Launch notes are sometimes handled as simply one other tedious formal requirement. That’s so unsuitable.
Though the brutal reality is that the overwhelming majority of individuals don’t learn them, launch notes current an amazing alternative to wow the area of interest that really reads them.
Effectively-thought exterior launch notes may help you turn into extra memorable for customers. Inner launch notes make potential troubleshooting and dependencies simple to repair.
On this article, I’ll cowl the subject of exterior launch notes — particularly these shared publicly with customers. Let’s see learn how to write and distribute these successfully.
Desk of contents
Writing good launch notes
Exterior launch notes are normally present in three locations:
- The App Retailer
- Google Play
- An organization’s public web site
Their official aim is to tell customers about current adjustments and the content material of the patches/updates. And roughly 90 % of customers don’t learn them.
However for this remaining 10 % — which isn’t that small in spite of everything — launch notes are one other touchpoint between them and your product.
The best way you utilize this touchpoint contributes to your total model notion. Sadly, most merchandise simply bore customers with information. Though there’s nothing unsuitable with that, there are extra fascinating methods to convey info than simply sharing dry information.
Let’s check out some examples.
Instance: Citymapper utilizing launch notes to convey some humor
Citymapper proved that there’s a substitute for “minor bug fixes” again virtually a decade in the past:
Though a bit wordy, combining humor with slightly little bit of storytelling made these launch notes an thrilling and memorable learn.
What can we study from these
In the beginning, even minor bug fixes may be offered in an fascinating means.
“There are not any hoverboards. It’s essential to nonetheless put on socks” — though these don’t convey any further info, they match the storytelling completely and make the learn extra charming.
Instance: Slack utilizing releases notes as a communication touchpoint
Slack took issues a bit additional. Throughout the COVID-19 outbreak, they used the house solely as a communication touchpoint with customers with out giving any details about the discharge by any means:
In case you had been one in every of these 10 % of customers who learn launch notes, it in all probability warmed your coronary heart slightly. And these notes went so viral that you just in all probability heard about them even with out studying them on the App Retailer, which additional bolstered Slack’s model.
What can we study from these
Most significantly, launch notes can act as an extra communication channel — one thing between push and e-mail.
It’s additionally potential to jot down launch notes with out truly informing customers concerning the launch content material. However watch out, this works finest for established manufacturers.
Lastly, good launch notes can go viral, providing you with loads of consideration in on-line media.
Instance: Medium maintaining it quick and candy
Launch notes don’t all the time must be wordy. Let’s check out one in every of Medium’s launch notes from 2015:
These launch notes may be consumed in a short time whereas nonetheless staying in person recollections for longer.
What can we study from these
Effectively, typically one sentence is sufficient. Just a few phrases, like “fired Peter,” can differentiate between boring and memorable launch notes.
Additionally, don’t rent Peter.
Extra nice articles from LogRocket:
Instance: Guide sneaking a single bullet level to in any other case customary launch notes
Maybe you favor the old-school model of launch notes, i.e., a bullet-pointed listing of adjustments. That’s okay, however you possibly can spice it up, too:
Guide made us chuckle a couple of years again by slipping a love confession into their listing of fixes one time. Simply curious, who was the precise recipient?
What can we study from these
One further bullet level to in any other case customary launch notes would possibly make an enormous distinction.
Instance: Amazon making their launch notes simply scannable
Simply scannable and comprehensible launch notes titles are magic. They:
- Summarize the discharge notes’ content material
- Enable to simply discover the notes we’re on the lookout for
- Assist customers atone for months of updates, displaying that the product is being developed over time
You don’t must go deep into particulars to know what’s occurring on Amazon Enterprise. After visiting their launch notes web site, you already know that quite a bit is going on for them. You’ll be able to simply atone for what you missed and dig deeper into subjects you might be genuinely fascinated about.
What can we study from these
Effectively-written titles may help customers atone for months of updates. Additionally they present a narrative of how the product is being developed.
Instance: Brainly automating for steady supply
All good, however what in case you have a sturdy steady deployment pipeline? Writing launch notes every single day just isn’t scalable.
On this case, it’s price simplifying and automating:
What can we study from these
Launch notes may be very generic — there’s no want to jot down one thing new each week, particularly when you launch usually.
Distributing launch notes
Writing launch notes is one factor, however distributing them is a special story.
Though you possibly can’t change the truth that most customers gained’t learn launch notes, you may make efforts to extend the variety of individuals that really learn them.
There are a couple of causes you would possibly need to do this:
- It encourages individuals to replace their model of the product
- It reveals them the product grows over time
- It prompts them to check out and undertake new options
- It’s one other buyer touchpoint
Whereas launch notes for cellular apps are distributed in shops mechanically, there are various methods to extend the attain of notes for each cellular and internet merchandise.
Pushes and in-apps
One of many methods is to ship customers a push notification or some type of in-app messages, corresponding to a pop-up banner.
These have fairly excessive discoverability and are among the many finest methods to make sure customers don’t miss a vital replace.
A devoted web page
A devoted web page containing all details about releases is an efficient solution to set up and showcase all of your laborious work. It’s additionally vital for B2B merchandise.
To make it extra environment friendly, transfer site visitors there from different sources (such because the pushes talked about above). Few individuals organically seek for launch notes by way of Google.
Social media
Though you shouldn’t brag about each single bug repair in your social media channels, extra fascinating updates deserve some protection there.
With some luck and well-written copy, you would possibly even go viral.
Media protection
Do you intend to launch a game-changing replace redefining the worth of your product? That may be price masking within the media.
You don’t have to purchase a Tremendous Bowl slot. Getting protection on HackerNoon or another web publication might be sufficient.
In case you replace your app each week, please don’t ship an e-mail to your clients each time (though, in some uncommon instances, it may be acceptable). Nevertheless, it’s nonetheless a viable communication channel price utilizing once you need to attain as many individuals as potential with some main updates.
Buyer representatives
Some updates may be price speaking to clients straight. It’s largely true for B2B merchandise, particularly when you ship an replace your key shoppers have been nagging you about for ages.
Think about using your gross sales pressure and account managers to proactively attain out to shoppers and inform them about main adjustments you simply printed.
Different touchpoints
Overview all touchpoints you’ve got along with your end-users and decide if you need to use them as a launch communication channel.
For instance, you can add a small part with the newest updates in your buyer help portal.
Conclusion
Launch notes, though usually uncared for, current you with a chance to wow your customers and strengthen your model communication.
Don’t use them simply as a medium to convey information. Suppose by way of how one can talk your values, add some humor, or make your customers smile. They’ll bear in mind.
Nevertheless, when you spend further effort to jot down killer launch notes, don’t neglect the distribution half. You’ll be able to triple the attain of your launch notes when you embody truly speaking about them in your communication technique.
Featured picture supply: IconScout
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