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Startup Lessons Learned
500+
Aurelie Chazal
Welcome onboard!
ONBOARDING
SAAS USERS
WITH INTERCOM
Once upon a time…
A tiny live chat startup called
Customericare (yes, that’s us), decided to
stop living in the dark and finally invested in
a decent product to track their SaaS users.
!
After a very restricted amount of research (I
could have lied for dramatic effect but I
won’t insult your intelligence), they found
Intercom.
Days went by,
we’ ve learned a lot…
AND WE WANT TO SHARE
THAT WITH YOU
Hoping you’ll share it with others because
we love when people share our stuffs
Before we get started
It would be hard (and pointless) to stuff slides with
numbers and emails, so we created a PDF with:
!
- the exact emails we send
- important stats to go with each email (answer rate, click rate, and more…)
- the Intercom set-up of each email (sending rules)
YOU CAN GRAB THE PDF HERE
(There’s a download box at the beginning of the article)
We made a huge mistake when
we first got started
OUR ONBOARDING PROCESS WAS
BASICALLY NON-EXISTENT
It used to look something like this
Users signed up giving their:
Name
Email Address
Company Name
1
They were redirected
to our app
2
We sent them
a welcome email
manually
3
As you can imagine,
NEW USERS WERE LOST
Finally, we’ ve come around,
AND HAVE A BETTER PROCESS INCLUDING:
A simple 1 field sign-up
form to reduce friction
In-app, non invasive tutorial
to help users get started
Event based emails sent
through Intercom
Now let’s take a closer look at
THE ONBOARDING EMAIL PROCESS
Aurelie Chazal
Welcome onboard!
Here’s what we got:
500+ USERS ONBOARDED
1889 EMAILS SENT
47% AVERAGE OPEN RATE
6% AVERAGE CLICK RATE
5% AVERAGE RESPONSE RATE
There are some crucial points in our
customers’ onboardingjourney
Signup
Install html
code on site Have first
chat
Switch from trial
to paid of free plan
Start using more
advanced features
Become an active
user
And emails help us guide users
through these points
Signup
Install html
code on site Have first
chat
Start using more
advanced features
Become an active
user
Switch from trial
to paid of free plan
They also help us get feedback from
users whojumped offboard
Signup
Install html
code on site Have first
chat
Switch from trial
to paid of free plan
Start using more
advances features
Become an active
user
We divided the emails into 4 groups
1. Welcome
new trial users
2. Educate
users
3. Onboard users after
trial period
4. Rescue inactive users
1) Welcome New Trial Users
WELCOME
The quote was found on
this awesome article on Vero’s blog
A very wise guy named
Paras Chopra once said
« More often than not the welcome email is just a
re-iteration of how to login or a reminder of the email address
the customer used to sign up. Actually giving links to detailed
guides helps a customer orient themselves properly and
begin to make maximum usage of the product. »
So we decided to organize
1. GIVE NEW USERS THE TOOLS THEY NEED TO START
CHATTING
our welcome emails around 2 goals:
2. GET TO KNOW THEM (THEIR BUSINESS, WHAT THEY
WANT TO ACHIEVE WITH LIVE CHAT…)
The process looks like this:
Getting started email Welcome email
(sent after sign up) (sent after first chat)
V1: Signed up
on our website
V2: Downloaded the
WordPress Plugin
Install code email
(sent after sign-up
if onboarding not completed)
For website
signups only
Our getting started email
focuses on 2 actions:
Have first chat Customize plugin
(Click here to download a PDF with the exact email we send)
And it turns out:
And it turns out:
50% of users
have their
1st chat
And it turns out:
50% of users
have their
1st chat
20% of users
customize the
chat window
And it turns out:
50% of users
have their
1st chat
20% of users
customize the
chat window
most rewarding action at
the core of our app
Lesson learned:
FOCUS YOUR GETTING STARTED EMAIL
ON THE CORE AND MOST REWARDING
ACTION USERS ARE LOOKING TO
PERFORM IN YOUR APP
Lesson learned:
FOCUS YOUR GETTING STARTED EMAIL
ON THE CORE AND MOST REWARDING
ACTION USERS ARE LOOKING TO
PERFORM IN YOUR APP
for us it’s having a chat, for
a social media scheduling
app it would be scheduling
your first post
Now, let’s look at our Welcome email
(Click here to download a PDF with all the emails)
personal introduction
Simple question to establish
1st contact
And the results are…
5% reply rate
20% of replies from
people who won’t
use our app
20% reports of bugs
and other problems
4 users saved
thanks to email
80% of conversations end
after 1 reply
And the results are…
5% reply rate
20% of replies from
people who won’t
use our app
20% reports of bugs
and other problems
4 users saved
thanks to email
80% of conversations end
after 1 reply
TERRIBLY
DISAPPOINTING.
