Key Takeaways
- Subject lines matter most—be specific & exciting
- Use bullets & visuals for user-facing changes
- Include one CTA (button!) for each major change
- Make it clear how to get help or share feedback
- Batch launches for focus—don’t overload
Introduction
Product updates should be an opportunity to excite users—not lost in the chaos of their inbox. But let’s face it: most “What’s New” emails are ignored, deleted, or land straight in spam.
The result? Your team ships valuable features, but adoption lags and support tickets pile up with questions you’ve already answered.
You’re not alone. 70% of SaaS founders say their update emails underperform (<30% open rates) and only 18% of users ever click through to try something new (Baremetrics, 2024).
The good news: there’s a science (and a template) for emails that actually get read and drive action.
In this guide, you’ll get:
- A proven, copy-paste product update email template
- Real-world examples from SimpleDirect and our customers
- Checklist for higher open/click rates
- Mistakes to avoid
Why Product Update Emails Matter
For Product Managers, Founders, and Customer Support leads:
- Users can’t adopt what they never see
- Features you “ship” don’t matter until they’re used
- Every missed announcement means support tickets, churn, and lost trust
A single effective product update email can:
- Boost feature adoption by 2-4x (SimpleDirect customer data)
- Cut support tickets by up to 30% on new features
- Re-engage dormant accounts (“Oh, that’s finally live?!”)
On the flip side, a bad email = wasted engineering cycles, missed revenue, and user confusion.
The 5-Step Product Update Email System
1. Craft a Magnetic Subject Line
Your subject line does 90% of the work.
Don’t bury the good stuff!
- Bad: “Product Update – June 2025”
- Good: “🚀 Fast Login + New Integrations – Here’s What’s New!”
- Best: “[Feature Benefit] is HERE: Try advanced search & 2x faster onboarding 🚀”
Aim for 45–55 characters.
Bonus: Use one emoji to stand out, but not more.
2. Personalize the Introduction
Greet the reader by name (if possible). One line to set the context.
Example:
“Hey [First Name],
We love building features you actually use. Here’s what’s improved this month!”
3. Highlight User-Facing Changes (Bullets + Visuals)
Keep it skimmable, not overwhelming.
Example:
TEXT🚀 New: Google Login—Sign in with one click
⚡ Faster onboarding—Guided tours for new users
🤖 More integrations—Connect with Slack + Notion
🐞 Fixed: No more missing notifications in Firefox
- Short bullets
- 1 Screenshot/GIF: Show the primary update visually
- Bold or color for keywords
4. Tell Users How to Try It (CTA)
End every section with a clear call to action.
Examples:
- “Try Google Login now”
- “See a quick demo (1 min)”
- “Give feedback—let us know how this works for you!”
CTA button (not just a link) lifts click-through rates by 18% (SimpleDirect testing, 2024).
5. Close With Support & Feedback Options
Encourage replies and show you care.
Example:
“Questions, problems, or ideas? Just hit reply—we read every message!”
Add links to help docs or feature pages as needed.
The Winning Product Update Email Template
Plug this into your next campaign (and tweak for your brand).
Subject:
🚀 [Biggest Benefit]: Try [Feature] + [Secondary Change]
Email Body:
TEXTHi [First Name],
We’ve shipped new features to help you [achieve outcome/fix pain point]. Here’s what’s new in [Your Product]:
🚀 New: [Feature 1] — [Benefit in 1 line]
[Add a screenshot or GIF!]
⚡ Improved: [Feature 2] — [How it’s better/faster]
🐞 Fixed: [Bug or improvement, in plain language]
👉 [Primary CTA Button]: Try [Feature] Now
---
We’re always building with your feedback.
Questions? Reply to this email—we’re here.
Cheers,
[Your Team/Name]
Optional:
- Link to full changelog
- “What’s next” teaser
- Social/community invite
Real Example: [AcmeApp] Doubled Click-Through With Simpler Emails
- Before: “Dear users, we’ve published our monthly release notes… [huge block of text]”
- 17% open rate, 3% CTR
- After Using Template: Bullets, bolding, one clear CTA, screenshot of new dashboard.
- 39% open rate
- 11% click-through
- 28% fewer support tickets
What didn’t work: Announcing 7+ changes at once. Keep batches small for higher impact.
How to Get Started (and What to Avoid)
Quick Win:
- Start with last launch’s email.
- Rewrite subject & bullets using the above template.
- Add a GIF or product screenshot.
Common Mistakes to Avoid:
- Subject lines that scream “generic update”
- Walls of text (no one reads)
- No clear CTA (“What should I do?”)
- Technical jargon/internal ticket numbers
