their mission to simplify content creation, making it beautiful and engaging. They then introduce two new theme-building features:

• Theme builder: Users can choose from curated fonts, colors, and designs to easily create their desired look, from modern and professional to colorful and playful.
• Import themes: For users with branded slide templates, Gamma makes it seamless by importing their existing logos, fonts, and colors.

The email closes with a call to action encouraging users to explore the features and subscribe to their YouTube channel for more Gamma content. It’s a well-rounded, visually appealing email that effectively presents the new functionality.

2. Dovetail – Ready for the Future of Customer Insights

Dovetail’s new feature email blends excitement with exclusivity. By creating a sense of anticipation for their October release, they build momentum around their upcoming features.

Subject line: "You’re invited to our biggest launch yet"

This email builds suspense by promoting the upcoming release of three new products and offering exclusive access through a waitlist. The invitation to in-person and online events, along with interviews with the product team, adds an interactive element.

Key elements include:

• Teasers about exciting new features.
• A call to action to join the waitlist for early access.
• A clear timeline for when these features will be available, generating excitement around the October launch.

By positioning the update as something users can be a part of early, Dovetail creates a sense of exclusivity and urgency.

3. Dovetail – Faster AI Analysis and Streamlined Workflows

In another example, Dovetail focuses on small but significant updates that improve everyday workflows. While the first email was all about big upcoming features, this email hones in on the little improvements that make a big difference.

Subject line: "What’s new: 18 product improvements"

Dovetail celebrates 18 minor but meaningful improvements to their AI and data analysis tools. They highlight:

• Smarter AI summaries: Improvements in AI-driven summaries, with updates to speaker labels and transcript assignments.
• Faster analysis: Enhanced project tagging and accuracy of their AI’s magic clustering.
• Easier organization: Simplified folder creation and following updates in shared folders.

The email emphasizes how these minor changes help users save time and enhance productivity, reminding them that continuous improvements are being made behind the scenes.

4. AssetMule – Event Follow-up Templates

AssetMule takes a practical, solution-driven approach to their announcement by offering templates specifically designed for event follow-ups, helping users stay competitive and capture leads effectively.

Subject line: "NEW: Event follow-ups, template organization, and more..."

Key aspects of this email include:

• Interactive templates: These new templates help users create engaging follow-up emails after events, ensuring they stand out from generic, cookie-cutter communications.
• Tagging and filtering: AssetMule introduces improved tagging and filtering options, making it easier for users to find the templates they need.

The email closes with a demo video link that shows how to use these features in action, giving users practical insight into the new tools.

5. Loops.so – Improved Docs and Ruby Gem SDK

Loops.so focuses on core product improvements rather than new flashy features. This email highlights improvements to their documentation and the introduction of a new SDK.

Subject line: "The latest updates from Loops"

The email starts by introducing improvements to their documentation, aligning the design with the product for a cohesive user experience. It continues with the announcement of a new Ruby Gem SDK for users working with Ruby or Rails projects.

Additional improvements include:

• Faster audience loading: Reducing load times for large user lists.
• Link auto-formatting: Streamlining the process of adding links to buttons and text.

By emphasizing the value of these under-the-hood changes, Loops.so provides practical solutions that improve user workflows without being overly promotional.

6. Lawpath – Spring Clean Your Business Strategy

Lawpath’s update email leverages the seasonality of spring to frame their new features as part of a “spring cleaning” for business strategy.

Subject line: "Spring Clean Your Business Strategy with Our Resources"

The email is packed with resources and live events, including webinars on topics like intellectual property and company directors. Lawpath also introduces a new tax and accounting plan designed to streamline business administration and offer peace of mind.

Key components include:

• Live webinars: Interactive sessions covering key legal topics.
• New services: A bundled offering that combines legal and accounting services at a discounted rate.

By combining educational content with a clear sales offer, Lawpath gives users valuable resources while promoting their new service.

