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How to Announce New Product Features Using Email Marketing

How to Announce New Product Features Using Email Marketing

You’ve poured your blood and sweat into building the perfect product. So, all that’s left is to promote it to prospects. But before you announce a new feature, you must craft a product launch strategy.

So, now the question is, how do you start creating one? Easy: you learn the secrets to writing emails that pique your audience’s attention!

We’ve created a foolproof guide to help you make an excellent first impression. Keep reading to discover how to introduce a new product to customers through email. We’ll also cover different strategies and the best email drip campaign examples:

What Are Promotion Emails?

A promotional email focuses on informing customers of new or existing products. Most promotional emails comprise special offers, limited discount codes, and exclusive content.

So, these email copies captivate prospects and increase conversions. As a result, promotional emails improve the buying process. 

What Is a New Feature Announcement Email?

Modifying and enhancing products is a never-ending process. So, a new feature announcement email lets you introduce improvements to the buyers. Value-adding to your product, motivates customers to purchase your product or service.

You can announce new product features to active/inactive and potential customers. But it’s crucial to create a captivating design and copy. Without one, you’ll struggle to motivate buyers to take the desired action.

What Is a Product Launch Email? product-launch-pencil

A product launch email entails marketers announcing new products or services to buyers. These emails offer target audiences insights into the item’s benefits and features.

Brands and entrepreneurs use product launch emails to excite customers about products. You can also use this email to spread awareness or introduce new product features.

Reasons to Send a Product Launch Email 

There are numerous benefits of announcing new products by email, such as:

Allows You to Promote Upcoming Products 

The primary goal of a product launch email is to promote a new service/product. Once you send out emails, you can capture your target audiences. 

Additionally, you can measure engagement and interest levels before launching the product. That way, you can save time and money.

Facilitates in Gathering Qualified Leads

Another excellent benefit of product launch emails is it helps gather leads. The result? You can refer to these prospects when announcing new features!

Furthermore, you can leverage your leads to identify potential issues and queries.

Spreads Brand Awareness

Product launch emails allow you to expand your target audience. It also aids in spreading brand and product awareness.

Besides, you can use product launch emails to boost customer retention and profit.

Promises Time and Cost-Effectiveness

The best part of using product launch emails is that it’s free! You can enjoy sending it out to various audience segments. 

In addition, with the right tools, you can cut costs!

Encourages Prospects to Take Action 

Product launch emails let you invoke excitement about upcoming products or services. So, by creating buzz around your brand, you can grow conversions.

Plus, it eases persuading customers to take your desired action.

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What Are the Different Types of Product Launch Emails?

There are no one-size-fits-all product launch emails. Instead, these involve drip campaigns with numerous types of emails.

Here we discuss the top ten types of product launch emails:

Product Launch Emails 

A product launch email allows you to announce new product features or versions by email. It also lets you create excitement about an upcoming product or service!

Feature Announcement Emails

Businesses and individuals can send out emails to inform buyers about new features. In addition, feature announcement emails let you announce modifications. 

As a result, you can showcase new functionalities that meet customers’ needs.

Survey Emails 

Survey emails focus on gathering information from your mailing list about prospects. Brands may incentivize these emails to encourage users to participate in the polls.

Pre-Order Emails 

You can grow excitement around a new product or feature with pre-order emails. These emails go live before product launches, encouraging buyers to place orders beforehand.

Collection Launch Emails  

Collection launch emails are ideal for showcasing new product lines. It allows your target audience to view new versions of an item.

Common Question Emails 

Common question emails are an excellent way of establishing brand authority. These emails focus on answering customer inquiries regarding products, features, or new releases.

Creating common question emails allow you to build trust and credibility. 

Future Sales Emails 

A future sales email helps display special pricing on new products. With these emails, you can captivate prospects and grow conversions.

Interest List Emails

Interest list emails facilitate segmenting customer lists based on crucial differentiators. As a result, you can determine what emails you should send to whom.

Event Invitation Emails 

You can announce an upcoming webinar or launch party using event invitation emails. These emails help you engage with your target audience. 

A bonus is you can discuss the benefits of your product during the event!

Beta Announcement Emails 

Beta announcement emails allow brands to inform prospects about a product’s test versions. These are often available at a discount, helping you attract more customers.

Top 7 Strategies for Announcing New Product Features via Emails

Research shows that up to 300,000 new consumer products enter the market annually. But over 80% of these end up failing! 

Wondering why? It’s due to the lack of marketing planning and strategizing. Ensure you don’t repeat these mistakes by following these seven tips: 

Segment Your Target Audiences 

Leverage the information about your target audience to create segments. That way, you can deliver personalized and hyper-focused email messages to prospects.