We failed. Miserably.
BUT WE AREN’T GIVING UP!
We took Groove’ s welcome email
as an example
But, here’s what Groove has that we don’t
But, here’s what Groove has that we don’t
1. A PERSONAL LOOKING EMAIL
But, here’s what Groove has that we don’t
1. A PERSONAL LOOKING EMAIL
2. A GOOD REASON FOR USERS TO REPLY
But, here’s what Groove has that we don’t
1. A PERSONAL LOOKING EMAIL
2. A GOOD REASON FOR USERS TO REPLY
3. A MORE GENUINE OVERALL FEEL
But, here’s what Groove has that we don’t
1. A PERSONAL LOOKING EMAIL
2. A GOOD REASON FOR USERS TO REPLY
3. A MORE GENUINE OVERALL FEEL
4. A SIMPLER PROCESS
(our users already received a first email, this is Groove’s first email)
Lesson learned:
DON’T TRY TO BE EVERYTHING AT
ONCE. HAVE ONE CLEAR WELCOME
EMAIL WHERE YOU FOCUS ON ONE
CORE OBJECTIVE
Lesson learned:
DON’T TRY TO BE EVERYTHING AT
ONCE. HAVE ONE CLEAR WELCOME
EMAIL WHERE YOU FOCUS ON ONE
CORE OBJECTIVE
We are working on a better in-app
tutorial that should make the 1st
email redundant so we can focus
on a personal / relationship
building approach
2) Educate Users
What we want to achieve:
INTRODUCE TRIAL USERS TO ADVANCED
FEATURES (help them discover new
possibilities and make the most out of our
app)
INCREASE ENGAGEMENT
(increase the use of our brand and make
sure users come back)
The process looks like this:
Features teaser email Newsletter teaser email
(sent 3 days after signup) (sent 10 days after signup)
V1: Users with low
engagement
V2: Highly engaged
users
The features email introduces:
The features email introduces:
Proactive chat
invitations
The features email introduces:
Proactive chat
invitations
Chat
departments
The features email introduces:
Proactive chat
invitations
Chat
departments
Quick
responses
Only in the email sent to
engaged users
After reading the email,
25% of users
log back into our
app
While this is a good number,
WE STILL SEE A VERY LOW USAGE
OF THE FEATURES MENTIONED
IN THE EMAIL
Lesson learned:
EDUCATIONAL EMAILS NEED TO BE
MORE FOCUSED AND TARGETED
Lesson learned:
EDUCATIONAL EMAILS NEED TO BE
MORE FOCUSED AND TARGETED
We eventually want to adopt a more
targeted approach where a user who
would perform a specific action would
receive a specific feature suggestion
(ex: if a user adds a proactive chat
invitation, suggest he adds quick
answers)
The newsletter teaser email
FOCUSES ON GETTING USERS ENGAGED
WITH OUR BRAND AND NOT ONLY
OUR APP
We scheduled this email more as
an experiment and got…
We scheduled this email more as
an experiment and got…
ABSOLUTELY NOTHING
We made 2 rookie mistakes
We made 2 rookie mistakes
1.
!
The email is focused
primarily on us and how
cool our blog is
Bad marketer! Didn’t your
mom teach you anything
We made 2 rookie mistakes
1.
!
The email is focused
primarily on us and how
cool our blog is
Bad marketer! Didn’t your
mom teach you anything
2.
!
We don’t provide
immediate value to our
users
We’ll try replacing the
newsletter by our ebook
Lesson learned:
NO ONE CARES ABOUT YOU! ONLY
PROMOTE YOUR CONTENT IF IT IS
TRULY USEFUL TO USERS
Lesson learned:
NO ONE CARES ABOUT YOU! ONLY
PROMOTE YOUR CONTENT IF IT IS
TRULY USEFUL TO USERS
We promoted our newsletter when
we have an ebook that would bring a
lot more immediate value to users…
This is going to change :)
3) Onboard Users After Trial Period
!
