Should I announce new features to my email list?
Muhammed Tüfekyapan
Founder & CEO
TL;DR - Quick Answer
Complete Expert Analysis
Should You Announce New Features to Your Email List?
Feature announcements to your email list are underutilized by most e-commerce brands. A new AR try-on, an upgraded quiz, or a new size guide are genuine improvements your customers will appreciate knowing about - and announcing them is an opportunity to drive traffic without spending on ads.
When to Announce (and When Not To)
| Change Type | Email Announcement? | Reason |
|---|---|---|
| New product/collection | Always | Core email revenue driver |
| New filtering/search feature | Yes | Directly improves shopping experience |
| New payment method (BNPL, Apple Pay) | Yes | Relevant to friction-constrained customers |
| Loyalty/rewards program launch | Always | Direct customer benefit announcement |
| Backend/operational change | No | No customer benefit to communicate |
| Minor UI/design update | Maybe | Only if it solves a known pain point |
How to Write an Effective Feature Announcement Email
Lead with Customer Benefit
Wrong: "We've added a new quiz to our website." Right: "Finding your perfect shade just got a lot easier." Lead with what the customer can now do or achieve, not with what you built. The "we did X" framing makes the email feel like your newsletter, not their value.
Show, Don't Just Tell
Include a GIF, screenshot, or short video of the new feature in action. Shoppers are more likely to try something they can visualize. For Shopify features, Loom recordings embedded as GIFs work well for demonstrating interactive features.
Include a Clear CTA
"Try it now" or "See your shade" - one clear action button that takes customers directly to the feature. Don't send them to the homepage and expect them to find the new feature; link directly to it.
Segment by Relevance
Send AR try-on announcements to customers who purchased foundation or lip products (most likely to care). Send new payment method announcements to customers who previously abandoned checkout. Segmentation improves open rates and click-through by 15-30%.
Growth Suite - Announcing Your Offer Program
When launching Growth Suite campaigns, consider a brief email to your list explaining that you now offer personalized exit-intent discounts - framed as a benefit ("Look out for your exclusive welcome offer the next time you visit"). This primes customers to recognize and act on Growth Suite offers rather than dismissing them, improving campaign conversion rates from visitors who return after seeing the email.
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With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.
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