Not sure how? We\u2019ve got you covered.<\/p>\n
The list we\u2019re curated here has great examples of how to effectively announce what\u2019s new in your product using in-app notifications and email.<\/p>\n
Let\u2019s check them out\u2026<\/p>\n
TL; DR<\/strong><\/h2>\n\n- Launch messages are a means of communicating and keeping your target audience \u2013 your existing customers \u2013 up to date and driving engagement<\/a> and adoption<\/a>.<\/li>\n
- There are five types: new product release<\/a>, new feature, pre-order, future sales campaign, and events announcement messages.<\/li>\n
- Launch message best practices: always build a sequence of messages as one is not enough, grab attention with your copy, optimize messages for one goal only, and always be contextual.<\/li>\n
- Benefits of in-app messages<\/a>: highly targeted, contextual, and timely. You can personalize them to each user persona segment<\/a> and stage in the journey<\/a>, leading to higher visibility and engagement.<\/li>\n
- Benefits of email launch messages: support in-app communication<\/a>, drive action, and keep users up-to-date without cluttering up your UI. should be mainly used to drive users back inside the app to try new features.<\/li>\n
- You can build multiple types of in-app announcement messages<\/a> and drive adoption<\/a> with Userpilot<\/a>.<\/li>\n<\/ul>\n
What are launch messages?<\/strong><\/h2>\nProduct launch in-app messages<\/a> are a means of communicating and keeping your target audience \u2013 your existing customers \u2013 up to date with what\u2019s happening in your product, through short messages inside the UI of your product.<\/p>\nThese messages can inform users about the launch of a new product or about the direction your product is going and how it helps them \u2013 what\u2019s new, what has been updated and what changed, and the impact this has on their work.<\/p>\n
Launch messages should communicate the value of your product and get customers excited to try it \u2013 it\u2019s all about building anticipation.<\/p>\n
What are the main types of launch messages?<\/strong><\/h2>\nYour product is never \u2018finished, it\u2019s continuously changing and developing.<\/p>\n
To keep customers coming back again and again, you need to be in constant communication with them so they\u2019re aware of these changes.<\/p>\n
You want them to get the most out of your product and have a successful launch, right?<\/p>\n
There are five main types of messages.<\/p>\n
1. New product release messages<\/strong><\/h3>\nA product launch campaign will raise awareness and inform customers of a new version of the product that\u2019s been made available or support the launch of an upcoming product.<\/p>\n
They can address your existing customer base or potential new market and should encourage customers to take advantage of what they\u2019re being offered.<\/p>\n
2. New feature launch messages<\/strong><\/h3>\nNew feature announcements<\/a> are messages sent to introduce what\u2019s new and are usually directed toward your current user base.<\/p>\nKeeping your customers informed builds trust and loyalty, and it shows that you\u2019re incorporating their valuable feedback into the product\u2019s development.<\/p>\n
3. Pre-order messages<\/strong><\/h3>\nPre-order messages are sent before<\/em> a product or a feature\/set of features is made available. This is a great way to build hype and anticipation!<\/p>\n4. Future sales campaign messages<\/strong><\/h3>\nA future sales campaign message can be a powerful way to boost sales of an upcoming or existing product<\/a>.<\/p>\nBy offering special promotions for a limited time and announcing the launch date in advance, you can create a sense of urgency and drive more purchases.<\/p>\n
Seasonal offers, for example, are very popular in future sales campaigns \u2013 a seasonal sale announcement email during the end of Summer or the start of Christmas is very popular.<\/p>\n
5. Event announcement messages<\/strong><\/h3>\nEvent announcement messages are for announcing the launch date for upcoming events related to product launches or for upcoming educational events such as webinars, podcasts, workshops, etc.<\/p>\n
These build hype for your product and make the offers feel exclusive to your customers.<\/p>\n
Keep them in the loop by telling them who will be there, what time the event starts, and where it\u2019s being held.<\/p>\n
How do you announce a new launch?<\/strong><\/h2>\nNow that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\n![\"Slack's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_5c0ef6f007832a755ca05621cec5659b_800.png\")
<\/picture>Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\n![\"in-depth](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_51fc84ccaa71af95286235bc2730c1e7_800.png\")
<\/picture>A more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\n![\"Slack\u2019s](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/Slacks-formatting-release-feature_-announcement_4f595ecaf78b49f79464a45713f12d36.gif\")
<\/picture>Slack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\n![\"Asana](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_bb4cce5d4a1efe6672d80ace78850f2f_800.png\")
<\/picture>Asana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\n![\"Miro\u2019s](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_152b6c8348f44ed3a91f45c5cd583cdd_800.png\")
<\/picture>Miro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\n![\"Invision's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_107080ef74a98a554a8f9e79150ad4ac_800.png\")
<\/picture>Invision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\n![\"Invision](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_af2ffc146d6c606db8c58f94e3934059_800.png\")
