Not every product update is a headline-grabber. Some features are highly specific, meant for a niche segment — maybe power users, admins, or a subset of enterprise customers.
But just because only 5% of your users will use a feature doesn’t mean you shouldn’t launch it strategically. In fact, niche features, when positioned correctly, can:
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Strengthen loyalty among key segments
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Signal product maturity
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Unlock upsell or expansion opportunities
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Reduce churn for high-value customers
So how do you launch a low-usage feature in a way that makes an impact?
Let’s break it down.
1. Start by Reframing the Purpose
Instead of asking “How do we get everyone to care about this?”, ask:
“Who absolutely needs this — and what would success look like for them?”
This changes your launch focus from mass appeal to precision impact.
Ask:
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Who are the 5%?
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Are they your most valuable users?
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Are they gatekeepers, admins, decision-makers?
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Will this feature help expand revenue or retention?
2. Identify and Segment the Target Users
Map out exactly who needs this feature and why.
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By role: Admins, team leads, analysts, finance
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By plan: Enterprise, legacy, premium tiers
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By behavior: Power users, active in certain workflows
Create a custom user list (from your CRM or product analytics tool) to target directly in messaging.
Also Read: Advanced Digital Marketing Training in Chandigarh
3. Craft Messaging That Highlights Strategic Value
Don’t lead with “just another feature.” Lead with:
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The problem it solves
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The efficiency, control, or insights it unlocks
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Why this feature matters now
Example:
"We heard from finance teams struggling to track usage across departments — so we built usage reporting by workspace. Here's how it helps you stay audit-ready in minutes."
Avoid technical specs at first — focus on outcomes.
4. Launch It as a Targeted Campaign, Not a Big Bang
When the audience is narrow, so should your rollout be.
Tactics That Work:
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Direct in-app messaging (only for eligible users)
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Personalized emails to specific roles or segments
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Sales enablement docs for CSMs or AEs to use in upsell or renewal convos
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Knowledge base updates + product tours for those who want to learn more
Treat this launch like a customer success play, not a mass-market announcement.
5. Measure Success Based on Strategic KPIs
Don’t measure this feature by adoption rate alone.
Look at:
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Are the right users discovering and using it?
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Has engagement or retention improved for that 5%?
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Are sales teams using it to close bigger deals?
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Has it reduced churn among enterprise clients?
This is about strategic value, not volume.
Bonus: Use the Launch to Show Market Maturity
Even if it’s for a small group, highlight it in roadmap updates or investor decks.
It signals:
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You’re listening to advanced customer needs
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You’re building depth, not just breadth
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You’re ready to serve complex, high-stakes use cases
Example:
"With this release, we’re giving security teams granular audit controls — critical for customers in healthcare, legal, and finance."
Sometimes, features are about optics and trust, not mass usage.
Final Checklist: Launching a Low-Usage Feature Strategically
✔ Define the strategic user segment
✔ Craft benefit-driven messaging
✔ Use targeted channels (email, in-app, sales)
✔ Support with demos, docs, and CSM outreach
✔ Track impact on retention, revenue, or product stickiness
✔ Celebrate it in the roadmap as a sign of growth
Final Thoughts
Just because only 5% will use a feature doesn’t mean it’s not important. Sometimes, your most valuable 5% depend on it.
Launching smart means:
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Knowing your audience
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Focusing on impact, not reach
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Aligning messaging with strategic value
That’s how niche features build lasting loyalty — and move the business forward.
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