We are very excited to announce that our new website is officially live! Head over to www.slimpay.com to discover our brand new visual identity.
What makes iPhone the most awaited and desired product of a year? We know there are smartphones that are not worse than the Apple’s products (the Apple developers, I beg your pardon), but nobody cares about their releases and updates.
It’s all about a proper product launch announcement.
Apple evokes anticipation and desire in prospects to buy and use their products. How? We’ll share the best announcement email examples and their subject lines by the world-famous brands. In this post, we’ll also reveal Apple’s secret that makes their campaigns so special.
Product launch announcement is a number of activities aimed at new product promoting and its awareness.
Hopefully, your developers had previously conducted some investigations to invent the product or upgrade the existing product’s features to meet customers’ needs and even exceed their expectations.
Prior to promoting and announcing your up-and-coming product, try it out, define its pros and cons. And be honest with the customers during the whole promo campaign.
(A perfect software update email sample by Starbucks).
Definitely, all promotional campaigns should be advertised via the following channels:
I ain’t gonna tell you that properly done newsletter email templates alone will bring great success to your company. Never, as a single channel is not capable of doing this. Use them all simultaneously for your campaign’s success.
Of course, you know how to promote your product via the mass media and social channels.
So, is it reasonable to send out announcement newsletters when you are already using 2 powerful channels? Of course, it is! The more people hear about the new product launch, the more chances they would be eager to get it.
Certainly, a perfect email design will not save a poor campaign. But it can empower an already good impression.
As John Wooden said, “Little things make big things happen”.
When starting a new email announcement campaign, first of all, you should consider the type of the announcement.
In new product launch emails, the focus should be on the product! No distracting CTAs like “shop with us” or “visit our website now”.
For more detailed information, please see our compilation of the best new product launch email samples.
We decided to distinguish 1 the most useful and the most helpful feature in each and every email sample.
Subject line: “We are bringing our vision to the road: Mission E becomes Taycan”.
Porsche is going to bring this car to our attention at the end of 2019 or at the beginning of 2020, but they started the announcement campaign in 2018. We can only see the silhouette of this car, covered by a piece of fabric. Looks intriguing.
Even when you click the “View Video” button, you again see the shade of the mystery on the landing page:
In case you are interested in watching this video, here it is.
Subject line: “Wireless charging pad available”.
No matter how many images you have added, recipients might like to know more — provide them with this opportunity. The “learn more” button is of great use here.
Subject line: “Cashmere Rib Is Here”.
This is a new product item and prospects do not know whether it’s about to go well with the rest of their wardrobe. Be supportive — provide them with fashion recommendations on how to wear this cashmere rib with other pieces of the brand’s apparel. Everlane even shared photos of what it is about to look like.
Nice trick to increase sales 🙂
Subject line: “Introducing Shine Compulsion Lipstick’s Newest Shades!”.
When it comes to fashion and trends, for like 80% of the subscribers, nothing can be more convincing than feedbacks by prominent people. Did Oprah Magazine award this lipstick? — Definitely, I should try it, too.
Subject line: “Tesla Updates: Model 3 is Available to Order”.
Certainly, you do need to be mysterious, intriguing, but not when it comes to the very product launch/release day. Once the product is available to order or pre-order, make your copy straight. There should be no misunderstanding.
Subject line: “Reach users at the right moments”.
Only the person who is in love with the product can describe it at its best. And who loves the product most? Right, the CEO and developers. In some cases, it is the same person.
Let the CEO speak, record a video where he in smallest details shares the pros of the product.
Apple is probably the best at running product launch email campaigns. Every word, every character matters.
“Say hello to the future” — who wouldn’t like to be the first, or to be in the future today?
One more thing that makes them unique — once the exact product launch date is set, they hurry to share it with prospects!
Subject line: “The first Scuderia Ferrari gaming headphones: don’t miss out!”.
Let me paraphrase the section title: be appealing to vanity 🙂
Because who wouldn’t like to be the first to possess something luxury?
“Pre-order” button helps — it means I won’t have to stay in line, I will receive my parcel on the release day, I will be really the first to try.
