When you update your app, your What’s New description is an opportunity to communicate directly with active users. If you added a feature or fixed a bug based on feedback or reviews, let your users know you’ve listened to them. List new features, content, or functionality in order of importance, and add call-to-action messaging that gets users excited about the update.
I particularly enjoyed Apple’s suggestion about What’s New text on the App Store Product Page. If only the App Review team enforced it – we’d no longer see We update this app every two weeks to bring you great features or miscellaneous bug fixes.