A common problem teams face is forgetting about the value of communication with their customers and prospects when new features are being released. <\/p>\n\n\n\n
Customers want to know or may need a polite nudge, to engage with your product, but new features are a great way to pull them back in. <\/p>\n\n\n\n
Even if customers use your product daily, they are focused on their jobs, not when new features are released, so it\u2019s important to set expectations on when they will receive new things. <\/p>\n\n\n\n\n\n\n
- What is a feature announcement, and where do you see them today? <\/a><\/li>
- 1. Example: Figma – In Product Feature Announcement <\/a><\/li>
- 2. Example: Microsoft Teams – What\u2019s New Section <\/a><\/li>
- 3. Example: Airbnb – Email Announcements <\/a><\/li>
- 4. Example: Usersnap Feature Announcement Templates & Tips <\/a><\/li>
- Email marketing: New feature announcement example & samples<\/a>
- Rolled up feature announcement<\/a><\/li>
- Fun email feature announcements<\/a><\/li><\/ul><\/li>
- Tips for subject lines and call-to-actions<\/a><\/li>
- Designing good UI & UX for new feature announcements<\/a><\/li>
- Step-By-Step feature announcement process <\/a>
- 1. Identify the upcoming features<\/a><\/li>
- 2. Select announcement channel<\/a><\/li>
- 3. Create feature content<\/a><\/li>
- 4. Make an announcement plan<\/a><\/li><\/ul><\/li>
- Conclusion <\/a><\/li><\/ul><\/div><\/div><\/div>\n\n\n
What is a feature announcement, and where do you see them today? <\/h2>\n\n\n\n
A feature <\/strong>is something that delivers values in your product to your customers and prospects. <\/p>\n\n\n\n
A new feature announcement<\/a> <\/strong>is when your team shares the news about that new feature to your audience. <\/p>\n\n\n\n
A feature announcement is a valuable tool for companies to leverage for multiple reasons. <\/p>\n\n\n\n
First, it draws attention to your brand.<\/strong><\/p>\n\n\n
Try Usersnap & Customize Your Feedback Widget<\/h2>Try Usersnap Now<\/a><\/div>\n\n\n\n
Companies that are actively solving problems<\/a> for their customers gain momentum. Their customers will tell others, which drives leads and new business.<\/p>\n\n\n\n
Marketing teams can use new features to keep prospects thinking about your brand when they run into the problems you are solving. <\/p>\n\n\n\n
Next, it keeps current customers engaged with your product.<\/strong> There\u2019s nothing worse than buying a new tool but it doesn\u2019t keep up with your changing needs as a customer. Product teams who are actively doing discovery<\/a> uncover deeper levels of the problem that needs to be solved and how the product can make their customers\u2019 lives better. This leads to new features being built and customers staying retained. <\/p>\n\n\n\n
Lastly, feature announcements build trust and loyalty between your brand and your customers.<\/strong><\/p>\n\n\n\n
Also Read:<\/strong>
What is the New Feature Discovery Process & Examples<\/a><\/p>\n\n\n\nCustomers know when they can expect new features to be launched and look forward to helping your product and company grow. Having this ongoing communication between your company and your customers solidifies that loyalty to reduce churn<\/a>. <\/p>\n\n\n\n
As a consumer, you are constantly being exposed to feature announcements in the everyday products that you use. Go open your email inbox and you\u2019ll see multiple messages announcing something new for you. Open your phone to see push notifications or open your favorite app to find a pop up message drawing you back in to use that product more. <\/p>\n\n\n\n
Despite seeing feature announcements often, there are best practices that many companies operate with<\/strong>. <\/p>\n\n\n\n
1. Example: Figma – In Product Feature Announcement <\/h2>\n\n\n\n
![\"\"](\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2023\/12\/figma-1024x613.jpeg\")
<\/figure>\n\n\n\nOne company that stands out with in-product feature announcements is Figma<\/a>. If you don\u2019t use Figma, it\u2019s a design tool that does much more than your average daily designing, such as prototyping, collaboration, and their newest tool FigJam AI. <\/p>\n\n\n\n
Figma announced this new feature by grabbing the attention of their customers as soon as they login.<\/p>\n\n\n\n
Why is this great?<\/p>\n\n\n\n
- \n
- It appears at login so customers don’t miss it. <\/strong><\/li>\n\n\n\n
- It focuses on the value it will deliver for the customer – generation, sorting and summarizing<\/strong><\/li>\n\n\n\n
- It links out to additional content if the customer wants to learn more or is ready to use the feature. <\/strong><\/li>\n<\/ul>\n\n\n
Try Usersnap & Customize Your Feedback Widget<\/h2>Try Usersnap Now<\/a><\/div>\n\n\n\n