Subject line: “Grammarly’s Chrome Extension + Google Docs, Together at Last!”.
Top-requested feature… nice trick! Even if some of your prospects did not care about this option, they are now likely to try it out to find out what made it so anticipated.
Subject line: "Nokia steel HR has arrived".
I find this product launch email example perfect for three reasons:
Even if just glimpsing at this email, prospects will still see that this watch is worth considering if not purchasing.
Subject line: "You have signed up for the Alphaedge 4D Shoes release".
It's very kind and thoughtful of Adidas to make such notification emails. On their website, they announce that very soon these shoes will be available. Honestly speaking, I liked them a lot. I liked their color, their characteristics. I am sure, so did many subscribers of Adidas. But they do not have time to monitor the website for the release.
Notify your users about upcoming releases of the products they loved.
With the first email, they just informed us that every minute a million plastic bottles are made. And added they are about to do something about it:
With the second email, they notified us they are going to eliminate virgin plastic by producing outwear out of it:
And with the third email, they finally showed what it looks like. But with the fourth email, they finally announced the sale has been started and added the CTA button.
This is simple yet amazing!
I deliberately put this example to the tenth position as now I’d like to say a few words about sequences.
It’s preferable to create a sequence of emails to keep the target audience updated and to keep them interested in your product.
How many emails in a sequence? At least, 3. The first one to inform about the upcoming launch, this way you build anticipation. Here you can mention a few unique features your product possesses, or may just say that something huge is coming. And specify how many days/weeks/months are left till the day when customers receive an update.
The second one is the update itself. Remind about the mentioned features and add a new one. Make sure to provide recipients with a photo or two, or even a short video about the product.
The first two messages are called teaser emails.
The third product launch email is to inform about the release date and the way people can get the new device.
Note: if you start the product launch announcement email campaign a few months/a year prior to the release date, then you are welcome to extend your sequence to 4-6 emails.
Please, avoid boring subject lines. Look inside your inbox. What do you see? Typical: “Woohoo! We are launching new devices!” or “New updates to be released soon!”
It is impossible to impress the recipients with these old, trivial and not intriguing phrases. Try to be more creative. As long as the subject lines’ mission is to convince the readers to open the email.
Of course, something, like “Noteworthy email” as the subject line will not impress the readers either.
If you are going to announce that you have added FAQs to your website, why not mention this in the subject line? “An FAQ email” or “New wireless water-resistant headphones for your iPod”.
If you have previously made a poll among your customers regarding the features and options they would like to see on your website, and you know the date you are going to implement them, you can make the following subject line: “We heard you” or mention in the subject line the questions you have asked.
The subject should be creative, yet clear and very concise.
We’ve added a subject line to each new product launch email template.
Note: you may replace the ellipses with your product name, or leave it the way it is to spread some intrigue.
In emails, where you specify how many days or hours are left to the Day X, why not add a countdown timer?
There is a traditional strategy you should stick to when starting an announcement campaign:
But at the beginning of the article, we said we’d survey the Apple newsletters’ examples, and we did. Why them? Because they have probably the best marketing team among competitors in their niche. I am not an Apple fan. I like other brands more. But Apple’s marketing campaigns are always amazing, impressive and thoroughly prepared. Most of their emails are the announcements of new products’ launch, software updates, but not typical products’ promotion.
* the Rule of Three.
Carmine Gallo wrote an article for Forbes, where analyzed modern marketing and mentioned that the Golden Rule of Three works not only for the military, but for the marketers, as well. “3 is easier to remember than 4 or 7” he says. And I would like to add that “3 is better than 1 or 2”.
Steve Jobs was probably the first one to implement this rule in marketing. At least he was the first to do it successfully — and this is the company’s secret.
Steve Jobs in his presentations always promised to present 3 devices. But in the end there appeared to be just 1 gadget, combining 3.
If you cannot place 3 images in a row or 3 items in one photo, then you should try at least to divide the text into 3 columns for better perception.
As long as the strategy preparation requires much efforts and time, Stripo.email strives to facilitate your work and save you lots of precious time. We have already designed product update email templates.
