Bad release notes happen. They land in your customer’s inbox and quickly end up in the virtual trash. So how do you give your new creations the love they deserve and start creating a buzz with your customers? Simple! Beamer has created this detailed guide on how you can write release notes. We also included a release notes template and sample release notes you can follow to create your own.
A full guide on how to write better release notes!
Why do you need to write release notes?
Release notes act as a quickly digestible way for customers to find out about updates to a product or a new release.
Well-written release notes should convey the following:
- What people can expect from your latest release
- Any amendments or bug fixes actioned from the previous version
- What if any action you would like them to take
In this example for a soon-to-be-released advanced segmentation beta, we’ve gone a step further and used a GIF to quickly show our users what they can expect and included a call to action for beta testers.
How to write great release notes.
Writing release notes should be a fun exercise, not a chore. With that in mind let’s look at some tips on how you should write to engage your audience and create excitement around a new development cycle.
Highlight any changes.
This goes without saying but the core focus of your release note should be exactly what’s new or what’s changed.
Write for the user.
Informing users about your actions is rarely as effective as telling users about the new functionality or increased performance your actions created.
Remember to stay away from explaining what you’ve fixed and really focus on how your actions will benefit the user. Things to highlight include new functionality, time-saving features, and fixes to any bugs that have been severely affecting usability or workflow.
Display the change or new product.
Copywriting can only get you so far, for most release notes it can be beneficial to include a GIF, screenshot, picture, or video that helps explain exactly what’s changed in the latest version.
Promote your brand.
Release notes are a form of marketing, whatever your method of distribution (we’ll cover this later) you should be taking advantage of your current audience.
Create a call-to-action for your release notes that encourages upsells. This could be a percentage discount, a free trial for an enterprise plan, or a heavily reduced add-on to their current package. It’s much easier to upgrade a current customer’s plan than find a new customer.
Use a release notes template.
Using a template like the one I’m about to share with you is a surefire way to create consistently awesome release notes that people actually read!
A release notes template for software.
Now we’ve covered why and how you should be writing release notes let’s look at a software release note template that you can easily modify and customize to fit your needs.
Release notes format.
- Date of the release note
- Eye-catching headline
- Coming soon section to create excitement about future releases
- New features of fixes section
- Image or video to support your statements
- Clear and concise call to action
- Opportunity for feedback
Let’s take our template and apply it to an example, in this case, we’ll be using a recent feature we introduced to allow our users to change their default post settings.
Here’s the finished product.
Now let’s take a closer look at a sample release notes and how we applied the template to create our release note and how you can leverage each section to help your users.
Date of the release note.
This needs to be included on every release note you send.
Without a date on your release note users have no idea when the changes will occur and what time frame they’ll be happening in, two key elements of a release note.
Eye-catching headline.
Your headline needs to help the reader ascertain exactly what your release note is about.
Pick one of the sample release notes headlines below to add to your template:
- (insert product or new feature) has lift-off! 🚀
- The wait is over (insert product or new feature) has arrived…
- (insert product or new feature) just got a whole lot better
- Introducing (insert product or new feature)
- We can’t wait for you to meet (insert product or new feature)
Don’t forget you can add emojis to really stop people scrolling! 🚀🚀🚀🚀
New features or fixes section.
Detail changes and what they’ll mean for the user. The key here is to always relate changes to your audience and keep it short. Talk about what’s been changed and how it will benefit them in as few words as possible.
We recommend a text-image-text model. Quickly highlight the feature, and back up it with an image or video followed by more reinforcing details.
Image or video to support your statements.
Use screenshots, pictures, GIFs, or videos to quickly show new features or bug fixes in action.
If you’re low on budget, consider using a service like Loom which allows you to record your screen for free and create a short instructional video to visually display new features or updates.
Clear and concise call to action.
Make it clear exactly what the next step is and what is required.
Opportunity for feedback.
Offer an opportunity to feedback on any issues or questions regarding your release note or the product as a whole.
If you’re on a budget you can add a simple mailto: link directly to your customer support; alternatively, you can use a tool like Beamer to add simple feedback forms to your release notes.
Fed up with creating your release notes manually? Take your release notes to the next level with Beamer’s release note tools that let you easily create release notes, segment your audience and get feedback in no time, all without knowing a single line of code.
Authoring quality release notes
Crafting high-quality release notes is crucial for effective communication between development teams and users. A well-written release notes template serves as a roadmap, detailing the latest features, bug fixes, and improvements introduced in a software update. By adhering to a structured format and clear language, release notes help users understand the changes and improvements, fostering transparency and trust. Whether it’s highlighting key functionalities or addressing user feedback, mastering the art of authoring release notes is essential for delivering a seamless user experience and driving product success.
Who writes release notes?