2. Example: Microsoft Teams – What\u2019s New Section <\/h2>\n\n\n
\n![\"\"](\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-28-at-15.51.53-1024x998.jpg\")
<\/figure>\n<\/div>\n\n\nSometimes you have more than one new feature to announce<\/a> to your customers and you don\u2019t want to overwhelm them with in-product messages<\/a> or emails. <\/p>\n\n\n\n
Many companies, like Microsoft Teams, host their feature announcements in a place where customers can access it directly in a \u201cWhat\u2019s New\u201d section. <\/p>\n\n\n\n
Why is this great? <\/p>\n\n\n\n
- \n
- It gives customers a one-stop view of all the enhancements and announcements, including any they may have missed. <\/strong><\/li>\n\n\n\n
- It works like a built-in changelog tool<\/a>, organizing feature announcements by date so customers always know when things changed and what’s new.<\/strong><\/li>\n\n\n\n
- It gives Product and Marketing teams a way to engage current customers to drive to additional content like FAQ pages or helpful blogs sharing more details. <\/strong><\/li>\n<\/ul>\n\n\n\n
3. Example: Airbnb – Email Announcements <\/h2>\n\n\n
\n![\"\"](\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2023\/11\/airbnb.png\")
<\/figure>\n<\/div>\n\n\nAirbnb<\/a> is known for keeping their customers informed of upcoming features to drive more rentals through their platform. One way to do this is grouping the release of customer facing features into an emailed newsletter. <\/p>\n\n\n\n
Why is this great? <\/p>\n\n\n\n
- \n
- It\u2019s sent directly to your customers\u2019 inboxes to engage them with your platform. <\/strong><\/li>\n\n\n\n
- It sets expectations with customers on when they can expect new features to be released. Ie: Quarterly, monthly or seasonal feature release newsletters. <\/strong><\/li>\n\n\n\n
- It allows the Product and Marketing team to group together multiple features announcements into a single message so you don\u2019t spam customer inboxes. <\/strong><\/li>\n<\/ul>\n\n\n\n
4. Example: Usersnap Feature Announcement Templates & Tips <\/h2>\n\n\n\n
Crafting the right feature announcement doesn\u2019t have to be tough. Partners like Usersnap<\/a> make it simple to find, create, and launch feature announcements using templates designed with best practices in mind. <\/p>\n\n\n\n
Why is this great? <\/strong><\/p>\n\n\n\n
- \n
- It\u2019s easy for your team to create and launch, in as quick as a few minutes!<\/li>\n\n\n\n
- You can set up your announcement<\/a> to collect feedback<\/a> with a website feedback widget<\/a> from your customers about the new feature<\/li>\n\n\n\n
- You can link directly to additional content like blog posts or FAQs <\/li>\n<\/ul>\n\n\n\n
Learn more and check out the template here<\/a>.<\/p>\n\n\n\n
![\"Feature](\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2024\/11\/Group-1000004312.png\")
<\/figure>\n\n\n\nEmail marketing: New feature announcement example & samples<\/h2>\n\n\n\n
Email <\/a>is one of the most popular ways for companies to announce new features. <\/p>\n\n\n\n
Customers have opted in to receive your business emails<\/a>, so you know they are likely to open them and see what\u2019s new.<\/p>\n\n\n\n
Emails allow you to provide screenshots or video of the feature<\/a>, some longer written value props on why this feature will be valuable and a specific CTA (call-to-action) for your customer to take next. <\/p>\n\n\n\n
Emails are excellent for reaching prospective customers and driving new leads for your Sales teams too. <\/p>\n\n\n\n
In addition to Airbnb, here are a few other ways to think about email feature announcements.<\/p>\n\n\n\n
Rolled up feature announcement<\/h3>\n\n\n\n
Fullstory, a digital experience platform, announces their new features every quarter in a rolled up email message. <\/p>\n\n\n\n
This is a great way to group new features that may interest a wide range of customers.<\/p>\n\n\n\n
For example, in FullStory\u2019s Q3 release, they announced updates to their conversion flow, mobile app and metrics pages<\/strong>. <\/p>\n\n\n\n
All of these are important to their customers, but some help drive experience while other features focus on the ROI of using a tool like FullStory. <\/p>\n\n\n\n
Fun email feature announcements<\/h3>\n\n\n\n
Feature announcements don\u2019t have to be dry or even overly structured. Many companies make it an exciting and fun way to keep customers happy to use your products.<\/p>\n\n\n\n
One example of that is Trello<\/a>, a work organization tool, that adds silly photos and bright colors to their email marketing messages. <\/p>\n\n\n
Try Usersnap & Customize Your Feedback Widget<\/h2>Try Usersnap Now<\/a><\/div>\n\n\n\n
Tips for subject lines and call-to-actions<\/h2>\n\n\n\n
