Unveiling a new product or feature is like setting off fireworks of anticipation and enthusiasm.
Product announcements are a great way to generate excitement and buzz about your new product, but they’re only effective if they’re done correctly.
But how do you make an announcement? At its core, a great product announcement tells the right people, through the right channels, at the right time — with a clear message that makes them want to take action. Whether you’re launching a new product, shipping a key feature update, or rolling out a beta program, this guide gives you the templates, examples, and strategy you need to do it well.
Learn how to make an announcement that draws your audience in, the best places to make your announcements, and the best practices to use. Whether you’re just starting out or you’re a seasoned professional, our tips will help you make your next product announcement a hit.
What Is a Product Announcement?
A product announcement is a formal communication that introduces something new — a product, feature, update, or change — to your customers, users, or the public. It can take many forms: an email to your subscriber list, an in-app notification, a social media post, a press release, or a combination of all of these.
The best product announcements do more than just inform. They create anticipation, explain the value of what’s new, and guide users toward taking a specific action — whether that’s upgrading their plan, trying a new feature, or simply staying informed. A poorly timed or poorly crafted announcement can create confusion, drive churn, or simply get ignored.
How Do You Write a Product Announcement?
Writing an effective product announcement comes down to five elements: a clear subject or headline, a compelling opening sentence, a concise explanation of what’s new and why it matters, a specific call to action, and the right timing. Before you write a single word, ask yourself: Who is this for? What do I want them to do? Why should they care right now?
With those questions answered, the writing becomes much easier. Start with the user benefit — not the technical feature. “You can now export reports in one click” lands better than “We’ve added a new CSV export endpoint.” Then give just enough context to be credible, and close with a clear next step. The sections below walk through the full process.
Types of Product Announcements
Not all product announcements are the same. The type of announcement you’re making should shape everything from your tone and timing to which channels you use. Here are the six most common types:
- New product launch: The biggest announcement type. A brand new product hitting the market for the first time. Requires a multi-channel campaign with a pre-launch buildup, launch-day push, and post-launch follow-up.
- New feature announcement: A significant new capability added to an existing product. Usually sent to existing users. Focus on the user benefit and how to get started.
- Beta launch: Inviting a select group of users to test something before it goes public. Creates exclusivity and early feedback loops. Requires clear expectations around bugs and feedback channels.
- Price change: Announcing pricing updates — increases, new tiers, or grandfathering clauses. Lead with the value being delivered, be transparent about the change, and give plenty of notice.
- Partnership or integration announcement: Announcing a new integration, partner, or ecosystem addition. Great for co-marketing reach — both parties can promote to their audiences.
- Deprecation or sunset: Letting users know a feature or product is being retired. Lead with empathy, provide a migration path, and give a clear timeline.
Making New Product Announcements: Beyond Putting Pen To Paper
Product announcements are a simple but effective way to introduce new products or changes to a current product to a market. Typically, they detail new features, pricing, benefits, availability, and bug fixes. However, creating an effective product announcement goes beyond putting pen to paper. Like many other things, presentation matters when you make a product announcement. Announcing what’s new isn’t enough to do the job — how you convey your product announcement is essential.
When done successfully, a product announcement should generate excitement and anticipation among customers, showcase new features and innovations, increase customer engagement, drive sales, position your company as a leader in the industry, and attract new customers.
AnnounceKit helps companies create and communicate effective product announcements to increase feature adoption, build customer trust, and more. Book a demo today to see how AnnounceKit can help.
When To Announce Product Updates
Constantly sending new product announcements or updates to your customers can quickly get annoying, so planning when (and how) to announce product updates can aid in their success. Consider the impact of the update (major features warrant wider announcements; minor fixes can wait), who your user base is (stagger for large audiences), and how frequently you ship (use a periodic “What’s New” section for frequent updates).
Product Announcement Email Templates (Copy-Paste Ready)
The most effective product announcements provide copy-paste email templates — not just strategy. Here are three fully written templates you can adapt for your own launches.
Template 1: Pre-Launch Announcement Email
Send this 1–2 weeks before your launch date to build anticipation and capture early interest.
