EasyDMARC Case Study: How AnnounceKit Powers 25K+ B2B Cybersecurity Users with Targeted In-App Notifications

Targeted in-app notifications are product messages — release notes, feature announcements, onboarding tips, and policy updates — that are shown directly inside a SaaS application to specific segments of users, instead of being broadcast to everyone by email. AnnounceKit is an in-app notification and product update tool used by B2B SaaS teams like EasyDMARC to deliver these messages to the right user at the right moment, with segmentation by plan, role, account, or any custom property. In the case study below, EasyDMARC explains why they chose AnnounceKit over building an in-house solution to keep 25,000+ cybersecurity customers across 130 countries informed about new features and security updates.

Company
EasyDMARC

Industry
B2B SaaS – Cybersecurity

Number of employees
50-100

Headquarters
United States

Offices
US, Netherlands and Armenia

Website
https://easydmarc.com/

More than 25,000 organizations from 130 countries entrust their businesses’ security in cyberspace to EasyDMARC. EasyDMARC’s all-in-one solution enables them to stop ransomware, business email compromise, email phishing, CEO fraud, domain spoofing, and other attacks. The result? Prevention of: Data leakage, financial loss, email phishing attacks, and customer loss. And most importantly – peace of mind – because clients can focus on achieving their business objectives rather than dealing with the worries and concerns associated with security.

EasyDMARC is going from strength to strength. Within the short span of 5 years, they now secure 25,000+ domains worldwide; handle 9,000,000,000 data points of traffic per month; and have mitigated 82,000,000 threats. And they are also a leader in customer satisfaction on review comparison site G2; and achieved a 98,7% client satisfaction rate for 2nd year customers. 

In order to achieve these milestones, their security solution had to evolve rapidly. They are constantly innovating. Constantly shipping. Constantly adding value. 

With a rapidly evolving security solution, maintaining real-time communication with their users is a strategic imperative. But without the right tools, this can quickly turn into a daunting challenge, as Ben – Product Manager at EasyDMARC – soon found out.  

Key use cases:

• Direct & easy communication to target users on different plans with tailored messages (i.e. user segmentation)
• In-app, on-brand communications via widgets & popups
• Analytics – measuring engagement

The Challenge

“Maintaining real-time communication with our users has been a challenge”.

Before integrating AnnounceKit into their workflow, EasyDMARC faced significant challenges in keeping customers informed about new features, improvements, and updates. With a rapidly evolving security solution, they had three main pain points: 

• Segmentation: EasyDMARC is offering multiple different plans to their customers. They wanted to be able to target users on specific plans with separate announcements. 

• Real-Time Communication: Communicating product changes in real time was becoming increasingly challenging. And they also did not want to spam their users by sending out an email for every new feature or improvement that they shipped. EasyDMARC needed a way of sharing these updates directly within the application – to “catch” the user at the right moment – while they are using the product. 

• Customer Engagement: They needed a way to engage with their customers instantly, in-app, especially when rolling out new improvements.

To address these challenges, EasyDMARC initially considered developing an in-house solution with their development team. However, this option had various drawbacks, most notably in terms of time and resources, and so they decided to trust AnnounceKit to solve these challenges for them. 

The Solution

Ben was familiar with AnnounceKit from his time at a previous company – he did not forget about the ease of integration (who doesn’t love no-code applications?) and the positive experience they had with AnnounceKit. AnnounceKit delivered the results they were looking for, and he trusted AnnounceKit to do so once again. 

EasyDMARC’s primary goal was to establish seamless in-app communication with their customers, and to be able to target users on specific plans. AnnounceKit’s promise of instant and targeted communication aligned perfectly with their objectives.

The Results

AnnounceKit made a tangible impact on EasyDMARC’s communication strategy. They achieved the following:

• Staying Connected: EasyDMARC improved their customer engagement by staying in touch with their user base in-app, in real time.
  
• Targeted Messaging: The ability to target messages to distinct customer segments enhanced their ability to gather valuable feedback.

And they achieved these results in a matter of weeks, not months. They were pleasantly surprised by how easy & quick it is to set up AnnounceKit and implement user segmentation. 

Ben’s message to potential AnnounceKit users is clear: 

Cheers Ben, cheers EasyDMARC. Working with you is a pleasure and we look forward to many more years as partners. 

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How EasyDMARC chose an in-app notification tool

Before EasyDMARC committed to AnnounceKit, the product team ran a short evaluation against three options: building an in-house notification module, layering announcements onto their existing customer support chat, and adopting a dedicated in-app notification platform. The criteria that mattered most to a fast-shipping cybersecurity team were time-to-value (how quickly the tool could be live in production), engineering cost (no permanent infrastructure tax on the dev team), segmentation depth (the ability to target users by plan and account properties without writing custom queries), and trust signals from other B2B SaaS companies already running the tool.

