Announcing Product Releases

Announcing Product Releases

Differentiate new features release according to your customers engagement, product usage, and success, to maximize their impact.

Why annoucing Product Releases?

  • Re-engage customers that stopped using your product with new features announcements
  • Increase the depth of usage of your most engaged customers
  • Keep an educated user base on your most recent features
  • Reduce support tickets thanks to a better education
  • Use new features release to remind your customer on other previously announced features they have not used yet
Differentiate new features release according to your customers engagement, product usage, and success, to maximize their impact.

Our customers increased in average their new features adoption time by 40%

Depending on your organization you might release new feature more or less often. New release announcement is a good way to re-engage customers that may by slipping away, or move customers having the strongest use of your product towards more engaging use cases.

Splitting the release announcement according to your customers scores will help you maximize its impact!

Recommended views and triggers to Follow-Up


  • Invite key accounts stakeholders with good depth of usage to introduce new features
  • Invite key account’s stakeholders with low depth of usage to introduce features


  • Introduce new feature to end users of accounts with good depth of usage
  • Introduce new feature to end users of accounts with low depth of usage

What is a feature release?

A feature release is the process of adding or modifying functionality to an existing product or service and then making that functionality available to users. It can involve the development of entirely new features, enhancements to existing features, or bug fixes. Feature releases are typically planned and executed in stages, from ideation and development to testing and deployment.

Here are the main stages of a feature release:

  1. Ideation: The process of identifying new features or improvements to existing features that could be valuable to users. This may involve gathering user feedback, analyzing usage data, and conducting market research.
  2. Planning: The process of defining the specific functionality of the new feature or improvement, as well as the timeline and resources required to develop and implement it.
  3. Development: The process of writing code, creating content, and designing interfaces for the new feature or improvement. This may involve collaboration between developers, designers, and product managers.
  4. Testing: The process of testing the new feature or improvement to ensure that it works as intended and does not introduce any new bugs or regressions. This may involve automated testing, manual testing, and user acceptance testing.
  5. Deployment: The process of making the new feature or improvement available to users. This may involve deploying code to production servers, updating documentation, and providing user training.

Here are some of the benefits of feature releases:

  • Increased user satisfaction: New features and improvements can make your product or service more valuable to users, leading to increased satisfaction and loyalty.
  • Improved competitive advantage: Regularly releasing new features can help you stay ahead of the competition and attract new customers.
  • Increased revenue: New features can generate new revenue streams, such as through additional subscriptions or in-app purchases.
  • Improved product quality: Regularly fixing bugs and releasing improvements can help you maintain a high-quality product that users are confident in.

Here are some of the challenges of feature releases:

  • Scope creep: It can be difficult to control the scope of a feature release, which can lead to delays and budget overruns.
  • Quality assurance: It can be difficult to ensure that new features are bug-free and do not introduce new problems.
  • User communication: It is important to communicate effectively with users about new features, both before and after they are released.
  • Change management: It is important to manage change effectively, as new features can sometimes disrupt users' workflows.

Overall, feature releases are an important part of the product development process. By carefully planning and executing feature releases, you can ensure that you are delivering valuable new functionality to your users while minimizing the risk of problems.

Why are feature releases important?

Feature releases are an essential part of the product development process, playing a crucial role in maintaining a competitive edge, enhancing user satisfaction, and driving business growth. Here's a closer look at why feature releases are important:

1. Enhancing User Satisfaction and Loyalty:

Feature releases introduce new functionalities, improvements, or bug fixes that address user needs and pain points. This continuous improvement cycle keeps users engaged, satisfied, and more likely to remain loyal to the product.

2. Maintaining Competitive Advantage:

In a rapidly evolving technological landscape, regular feature releases demonstrate a company's commitment to innovation and adaptability. This helps maintain a competitive edge by keeping the product relevant, up-to-date, and attractive to potential users.

3. Driving Business Growth:

New features can expand the product's capabilities, attract new users, and create opportunities for additional revenue streams. By introducing valuable features, companies can expand their customer base and increase their overall revenue.

4. Addressing User Feedback and Improving Product Quality:

Feature releases provide an opportunity to incorporate user feedback and address pain points that may have been identified through usage data or direct communication. This continuous feedback loop leads to a more refined and user-centric product.

5. Demonstrating Continuous Improvement and Innovation:

Regular feature releases showcase a company's dedication to continuous improvement and innovation. This commitment to progress fosters trust and confidence among users, partners, and investors.

6. Adapting to Evolving Market Trends and User Needs:

Feature releases allow companies to adapt to changing market trends and user needs. By introducing new features that align with current market demands and user expectations, companies can maintain relevance and attract new customers.

7. Expanding Product Ecosystem and Potential Partnerships:

New features can expand the product's ecosystem, creating opportunities for integrations with other products or services. This can lead to strategic partnerships, increased user engagement, and potential revenue streams.

