{"id":13209,"date":"2017-08-08T18:23:45","date_gmt":"2017-08-08T17:23:45","guid":{"rendered":"http:\/\/blog.intercom.com\/?p=13209"},"modified":"2024-10-22T19:17:26","modified_gmt":"2024-10-22T18:17:26","slug":"crafting-feature-announcements-that-spur-action","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/crafting-feature-announcements-that-spur-action\/","title":{"rendered":"Crafting feature announcements that spur action"},"content":{"rendered":"<p class=\"opening_paragraph\">The value of a feature isn\u2019t a product of the time or resources you put into building it. It\u2019s about whether or not it solves a customer\u2019s problem, and it\u2019s up to you to show them how.<\/p>\n<p>The first step is building awareness of your feature among those who will benefit most. At Intercom we build our feature announcements around three key questions:<\/p>\n<ol>\n<li>Who are we announcing to?<\/li>\n<li>Where and when should we reach them?<\/li>\n<li>What do they need to know?<\/li>\n<\/ol>\n<p>Answering these questions comes down to targeting the right people, showcasing your feature\u2019s possibilities, prioritizing the information that matters, and tracking how your announcement performs. Here&#8217;s our simple guide to optimizing your next feature announcement.<\/p>\n<h2 id=\"the-right-customers\">The right customers<\/h2>\n<p>As we\u2019ve said before, <a href=\"https:\/\/www.intercom.com\/blog\/how-to-send-the-perfect-message-with-the-five-ws\/\" target=\"_blank\" rel=\"noopener noreferrer\">a message written for everyone resonates with no one<\/a>. So make sure you only contact the folks who matter. You can easily do this in Intercom using message filters. Here are some useful groups to target:<\/p>\n<ul>\n<li><strong>Customers who have access to the feature.<\/strong> These people should definitely hear about it. For example, if your new feature is available with your Pro plan, make sure to include the filter \u2018Has Pro plan is true.\u2019<\/li>\n<li><strong>Customers who <em>don\u2019t<\/em> have access to a feature.<\/strong> This group represents a great upsell opportunity. If your new feature is only available on your Pro plan, you could use it as encouragement to upgrade. Your filter here might be something like \u2018Has Pro plan is false\u2019. It\u2019s important to create a unique message for these customers. They\u2019ll want to know <em>why<\/em> they need your feature, and not just the specific details about how to use it.<\/li>\n<li><strong>Customers who have requested the feature.<\/strong> These are the perfect group to send a beta feature announcement to. For example, if you have <a href=\"https:\/\/docs.intercom.com\/intercom-s-key-features-explained\/grouping-users\/group-your-users-by-tags\">tagged these customers<\/a> in Intercom, you can filter for \u2018Tag is Calendar Feature Request\u2019.<\/li>\n<li><strong>Customers who take a specific action<\/strong> that\u2019s related to your new feature will want to know about it. For example, if your new feature is an annotation tool, it makes sense to announce it in context, right after your customer takes a screenshot. You could <a href=\"https:\/\/docs.intercom.com\/intercom-for-user-analysis\/tracking-user-events-in-intercom\">create an event<\/a> called \u2018Screenshot taken\u2019, and trigger your message using that event.<\/li>\n<\/ul>\n<p>There are also customers who it won\u2019t make sense to message for a feature announcement, those who you don\u2019t want to risk annoying with a badly timed and\/or irrelevant message. We recommend excluding:<\/p>\n<ul>\n<li><strong>Recently contacted users.<\/strong> They are more likely to ignore, or be annoyed by, your new message. To combat this, make sure you include a &#8216;Last contacted more than x days ago\u2019 filter. We use a minimum of three days here at Intercom. This will leave ample breathing room between your messages.<\/li>\n<li><strong>New users.<\/strong> Anyone who\u2019s just signed up might not care too much about your new feature; everything is new to them. They are also <a href=\"https:\/\/docs.intercom.com\/intercom-for-customer-communication\/what-messages-should-i-send\">far more important things to talk to your users about<\/a> in the first few days than pushing a new feature. Your filter here would be something like \u2018Signed up more than 30 days ago\u2019.<\/li>\n<\/ul>\n<h2 id=\"getting-a-handle-on-where-to-announce\">Getting a handle on where to announce<\/h2>\n<p>Before making your announcement, you\u2019ll need to choose a messaging medium. Do you announce contextually in-app, or use email to rope back in those who\u2019ve been slipping away?<\/p>\n<p>In our experience, the best time to promote a new feature is when someone is inside your product and in a position to use it. For example, if you\u2019ve just released a new sync reports feature, a good place to tell your customers about it would be on your reports page. If you\u2019re using Intercom, you can <a href=\"https:\/\/docs.intercom.com\/intercoms-key-features-explained\/what-are-auto-messages#targeting-in-app-messages-more-accurately\">target a specific page URL<\/a>.<\/p>\n<p>Remember, a new feature is only new once, and promoting one to inactive users is a great way to re-engage them and drive them back into your product. That\u2019s where email comes in. Email is also a tool for contacting active and inactive users with time-sensitive announcements.<\/p>\n<h2 id=\"take-the-timing-of-your-announcement-seriously\">Take the timing of your announcement seriously<\/h2>\n<p>The last thing you want to do is drive loyal users away by spamming them about a stale feature. If you\u2019re an Intercom user, be sure to set a stop date for your announcement in your \u2018Goal, Display and Expiry\u2019 settings.