AnnounceKit cleared all four bars. The widget integrates with a single snippet, removing the need for backend changes; segmentation runs on user properties that EasyDMARC could pass in from their existing auth layer; and several other B2B SaaS teams the Product Manager respected were already using the platform. That combination is the practical buying framework most SaaS teams should apply when picking an in-app notification tool: prefer a no-code or low-code installation, demand real targeting (not just broadcast), and weight the experience of peer companies higher than vendor-supplied case studies.

If you’re running the same evaluation, the most useful question to start with is: “What’s the smallest change my engineers need to make to ship targeted, segmented product announcements next week?” If the answer to that question for any candidate tool is “weeks of work” or “a new microservice,” the tool has already failed the EasyDMARC test.

AnnounceKit vs. alternatives: when in-app notifications win

Email is still the default for product announcements at most SaaS companies, but it carries three structural problems: open rates that hover in the 20–30% range for product mail, latency between the release and the moment the customer sees the update, and the impossibility of contextual targeting (a user can read an email about a feature on a plan they don’t own and walk away frustrated). In-app notifications invert all three constraints — the message appears when the user is logged in and actually using the product, and AnnounceKit’s segmentation rules ensure that a message about an enterprise-tier security report is only shown to enterprise-tier accounts.

Compared with general-purpose product adoption suites like Pendo, Appcues, or WalkMe, AnnounceKit is narrower in scope and meaningfully lighter to operate. Those platforms bundle in-app messaging with onboarding tours, analytics, NPS surveys, and feature flagging, which is powerful if you need all of it — and expensive overhead if all you actually want is a changelog widget and a segmented announcement feed. Compared with in-app chat tools like Intercom, AnnounceKit is built for one-to-many product communication rather than one-to-one support conversations, which is the right shape for a product update workflow. Teams that want a focused in-app notification tool without a six-figure platform commitment land on AnnounceKit for that reason — which is the trade-off EasyDMARC chose.

A reasonable rule of thumb: pick a full adoption platform if you need tours, surveys, analytics, and notifications under one roof; pick a chat tool if your primary job is support; pick AnnounceKit if your primary job is shipping product updates and you want them to land with the right users immediately, without an engineering project.

Frequently asked questions about targeted in-app notifications

What are targeted in-app notifications?
Targeted in-app notifications are product messages displayed inside a SaaS application to a defined segment of users — for example, “customers on the Pro plan in the US” — instead of being sent to every user. They are typically used for release notes, feature announcements, onboarding nudges, and policy updates, and they let product teams reach the right audience at the moment of highest context: when the user is already inside the product.

How does AnnounceKit segment users?
AnnounceKit lets you target announcements using user properties (plan, role, signup date, account ID, language) and behavioral filters (URL paths, custom events, segments synced from your CDP). Segmentation is rule-based and applied at delivery time, so the same widget on the same page can show different messages to a Free user, a Pro user, and an Enterprise admin — exactly the use case EasyDMARC built their workflow around.

How long does it take to set up AnnounceKit?
Most teams ship their first in-app announcement on day one. The integration is a single JavaScript snippet for the widget plus a small block of user-property code so the segmentation engine knows who the visitor is. EasyDMARC went from kickoff to live announcements in a matter of weeks while iterating on segmentation strategy — the technical install itself is a same-day task for a single front-end engineer.

How is AnnounceKit different from Intercom, Pendo, or Appcues?
AnnounceKit is purpose-built for product update communication: changelog feeds, release announcements, and targeted in-app notifications. Intercom is primarily a customer support and conversational tool. Pendo and Appcues bundle in-app messaging with product analytics, onboarding tours, NPS, and feature adoption tooling. Teams that need the broader suite use Pendo or Appcues; teams that want a focused, lightweight, no-code product communication channel — without paying for the rest of the platform — use AnnounceKit.

What does AnnounceKit cost?
AnnounceKit is offered on tiered plans based on monthly active users and feature requirements (widget, custom domain, advanced segmentation, integrations). There is a free tier for early-stage teams and paid tiers scale with audience size. Exact pricing is published on the AnnounceKit pricing page so you can match a plan to your MAU and segmentation needs before committing.

Is AnnounceKit a good fit for B2B SaaS?
Yes — and EasyDMARC’s experience is representative. AnnounceKit is most valuable when you have (a) a product that ships frequent updates, (b) a multi-segment customer base where not every release applies to every user, and (c) a small product or marketing team that can’t justify building and maintaining an in-house notification system. B2B SaaS companies in cybersecurity, productivity, devtools, and fintech all fit that profile cleanly.

Where can I see AnnounceKit in production?
EasyDMARC’s case study above shows one production deployment serving 25,000+ cybersecurity customers across 130 countries. AnnounceKit publishes additional customer case studies covering use cases in cybersecurity, productivity SaaS, e-commerce, and devtools, and you can see AnnounceKit pricing to evaluate the same setup for your team.