What we want to achieve:
TURN TRIAL USERS INTO CUSTOMERS
(promote the paid plans to people who
might benefit from it)
GATHER FEEDBACK FROM THOSE WHO LEFT
(we know our app won’t fit everyone’s
needs but we always make it a priority to
gather feedback)
The process looks like this:
End of trial emails Plan selected emails
(after a plan was selected)
3 days before end
1 day before end
trial ended
1 version for each monthly plan
License cancelled email
(if no plan selected after 30 days)
The end of trial emails
ARE PRETTY STRAIGHT FORWARD
The end of trial emails
ARE PRETTY STRAIGHT FORWARD
1
1. Information about
precise end of the trial
The end of trial emails
ARE PRETTY STRAIGHT FORWARD
1
1. Information about
precise end of the trial
2
2. Quick reminder about
the options our users
have
These emails have mostly helped us
RETAIN USERS WHO WERE NOT YET
READY TO PAY BY OFFERING OUR
FREE PLAN
Lesson learned:
MAKE IT EASY FOR USERS TO SELECT
THE PLAN THEY WANT TO CONTINUE
ON. WHEN OFFERING FREEMIUM, DON’T
HIDE THE FREE PLAN!
Lesson learned:
MAKE IT EASY FOR USERS TO SELECT
THE PLAN THEY WANT TO CONTINUE
ON. WHEN OFFERING FREEMIUM, DON’T
HIDE THE FREE PLAN!
We are still running tests were we
« hide » the free option. However,
emails we got from people looking for
it makes us think we lost good users
because of this.
The license cancelled email is
A GOOD OPPORTUNITY TO GATHER
FEEDBACK TO IMPROVE
The license cancelled email is
A GOOD OPPORTUNITY TO GATHER
FEEDBACK TO IMPROVE
1.
!
Our app
It allows us to see which vital
features we are missing
The license cancelled email is
A GOOD OPPORTUNITY TO GATHER
FEEDBACK TO IMPROVE
1.
!
Our app
It allows us to see which vital
features we are missing
2.
!
Our marketing
A lot of users just don’t get
how to benefit from our app,
or they are just not our target
customers
WE ADDED THIS EMAIL FEW WEEKS
AGO IN THE INTERCOM CYCLE SO IT
DIDN’T HAVE A CHANCE TO SEND YET.
HOWEVER, WE’RE DECIDED TO TRY IT
ON OLDER TRIALS BY SENDING A
MANUAL OUTREACH.
The results were amazing!
WE RECEIVED TONS OF USEFUL FEEDBACK
AND CONNECTED WITH POTENTIAL
CLIENTS WE THOUGHT WE HAD LOST
Lesson learned:
MOST PEOPLE WON’T MIND GIVING YOU
FEEDBACK, YOU JUST HAVE TO ASK
AND BE GENUINE ABOUT IT
Lesson learned:
MOST PEOPLE WON’T MIND GIVING YOU
FEEDBACK, YOU JUST HAVE TO ASK
AND BE GENUINE ABOUT IT
The email was sent by our CEO
which pleasantly surprised some
people who were just happy we
cared about their experience.
4) Rescue inactive users
What we want to achieve:
RESCUE LOST TRIAL USERS
(see if there’s anything we can do to help)
GATHER FEEDBACK
(we don’t primarily focus on asking for
feedback but it helped us gather some
great insight)
The process looks like this:
14 days inactive email 30 days inactive email7 days inactive email
IN A GREAT ARTICLE, INTERCOM
MENTIONS THE « BUT I WAS JUST ON
HOLIDAYS » EFFECT
IN A GREAT ARTICLE, INTERCOM
MENTIONS THE « BUT I WAS JUST ON
HOLIDAYS » EFFECT
I have to admit that we are guilty of
misplaced « just on holiday » rescue
emails
What do I mean by that?
What do I mean by that?
When getting started, you want to rescue as many
users as you can so you schedule emails like this one:
Sent after 7 days of
being inactive
Intercom is spot on with this!
HERE’S A REPLY WE RECEIVED:
Intercom is spot on with this!
HERE’S A REPLY WE RECEIVED:
It’s a really friendly email but a
customer should never have to
apologies for our mistakes…
Still, the results for these emails
HAVE EXCEEDED OUR EXPECTATIONS
Still, the results for these emails
HAVE EXCEEDED OUR EXPECTATIONS
40%
average
open rate
9%
average
reply rate
Still, the results for these emails
HAVE EXCEEDED OUR EXPECTATIONS
40%
average
open rate
9%
average
reply rate
The best email is the 2nd one sent after 14 days
with a 50% open rate and 13% reply rate
The only channel where we
START MORE CONVERSATIONS IS
The live chat window on
our website
Live chat helps us engage users
BEFORE OF WHILE THEY ARE USING THE APP
Live chat helps us engage users
BEFORE OF WHILE THEY ARE USING THE APP
Intercom emails help us engage users
AFTER THEY LEFT THE APP
Together, they’ ve been an amazing way
TO GATHER FEEDBACK AND KEEP IN TOUCH
WITH USERS
Lesson learned:
GIVE USERS SOME TIME BEFORE
CONSIDERING THEM INACTIVE.
