Communicating your value clearly and simply is the core of a successful product-led growth strategy. That’s where the conversational bumpers from the Bowling Alley Framework come in.
In this course, you will:
Ramli John:
Let me share with you how to build a straight-line onboarding email strategy. Now, I'm focusing on email, but this stuff can really apply to any types of conversational triggers. It could be browser or phone notification, SM text messages, SMS text messages, in-app messages, or direct mail. Whatever conversational triggers that you want to help your user with, this strategy that I'm going to share with you can apply here. It really will, you just have to tweak one of the steps, which is the last step, which I'll talk about.
Ramli John:
If you can think of any other types of conversational triggers, I'd love to hear them. What are other types of conversational triggers? Just share it to me in Slack, anywhere else. But for this moment, I just want to focus on email for now. Email is so important. One of the pushback I get all the time is, do you really need onboarding emails? Do you really need it? If you think it's yes, I'd love to hear it. If you think it's no, let me know.
Ramli John:
One of the things I hear over and over again is, "Come on, [Rambly 00:01:05], email is dead. Isn't email dead?" I hear that all the time with other things like SEO is dead. Conversational marketing is dead. This new thing is dead. This marketing or product tactic is dead. But email is so important. There's three reasons why. As a product growth customer success person, email is something that you really do need to consider, I'm not saying it's mandatory, for several reasons.
Ramli John:
First, it's accessible. Most people usually sign up with an email address. They have at least one email address. I still have an email address from when I was in high school, RamCityJohn@hotmail.com. People have email. This is accessible. Second, it is expected. The people are expecting that welcome email. If they sign up with an email, they don't get a new welcome email just feels like there's something missing, there's this hole. Just to reaffirm that, yes, we acknowledge you. You've signed up.
Ramli John:
And third, it's really understood. It's a child that's been around for years. So it's somewhere we have to be at. And actually I want to add a fourth one, is that it has actually one of the highest ROI, return on investment, in terms of any other channels, for the very reason that it's a great place to build a relationship. These are all great things. And this is the reason why you probably get a ton off onboarding emails. How many of you, just show of hands, you might be listening to this after that is already prerecorded, but raise your hands up where you're at right now. How many of you have received a bunch of annoying onboarding emails? It's like... "This just scares me off, I'm running away." I know I have.
Ramli John:
So let me share with you a winning strategy that we like to call a straight-line onboarding email strategy because it ties into your straight-line onboarding flow. So let's talk about the... there's three steps here. The first step is segment your emails by customer jobs. Second, create behavior based email flow, and third, fill in details for each individual email.