Crafting the perfect subject line and call-to-action is crucial for the success of any feature announcement. <\/p>\n\n\n\n
For email, draw in your audience with a catchy subject line<\/a> focused on the value of the new feature. Then use your subheader as a way to give additional details around what they can expect to see after they open the email. <\/p>\n\n\n\n
Example Subject Lines:<\/strong><\/p>\n\n\n\n
- \n
- Save time and plan ahead using the new Scheduled Message.<\/em><\/li>\n\n\n\n
- Your team will love you when they can plan in advance!<\/em><\/li>\n\n\n\n
- Unsure what message goes next? That\u2019s no longer a problem with Scheduled Messages. <\/em><\/li>\n<\/ul>\n\n\n\n
A Call-To-Action (CTA) may be the most important part of any feature announcement. This is the link or button to drive your customer to take action.<\/p>\n\n\n\n
Depending on your new feature, the CTA may be directly into the product to use the feature, learn more or a way for a prospect to sign up for your product. <\/p>\n\n\n\n
It\u2019s important to keep these short and direct so customers aren\u2019t confused on what you want them to do next. <\/p>\n\n\n\n
Examples of strong CTAs:<\/strong><\/p>\n\n\n\n
- \n
- Learn more<\/li>\n\n\n\n
- Check it out<\/li>\n\n\n\n
- Sign up today<\/li>\n<\/ul>\n\n\n\n
Airbnb incorporates CTAs that are related to their business and industry to make sure customers know what they should do next, like \u201cFind a stay\u201d within their Airbnb business plan<\/a> strategy.<\/p>\n\n\n\n
Designing good UI & UX for new feature announcements<\/h2>\n\n\n\n
Any good feature announcement will focus on the value the feature<\/a> is delivering for the customer. That is the reason the team built it and why a customer would be excited. <\/p>\n\n\n\n
However, most human beings are visual and want to SEE what it looks like before diving in to learn more.<\/p>\n\n\n\n
For that reason, the content of the announcement and how the announcement looks are both extremely important. <\/p>\n\n\n\n
Luckily, many times you can include an image or video of the feature itself to get customers excited about the announcement. Other times, if the feature isn\u2019t something visual, think faster download speeds or reporting, you can work with your design team to create icons or graphics that will still make your feature announcement beautiful. <\/p>\n\n\n\n
For example, Trello\u2019s announcement<\/strong> around their new AI isn\u2019t the product but it is still visual. There isn\u2019t a way to show that computing power and good chance it looks very similar to their current product so there isn\u2019t anything to show off that way. But their design teams didn\u2019t worry, they crafted this fun space image to depict the \u2018future\u2019 power they are now unlocking. <\/p>\n\n\n
\n![\"\"](\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2016\/10\/trello-useronboarding-1024x419.png\")
<\/figure>\n<\/div>\n\n\nAnother example is if you don\u2019t have much space for a full product image. This is an opportunity to create icons or smaller graphics that still break up the content into easy to read design for customers and add some of your brand personality to the message. <\/p>\n\n\n\n
In Bubble\u2019s October Release, they highlighted their top three updates with fun images. <\/p>\n\n\n\n
Always pull in your Marketing and Design teams as your team prepares for a new feature announcement to make sure you are delivering on customers\u2019 informational and visual excitement. <\/p>\n\n\n\n
Step-By-Step feature announcement process <\/h2>\n\n\n
\n![\"\"](\"https:\/\/usersnap.com\/blog\/wp-content\/uploads\/2023\/08\/18-anno.png\")
<\/figure>\n<\/div>\n\n\nCrafting a feature announcement doesn\u2019t have to be a cumbersome process. It may depend on the teams you have at your company but for the most part you can follow a simple process like this. <\/p>\n\n\n\n
1. Identify the upcoming features<\/h3>\n\n\n\n
- Your team will love you when they can plan in advance!<\/em><\/li>\n\n\n\n
- You can link directly to additional content like blog posts or FAQs <\/li>\n<\/ul>\n\n\n\n
- It sets expectations with customers on when they can expect new features to be released. Ie: Quarterly, monthly or seasonal feature release newsletters. <\/strong><\/li>\n\n\n\n
- It works like a built-in changelog tool<\/a>, organizing feature announcements by date so customers always know when things changed and what’s new.<\/strong><\/li>\n\n\n\n
- It focuses on the value it will deliver for the customer – generation, sorting and summarizing<\/strong><\/li>\n\n\n\n
- 2. Select announcement channel<\/a><\/li>
- Fun email feature announcements<\/a><\/li><\/ul><\/li>
- 1. Example: Figma – In Product Feature Announcement <\/a><\/li>