Shipping a new feature is only half the job — the other half is making sure your users actually see it. That’s where a well-timed feature announcement email makes all the difference.
Done right, these kinds of updates boost engagement, build trust, and reinforce the habit of using your product — especially when they follow simple principles for announcing new features like clarity, timing, and user value.
In this post, I’m sharing 12 real examples of feature launch emails — the kind SaaS teams send to drive engagement without overwhelming the reader. Use them to spark action, guide upgrades, or just get your new thing in front of the right people.
Let’s get into it.
Contents
What is a New Feature Announcement Email for SaaS?
A new feature announcement email is a message that lets your users know about something new inside your product — whether it’s a big release or a small update.
These emails are your way of saying, “Hey, we’ve been building. Here’s what’s new — and why it matters.” They keep users engaged, show progress, and open the door for deeper product adoption. The best ones don’t just inform, they drive action.
Why Send New Feature Announcement Emails for Your SaaS?
The biggest reason? You want your users to actually use what you’ve built. If you don’t tell them, they won’t try it. And if they don’t try it, they won’t see the value.
- Get users to adopt new features faster
- Re-engage people who’ve gone quiet
- Show you’re actively improving the product
- Turn updates into upsell opportunities
- Build trust by being transparent and consistent
These emails aren’t just release notes. They’re tiny marketing moments that keep your users invested in your product’s journey.
When Should You Send New Feature Announcement Emails?
Send them when the feature is live and usable — or right before, if there’s early access. The goal is to catch people when the update is real, useful, and actionable.
- Right after the feature goes live
- When a specific user segment would benefit
- After a usage milestone (to unlock something new)
- As part of a monthly product update roundup
- When launching a limited beta or early access program
A well-timed email turns a new feature into a moment—one that gets users curious, clicking, and coming back.
Listed: 12 New Feature Announcement Email Templates for SaaS
1. Major Feature Launch – Big news, clear value
This is the kind of feature your users have been asking about in emails, tweeting about, or maybe even building hacky workarounds for. Now it’s finally ready — and this is the moment to make it feel like a win.
No fluff, no buzzwords. Just a clean explanation of what it is, what it unlocks, and how they can get started.
You want this email to land with energy — but without sounding like a marketing blast. Think of it like sending a quick note to a friend: “Hey, it’s live. It’s awesome. Go try it.”
Hey {firstName},
Big news — we just launched {featureName}, and it’s now available in your account.
You can now {benefit1}, {benefit2}, and {benefit3} — no hacks, no workarounds.
Check it out here 👉 {ctaLink}
As always, let us know what you think.
– {yourName}
Subject lines to try:
- Our most-requested feature is live
- Say hi to {featureName}
- New release: {featureName} is ready
- You asked. We built it.
- It’s finally here 🎉
Why it works: Big launch? Keep it tight. The excitement is in the clarity, not the hype.
2. Quiet but Useful – Understated, still valuable
Not every release needs a huge spotlight. Some updates are quiet fixes or quality-of-life improvements that make the product better without drawing much attention.
This type of email keeps users in the loop and reminds them you’re constantly improving things behind the scenes.
They build long-term trust, especially with power users who appreciate polish and attention to detail.
Hey {firstName},
We just rolled out an improvement to {featureArea} — nothing flashy, but it’ll save you time every day.
Now you can {smallChange} without extra clicks or confusion.
Give it a spin 👉 {ctaLink}
– {yourName}
Subject lines you can try:
- Small tweak, smoother workflow
- Minor update, major impact
- We just made your life easier
- It’s the little things…
- A quick update you’ll notice fast
Why it works: Keeps trust high by showing you’re always improving, even between big launches.
3. Feature for Power Users – Advanced use cases
Some features are too niche for a mass announcement — but that’s exactly why your power users will care.
These are the folks who love control, customization, and edge-case workflows. So you speak directly to them.
This kind of email should feel like a pro tip: “If you know, you know.” It helps you roll out advanced features without overwhelming newer users who don’t need them (yet).
Hey {firstName},
We’ve just added a new feature for teams who need extra control: {featureName}.
It’s built for advanced workflows — like {exampleUseCase1} or {exampleUseCase2}.
If that’s you, take a look 👉 {ctaLink}
– {yourName}
Subject line ideas:
- New: advanced settings for pros
- Power users, this one’s for you
- More control. More customization.
- {featureName} now available
- A smarter way to scale
Why it works: Feels exclusive, without being elitist. Speaks directly to experienced users without alienating others.
4. Early Access Invite – Limited preview
This one’s all about exclusivity. You’re not ready for a full public release yet, but you want to bring in your best users to test and shape the feature before it goes live.
The tone should be warm and a bit personal — like you’re handing them a backstage pass.
You’re not just giving early access — you’re building trust. It’s an invitation to co-create, not just consume. Bonus: these early users often turn into your most loyal advocates.
Hey {firstName},
We’re rolling out {featureName} to a small group of users before the public launch — and you’re on the list.
You’ll get early access to test it, give feedback, and shape what comes next.
