If you’ve sent out email marketing content before, you’ve probably put together an announcement email and not even realized it. After all, one of the biggest reasons why businesses get in touch with their subscribers is to tell them about new and exciting news—and that’s exactly what announcement emails do!

Put simply, an announcement email is a kind of email marketing message that businesses send out to inform their new leads and loyal customers about exciting news, updates, or changes. While announcement emails are usually related to new business ventures or product releases, the sky is the limit. If you’ve got something to announce to your email list, you can create an announcement email.

If you want to make your own announcement email, look no further. This article will provide you with some fantastic examples you can use as inspiration to build your own announcement email template and suggest some top tips and best practices you can implement right away. Let’s get started.

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What is the goal of an announcement email?

The goal of an announcement email is simple—sharing exciting, business-related announcements with email subscribers. Although announcement emails come in many different shapes and sizes, here are some of the most popular types:

Announcement emails are great for both businesses and their customers—they result in more conversions, better sales, and higher event participation rates for companies while delighting customers with gorgeous, relevant marketing content that adds value to their lives.

1. New podcast episode announcement example

The There She Rose podcast is hosted by The Rising Wolf Jamie Sea. She’s an influencer, thought leader, and wealth expansion coach who’s passionate about helping mompreneurs regain their financial power with her signature High Vibe Money Mama framework alongside other dynamic strategies.

We love the way Jamie shares her new podcast episodes with her subscriber list—she puts together simple yet captivating announcement emails that tell the reader a little bit about the episode contents as well as provides direct links to listen on a variety of different platforms like Apple Podcasts, Google Podcasts, and Spotify.

New podcast announcement tips

  • Put the focus on your content. Rather than overwhelming the reader with bright colors, flashy media, and overlapping graphics, keep things streamlined and let your work speak for itself.
  • Show your face. Podcast success is highly reliant on how much the target audience likes the host. Generally speaking, humans also like seeing other human faces in marketing content as it makes the message seem more personal and relatable. That’s why you should include an image of yourself (if you’re the podcast host) in your new podcast episode announcement.
  • Make it easy for your subscribers to listen to your podcast: You can put together the most gorgeous announcement email in the world, but if you don’t make it easy for readers to click links for more information, it won’t be successful at all. If you’re sharing information about a new podcast episode, include clear links to different podcast platforms where readers can tune in.

2. New style announcement example

Sigfus Designs is a jewelry brand based in the Sonoran Desert, but it’s sold all over the world including California, New York, and even Germany. Business owner and designer Lauren Valenzuela loves designing unique jewelry pieces that are equal parts desert, punk, and retro.

Sigfus frequently launches new earring styles, and Lauren has done a great job of putting together a new style announcement email that perfectly captures her designs. Its clean, minimal layout acts as an ideal canvas to let her vibrant new earring styles shine.

New style announcement tips

  • Include lots of visuals: Whether you’re showing your customers new clothing, earring, or accessory styles for the first time, it’s important to let images do the talking. Be sure to choose a product release email template that has lots of space for photos and shows your different new styles from different perspectives and on different models if possible.
  • Share essential details: Don’t just tell your subscribers that you’re launching new styles, but tell them everything they need to know about those styles. For example, be specific about whether they’re now available to buy, are dropping in the next few days, or are available for pre-order.
  • Capture readers’ attention with interesting launch subject lines: As many as 47% of people open emails based on subject lines, so be intentional about those you craft for your announcement emails. A great example for the above email would be “Our colorful new earring styles just went live 🤩

3. New collection announcement example

RJ Home is a vintage and handmade market based in Earlham, Iowa. They’re only open one weekend per month, from Friday to Sunday, and also have an online shop. They also release thematic collections every month, so they’re always sharing their latest finds with their customers.

RJ Home uses the power of the announcement email to their advantage. Since their new collection drops only come around monthly, they send out messages that remind their subscribers about the launch date and build hype.

New collection announcement tips

  • Get specific: Whether you’re a clothing designer launching new spring pieces or a home store owner sharing information about your fresh seasonal collection, your announcement email isn’t the time to be vague. Be sure to tell your customers exactly when they can shop your new collection—RJ Home’s email specifies that very same day at 9am.
  • Tease your collection: Your announcement email should give subscribers an idea of what your collection will contain. RJ Home does that by selecting a subtle background image that shows off some of their new items and providing hints in their email copy.

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4. New merch announcement example

Her First $100K is owned and operated by Tori Dunlap, a money & career expert and financial educator who’s passionate about helping women all around the world achieve financial equality. 

Tori has fantastic email marketing content as she relies on it to share information about everything from educational resources to success stories to her podcast, but we particularly love how she announced the launch of her new merch line to her subscribers.

