What is the point of your eureka moment if your users are not able to experience it? Think about it this way: you solve a major gap in your product, do exactly what your users need, but the moment you tell them about it, you mess up!
The result? Another deleted email, all your efforts are going down the drain, and the investment you made for the upgrade? Just another spam notification for your users.
You don’t want that for your product; no one does. But the good news in all this is that it is easily fixable. All you have to do is understand how to write product update emails.
Read along as we break this down for you in simple, easy sections. Don’t worry, it is not another generic guide that leads you nowhere. Just a few tried and tested methods over the years, which have made all the difference. 😎
What Is A Product Update Email (and what it’s NOT)
Before we begin, let us get our basics right. Not every change you made in your product is an upgrade or requires an email. Secondly, it is completely different from a newsletter. (Keep a note that this is where most businesses mess up in their strategy.)
For this blog, let us assume that you have built this new photo editing tool that comes with film noir filters. Now, in the upgrade, you have added a new option that helps remove objects from the background as well.
- This is not a simple tweak in the user interface, but a new feature that does more.
- An update like this affects your users directly and, in turn, shapes their user experience.
- In this example, a change like this is exciting because if you are into social media, you will know how critical background image removal is. In other words, it makes your tool more handy and equipped for users.
So, a simple “we’re excited” with a confetti cannon will not suffice. This is where your product update email writing skills come into play. But before that, do remember it is not an entire update of your operations.
- A Product update email is not a Newsletter: Newsletters are an overall assessment of what is going on in your company.
- It is also not a Release Note: A Release note is when you publish all the technical aspects of the changes or fixes you made in your product.
✅ Newsletter: “Here’s what’s going on. Read if you want.” ( To engage users)
✅ Release Note: “v2.4.1” (To document changes)
– Fixed export timeout issue
– Improved filtering performance
This is how the Holy Trinity works:
🚨Send release notes as emails → users will ignore them
🚨Hide important updates in newsletters → most users will scroll past
🚨Overuse product update emails → the excitement fades, and users don’t trust them.
Now that you know the basic difference and how to deliver that difference to your users, let us dive in.
How to Write Product Update Emails: The Tried And Tested Way
The moment you understand the purpose of a product update email, every other thing will fall in place. Think about it as “hey, this is what is new, which fixes a problem you had ”. In other words, to be honest, an update email is less about your product and more about what the user missed out on. The limelight is on the user's intent, not the feature you have just added.
The One Rule That Decides Whether a Product Update Email Works or Fails
You might think that a product update is all about announcing a change, but it is not limited to that. It is about driving the users to accept the change or adapt to it. Let us go back to our example of the new background feature.
If no user actually uses the new background object removal feature, the email and overall update have actually failed. It won’t matter then how many users have opened the email or how excited they were about it.
In other words, it is an interdependent relationship that collapses without the other:
→ When you write the email, it is about the intent of the user > When it is being sent, it is about how the user needs to acknowledge the update. These two aspects tackle one another and ensure that the new update is a success.
Before You Write: 5 Questions, Every Product Update Email Must Answer
The easiest way to hack this is by having a quick checklist that ensures that you are aligned with the basics of a product update email. Or, in other words, having a quick perspective of things when you tell your users that “Hey, I have got something added for you.”
Who is this update actually for?
Going back to our example, not everyone using your photo editing app might need a background remover. Therefore, the email should specifically talk and address the users who struggle with their picture’s background.
Always remember that in today’s time, relevance is the foundation for trust.
What problem does this update solve (in the user’s words)?
You think anyone is going to read your email if you start it with “We added background object detection!" The only reaction your users are going to have is "Who cares? Please do not spam my inbox." But, now think about it this way: what if you write: remove any object, big or small, from your picture with a click.
Everyone who clicks pictures for social media or prefers photography and is not a professional, in general, will surely be intrigued.
What moment would make the user say, “Oh, that’s better”?
This is where you explain the update to your users and help them understand how it is a much-needed upgrade. For example, earlier, your users had to rely on other tools to remove the background in their pictures. Yes, it worked, but it was also time-consuming and, well, frustrating.
But now, with the new object removal feature, the moment they upload a photo, select the object, and watch it disappear in seconds. That is their "oh, that’s better" moment.
What do you want the user to do right now?
Explain in simpler terms what the ideal thing is for the user to do at the moment. There is no need for multiple CTAs, as it can be confusing. All you need to do is tell them to use the new feature and see how it makes all the difference.
How will you know this email worked?
You need to keep repeating this to yourself each time you write a product update email. Opening of the email is important, true, but your ultimate win lies in adaptability. How quickly and easily your users accept and appreciate the upgrade and incorporate the change.
How to Write Product Update Emails: The Structure That Actually Works
Once you have answered the five questions above, the writing becomes far more organized. At this point, you are no longer guessing what to say. With product update emails, it is not about visuals or design. But a defined structure that does all the work.
The Subject Line
Begin right away and tell your users what changed for them. In other words, it should answer the question“ Why should I open this right now?” directly.
➡️ Therefore, instead of using the same old tactics of new, exciting, and other same old words, be upfront and direct. Along with that, instead of focusing on the feature, focus on the outcome. For example: “Remove unwanted objects from photos in one click.”
The Preview Text
Most businesses tend to underestimate the value of a preview text. It is your one shot at convincing your users that your email is worth opening. It is not the repetition of the subject line but a quick detail of the entire mail.
➡️ You can start with something as basic as “clean up your photos in seconds without switching tools.” Set the right tone from the very beginning and let your users know the purpose of the update.
The Opening Line
An email is like playing with fire; one wrong move, and you will be prosecuted with the spam prison. This is why your first line should be the exact detail, no hype, no fluff, just a clear explanation of why the email is important.
➡️ We noticed many users struggled with removing unwanted objects from photos and had to rely on multiple tools. But not anymore!
The Update Explained in One Breath
You do not have to explain your entire tool to your users in a product update email. This email is all and only about the changes that you have implemented in your setup.
➡️ You can now remove unwanted objects from your photos directly inside the editor. Simply select the object you want to remove and see how your new “Remove Background” feature fixes it up for you in seconds.
One Clear Call to Action
Every product update email should have one clear call to action, and that is to try the new feature. Simple nudges like “Try object removal”, “Edit a photo now”, and “See it in action” are all you need to establish your point.
➡️ Remove objects from your photo now.
| Do not forget, you can always rely on HumanizeAI.io to help refine your robotic email content. Go beyond a generic “We are thrilled to announce” message and write product update emails that sound natural, feel relevant, and gently guide users to adopt new features with a few clicks. |
Product Update Emails vs. Marketing Emails (Why It Matters)
Now, before we wrap this up, you need to understand one more thing: a Product Update email is not really a marketing email. It is surely an important aspect of marketing, but there is a difference.
❌ A marketing email is all about introduction, persuasion, conversion, and so on.
✅ However, a Product Update email is about adopting the new feature, asserting on the experience, and it is not based on urgency or offers.
❌ To put it in one simple line, marketing emails rely on hooks, CTAs, and campaigns.
✅ Product updates rely on clarity, updates, and a new user experience.
Final Thoughts: Product Updates That Users Actually Use
Think about it this way, product update emails are nothing but you telling your users,” Hey, I made things easier for you”. In other words, a good product update email respects the user’s time, speaks in a way they relate to, and guides them clearly toward using the new feature without pressure or noise.
The thing is, when you focus on clarity over experimentation, adaptation over email open rates, you crack the code. Always remember that a product update email succeeds only when the update becomes part of the user’s everyday workflow. Everything else is just noise.