Lesson learned:
GIVE USERS SOME TIME BEFORE
CONSIDERING THEM INACTIVE.
While rescue emails have worked
great we scheduled too many of them
too close together which annoyed
few users and confused others.
So what’s next?
So what’s next?
1. WORK ON A BETTER WELCOME EMAIL PEOPLE WILL
WANT TO REPLY TO
So what’s next?
1. WORK ON A BETTER WELCOME EMAIL PEOPLE WILL
WANT TO REPLY TO
2. SWITCH THE NEWSLETTER TEASER TO AN EBOOK
TEASER
So what’s next?
1. WORK ON A BETTER WELCOME EMAIL PEOPLE WILL
WANT TO REPLY TO
2. SWITCH THE NEWSLETTER TEASER TO AN EBOOK
TEASER
3. GIVE «INACTIVE USERS» MORE TIME BEFORE WE
CONTACT THEM
And a larger project:
CREATE HIGHLY TAILORED TASK ORIENTED
EMAILS TO:
!
1. give users kudos when they finished a new
task
!
2. suggest new features and tasks depending
on previous behavior
That’s it!
Want more details? We’ve put together a PDF with the exact
emails we send, detailed stats about each of them and the
Intercom settings we use.
YOU CAN GRAB THE PDF HERE
(There’s a download box at the beginning of the article)
ABOUT US
We’re the folks behind CustomerIcare Live Chat.
It’s free, easy to use and built by an amazing team
of helpful people.
x
CLICK HERE TO
LEARN MORE

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Startup Lessons Learned Onboarding 500+ SaaS Users With Intercom

  • 1. Startup Lessons Learned 500+ Aurelie Chazal Welcome onboard! ONBOARDING SAAS USERS WITH INTERCOM
  • 2. Once upon a time… A tiny live chat startup called Customericare (yes, that’s us), decided to stop living in the dark and finally invested in a decent product to track their SaaS users. ! After a very restricted amount of research (I could have lied for dramatic effect but I won’t insult your intelligence), they found Intercom.
  • 3. Days went by, we’ ve learned a lot… AND WE WANT TO SHARE THAT WITH YOU Hoping you’ll share it with others because we love when people share our stuffs
  • 4. Before we get started It would be hard (and pointless) to stuff slides with numbers and emails, so we created a PDF with: ! - the exact emails we send - important stats to go with each email (answer rate, click rate, and more…) - the Intercom set-up of each email (sending rules) YOU CAN GRAB THE PDF HERE (There’s a download box at the beginning of the article)
  • 5. We made a huge mistake when we first got started OUR ONBOARDING PROCESS WAS BASICALLY NON-EXISTENT
  • 6. It used to look something like this Users signed up giving their: Name Email Address Company Name 1 They were redirected to our app 2 We sent them a welcome email manually 3
  • 7. As you can imagine, NEW USERS WERE LOST
  • 8. Finally, we’ ve come around, AND HAVE A BETTER PROCESS INCLUDING: A simple 1 field sign-up form to reduce friction In-app, non invasive tutorial to help users get started Event based emails sent through Intercom
  • 9. Now let’s take a closer look at THE ONBOARDING EMAIL PROCESS Aurelie Chazal Welcome onboard!
