{"id":9721,"date":"2026-07-09T08:00:22","date_gmt":"2026-07-09T08:00:22","guid":{"rendered":"https:\/\/userpilot.com\/blog\/launch-messages\/"},"modified":"2026-07-10T04:18:58","modified_gmt":"2026-07-10T04:18:58","slug":"launch-messages","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/launch-messages\/","title":{"rendered":"Launch Messages: In-App and Email Examples for SaaS Teams Shipping in the AI Era"},"content":{"rendered":"

Launch messages are supposed to be the easy part of shipping software, but writing them is becoming increasingly harder for SaaS teams. Every product update<\/a> worth announcing needs a message that tells someone it shipped, but the number of product updates has been growing while the amount of time between them continues to contract. Since adopting AI, 63% of organizations are shipping code to production faster,<\/a> which has accelerated feature velocity across the entire industry to a pace never before seen at this scale.<\/p>\n

Greg Coquillo<\/a>, Lead Product Manager of AI Platforms at Microsoft, described this sudden shift in shipping builds.<\/p>\n

“Building software today doesn’t look the same as 2 years ago! Some teams write every line by hand. Some build alongside AI. Others ship products without touching code at all. What changed isn’t technology – it’s how fast ideas move from thought to product.”<\/p><\/blockquote>\n

Stanislas Niox-Chateau<\/a>, CEO of Doctolib, has observed similar trends with instant prototypes and rapid coding:<\/p>\n

“AI is changing how we think about building software like nothing before. Specs turn into working prototypes instantly. Design systems and architecture principles are continuously reinforced by the tooling itself. Writing production-ready code from scratch is no longer our bottleneck.”<\/span><\/p><\/blockquote>\n

To help you keep up with the flood of product updates, this guide will show you the five types of launch messages,\u00a026 curated examples, and the best practices to follow.
\n
\n\"demo<\/a><\/p>\n

Types of launch messages in SaaS<\/h2>\n

Not every update deserves the same message. Using the same format for every launch message will read as lazy boilerplate that isn’t relevant to the users. Here are the five types worth knowing before you write anything.<\/p>\n

\"launch-message-types\"
The five types of launch messages are new product releases, new feature launches, pre-orders, future sales campaigns, and event announcements.<\/figcaption><\/figure>\n

All five launch message types serve a different purpose:<\/p>\n

    \n
  1. New product release messages:<\/strong> Announce a new product version or an upcoming product to your existing base and to new markets.<\/li>\n
  2. New feature launch messages:<\/strong> Introduce what’s new to current users and build trust by showing you’re acting on their feedback.<\/li>\n
  3. Pre-order messages:<\/strong> Build anticipation before a product or feature set is available.<\/li>\n
  4. Future sales campaign messages:<\/strong> Promote a limited-time offer and create urgency around a launch date.<\/li>\n
  5. Event announcement messages:<\/strong> Announce webinars, podcasts, workshops, and other events.<\/li>\n<\/ol>\n

    26 Launch message examples for SaaS<\/h2>\n

    The curated examples below show you launch messages from SaaS teams and the best practices they got right.<\/p>\n

    1. Slack new feature announcement<\/h3>\n

    Slack announced a new feature with a small but eye-catching slideout. It’s fast, simple, and tells the user what they can achieve with it.<\/p>\n

    \"slack-feature-announcement-collapsed\"
    Slack’s in-app new feature announcement.<\/figcaption><\/figure>\n

    Clicking “learn more” opens a modal explaining the feature in more detail, including who can use it and what to expect.<\/p>\n

    \"slack-feature-announcement-expanded\"
    In-depth version of Slack’s in-app new feature announcement.<\/figcaption><\/figure>\n

    The expanded version also directs users to further resources if needed. This is a good example of combining message types to support one launch in increasing levels of depth.<\/p>\n

    2. Slack feature update in-app message<\/h3>\n

    Sometimes a short embedded video is all a feature enhancement needs. Slack introduced a new way to format messages through a GIF tooltip showing users exactly how to use it.<\/p>\n

    \"slack-feature-update-announcement\"
    Slack’s in-app embedded tutorial GIF.<\/figcaption><\/figure>\n

    Many users are visual learners who prefer watching a video or GIF to see how easy an updated feature is to use instead of having to read about it in release notes<\/a>.<\/p>\n

    3. Asana in-app new feature modal announcement<\/h3>\n

    Triggering a modal on sign-in is a great way to announce a new feature because it immediately grabs the user’s attention and sets expectations from the start of their session. Asana uses short, benefit-led copy like “get real-time, actionable insight into work” to appeal directly to the user and prompt them to get started.<\/p>\n

