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Crafting feature announcements that spur action - The Intercom Blog
Summary
A feature’s value depends on showing customers how it solves their problem, not on development effort. Intercom recommends targeting the right customers using message filters, such as those with access, those without (upsell), those who requested the feature, or those taking related actions, while excluding recently contacted (within 3 days) and new users (signed up less than 30 days ago). Choose the medium based on context: in-app for active users on relevant pages, email for re-engaging inactive users, and time announcements between 10am-2pm on weekdays for best open rates. The message should focus on customer benefits, be concise, include visuals, and stay personal. After announcing, track usage via events and gather feedback to inform future iterations.
Context
The post is a guide from Intercom on how to craft feature announcements that drive customer action. It covers targeting the right audience, choosing the right medium and timing, crafting the message, and measuring results.
Approach / What changed
Use message filters to target customers with access, without access (upsell), who requested the feature, or who take related actions. Exclude recently contacted (within 3 days) and new users (within 30 days). Announce in-app on relevant pages for active users, or via email for re-engagement. Schedule during 10am-2pm weekdays. Focus message on customer benefits, keep it concise, include visuals, and stay personal. Track usage with events and gather feedback.
Takeaways
Target feature announcements using message filters to reach customers with access, without access (upsell), who requested the feature, or who take related actions, while excluding recently contacted (within 3 days) and new users (within 30 days).
Choose in-app messaging on relevant pages for active users and email for re-engaging inactive users; schedule announcements between 10am-2pm on weekdays for best open rates.
Craft messages that focus on customer benefits rather than development effort, keep them concise, include visuals, and stay personal to build emotional connection.
FAQ
How do I target the right customers for a feature announcement?
Use message filters to include customers with access, without access (upsell), who requested the feature, or who take related actions. Exclude recently contacted (within 3 days) and new users (within 30 days) to avoid annoyance.
When is the best time to send feature announcements?
Data shows emails and in-app messages sent between 10am-2pm on weekdays have the best odds of being opened. Set a stop date to avoid spamming about a stale feature.
What should the message content focus on?
Focus on what customers can do with the feature, not on development effort. Keep messaging tight, prioritize the most important job, add images or videos, and stay personal to build emotional connection.
Source and freshness
- Source
- intercom.com
- Published
- Added to Yomu
Summaries are generated from the original by a language model. Check the original before relying on it.
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