Most SaaS product update emails are yawn-inducing. You know the ones:
“We’ve made some improvements to our platform. Click here to learn more.”
That’s it. No excitement. No clarity. No reason to care.
I used to write those emails too — short, vague, and written like a developer trying to sound “marketing-ish.” But once I started treating product updates like mini-launches and talking to users like actual humans? Engagement shot up. People started replying. They clicked. Some even said “thank you.”
If you’re running a SaaS business and want to write product update emails people actually want to read, here’s the playbook I wish I had earlier.
Step 1: Start With a Hook, Not Just “We Updated Something”
Don’t just announce a feature. Lead with why it matters.
Instead of:
“We’ve added a new analytics dashboard.”
Try:
“Track your results 10x faster with our new analytics dashboard!”
Use a subject line that sparks curiosity or outcome, like:
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“New Feature: Save Hours With Smarter Scheduling”
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“Big Update: The Report Builder You’ve Been Waiting For”
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“Say Goodbye to Manual Tracking (Seriously)”
Remember: users care about benefits, not release notes.
Step 2: Explain What’s New, But Keep It Clear and Visual
Break it down. Bullet points work. So do screenshots, GIFs, and short demo videos.
Here’s a structure that works:
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What’s the new feature or update?
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What problem does it solve?
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What’s the benefit to the user?
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How do they start using it?
Example:
What’s new: You can now duplicate entire campaign workflows.
Why it matters: No more rebuilding sequences from scratch.
How to use it: Just click “Duplicate” in your campaign menu — done.
Skip the jargon. If you need to explain something in detail, link to your changelog or help doc — but keep the email simple.
Step 3: Use Tone That Matches Your Brand (And Sounds Like a Person)
If your brand is casual, speak casually. If it’s technical, be crisp but not robotic.
Bad:
“Version 3.4.1 of the dashboard includes UI refinements and optimization of the backend stack.”
Better:
“We gave the dashboard a makeover — faster, cleaner, and way easier on the eyes.”
You’re not writing a press release. You’re helping a busy user understand what’s new and why they should care.
Step 4: Give Them Something to Click (or Do)
Always include a CTA — even if it’s just to try the new feature. Good options:
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“See the new dashboard”
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“Try it now”
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“Watch the 1-minute demo”
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“Read the full release notes”
If the update is optional, offer a reason to try it early:
“Want early access? Click here to enable it on your account.”
You’d be surprised how many users miss updates just because no one told them what to do next.
Step 5: Segment (If Possible)
Power users and newbies don’t care about the same things.
If you can, send updates based on:
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Feature usage (e.g., only send “Team Collaboration Updates” to users on multi-seat plans)
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Plan type (free users vs paid)
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User behavior (have they used this feature before?)
Even simple segmentation makes your emails feel way more relevant.
Step 6: Collect Feedback, Keep It Conversational
Product update emails are a goldmine for user feedback if you make it easy to respond.
Add a quick ask at the end:
“Have thoughts? Hit reply, we’re all ears.”
“Is this useful? Tell us what you think.”
“Want to help shape the next version? Join our feedback group.”
Even if only 5% reply, that’s insight most companies never get.
Bonus Tip: Turn It Into a Micro-Moment
Sometimes I add a fun touch — like:
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A GIF showing the update in action
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A before/after screenshot
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A short video from the product team
These small things make the update feel more like an event — not just a quiet release into the void.
Example Template (Feel Free to Steal)
Subject Line: You asked, we delivered — [Feature Name] is here!
Header:
Big news! We just rolled out [Feature Name] — and it’s going to [benefit].
Body:
Say goodbye to [pain point]. With this new update, you can:
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✅ [Benefit #1]
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✅ [Benefit #2]
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✅ [Benefit #3]
Start using it today — no setup required. Just click below and try it out.
CTA Button: Try the New Feature
PS: Got thoughts? Just reply to this email. We’d love to hear how you’re using it.
Final Thoughts: Make Product Updates a Growth Channel
Most SaaS companies treat product updates like housekeeping. But if you frame them the right way — with real benefits, solid storytelling, and a human voice. they actually become a growth tool.
Good product update emails:
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Improve feature adoption
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Reduce churn
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Drive upsells (if framed right)
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Build trust and transparency with users
So stop hiding your updates in a changelog nobody reads. Announce them like you’re proud of them. Because if you built it right? Your users will be excited too.