Ready to try it? 👉 {ctaLink}
– {yourName}
Subject lines to test:
- Early access: {featureName}
- Try {featureName} before anyone else
- Beta testers wanted
- You’re invited: new feature preview
- Sneak peek just for you
Why it works: Turns testers into partners. People love being part of “what’s next.”
5. Feature for a Specific Role – Targeted release
Some features don’t apply to everyone — and that’s a good thing.
If you’ve just released something built for a specific user role (like marketers, product leads, or customer success teams), make sure the message speaks directly to them.
This approach helps you avoid feature fatigue while making that one user feel seen. It’s not a “global launch” — it’s for them. That clarity alone boosts adoption.
Hey {firstName},
If you use {productName} for marketing, this one’s for you.
We just launched {featureName} — built to help you {result} with less manual work.
Take a look 👉 {ctaLink}
– {yourName}
Other subject lines:
- New tools for product teams
- Calling all marketers…
- This new feature is for you
- Just launched: smarter {role}-specific tools
- Upgrade your workflow with {featureName}
Why it works: Tailored = relevant. This email only hits the people it’s actually built for.
6. Feedback-Driven – You asked, we built it
Some of the best features don’t come from brainstorms — they come from user feedback. If you’ve built something based on repeated requests, say that up front. It makes the release feel collaborative.
This type of email turns users into co-builders. When they see a feature they asked for show up in their inbox, they’re not just happy — they’re invested.
Hey {firstName},{featureName} started as a feature request — and now it’s live 🎉
With it, you can now {coreBenefit} — exactly like you asked.
Try it now 👉 {ctaLink}
Thanks for helping us shape {productName}.
– {yourName}
Subject lines that resonate:
- Built from your feedback
- You asked, we delivered
- Thank you for this one
- Live now: your most-requested feature
- Powered by customer ideas
Why it works: Makes users feel heard. Strengthens the feedback loop and boosts loyalty.
7. Fix + Feature Combo – Bug fixed, bonus added
Sometimes the best update isn’t just a shiny new feature — it’s a long-awaited fix paired with a small upgrade.
This combo email tells users: “We heard you. We fixed it. And we made it better.”
It’s a great way to turn frustration into loyalty. By acknowledging the issue and showing progress, you build credibility and momentum all at once.
Hey {firstName},
We fixed the issue with {oldProblem}, and while we were in there, we added {newFeature}.
Now you can {benefit} — without the bugs.
Give it a try 👉 {ctaLink}
– {yourName}
Subject lines that fit:
- Fixed + improved
- Better, faster, cleaner
- Patch + feature combo
- We improved {featureName}
- Thank you for your patience
Why it works: Pairs transparency with progress. Turns a fix into a reason to check back in.
8. Video Walkthrough – Show, don’t tell
Some features need a bit more explanation — and that’s where a short video walkthrough works wonders. This type of email is perfect for visual learners or more complex updates.
It also saves time. Instead of asking users to figure it out themselves, you’re saying: “Here, let me show you real quick.” That clarity drives adoption way faster.
Hey {firstName},
We just dropped a new feature — {featureName} — and it’s best seen in action.
Here’s a 2-minute walkthrough to show you exactly how it works 👉 {ctaLink}
Let us know what you think after you try it out.
– {yourName}
Subject line ideas:
- A quick look at what’s new
- New feature, short demo
- See {featureName} in action
- This will save you time (watch now)
- Short video: how it works
Why it works: Cuts through the scroll. Visuals grab attention and boost adoption.
9. Re-Engagement Angle – Come back and try this
Launching a new feature is also a great excuse to re-engage users who haven’t been active lately. This email gives them a reason to come back — framed as “something new,” not “we noticed you were gone.”
The tone should feel warm and welcoming, not needy. You’re offering something worth checking out, not begging for a login.
Hey {firstName},
Haven’t seen you in a bit — just wanted to let you know we dropped a new feature: {featureName}.
It’s made for users like you who {relevantUseCase}. Might be a good time to jump back in 👉 {ctaLink}
We’d love to hear what you think.
– {yourName}
Other subject lines:
- A lot’s changed since your last login
- This new feature might bring you back
- New release. Familiar face?
- Come see what’s new
- Here’s what you missed
Why it works: Feels like a friendly check-in. Not salesy, just a reason to return.
10. Launch Day Hype – Build momentum
You’ve been teasing the feature for weeks. Maybe users saw it on your roadmap, maybe not. But now it’s go-time — and this email is where you bring the energy.
You’re not overselling. You’re just celebrating the release and helping users get started fast. Clear CTA, bold tone, short copy. That’s the recipe.
Hey {firstName},
After weeks of building and testing, {featureName} is officially live.
You can now {benefit}, starting today.
Try it out now 👉 {ctaLink}
We’re pumped to see how you’ll use it.
– {yourName}
Subject line ideas:
- Launch day: {featureName} is ready
- Just launched — our biggest update yet
- Today’s the day 🎉
- {featureName} is finally here
- It’s go time
Why it works: When your team’s been building in public, this is the finish line (and starting line).
11. Feature Rework – Relaunching something better
Some features don’t hit the mark on the first try — and that’s okay. If you’ve reworked something based on feedback, this is your chance to reset the narrative.