New merch announcement tips

  • Craft an eye-catching tagline: Subject lines are important for getting subscribers to open your emails, but the work doesn’t end there. It’s just as crucial to captivate them as soon as they lay an eye on your email design and encourage them to read on. One effective way of doing that is with a powerful tagline like Her First 100K’s: “The secret is out, y’all.”
  • Showcase your best product (and make sure it’s on brand): If your merch line includes a whole range of different items like t-shirts, mugs, tote bags, and stickers, make sure your new merch announcement email features the item you think will sell best prominently. It also goes without saying that your merch should fit your brand identity, like Her First 100K’s “Smash the patriarchy” t-shirt.

5. New recipe announcement example

Buttermilk is a baking blog that provides readers with innovative, unique, and delicious recipes they can replicate in their own homes. They’ve got categories for everything from bars to bread to buttercream.

Buttermilk has a strong social media and email marketing presence, so they send out an exciting announcement email when they come out with a new recipe. Buttermilk’s messages get their existing customer base instantly excited to try out their latest creations and make sure subscribers don’t miss a beat.

New recipe announcement tips

  • A picture’s worth a thousand words: Images are always essential to excellent email marketing content, but they’re even more paramount for new recipe announcement emails. Above, you can see how mouth-watering the imagery for Buttermilk’s “Vanilla Bean Brown Butter Cheesecake” and “Super Soft Sour Cream Bread Rolls” are.
  • Include clear CTAs: Both of Buttermilk’s featured recipes have simple yet effective “bake it” CTA buttons, making it easy for subscribers to access the content they’re most interested in. These kinds of CTAs are also useful for analytics because the sender will be able to determine whether they were effective with the target audience or not.
  • Add additional internal links: If you’re letting subscribers know about a new recipe, chances are they’ll be interested in checking out your other treats as well. Here, Buttermilk included two recipes and linked out to a pavlova tutorial in the introduction, giving the readers lots of different opportunities for engagement.

6. Product launch announcement email example

Burgess Sweaters is a sustainable, luxury knitwear and clothing brand based in Newport, Rhode Island. They were founded in 2017 and design timeless essentials that are inspired by coastal living.

This brand has a great way of connecting with their target audience through their marketing messages, and their product launch announcement emails are no different. We’re big fans of their friendly and relaxed tone, on-brand imagery, and how they effortlessly showcase their designs.

Product launch announcement tips

  • Tell subscribers what’s so special about your new release: Remember, you know your business’s products inside and out, but your customers don’t… especially when they’re new. Be sure to highlight all the best features of your new product in your announcement email. Here, Burgess Sweaters get specific about how their new cardigan style is a “light layer to love now” and will keep customers “chic and cozy.”
  • Connect with your customers’ senses: When someone’s buying a new product, they often like to imagine how it’ll fit into their lives and improve their day-to-day. Burgess Sweaters does so masterfully—they show their model looking comfortable and stylish by the seaside, which is exactly how their clothing is meant to be worn.

7. Upcoming event announcement example

‘Cause We Can Events is a wedding planning and design service based in both Nashville and Maine. They love planning events that are unconventional, memorable, and out-of-the-box, so they certainly don’t shy away from a challenge and are ready to take on any kind of celebration couples can dream up.

The ‘Cause We Can Events team also does a lot more than just planning weddings—they also put on lots of different online events for their customers and community. For example, they recently did a presentation called “Using Pinterest for Event Design & Trends for the Wedding Summit Series: Design Edition.”

So, it only makes sense that ‘Cause We Can Events sends out marketing emails that are upcoming event related, like the example above.

Upcoming event announcement tips

  • Provide an agenda (for online events): If you’re using an announcement email to inform readers about an online event, it’s a good idea to include an agenda outlining exactly what your presentation will entail. Here, ‘Cause We Can Events tells subscribers they’ll be covering how to use Pinterest for event design and trends, how to set up mood boards for clients, and examples of where to discover new and upcoming trends on Pinterest.
  • An easily-shareable graphic: When you’re announcing an upcoming event, you want people to share the details with their networks to expand your reach and increase attendance. A great way to do that is by creating a punchy, eye-catching graphic that showcases your branding and includes all the most important information about your event. That way, your loyal customers can easily share it far and wide (and you can even repurpose it for social media posts).

Hint: If you use a top-of-the-line email marketing software like Flodesk, it’s easy to make beautiful graphics without using any third-party design tools like Canva. Instead, you can develop all the imagery within the platform itself, saving yourself lots of time.

8. New promotion announcement email example

Haume is a brand that dedicates itself to home goods and decor—they love helping their customers make their homes into curated spaces and encourage them to think about the value and worth of the places they live in.

One of the most common reasons why businesses send out announcement emails is to let them know about the official launch of a new sale, promotion, or deal. And no matter the industry you work in, Haume’s announcement email above provides a great example of what you should do when you’re sending out your own.

