Release often, preferably after each commit to the repository. As the saying goes, If it hurts, do it more often. Releasing as a daily routine makes the process predictable and calm. Stay away from being trapped in the rare release habit. That will only get worse and you will end up with releasing once a year, having a three months' preparation period!
- Rephrase your definition of done to, Done means released. Take ownership of the whole process!
- Use feature toggles to hide features that are still in progress from users.
- Use canary releases and quick rollback to reduce the risk of bugs in the production.
- Adopt a zero-downtime deployment strategy to enable frequent releases.