In case you are extremely busy and have no time to work with the editor, you can ask our professionals for assistance. Our designers and developers will kindly help you create a perfect template with the design that mirrors your website.
May your announcement email newsletters be effective. And may Apple learn from you!
I sincerely wish you the best of luck!
We are very excited to announce that our new website is officially live! Head over to www.slimpay.com to discover our brand new visual identity.
Your software is improving all the time... You’re battling your competition, moving fast, and listening to your users when they tell you what they need.
For a small set of loyal customers, your latest feature was the answer to their product prayers. (“Finally!” they collectively exclaim.)
For the rest of your customers — who are still learning your product’s existing functionality — that new feature doesn’t even exist.
A feature without an effective announcement and user onboarding strategy isn’t a feature at all. It’s wasted dev time and a layer of complexity for your users.
“Nobody cares about the thing you’ve designed, unless you can get them past the beginning.” - Julie Zhuo, Product Design VP @ Facebook
Developing new features is only half the battle. What comes next can make or break adoption. Whenever you improve your product, you’ve got to nail the feature announcement and user onboarding.
That means communicating relevant value with context — at the right time, with the right messaging.
An example new feature announcement, built with Chameleon
👉 In this post, we reveal the psychology behind feature adoption, share a feature announcement framework, and cover best practices to help you successfully launch your feature or product.
A feature is a finely-crafted work of code. You’ve tested every component, briefed the CS team, and even edited the email and blog post. It’s finally over and done with... but it’s not!
You need to be sure your feature is getting traction. It won’t help engage existing customers or convert new ones if users don’t change their habits and start using it. To enable this, you need a strategy.
The benefits of a good feature announcement product marketing strategy are huge:
However, your users don’t always see it that way…
The forces of psychology work against you when you build new features. Unless a user is aware of the pain your feature addresses, they’d rather avoid using it in case something goes wrong.
Did you know that only 21% of iOS users install app updates within a week of release?
That’s because the users see no value in updating. It requires tapping, waiting, and the risk that something could turn out worse than it is. These users could be happy enough, but they aren’t wowed or engaged by new features. In fact, they might even be scared.
Research from allthroughouthistory shows that fear of change is hardcoded into our DNA. It’s what helped us survive in the era where getting eaten by a lynx or poisoned by a strange berry was an everyday thing.
We have that exact same mentality today — despite being far far safer. Your users aren’t nervously keeping watch for strange sights by a dim campfire, but they do have the same fear responses.
Gradually introducing a new feature with the right timing and messaging can help build familiarity and drive adoption.
Here’s a simple framework that all Product Marketers should use to plan your upcoming feature announcement strategy:
This is how it looks alongside a traditional product roadmap using Airtable's template:
Why bother planning? Well, for SaaS companies, new features are closely linked to the product and marketing strategy. A new feature enables new use cases, blog posts, keywords, and help docs. It’s like a mini product release, and you wouldn’t leave that up to chance.
When a feature is first rolled out, you need a laser-focused strategy for getting it discovered, adopted, and lovingly tweeted about by your users.
For this,look at your product roadmap and think about these four data points for each upcoming feature:
Defining a goal will help you get alignment across the team. It sets an anchor point to measure the success of your feature launch, and ensures you make decisions that have a clear focus.
What KPI are you trying to improve with this feature?
For example, the goal for a new feature that lets Pro users control access permissions could be:
”To convert more freemium users that work in teams.”
Not all users are created equal, and certain features will resonate with some personas and not others. Even if a new feature announcement would broadly benefit your entire user base, there will likely be a segment that cares more than the average user. Maintain a high signal-to-noise ratio by focusing your announcement on these best-fit users.
Who will become successful thanks to this feature?
For example, your target user for the feature could be department heads who want to track how their teams are performing. This helps you nail your messaging and know how best to segment the announcement. Personas will be useful here.
To avoid desensitizing your users to your content or messaging, you have to maintain a high signal-to-noise ratio. To enable this, you must decide which features get more airtime than others. Do this by evaluating the business value each feature / improvement can potentially drive, and how important this is to your company’s overall goals.
