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Matt Hodges
Head of Marketing, Confluence at Atlassian November 1

I can’t think of any one example I have received recently, but here’s my advice on what I think makes a good feature launch email:


  • It’s thoughtfully targeted and relevant: A poorly targeted email is about as effective as a love letter addressed “To whom it may concern” (credit: Des Traynor). It frustrates me when I get emails about a new Android app, or update to an Android app, when a business should know I use their product exclusively on iOS. Make sure your audience can, and would be compelled to, take action on the news you are sharing.
  • It’s clear, concise, and to the point: A great email should do three things to pique just enough interest and motivate action: tell you what’s new, show you what’s new, and tell you why you would want to use it (not how it works)

There are some great tips in this post, How to send good email – opens, clicks, conversions ( and our newly published book, Intercom on Customer Engagement (


Additionally, if you're not sure what you should announce and how, check out my post on the Inside Intercom blog, Prioritizing product announcements in a SaaS world (

Harsha Kalapala
Vice President Product Marketing at AlertMedia | Formerly TrustRadius, Levelset, WalmartMarch 22

Some of the best performing product launch emails I have seen have the following elements:

  • Cuts to the chase - Skip the prologue and get to the point within the first couple of lines. And then add in the necessary context.
  • Human - Write like you talk. Avoid jargon and be believable.
  • Provoking - Human emotion is the most powerful driver of action. If you can tap into the emotional pains and benefits for your audience, you hit gold.
  • Helpful - Offer something of value in the email. An insight, or a promise.
  • Clear CTA - Offer one action item and make it low lift

Note that I didn’t say “short”. I do think we should remove unnecessary words, but the goal of the email is to be understood and to prompt action. Engaging messages always win over short messages.

Pat Ma
Senior Product Marketing Manager at Guidewire Software November 4

On the B2C side, check out

This is a visual library of really good emails sorted by industry and category. I think B2B marketers can learn a lot about email from their B2C counterparts by making their emails visual, attention grabbing, with clear calls to action.