<\/picture>Invision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\n![\"Invision](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_61625b07da41b763c131b2aa7f45b0bc_800.png\")
<\/picture>Invision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\n![\"Mural](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_b97ad9f151e7f113379c2b38a2c56a74_800.png\")
<\/picture>Mural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\n![\"Mural](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_01dbc721d6e294c551e07d34c9583deb_800.png\")
<\/picture>Mural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\n![\"Airbnb](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_7d84c33f05e0089d6151a16229baa2e6_800.png\")
<\/picture>Airbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\n![\"Airbnb](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_eca5c3580ab6d7fb9e967297284709e5_800.png\")
<\/picture>Airbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\n![\"Airbnb](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_b83ffbf4fcf0771d6e6ff2d5f78b1aec_800.png\")
<\/picture>Airbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\n![\"Revolut's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_21ee82f8e05d686d5d2874c1c88aa220_800.png\")
<\/picture>Revolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\n![\"Revolut's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_0ea24e004dfad8a786d47a29f23fcd2b_800.png\")
<\/picture>Revolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\n![\"Intercom](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_025794fc89394278f7de4599cc1c42e0_800.png\")
<\/picture>Intercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
![\"Figma](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_c3cc48d5d963202ff8ceb21a33f2d1ce_800.png\")
<\/picture>Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
What are launch messages?<\/strong><\/h2>\nProduct launch in-app messages<\/a> are a means of communicating and keeping your target audience \u2013 your existing customers \u2013 up to date with what\u2019s happening in your product, through short messages inside the UI of your product.<\/p>\nThese messages can inform users about the launch of a new product or about the direction your product is going and how it helps them \u2013 what\u2019s new, what has been updated and what changed, and the impact this has on their work.<\/p>\n
Launch messages should communicate the value of your product and get customers excited to try it \u2013 it\u2019s all about building anticipation.<\/p>\n
What are the main types of launch messages?<\/strong><\/h2>\nYour product is never \u2018finished, it\u2019s continuously changing and developing.<\/p>\n
To keep customers coming back again and again, you need to be in constant communication with them so they\u2019re aware of these changes.<\/p>\n
You want them to get the most out of your product and have a successful launch, right?<\/p>\n
There are five main types of messages.<\/p>\n
1. New product release messages<\/strong><\/h3>\nA product launch campaign will raise awareness and inform customers of a new version of the product that\u2019s been made available or support the launch of an upcoming product.<\/p>\n
They can address your existing customer base or potential new market and should encourage customers to take advantage of what they\u2019re being offered.<\/p>\n
2. New feature launch messages<\/strong><\/h3>\nNew feature announcements<\/a> are messages sent to introduce what\u2019s new and are usually directed toward your current user base.<\/p>\nKeeping your customers informed builds trust and loyalty, and it shows that you\u2019re incorporating their valuable feedback into the product\u2019s development.<\/p>\n
3. Pre-order messages<\/strong><\/h3>\nPre-order messages are sent before<\/em> a product or a feature\/set of features is made available. This is a great way to build hype and anticipation!<\/p>\n4. Future sales campaign messages<\/strong><\/h3>\nA future sales campaign message can be a powerful way to boost sales of an upcoming or existing product<\/a>.<\/p>\nBy offering special promotions for a limited time and announcing the launch date in advance, you can create a sense of urgency and drive more purchases.<\/p>\n
Seasonal offers, for example, are very popular in future sales campaigns \u2013 a seasonal sale announcement email during the end of Summer or the start of Christmas is very popular.<\/p>\n
5. Event announcement messages<\/strong><\/h3>\nEvent announcement messages are for announcing the launch date for upcoming events related to product launches or for upcoming educational events such as webinars, podcasts, workshops, etc.<\/p>\n
These build hype for your product and make the offers feel exclusive to your customers.<\/p>\n
Keep them in the loop by telling them who will be there, what time the event starts, and where it\u2019s being held.<\/p>\n
How do you announce a new launch?<\/strong><\/h2>\nNow that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\nSlack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\nA more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\nSlack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\nAsana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\nMiro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\nInvision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\nInvision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\nInvision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\nRevolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\nRevolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\nIntercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
