Ever wonder what happens to those feature requests you send to your favorite apps? Too often, they seem to vanish into thin air. But smart companies know that following up on these requests is a goldmine for growth. This simple tactic, known as feature request follow-up, can transform casual users into loyal fans and even boost your bottom line.

At its core, feature request follow-up is about closing the loop with customers who've taken the time to share their ideas. When you build a feature someone asked for, reaching out to let them know shows you value their input. It's a small gesture that can make a big impact on customer satisfaction and retention.

But the benefits don't stop there. By reconnecting with these engaged users, you open the door to upselling opportunities. Maybe the new feature is part of a premium plan, or perhaps it solves a problem that justifies an upgrade. Either way, you're not just building goodwill – you're creating a path to increased revenue.

Take statuspage.io, for example. They turned feature request follow-ups into a key part of their growth strategy. By tracking requests and personally reaching out when new features launched, they grew their annual recurring revenue from zero to $2.49 million. Even more impressive, this approach helped them boost their average revenue per customer by 2.4 times. It's proof that a little follow-up can go a long way in driving growth.

Why this works

Feature request follow-up works so well because it taps into several key psychological and business principles:

1. Reciprocity. When you acknowledge and act on a customer's suggestion, they feel a sense of obligation to return the favor. This often translates into increased loyalty, positive word-of-mouth, or even upgrades to premium plans.

2. Validation. Users who submit feature requests are already engaged with your product. By implementing their ideas, you validate their input and make them feel heard. This deepens their connection to your brand and product.

3. Personalization. Reaching out individually to users who requested a feature shows that you treat them as individuals, not just nameless customers. This personal touch can significantly boost satisfaction and retention.

4. Timing. Following up when a requested feature is released catches users at a moment of high interest and engagement. This makes it an ideal time for upselling or encouraging increased usage.

5. Social proof. When users see their ideas implemented, it reinforces the notion that your product is actively improving based on user feedback. This can attract new customers and retain existing ones.

6. Targeted marketing. By focusing on users who requested specific features, you're marketing to a highly relevant audience. This increases the likelihood of conversion compared to broad, untargeted campaigns.

7. Customer-driven development. This approach ensures you're building features that at least some portion of your user base actually wants, increasing the chances of product-market fit.

8. Reduced churn. Users are less likely to leave for a competitor if they see you actively implementing their suggestions.

9. Increased lifetime value. As seen in the StatusPage.io example, this tactic can lead to significant increases in average revenue per customer.

10. Feedback loop. By closing the loop on feature requests, you encourage more users to submit ideas, creating a virtuous cycle of product improvement and customer engagement.

This tactic is particularly effective for:

• SaaS companies. Software-as-a-service businesses can quickly implement and roll out new features based on user feedback.

• Marketplace platforms. These can use feature requests to improve both sides of their marketplace, enhancing the experience for buyers and sellers alike.

• Digital product creators. Creators of courses, ebooks, or other digital products can use this tactic to refine and expand their offerings based on customer needs.

• E-commerce stores. Online retailers can use feature requests to improve their shopping experience, from search functionality to checkout processes.

By leveraging the power of feature request follow-ups, these types of businesses can create a more engaging user experience, drive product development, and ultimately boost their bottom line.

How you can steal this

Here's how you can implement the feature request follow-up tactic in your business:

1. Set up a tracking system. Create a spreadsheet or use a customer feedback tool to log feature requests. Include details like the requester's name, email, date, and specific feature requested.

2. Prioritize requests. Regularly review your log and prioritize requests based on factors like frequency, strategic value, and development effort.

3. Implement requested features. As you develop new features, focus on those that align with both user requests and your product roadmap.

4. Prepare personalized follow-ups. Draft email templates for feature releases, but leave room for personalization. Include details about how the feature addresses their specific request.

5. Timing is key. Reach out as soon as the feature is live or in beta. This capitalizes on the moment of highest relevance and engagement.

6. Offer exclusive access. For high-value customers or frequent requesters, consider offering early or beta access to new features.

7. Include a clear next step. Whether it's trying the new feature, upgrading to a plan that includes it, or scheduling a demo, always provide a clear call-to-action.

8. Track results. Monitor metrics like feature adoption, upgrades, and customer retention for users you've followed up with.

9. Iterate and improve. Use the feedback from this process to refine both your product development and follow-up strategies.

10. Scale thoughtfully. As your user base grows, use segmentation and automation tools to maintain personalization at scale.

Here are some specific applications for different types of businesses:

• SaaS company. A project management tool could track feature requests in their help desk software, then send personalized emails when new features are released, including a link to upgrade if the feature is part of a higher-tier plan.

• Marketplace app. An online freelancing platform might use feature requests to improve both the client and freelancer experience, following up with personalized messages about new tools or filters that users requested.

• E-commerce store. An online retailer could follow up on requests for specific product features or shopping experience improvements, potentially offering early access to new collections or improved search functionality.

• Digital product creator. A course creator could use feature requests to refine course content or learning platforms, following up with personalized emails about new modules or interactive elements added based on student feedback.

Remember, the goal is to close the loop with users who took the time to provide input, showing them their voice matters and potentially turning them into more loyal (and higher-paying) customers.

Examples of feature requests follow-up

Here are some real-world examples of how companies have successfully implemented feature request follow-ups:

SaaS company. A project management software startup implemented a system where every feature request was logged in a centralized database. When they released a new kanban board view that multiple users had asked for, they sent personalized emails to each requester. The email included a short video demo of the new feature and an offer for a free month of their premium plan to try it out. This approach led to a 15% increase in upgrades among contacted users.

Marketplace app. A freelancing platform noticed many users requesting the ability to schedule video calls directly within the app. After implementing this feature, they reached out to all requesters with a personalized message inviting them to try it. They also offered these users the chance to be part of an exclusive beta group for future features. This not only drove adoption of the new feature but also created a dedicated group of power users who continued to provide valuable feedback.

E-commerce store. An online clothing retailer received numerous requests for a "virtual try-on" feature. After developing and launching the AR-based tool, they sent personalized emails to everyone who had asked for it. The email included a promo code for 20% off their next purchase when using the new feature. This strategy resulted in a 30% increase in average order value among users who tried the virtual try-on.

Digital product creator. An online course platform tracked feature requests from both instructors and students. When they launched a new interactive quiz feature that many had asked for, they reached out to all requesters with a personalized message. For instructors, they offered a free consultation on how to best use the new feature in their courses. For students, they provided early access and asked for feedback. This approach led to a 25% increase in course completion rates for courses that implemented the new quiz feature.

Subscription box service. A meal kit delivery service received frequent requests for more vegetarian options. When they expanded their menu to include a full vegetarian line, they contacted all users who had previously requested this. They offered a free vegetarian box to try, along with the option to easily switch their subscription. This resulted in a 40% reduction in churn among vegetarian customers.

Here's an example of how StatusPage.io implemented this tactic:

At StatusPage.io, they tracked customer feature requests in a Google spreadsheet. When a user made a request, they logged it and often got on the phone to chat with the customer. Once the feature was built, they reached back out to inform the customer. This follow-up often included a short sales process to upgrade the customer to a higher tier plan that included the new feature. Using this method, StatusPage.io grew their annual recurring revenue from $0 to $2.49M and increased their average revenue per customer by 2.4x.

Remember, the key to successful feature request follow-ups is personalization, timing, and providing clear value to the user. Whether it's early access, a free trial of a premium feature, or simply acknowledging their input, making users feel heard and appreciated can significantly boost engagement and loyalty.