Announcing features is about more than just sending an email. The most effective SaaS companies treat announcements as opportunities to drive adoption, reinforce value, and build trust. Best practices include:
- Using a changelog to publish structured updates regularly.
- Segmenting announcements by audience, so users only see relevant features.
- Adding visuals and examples to show how the feature works in context.
- Notifying requesters who originally submitted or voted on a feature.
- Multi-channel distribution via in-app widgets, emails, blogs, or social posts.
Done well, feature announcements close the loop: they show customers that their input mattered, encourage usage of the new feature, and increase overall engagement. Tools like FeatureOS provide changelogs with widgets, RSS feeds, and KB conversion to make this process seamless.