How to use emails to improve activation
The first two weeks in your relationship with a new customer are critical. During those first weeks people are deciding if they’re going to pick you, pick a competitor, or pick no one at all. In web and mobile apps, after sign up, there are almost always more things someone needs to do to be successful. This is commonly called an “Activation Funnel”.
Most activation funnels make people confusedThe most common thing you’ll see is a funnel that is not really a funnel at all. Instead of a clear path, people are offered a jumbled mess of things to do. When faced with a barrage of choices, most people will turn off their brain and make no choice. Without a clear path forward, people will abandon you completely.
- “It’s too complicated”
- “I didn’t know where to start”
- “I didn’t feel comfortable sharing that information”
You should be opinionated about what people do first… like video gamesVideo games do a great job of helping people start. Most video games have a “tutorial” mode where they introducing you to the mechanics of the game.
- Here’s how you jump… GREAT!
- Here’s how you slide under an object…. GREAT
- Here’s how you slide, then jump…. GREAT