Too often, companies blanket their lists with emails that treat everyone like a prospect who needs education, or someone unaware of the problems their product solves.
They send email after email, packed with great content and stories, and don’t get deals to close.
They forget that someone who’s aware of your product, its features, and how much it costs requires a different kind of messaging—they don’t need education, they need to be sold to.
This is a guest post from the team at Airtable. Read more on the Airtable blog
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Most users go off the rails from our best-laid plans. And if your lifecycle communication falls off a cliff into silence after signup or fails to strike a chord, the result is indefinite derailment, abandonment and churn.
So we try to get users to do what we want them to do, telling them to “do this” and “click that” and “let us know if you need help with the thing you don’t know or care about yet” — and that’s the problem. Our message is wholly based on what we want and assume. This is the crude railroading approach, as we explain in our post on lifecycle campaign lessons from Dungeons & Dragons. “Railroading”, in D&D, refers to the frowned-upon practice of trying to force players into a pre-written plot, when the fun of the game is in collectively creating the story. Many ineffective lifecycle emails take this approach, coming off as annoying and tonedeaf, because they’re not taking real account of the recipient’s needs.
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