I would like to send notifications to a specific set of users when a new version of our software is released.

People who 'watch' the repository get notifications for releases from GitHub, but I would like to send a notification to a custom list that includes people who don't use GitHub. Although the notifications API is well documented, it is unclear what my options are, or if such a feature has been developed by a third-party.

Is it possible to configure GitHub to trigger an email when a new release is published?

note: I found this question addressed on Stackoverflow, where it had been closed as off topic and remains unanswered.