Announce the launch in a slim bar, not a modal

When to use it

When something shipped in the last 30 days, as a changelog entry, launch post or your own announcement, and the pages most visitors land on say nothing about it.

How to run it

1. 1Run a slim announcement bar for the launch window against the no-bar control: one line, one link, dismissible with memory.
2. 2Show the bar only to returning visitors, for whom 'new' is actually new.

Why it works

Point every eye at the one action

A dismissible bar reaches every visitor without interrupting any of them, unlike a modal. The in-app messaging vendors' own data (Chameleon, Appcues, vendor-reported) has contextual announcements driving several times the feature adoption of email alone.

Source: Chameleon / Appcues in-app announcement data (vendor-reported)