You’re not pretending the old version didn’t exist. You’re saying: “We heard you. We rebuilt it. Now it’s right.” It’s honest, confident, and powerful.
Hey {firstName},
We heard your feedback on {oldFeature}, and we decided to rebuild it — better, faster, and way easier to use.
Introducing the new {featureName} 👉 {ctaLink}
Let us know how it feels.
– {yourName}
Subject lines that work:
- Relaunched: {featureName} 2.0
- You’ll want to give this another try
- We made {featureName} way better
- It’s back — and better
- New version, new vibe
Why it works: Gives you a second chance to impress. Especially powerful if the original feature missed the mark.
12. Weekly Changelog – Roundup of new stuff
If your product team ships fast, your users might miss some things. A weekly changelog email solves that by summarizing everything in one tidy message.
This format shows momentum. It also keeps your engaged users looped in without needing to follow your changelog or release notes manually.
Hey {firstName},
Here’s what’s new in {productName} this week:
– {feature1}: {shortBenefit}
– {feature2}: {shortBenefit}
– {feature3}: {shortBenefit}
Check them out 👉 {ctaLink}
We ship fast. Stay tuned for more.
– {yourName}
Subject line ideas:
- Weekly updates inside
- Product changelog: what’s new
- New in {productName} this week
- Your weekly dose of product wins
- Here’s what we shipped
Why it works: Shows consistent progress. Makes users feel like they’re part of something evolving.
How to Improve Your SaaS New Feature Announcement Emails
Lead with the value
Don’t start with what you built — start with what it does for the user. Whether it saves time, boosts results, or solves a nagging pain point, lead with that. It’s the fastest way to grab attention and get clicks.
Make it crystal clear what’s new
Your headline and first sentence should tell the whole story. “New: AI content generator is now live” works better than “Check out what’s new this month.” Clarity beats cleverness.
Add a visual element
A simple GIF or screenshot helps users see what’s changed instantly. It makes your email easier to scan and gives context without more text.
Keep it tight
Feature emails aren’t blog posts. One or two short paragraphs, a visual, and one CTA is enough. People are busy — the goal is to get them to try the new thing, not read an essay.
Guide them to action
Make the next step obvious. Use one button with clear language tied to the feature: “Try it now,” “See it in action,” or “Go to dashboard.” If you confuse, you lose.
Announcing features isn’t enough
→ Encharge turns announcements into action.
Most new feature emails get ignored — not because they’re bad, but because they’re not timed right.
Encharge helps you launch smarter by sending the right message to the right users, based on what they’ve done (or haven’t done) inside your product.
- Trigger announcements based on user behavior, plan, or activity
- Highlight the right feature for the right user — not just blast everyone
- Combine email + CRM + automation in one tool
- Track who clicked, tried the feature, or ignored it
- Used by 1,000+ SaaS teams to drive real feature adoption
It’s not just about launching features — it’s about getting people to use them. Encharge makes sure your new releases actually land, drive value, and move the needle.
FAQ for new feature announcement email examples
1. How do you announce a new feature to users?
To announce a new feature to users, keep the email short, focused, and tied to a real benefit. Don’t just list what’s new—show why it matters. With Encharge, you can send announcements based on user segment or behavior, so only the right people get the update.
How to announce a new feature:
- Write a clear subject line that teases the value.
- Explain what’s new and how it helps the user.
- Use Encharge to send the email to users who’ll benefit most.
2. What should I include in a feature launch email?
A great feature launch email includes the feature name, a short explanation of what it does, and a link to try it or learn more. Bonus points if you use a GIF or screenshot. Encharge lets you pull in user-specific data so you can highlight how the feature connects to what they’re already doing.
What to include:
- Clear headline + 1–2 lines of copy.
- Visual (GIF, image, or icon) to show the update in action.
- CTA like “Try it now” or “See what’s new” (automated with Encharge).
3. Who should receive new feature announcement emails?
Not every feature matters to every user. You should send new feature emails only to users who’ll find it useful—based on plan, activity, or past usage. With Encharge, you can create smart segments and send tailored announcements that feel personal, not generic.
How to target the right audience:
- Segment users based on product usage or plan level.
- Match the feature’s value to the right user type.
- Set up smart campaigns in Encharge that trigger only for relevant users.
4. How often should I email users about new features?
You don’t need to email users about every little update. Focus on big, user-facing changes—once every 1–2 months is a good rhythm for most SaaS products. Encharge helps you bundle smaller updates or send in-product messages instead of overloading email.
When to send feature updates:
- Wait until the feature is fully live and tested.
- Group small updates into monthly or quarterly recaps.
- Use Encharge to automate both email and in-app announcements.
5. Can I automate feature announcement emails?
Absolutely. The best way to scale product communication is to automate it. With Encharge, you can trigger new feature emails when a user logs in after a release, or when they meet conditions that make the feature relevant.
How to automate announcements:
- Tag users who should be notified.
- Create a feature email template with dynamic content.
- Trigger it in Encharge when the feature goes live or when user behavior matches.
