The Ultimate Guide To New Feature Announcement
How To Boost User Adoption & Engagement
Your latest feature launch deserved better than the average 24% adoption.
There are proven techniques to stand out from the crowd.
Here's the framework that helps CS teams double their feature adoption rates without overwhelming their users.
The Strategic Approach
Feature announcements are all about delivering value, and not broadcasting changes.
The key is personalization and timing:
Identify who most needs the feature
Reach out when they'll benefit the most
Focus on their specific use case
Instead of blasting generic updates to everyone, focus on customers who:
Specifically requested these features
Would find immediate value in them
Are most likely to become power users
This approach aligns with proven strategies for driving customer expansion through strategic feature rollouts.
Communication Channels That Work
In-Product Communication:
Use announcement modals for major releases or new core features
Modals are these small pop-up windows that overlay the main application or webpage to deliver important information to users
Add tooltips for contextual guidance about complex features
Show banner notifications for urgent updates, best for time-sensitive changes
Discover how to create powerful product update presentations that resonate with your users.
External Communication:
Send targeted email campaigns, in particular for inactive users
Update knowledge base for detailed documentation
Schedule personal CSM outreach, best for key accounts
For enterprise customers, your communication strategy may need additional customization to meet their unique needs.
Best Practices for Success
Value-First Messaging
Focus on solving problems rather than just listing product features.
Start with the benefit, then explain the functionality.
For example, instead of "We've added a new dashboard," say "You can now track all your metrics in one place."
Effective communication skills are fundamental to launching new features and driving adoption.
Timing and Audience Segmentation
You need to know what to communicate.
But also when and to whom.
A best practice is to document your announcement strategy and track the success rates across different channels.
This data then becomes key for future releases.
Learn more about handling difficult clients while maintaining professional relationships.
Measuring Impact
Track these key metrics:
Feature adoption rates (target: 65%+)
User engagement post-announcement
Customer feedback and satisfaction
Re-engagement of dormant users
Understanding and tracking the right metrics is key for evaluating your feature announcement success.
A/B Test These Elements:
Test different messaging approaches to find what works best.
For example:
Value-first vs feature-first messaging
Different visual formats
Different timing of announcements
Multiple channel combinations
This data will help you optimize the next feature announcements and increase your success rates over time.
The CSM's Role
And of course, Customer Success Managers play a central part in this process.
They should:
Schedule targeted demos for major accounts
Include feature discussions in regular check-ins
Provide feedback to product teams about customers’ sentiment.
The goal isn't to overwhelm them with updates.
It's to improve their experience and drive value through meaningful communication.
But knowing what to do is just the first step.
You need the right framework to execute without flaws.
That's why I've created something special for premium members.
After helping dozens of CS teams improve their feature communication, I've packaged all my learnings and industry best practices into a complete, ready-to-use template that you can deploy immediately.
🔒 Premium members can access the Feature Announcement Success Kit below [Regular Price: $399]
Feature Announcement Success Kit
Here’s a comprehensive, ready-to-use 30-page guide that includes everything you need to master feature announcements.
Copy and start using it today.
What's Inside:
1. Pre-Announcement Planning
Feature Impact Assessment Template
Customer Segment Priority Matrix
Communication Channel Selection Guide
2. Announcement Templates
High-impact email templates for different feature types
In-app notification samples that drive engagement
CSM talking points for customer calls
Release notes structure that focuses on value
3. Success Tracking Framework
Feature adoption tracking sheet
Impact measurement calculator
Customer feedback collection template
ROI calculation formulas
4. Launch Checklists
Pre-launch verification checklist
Launch day action items
Post-launch follow-up tasks
Success metrics tracking guide
This guide has been tested with over 100 feature launches and will save you hours of planning while ensuring no important steps are missed.
Join 100+ CS Leaders Getting Real Results
What You'll Get:
Complete communication templates and frameworks
Channel-specific playbooks (email, in-app, social)
Personalization and segmentation guides
ROI tracking templates
Trusted By Customer Success Leaders From Adobe, Microsoft, Hubspot and more
"The best CS teams master omnichannel communication. It's not about quantity—it's about reaching customers through their preferred channels with personalized messaging that drives value."
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