These messages can inform users about the launch of a new product or about the direction your product is going and how it helps them \u2013 what\u2019s new, what has been updated and what changed, and the impact this has on their work.<\/p>\n
Launch messages should communicate the value of your product and get customers excited to try it \u2013 it\u2019s all about building anticipation.<\/p>\n
What are the main types of launch messages?<\/strong><\/h2>\nYour product is never \u2018finished, it\u2019s continuously changing and developing.<\/p>\n
To keep customers coming back again and again, you need to be in constant communication with them so they\u2019re aware of these changes.<\/p>\n
You want them to get the most out of your product and have a successful launch, right?<\/p>\n
There are five main types of messages.<\/p>\n
1. New product release messages<\/strong><\/h3>\nA product launch campaign will raise awareness and inform customers of a new version of the product that\u2019s been made available or support the launch of an upcoming product.<\/p>\n
They can address your existing customer base or potential new market and should encourage customers to take advantage of what they\u2019re being offered.<\/p>\n
2. New feature launch messages<\/strong><\/h3>\nNew feature announcements<\/a> are messages sent to introduce what\u2019s new and are usually directed toward your current user base.<\/p>\nKeeping your customers informed builds trust and loyalty, and it shows that you\u2019re incorporating their valuable feedback into the product\u2019s development.<\/p>\n
3. Pre-order messages<\/strong><\/h3>\nPre-order messages are sent before<\/em> a product or a feature\/set of features is made available. This is a great way to build hype and anticipation!<\/p>\n4. Future sales campaign messages<\/strong><\/h3>\nA future sales campaign message can be a powerful way to boost sales of an upcoming or existing product<\/a>.<\/p>\nBy offering special promotions for a limited time and announcing the launch date in advance, you can create a sense of urgency and drive more purchases.<\/p>\n
Seasonal offers, for example, are very popular in future sales campaigns \u2013 a seasonal sale announcement email during the end of Summer or the start of Christmas is very popular.<\/p>\n
5. Event announcement messages<\/strong><\/h3>\nEvent announcement messages are for announcing the launch date for upcoming events related to product launches or for upcoming educational events such as webinars, podcasts, workshops, etc.<\/p>\n
These build hype for your product and make the offers feel exclusive to your customers.<\/p>\n
Keep them in the loop by telling them who will be there, what time the event starts, and where it\u2019s being held.<\/p>\n
How do you announce a new launch?<\/strong><\/h2>\nNow that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\nSlack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\nA more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\nSlack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\nAsana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\nMiro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\nInvision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\nInvision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\nInvision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\nRevolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\nRevolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\nIntercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
A product launch campaign will raise awareness and inform customers of a new version of the product that\u2019s been made available or support the launch of an upcoming product.<\/p>\n
They can address your existing customer base or potential new market and should encourage customers to take advantage of what they\u2019re being offered.<\/p>\n
2. New feature launch messages<\/strong><\/h3>\nNew feature announcements<\/a> are messages sent to introduce what\u2019s new and are usually directed toward your current user base.<\/p>\nKeeping your customers informed builds trust and loyalty, and it shows that you\u2019re incorporating their valuable feedback into the product\u2019s development.<\/p>\n
3. Pre-order messages<\/strong><\/h3>\nPre-order messages are sent before<\/em> a product or a feature\/set of features is made available. This is a great way to build hype and anticipation!<\/p>\n4. Future sales campaign messages<\/strong><\/h3>\nA future sales campaign message can be a powerful way to boost sales of an upcoming or existing product<\/a>.<\/p>\nBy offering special promotions for a limited time and announcing the launch date in advance, you can create a sense of urgency and drive more purchases.<\/p>\n
Seasonal offers, for example, are very popular in future sales campaigns \u2013 a seasonal sale announcement email during the end of Summer or the start of Christmas is very popular.<\/p>\n
5. Event announcement messages<\/strong><\/h3>\nEvent announcement messages are for announcing the launch date for upcoming events related to product launches or for upcoming educational events such as webinars, podcasts, workshops, etc.<\/p>\n
These build hype for your product and make the offers feel exclusive to your customers.<\/p>\n
Keep them in the loop by telling them who will be there, what time the event starts, and where it\u2019s being held.<\/p>\n