Subject line: Something big is coming — [Product/Feature Name] launches [Date]
Hi [First Name],
We’ve been working on something we think you’re going to love — and it’s almost ready.
On [Launch Date], we’re launching [Feature/Product Name]. It’s designed to help you [core user benefit — e.g., “cut your reporting time in half”].
Here’s a quick peek at what’s coming:
- [Key benefit 1]
- [Key benefit 2]
- [Key benefit 3]
We’ll send you everything you need on launch day. In the meantime, [optional CTA: join our waitlist / reply with questions / check out the preview].
Talk soon,
[Your name] | [Company]
Template 2: Launch Day Announcement Email
Send this on the day of launch. Keep it punchy, lead with the benefit, and make the CTA impossible to miss.
Subject line: [Feature/Product Name] is live — here’s how to get started
Hi [First Name],
It’s here. [Feature/Product Name] is officially live and available to you right now.
[Feature/Product Name] lets you [primary user benefit]. Instead of [old way / pain point], you can now [new capability in plain language].
To get started: (1) [Step 1] (2) [Step 2] (3) [Step 3 — optional]
[Primary CTA: Try [Feature Name] Now]
Have questions? Hit reply or check out our [help doc / walkthrough video].
[Your name] | [Company]
Template 3: New Feature Announcement Email
For shipping incremental improvements to existing products. Works best when framed around a specific user pain point your update solves.
Subject line: We fixed [pain point] — [Feature Name] is now available
Hi [First Name],
We heard you. A lot of you told us that [specific pain point or friction area]. So we built something to fix it.
Introducing [Feature Name] — [one sentence description of what it does and why it matters].
- [Sub-feature 1]: [Brief explanation]
- [Sub-feature 2]: [Brief explanation]
- [Sub-feature 3]: [Brief explanation]
[Feature Name] is available to all [plan name] users starting today. As always, let us know what you think.
[Your name] | [Company]
Product Announcement Email Subject Lines
Your subject line determines whether your announcement gets opened or ignored. Here are subject line formats that consistently perform well, organized by announcement type:
For new product launches: “[Product Name] is here — try it free today” | “Introducing [Product Name]: [Core benefit in 5 words]” | “We just launched something you’ve been asking for”
For new feature announcements: “New: [Feature Name] — [what it does for users]” | “You asked for [pain point]. We built [Feature Name].” | “[Feature Name] is live — here’s how to get started”
For beta launches: “You’re invited: early access to [Feature Name]” | “Be the first to try [Feature Name] — limited spots available”
For SaaS products: “How [Feature Name] saves teams [X hours/week]” | “Your [workflow] just got a lot easier — meet [Feature Name]”
Pro tip: A/B test your subject lines whenever possible. Even a small improvement in open rate — say, from 22% to 26% — compounds significantly across your entire subscriber list.
8 Tips for Creating Effective Product Announcements Your Audience Will Want to Read
#1: Segment Your Audience
When it comes to announcements, one size does not fit all. Your website or application may cater to different audiences, so you shouldn’t send the same exact product announcement to everyone, right?
Think about if Amazon started displaying notifications and updates around kitchenware to a set of consumers who are solely interested in buying sportswear. They’re probably going to start ignoring any notifications from Amazon. Similarly, your product might have a varied catalog, and understanding your audience will help you determine the right set of users around which your new product announcement should revolve. You should divide your audience into small groups based on their information and do audience profiling and segmentation to write interesting announcements and increase the chances of capturing their attention and driving action.
Once that’s complete, you can pitch your product announcements accordingly based on interests. Tailor-made product announcements sent to the right audience can lead to better engagement. Know your audience, and target that audience.
#2: Define Your Goal
Successful product announcements have clear goals around them. What is it you aim to achieve? Maybe you want to re-engage disengaged users, drive overall product adoption, encourage users to upgrade their accounts, boost product awareness, bring in new customers, or get users to adopt the feature.
With clear goals in place, planning your announcement and positioning it for success becomes easier. We recommend using the SMART goal-setting framework to create goals that are specific, measurable, achievable, relevant, and time-bound. For example, a SMART goal for a product announcement could be to generate 100 qualified leads through an email marketing campaign within two weeks of the announcement.
