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 (https://blog.intercom.com/email-101-opens-clicks-conversions) and our newly published book, Intercom on Customer Engagement (https://www.intercom.com/books/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 (https://blog.intercom.com/prioritizing-product-announcements-saas-world/).