Dessert please!
How about a nice steak instead?
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Imagine being at a restaurant and just finishing up your main course.
A waiter walks over and instead of asking if you want to see the dessert menu, they hand you the main menu again and ask if you would like to see the specials.
The likely reaction would be confusion.
Why are they asking me about something I already did?
The equivalent of this happens every single day in product led growth companies.
User #1 signs up and immediately abandons > gets sent onboarding flow A.
User #2 signs up and does 20 things > gets sent onboarding flow A.
User #3 signs up and stops logging back in after their initial sessions > gets sent onboarding flow A.
See a problem with any of this?
These users couldn't be on more different journeys with the product.
Building a successful PLG motion is hard enough. Too many companies make it even harder by ignoring one of the most important elements of a successful PLG motion - the onboarding email flow.
So why are companies treating them the same?
It isn't a technology issue. Just about any email provider in the world can do personalization.
Often marketers will cite the fact that they don’t have access to the product data in order to send personalized campaigns.
But if you push on this often you will find that the most common blocker is companies struggle to make sense of the unlimited ways and things people are doing within the product. How do you systemize something when all 1,000 sign-ups are doing something completely unique?
The marketer doesn’t have the data because they aren’t clear about what data they need or they are asking for all of it. So instead of trying to boil the ocean when it comes to personalization, start small.
Here are 2 simple strategies for segmenting users into distinct buckets:
1) Engagement Level: Track how often and how long a user interacts with the product. Are they a heavy user, a moderate one, or a ghost? Each of these requires a different communication approach.
2) Feature Usage: Identify which features are being used and which are ignored. A user only touching one specific feature might need a different nudge compared to someone who's trying a bit of everything.
While there are a million other ways to personalize the flows, crawl before you walk and just start with something simple. Using these 2 buckets will limit the data you actually need and the complexity of any email campaigns.
You can continue to add complexity as you go.
Remember, the goal is not just to send the emails. The goal is try and guide each user through your product.
You can only do that if you meet them where they are.
Thanks for reading
- Adam
Did your CFO ask you to cut budget or prove ROI?
B2B Marketers: Showing up with spreadsheets and guesswork simply won't cut it. You need complete visibility into the exact programs generating revenue. See how high-growth companies such as Azuga, Aware, and many more optimize campaigns and prove marketing ROI. Take A Product Tour and get a $100 Gift Card!