Once you narrow your consumer base, you can email the buyers that will benefit from new features.

Ignite Curiosity with Teaser Templates

Build anticipation about upcoming new products by spreading the buzzword. You can create suspense by drafting teaser emails that discuss pain points. End the email by telling them to look for a solution.

Ensure you craft a compelling teaser email with an attractive design and a stellar copy. In addition, you must add attention-grabbing photos, animations, videos, and GIFs. Once you complete your email, it’s time to send it at the best time. 

Ideally, you should send teaser emails 10 to 14 days before the product launch. As a result, you can grow awareness about your new product or feature.

Plan a Robust Email Sequence 

Your product launch announcement involves a series of emails. So, after sending a teaser email, you must plan the following sequence:

  • Announce a New Feature by Email – This is the big reveal- you introduce your product to your target audience. Use this email to inform customers about your item’s features, including screenshots. You can also add pre-order information to encourage prospects to book products.
  • Launch the New Product – Spread the positive energy about your new feature with your target audience. Grow excitement to encourage your target audience to purchase the latest functionalities. Remember to add social share buttons to allow customers to create buzz.
  • Send a Follow-up Email – Wait up to a week after the product launch email to send a follow-up. These emails are ideal for targeting prospects yet to upgrade to new features.

Launch Your Products via Email

Convert prospects into profit-generating customers by sharing your product’s features. Avoid keeping your audience guessing; instead, provide them with clear CTAs to pre-order.

If there are no pre-orders, include the exact date you will launch new features. Remember to include attractive images and graphics alongside a well-written copy.

Incorporate Animated Graphics 

Keep readers engaged in your product offering by adding graphics and images. You can capture your target audience’s attention by sprinkling animated pictures and GIFs.

You can incorporate flashing animations, comedic GIFs, or looping motion to compel readers. 

Include Relevant Questions 

Add hypothetical questions that target customer pain points to connect with the buyer. With these queries, you can help customers visualize your new feature’s benefits.

For instance, you can transform the preheader or subject line text into questions. As a result, you can showcase your product or service as the ideal solution.

Send Emails at the Right Time

Your email’s open rates greatly depend on the time you send it. So, it’s crucial to consider the hour and day before sending out emails.

Here are several tips to remember when scheduling new product feature emails:

  • Send your emails early in the morning when people start reading emails. Or, you can send it during the first coffee break.
  • Another excellent time to target is between 12 to 1 pm. It’s because most employees surf their emails during their lunch break.
  • You can also send product launch emails before bedtime. Why? Because most of us love checking our phones before sleeping!
  • Schedule your emails for Tuesday, Wednesday, and Thursday to capture qualified leads.
  • Send emails during the nighttime if your target audience is young people.

New Features Announcement Email Writing Tips 


All feature announcement emails are not created equally! So, you must optimize your copy to enrapture target audiences.

Here are the steps to creating a stellar new feature announcement email:

Craft a Killer Subject Line

Over 347.3 billion emails are sent daily, meaning there’s massive competition. So, to overcome your competitors, you must create a stunning subject line. 

Ensure your subject line is concise, engaging, and relevant. In addition, use a tone that resonates with your target audience, like witty. You may add a few emojis to add personality and anticipation. 

Besides this, use the preheader text to offer a sneak peek into your email. Summarize the text within a sentence to compel the reader. You can also add special characters to stand out.

Lastly, A/B tests your email subject lines to identify what attracts the most clicks. So, you can improve your header text to grow CTR and conversion rates.

Write Clear and Concise Email Copies

It’s no secret: readers today have shorter attention spans. So, skip the long-winded introduction and focus on concise sentences. Use clear and easy-to-digest words free of jargon to keep the reader engaged. 

Consider answering the following questions to ensure your copy is compelling:

  • What new product/service feature are you introducing?
  • What are the primary benefits of the functionality update?
  • Who is your target audience for the new updates?
  • Why is this latest update essential? 
  • How will it enhance the customer’s user experience?
  • How can your prospects view and use this new feature?

Once you answer these questions efficiently, you can ease the customer’s discovery journey. You may also add a sentence or two to introduce your product.

Incorporate Attention-Grabbing Images 

Adding eye-catching images allows you to make your content engaging. You allow readers to visualize your content with photos, GIFs, and videos.

Consider including visual content that portrays your product or service’s features. For instance, you can use moving images to introduce the different editions of a product. Or, you can incorporate GIFs to demonstrate its working.

Besides, you can add screenshots to draw the reader’s attention. It will also ensure the recipient can quickly digest your product’s new features.

Conduct Market Research 

The more you explore your target audience, the better you can target them. So, do your due diligence to uncover critical customer data. 

