The Power of the Right Message at the Right Time

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:

  • Email (what everyone uses)
  • SMS (rarely used)
  • Push notifications (the equivalent of email on mobile)
  • In-app notifications (becoming more popular)

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

  1. Our friends over at Effin Amazing have put together an incredible resource for building the Ultimate Technology Marketing Stack. Take a peek and see if you’re missing any critical tools in your current stack.
  2. We published the last article in our tracking plan series showing what data you should be tracking for your mobile game using Bejeweled as our example.
  3. I’m excited to announce the official launch of the Mixpanel Partnership program. We have been working unofficially with Mixpanel for almost 3 years and I’m excited to be part of their renewed vision and purpose.

One more thing before you go! Are you getting the data you need to grow your company?

I find most companies are stuck with high-level metrics and they aren't able to properly understand what actually drives user growth for their web and mobile products. To do that, you need the right data and the right tools.

If this sounds like your situation, then you should download our free tracking plan (and tutorial video). This is the document that you should create before you ever implement tools like Mixpanel, Amplitude, Segment, and Intercom. Click the image below to download your own free tracking plan (and tutorial video).

Ruben Ugarte
Ruben Ugarte
I'm the founder of Practico Analytics and I created this company to help companies use analytics data to grow their web and mobile products. I love combining data, psychology, and systems in work and in personal projects.

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