How to Write Effective Announcement Emails to Reach More Customers 

announcement emails cover with woman sillhouette shouting on a megaphone

Announcement emails are an opportunity to tell your subscribers about an update, product launch, events, or a pre-order opportunity.  

There was a time when your email list grew substantially. You felt happy because more people on your list meant more sales, eventually. But if your revenue is stagnant despite a huge email list, you aren’t using announcement emails to your advantage. 

Think about why people signed up to your email list in the first place — they wanted to be up-to-date about your brand.

But to create compelling email messages that will move your audience to take the desired action, you need to understand the basics — let’s start with what an announcement email is, when to use it, how to set it up, and some examples and best practices to follow.

What is an Announcement Email?

Announcement emails are formal messages sent to subscribers to inform them about special business updates. 

Business announcements can contain:

  • Product launches,
  • Company events,
  • Employee changes,
  • Policy updates,
  • Newsletter subscription confirmation.

While we’ll focus on business communication on this page, announcements can also be used in politics, education, non-profits, and other industries to inform and engage consumers. They also prevail in personal event updates such as weddings, births, etc.

These emails are versatile and aim to solve customer challenges. But to understand and use them sensibly, you must know their characteristics.

Key Characteristics of Announcement Emails

The main point of sending this type of an email is to prepare your audience for what is to come. This means telling them why your message is important and how it will change their lives. 

Remember these attributes while crafting your messages:

  1. Clear subject line: Provide a clear and consistent subject line that encourages recipients to open your emails and engage with them. 
  2. Professional tone: Announcements are usually formal and meet the subscriber’s expectations. 
  3. Structured content: Announcement emails follow a specific structure — they tell readers what the email is about, why it is important, and seek a response from the audience if required.
  4. Relevant information: These emails address the specific interests of the audience. For example, product launch updates, company milestones, or other important updates.
  5. CTA (if applicable): Certain messages may contain a CTA urging customers to follow up on the specific instructions.
  6. Distribution list: These emails are never random — they are sent to a segmented list of users with similar interests and product knowledge. 
  7. Visual elements: Visual elements apply to product launch messages and other events that require graphics and images.
  8. Date & Time: Announcement messages usually contain the event’s timeline or update. They also provide an overall context for better audience engagement.
  9. Brand consistency: Most people recognize brands just by their colors. So, these messages typically maintain consistency across all emails.

Writing an announcement email is simple if you gather the right elements. Create a format and follow these tips to write effective messages.

How to Write Announcement Emails? 10 Easy Tips

Good email copywriting and sound strategy help gain customer attention.

Follow these 10 tips to write captivating messages:

  1. Provide a glimpse of the content in your subject lines — use compelling phrases and create hype to capture the audience’s attention. For example, “Breaking News: [Your Company] joins hands with [partner company]”
  2. Personalize the salutation, starting with the recipient’s name. You can also include customized messages based on their sales journey and preferences around your brand.
  3. Start with a strong opening and briefly introduce the announcement.
  4. State the benefits of the message and give essential information about the event, including date, time, location, and other relevant details.
  5. Choose words that evoke excitement and emotion to convey your messages. For example, “Begin your fitness journey with Mealtime’s affordable plans.”
  6. Use appropriate visuals and graphics where necessary. If it’s a product launch, make sure to include high-resolution images of your product.
  7. Break your email into sections and highlight important information for easier viewing.
  8. Ensure your emails are formatted for all device types.
  9. Write your CTA packed with action verbs, for example – “Visit Mores Cafe today for a relaxed cappuccino experience.”
  10. Conclude your email by expressing gratitude to customers. For example, “Thank you for being a part of our valuable team.”

If you are fresh in the business, scheduling and tracking these emails might be challenging. Luckily, we have a solution for you!

How to Send Announcement Emails With Campaign Refinery 

For any email message, you can choose a customizable email campaign type from the Campaign Library and start building from there. 

To send a single email, add your mailing list, create a campaign from the campaign library, and send it.

For multiple messages, such as promotion announcement emails, personal, or product announcements, use our automation rules feature to schedule them based on triggers.

Create trigger events with these steps:

  • Select a campaign from your campaign list,
  • Click on the automation tab to create or edit it,
  • Define the rule by choosing the trigger action,
  • Add a tag to the contacts who performed the trigger action,
  • Save the automation, and you’re all set to send announcements!

While sending emails with Campaign Refinery is straightforward, you need to know the types of announcements to avoid mixing them up. We know the real challenge lies in crafting each email to perfection. 

So, here’s a brief overview of each type, how to craft them, and real-world examples. 

