The Elements of a Great Activation Email Campaign

by Janet Choi

In SaaS, you look for improvement opportunities where your effort-to-value ratio is high (where effort is lower and value is higher).

Here’s a simple example set in a vacuum to help make our point. Assume your product costs $100/month, and on average...

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How to Figure Out Your Aha! Moment

Have you heard of Facebook’s “7 friends in 10 days” rule?

Early on in the life of the company, the Growth team discovered that a Facebook user who added 7 friends within their first 10 days in the app was far more likely to stick around for the long...

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5 Types of Engagement Emails to Nudge Users Towards Aha Moments

Ever feel that tiny emotional tingle, that little rush, of getting a notification on your phone for a new message, an Instagram favorite, a Facebook tag?

If you’ve been a long-time Facebook user, you might’ve felt the buzz from Meenal Balar’s work firsthand. Meenal was a growth manager at Facebook from 2009 to 2014 during the company’s stage of massive global growth — and her job was to get everyone, everywhere using Facebook every day.

While email and mobile push notifications were foundational to Facebook’s engagement, Meenal’s team quickly learned that the deluge of social activity triggered notifications that had worked so well early on started to wear off. And when notifications don’t seem helpful, impactful, or delightful, they feel spammy, leading to opt-outs, unsubscribes, and even the dreaded churn.

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