7. Rippling – Meet Your New IT Command Center

Rippling delivers a comprehensive feature announcement by introducing an all-in-one IT management dashboard. The email is organized in a way that makes it easy for readers to see the value of the new updates.

Subject line: "Rippling US August Update"

Key highlights of this feature include:

• A new IT management dashboard: This provides users with complete visibility over devices, user access, and IT requests.
• Custom approval policies: The ability to build custom workflows for app provisioning and device assignments.

Rippling also teases upcoming events, giving users an opportunity to learn more about the new features at an industry conference.

8. PostHog – More Features, Cheaper Pricing, and SOC 2 Certification

PostHog uses a humorous tone to make its new feature email both engaging and informative. They focus on price reductions while maintaining their commitment to security and usability.

Subject line: "Changelog: New features, cheaper pricing, more security"

The email highlights several key updates:

• Price reductions: By cutting session replay costs and providing cheaper options for tracking anonymous users, PostHog helps customers save up to 90% on their monthly bills.
• Data integration: PostHog also introduces easier ways to sync data from popular platforms like Stripe and HubSpot.

Their lighthearted approach combined with serious savings makes this email memorable and impactful.

9. Figma – Early Access to UI3

Figma’s email takes advantage of early access to their UI3 redesign to keep their most engaged users in the loop. The beta announcement fosters a sense of exclusivity and loyalty.

Subject line: "Early access to UI3 has been enabled for your account"

What’s effective:

• Beta access: Users are invited to explore a new design for the Figma editor, with the ability to switch back to the old UI if needed.
• Feedback opportunities: Figma invites users to share their thoughts on the new design, helping improve the product before its full release.

By offering users a first look at the UI redesign, Figma builds excitement while showing they value customer feedback.

10. Fieldwire – QR Code Access for Onsite Projects

Fieldwire introduces a practical, field-oriented feature with their QR code integration, allowing teams to access project documents on the go.

Subject line: "Access your Fieldwire projects using QR codes & more exciting updates"

This email highlights:

• QR code generation: Users can now create unique QR codes to quickly access tasks and plans in the field.
• Integration with Power BI: Fieldwire’s new integration allows teams to analyze project data and visualize it through Power BI.

By focusing on time-saving tools that improve productivity, Fieldwire’s email appeals to their audience of project managers and field teams.

FAQs

How do you write a product update email?

A great product update email should be clear, concise, and engaging. Start with an attention-grabbing subject line and an opening paragraph that highlights the significance of the update. Include visuals like images or GIFs to make the email more engaging. Break the content into sections that explain each new feature, followed by a call to action (CTA) that encourages the recipient to try the feature, book a demo, or learn more. Keep the tone friendly and professional, and ensure the email is easily scannable.

Where to announce product updates?

You can announce product updates through several channels, including:

• Email: A direct way to reach your users.
• In-app notifications: Notify active users while they’re using your product.
• Social media: Platforms like Twitter, LinkedIn, and Facebook are excellent for spreading the word to a broader audience.
• Blog posts or changelogs: Publish a detailed breakdown of updates on your website or product’s blog.
• Webinars and demos: Host live sessions to showcase new features and allow users to ask questions.

How do you share product updates with customers?

Share product updates with customers via multiple channels to ensure wide visibility:

• Email campaigns: Send dedicated feature announcement emails.
• In-app messaging: Deliver pop-up messages or notifications when users log into your app.
• Support teams: Empower your customer support team with information about new features so they can inform users during interactions.
• Social media and blog posts: Use content marketing to spread the news beyond your existing customer base.

How do I write an email about an update? To write an email about a product update:

1. Start with a clear subject line: It should briefly mention the update.
2. Write an engaging introduction: Explain why the update matters and how it improves the user experience.
3. Highlight the key features: Break down the most important aspects of the update in a way that’s easy to digest.
4. Use visuals: Include images or GIFs to make the email visually appealing.
5. End with a call to action: Invite users to try the new feature, sign up for a demo, or read more on your blog.