As product managers, launching a new feature or product update is more than just a release, it’s a pivotal opportunity to strengthen user engagement and showcase ongoing value.
Imagine that after months of research, development, and iterations, your team is finally ready to unveil a feature that your users have been eagerly anticipating. You’ve solved a problem, streamlined an experience, or added functionality that can make a real difference for your customers. But now comes the challenge: how do you get your users excited and ensure they adopt this new feature?
Effectively communicating these announcements is crucial for driving adoption and maintaining momentum. Let’s explore how to use social media and email marketing together to ensure your product updates hit the mark with users.
Tell a story your users care about
Users don’t just want to know what the new feature is, they want to know why it matters to them. What problems will this feature solve? How will it make their lives easier or more productive?
On Social Media
Highlight how the new feature solves a specific problem. Focus on the core benefit and how it enhances the user experience. Use visuals, GIFs, or short videos to make your message pop.
In Email
Dive deeper into how the new feature works and the value it brings. Email provides space to include tutorials, case studies, or step-by-step guides that explain how users can immediately benefit from the update.
According to research, storytelling in product announcements increases user engagement by 22%.
Build Exciment before the launch
Building anticipation is key to ensuring users are ready and waiting to engage the moment your new feature is available. Product managers know the importance of engaging users throughout the product life cycle, apply this mindset to your announcements as well.
On Social Media
Post short sneak peeks or early-access opportunities. Use countdowns and behind-the-scenes content to make users feel involved in the process.
In Email
A pre-launch email campaign is a powerful way to engage your most loyal users. Offer exclusive early access, invite them to beta test the feature, or give them an inside look at how the feature was developed.
Pre-launch campaigns have been shown to increase conversion rates by up to 40% when users feel involved in the product’s development.
On the big day
Your users need to feel that this launch is a milestone, an event they won’t want to miss. Timing and coordination across your channels will make all the difference.
On Social Media
Announce the launch with flair. Use eye-catching visuals or animations to capture attention, and pair the post with a clear call-to-action (CTA).
In Email
Your email announcement should outline the benefits of the feature, include a CTA for users to try it immediately, and offer resources like FAQs or video tutorials to help them get started.
Visual content increases message retention, with users 80% more likely to remember information they see.
Keep momentum going on
You’ve got users excited, but the key now is sustaining that engagement. Continue nurturing adoption and usage by reinforcing the benefits and addressing any questions that arise.
On Social Media
Keep the conversation going. Share success stories, user-generated content, or a quick “how-to” video that shows the feature in action. Run a poll asking users how they’re enjoying the new feature or offer tips on getting the most out of it. This keeps your product top-of-mind and shows that you’re actively listening to user feedback.
In Email
Send a follow-up email to users who haven’t engaged with the new feature yet. Highlight specific use cases that might appeal to different segments of your user base. For engaged users, share advanced tips or invite them to join a community discussion about the feature. Personalization here is key to maintaining relevance and driving ongoing usage.
Follow-up campaigns can increase feature adoption by as much as 50% when segmented for personalization.
Measurement is key
As a product manager, you understand the importance of data-driven decisions. Your product announcements should be no different. Analyze the performance of your social media and email campaigns to gauge what’s working and where you can improve.
Cross-Channel Synergy
Your product announcements will be most effective when social media and email work together in tandem. Promote Email Sign-Ups on Social Media: Use social posts to direct users to exclusive email content, such as in-depth guides, special offers, or first access to new features. Email Social Teasers: Add social links and previews in your emails, driving users to engage with ongoing conversations or user stories on social platforms.
Closing Thoughts
A successful product announcement goes beyond simply sharing new information, it’s about creating an experience that makes users feel connected, valued, and excited about what’s coming next. With a strategic approach to both social media and email marketing, you can turn every product update into a moment of engagement, driving adoption and building long-term loyalty.
For product managers, this isn’t just a skill, it’s an essential part of your toolkit. Mastering how you communicate product changes is key to not only maintaining user trust, but also fostering a thriving relationship with your audience, ensuring that your product continues to grow and succeed in a competitive market.
Bibliography
- Bhargava, Rohit. The Non-Obvious Guide to Marketing & Branding (Without a Big Budget). Ideapress Publishing, 2019.
- Godin, Seth. This Is Marketing: You Can’t Be Seen Until You Learn to See. Portfolio, 2018.
- Patel, Neil. “How to Create Buzz and Anticipation for Your Next Product Launch.” NeilPatel.com, 2023, www.neilpatel.com/blog/create-buzz-product-launch/.
- Chaffey, Dave. Email Marketing: Strategy, Implementation, and Practice. Routledge, 2020.
- HubSpot. “Data-Driven Marketing: The Future of Product Announcements.” HubSpot Blog, 2022, blog.hubspot.com.
- Cialdini, Robert B. Influence: The Psychology of Persuasion. Harper Business, 2006.
- Kantrowitz, Alex. “Why Cross-Channel Marketing is Critical for Product Launches.” Marketing Dive, 2022, www.marketingdive.com.