Product update email templates

Consistently improving your product to remain competitive and maintain a satisfied customer base is essential, especially in the SaaS industry. A product update email is one of the best opportunities to showcase that you’re listening to your customers’ feedback, consistently working on meeting their expectations, and reminding them of your product’s value. A product update email can also re-engage users who were about to churn. Unfortunately, many businesses treat product update notifications as an afterthought.

However, your product update emails can do far more than simply inform your users about the recent product improvements you’ve made. With the right strategy, you can use product update emails to reassure new customers that they’ve made the right choice, improve customer satisfaction, retention, and even increase revenue as you can also promote your premium features when announcing updates.

Crafting efficient product update emails can be a tricky task. Below are some tips to help you create better product update emails that are bound to improve user engagement, along with 10 product update email templates you can use as examples when creating your own version of product update emails.

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5 Product update email best practices

  1. Segment your audience: Consider dividing your subscribers into groups (based on age, gender, preferences, etc.) and sending different emails that vary in content, language, and style depending on what appeals to each specific group of users.
  1. Decide which updates are email-worthy: Receiving lots of emails about minor product updates and bug fixes might only frustrate your users. Think of which updates, changes, or improvements bring actual value to your customers and are truly email-worthy. 
  1. Focus on communicating product benefits: Shift from feature-focused to benefit-focused messaging that revolves around what your product does and how the improvements you’ve implemented can help your users meet their goals and handle challenges.
  1. Use visuals to boost user engagement: Since 65% of people remember information better if it’s paired with a relevant image, product update emails with eye-catching visuals are more likely to stand out, engage users, and generate their interest.
  1. Be consistent and commit to your schedule: If you want to build a regular readership for your product update emails, consistency is vital. Define the frequency of your messaging and stick to it so users know when they can expect to hear from you.

Product update email subject lines

  • The Newly Improved [Product] is Here!
  • New features have arrived!
  • Our [new feature] is finally here!
  • Introducing the brand-new features
  • Sneak Peek at our New Features
  • It’s official: The New Features are here
  • The most requested feature has arrived
  • Try these new features
  • Say Hello to the New [Product]
  • The New [Product]. Smart. Sleek. Powerful.
  • An [Product] update is available now
  • This is a big change!
  • [Product] just got even better! Take a look
  • Announcing the newest [Product] integration with [Tool]
  • Don’t miss our new [Product /Feature]
  • Welcome to the all-new [Product]
  • A whole new [Product] experience
  • What’s new in [Product]/ [Company]?
  • [Product] New Version is Here! Here’s all you need to know
  • An important update on [Product]
  • [Product] summer updates 
  • Your latest [Product] updates

10 product update email templates

Based on your brand, product, and your relationship with your users, your product update emails may differ in content, design, and tone. While there is no universal formula for the perfect product update email, here are 10 email templates that can help you get started.

New feature release email

Hi [Name]!

We’re excited to announce the launch of one of our most requested features – [feature name]! It’s now easy to [do whatever the feature allows users to do]. Here’s a quick overview of how you can use it:

[Benefit #1]
[Benefit #2]
[Benefit #3]

To learn more about this feature, check out this support article.

As always, let us know if there’s anything we can do to make your experience better. Your feedback is always appreciated.

Thanks for using [Product name]!

Feature improvement update email

Hey [Name],

We just released a fully revamped version of our [Name] feature. If you’re interested in what’s new, check out our latest blog post that covers it all.

Here’s a quick overview:

[Improvement #1]
[Improvement #2]
[Improvement #3]

If you have any questions or feedback, we’d love to hear from you!

Multiple feature updates email

Hi [Name],

We’ve added a bunch of cool new features and made some major improvements. Here are our top 5 recent updates that we’re especially excited about:

[Update #1: From now on you can …]
[Update #2: It became even easier to …]
[Update #3: You’ll finally be able to …]

You can read more about the updates in our most recent blog post. And as always, if you have any questions or feedback – don’t hesitate to contact us!