How do you announce a new launch?<\/strong><\/h2>\nNow that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\nSlack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\nA more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\nSlack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\nAsana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\nMiro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\nInvision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\nInvision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\nInvision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\nRevolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\nRevolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\nIntercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
Keeping your customers informed builds trust and loyalty, and it shows that you\u2019re incorporating their valuable feedback into the product\u2019s development.<\/p>\n
3. Pre-order messages<\/strong><\/h3>\nPre-order messages are sent before<\/em> a product or a feature\/set of features is made available. This is a great way to build hype and anticipation!<\/p>\n4. Future sales campaign messages<\/strong><\/h3>\nA future sales campaign message can be a powerful way to boost sales of an upcoming or existing product<\/a>.<\/p>\nBy offering special promotions for a limited time and announcing the launch date in advance, you can create a sense of urgency and drive more purchases.<\/p>\n
Seasonal offers, for example, are very popular in future sales campaigns \u2013 a seasonal sale announcement email during the end of Summer or the start of Christmas is very popular.<\/p>\n
5. Event announcement messages<\/strong><\/h3>\nEvent announcement messages are for announcing the launch date for upcoming events related to product launches or for upcoming educational events such as webinars, podcasts, workshops, etc.<\/p>\n
These build hype for your product and make the offers feel exclusive to your customers.<\/p>\n
Keep them in the loop by telling them who will be there, what time the event starts, and where it\u2019s being held.<\/p>\n
How do you announce a new launch?<\/strong><\/h2>\nNow that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\nSlack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\nA more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\nSlack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\nAsana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\nMiro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\nInvision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\nInvision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\nInvision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\nRevolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\nRevolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\nIntercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
4. Future sales campaign messages<\/strong><\/h3>\nA future sales campaign message can be a powerful way to boost sales of an upcoming or existing product<\/a>.<\/p>\nBy offering special promotions for a limited time and announcing the launch date in advance, you can create a sense of urgency and drive more purchases.<\/p>\n
Seasonal offers, for example, are very popular in future sales campaigns \u2013 a seasonal sale announcement email during the end of Summer or the start of Christmas is very popular.<\/p>\n
5. Event announcement messages<\/strong><\/h3>\nEvent announcement messages are for announcing the launch date for upcoming events related to product launches or for upcoming educational events such as webinars, podcasts, workshops, etc.<\/p>\n
These build hype for your product and make the offers feel exclusive to your customers.<\/p>\n
Keep them in the loop by telling them who will be there, what time the event starts, and where it\u2019s being held.<\/p>\n
How do you announce a new launch?<\/strong><\/h2>\nNow that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\nSlack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\nA more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\nSlack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\nAsana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\nMiro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\nInvision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\nInvision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\nInvision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\nRevolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\nRevolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\nIntercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
By offering special promotions for a limited time and announcing the launch date in advance, you can create a sense of urgency and drive more purchases.<\/p>\n
Seasonal offers, for example, are very popular in future sales campaigns \u2013 a seasonal sale announcement email during the end of Summer or the start of Christmas is very popular.<\/p>\n
5. Event announcement messages<\/strong><\/h3>\nEvent announcement messages are for announcing the launch date for upcoming events related to product launches or for upcoming educational events such as webinars, podcasts, workshops, etc.<\/p>\n
These build hype for your product and make the offers feel exclusive to your customers.<\/p>\n
Keep them in the loop by telling them who will be there, what time the event starts, and where it\u2019s being held.<\/p>\n
How do you announce a new launch?<\/strong><\/h2>\nNow that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\nSlack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\nA more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\nSlack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\nAsana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\nMiro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\nInvision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\nInvision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\nInvision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\nRevolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\nRevolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\nIntercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
