Build a release notes template that drives re-engagement

Release Notes: A Re-Engagement Channel, Not a Changelog

Release notes are often treated as technical documentation, not customer communication — and thus become "bug fixes and performance improvements" nobody reads. PostHog's writing on product communication and Intercom's customer engagement research both argue that release notes are a re-engagement surface: a well-framed marquee item with a clear customer benefit and a "how to try it" link can drive 5-15% re-engagement on inactive users.

How the Build a release notes template that drives re-engagement Prompt Works

The prompt structures release notes around a marquee item, specific improvements with customer scenarios, a behind-the-scenes technical item for power users, a customer win for social proof, and a specific ask. Multiple channel versions (modal, email, blog) adapt the content to where it's read.

When to Use It

• Release notes currently produce no engagement.
• A major release is going out and the team wants to drive adoption.
• A changelog needs a template refresh.
• A new PM is establishing release communication.
• Marketing wants PM-generated release content for a blog.

Common Pitfalls

• "Bug fixes and performance improvements". It tells the user nothing. Always frame customer benefit.
• Links to marketing pages. Links should drive product use, not pitch.
• Single channel. The same release notes in different channels reach different audiences.

Sources

• PostHog Blog — PostHog
• Intercom Blog — Intercom
• The Linear Method — Linear
• The Product Engineer Role — PostHog