New promotion announcement tips

  • Keep your copy short and sweet: In all likelihood, your subscribers’ inboxes are full of different kinds of email marketing messages. Make sure yours stands out with impossible-to-miss copy that delivers value and gets your point across straight away. In this example, Haume catches the reader’s eye with “VIP Shopping Day + Free Shipping” right off the bat.
  • Use consistent branding: It can be tempting to switch up your email design, colors, and fonts when you’re announcing a new promotion, but it’s best to stick with what your subscribers are familiar with. Using your business’s established branding will help customers trust your email marketing content right away and make it feel familiar. 
  • Make it easy for customers to start shopping: Whatever kind of sale you’re announcing, customers should be able to start adding to cart right away. Haume does this by including a clear “shop now” CTA button and specifying their FRIENDSHIP discount code.

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9. Sale announcement email example

Fish & Family Seafoods is a family-owned business that harvests wild seafood and sells it both online and to local fish markets and restaurants. They’re well-known for their sustainable fishing practices, top-quality products and processing techniques, and excellent customer service.

Fish & Family Seafoods only opens up their online shop to the general public a few times per year, and we think they did a great job with the email announcing their summer king salmon sale above. Their messaging is the perfect combination of informative, engaging, and on-brand.

Sale announcement tips

  • Tell the reader everything they need to know: If you’re using an email to announce an upcoming sale to your subscribers, make sure you get specific and include all the details your customers need to know. Fish & Family Seafoods lets their contacts know their summer king salmon sale has started and will continue until September 6th at 5pm PST.
  • Build excitement and intrigue: Launching a new sale is something to get excited about, so make sure your subscribers feel that way too. Fish & Family Seafoods achieve that with taglines like “It’s that time of year again!” and “Are you ready for this?”
  • Include a captivating image that helps the reader immediately recognize your brand: People get lots of sale emails, so make sure yours stands out from the crowd. One way to do that is by selecting excellent imagery, and we love how Fish & Family Seafoods’ central image looks great and showcases what their brand is all about.

Grab attention with great announcement email templates

Businesses of all shapes and sizes need announcement emails—they’re handy for sharing exciting company news and updates about everything from new product launches to upcoming promotions.

Even better, it’s easy to send out timely email marketing content once you’ve put together an announcement email template you love. All you have to do is a little customization and you’ll be good to go.

Here at Flodesk, we’re passionate about helping our customers send out beautiful emails that resonate with their audiences. Best of all, we’ve got tons of free templates you can use to get started, and some of them are even specifically designed for announcement emails. Check them out for yourself by signing up for our 30-day free trial, no strings attached.

FAQs about announcement emails

What is an announcement email?

An announcement email is an email marketing message that informs subscribers about business news. They normally focus on exciting information that’s new or updated—here are some of the most common examples:

  • New business announcements
  • Software product launches
  • New feature releases
  • Sales or promotional announcements
  • New product launches
  • Event or webinar announcements
  • Staff or employee announcements

Sending out stunning, impactful announcement emails is a breeze when you use a premium email marketing software like Flodesk—sign up for a free 30-day trial, no strings attached.

How do you write an announcement email?

There’s no one way to write an announcement email, but including the following key elements will get you off to a great start:

  • Write an intriguing subject line that teases your announcement and encourages subscribers to open your email to learn more.
  • Choose powerful imagery that helps the reader understand the value of your announcement. For example, if you’re sending product launch announcement emails, be sure to use your own high-quality imagery that shows off your products in the best possible light.
  • Include a brief introduction that provides context and relevant details about your announcement without distracting too much from your core content.
  • Deliver value. Since announcement emails are often sales-focused, it’s a good idea to give back to your subscribers and ‘sweeten the deal’ a little bit. For example, if you’re announcing an upcoming sale, give your contacts exclusive first access 24 hours before it opens up to the public.
  • Design one call-to-action (CTA) and place it at different points throughout your email. For instance, include a CTA button after your introduction and at the conclusion of your newsletter, as well as somewhere in-text.

Remember, all announcement emails should focus on one topic and their content should be tailored to get the reader to take a certain action. For that reason, you can keep them short, sweet, and streamlined, and get straight to the point.

How do you start an announcement email?

There are many different ways to start an announcement email, but most of the time you can kick them off similarly to other email marketing content. Here are the key elements you should include at the beginning of your announcement emails:

  • A captivating subject line that teases your announcement
  • A gorgeous, recognizable banner that’s consistent with your branding (it’s easy to make these within Flodesk’s platform—see for yourself by signing up for our free trial)
  • A brief introduction
  • A high-quality, powerful image that showcases whatever your announcing to your subscribers

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