Now that you know the five message types, before you start planning your product launch campaign, let\u2019s look at some best practices for announcing a new launch.<\/p>\n
It\u2019s always more than one message: build a product launch email sequence<\/strong><\/h3>\nA launch is not a single message that you broadcast, and then you\u2019re done \u2013 you should be in continuous communication with your customers and use a mixture of message types to drive engagement.<\/p>\n
Similar to onboarding users<\/a> and driving adoption<\/a>, your launch messages should address users in different stages:<\/p>\n\n- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\nWhether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\nHere are a few tips:<\/p>\n
\n- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\nAsking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
\n- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\nIn SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\nIn-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\nThey are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\nThe whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\nCompared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\nPeople skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\nDespite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\nIt supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\nIt can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\nSo let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
\n- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\nAs we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n#1 \u2013 Slack new feature announcement<\/strong><\/h3>\nSlack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\nSlack\u2019s in-app new feature announcement<\/figcaption><\/figure>\nClicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\nA more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n#2 \u2013 Slack feature update in-app message<\/strong><\/h3>\nSometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\nSince some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\nSlack\u2019s in-app embedded video message<\/figcaption><\/figure>\n#3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\nOne way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\nTo announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\nAsana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n#4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\nI\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\nMiro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n#5 \u2013 Invision new product banner<\/strong><\/h3>\nSimilar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\nInvision\u2019s banner<\/figcaption><\/figure>\nThey promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\nInvision new product banner<\/figcaption><\/figure>\n#6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\nStarting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\nInvision feature improvement in-app message<\/figcaption><\/figure>\n#7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\nUsing the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\nThe banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\nIt\u2019s cute, fun, and very on-brand.<\/p>\nMural educational resources and templates launch<\/figcaption><\/figure>\n#8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\nI\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nHere, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\nThen they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\nAirbnb using tooltips and modals in-app<\/figcaption><\/figure>\n#9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\nSimilar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\nWhen the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\nRevolut\u2019s announcement of their new card design<\/figcaption><\/figure>\nOr the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\nRevolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n#10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\nSurprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\nIntercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n#11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\nNothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\nWhat\u2019s great about Figma\u2019s modal is:<\/p>\n
\n- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
Figma product enhancements in-app modal notification<\/figcaption><\/figure>\nProduct launch announcement email examples<\/strong><\/h2>\nIf in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\nBut it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\nYou may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\nCalled Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\nCheck out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n\n
- \n
- before launch: to build anticipation<\/li>\n
- at launch: to announce what is available<\/li>\n
- follow-up: to remind users that haven\u2019t engaged or collect feedback from adopters<\/a><\/li>\n<\/ul>\n
Grab attention with your subject line and launch message copy<\/strong><\/h3>\n
Whether it\u2019s a subject line, email copy<\/a>, or in-app messaging<\/a>, the way you phrase your launch message will impact the way customers perceive it and take action.<\/p>\n
Here are a few tips:<\/p>\n
- \n
- be contextual and don\u2019t disrupt users<\/li>\n
- use a teaser email to entice them<\/li>\n
