The Art of Launching Features 📢

As product managers, we often pour months of effort into building amazing features, but the success of these innovations heavily depends on how effectively we communicate them to our users. Whether it’s a minor update or a significant product launch, how we present these changes can significantly impact user adoption, engagement, and overall customer satisfaction. This blog outlines a few multi-channel communication strategies that could be adopted to announce new product capabilities. In a way that resonates with users, drives awareness, and enhances the customer journey.

But before diving into Where and How to communicate, it is good to consider a few things about the Who and What.

• Defining the Segments: Not all users are created equal, and certain product features will resonate with the target audience and not others. Even if a new feature announcement would broadly benefit your entire user base, there will likely be a segment that might care more about the new feature than the average user. So, it is important to tailor the messaging and choose the most effective channels for reaching them, as different user segments require different communication approaches:
  - Active Users: Need seamless integration of new features into their existing workflow
  - Dormant Users: Opportunity to re-engage with exciting new capabilities
  - Potential Users: Showcase how new features address their pain points

For example: When a travel platform launches a new “Price Prediction” feature for flights, they might show active users an in-app tutorial, engage dormant users by highlighting potential savings via email, and target new users with ads featuring the AI-powered pricing tool.

• Crafting Compelling Content: While announcing new features is crucial, educating users on how to use them is equally important. Offering product demos, interactive tutorials, or even guided walkthroughs can significantly boost user adoption. The communication should also clearly articulate the value proposition of the new features, highlighting how these enhancements will improve the user experience, solve existing pain points, or introduce new benefits. A great example is how Google Maps often rolls out new features with a short tutorial pop-up that guides users through the changes. For instance, when they launched real-time parking availability, users were shown a quick, non-intrusive demo the next time they opened the app.

Ok, now that we have a good handle on the Who and What, let us move on to the How and Where we engage with the users to inform them about the cool new capabilities the product has been enhanced with:

Release Mails

Email remains one of the most powerful channels for reaching both existing users and potential customers. A well-crafted email announcement not only informs but also creates excitement around new features or product updates. When designing these emails, ensure they are segmented based on user behavior and tailored to their needs. Noted below are some key elements of an effective Release Email:

• Subject Line: A captivating subject line is crucial. For example, “Unlock New Ways to Explore with our new AI Planner” grabs attention and sets expectations.
• Personalization: Use the recipient’s name, and if possible, refer to their previous interactions with your product to make the announcement feel relevant.
• Clear Value Proposition: Quickly convey what’s in it for the user. For instance, if you’re announcing a new group planning capability on a travel marketplace, highlight how it enables collaborative planning and makes the process more fun.
• Call to Action: Providing a clear call to action, hopefully leading users directly to the feature being launched

Real-World Example: A travel marketplace might email its users when launching a new feature, such as personalized hotel recommendations based on previous bookings. The email could emphasize how this update helps users save time and find the best deals with minimal effort.

Below is a snapshot of Airtable using the email channel effectively to announce new features:

Airtable Relase Email

In-Product Announcements

This involves engaging with the users within the product, when they visit the site or app, to inform them about new features. This could be done via various mechanisms:

• Banners: on the website or app home screen are one of the quickest ways to notify users about new features, especially when they are actively interacting with the platform. A well-placed banner with a clear message can instantly grab attention and drive users to explore the new functionality.
• Modals/Popups: Similar to the banner but displays on the top and deactivates all other app content. The purpose of modals can be summed up in one word: focus. So, they can be more effective than a banner. But in both the case of banners and modals, it is important to have a strategic placement(such as the home page), present a clear Call to Action(CTA), and incorporate attention-grabbing visuals.
• Feature Spotlights: Subtle highlights or tooltips pointing to specific new functionality. Below is a great
• Product Tours: Interactive walkthrough of new capabilities

Real-World Example: A travel app introducing a new “Local Experiences” vertical could use a prominent banner at the top of the home screen, with a “New!” badge in the main navigation.

Below is a snapshot of a feature announcement from Google Analytics — delivered as a tooltip — that explains the scope of the feature as well as provides a call to action.

Google Analytics Tooltip announcing new features

Mobile Push Notifications

If your product has mobile app versions, send timely push notifications to alert users about updates and encourage them to explore the new functionalities. For mobile-first users, push notifications or in-app messages are highly effective. These methods directly reach users on their smartphones, making them ideal for time-sensitive announcements or updates that require immediate attention. Below are some guidelines around the effective use of push notifications for feature announcements:

• Conciseness: Push notifications should be brief yet compelling. A message like “New feature alert! Quote your price and we will find the flight for you!” sparks curiosity while being direct.
• Targeting and Timing: Ensure the notifications are targeted based on user behavior and delivered at optimal times to increase engagement.

Real-World Example: A mobile travel app might use a push notification to announce the launch of its “Last-Minute Deals” feature, alerting users that they can now book discounted hotels within hours of check-in.

On top of this Product teams should also tap into opportunities on the App Store via the Release Notes and Whats New content. When updating an app, the release notes are a critical touchpoint for communicating new features to users. Make them informative but also engaging, focusing on the benefits rather than just listing technical changes. Here is a sample from a Travel app

Sample Release Notes calling out new features

Social Media and Content Marketing

Social media is arguably the quickest way to spread the word about a new feature widely. When done well, it can reach a broader audience, meaning that it might even attract new users who have not heard about, or used, the product but might be interested in the new feature(s) being launched. On top of plain textual messages, it is recommended to create a quick video or infographic showing how the feature works when publishing it on social media. Below is a new example of Spotify announcing new features via a Social media post:

Blog posts are another powerful channel way to explain new features in-depth, and could be easily coupled with Social media broadcasts. They allow showcasing the feature’s benefits, provide detailed use cases, and even offer tutorials on how to best use the new functionality. Here is a nice example from HURB — a travel marketplace in South America — announcing the launch of a new group planning feature through its blog.

Conclusion

Announcing new features to existing and potential users is not just about making them aware; it’s about creating excitement, ensuring clear understanding, and driving adoption. By using a mix of channels — emails, website elements, push notifications, product tutorials, and social media — we can ensure that the communication reaches users where they are and resonates with them.

But do remember, there’s no one-size-fits-all here. The feature announcement should match the product’s vibe and its target users’ tastes. Each product and audience is unique, so experimentation and continuous optimization of communication strategy are key to success. As you continue to announce new features or launch new verticals, remember that clear, engaging, and user-focused communication is your greatest asset.