B2B Announcement Email

B2B announcement emails are great for sharing important updates, information, or news with your partners. These emails can cover various topics, such as product launches, partnerships, policy updates, and event invitations. 

The two key aspects of this email type are:

  1. Being an identifiable sender: Your sender name must be consistent and easily recognizable as coming from a reputable business. This increases trust and credibility with your customers.
  2. Professional tone: Keep your tone professional and clear – while using industry language is okay, keep it minimal to avoid communication gaps.

A well done B2B email marketing strategy can help you turn every message into a profit-making machine.

Product Launch Email

You may have a great product, but if you don’t send a message about it, you risk losing potential sales. A product launch email is an opportunity to stir excitement and interest among your customers. 

You should include these elements in a product launch email:

  1. The product you’re launching,
  2. It’s features and benefits,
  3. Pricing,
  4. How customers can access and buy the product.

A good product launch email says enough to pique curiosity and save the rest after a customer shows interest. This means your email must accompany the following:

Email Element What it Does
Subject line A clear and concise subject line captures attention.
IntroductionBriefly introduces your product and provides a teaser.
VisualsHigh-resolution graphics and images showcase the product quality.
Key featuresYour product features and unique selling points demonstrate your product value.
Benefits and value propositionHighlights the benefits and discusses how the product can change the customer’s lives.
Availability and pricing Shows information on when the product will be available and its pricing.
Social proofTestimonials or reviews from beta users increases trust.
Thank you and gratitudeExpresses gratitude to customers for being a part of the journey.
Elements of a product announcement email

Product Launch Emails – Best Practices

You can’t send one product launch email and expect the sales to pour in — your entire email campaign must be well-planned and sequential to retain the audience’s interest. 

Follow these tips to craft compelling launches:

  1. Plan a sequence of emails: Time your launch emails in advance to ensure your audience has ample time to respond to them. Build anticipation two weeks before the launch, announce the product one week before the launch, and share the excitement on the launch day. You may also follow up with a reminder to try your new product.
  2. Write shorter subject lines: Keep your subject lines ideally under 50 characters and use urgency to promote them. 
  3. Visual appeal: It’s all about your products, so make them stand out. Use high-resolution images and videos to make your customers stay.
  4. Interactive elements: Use GIFs, polls, or AR to make your emails memorable.
  5. Include multiple CTAs: A product launch email sequence is a great way to include various CTAs throughout your email. Make sure to strategically place them in prominent places; below the email header, image, or after the body copy.

What Does a Great Product Launch Email Look Like

This product launch email from Krispy Kreme does the magic — with mouth-watering images and CTAs at the top, the brand knows how to capture the reader’s attention and make them take the desired action.

New Feature Release Announcements

What if you already have a product on the market and have recently developed a new feature that solves a previous customer pain point? This is where you create a feature release to educate your loyal customers about your product’s full potential.

Remember these tips the next time you create a new feature release email:

  • Share updates only on relevant and important features.
  • Use engaging language like “Did you know” or “Exciting news” to increase your email open rates.
  • Show the value of your new features and how it solves an existing pain point. Use language accordingly, for example, “Having trouble with your email software?”.
  • Provide detailed instructions on how users can get started on the new feature. You can also include videos for better reach.
  • Express genuine interest in user feedback to keep improving your product.

New Feature Announcement Email Example

Audienceful introduces its new collaboration feature in a simple yet powerful manner. They convey product efficiency through the image and follow up with a brief introduction to the feature. Right before the CTA, they mention their discounts on annual billing, which is a strategic place to gain user attention.

Pre-order or Waitlist Announcement Email

A launch of a new product requires excitement and anticipation around it. Generally, customers want to be the first to try out a product, and pre-order announcements provide a perfect opportunity to do so. They also help you determine the product demand and how many units you will sell.

Also, you can collect email addresses to stay in touch with your customers during product launches. To create a sense of urgency, your email copy must be conversational and informative at the same time. 

5 benefits pre-order announcement emails can bring you:

  1. Anticipation: By providing a sneak peek or teaser, you will create hype before the official product launch.
  2. Early sales: Encouraging customers to pre-order your products help you secure sales before the actual product launch. 
  3. Exclusivity: Motivating customers with exclusive perks such as limited editions, special pricing, or early access creates a sense of exclusivity. This makes them act quickly to secure those benefits.
  4. Customer insights: Monitoring your pre-order email data can provide insights into customer behavior and preferences. You can use this data to further refine your marketing strategies.
  5. Valuable feedback: Customers who receive the product early will be able to provide positive reviews and help build trust on potential buyers.