8. Gathering Valuable Data and Insights:

The process of introducing new features provides valuable data and insights into user behavior, preferences, and pain points. This data can be used to inform future product development decisions, ensuring that new features are truly aligned with user needs.

Overall, feature releases are not just about adding new functionalities; they are about continuously improving the product, addressing user needs, and driving business growth. By effectively planning, executing, and communicating feature releases, companies can reap numerous benefits and maintain a strong position in the market.

How to announce a feature release to your customers?

Announcing a new feature to your customers is an important part of the product development process. It allows you to:

  • Get your customers excited about the new feature
  • Help them understand how to use the new feature
  • Gather feedback on the new feature

Here are some tips on how to announce a feature release to your customers:

1. Define your target audience

Before you start planning your announcement, it's important to identify your target audience. Who are you trying to reach with this announcement? What are their interests and needs? Once you know who your target audience is, you can tailor your message accordingly.

2. Create a compelling headline

Your headline is the first thing that your customers will see, so it's important to make it count. Use strong verbs and concise language to grab their attention. For example, instead of saying "We've released a new feature," try "Introducing our new feature that will make your life easier."

3. Highlight the benefits of the new feature

Tell your customers what the new feature can do for them. How will it make their lives easier? How will it help them achieve their goals? Focus on the positive aspects of the feature and how it will benefit your customers.

4. Provide clear instructions on how to use the new feature

Don't just tell your customers about the new feature; show them how to use it. Create step-by-step instructions, screenshots, or videos that will guide them through the process. Make sure the instructions are easy to understand and accessible to all of your customers.

5. Encourage feedback

After you've announced the new feature, ask your customers for feedback. What do they like about it? What do they think could be improved? Gathering feedback will help you to make sure that the new feature is meeting your customers' needs and expectations.

6. Promote your announcement across your channels

Don't just announce the new feature on your website; promote it across all of your channels, including social media, email marketing, and your blog. The more people who know about the new feature, the more likely you are to get people to use it.

Here are some additional tips for announcing a feature release to your customers:

  • Make sure your announcement is timely. Don't wait too long to announce the new feature. The longer you wait, the less likely people are to care about it.
  • Be consistent with your brand voice. Make sure your announcement is consistent with the rest of your branding.
  • Use visuals to enhance your announcement. Images and videos can help to make your announcement more engaging and visually appealing.
  • Proofread your announcement carefully. Typos and grammatical errors can make you look unprofessional.
  • Track your results. Use analytics to track how many people read your announcement and how many people are using the new feature. This will help you to see if your announcement was effective.

By following these tips, you can effectively announce a feature release to your customers and get them excited about the new features you've added to your product.

How to measure the impact of the feature release?

Measuring the impact of a feature release is crucial for understanding its success and making informed decisions about future development efforts. Here are some key metrics to consider when evaluating the impact of a feature release:

1. User Adoption:

  • New feature usage: Track the number of users who have accessed and used the new feature. This provides insights into the initial engagement and interest in the feature.
  • Feature adoption rate: Calculate the percentage of users who have engaged with the new feature. This metric helps assess the overall adoption across the user base.
  • Feature usage frequency: Monitor how often users interact with the new feature. This indicates the level of engagement and continued usage over time.

2. User Satisfaction:

  • Feature satisfaction ratings: Gather feedback from users to gauge their satisfaction with the new feature. This can be done through surveys, interviews, or user reviews.
  • Retention rate: Analyze whether users who have adopted the new feature are also retaining their subscription or engagement with the product. This indicates the impact of the feature on user loyalty.
  • Net Promoter Score (NPS): Measure the likelihood of users recommending the product to others. This provides a broader assessment of overall customer satisfaction, including the new feature.

3. Business Impact:

  • Revenue growth: Evaluate whether the new feature has led to increased revenue or subscriptions. This indicates the direct financial impact of the feature.
  • Customer acquisition costs (CAC): Assess whether the new feature has helped reduce CAC by attracting new customers or increasing customer lifetime value (CLTV).
  • User productivity: Measure whether the new feature has improved user productivity or efficiency, which can indirectly contribute to revenue growth.

4. Technical Performance:

  • Feature stability: Monitor the performance and stability of the new feature to ensure it is functioning as intended and not causing any issues.
  • Error rates: Track the number of errors or crashes related to the new feature. This helps identify potential bugs or issues that need to be addressed.
  • User support tickets: Monitor the volume and nature of user support tickets related to the new feature. This provides insights into areas that may require clarification or additional guidance.

In addition to these quantitative metrics, it is also important to consider qualitative feedback from users. Gather qualitative data through surveys, interviews, or user reviews to understand the specific aspects of the feature that users find most valuable, as well as any areas for improvement.

By tracking these metrics and gathering qualitative feedback, you can effectively measure the impact of a feature release and make informed decisions about future development priorities.

Recommended Automation to Follow-Up


List of accounts that never used the new feature

  • Accounts with a deep usage
  • Accounts with low depth of usage
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