Changelog Distribution: Where (Else) Should You Share Your Product Updates?

Key Takeaways

• Relying on just email or a website changelog limits your reach.
• Use Slack, status pages, social media, in-app notifications, and partner portals to maximize visibility.
• Timing and formatting matter—optimize for each channel.
• Automate your multi-channel distribution with tools like SimpleDirect to save time and boost engagement.

Why Sticking to Email or Your Site is a Missed Opportunity

Users interact with brands across a growing number of platforms.

Relying only on email or a changelog page to share product updates means you’re likely missing large portions of your audience.

Consider this:

• Only 21% of emails are opened on average (Source: Campaign Monitor).
• Users spend 4-5 hours daily on workplace tools like Slack or Teams (Source: Business of Apps).
• Social media users are increasingly engaging with brands—Twitter alone reports 53% of users follow business accounts (Source: Hootsuite).

This means your updates need to go beyond email and static web pages. A multi-channel strategy ensures your users see and engage with your latest features, bug fixes, or announcements.

Where to Share Product Updates

Here are 6 essential channels for distributing changelogs and product updates:

1. Slack and Workplace Chat Tools

Slack and other workplace tools are where many users spend most of their day. A well-placed update here can drive instant attention.

• Best for: Enterprise SaaS, power users, team updates.
• Example: Push updates to a shared Slack channel via an integration or app.
• Stat: Slack integrations improve engagement rates by up to 10-15% for product updates.

2. Status Pages

Traditionally used for downtime alerts, status pages can also house ongoing updates such as bug fixes or system improvements.

• Best for: Technical updates, reliability improvements.
• Tip: Include a “What’s New” section on your status page for transparency.
• Example: Cloudflare’s status page includes detailed incident reports alongside feature updates.

3. In-App Notifications

In-app notifications allow you to reach users while they’re actively engaged with your product.

• Best for: Feature launches, UI changes, onboarding improvements.
• Stat: In-app notifications have a 70% higher engagement rate than email (Source: OneSignal).
• Example: Show tooltips or modals highlighting new features when users log in.

4. RSS Feeds

RSS feeds may seem outdated, but they’re still popular with technical users and developers who prefer real-time updates delivered directly to their tools.

• Best for: Developers, power users, open-source projects.
• Example: GitHub’s changelogs are distributed via RSS to keep developers informed.

5. Social Media

Social platforms like LinkedIn, Twitter, and even Instagram help amplify your updates and drive engagement.

• Best for: Major announcements, product milestones, and brand awareness campaigns.
• Stat: Tweets with visuals are 3x more likely to get engagement compared to text-only updates (Source: Buffer).
• Example: Create a short video walkthrough of your new feature for Twitter.

6. Partner Portals

For products with resellers or partners, sharing updates in a partner portal ensures everyone in your ecosystem stays informed and aligned.

• Best for: B2B SaaS, reseller or partner ecosystems.
• Example: Include changelogs in your partner resource center or send targeted emails to partners.

Which Updates Belong Where?

Not all updates are suitable for every channel. Here’s a quick guide:

Recommended Channels for Product Updates

Type of Update	Best Channels
Major Feature Launches	Email, social media, in-app notifications, partner portals.
Minor Improvements	Status pages, RSS feeds, changelog pages.
Bug Fixes	Status pages, RSS feeds, in-app (for affected users).
UI/Workflow Changes	In-app notifications, email (with onboarding tips).
Security Updates	Status pages, email, partner portals.

Timing & Formatting: Getting It Right

Timing and formatting your updates correctly can significantly improve visibility and engagement.

Timing Tips

• Slack/Workplace Tools: Post during working hours in key time zones (e.g., 10 AM local time).
• In-App Notifications: Trigger updates when users engage with the relevant feature.
• Social Media: Post early in the week (Tuesday-Thursday) and during peak engagement hours (10 AM-12 PM).
• Email: Send emails mid-week (Tuesday or Thursday) for higher open rates.

Formatting Tips

• Slack: Short, actionable messages with a link to the full update.
• Social Media: Use eye-catching visuals, GIFs, or short videos.
• In-App: Keep notifications concise, with a clear CTA guiding users to explore the update.
• Email: Use personalized subject lines (e.g., “You asked, we delivered: New feature available now”).

Sample Multi-Channel Distribution Calendar

Here’s a simplified calendar for your next update:

Sample Multi-Channel Distribution Calendar

Day	Channel	Action
Day 1	Email	Send an announcement email with links to the changelog.
Day 1	In-App Notification	Display a modal or tooltip highlighting the update.
Day 2	Social Media	Share on Twitter, LinkedIn, and Instagram with visuals or a demo video.
Day 3	Slack/Workplace Tools	Share the update in relevant Slack channels (e.g., #product-updates).
Day 4	Status Page & RSS Feeds	Update your status page and RSS feed with the new changelog.
Day 5	Partner Portals	Notify partners through your partner portal or custom email outreach.

Automating Multi-Channel Distribution with SimpleDirect

Managing updates across multiple channels doesn’t have to be overwhelming.
Tools like SimpleDirect make multi-channel changelog distribution seamless:

• Centralized Management: Create a changelog once and distribute it everywhere.
• Built-in Integrations: Push updates to Slack, email, in-app modals, and status pages with minimal effort.
• Custom Templates: Tailor messaging for each platform.
• Analytics: Track engagement across channels and refine your strategy.

With SimpleDirect, you can save time, improve consistency, and ensure more users see your updates.

Checklist: Where Should You Share Your Next Release?

Before launching your next update, ask yourself:

• Have I updated the changelog on my website?
• Did I distribute the update via Slack or workplace tools?
• Is the update live on my status page or RSS feed?
• Have I sent an email announcement?
• Did I create an in-app notification?
• Have I shared on social media with visuals?
• Did I notify partners or resellers?

Next Steps

Ready to streamline your changelog distribution? Try SimpleDirect for free today and ensure your users never miss another update!