Draft of best practice for Announce emails

content/press/announce-emails.md

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+Title: Content of Announce Emails
+license: https://www.apache.org/licenses/LICENSE-2.0
+
+# announce@apache.org mailing list
+
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+
+## Scope
+
+The [announce@apache.org](https://lists.apache.org/list.html?announce@apache.org) mailing list is intended for announcements such as new releases and security announcements.
+It is a shared list for all ASF projects, so it is important that any emails are written to be understood by
+the general reader -- who may have no knowledge of a particular project.
+
+## Subject line (announcements)
+
+It is vital that the subject line accurately describes the email content.
+Readers should not be expected to read the email to determine whether or not it may be relevant to them.
+
+The following is a good example:
+
+Subject: [ANNOUNCE] Apache Example 3.11 released
+
+The following does not give enough detail:
+
+Subject: [ANNOUNCE] New version of our CLI tool
+
+Note: announcement subjects should start with the prefix [ANNOUNCE] or perhaps [ANN].
+There is no need to use [ANNOUNCEMENT] as that takes up space unnecessarily.
+
+## Body Content (announcements)
+
+The email content needs to be concise, but with sufficient detail that the reader does not have to
+read further to decide whether it applies to them.
+
+Remember that the readership may have no idea what your project is about, so the body should
+include a brief description of the project/product.
+
+It should also include basic info on why this release is important: are there any security
+fixes, or significant changes/improvements.
+If not, and it is just a mix of fixes and minor improvement, say so.
+Do not include a detailed list of all changes.
+
+Include a link to the detailed changes for this release.
+Ideally that page should highlight any major changes and security fixes.
+
+Include a link to the [download page](https://infra.apache.org/release-download-pages.html) where the reader can download the source package.
+
+It is also useful to include a direct link to the project home page.
+
+## CVE emails
+
+These are now generated automatically.
+
+## Other emails
+
+TBA