#3: Be Clear and Concise
Keep your messages brief and purposeful. Explain the core information and message you want to deliver to your audience. In other words, get straight to the point. An average reader only spends about 15 seconds on a web page. This means the moment you have your user’s attention over the product announcement, the 15-second countdown begins. If you waste this time narrating something evident to them, most users will bounce away before they get to the new feature announcement.
Make sure you present a concise introduction that builds up the user’s interest and compels them to read more. For example, “We are up with a new third-party integration to fast-track your workflows.” Don’t be “salesy” with your intro — build up the reader’s interest first. Once they’re inclined to read the product update further and find its value, the sale may automatically kick in.
#4: Find the Best Tone of Voice for Your Audience
After you divide your audience into different groups, decide which tone of voice is right for each one. Of course, you want to try and keep your brand’s voice as much as possible, but also consider the voice types they might enjoy the most: Cheerful, Casual, Conversational, or Conservative.
#5: Highlight Key Details
Utilize bold letters to highlight the most important keywords. Even though it seems simple, using bold text to make important information stand out is one of the easiest ways to grab the attention of your audience while they’re skimming your product announcement.
#6: Use Varied Writing Styles To Enhance Engagement
Rather than going on and on in one big paragraph saying all that you have to say about your product, break your content into shorter paragraphs and utilize headers to make your announcement easier to read. You can also include bullet points and numbered lists to hit key points.
Typeform effectively used both bold font and a bulleted list to clearly identify some key changes that were made when they announced their new AI-powered features and workflows.
#7: Include Trending Memes and GIFs
Memes and GIFs are alternative communication methods that catch a reader’s attention. People not only find them engaging and relatable, but they help highlight the interest of a specific audience. Remember the 15-second rule? Rich media is another way to improve user engagement — by incorporating images, videos, and GIFs, you can showcase your product UI so customers can quickly see where and how their new features fit into your existing product.
#8: Collect and Evaluate User Feedback
After you publish your announcement to your audience, always ask for feedback. Every product-first company values the importance of customer feedback. Encourage your users to share their feedback about the new product announcement by asking for opinions in a way that’ll help you better understand your target audience. Even a note as simple as “We hope you liked our recent additions to our platform. Let us know in the comments what you liked and where you feel we could have done better” can help you get the feedback you’re looking for.
AnnounceKit offers a customer feedback tool that makes it easy for you to manage all of your feedback in one place — collect timely feedback, identify opportunities for improvement, prioritize product updates, and more.
Multi-Channel Announcement Strategy: Go Beyond Email
Email is essential, but the most effective product announcements don’t stop there. The companies with the highest feature adoption rates treat announcements as multi-channel campaigns — meeting users wherever they are, at the moment they’re most receptive.
In-app announcements are uniquely powerful because they reach users at the exact moment they’re using your product. An in-app banner or widget that says “New: Export to CSV — try it now” is far more likely to drive immediate adoption than an email that gets opened three days later. Tools like AnnounceKit let you target in-app announcements to specific user segments — so power users see advanced feature announcements while newer users see onboarding-focused messages.
Push notifications reach all users, including those who haven’t logged in recently. They’re ideal for time-sensitive announcements — a price change deadline, a beta access window closing, or a major launch. Keep push notifications short (under 100 characters) and lead with the benefit, not the feature name.
Social media extends your reach beyond existing users and helps drive new acquisition. LinkedIn works best for B2B SaaS announcements targeting product managers and operators. Twitter/X is better for developer tools and consumer apps. Short video clips or product demo GIFs tend to outperform static images for launch posts.
A “What’s New” changelog page is the most underrated announcement channel. It’s always-on, discoverable via search, and creates a permanent record of your product’s evolution. Users who visit your pricing or feature pages often check the changelog to see how actively you’re shipping. An easily accessible “What’s New” button on your homepage ensures users never miss an update — from minor bug fixes to major feature releases.
Unique Ideas for Making Product Announcements That Will Capture Your Audience’s Attention
If you feel your product announcement requires a bit more “oomph” and a little more pizazz, you can utilize some of these best practices to ensure its success.
Use Modals
Bigger product updates can benefit from modals to grab users’ attention by taking up space in the middle of the screen. Although they may seem annoying to some, their size makes them ideal for expansive and important product announcements. Users can easily click out of them to get back to what they were doing.