Pre-order/Waitlist Email Example

Mous introduces its iPhone cases with a powerful CTA, urging customers to try the cases before they run out. 

Mous Pre-Order Announcement
Mous Pre-Order Email Announcement. Source

Event or Webinar Announcement Emails

A webinar or event announcement is a great way to ensure your customers fully utilize your products, especially if you are a SaaS company and handle multiple products. If you are hosting one of these events, you need to make an announcement for your customers to be ready.

Things to include in your webinar or event announcement emails:

  • Describe the type of event and add the date in the subject line.
  • Set expectations by providing a clear overview of the event or webinar.
  • Share the agenda — topics to be covered, key speakers, and any other relevant information.
  • Guide readers to a compelling landing page to know more about your event or webinar.

Event or webinar announcement Example

Roka uses a straightforward approach to announcing its training glasses by dropping names of well-known athletes who helped design the glasses. This increases brand credibility and trust for potential customers.

ROKA Event Email Announcement
ROKA Event Email Announcement. Source

Policy Update Announcements

When something changes within your company, policy update emails are the right way to update your customers. Since these emails can become too technical, it’s important to maintain a clear and concise tone for easier understanding.

Include the following in your policy update emails:

  • Highlight the policy name and include a detailed analysis of it. This helps readers quickly identify the key message.
  • Use bullet points or a numbered list to break down information and highlight key points.
  • List additional details such as new procedures or important deadlines.
  • If you must show proof of policy change, attach the documents for increased transparency.
  • Express appreciation for customer loyalty and be open to queries and concerns.

Writing Effective Policy Update Emails: Quick Tips

  1. Use plain language: Avoid industry jargon and use simple language, regardless of the reader’s level of expertise or familiarity with your business.
  2. Highlight key changes: Be specific and provide sufficient details for the reader without overwhelming them. Bullets and numbered lists are a great way to establish a structure and increase readability.
  3. Provide context: Tell your readers why your policy is changing and what they can expect going forward. 
  4. Action items: If there are new items or deadlines to follow, ensure your recipients are aware of them. 
  5. Provide additional resources: Add an FAQ section or include a full policy document for readers to understand the changes.
  6. Encourage questions: Invite recipients to reach out in case of concerns or queries and provide the contact information of the person responsible for handling it.

Example of a Good Policy Update Email

Discord uses a clean-looking email template with bullet points for better readability. The policy updates are clear and concise, with dates when the policy will take effect. This is especially important if you change main policies that directly impact your customers’ regular activity.

Discord Policy Update Email
Discord Policy Update Email. Source

New Partnership Deals

Companies often partner with other businesses to expand their customer base and increase revenue. Partnership announcements contain important details such as the reason for the partnership and how each party benefits from each other.

Partnership emails can provide the following benefits:

  • New customer acquisition,
  • Enhanced business credibility,
  • Positive relationship building,
  • Access to new customer data,
  • Increased brand awareness and revenue.

Tips to Write Great Partnership Emails

  • Express excitement: Start by telling your subscribers the happy news and details about your decision to join your partner company.
  • Highlight the partner: Provide a brief overview of the partner’s company and tell readers why the collaboration is a positive development.
  • Share a story or case study: If applicable, showcase a case study of how the partnership has impacted others.
  • Cross-promotion initiative: Encourage the recipients to share the exciting news on social media for added coverage.
  • A follow-up communication plan: Have a follow-up strategy to keep the momentum alive. It could be more updates, additional announcements, or joint initiatives.

New Partnership Email Example

Dropbox and Unsplash partnership is well announced in this simple reading email. Their CTA is straightforward and urges readers to learn more about the partnership.

Unsplash & Dropbox Partnership Announcement Email
Unsplash & Dropbox Partnership Announcement Email. Source

Newsletter Subscription Announcement Email

If you have an email newsletter coming up, you can use a well-designed email template to let readers know about it. Create a warm and engaging welcome and mention the benefits of subscribing to your newsletter.

Follow these guidelines to write an intriguing newsletter announcement:

  • Start with gratitude: Thank your readers for their time and make them feel appreciated.
  • Set expectations: Clearly outline what the readers can expect from your newsletter — timing, frequency, content type, and exclusive benefits.
  • Create anticipation: Keep the readers wanting more through a cliffhanger — send teasers about future newsletters and offers they could benefit from.
  • Provide additional value: Give your readers a solid reason to subscribe to your newsletter, which could be exclusive content, promotions, or industry insights from being a part of your newsletter community.
  • Encourage engagement: Ask questions or use polls and quizzes to prompt readers to interact with your email. 
  • Direct to resources: Guide readers to explore your website or other resources that tell them more about your business and offers.
  • Add a personal touch: Sign off with a warm greeting by including your name and title. You can use fun and engaging words in your email signature to make your emails sound more friendly.
  • Use a creative CTA: Make your CTA stand out with creative words like “Walk to the moon with Miranda.” or “Join us to live 1000 years more.”