<\/p>\n<p>To increase the chance of your message getting opened, <a href=\"https:\/\/docs.intercom.com\/intercom-for-customer-communication\/scheduling-a-message#how-to-send-emails-inside-a-delivery-window\">set your delivery window<\/a> to send during the days and times that get the best <a href=\"https:\/\/www.intercom.com\/blog\/customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer engagement<\/a>. Our team at Intercom recently <a href=\"https:\/\/www.intercom.com\/blog\/timing-is-everything-what-our-data-says-about-when-to-message-your-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyzed millions of messages<\/a> sent through our platform and found emails and <a href=\"https:\/\/www.intercom.com\/blog\/in-app-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages<\/a> sent between 10-2pm on weekdays hold the best odds of being opened.<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/04\/Time-of-week-by-message-type.jpg\" \/><\/p>\n<h2 id=\"crafting-the-right-message\">Crafting the right message<\/h2>\n<p>There\u2019s a science to announcing a feature in the right place and time, but stitching together the right message is a tricky art. It needs to intrigue people enough to take action, while also educating users so they understand the exact job your new feature solves. Here are four tactics we use when announcing our own features at Intercom:<\/p>\n<ol>\n<li><strong>Show customers what they can do<\/strong><br \/>\nNo one cares about how much hard work you did or how long it took to build your new feature. They care about how it will enable them to do their job better. Avoid saying things like, \u201cWe\u2019ve spent the last month restructuring how our export functionality works\u201d. Instead, focus your message on what your users can now achieve. If you say something like, \u201cExporting reports is now automated which will save you heaps of time. Here\u2019s how\u2026\u201d you\u2019ll really grab your customers\u2019 attention.<\/li>\n<li><strong>Keep your messaging tight<\/strong><br \/>\nYour customers have short attention spans, so prioritize the details that matter most to them. What\u2019s the shortest, neatest way to explain why this new feature is good and why your users need it? Sometimes your new feature allows your customers to do many jobs, but don\u2019t be tempted to communicate all of these benefits straight away. Instead, focus on the most important job, and let your users learn the rest over time.<\/li>\n<li><strong>Add an image or video<\/strong><br \/>\nWhenever possible, show instead of tell. People are visual learners, so add a screenshot or a short video to help your customers quickly understand the job they can now do with your feature. Try adding a button that links to your video like this:<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/08\/Video-button-example.png\" \/><br \/>\nOr simply embed your video in your message:<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/08\/Video-inline-example.png\" \/><\/li>\n<li><strong>Stay personal<br \/>\n<\/strong>Building an emotional connection with your users will encourage action. If you\u2019re beta announcing your feature to a few select customers, let them know they\u2019re amongst the chosen few. It will make them feel special and they\u2019ll be more likely to try your feature. Here are some <a href=\"https:\/\/docs.intercom.com\/intercom-for-customer-communication\/staying-personal-at-scale\">more ideas for staying personal at scale<\/a>.<\/li>\n<\/ol>\n<h2 id=\"learn-from-your-users\">Learn from your users<\/h2>\n<p>Shipping a new feature is a great accomplishment, but at Intercom we see it as the beginning of a much longer process. It\u2019s time to see how many message recipients used the feature and who these users are.<\/p>\n<p>To help with this, before you even create your announcement, you can <a href=\"https:\/\/docs.intercom.com\/intercom-for-user-analysis\/tracking-user-events-in-intercom\">send an event<\/a> or user attribute to Intercom that will help you track the action you want people to take. For example, if you\u2019re announcing your new calendar feature and want to see how many and which message recipients updated their calendar, your event might be something like \u2018Calendar updated\u2019. Identify the users who meet this <a href=\"https:\/\/docs.intercom.com\/intercom-for-customer-communication\/measuring-effectiveness-of-auto-messages#goals\">goal<\/a>, message them for their feedback and filter that to your product team. What you learn from one feature announcement, will help inform what you iterate on and announce next.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The value of a feature isn\u2019t a product of the time or resources you put into building it. It\u2019s about whether or not it solves a customer\u2019s problem, and it\u2019s up to you to show them&hellip;<\/p>\n","protected":false},"author":175,"featured_media":13205,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[213,206,23,200,269],"coauthors":[408],"class_list":["post-13209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-customer-engagement","tag-customer-onboarding","tag-in-app-messaging","tag-messaging","tag-product-features"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Crafting feature announcements that spur action - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Effective feature announcements consider three questions: Who are you announcing to? 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