Notion effectively uses a feature announcement modal to offer a brief overview of what’s new, along with a simple call-to-action to try the feature out immediately. The modal is customized to the type of workspace the user is using so that users only see announcements that are relevant to them.
Host Webinars for Big Product Releases
Other big announcements might require something more in-depth than a modal. For announcements and updates that change so much of how your product works or that can cause friction and uncertainty for your users, a webinar might be ideal. Your users can see the update working in detail, ask follow-up questions, and make the most of the new features.
Use Micro-Videos In the Release To Drive Engagement
Including visual elements beyond memes and GIFs, like micro-videos, helps capture your audience’s attention and memorably communicate the necessary information. Remember, lengthy blocks of text can quickly become boring to read, but a quick tutorial on how to get started is helpful and drives adoption.
Include Interactive Walkthroughs
If your announcement is too complex for a short explainer video, users may benefit from a more detailed walkthrough that shows them exactly how the feature works. Walkthroughs are interactive, creating a useful learning experience that builds user knowledge and drives adoption.
Include a “What’s New” Button
An easily accessible “What’s New” button is the easiest way to ensure your users never miss an update announcement. This page should capture everything from small bug fixes to improvements, new features, and more. You can articulate benefits, explain how to best utilize the feature, and more. Remember to make this page visible and appealing — don’t hide it away on your website.
Frequently Asked Questions About Product Announcements
How do you announce a new product?
Announcing a new product effectively involves four steps: build anticipation with a pre-launch teaser 1–2 weeks before launch, send a launch-day email with a clear CTA, follow up with in-app announcements for existing users, and document the launch in your public changelog. Start with your email list and in-app users first — these are the people most likely to convert — then expand to social and PR for broader awareness.
How do you announce a new feature to existing users?
The most effective way to announce a new feature to existing users is through a combination of a targeted email (sent only to users who would benefit from the feature) and an in-app announcement triggered when those users next log in. Lead with the problem the feature solves, not the feature name itself. Keep the email short, include one clear CTA, and link to a help doc or video for users who want to dive deeper.
What should a product announcement email include?
A strong product announcement email should include: a compelling subject line that promises value, a personalized greeting, a one-sentence summary of what’s new and why it matters, 2–3 key benefits or use cases, a single primary CTA button, and optional secondary content such as help docs, a tutorial video, or a feedback link. Avoid trying to say everything in one email — pick the single most important message and build around that.
How far in advance should you announce a product launch?
For a major product launch, start building awareness 4–6 weeks out with teaser content and waitlist sign-ups. Send a formal pre-launch email 1–2 weeks before the launch date. On launch day, send your main announcement email. Follow up 1–2 weeks post-launch with a check-in message to drive adoption among users who haven’t yet tried the new feature. For smaller feature updates, a 1-week pre-announcement is usually sufficient.
What is the difference between a product announcement and a press release?
A product announcement is a direct communication to your users or customers — typically via email, in-app, or social — telling them about something new. A press release is a formal statement sent to journalists and media outlets to generate news coverage. For most SaaS launches, you’ll want both: a press release for media pickup, and a separate user-facing announcement that’s more conversational and focused on user benefit.
What tools can I use to manage product announcements?
The most common tools for product announcements include email platforms (Mailchimp, Customer.io) for user campaigns; AnnounceKit for in-app announcements, changelog management, and user segmentation; social media scheduling tools (Buffer, Hootsuite) for social posts; and press release distribution services if you’re targeting media coverage. AnnounceKit lets you manage all your in-app and changelog announcements in one place, with segmentation, feedback collection, and analytics built in.
Use AnnounceKit To Create Powerful and Effective Product Announcements for Your Company
When businesses take the time to craft interesting and effective announcements, they can introduce their new features and products in a way that maximizes their success. AnnounceKit makes customer experience management simple with a handful of robust tools and features available to streamline announcements and communication and help to captivate your audience effectively, including ways to announce product updates, gather customer feedback, segment audiences, publish release notes, gather and assess customer analytics, and more.
Embrace the power of AnnounceKit today and watch your company’s announcements shine.