How vital is it that we make this feature stick?
For example, include a field for prioritization (low - high) which corresponds to the channels used. A high priority item may be a new product launch that requires promotion in all channels, whereas for a low priority item a single channel may suffice.
Where are we going to make the announcements?
You know who you’re targeting, whatyou’re looking to impact, and when you’re going to do the launch.
All that’s left is where (because we’ll examine the how next).
Here are the most common channels for feature announcements to consider:
Here are some examples:
Product UX: Changes to UX, such as a modal, product tour, label or hotspot can help highlight new features and coach users be successful. You can guide your users directly to the new feature and show segmented messaging to help them get adopted. Our users have seen 50% higher adoption rates on new features thanks to product tours.
Check out Chameleon's gallery of feature announcement options.
Blog posts: Release notes, case studies, and use case demonstrations give you a permanent resource to show users. It also gives sales, support, and customer success better resources to share with leads and customers.
Email: Craft one-off announcements and continuous drip campaigns that help reactivate churning users who aren’t engaging in-app.
In-app messaging: Deliver segmented, timely feature announcements that convert better than email and reduce friction because they’re in the context of the app.
Let’s take a deep dive into each announcement channel and the best practices behind the scenes.
When to use: to visually highlight the feature inside your product and drive direct action in the moment.
EXAMPLE #1: Google Analytics
This feature announcement from Google Analytics is delivered as a tooltip which explains the scope of the feature and provides a call to action.
Since this announcement is in-app, users don’t have to translate a help doc’s instructions or screenshots into their experience; they can click “see report” to dive right in and see value instantly. In-app feature announcements can give vital context to the instructions and information you send your users, and enable immediate action.
EXAMPLE #2: Facebook
This new feature announcement was delivered to users of Facebook’s Creative Hub to announce the addition of team collaboration features. It uses short copy, clear visuals, and contextual tooltips as fallbacks to catch users with different attention spans.
The bold modal is used as plan A -- it includes a one-liner that sums up the scope of the feature even if users don’t click next. For a glancing user, the standard avatar-with-a-plus-sign is used as an “Add your team” signal. If the user decides to close the modal, they still get plan B: the tooltips underneath describe new functionality and changes users can expect.
💡 Watch this 48-second video to learn how to recreate Facebook’s user onboarding experience with Chameleon:
One route to take when designing in-product announcements is deliveriing push notification-style guidance and prompts. These appear when triggered by a click, pageview, or pattern of events. They're great for driving action, but you can't use too many of them before users get annoyed or desensitized.
Another route is more user-first and turns one-time prompts into something the user can review at their own pace.
Chameleon Launchers enable you to embed a feature release log into your product, and trigger campaigns like tours, tooltips and redirects to actually highlight the functionality users would otherwise just be reading about. Tours can show helpful information or sell the benefits of a new feature, so users don't have to switch context to get value.
Good in-app feature announcements for inspiration:
When to use: to create a permanent asset that can be shared with existing customers, and a way to gain new customers by linking your feature’s use cases to their pain points.
EXAMPLE #1: Twilio
This feature announcement post from Twilio is written to tell customers about the new WhatsApp API, and to address any objections that they might hear from their developers:“The Twilio API for WhatsApp gives you a simple and reliable way to reach your users directly in the WhatsApp application.The same API you use for SMS can now be used to send WhatsApp messages. All you have to do is update two lines of code. “The post includes a code snippet that quickly demonstrates how easy it is to incorporate WhatsApp functionality into your existing Twilio apps. It also links off to help documentation, a getting started guide, and examples of existing Twilio apps using the WhatsApp API.
EXAMPLE #2: Asana
Going further than a simple announcement, the long-form nature of your blog makes it possible to cover multiple inspiring use cases for a new feature to teach your users best practices and let them pictures themselves applying the feature to their own workflows.Asana’s Slack app made it possible for Slack users to manage Asana tasks without leaving their work chat. But if you’re used to using Asana and Slack anyway, what’s the specific value? The Asana Slack app blog post was written to answer that question.