- give them a reason to read your message (your title needs to quickly tell them why the message is relevant for them \u2013 reducing their chance to ignore it)<\/li>\n
- use a conversational tone and simple words<\/li>\n
- tell the user how this new launch will help them: what\u2019s in it for them?<\/li>\n
- always test different message copies and types of messages (micro-videos<\/a> vs text, for example) \u2013 different customers respond to different types of messages<\/li>\n<\/ul>\n
Optimize launch messages for one specific goal<\/strong><\/h3>\n
Asking someone to do multiple things at the same time will confuse them. The result? No action.<\/p>\n
Instead, focus your messages on one simple action required from the user:<\/p>\n
- \n
- want them to subscribe to a webinar? Ask them to do that and only that<\/li>\n
- want them to sign up for your beta list? Don\u2019t include other actions in your message<\/li>\n
- want them to try the new feature now? That should be your only CTA<\/li>\n<\/ul>\n
I think you get the point. Now let\u2019s look at the best channels to send your message for your launch day.<\/p>\n
In-app vs email launch messages: When should you use each?<\/strong><\/h2>\n
In SaaS, in-app and mail are the two main channels for communicating with customers and potential customers. Let\u2019s look at the differences\u2026<\/p>\n
In-app launch message benefits<\/strong><\/h3>\n
In-app launch messages<\/a> are highly targeted announcements that are sent to users while they\u2019re using your product.<\/p>\n
They are contextual and timely as they can be triggered to appear when they make sense for where the user is in their journey \u2013 whether that be primary onboarding, sharing news and updates, or promoting support and\/or offers.<\/p>\n
Through segmentation<\/a>, you can adjust your message to focus on specific benefits for each audience and personalize it to their specific needs.<\/p>\n
The whole message shows in front of the users most of the time (we\u2019ll look at examples in a bit) so it\u2019s easier to catch the user\u2019s eye with emoticons, gifs, or videos compared to email, where your title needs to do the heavy lifting!<\/p>\n
The above leads to higher visibility and engagement. It\u2019s a no-brainer.<\/p>\n
Email launch message benefits<\/strong><\/h3>\n
Compared to in-app messages<\/a>, a product launch email sequence might be missed, get lost in the user\u2019s inbox completely, or get ignored altogether.<\/p>\n
People skip reading it if the email subject line doesn\u2019t grab their attention, which is why it\u2019s so important to attract them instantly!<\/p>\n
Email marketing, specifically a product launch email sequence, can be really effective if you do it properly.<\/p>\n
Unlike in-app launch messages<\/a>, launch emails are not contextual or timely. You can set them to be sent at a specific time and based on the user\u2019s actions inside the product but you can\u2019t control when they actually open their inbox AND your email.<\/p>\n
Despite the above, a product launch announcement email<\/a> is a great method of sending your new release messages.<\/p>\n
It supports in-app communication<\/a> and drives users to take action (sometimes this means engaging with your product).<\/p>\n
It can also be the best way of constantly keeping users up to speed with what\u2019s new without overcluttering the UI with too many messages.<\/p>\n
A great email subject line works wonders.<\/p>\n
We\u2019ll look at some examples of this in a bit.<\/p>\n
Product launch message examples<\/strong><\/h2>\n
So let\u2019s check out some great product launch examples.<\/p>\n
Remember to keep the best practices in mind:<\/p>\n
- \n
- it\u2019s always more than one message: build a sequence of launch messages<\/li>\n
- grab attention with your launch message copy<\/li>\n
- optimize launch messages for one specific goal<\/li>\n<\/ul>\n
In-app launch message examples<\/strong><\/h2>\n
As we said in our blog post, in-app marketing<\/a> is the antidote to the poison that is churn. To show you how effective it can be, we have curated a list of some of the best examples of in-app launch messaging<\/a>.<\/p>\n
#1 \u2013 Slack new feature announcement<\/strong><\/h3>\n
Slack announced its new feature with a small but eye-catching slideout to grab the user\u2019s attention about the official launch of a new product feature. It\u2019s fast and simple \u2013 it tells the user what they can achieve and how.<\/p>\n
<\/picture>Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n Clicking \u2018learn more\u2019 opens a modal on top of where the thread space is to explain the feature in more detail, including who can use it and what to expect, and directing users towards additional resources if needed. Everything is clearly laid out so it\u2019s easy to read.<\/p>\n
This is a great example of how combining different message types supports the launch of a feature.<\/p>\n
One message simply isn\u2019t enough.<\/p>\n
<\/picture>A more in-depth version of Slack\u2019s in-app new feature announcement<\/figcaption><\/figure>\n #2 \u2013 Slack feature update in-app message<\/strong><\/h3>\n
Sometimes a short embedded video is all you need to showcase the benefits of a feature enhancement.<\/p>\n
To introduce their users to a new way of formatting their messages, Slack announced it through a tooltip<\/a> to show users how to use it.<\/p>\n
Since some users prefer visuals to text, videos are a great way of visually demonstrating how easy it is to use the updated features.<\/p>\n
<\/picture>Slack\u2019s in-app embedded video message<\/figcaption><\/figure>\n #3 \u2013 Asana in-app new feature modal announcement<\/strong><\/h3>\n
One way to announce a new feature is to trigger a modal<\/a> when a user signs in \u2013 this will get their attention and set the right expectations from the get-go.<\/p>\n
