Product messaging is a popular strategy that is heavily underutilized by most companies. While almost everyone sends messages to their users, they tend to be fairly basic. You have probably seen the series of 3-5 emails you might get after you sign up for a product. This simple drip is helpful but it could be much more effective.
To do that, let’s consider the 4 channels that we could use for messaging:
For your product, you could be using a combination of all 4 channels depending on what you want the user to do. If you want to them to read a document, then an email could be better suited so they can open that link in a browser. If you want them to upload a photo, a push notification could take them directly into the right screen.
This also brings up the question of the message itself. If you set up the right data foundation, your messages could be extremely tailored to the user and what they care about. What’s the point of telling the user to upload a photo if they already did that? Sequential email drips can miss this which means you have now wasted the limited user attention that you have.
Instead, you can use your messages to guide your users to the next critical action that you want them to take which is different for every user. This personalization can go a long way in helping you improve your onboarding funnel and retention.
Actions for This Week:
How can you improve your product messaging to make it more relevant to what the user needs and what you want to accomplish (the right channel)?
Interesting Reads and Resources