    \"asana-feature-announcement\"
    Asana in-app new feature modal announcement.<\/figcaption><\/figure>\n

    4. Miro’s “what’s new” in-app pop-up<\/h3>\n

    Miro keeps a feed with this in-app pop-up available inside the product. This means even after closing the login modal, the latest updates stay one click away. It’s common practice for teams rolling out enhancements continuously who want to avoid cluttering the UI with a million different tooltips.<\/p>\n

    \"miro-whats-new-popup\"
    Miro’s what’s new in-app pop-up.<\/figcaption><\/figure>\n

    5. InVision product landing page<\/h3>\n

    Similar to Slack’s slideout, InVision uses a dedicated landing page to promote its Freehand product, linking to a dedicated website and appealing directly to the user by emphasizing the collaboration that matters to them most.<\/p>\n

    \"freehand-landing-page\"
    Freehand landing page.<\/figcaption><\/figure>\n

    6. InVision feature improvement in-app message<\/h3>\n

    Product enhancements can be communicated in-app with short messages. InVision uses a colorful pop-up to inform users of feature improvements. The star emoji makes it feel informal and exciting, as if the user is there on the ground floor with the developers working on the product.<\/p>\n

    \"freehand-feature-update-popup\"
    Freehand feature improvement in-app message.<\/figcaption><\/figure>\n

    7. Mural customer education launch banner and form<\/h3>\n

    Using the same technique as InVision, Mural drives traffic to a new educational resource using a banner aimed at attracting new users through new templates.<\/p>\n

    \"mural-customer-education-banner\"
    Mural’s customer education launch banner.<\/figcaption><\/figure>\n

    The banner above takes you to a landing page with content personalized based on your answers to their microsurvey<\/a>.<\/p>\n

    \"mural-customer-education-form\"
    Mural’s customer education form.<\/figcaption><\/figure>\n

    8. Airbnb using tooltips and modals in-app<\/h3>\n

    Airbnb shows how in-app messages can combine formats, alternating between tooltips and modals of varying sizes to tailor visibility to user interest.<\/p>\n

    \"airbnb-tooltip\"
    Airbnb’s in-app tooltip.<\/figcaption><\/figure>\n

    Airbnb uses a small modal to highlight a new feature, offering a more in-depth description only if the user chooses to interact. This protects user choice instead of forcing updates on them.<\/p>\n

    \"airbnb-modal-collapsed\"
    Airbnb’s in-app modal (collapsed).<\/figcaption><\/figure>\n

    The full details are only revealed once users click to expand the full-sized modal.<\/p>\n

    \"airbnb-modal-expanded\"
    Airbnb’s in-app modal (expanded).<\/figcaption><\/figure>\n

    9. Revolut launching new features and products in-app<\/h3>\n

    Similar to a “what’s new” launch, Revolut runs monthly updates that showcase a series of short in-app modals introducing new features and enhancements. Engaging with either message takes the user to the relevant part of the app for more detail.<\/p>\n

    \"revolut-card-redesign-announcement\"
    Revolut’s announcement of a new card design.<\/figcaption><\/figure>\n

    Short, on-point text paired with large visuals delivers the message fast while the empty space in the layout draws the eye toward the accompanying image.<\/p>\n

    \"revolut-feature-update-announcement\"
    Revolut’s expansion of an existing feature.<\/figcaption><\/figure>\n

    10. Intercom uses in-app chat for a community launch campaign<\/h3>\n

    Intercom’s chatbot is probably what it’s best known for, and the company uses it to announce things too. Paired with other messages like a launch email, it shows that a chatbox can be used for more than in-app support<\/a>.<\/p>\n

    \"intercom-chatbot-announcement\"
    Intercom’s community launch promotion with its in-app chatbot.<\/figcaption><\/figure>\n

    11. Figma product enhancements in-app modal notification<\/h3>\n

    Figma’s modal pairs image and text to showcase a new enhancement. It offers two CTAs with a”show me how” that launches an interactive walkthrough<\/a> guiding users through the change, and an alternative “learn more” for users not ready to use the feature just yet.<\/p>\n

    \"figma-product-update-modal\"
    Figma product enhancements in-app modal notification.<\/figcaption><\/figure>\n

    12. Userpilot’s email newsletter for educational resources<\/h3>\n

    Userpilot’s weekly newsletter keeps our audience engaged with product tips, launch messages, and industry news. The subject line does double duty of setting the expectation of what’s inside while also building excitement.<\/p>\n

