# Feature announcement segmented by access, request, and in-product context

> Announce a new feature differently to people who already have access, people who requested it, and people who just triggered the related behavior inside the product.

- Canonical HTML: https://growth.iangoh.com/growth-ideas/feature-announcement-segmented-by-access-request-and-in-product-context/
- Source: [intercom.com](https://www.intercom.com/help/en/articles/231-a-guide-to-announcing-your-new-features)
- GrowthDex source hub: [Intercom Help: A guide to announcing your new features](/sources/intercom-help-a-guide-to-announcing-your-new-features-intercom-com/)
- Last checked: 2026-05-30
- Rarity: rare
- Budget: low
- Channels: Lifecycle, Product, Launches
- Stages: feature adoption, segmentation, contextual messaging, upsell


## Why this can grow

Most launch messages are too blunt. They describe the feature once and hope everybody cares for the same reason. Intercom's guidance is more precise: users with access need the how, users without access need the upgrade case, requesters make good beta targets, and active users respond best when the message appears right after a related action. That segmentation makes the announcement feel less like a broadcast and more like help arriving at the moment the feature is relevant.

## Ian's take

From scaling consumer platforms across MENA and Southeast Asia, my default is to distrust growth work that only looks good in a slide. My bias is to treat this as a small market test first. Make the audience narrow, make the promise concrete, and let the first real response decide whether it deserves more work. I would run it small enough to learn quickly, then only scale the parts that real users repeat, save, reply to, or buy from. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.

## Action plan

1. Define one narrow startup segment where feature announcement segmented by access, request, and in-product context can create a measurable lift.
2. Turn the tactic into one offer, page, campaign, or workflow for the Lifecycle and Product channel.
3. Use the evidence from intercom.com to set the first version of the message, format, and audience.
4. Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
5. Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.

## Source-backed example

Intercom recommends separate announcement filters for users who already have feature access, users who requested the feature, users who could be upsold, and users who just took a related in-product action such as taking a screenshot before seeing an annotation feature.

## Adjacent tactics in the same lane

- [Feature announcement goal event defined before send](/growth-ideas/feature-announcement-goal-event-defined-before-send/) - same source, 2 shared channels, 1 shared stage
- [Feature announcement suppresses freshly contacted and brand-new users](/growth-ideas/feature-announcement-suppresses-freshly-contacted-and-brand-new-users/) - same source, 2 shared channels, 1 shared stage
- [In-app changelog notifications at the moment of use](/growth-ideas/in-app-changelog-notifications-at-the-moment-of-use/) - 2 shared channels, 1 shared stage
- [Zapier template version compatibility before promotion](/growth-ideas/zapier-template-version-compatibility-before-promotion/) - 3 shared channels

## Read GrowthDex essays

Browse the plain-English essay index at [GrowthDex Blog](/blog/).

## Related GrowthDex essays

- [A launch should teach before it interrupts](/blog/a-launch-should-teach-before-it-interrupts/) - launches, brand trust, customer support

## Advisory

If you want help turning this into a working growth system, Ian Goh offers advisory at https://iangoh.com/advisory.