To announce their new feature, Asana uses short messages to quickly highlight benefits to each user. It uses language that appeals directly to the user \u2013 \u201cget real-time, actionable insight<\/a> into work\u201d \u2013 and prompts them to get started. Quick and easy!<\/p>\n
<\/picture>Asana in-app new feature modal announcement<\/a><\/figcaption><\/figure>\n #4 \u2013 Miro and their What\u2019s new in-app pop-up<\/strong><\/h3>\n
I\u2019ve already mentioned the What\u2019s new type of launch messages and Miro is a great example!<\/p>\n
They have a feed with this in-app pop-up available inside the product so even when you decide to close the modal that displays during login, you can still have access to the latest updates once click away.<\/p>\n
This is a common practice in SaaS as you are rolling out feature enhancements and new features continuously and you want to avoid UI cluttering.<\/p>\n
Plus, it\u2019s colorful and eye-catching, which is always nice!<\/p>\n
<\/picture>Miro\u2019s What’s new in-app pop-up<\/figcaption><\/figure>\n #5 \u2013 Invision new product banner<\/strong><\/h3>\n
Similar to how Slack used a slideout to capture attention, Invision uses a banner<\/a> to promote their new product Freehand.<\/p>\n
<\/picture>Invision\u2019s banner<\/figcaption><\/figure>\n They promote their new product with a banner that takes you to the dedicated website. It\u2019s attention-grabbing and appeals directly to the user by emphasizing what\u2019s important to them \u2013 working together<\/em>.<\/p>\n
<\/picture>Invision new product banner<\/figcaption><\/figure>\n #6 \u2013 Invision feature improvement in-app message<\/strong><\/h3>\n
Starting to see a pattern by now? I hope so.<\/p>\n
Product enhancements can be communicated in-app with short messages.<\/p>\n
Here\u2019s another great example from Invision. They use a short and colorful in-app pop-up message to inform the user of the feature improvements in an existing product.<\/p>\n
Their use of the stars emoji makes it feel informal as if the user is on the ground floor with them, and it conjures images of magic and transformation.<\/p>\n
It\u2019s a really simple but effective way of establishing your visual identity and reinforcing your product positioning.<\/p>\n
<\/picture>Invision feature improvement in-app message<\/figcaption><\/figure>\n #7 \u2013 Mural educational resources and templates product launch<\/strong><\/h3>\n
Using the same technique as Invision, Mural used a banner to drive traffic to their new educational resource. It\u2019s designed to attract new users to try the product using their new templates (which is a product enhancement).<\/p>\n
<\/picture>Mural educational resources and templates launch<\/figcaption><\/figure>\n The banner above takes you to the website where, based on the data they collect via a micro-survey<\/a>, they personalize the content to be as relevant as possible for each use case.<\/p>\n
It\u2019s cute, fun, and very on-brand.<\/p>\n
<\/picture>Mural educational resources and templates launch<\/figcaption><\/figure>\n #8 \u2013 Airbnb using tooltips and modals in-app<\/strong><\/h3>\n
I\u2019ve said it multiple times, but here it is again: when in-app, you can use different message formats.<\/p>\n
Here\u2019s a collection of great ones from Airbnb.<\/p>\n
You can see their simple and effective tooltip for new feature enhancements (inbox expansion) \u2013 it communicates the what and how quickly.<\/p>\n
<\/picture>Airbnb using tooltips and modals in-app<\/figcaption><\/figure>\n Here, Airbnb uses a small modal to highlight a new feature \u2013 again, notice how a mix of messages is used.<\/p>\n
<\/picture>Airbnb using tooltips and modals in-app<\/figcaption><\/figure>\n Then they offer a more in-depth description, which the user can interact with if they\u2019re interested.<\/p>\n
You can occupy a small space on the UI but to make sure you don\u2019t disrupt the user experience, let the user show intent before displaying a large message \u2013 in this case, clicking on the modal.<\/p>\n
It gives the user freedom of choice so you\u2019re not shoving new updates down their throats \u2013 they\u2019re more likely to ignore you if you do that!<\/p>\n
<\/picture>Airbnb using tooltips and modals in-app<\/figcaption><\/figure>\n #9 \u2013 Revolut launching new features and products in-app<\/strong><\/h3>\n
Similar to the \u2018what\u2019s new\u2019 type of launches, Revolut uses monthly updates \u2013 this is a series of short announcements that introduce new features and feature enhancements using in-app modals<\/a>.<\/p>\n
When the user engages with either message, they are taken to the relevant section of the app offering more information and invites users to take action.<\/p>\n
Here\u2019s how they announced their introduction of a new card design\u2026<\/p>\n
<\/picture>Revolut\u2019s announcement of their new card design<\/figcaption><\/figure>\n Or the expansion of an existing feature.<\/p>\n
Short and on-point text plus large visuals help deliver the message fast and make it easier for the user to get up to speed \u2013 it\u2019s also attention-grabbing because the empty space in the middle throws the user off, they want to search for an accompanying image. Voila<\/em>! You\u2019ve got their attention.<\/p>\n
<\/picture>Revolut\u2019s expansion of an existing feature<\/figcaption><\/figure>\n #10 \u2013 Intercom uses in-app chat for their community launch campaign<\/strong><\/h3>\n
Surprised? I\u2019m not.<\/p>\n
Intercom\u2019s chatbot is probably what Intercom is best known for. And they know how to use it properly \u2013 when they have something new to announce, they use the chat.<\/p>\n
