Product Update Email Examples

Superlist does a nice job of balancing engaging screenshots with short blurbs in their product update emails. The images are generally slightly abstract, hinting at the new feature without being a direct screenshot of it. This helps build anticipation for users to see the real deal in action. They also include emojis throughout the email, staying on brand and highlighting their personality. Their final CTA that links back to the app is "we can't wait to see what you make!". This is great and while it still means "check out our new feature" likely increases engagement and helps build a sense of community.

This Product Update email example from Layers covers two things 1) a new feature and 2) an opportunity to invest in the platform. The founder knows that their product update emails have high engagement so they started this email off by teasing an opportunity for users to invest in the platform. He kept this notice short and direct so that he didn't abuse the trust with his users who were expecting a traditional product update. From there, he dives into a highly anticipated feature update accompanied with a short blurb and teaser image. The short update is enough to get users excited but leaves them wanting more. This will likely drive more users to head to the app immediately to check it out.

Instapaper did a nice job of incorporating simple and easy to understand screenshots to help users visualize the new feature announcements. The overall text of the email is heavy, so these visuals do a nice job of giving the user a break while allowing them to see it in action. They wrap the email up with another ~10 or so updates and improvements that they didn't feel were worthy of their own dedicated email but still important for users to know about. This subtle addition shows that they are constantly shipping new features and enhancements to make the user experience more enjoyable.

Folk's New Year product update email highlights all of their new features that they've kicked off the year with. They do a great job of incorporating short gifs to accompany the new feature announcement so that a reader can quickly and easily understand exactly what it does. This will allow curious users to hop right in and give it a try without much friction. Finally, since the email is loaded with updates these gifs do a nice job of breaking up the blocks of text to give readers a quick break.

Slack is jumping on the AI bandwagon with this product update email. They even capture the reader's attention in the subject line with the ✨ emoji which has become *the* emoji for AI-powered things. They do a great job with their header of this email... who doesn't want to ignite their productivity? Finally, they let readers know that Slack AI is only currently available as a paid add-on for enterprise plans, possibly prompting users to upgrade so that they can take advantage of the new feature.

June sent a product update email to announce their shiny new website. Why do we love this email? It's simple... June did a great job of telling their story in this announcement. They begin the update by recapping the product's last three years. After this, they do a great job of bringing attention to their main CTA which was to view the news on Twitter. This was smart because it funneled users from the email to social where they would be able to help amplify the news even further for them. Genius.

Descript sends a monthly product update email that does a nice job of blending visuals and text. Each screenshot is laid over a bright background that draws attention to it. The text is an easy to understand blurb followed by a CTA button that allows the recipient to learn more if a specific update grabs their attention. These product updates do a great job of informing users of all of the new features their account has to offer while staying extremely easy to scan.

mymind does a great job of integrating their positive and bright branding into their product update email. They incorporate their colors throughout and even add their own fun spin to an otherwise boring bullet point. Not only are they introducing their new mobile app but they are sure to give users a few insights into their considerations when building it. This helps make the users feel like they were a part of it and that they have something to look for when trying it out for the first time. Last but not least, they're sure to let Android users know that their time is coming soon... something that they're very used to hearing by now.

Reform's product update email does a nice job of balancing text descriptions with simple images that help users understand the updates at a high level. After introducing the newest features to readers they finish by teasing them with a handful of upcoming releases that hope to keep them engaged and excited. This style of product update email does a great job of giving users what they want (new features) while also always keeping them wanting more (teasing upcoming features).

Cron — err Notion, sent this product update email to inform users of a key change to the calendar app. Notion had acquired Cron a year prior and was now ready to rebrand the app as Notion Calendar, along with new features that work alongside the core Notion product. This product update email leads off with a professional and well done video from the founder that both announces the change as well as highlights some of the key in-app changes and upgrades... all within ~30 seconds. From there, the email thanks users for being early believers in the product and links to a changelog with a more detailed description of the new changes. Finally, the email sets expectations by letting users know that this will be the final Cron email they will receive and where they can keep following along on Notion’s channels.

Arc builds anticipation in their product update email. First and most importantly, they're referring to everything that you've seen to this point as Act I. They're hinting at a big reveal in a month that they're referring to as ACT II. The only call to action is a sneak peek into their 2024 plans. By keeping the product update vague and hype-based they are playing on the users’ emotions and hoping they stay invested in what comes next.

Tally urges users to engage with their recent product update email with a subject line that begins by thanking them for a great year. They quickly highlight the year's achievements before getting into recent updates. They do a great job of balancing images and text throughout the entire product update which makes it easy for a reader to consume and even scan to the features that are most interesting to them.

Visual Electric leans into the entire purpose of their app by keeping their product update email extremely visual. They are announcing the launch of new styles to their image generator by showing vs telling. The entire email is just a handful of examples of what is now possible with the simple closing prompt of "What mood should we make next?" allowing the user to feel like they have a say in the direction of the company.

Spline incorporates fun GIFs to accompany each product update. They keep their product update email short and sweet with a quick tagline of the new feature followed by 1-2 sentences about it. The rest is up for you to see for yourself in the app.

Buffer starts this product update off with a banger of a subject line. If teasing the most requested feature of the entire year isn't enough to convince you to open their email, nothing will. Once you open it, you're presented with a nice graphic that highlights just how many users upvoted this specific feature request. They then close the email with a quick rundown of why you will love this feature with a link to get started using it. They hooked you with the subject line and didn't waste any time getting you to their CTA.

Polywork announces all of their product updates in a predictable monthly cadence. They do a great job of packaging up their many product updates with a quick screenshot, tagline, description, and call to action. They give you just enough information about each update to be interested before sending you off to learn more which allows them to keep the email as concise as possible.

Folk understands that many users are visual learners and does a great job of using an easy-to-understand GIF to highlight their newest product update. And if that isn't enough, they also link to a longer video that explains it in more detail.

This product update email from Ahrefs borders on TLDR territory and they know this. That's why they do a great job kicking off the lengthy email with two alternative options 1) to watch a ~5 min video that gives a rundown of all the updates and 2) the option to read it online outside of your inbox. The features are important and worth highlighting so they make sure to give the reader multiple ways of digesting it based on their personal preferences and time availability.

Atlas follows a very clean and formulaic approach to their product update email, which is sent from the founder himself.. It starts with a quick bullet list of the new changes and is then followed by a detailed explanation of each alongside a nice screenshot that was made specifically for the email. This structure makes the entire update easy to follow and understand the updates.

Instapaper used this product update email to ease the tension of the announcement of increased prices. Yes, the increases are included in the email but first comes the announcement of a new feature specifically for paying customers. They're hoping that this new feature is enough to keep current customers interested in the product despite the new 2x pricing.

Parrot AI introduces a new feature for their Chrome extension through a mix of why you should care and a quick screenshot of what it actually looks like in use. The entire email is very "on brand" so they can build a relationship with their customers over time through their product updates.

Canny opens their product update email with a quick highlight of each of the new changes, allowing you to make the decision if any of the new features interest you enough to read the full details. From there, they go into each of the updates in more detail with a nice screenshot and then link to an external page that gives you all of the information you could possibly need.