How to Announce New Features
Building great features is only half the battle. If users do not know about them, those features might as well not exist. Effective feature announcements drive adoption, reduce churn, and show customers you are investing in the product.
Categorize the announcement
Determine if this is a major launch, minor improvement, or bug fix. The category determines the announcement channel and urgency.
Craft compelling copy
Lead with the user benefit, not the feature name. "Save 2 hours per week" beats "New bulk import feature" every time.
Use in-app announcements
Display modal or banner announcements when users log in. In-app has 10x the visibility of email for active users.
Create a guided tour
For complex features, pair the announcement with an interactive product tour. Let users try the feature immediately after learning about it.
Update your changelog
Add the feature to your changelog for users who want full details. A well-maintained changelog builds trust and shows product velocity.
Segment your audience
Show announcements only to users who would benefit from the feature. Irrelevant announcements train users to ignore future ones.
Pro Tips
- Time major announcements for when most users are active, not when you ship.
- Include a CTA in every announcement that links directly to the new feature.
- Use visuals like GIFs or short videos to demonstrate new functionality.
- Create a recurring announcement cadence so users expect and look forward to updates.
Conclusion
Feature announcements are a critical touchpoint in the user experience. The best teams treat launches as marketing campaigns, with targeted messaging, multiple channels, and follow-up engagement to drive adoption.
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