Of course, combined with other messages like a launch email for example, but pretty much shows that a chat box is not just for support chat purposes.<\/p>\n
<\/picture>Intercom uses in-app chat for their community launch campaign<\/figcaption><\/figure>\n #11 \u2013 Figma product enhancements in-app modal notification<\/strong><\/h3>\n
Nothing new here.<\/p>\n
By now you should be familiar with the best ways to launch something new using in-app messaging.<\/a><\/p>\n
What\u2019s great about Figma\u2019s modal is:<\/p>\n
- \n
- the combination of image and text to showcase the new enhancement being added to the product<\/li>\n
- the CTA: yes, I mentioned there should be just one but giving the \u2018show me how\u2019 is the desired action here, offering an alternative for users not quite ready to take action can work too (learn more can tell you which users are interested in the new feature, and you can use different engagement<\/a> methods to get back to them later)<\/li>\n
- guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
<\/picture>Figma product enhancements in-app modal notification<\/figcaption><\/figure>\n Product launch announcement email examples<\/strong><\/h2>\n
If in-app launch messages aren\u2019t for you, a product launch email campaign may be the answer.<\/p>\n
You\u2019ve probably used email marketing software or heard of the Reallygoodemails <\/a>website \u2013 it\u2019s a great resource of inspiration when you are looking to write a great email.<\/p>\n
But it can sometimes get cluttered and hard to find examples you can relate to, especially for SaaS product launch<\/a> email templates.<\/p>\n
You may not have time to go searching for great product launch email examples so we\u2019ve curated a list of the best ones here!<\/p>\n
#1 \u2013 Userpilot uses its email newsletter to promote educational resources<\/strong><\/h3>\n
Called Product Rantz<\/a>, Userpilot\u2019s weekly newsletter is how we keep our audience engaged and inspired with product launch messages, product tips, exciting news, and industry-related content.<\/p>\n
Check out how we use the email subject line to not only set the expectation of what\u2019s inside the email but also to build excitement.<\/p>\n
\ud83d\udca1 You can subscribe to our newsletter here<\/a> and get the State of SaaS Onboarding report here.<\/a><\/p>\n
\n - guess what the \u2018show me how\u2019 button does \u2013 that\u2019s right, launches an interactive walkthrough<\/a> and guides the users on how to use the new enhancement<\/li>\n<\/ul>\n
![\"Slack's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_5c0ef6f007832a755ca05621cec5659b_800.png)
<\/picture>![\"in-depth](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_51fc84ccaa71af95286235bc2730c1e7_800.png)
<\/picture>![\"Slack\u2019s](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/Slacks-formatting-release-feature_-announcement_4f595ecaf78b49f79464a45713f12d36.gif)
<\/picture>![\"Asana](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_bb4cce5d4a1efe6672d80ace78850f2f_800.png)
<\/picture>![\"Miro\u2019s](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_152b6c8348f44ed3a91f45c5cd583cdd_800.png)
<\/picture>![\"Invision's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_107080ef74a98a554a8f9e79150ad4ac_800.png)
<\/picture>![\"Invision](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_af2ffc146d6c606db8c58f94e3934059_800.png)
<\/picture>![\"Invision](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_61625b07da41b763c131b2aa7f45b0bc_800.png)
<\/picture>![\"Mural](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_b97ad9f151e7f113379c2b38a2c56a74_800.png)
<\/picture>![\"Mural](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_01dbc721d6e294c551e07d34c9583deb_800.png)
<\/picture>![\"Airbnb](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_7d84c33f05e0089d6151a16229baa2e6_800.png)
<\/picture>![\"Airbnb](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_eca5c3580ab6d7fb9e967297284709e5_800.png)
<\/picture>![\"Airbnb](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_b83ffbf4fcf0771d6e6ff2d5f78b1aec_800.png)
<\/picture>![\"Revolut's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_21ee82f8e05d686d5d2874c1c88aa220_800.png)
<\/picture>![\"Revolut's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_0ea24e004dfad8a786d47a29f23fcd2b_800.png)
<\/picture>![\"Intercom](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_025794fc89394278f7de4599cc1c42e0_800.png)
<\/picture>![\"Figma](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_c3cc48d5d963202ff8ceb21a33f2d1ce_800.png)
<\/picture>![\"state](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/screenshot-2024-10-30-at-182827_0cedc4b0721a510ade7f19b3dd438a8e_800.png)
<\/picture><\/div>\n![\"state](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/screenshot-2024-10-30-at-183008_9c930cb21d8cf430cdae1c5c9f5a6f04_800.png)
<\/picture><\/div>\n![\"state](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/screenshot-2024-10-30-at-183031_c8965a5cd33870c1e792fc955c3a085a_800.png)
<\/picture><\/div>\n<\/div>\n![\"Miro](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_d266f5143a1129df94668645e8d1822a_800.png)
<\/picture>![\"Miro](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_f2bcaa7c946cc7a43af7d6a351d25d39_800.png)
<\/picture>![\"ActiveCampaign](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_aaab22f2a1865d98d9a2f7db14becfbb_800.png)
<\/picture>![\"ActiveCampaign](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_fa29b8a43b4c88ea15be47241374c22f_800.png)
<\/picture>![\"Figma's](\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2025\/12\/image_b52e57f21299de712cec6db264c22d53_800-scaled.png)
<\/picture>