Regular product update emails form the foundation of a SaaS company.
They give you a chance through product update emails and show your customers that you value their feedback and are working to make the product better. When done correctly, they can be a great way to boost growth by upgrading existing customers, decreasing churn, or converting potential customers.
In order to get the most out of your product update announcements
I recommend doing the following three things: For a SaaS company that is constantly improving the product, it is a good idea to keep a list of all notable updates so that customers and potential customers can see how far you’ve come. General announcements for important updates Personal updates to some specific customers. By publishing a changelog on your website, which is essentially a list of significant product changes, you can accomplish this. Keep in mind that you probably shouldn’t and shouldn’t have to include every update; Instead, focus on the most pressing issues.
You can also accomplish this by publishing every update on your company blog.
General announcements for major updates If you’ve made a change that should be known by all of your users, you should mention it in more places than just your changelog. Blog Social media In-app webinar Email Select channels from the list below based on the significance of the update. If you don’t think it’s important, you could mention it on your blog and other social media platforms. If it’s an important update, you might want to use all of the channels:
Individual updates for a select group of customers When a new feature that a select group of customers or users is interested in is released, send a personal message to let them know. The majority of businesses publish general announcements and keep a changelog;
To get started, figure out who is interested in the update and how important they are to them.
Who cares about your product’s update?
Typically, a new feature or update will only be of interest to a small number of customers or users. Examples of these groups include customers who have specifically requested it, particularly important users or strategic customers, potential customers for whom you would like to sign up, and stakeholders who are generally interested in your updates. Identifying these groups for your product and business is the first step.
What is the update’s significance to them?
Consider each group of customers who will be concerned about the update to your product’s importance. Do not confuse the importance of a new feature to your customers with the amount of time spent developing it. If the update isn’t really that important, you could combine the announcement with another update that is about to be released. Be careful not to send out irrelevant updates to your customers.
Which strategy is most efficient?
Email is your go-to method because you want these messages to be personal. If you want to automatically send personalized emails when you launch a feature that a customer specifically requested, use a tool like Convas. This is how our product update announcements work. Your customers will be thrilled by these updates!
If you live close to your customers, you could also text or call them.
Keep in mind that you are giving the recipient useful information that is relevant to them.
Now that your plan is in place, write the message and send it out. An example of a strategy for announcing a new feature might be this.
Regardless of how you share your product update, ensure that your message focuses on the benefit to customers. This is an excellent opportunity to interact directly with your customers. You can show them that they are valued and seen by focusing on them.
These seven tips can be used to create the best product update email. Naturally, not all email campaigns are the same. You want to write an excellent email about a product update, right? not just an email with product updates. What to do:
Identify the people you want to share information with. Your audience will decide what you share and how. Getting into technical details makes perfect sense if your recipients are developers; However, you might want to tone down your boasting about your code if they are social media marketers.
Example of a Product Update Email
Informs developers about its API, but the photographer community probably would not find this information useful or interesting.
When dealing with multiple user segments, divide and conquer is a wise strategy. Particularly, employ segmentation. Then, come up with specific messages that are specific to the needs and preferred tone of each group. The individual with whom you are speaking will also determine the recipient of the email: Which sender is superior, the CEO or the Head of Marketing?
Focus on the benefits your customer receives I already mentioned this, but it bears repeating: Your message should focus on the benefits for the end user. The most important thing is to convey the value of recent product updates. Providing a customer-centric experience will ensure that you focus on the benefits,” Best asserts.
An example of a product update email can be found at Dovetail Source. Dovetail doesn’t just say that they now offer video highlights. They talk about particular use cases, also known as user research stories, and what they will do for the community (inspire team action and bring insights to life).
Have you made it easier for your customers to use your product to good effect since the update? Will the update help them save money, time, or both? Will the update allow them to enter new markets or increase revenue in some way?
You will be fine if you emphasize the reason.
Keep it short, to the point, and straightforward. When possible, emails regarding product updates ought to be shorter and more specific.
Personal essays that look like they belong on a recipe blog are not welcome; We only need the concrete details. Because your target audience may only have a few seconds to absorb your message, optimize for clarity without sacrificing the tone or personality of your brand.
Tattly is carrying it out. Product images and concise email copy convey a brief description of the new product. I’ll come to that.
Example of a Product Update Email from Tattly Source Naturally, coordinating the perspectives of various company stakeholders can make it difficult to streamline go-to-market messaging: the product designers and engineers, in addition to the marketing, sales, and customer success teams.
“The winning approach is solid collaboration between all the teams and keeping the needs of the customer in mind,” Best asserts.
…but also keep it light and fun. A good product update should be light, fun, and easy to understand. Visuals can be a useful tool for quickly conveying a concept or mood and adding a little humor to your important update at the same time.
Drive user engagement and really showcase the value of the updates.
This Glitch email’s colors and graphics are so entertaining. So fun!
Source of the Glitch. A Good Example of an Email for a Product Update: Make it Easy to Act A good email for a product update does more than just inform; It also captivates readers. You could conclude with a persuasive call to action (CTA) or, even better, incorporate an action directly into the email using AMP for Email.
Users are able to fill out a form or submit a review of a product using an innovative Google technology known as AMP for Email right from their email inbox. It is not necessary to direct prospects to a landing page. With AMP emails, engagement and conversion rates can increase by up to 500 percent by eliminating unnecessary clicks. Really!)
Dyspatch lets you play around with a wide range of pre-coded, interactive email applications. A financial institution might, for instance, include a live calculator in order to demonstrate a brand-new savings plan.
Even if you have the best copywriting and the most compelling action item, write a compelling email subject line. You won’t get very far if users don’t open the email.
Give your email some love in the subject line.
Highlight benefits or gently pique interest in the subject line. Subject lines like “no one likes”. This kind of subject line is unpleasant to read. You haven’t been getting enough, according to Best (“The majority of people dislike a lack.)
She also advises being cautious when using humor. Even though a snarky subject line can get people’s attention and deliver on vanity metrics like open rate, if the joke doesn’t hit the mark, you might end up alienating your users.
Best advises that we all have a different benchmark for what’s funny” and that “it’s hard to strike the right balance with everyone.
Consistent use of product update emails is recommended
Not only do they keep your brand in people’s minds and inboxes, but they also show that you care about user feedback with regular updates. In the end, customers want to know that you will continue to invest in their success and your product.
“Sharing recent bug fixes and minor improvements helps your customer base know that you continue to improve your service or platform,” Best asserts. It is changing with the times and not staying the same.
