Every so often, the internet is abuzz with a rogue app notification or test email that wasn’t quite ready to be seen.
To help you avoid becoming the next “oops” moment, we’ve put together a list of do’s and don’ts when it comes to communicating with your users. (How many times can you really blame the intern before someone catches on? 😉)
In-app guides are a powerful tool for product teams to drive engagement and growth. But there’s another high-impact, untapped channel for product teams: Email.
Broadening your communications channels
While email has often been relegated to demand generation and prospecting (we see you, marketing and sales), it’s quickly becoming the secret to seriously stellar product outcomes.
In fact, blending emails and guides has proven so successful, we built a tool to do just that. Pendo Orchestrate gives product teams an easy way to combine in-app guides, email, and product data for the results you need. If you’re already using Orchestrate or dipping your toe into the sea of cross-channel communications, we’re here to help.
Avoid these six product communications mistakes to ensure every message you send is purposeful, relevant, and impactful.
❌ Don’t overload users with information
Less is more—especially when it comes to communications. Don’t stuff multiple updates, resources, and announcements into a single email (or in-app guide). In addition, don’t use your product’s internal terminology or product team shorthand.
✅ Instead, keep your content simple and human
Don’t need to include everything but the kitchen sink when it comes to your communications. Rather, focus on one core message or theme per email. If you need to communicate with users about multiple topics, prioritize carefully and space these email sends out.
❌ Don’t include too many CTAs
Your CTA is the single most important element of emails and guides. They drive the action you’re trying to encourage during these touchpoints. Multiple CTAs can often compete for your users’ attention, and no CTA at all is a waste.
✅ Instead, focus on one core action
Include one clear, prominent CTA that tells readers exactly what to do next. You want to ask users to do one thing, but you can include your CTA in multiple places.
In addition, use actionable language, like “learn more,” and design your CTA buttons to stand out visually. Here’s an example of our own emails that revolve around one action: Joining a training session.
❌ Don’t send generic, one-size-fits-all emails
Your customers expect a personalized experience—even if they don’t realize it. In fact, 71% of consumers expect companies to deliver personalized interactions. Sending mass emails that ignore where your users are in the product journey makes your communication feel irrelevant, disconnected, and even disruptive.
✅ Instead, use segments and personalize content
Your product experience platform has a wealth of product data, qualitative feedback, session replays, and AI-powered segments. Use this to build behavior-driven communications that reflect what users do (or don’t do) in your product for relevant, timely nudges.
Pendo’s own user onboarding journey is personalized by user role. Here’s an example of what Pendo Admins receive during onboarding:
❌ Don’t forget your subject line and preview text
Before users can engage with your emails, they need to open it. Subject lines and email preview text are just as important as your email’s content. When writing subject lines, don’t be generic or misleading.
A lower-than-average open rate may mean your subject line or preview text needs some love.
✅ Instead, optimize with A/B testing
To encourage opens, write clear, specific subject lines that focus on the value for your audience. In addition, make sure your subject lines are no longer than 50 characters.
You can even personalize subject lines with product and metadata (like name, persona, or pain point) to show users you understand them.
❌ Don’t ignore communications governance
Just like in-app guides, product emails need to be vetted carefully. Failing to review customer communications—or sending too many messages—can lead to confusion at best, and lost customers at worst.
✅ Instead, follow internal processes
Proper governance ensures that your communications meet security standards and align with your company’s messaging framework. They also help prevent unnecessary overlap and help all of your teams collaborate effectively.
Pendo’s own internal governance program follows three steps:
- Send everything for internal review. To ensure consistency and compliance, always submit email content through your organization’s internal governance channels. At Pendo, this includes submitting content via Slack, where it undergoes a two-step review process to ensure content aligns with our standards and protects our users.
- Follow customer messaging standards. All of your content should sound like they’re coming from the same person. This should also be reflected guidelines for in-app guides and support documentation.
- Include and exclude certain segments. At Pendo, we exclude anyone who has unsubscribed from operational emails, free users, and customers who haven’t paid for a product.
❌ Don’t send too many (or the wrong) communications
Bombarding users with too many emails and guides can lead to fatigue, unsubscribes, and ignoring important messages. Don’t spam users with too many emails, or forget what other messages you’re sending them.
✅ Instead, align your channels
The beauty of coordinating across channels with Orchestrate means you’re lessening the chance of bombarding users by spreading communications to wherever they’re most applicable. Keep your journeys in sync with cross-channel journeys, use behavior-based triggers, and throttle messages.
In addition, talk often with your marketing, customer success, and revenue teams. This will help you send a reasonable amount of emails and stay mindful of the user experience.
Combining email with your in-app guides is a powerful way to drive engagement, adoption, and retention. To learn more about how you can use Orchestrate, take a tour or get your free demo.