    \"userpilot-newsletter-promotion\"
    Userpilot’s State of\u00a0SaaS <\/span>Onboarding newsletter email.<\/span><\/figcaption><\/figure>\n

    13. Miro and Zoom integration email announcement<\/h3>\n

    Miro’s new feature announcement email for its Zoom integration shows that one short message is rarely enough. In most cases, you need a sequence across channels. The subject line is short and direct about the benefits of using the integration.<\/p>\n

    \"miro-zoom-integration\"
    Miro’s Zoom integration email announcement.<\/figcaption><\/figure>\n

    14. Miro product updates email<\/h3>\n

    Miro also runs the email version of its in-app “what’s new” modal, packing several enhancements into one message. The subject line “What’s new in Miro” is about as direct as a product update email can get.<\/p>\n

    \"miro-product-update-email\"
    Miro’s product update email.<\/figcaption><\/figure>\n

    15. ActiveCampaign Marketplace email campaign<\/h3>\n

    ActiveCampaign’s product is email campaigns, so its own launch emails should be held to a higher standard due to the team’s first-hand expertise. What stands out in their email sequences is the text-only approach, compared to the image-heavy examples above. Whether text-only or a text-image combo wins is worth testing against your own audience rather than copying blindly, since different audiences will have varying media preferences.<\/p>\n

    \"activecampaign-marketplace-email\"
    ActiveCampaign Marketplace email campaign.<\/figcaption><\/figure>\n

    16. ActiveCampaign conference promotion email<\/h3>\n

    This email promotes an ActiveCampaign conference as part of a series, showing how even text-heavy messages can work so long as the design stays consistent with the rest of the brand’s emails.<\/p>\n

    \"activecampaign-conference-email\"
    ActiveCampaign conference promotion email.<\/figcaption><\/figure>\n

    17. Figma’s FigJam launch email<\/h3>\n

    Figma announced its FigJam beta by building the email design around the product itself. It highlighted the sticky notes, diagrams, and emoticons that are the same features included in the whiteboard tool being launched. It also gives readers options to start jamming, watch the keynote, or read the recap so they can choose how they’d like to proceed.<\/p>\n

    \"figjam-launch-email\"
    FigJam product launch email.<\/figcaption><\/figure>\n

    18. Framer’s “what’s new” email newsletter<\/h3>\n

    Framer’s text-only newsletter is packed with information despite being much shorter than ActiveCampaign’s, all leading to a CTA that gets readers to join Framer’s Discord community.<\/p>\n

    \"framer-whats-new\"
    Framer’s what’s new email newsletter.<\/figcaption><\/figure>\n

    19. Doit’s follow-up product improvement email<\/h3>\n

    Doit’s follow-up message matters just as much as the initial launch because it tells users what’s progressed since launch and reminds them to check it out. It’s also a good way to ask for feedback, especially for beta products.<\/p>\n

    \"doit-beta-invite-email\"
    Doit uses email to invite users to try the latest product improvements.<\/figcaption><\/figure>\n

    20. Mural’s educational events email<\/h3>\n

    Mural uses customer education as a growth strategy, and email is its main channel for promoting upcoming events. An attention-grabbing subject line reaches its existing user base and could even be forwarded to others in their network who’d be interested in the same topics.<\/p>\n

    \"mural-event-promotion-email\"
    Mural promoting their educational events using email.<\/figcaption><\/figure>\n

    21. Loom product updates announcement email<\/h3>\n

    “New in [brand name]” is a recurring product launch email format across SaaS. Loom runs it as a monthly newsletter, rounding up everything that shipped in the past month.<\/p>\n

    \"loom-product-update-email\"
    Loom product update email.<\/figcaption><\/figure>\n

    22. SparkToro beta launch email invitation<\/h3>\n

    SparkToro’s beta launch invitation is automated but reads as personal, written like Rand himself is inviting the reader. This makes it harder to ignore than a generic broadcast announcement.<\/p>\n

    \"sparktoro-beta-invite-email\"
    SparkToro beta invitation email.<\/figcaption><\/figure>\n

    23. ProductLed Summit promotion email<\/h3>\n

    ProductLed uses an event announcement email to promote its summit to past attendees, optimizing content based on who received it. Someone who has attended before gets an early access reminder with an incentive to share the news.<\/p>\n

    \"productled-event-promotion-email\"
    ProductLed Summit promotion email campaign.<\/figcaption><\/figure>\n

    24. ProductLed Summit discount email<\/h3>\n

    A completely different email promoting the same event leads with a limited discount instead, giving users a sense of exclusivity around the early bird offer.<\/p>\n

