Feature announcement suppresses freshly contacted and brand-new users
Exclude users who were contacted in the last few days and very new signups from feature blasts so the announcement reaches people with enough context to care.
Why this can grow a startup
A launch message can hurt more than it helps when it lands on people who just heard from you or barely know the product. Intercom's own rule is simple and unusually concrete: hold back recently contacted users for at least three days and avoid pushing feature news to brand-new signups in their first month. That spacing matters because relevance is partly temporal. Users need room to absorb the product before another message asks them to absorb the roadmap too.
Source-backed example
Intercom recommends a 'last contacted more than 3 days ago' filter and often excludes users who signed up less than 30 days earlier from feature-announcement campaigns.
Source-reported evidence
Source: Intercom Help: A guide to announcing your new features · Browse Intercom Help: A guide to announcing your new features tactics
Intercom uses a minimum 3-day contact gap and a 30-day new-user exclusion as default launch-message hygiene.
Attributed to the cited source; GrowthDex has not independently verified it. Use this as context, not as a forecast, benchmark, or recommended target.
Evidence scope: claims and metrics are attributed to the linked source; GrowthDex has not independently replicated the reported result. Check the original context and validate fit before applying it. Read the evidence methodology.
Source discovered: May 30, 2026
When to use it
Use this when Lifecycle, Retention, Launches is relevant to messaging cadence, user lifecycle, feature adoption and you can run a bounded test with a free budget.
When not to use it
Do not use it as a substitute for customer evidence, a clear owner, or a measurable stop condition. Local platform rules and market behavior still need checking.
How to do it
- Choose one target segment and define the exact next action this tactic should prompt.
- Adapt the tactic to Lifecycle and Retention, using evidence from Intercom Help: A guide to announcing your new features as context—not as a promised result.
- Record a baseline for: Share of the target cohort repeating the core action within the chosen period. Set a guardrail that would make you pause the test.
- Run a narrow pilot and choose a test window that fits the normal decision or use cycle; do not scale before you have observed the full cycle.
- Compare the signal with its baseline. Scale only if the intended action improves without crossing the guardrail; otherwise revise one variable or stop and record what you learned.
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