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.
Company 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 and metric
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.
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.
Founder checklist
- Read Intercom Help: A guide to announcing your new features and identify what is directly supported.
- Choose one channel context: Lifecycle, Retention, Launches.
- Define the test around Intercom uses a minimum 3-day contact gap and a 30-day new-user exclusion as default launch-message hygiene..
- Set an owner, evidence window, and stop condition before launch.
Explore the context
Apply this with an operator
Connect activation, customer value, retention, and referral into one measurable loop.