As you prepare to launch a new product feature, it's essential to create an unforgettable experience for your active users. In-app messaging is a powerful tool that can drive feature adoption and foster a deeper connection with your audience. By leveraging in-app messages effectively, you can boost retention rates by up to 300% and engage users 8x more effectively than push notifications.

Crafting the Perfect Feature Announcement

Before diving into the details of your new feature, take a step back to consider who this announcement is for. Are you targeting all users or specific user segments? By being targeted in your approach, you can ensure that the right users are excited about the feature without overwhelming those who won't benefit from it.

Think about how you want to communicate with each user segment. Even if you're releasing a feature to all users, different personas may have different ambitions and needs. By crafting thoughtful copy for each group, you can build motivation and increase feature adoption across the board.

The Art of Creating an Eye-Catching Announcement

When creating your new feature announcement, aim to strike the perfect balance between excitement and overwhelm. Don't provide a detailed walkthrough of the feature – save that for the tutorial. Instead, focus on providing users with the most critical information about how this feature will enhance their product experience and help them reach their goals.

Some ways to create an eye-catching and informative announcement include:

  • Keeping your title brief but descriptive
  • Adding some flair with emojis
  • Using instructive illustrations or screenshots to visually summarize the new feature
  • Focusing on the value that the release adds to the individual user's experience
  • Including a call-to-action (CTA) to drive interested users directly to the new feature

Lessons from Klaviyo: A Model for Effective In-App Messaging

Klaviyo's "Visual Flows" feature announcement is a great example of an in-app message that gets it right. The title is straightforward and informative, accompanied by an image that highlights the new feature in action. The copy articulates the value that the new tool provides, and the CTA drives interested users directly to the new product.

Avoiding Banners: A Missed Opportunity

Many companies use subtle banners to announce a new feature, linking users to blog posts or "Learn More" pages. However, this approach falls flat for several reasons. Firstly, it doesn't pack the same punch as an in-app modal. Secondly, banners are easy to overlook and should be reserved for minor product updates. Most importantly, diverting users outside your app is a momentum killer that prevents them from engaging with your new feature.

The Power of In-App Feature Tours

Instead of using banners or links to blog posts, consider using an in-app feature tour or walkthrough. This approach not only keeps users inside your app but also lets them start to engage with the new feature and see it in action.

Lessons from GoToWebinar: Scaling the User Experience

GoToWebinar used Appcues to announce a new feature with a slideout, followed by an in-app tutorial that effectively demonstrates how the Transcripts feature works. By the end of the walkthrough, users not only understand the feature's value but also know how to use it.

Humanizing Your Announcement: Airtable's Approach

Airtable took a different approach when announcing the launch of Airtable Blocks. The message came from one of their team members, making it appear as a friendly and personal note rather than an impersonal piece of marketing material. This human touch makes the announcement stand out and encourages users to engage with the feature.

Conclusion: Elevating App User Experience

By leveraging in-app messaging effectively, you can drive feature adoption, foster a deeper connection with your audience, and boost retention rates. Remember to be targeted in your approach, create an eye-catching announcement, avoid banners, use in-app feature tours, humanize your message, and focus on providing value to the individual user's experience. By doing so, you'll elevate app user experience and set your product up for success.