Good feature announcements blog posts for inspiration:
When to use: to re-engage churning users with features that solve new problems.
EXAMPLE #1: Airtable
Airtable has a rapidly-expanding product, but chooses to send marketing and product updates very rarely.
Instead of bombarding every user with ever feature, Airtable periodically puts out an eye-catching changelog newsletter. This suits their product well because they make many small useful tweaks at the request of their vocal user base in each release cycle.
Inside the email, Airtable bullet-points the features and highlights with emoji, making the email friendly and scannable. Even without reading further or clicking through, a skim-reading user still gets the essentials.
EXAMPLE #2: Wistia
Since it’s focused on one feature, Wistia’s feature announcement email is more geared towards getting the user to test the feature out right now. It follows the simple formula; communicate the benefits, describe how it works, and then prompt a next action. And, staying true to their product, Wistia delivers the news with a 40-second announcement video that shows off footage from the feature.
A/B testing is a big platform upgrade, not a minor tweak or UI overhaul. By broadcasting it over email with short, action-oriented copy, Wistia has the chance to re-engage churned users who were dissatisfied with the product or evaluating other (A/B testing-enabled!) services.
The reason in-app feature announcements improve product adoption is simple: you're more likely to get a user to engage with a feature if it's discoverable, easy to try, and can demonstrate clear value.
Using the best practices and framework in this post, you can wow new users and re-engage disinterested ones with feature announcements that make your product stick.
To make this even easier, we've put together a gallery of in-app feature announcements for inspiration.
Designers use email newsletter templates not to make cookie-cutter emails, but to have a consistent, branded foundation. Email newsletter templates improve workflow efficiency and provide a framework for delivering well-designed emails that are always on brand. When you use templates, your emails start off with basic components that are assembled in your brand’s visual style, so you don’t have to reinvent the wheel with every email. That means, from email to email, components like these always have the same size, style, color, and placement:
Having email newsletter templates on hand is valuable for any email marketer, and today, we’re going to walk through the top five you should always have ready to go.
And another from The Muse:
Similarly, some brands use letter-style templates for their standard newsletters, like in this example from Skillcrush:
Even for brands with a primarily visual style, a simple letter-style template is essential to have on hand, particularly if you need to send a note to subscribers in a timely manner, like an apology email.
Here’s an example from Drybar:
Letter or text-based emails are straightforward. Important components to consider including in your email newsletter template are:
Format each of these items to match your visual brand standards, and your text-based template will be ready to go at a moment’s notice.
Think about the promotional content on your website. Are you inviting subscribers to participate in an online webinar, offering them a free report or e-book to download? You’ll want a well-designed invitation template for your online lead generation efforts.
If you’re a publisher, this is one of your most valuable templates, only second to your newsletter template. Why? Because it’s the template used for uploading content and promotions from your advertisers.
Here is an example of an invitation email from theSkimm. To invite existing readers to try out their new app, the Skimm Ahead app, the subscription service styled their promotion email similar to their daily newsletters. Even though there aren’t overt call-to-actions, theSkimm employs a short intro featuring the app prominently, plus a mock Q&A section written in their trademark tongue-in-cheek friendliness, to help readers get to know the app without being pressured to buy it.
Another email example from HomeAway manages to tug at the heartstrings with an invitation email inviting subscribers to enter a romantic vacation sweepstakes. Not only does the email immediately grab the eye with a strong visual image, but specific keywords reinforce the sweetness (“romantic, fairytale, luxurious, enchanting”). Plus, the strong call-to-actions (one more visual than the other but both using romantic words like “epic” and “dream”) make this email promotion feel more personal.
In an email newsletter template like this, you’ll generally want to include five key elements:
It’s important to have a template that can quickly communicate a single, clear message to readers. It’s a newsletter that’s dedicated to delivering an important piece of singular information, like a big promotion alert or reminder, or a product announcement. These email types are often most effective when designed with simplicity using the inverted pyramid model:
Clothing company Everlane often uses this basic format in announcement emails:
These templates are likely to be updated significantly from one use to another, especially when announcing new products (you’ll probably have special art and color schemes dedicated to the new item), but it’s valuable to have a template with a structure and standard width and flow in place. Everlane, for example, always needs the same header, content dividers, “Radical Transparency” content section, and footer for announcement emails like these.