By conducting market research, you can segment prospects and automate personalized emails. For instance, customers of different ages may prefer various incentives.

Add Personalization to Enrapture Readers

Personalizing your email is an underused yet excellent way to announce a new feature. To capture readers, ensure you customize the subject line, content, and email signature.  

Consider using your prospect’s first name, job position, or website to show you care. You can use the best email marketing automation tools to auto-customize every copy. 

Follow Your Brand Design 

Consistency is critical to building brand awareness and recognition. You can create a consistent brand image by sticking to your brand color and font.

In addition, add your brand logo to allow buyers to recognize your brand. That way, you can maximize the impact of your emails. 

End the Email with a Compelling CTA

Your goal is to inform and encourage readers to take the desired action. So, finish your email with an attention-grabbing call to action.

Ensure you add only one CTA to avoid distracting the recipient. Make sure your call-to-action button is clear and visible. You can make it contrast with the rest of the email by highlighting it.

How to Write Awesome Product Launch Emails [+10 examples]

Your product launch email is a reflection of your brand image. To inspire you to create stunning emails, we’ve added several examples here:



Benchmark announces the official release of its product via email. The brand introduces the Automation Pro with an aesthetically appealing email.

The product launch email entails the tool’s features and benefits. So, it offers in-depth insights into why users need Automation Pro.

The best part is Benchmark added a clear and concise CTA button!



Mmhmm’s product launch email boasts an attention-grabbing design. That way, it hooks the reader, compelling them to keep going. 

In addition to the vibrant look, Mmhmm included a short video clip. So, the brand makes the email increasingly engaging. It also allows users to learn about its features and values.

Besides this, the product launch email includes many CTA buttons. Why? To remind the user to take action in a long-format email!



Create a fun product launch email by checking out this example. Carbonmade’s eye-catching yet straightforward design encourages you to keep reading!

Although short, the email effectively delivers the product’s value. The enticing email uses a friendly tone, hooking you from the first word.

Another excellent part of this email is the easy-to-follow CTA button. The brand eases following the desired action with its clear social button.



The new feature email by Grammarly is attractive and easy to read. The brand uses up to three sentences to communicate the feature’s value.

In addition, the brand included vivid imagery to showcase its new features. So, Grammarly’s email is digestible and aesthetically appealing!

Grammarly finishes the email with a clear CTA. It encourages the reader to take the desired action instantly.



Take a sneak peek at Nike’s website launch email for inspiration. The famous shoe brand uses graphics to display the site’s accessibility.

In addition, it showcases the different available features within three sentences! What’s more? Nike enraptured its prospects by offering coupons and member perks. 

Another standout feature of this product launch email is the CTA button. Nike ensures its social button contrasts the copy, so you don’t miss it!

Brother Moto


Brother Moto’s event invitation email is ideal for announcing product launches! You can take inspiration if you plan to showcase your upcoming features at a live event.

The brand’s eye-catching email design instantly hooks you. Moreover, it offers users the perfect reason to join the event- a CX1 giveaway!

Furthermore, it encourages readers to take action with its clear CTA. But the consistent brand image makes Brother Moto’s email stand out.

Dr. Martens


Think bold designs, stellar copy, and in-depth value. That’s what this product launch email by Dr. Martens offers!

The rustic background represents the new boot’s durability and aesthetic. It also grabs your attention and keeps you going.

Moreover, the sub-text in the email comprises individual CTA buttons. What does that mean? You can click on the product that matches your needs!



Figma’s feature update email uses a simplistic design to communicate value. The easy-to-read email introduces its new plugin through information cards.

Moreover, the email uses a humanized voice to connect with the reader. The headings on each card showcase how the product stands out.

Lastly, Figma ends its email with a compelling call to action. So, users can install its new plugin with a single click!



Peloton’s product launch email uses an aesthetically pleasing design. So, it captures your attention while fostering a deep connection.

The email allows runners to connect with the product within seconds. In addition, the copy focuses on the product’s technological aspects.

Moreover, Peloton encourages readers to become a part of its community. The red CTA button contrasts the black and white design, enabling you to join!



Nintendo makes an epic game launch announcement via email. The long-format email is rich in visuals and displays every game aspect.

What’s more? Nintendo embedded a short clip to tease its viewers. Since the email ends with testimonials, it effectively captures the reader.

But what makes the email stand out is Nintendo’s use of hashtags! That way, the brand captures prospects and builds a community.


New product feature announcement emails allow you to reach your prospects. They offer an efficient way of re-engaging inactive or new audiences.

But when crafting a product launch drip campaign, you must assess your buyer’s needs. You can create an email copy with the perfect design and content. 

Besides this, you must determine the right timing to captivate new customers.