What is Feature Launch Email?

Since the rise of email as a primary form of communication, companies have relied on it for direct communication with customers.

One of these strategies is the Feature Launch Email, which gained traction with the advancement in tech-based businesses, especially those involving digital platforms and apps.

Simply put, a Feature Launch Email is a strategic move where you share news about a new addition or improvement to your service with your customers. If you have designed a new feature, or refined an existing one, an email is the perfect way to announce this development and encourage users to engage with it. This practice doesn't just keep your active users informed about what they can expect in their next interaction, but it also re-engages less active users, rekindling their interest in your platform. The best Feature Launch Emails highlight changes that were prompted by user feedback, taking the opportunity to demonstrate that you listen to your userbase and are responsive to their needs.

The intention of this tactic is "Retention" which means the purpose is to retain existing customers and keep them engaged, active and satisfied with your platform. This approach is particularly effective in maintaining customer loyalty and keeping your platform relevant to its users.

Examples of Feature Launch Email

  1. Social Media App Update: A social media company introduces a new feature that helps users manage their privacy settings. They send an email to their users highlighting the feature, explaining its benefits, and showing how it came about from user feedback about privacy concerns.

  2. E-commerce Platform Upgrade: An e-commerce site rolls out an improved product search engine. An email is sent to users explaining how the new search option works, its advantages, and emphasizing how it was designed per user suggestions to enhance their shopping experience.

  3. Online Learning Portal: An online education platform introduces a new course on digital marketing. They send an email to registered learners explaining about the course, its contents, and the perks of enrolling for it.

  4. Fitness App Revamp: A fitness app has redesigned its user interface to be cleaner and easier to navigate. They send an email to users detailing the changes, why they were made, and how it will lead to a smoother user experience.

  5. Email Marketing Tool: An email marketing tool adds an AI-driven content recommendation feature. An email announcement is sent to users outlining how to use this new feature and the potential benefits in terms of user engagement it brings.

Marketing Tactics Similar to Feature Launch Email

  • Product Update Blog Post: This is a detailed post about a product update or new feature launch targeting potential customers who regularly visit the company blog.

  • Social Media Announcement: Sharing news about new features or updates on social media to reach a wider audience.

  • In-app Notifications: Directly notifying users about updates or new features when they are using the platform or application.

  • Press Release: Official statements issued to news outlets to announce significant updates, new features, and improvements to reach a wider audience beyond just current users.

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