1. Use Visuals in Your Product Update Emails
83% of humans are visual learners.
The source is that number is really difficult to track down, but design firm Alphachimp believes that it is a moot point. Saying that 83% of people are still visual learners is like you are declaring that 83% of people think that the legs make walking easier! The simple fact is that nearly all of humans benefit from the visual aids.
There are so many companies that make use of the visuals to support their product updates but a handful of them really stand out.
Example 1: Buzzsumo
The Buzzsumo uses a screenshot of their product that has features of the update, in this case search filters. This is as simple as it seems, and it is a great starting point for those businesses that are not sending product update emails yet. Active users will understand immediately how the new feature works based on the visual alone, while other users can just read the copy for context.
The Buzzsumo also includes links where the users can view the new feature in action. This update is both accessible and also actionable, which is everything you want in a product update email.
Example 2: Invision
As a company focusing on helping designers, it is not surprising that the Invision‘s email looks so good. But what they have done with the image is actually more than beautiful, it is functional.
Coupled with the short copy that is below it, the image triggers an “aha” moment for an Invision customers who have been searching for a way to improve the collaboration. This is no stock photo it is a static demonstration of how the new feature looks.
2. Be Consistent.
Consistency relies on two mainly important factors:
The Constraints and the Expectations
Here’s what it means.
The Constraints, like a schedule, it actually boost creativity. The Writer James Clear committed to a twice weekly publishing schedule, regardless if he felt like writing or not. That constraint already turned him into a better writer and a very popular blogger.
The Expectations are just the handshake deal you make with your customers when they purchase your product or subscribe to your emails. If you have promised a daily email like Digg, you better don’t fail to send an email every day. And if you have promised a bimonthly newsletter like the Moz, you better not start sending 10 emails every month.
“Constraints + Expectations = Consistency“
When it comes to the product update emails, it is best for you to commit to schedule. That way, you will be forced to evaluate your product development on regular basis and your customers also will expect to hear from you.
Example 1: Periscope
The Periscope, a data visualization tool, has been sending product updates to me every Monday since I signed up. It’s not new cos i expect them now, and also look forward to seeing what their new features can help me get more value from the product.
Example 2: Zapier
The Zapier make use of the same weekly update strategy.
But because the Zapier has so many partners, and also so many updates, they make use of the email to drive their customers to their site where they can start explaining each in greater detail.
Notice also that the Zapier includes a call to action to do an upgrade for a premium account. This place is perfect to include a strong CTA since the entire body of the email is focusing on increasing the value of the product.