A SaaS company is built on the foundation of regular product update emails.
Provide you with an opportunity for product update emails and demonstrate to your clients that you value their feedback and are working to improve the product. They can be a great way to boost growth by upgrading current customers, reducing churn, or converting potential customers if done correctly.
Keep a Changelog with all notable updates For a SaaS company
that is constantly improving the product, it is a good idea to keep a list of all notable updates so that customers and potential customers can see how far you’ve come. This will help you get the most out of your product update announcements. You can accomplish this by publishing a changelog on your website, which is essentially a list of significant product changes. General announcements for important updates Personal updates to specific customers. Keep in mind that you probably shouldn’t have to include every update; instead, concentrate on the most important issues.
Additionally, you can accomplish this by posting each update to your company blog. To make it easier for readers to browse, you could create a separate section with the title “product updates.”
Major update general announcements If you’ve made a change that needs to be known by all of your users, you should mention it in more places than just your changelog.
Blog and other social media platforms
You don’t think it’s important. You might want to use all of the channels if it’s an important update: Send an email, include a pop-up in your app, invite all of your users to a webinar, post the announcement on your blog and social media, etc.
Individual updates for a select group of customers When a new feature that piques the interest of a select group of customers or users is made available, send a private message to let them know. While most businesses issue general announcements and maintain a changelog, very few send individual updates. This could make you stand out from your competitors.
Find out who is interested in the update and how important they are to them to get started.
Who cares about the update to your product?
Most of the time, only a few customers or users will be interested in a new feature or update. Customers who have specifically requested it, particularly significant users or strategic customers, potential customers for whom you would like to sign up, and stakeholders who are generally interested in your updates are examples of these groups. The first step is to determine these groups for both your product and business.
What significance does the update have for them?
Think about each group of customers who will be concerned about the new importance of your product. Do not confuse the amount of time spent developing a new feature with its importance to your customers. You could combine the announcement with another update that is about to be released if the update isn’t really that important. Be careful not to send updates to your customers that aren’t relevant.
Which method is the most effective?
Because you want these messages to be personal, you always use email. Utilize a tool like Convas if you want to send personalized emails on a regular basis when you launch a feature that a customer specifically requested. Our product update announcements function in this manner. These updates will delight your customers!
You could also text or call your clients if you live nearby. Keep in mind that you are providing the recipient with useful and pertinent information.
Write the message and send it out now that you have your plan in place.
Make sure that your message focuses on the benefit to customers, regardless of the method by which you share your product update. This is a fantastic opportunity to communicate directly with your clients. By focusing on them, you can demonstrate to them that they are valued and seen.
The best product update email can be created using these seven tips. Of course, not every email campaign is the same. You should write a great email about a product update, not just an email about product updates, right?What’s next:
1.Choose the people with whom you want to share information. What and how you share will be decided by your audience. If your recipients are developers, it makes perfect sense to get into technical details. However, if they are social media marketers, you might want to tone down your boasting about your code.
Divide and conquer is a wise strategy when dealing with multiple user segments.
Particularly, segment your audience. Then, come up with specific messages that are tailored to each group’s requirements and preferred tone.
The value of recent product updates is the most important thing. Best asserts, “Providing a customer-centric experience will guarantee that you focus on the benefits.”
Dovetail Source has a sample of an email for a product update. Dovetail doesn’t just say that video highlights are now available. They discuss specific use cases, which are also referred to as user research stories, and the benefits they will provide to the community (inspire team action and bring insights to life).
Successfully made it easier for customers to use your product.
Will they be able to save time, money, or both with the update? Will the update enable them to expand into new markets or generate additional revenue?
If you emphasize the reason, everything will be fine.
Keep it brief, to the point, and simple. Emails about product updates ought to be shorter and more specific whenever possible.
We only require the specifics, so personal essays that appear to belong on a recipe blog are not accepted. Optimize for clarity without sacrificing the tone or personality of your brand because your target audience may only have a few seconds to absorb your message.
Naturally, it can be challenging to streamline go-to-market messaging.
When coordinating the perspectives of various company stakeholders: the engineers and designers of the products, as well as the marketing, sales, and customer success teams.
Best asserts, “The winning approach is solid collaboration between all the teams and keeping the customer’s needs in mind.”
…but also keep it fun and lighthearted. A good product update ought to be light, enjoyable, and simple to comprehend. Visuals can be an effective tool for quickly conveying a concept or mood and simultaneously adding humor to your important update.
“A screenshot, gif, or short video is a great way to drive user engagement and really showcase the value of the updates,” according to Best.
The colors and graphics in this Glitch email are so fun. So fun!
A Good Example of a Product Update Email: Make it Simple to Act A well-written email for a product update not only educates but also captivates readers. You could end with a convincing call to action (CTA) or, even better, use AMP for Email to directly incorporate an action into the email.
An innovative Google technology known as AMP for Email lets users submit product reviews or fill out a form right from their email inbox. Prospects do not need to be directed to a landing page. By eliminating unnecessary clicks, engagement and conversion rates can increase by up to 500 percent with AMP emails. )
You can experiment with a wide variety of pre-coded, interactive email applications with Dyspatch. To demonstrate a new savings plan, a financial institution might, for instance, include a live calculator.
Write a compelling email subject line, even if you have the best copywriting and the most compelling action item.
If recipients don’t open the email, you won’t get very far.
If you want recipients to open your email and find out what’s new, give it some love in the subject line.
In the subject line, emphasize benefits or pique interest gently. Subject lines such as “no one likes” are unappealing to read. Best says that you haven’t been getting enough. “The majority of people dislike a lack.”)
She also suggests using humor with caution. If the joke doesn’t hit the mark, you might end up alienating your users, even though a snarky subject line can get people’s attention and deliver on vanity metrics like open rate.
Best advises that “it’s hard to strike the right balance with everyone” and that “we all have a different benchmark for what’s funny.”
Due to the impact on customer retention of regular communication.
It is recommended to use product update emails consistently.
With frequent updates, they not only keep your brand in people’s minds and inboxes, but they also demonstrate that you care about user feedback. Customers ultimately want to know that you will continue to invest in both your product and their success.
According to Best’s assertion, “Sharing recent bug fixes and minor improvements helps your customer base know that you continue to improve your service or platform.””It is evolving rather than remaining constant.