What is product/feature adoption series?
Product adoption email series is typically sent to new and existing users to educate and get them to use a product feature.
🎯 The goal of product launch sequence
The goal of the product launch sequence, as the name suggests, is to improve the adoption of the product and stickiness.
Educate users about the main features of your product and its use cases.
Get users to try out a newly launched feature.
Get users to try out an underrated feature of yours that they've been missing out on.
Recommended emails in product launch sequence: 3 emails
Optimum flow time: 1 week
Emails in feature adoption sequence
Email #1: Feature email
Email #2: Nudge email
Email #3: Additional resources
Email # 1: Feature email
📩 Why this email
Introduce the feature and its use cases. Create multiple such flows for all the different features you have.
💼 Expert tip
"Explaining how features work is, of course, essential, but you have to explain the benefit of that feature."
-Bill Zimmerman from Spotlightr
Email #2: Nudge email
📩 Why this email
Remind users to try out the feature if they haven't already.
Provide social proof, case studies, testimonials, etc., to get people interested and trust the product/feature.
💼 Expert tip
"Make sure your marketing automation tool has access to key product metrics so that you don't waste emails on actions people are already taking."
-Damian Wisniewski, Miter
Email #3: Additional resources
📩 Why this email
Provide more resources (help articles, blog posts) to help users understand and try the feature. Add a GIF to showcase how the product/feature works in a few simple steps.
💼 Expert tip
"Visualize your customer's onboarding experience and how they would use your product to identify the points where they might drop off and stop using it. Using this information, you can tailor your onboarding or product adoption sequence to ensure they don't drop off."
-Austin Beveridge, Arc
⛔ Sequence exit
After completing the product adoption email flow, send them to the upsell/cross sell flow if they are actively using the product. However, if you identify people as churn risk, send them to the churn prevention flow. You can also send them to customer re-engagement flow every once in a while.
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