    \"productled-discount-email\"
    ProductLed Summit discount email.<\/figcaption><\/figure>\n

    25. Asana’s new product enhancement email<\/h3>\n

    Asana’s enhancement email references a previous announcement to sharpen the impact of this one. Three more languages might not sound like much until you find out it’s on top of four other languages launched earlier, signaling that Asana is continuously expanding its reach through localization.<\/p>\n

    \"asana-product-update-email\"
    Asana new product enhancement email message.<\/figcaption><\/figure>\n

    26. Squarespace add-on promotion email<\/h3>\n

    Squarespace’s add-on promotion email is a strong example of sharing a limited-time offer with existing customers, using early access to build loyalty. A personalized discount code for each user (e.g., JAKEFIFTEEN) further reinforces that sense of exclusivity by including the user’s name.<\/p>\n

    \"squarespace-addon-promotion-email\"
    Squarespace add-on promotion email campaign.<\/figcaption><\/figure>\n

    Best practices for launch messages in SaaS<\/h2>\n

    Now that you’ve seen what strong launch messages look like in practice, here are the principles that separate those that drive engagement from the ones that get dismissed.<\/p>\n

    One message is never enough: Build a sequence<\/h3>\n

    I don’t think of a launch as a single broadcast you send once and move on from. Your launch messages should reach users at different stages. Send launch messages before launch to build anticipation, at launch to announce what’s available, and as a follow-up to remind users who haven’t tried it yet or to collect customer feedback<\/a> from those who have.<\/p>\n

    Write copy that earns attention before the user dismisses it<\/h3>\n

    Whether it’s a subject line, email copy, or an in-app message<\/a>, I’ve found that the way you phrase a launch message shapes whether someone acts on it. Be contextual, don’t disrupt users, use a teaser to entice them, and give them a reason to read. Your title needs to make the message’s relevance immediately obvious before you lose their attention or interest. Keep the tone conversational, tell users what’s in it for them, and test different copy or formats against each other since different users respond to different formats.<\/p>\n

    Give each message one job and one CTA<\/h3>\n

    Asking someone to do multiple things in the same message confuses them and causes inaction by way of analysis paralysis. Build each message around a single ask. Want them to subscribe to a webinar? Ask them to do that and only that! Conversely, if you want them to try a new feature right now, then make that the only CTA in the message.<\/p>\n

    In-app vs. email: Choosing the right channel for each launch<\/h3>\n

    In-app messages are contextual, timely, and highly visible. They’re triggered based on where users are in their journey, personalized by segment, and more likely to catch the eye because the message appears within the product that they’re already using. As such, you should use in-app for immediate feature discovery and onboarding nudges. Email supports in-app messages by reaching users who aren’t currently in the product and keeps people updated without cluttering the UI. That said, it depends heavily on the strength of your subject lines since you can’t control when someone opens it. Use email for pre-launch, follow-ups, and re-engaging inactive users.<\/p>\n

    The best approach is to use both, but with intentional sequencing rather than sending them simultaneously or picking between the two.<\/p>\n

    The bottleneck has shifted: Launch messages are how you keep up<\/h2>\n

    AI has removed the production bottleneck and allows for faster updates, leaving adoption as the only constraint. Features that ship without a communication plan get buried under the next releases on the horizon. The 26 examples above show what it looks like when product and marketing teams treat launch messages as high-priority deliverables instead of bare-minimum afterthoughts. As such, they send launch messages personalized to each audience, sequenced across channels, written with a clear goal, and contextually triggered based on user behavior.<\/p>\n

    Building those in-app modals, slideouts, tooltips, banners, and behavior-triggered emails without waiting for engineering support is where Userpilot comes in. Book a demo<\/a> to see how you can create and distribute launch messages using Userpilot without writing a single line of code!
    \n
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    What type of launch messages do you use when announcing new features or product enhancements?Should you go with in-app notifications or a product launch email sequence? Short answer: both. Read on for the benefits of each and some examples.<\/p>\n","protected":false},"author":24,"featured_media":642860,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[293],"tags":[301,433,307,468,859,135,305,51],"class_list":["post-9721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-marketing","tag-email-marketing","tag-email-marketing-software","tag-in-app-communication","tag-in-app-messaging","tag-product-launch","tag-product-led-growth-marketing","tag-saas-email-marketing","tag-user-onboarding-experience"],"acf":[],"yoast_head":"\nLaunch Messages: 26 In-App & Email Examples for 2026<\/title>\n<meta name=\"description\" content=\"See 26 in-app and email launch message examples and the best practices that make launches land as shipping speeds up in 2026.\" \/>\n<meta name=\"robots\" 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