Typically, writing release notes is a collaborative effort of product managers, developers, and quality assurance teams. While product managers provide strategic insights into the significance of new features or updates, developers offer technical details regarding bug fixes or code changes. Quality assurance teams ensure accuracy and completeness. Using a release notes template streamlines the process, ensuring consistency and clarity in communication. By involving cross-functional teams, release notes can effectively bridge the gap between development efforts and user expectations, enhancing transparency and user satisfaction.
How to distribute release notes effectively.
Now that you’ve created your release note, you need to send it out to your audience as effectively as possible.
Email.
Email gives you access to all your customers at once making it quite possibly the most effective route for your release note.
Don’t forget to include your old churned customers who may have left due to a bug or issue you have fixed. This is a great way to acquire customers previously lost to competitors.
Here’s a fantastic sample release notes from RankMath that uses a release note to upsell its premium offering.
In-app.
In-product alerts allow you to place your release notes where users will undoubtedly see them.
In-app alerts are great for release notes that will drastically affect UX and need to be communicated to 100% of active users. Unlike email though, in-app release notes do not allow you to target old customers who no longer use the app. Let’s take a look at the sample release note from Beamer announcing new triggers.
Social.
Sharing your release notes on your social channels is a fantastic way of creating conversation around your updates and getting direct feedback from your users.
Social media provides you with a fantastic platform to encourage discussion around your product or service that can affect future changes. Unlike the channels above, you are at the whims of the various social media algorithms that control the reach and audience of your posts.
Articles and blog posts.
Web content sits on your website and allows you to dive into detail with long-form content. It that can take the form of tutorials, how-tos, and technical guides.
Web content has the added benefit of being indexed by search engines. It will allow your users to find release notes with a simple Google search. This is a double-edged sword. Without the online visibility, your release notes may not appear for the search terms you want, or not appear on Google at all.
Make sure your brand gets the visibility it deserves by incorporating SEO with Beamer’s helpful beginner guide. Here you can see our detailed look at the Zapier integration. It helps our users really understand the changes and action them using a guide.
Best practices for writing release and product updates.
- Avoid technical jargon – Speak in words your audience understands, and avoid using technical terms, abbreviations, or acronyms.
- Focus on your value proposition – Your release note should clearly communicate what is new and how it will help the user.
- Use your brand design kit – Keep your release note design consistent with font, font size, color palette, and design.
- Keep your release notes consistent in format – Once you’ve created your first release note make sure to keep any subsequent releases consistent across format and design.
- Use images and videos to say more – People value their time and being able to digest information alongside videos or images.
- Segmentation – If you have a large audience consider customizing your release notes for demographics like age, location, or software plan.
- Responsibility – Head over to our release notes best practices guide for a deeper dive into who’s best placed to be writing release notes.
Now you’ve got all the tools you need to create consistent, eye-catching release notes that will keep your users engaged. Head over to our blog for other great guides to help you build your business the right way.
Read “11 Best Practices for Changelogs” to learn about the importance of keeping a changelog for product-led businesses.
FAQs
How to reuse the same template for recurring events?
To reuse the same release notes template for recurring events, product managers can follow a few simple steps to maintain consistency while accommodating changes. First, identify the core components of the template that remain constant across releases, such as the introduction and formatting guidelines. Then, designate sections that require updates for each event, such as feature highlights or bug fixes. By creating a flexible framework within the release notes template, PMs can easily adapt it for recurring events while ensuring clarity and coherence in communication. Additionally, maintaining version control and soliciting feedback from stakeholders can further refine the template’s effectiveness over time.
Where to find templates in the workspace?
In most workspaces, release notes templates can be found in project management tools, internal wikis, or shared drives. Teams may also create customized templates tailored to their specific needs and workflows. Using a standardized release notes template enhances communication and documentation practices across teams, ensuring consistency and clarity in updates.
How to write an internal release note?
Writing an effective internal release note involves several key steps to ensure clarity and relevance for team members. To start with, clearly state the purpose of the release note, highlighting the significance of the update or change. Provide a concise overview of the modifications made, including any new features, bug fixes, or improvements. Use a structured format and straightforward language to convey the information efficiently. Lastly, encourage feedback and discussion within the team to foster collaboration and continuous improvement. By following these guidelines, internal release notes can effectively keep team members informed and aligned with project developments.
What not to include in release notes?
In crafting release notes, it’s essential to avoid cluttering the document with irrelevant information that could obscure critical updates. Avoid including technical jargon or overly detailed explanations that may confuse non-technical users. Similarly, refrain from listing minor cosmetic changes or routine maintenance tasks unless they directly impact user experience. Keeping release notes concise and focused on meaningful changes enhances readability and ensures users can quickly grasp the most pertinent information.