So for announcement and product email newsletter templates, you’ll usually want to include five key elements:
For lists, roundups, or blog/article digests, a single column, modular email newsletter template is a must. A template like this can reinforce consistency around the number of items included and the format of each item in the list. For example, this email from Skillshare that lists the most popular free classes is well-organized and formatted. Items are equidistant from each other (consistent padding), the image sizes and text styles are all the same, and the CTA buttons have the same format:
Depending on your objectives, your list format can vary widely. Inc. Wire, for instance, chooses social sharing CTA buttons and sticks to one header image per digest email:
With a template like this, it’s easy to drop in new content with every send, maintaining a polished, branded roundup email no matter the frequency of your campaigns. And if your lists are generally on the longer side, be sure to check out our posts on formatting text-heavy emails and preventing Gmail from clipping your messages.
So for these types of email newsletter templates, aim to include five key elements:
Product feature emails have become a real art. Designers and email marketing teams create sophisticated infographics, visual stories, photo collages, and much more. And with the email volume that brands send, having a baseline product email template is important, especially for regularly-scheduled product offering messages featuring multiple items.
Danner, for instance, uses a simple template to introduce and remind subscribers about featured boot collections:
Similarly, Aloha uses a photo collage template to feature recipes and content on its site:
MAC Cosmetics also uses a grid style to send out regular emails featuring its bestselling or newest products:
Most product feature emails break from the single-column structure and use a grid-based layout. Since keeping a grid formation often means items are difficult to see on mobile devices, make sure these messages are responsive so products reposition into one column.
When it comes down to email newsletter templates for multiple products, always try to include five key elements:
Templates don’t just lay the foundation for good email design—they reinforce and build your brand, establishing trust with readers. Make sure you have these templates ready to go:
If you’re not already using our BEE editor, sign-up for a BEE Pro free trial and find dozens of beautiful, professional-quality email templates to edit again and again for all of your newsletter needs.
Here are just a few examples of our email templates found in BEE Pro:
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Dear Colleagues: I am pleased to announce that [First and Last Name] has accepted the position of [Title] in [Department], effective [Hire Date]. This position .
We have grown and evolved over the last 23+ years and felt this was a good time to embark on a new image to reflect the culture and dynamism of our people, and our vision for a thriving future.
Our rebranding represents our many successes and ongoing transition. Changing our company logo is a task that we take very seriously, as it involves looking at our business as it stands today and creating an image that represents our beliefs, philosophy and values as an organization. We looked at angles, colors, font type, and design and came up with a logo that is simple, yet bold and vibrant. The use of traditional dark blue, and bright yellow, gives way to a fresher and sharper visual, without going away from our long-standing history and heritage. The C for CENTRO, which means “center” and the yellow overlay, symbolizes the “sun”. Centered between these two powerful elements, is a photovoltaic module. This new image encapsulates what Centrosolar stands for: innovation, superior quality, and a long-standing history of excellence.
Centro Solar, inc. Logo
After many months of hard work, we are equally delighted to officially announce the launch of our redesigned website – https://centrosolar.com
Our goal was to provide our users an easy way to learn more about Centrosolar America and Centrosolar Canada. This new site, will offer our current and prospective customers, as well as homeowners, information about our unique and differentiated product offering, including CentroPackTM; our financing platform, CentroFinanceTM; integrated social media links across Facebook, Twitter and LinkedIn, to help us foster improved communication with our customers and followers; and soon to come, a content resource center which will provide industry news and updates, company newsletters, customer testimonials, case studies and much more.
We hope you are as excited as we are about these changes and would love to hear your thoughts, suggestions and feedback. Please feel free to connect with us through social media or via email at [email protected]
Penzone Salon and Spa s most important announcement of the year centered around the company s new branding concept and the opening of its Check out their creative email newsletter they sent out for this announcement.