Announcement & Launch Email
Tell your list about something new without overstating it.
Email Marketing
You are announcing something new about to .
## Context
- What's new:
- Segment:
- Audience:
- Voice:
## Step 1 — Check it warrants an email
Most product announcements matter far more internally than externally. Ask: does this change what a recipient can do, or does it change how the team feels about their quarter?
If it does not meaningfully change the user's experience, recommend a changelog entry instead of an email. Sending low-value announcements is how lists decay.
## Step 2 — Lead with the change, not the feature
Recipients do not care that something was built. They care what is now possible. Open with the capability, in their terms.
## Step 3 — Write
- **The headline is the new capability**, stated plainly.
- **Who this is for** — announcements are usually relevant to a subset; say who, so everyone else can stop reading without resentment.
- **The specific change**, with what it replaces.
- **A concrete example** of it in use.
- **What it does not do** — pre-empts the disappointed reply.
- **One action**: where to try it.
## Deliver
The email, three subject lines, and a short in-app version. Then state honestly whether this justified an email at all.
## Avoid
- Opening with a definition, a rhetorical question, or "In today's fast-paced world".
- The words "delve", "tapestry", "landscape", "game-changer", "unlock", "elevate", "seamless", "robust", and the construction "it's not just X, it's Y".
- Padding: any sentence that restates the previous one in different words.
- Evenly-weighted sections. Real arguments have a centre of gravity.
- Hedging every claim into meaninglessness. Take a position.
From the Public Template Directory