A newsletter subscription announcement is an opportunity to create a positive first impression with your potential subscribers. Adapt your email templates to fit your brand voice & style and specific offerings.

Newsletter Subscription Email Announcement Example

Pourri’s subscription announcement is detailed and easy to understand. Plus, the brand adds the benefits of subscribing, making it an irresistible offer.

Pourri Newsletter Announcement
Pourri Newsletter Announcement. Source

Promotion Announcement Emails

Announcing employee promotions is a fine way to connect with your teammates and add some personality to your messages. The right email will honor the person and encourage others to support the promotion. 

How to write a promotion announcement email:

  1. Show appreciation: Highlight the employee’s achievements, contributions, and journey with your company.
  2. Outline new responsibilities: Briefly update your team on the member’s new role and associated responsibilities. This will make it easier for teams to communicate internally.
  3. Highlight the opportunity for others: Show that you care about the goals of your entire team — mention how the other team members can excel in their roles based on the current promotion strategy.

A Sample of a Promotion Announcement Template You Can Use

Subject: Congratulations to [employee name] for their new role as [new designation].

Hello team!

Today is all about the hard work and dedication of [name] within our company for [number of years]. I extend my heartiest congratulations to [name], who has helped our company with their skills and talent.

Today, [name] is moving up the ladder to [new position name], and with it comes added responsibilities such as [list their main duties]. 

I wish you the best in starting a new chapter with [company name] on [start date].

Please join me in wishing [name] the best of luck and welcoming them to their new role.


[Your name]

Now that you know how to write compelling announcements, you should learn when to send them for optimal engagement. 

The Best Time to Send Announcement Emails

While there’s no standard time to send announcement messages, we’ve compiled the best send times based on various factors such as peak hours, industry-specific timing, and announcement type.

Announcement EmailsBest Days to SendBest Time to Send
B2B emailTuesday, Wednesday, and Thursday10 am – 3 pm 
Product launch emailsTuesday, Wednesday, and Thursday10 am, 12 pm, and 5 pm
New feature release emailsTuesday, Wednesday, and Thursday10 am, 12 pm, and 5 pm
Pre-order or waitlist emails1-10 days before the launch date
Event or webinar emailsTuesday mid-day 9 am – 1 pm
Policy update emails5-10 days before the event— 
Newsletter subscription emailsTuesday, Wednesday, and Thursday10 am – 3 pm 
New partnership announcementTuesday, Wednesday, and Thursday10 am – 6 pm
Promotion announcementAnyday 1 pm – 3 pm
Best time to send announcement emails

Sending announcement messages depends on your audience type and your marketing goals.

4 Key Guidelines to Send Your Announcements Promptly

  1. Understand your audience type and time zone. For example, if most of your audience are professionals, consider sending emails between work hours.
  2. Avoid peak hours, ideally between 11 am – 7 pm.
  3. A/B test different timings to settle on the best time.
  4. Analyze past performance to understand and optimize your timing accordingly.

Announcements are Easy with Campaign Refinery. Here’s Why:

With plenty of announcement email types, designing, optimizing, and sending them can quickly become overwhelming. You may face low email deliverability, audience engagement, or even legal complications without a proper email platform. 

Campaign Refinery ensures the emails reach your recipients — our clients have reported a 600% increase in email deliverability rate after joining us. 

The tools and processes seamlessly integrate into your workflow, helping you achieve your email marketing goals.

Campaign Refinery’s notable tools and features include:

  1. Automatic email list cleaning: Removes harmful and invalid email addresses even before you hit the send button.
  2. Engagement Gamification: This helps you engage your subscribers with reward points for each open and click on your emails. This improves email deliverability and, eventually, your sender reputation.
  3. Evergreen Flash Sales: Time-sensitive offers to help you promote urgency and increase sales.
  4. A Credit System: Campaign Refinery incentivizes customers to send emails to a small, more engaged group, increasing email deliverability and revenue.

Plus, with more than 800 integrations with marketing tools, sending your announcement emails is easier than ever. 

Apply to become a client and learn how Campaign Refinery can enhance your email marketing performance!

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