A SaaS company’s foundation is built on regular product updates. Product updates give you a chance to demonstrate to your clients that you value their feedback and are working to improve the product.
They can be a great way to boost growth by upgrading current customers, reducing churn, or converting potential customers when product update is completed correctly.
Product update announcements:
Changelog with all notable updates General announcements for important updates Personal updates to some specific customers This can be accomplished by publishing a changelog on your website, which is essentially a list of significant product modifications. Keep in mind that you don’t have to, and probably shouldn’t, include every update; instead, concentrate on the most important ones.
You can also do this by posting all of your updates to your company blog. To make it easier for readers to brows.
Create a separate section with the title “product updates.”
2.General announcements for significant updates If you have made a change that all of your users should be aware of, you should mention it in more places than just your changelog. Blog Social media In-app Webinar Email Choose channels based on the update’s significance from the list below. Announcing it on your blog and social media platforms might suffice if it is not crucial.
The majority of businesses keep a changelog and make general announcements; however, very few send personal updates. This could make you stand out from the competition.
Start by determining who cares about the update and how important it is to them in order to do this well.
Who cares about the update to your product?
A few groups of customers or users will typically be interested in a new feature or update. Customers who have specifically requested it, particularly important users or strategic customers, potential customers you want to sign up for, and stakeholders who are generally interested in your updates are all examples of these groups. The first step is to determine who these groups are for your product and company.
How crucial or important is the update for them?
Ask yourself how important the update is to each group of customers who will be concerned about the update to your product. Don’t confuse how much time you spent developing a new feature with how important it is to your customers. You could combine the announcement with another update that is about to come out if the update isn’t really that important. You should be careful not to bombard your clients with irrelevant updates.
Which is the most effective method?
Because you want these messages to be personal, email is your preferred method. Use a tool like Convas if you want to send personalized emails automatically when you launch a feature that a customer specifically requested. Our product update announcements function in this manner. These updates will delight your clients!
You could also text or call your customers if you are close to them. Keep in mind that you are imparting beneficial information that is pertinent to the recipient.
Write the message and send it out now that you have your strategy in place. This might be an example of a plan for announcing a new feature.
Make sure to focus your message on the benefit to the customers who will receive your product update, regardless of how you share it. This is a fantastic chance to speak directly with your clients. By focusing on them, you can demonstrate to them that they are valued and seen.
The best product update email can be created using these seven tips. Of course, not all email campaigns are created equal. You want to write a great product update email, right? Not just a product update email.
How to do it:
Define your intended audience Your audience will decide what and how you share information. If your recipients are developers, it makes perfect sense to delve into technical details; however, if they are social media marketers, you might want to tone down your boasting about your code.
Divide and conquer is a wise strategy when dealing with multiple user segments. Specifically, use segmentation.
Concentrate on your customer’s advantages I already mentioned this, but it bears repeating: The benefits to the end user should be the focus of your messaging. Communicating the value of recent product updates is the most important thing. Best asserts, “Providing a customer-centric experience will ensure that you focus on the benefits.”
Example of a Product Update Email – Dovetail Source Dovetail does not simply announce that they now offer video highlights. They discuss specific use cases—user research stories—and what they will accomplish for the community (inspire team action and bring insights to life).
Has your product become easier to use since the update?
Have you made it easier for your customers to use your product to good effect?Will the update help them save money, time, or both? Will the update enable them to enter new markets or boost revenue in some way?
If you emphasize the reason, you’ll be fine.
3.Keep it brief, simple, and to the point. Emails about product updates should be shorter and more specific when possible.
We don’t want any personal essays that look like they belong on a recipe blog; we just want the hard facts. Optimize for clarity without sacrificing the tone or personality of your brand because your audience may only have a few seconds to absorb your message.
Tattly is following through. I’ll stop here.
Example of a Product Update Email
Tattly Source Naturally, it can be challenging to streamline go-to-market messaging when juggling the viewpoints of various company stakeholders:the marketing, sales, and customer success teams, in addition to the product designers and engineers.
Best asserts, “The winning approach is solid collaboration between all the teams and keeping the customer’s needs top of mind.”
Visuals can be a useful tool for conveying a concept or mood at a glance and simultaneously injecting a little bit of humor into your important update.
The colors and graphics in this email from Glitch are so entertaining. So fun!
Glitch Source 5. By eliminating unnecessary clicks with AMP emails, engagement and conversion rates can increase by up to 500 percent. Really!)
You can experiment with a vast collection of pre-coded, interactive email applications in Dyspatch. A live calculator
Financial institution to demonstrate a brand-new savings plan.
6.Write a compelling email subject line even if you have the best copywriting and most compelling action item. If users don’t open the email, you won’t get very far. If you want subscribers to open your email and find out what’s new, give it some love in the subject line.
In the subject line, emphasize benefits or pique interest gently. No one likes to see subject lines like: “No one likes to see subject lines like this. You haven’t been getting enough!”The majority of people don’t like a lack, Best says.)
She also suggests using humor with caution. Ultimately, your clients want to know that you will continue to invest in your product and their success.
According to Best, “Sharing recent bug fixes and minor improvements helps your customer base know that you continue to improve your service or platform. “It is evolving with the times, not remaining static.
Are you ready to share your masterpiece of a product update?