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In this episode, Steli and Hiten share tips and tactics that keep your customers up-to-date with your products or services. Listen and learn from Steli and Hiten’s own personal experience of what works, what doesn’t work, and the feasible, clear-cut methods you can easily employ to keep your clients in the loop.  

Time Stamped Show Notes:

  • 00:36 – “One of the most painful things that can happen is a client unsubscribing because your product is lacking some feature…”
  • 01:04 – Failing in educating your customers
  • 02:03 – It’s tough as a customer to be educated in a product’s new features
  • 02:32 – Hiten shares his pet peeve – bugging customers in the wrong ways
  • 03:14 – Unnecessary pop ups and product update notices can frustrate customers
  • 04:38 – Steli shares about his own experience
  • 05:43 – Do something much more simple – Drift as an example
  • 06:26 – In 2006, Crazy Egg had a top bar that had an update sharing what they changed with the product
  • 07:49 – “If you’re not logging into your product and seeing these messages, then you’re probably not doing your job”
  • 08:51 – The methods that used to work may not work anymore
  • 09:10 – Share your updates on Facebook and Twitter
  • 09:21 – Find a way to write great posts regarding your updates
  • 10:44 – Break up your upgrades up into “checkers” and “chess” categories
  • 12:00 – Bundle small changes together and frame it saying “these are all the bugs we’ve fixed”
  • 12:30 – Try using mobile app update posts
  • 13:07 – Big changes are defined by feature launches, think about creative ways to launch
  • 13:40 – Product Hunt is a great way to use for releases
  • 13:55 – Do weekly updates
  • 15:21 – Send less generic newsletters
  • 16:25 – Spend time on the copy and framing of your updates
  • 17:21 – Tell customers about new support articles you created
  • 18:49 – Have a public road map that tells customers what you’re going to do
  • 19:35 – Have a public change log
  • 20:21 – Reduce churn by keeping your customers up-to-date
  • 21:31 – Find people who aren’t using a feature and send them a specialized email
  • 24:22 – Get the engineers and product people telling us what they’ve built and how they feel about it
  • 24:50 – Do the next, logical, feasible thing you CAN do, not the coolest

3 Key Points:

  1. Make the effort to EDUCATE your customers with changes you’ve made to your product.
  2. Cut the unnecessary stuff—pop ups, product update notices, etc.
  3. Break updates into small changes and big changes and FOCUS on how you FRAME the information to your customers.

Resources Mentioned: