As a product manager, you know that releasing a new feature is exciting, but it can also be stressful. You’ve spent months developing and testing the feature, but how do you make sure that your users know about it? This is where a feature announcement comes in. 

In this guide, we’ll take you through everything you need to know about feature announcements, from why they’re important to best practices for crafting your message.

What are feature announcements?

A feature announcement is a message sent to your users, letting them know about a new feature that you’ve added to your product. It can be sent through a variety of channels, such as email, in-app notifications, or social media. 

The goal of a feature announcement is to inform your users about the new feature, how it works, and how it will benefit them.

Why are feature announcements important?

Feature announcements are important for several reasons. 

  • They let your users know that you’re constantly improving your product. This can increase customer satisfaction and loyalty. 
  • Feature announcements also help users discover new features that they may not have known about otherwise. This, in turn, increases your chances of driving customer expansion.
  • Finally, feature announcements can help reduce the number of support tickets you receive by proactively addressing any questions or concerns about the new feature.

Feature announcement Best Practices

Now that you know why feature announcements are important, let’s talk about best practices for crafting your message. 

  1. First, keep it simple and focused. Your message should clearly communicate the benefits of the new feature without overwhelming the user with technical details. 
  2. Second, use visuals to help explain the feature. Screenshots or videos can be a great way to show the user how the feature works. 
  3. Finally, make sure your message is actionable. Include a call-to-action that encourages the user to try out the new feature.

Preparing for a feature announcement

Before you send out your feature announcement, there are a few things you should do to prepare. 

First, make sure the new feature is fully tested and ready to go. You don’t want to send out an announcement only to have users encounter bugs or other issues. 

Second, consider segmenting your user base. If the new feature is only relevant to a subset of your users, you may want to send the announcement only to that group. 

Finally, prepare any support materials you may need. This could include a FAQ document or a tutorial video.

Crafting your feature announcement message

When crafting your feature announcement message, keep in mind the best practices we discussed earlier. Start with a clear and attention-grabbing headline that communicates the benefit of the new feature. Follow with a brief description of the feature and how it works. Use visuals to help explain the feature, and include a call-to-action that encourages the user to try it out.

Choosing the right channels for your announcement

There are several channels you can use to send out your feature announcement, including email, in-app notifications, and social media. The right channel for your announcement will depend on your user base and the nature of the new feature. 

For example, if the new feature is only relevant to power users, you may want to send the announcement via email. If the new feature is more general, an in-app notification or social media post may be more appropriate.

If you want to be able to send personalized communication to different segments of your users, try FROGED’s Behavioral Emails and In-App Automessages based on user behavior within your product. 

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Timing your feature announcement

Timing is an important factor to consider when sending out your feature announcement. You want to make sure that your users are receptive to the message and have time to try out the new feature. 

Avoid sending the announcement during busy times, such as holidays or weekends. Instead, try to send it during a quiet period when users are more likely to engage with the message.

Measuring the success of your feature announcement

Once you’ve sent out your feature announcement, it’s important to measure its success. This can help you determine if the message was effective and if users are adopting the new feature. 

Some metrics to consider include open rates, click-through rates, and usage of the new feature. Use this data to refine your future feature announcements and improve your overall product strategy.


In conclusion, a well-executed feature announcement can be a powerful tool for increasing user engagement and satisfaction. By following the best practices we’ve discussed, you can craft a message that effectively communicates the benefits of your new feature and encourages users to try it out. 

Remember to measure the success of your announcement and use the data to improve your future product strategy.