Growth idea action plan
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.
Key metric to watch
Intercom uses a minimum 3-day contact gap and a 30-day new-user exclusion as default launch-message hygiene.
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. For retention, I would watch the second and third use, not just the first click. A tactic is real when it changes a habit. For this tactic, I would watch one clear growth signal before putting more time or budget behind it.
Action plan
- Define one narrow startup segment where feature announcement suppresses freshly contacted and brand-new users can create a measurable lift.
- Turn the tactic into one offer, page, campaign, or workflow for the Lifecycle and Retention channel.
- Use the evidence from intercom.com to set the first version of the message, format, and audience.
- Launch a small test for 7 to 14 days with one success metric: one measurable growth signal.
- Review the result, keep the winning message, remove weak variants, and turn the learning into a repeatable growth playbook.
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: Intercom Help: A guide to announcing your new features (intercom.com)
GrowthDex source hub: Intercom Help: A guide to announcing your new features
Last checked: 2026-05-30
Adjacent tactics in the same lane
If this page is close to your problem, these tactic pages usually belong in the same working set.
- Feature announcement segmented by access, request, and in-product context same source · 2 shared channels · 1 shared stage
- Feature announcement goal event defined before send same source · 2 shared channels · 1 shared stage
- GitHub release notes categories match the upgrade job 2 shared channels
- Pre-launch inbox clear and macro pack 2 shared channels
Related GrowthDex essays
- A launch should teach before it interrupts launches, brand trust, customer support
Read GrowthDex essays
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Why this is worth your time
GrowthDex starts with tactics that founders, marketers, and product teams have actually tried. Each essay turns the evidence into a practical move you can test without pretending one case study is a guarantee.
Ian Goh has helped grow consumer platforms across Southeast Asia, India, and MENA. His work includes scaling Tiki to 100M+ users, doubling BIGO's MENA revenue in 7 months, and increasing OYO's direct booking share across 6 Southeast Asian markets.
- Helped scale Tiki to 100M+ users.
- Doubled BIGO's MENA revenue in 7 months.
- Raised OYO's direct booking share by 50% across 6 Southeast Asian markets.
Want help turning this into a growth system?
If you want someone to pressure-test this against your real market, Ian works with founders on growth, market entry, and operator-led distribution.
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