Bug fix update email

Hi [Name],

We’re back to share a couple of major bug fixes that will make your experience with [Product] better than ever. Here’s a shortlist of what we’ve done:

[Fixed: bug 1]
[Fixed: bug 2]
[Fixed: bug 3]

Want to see *your* favorite bug featured in this list? We would too. Send your suggestions to [email] and we’ll see what we can do.


New integration announcement email

Hey [Name],

If you – like us – use [Tool] for your […], then we’ve got some news you’re going to love.

We’ve just launched a new integration with [Tool]. Here are just a few of the things the new integration allows you to do:

[Benefit 1]
[Benefit 2]
[Benefit 3]

For more details, including how the integration works, why it’s a huge win for [Brand] users, and how to set it up (it’s really easy), click here.


Monthly/quarterly re-engagement product update email

Hey [Name],

We’ve been hard at work these past few weeks/ months [adding/ improving features] to help make [Product] even more valuable for you. We’re super excited to tell you all about these new features/ improvements and we hope you enjoy them as much as we do.

[Update #1]
[Update #2]
[Update #3]
[Update #4]
[Update #5]

In the meantime, we’d love to hear any feedback you have on [Product] and what we can do to make it even better.


New version release email

Hi [Name],

We’re excited to announce [Product name] 2.0. It has more functionality than ever before to ensure it helps businesses like yours to [accomplish specific goals].

[Product name] 2.0 provides:

[Feature #1: benefit]
[Feature #2: benefit]
[Feature #3: benefit]
[Feature #4: benefit]
[Feature #5: benefit]

You can read all about it on our completely revamped website at And don’t forget to check our new video!

[embedded video]

If you have any questions or feedback – we’d love to hear your thoughts!


Beta feature invite email

Hi [Name],

[Feature name] is a new beta feature for [Product] Pro plan, and allows you to [details on what the feature allows users to do].

We’re excited to give you a limited-time offer to take [Feature name] for a test run: from now until [date] you can [use the feature for …].

Ready to get started? You can read more about [Feature name] here.

If you have any questions or feedback, simply respond to this email.

One last thing: [Feature name] is still a private beta feature, so please keep it a secret until it’s ready for its debut ☺


New app release email

Hi friends,

We are proud to announce the launch of the [Product name] Android app! Our small team at [Company name] worked extremely hard to get this app out as soon as possible following the release of our iOS app. Thank you to all our Android users for your patience!

[Product name] app gives you [a short description of what the app allows users to do].

[Benefit #1]
[Benefit #2]
[Benefit #3]

P.S. A note for Android users: While we rigorously tested the app internally and with our Beta users, there can still be a few undiscovered bugs. If you come across anything, please email us at [email address]!

Created with love,
[Company Team]

 New product announcement email

Hi [Name],

It’s never been more important to […].

The good news is we’ve built a new [app/ service] that makes it easy to […]. We call it [Product Name].

As a [Company] customer, we thought you might want to be one of the first to try [Product Name] while it’s still in Beta mode.


[Product Name] will be a free service while in Beta. You can read more about it here [link].

What will [Product Name] do for me?

[Benefit #1]
[Benefit #2]
[Benefit #3]

Any questions or feedback? As always, feel free to reach out to our support team at [email].


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Frequently asked questions

How to create the best product update email?

Your product update email should contain new information to make your clients feel that they are in the loop and keep them informed. It is important to always start with an introduction and let the customer know who is behind the product update email. In most cases, you should explain how the product helps customers.

Why should you send product update emails?

Product update emails help you: – Get new testimonials – Increase conversions from trials to paid accounts – Enhance your credibility – Increase your customer retention – Improve your product’s reputation – Get more traffic to your website – Attract new customers by making you look more professional – Get more shares and retweets and thus more traffic from social networks – Get more sales.

What's the ideal length of a product update email?

An update email should not exceed 2 paragraphs but should include a clear reason for the update, like a new feature, release, or bug fix.

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