  • 10. Here’s what we got: 500+ USERS ONBOARDED 1889 EMAILS SENT 47% AVERAGE OPEN RATE 6% AVERAGE CLICK RATE 5% AVERAGE RESPONSE RATE
  • 11. There are some crucial points in our customers’ onboardingjourney Signup Install html code on site Have first chat Switch from trial to paid of free plan Start using more advanced features Become an active user
  • 12. And emails help us guide users through these points Signup Install html code on site Have first chat Start using more advanced features Become an active user Switch from trial to paid of free plan
  • 13. They also help us get feedback from users whojumped offboard Signup Install html code on site Have first chat Switch from trial to paid of free plan Start using more advances features Become an active user
  • 14. We divided the emails into 4 groups 1. Welcome new trial users 2. Educate users 3. Onboard users after trial period 4. Rescue inactive users
  • 15. 1) Welcome New Trial Users WELCOME
  • 16. The quote was found on this awesome article on Vero’s blog A very wise guy named Paras Chopra once said « More often than not the welcome email is just a re-iteration of how to login or a reminder of the email address the customer used to sign up. Actually giving links to detailed guides helps a customer orient themselves properly and begin to make maximum usage of the product. »
  • 17. So we decided to organize 1. GIVE NEW USERS THE TOOLS THEY NEED TO START CHATTING our welcome emails around 2 goals: 2. GET TO KNOW THEM (THEIR BUSINESS, WHAT THEY WANT TO ACHIEVE WITH LIVE CHAT…)
  • 18. The process looks like this: Getting started email Welcome email (sent after sign up) (sent after first chat) V1: Signed up on our website V2: Downloaded the WordPress Plugin Install code email (sent after sign-up if onboarding not completed) For website signups only
  • 19. Our getting started email focuses on 2 actions: Have first chat Customize plugin (Click here to download a PDF with the exact email we send)
  • 20. And it turns out:
  • 21. And it turns out: 50% of users have their 1st chat
  • 22. And it turns out: 50% of users have their 1st chat 20% of users customize the chat window
  • 23. And it turns out: 50% of users have their 1st chat 20% of users customize the chat window most rewarding action at the core of our app
  • 24. Lesson learned: FOCUS YOUR GETTING STARTED EMAIL ON THE CORE AND MOST REWARDING ACTION USERS ARE LOOKING TO PERFORM IN YOUR APP
  • 25. Lesson learned: FOCUS YOUR GETTING STARTED EMAIL ON THE CORE AND MOST REWARDING ACTION USERS ARE LOOKING TO PERFORM IN YOUR APP for us it’s having a chat, for a social media scheduling app it would be scheduling your first post
  • 26. Now, let’s look at our Welcome email (Click here to download a PDF with all the emails)
  • 27. personal introduction Simple question to establish 1st contact
  • 28. And the results are… 5% reply rate 20% of replies from people who won’t use our app 20% reports of bugs and other problems 4 users saved thanks to email 80% of conversations end after 1 reply
  • 29. And the results are… 5% reply rate 20% of replies from people who won’t use our app 20% reports of bugs and other problems 4 users saved thanks to email 80% of conversations end after 1 reply TERRIBLY DISAPPOINTING.
  • 30. We failed. Miserably. BUT WE AREN’T GIVING UP!
  • 31. We took Groove’ s welcome email as an example
  • 32. But, here’s what Groove has that we don’t
  • 33. But, here’s what Groove has that we don’t 1. A PERSONAL LOOKING EMAIL
  • 34. But, here’s what Groove has that we don’t 1. A PERSONAL LOOKING EMAIL 2. A GOOD REASON FOR USERS TO REPLY
  • 35. But, here’s what Groove has that we don’t 1. A PERSONAL LOOKING EMAIL 2. A GOOD REASON FOR USERS TO REPLY 3. A MORE GENUINE OVERALL FEEL
  • 36. But, here’s what Groove has that we don’t 1. A PERSONAL LOOKING EMAIL 2. A GOOD REASON FOR USERS TO REPLY 3. A MORE GENUINE OVERALL FEEL 4. A SIMPLER PROCESS (our users already received a first email, this is Groove’s first email)
  • 37. Lesson learned: DON’T TRY TO BE EVERYTHING AT ONCE. HAVE ONE CLEAR WELCOME EMAIL WHERE YOU FOCUS ON ONE CORE OBJECTIVE
  • 38. Lesson learned: DON’T TRY TO BE EVERYTHING AT ONCE. HAVE ONE CLEAR WELCOME EMAIL WHERE YOU FOCUS ON ONE CORE OBJECTIVE We are working on a better in-app tutorial that should make the 1st email redundant so we can focus on a personal / relationship building approach
  • 40. What we want to achieve: INTRODUCE TRIAL USERS TO ADVANCED FEATURES (help them discover new possibilities and make the most out of our app) INCREASE ENGAGEMENT (increase the use of our brand and make sure users come back)
  • 41. The process looks like this: Features teaser email Newsletter teaser email (sent 3 days after signup) (sent 10 days after signup) V1: Users with low engagement V2: Highly engaged users
  • 42. The features email introduces:
  • 43. The features email introduces: Proactive chat invitations
  • 44. The features email introduces: Proactive chat invitations Chat departments
  • 45. The features email introduces: Proactive chat invitations Chat departments Quick responses Only in the email sent to engaged users
  • 46. After reading the email, 25% of users log back into our app
  • 47. While this is a good number, WE STILL SEE A VERY LOW USAGE OF THE FEATURES MENTIONED IN THE EMAIL
  • 48. Lesson learned: EDUCATIONAL EMAILS NEED TO BE MORE FOCUSED AND TARGETED
  • 49. Lesson learned: EDUCATIONAL EMAILS NEED TO BE MORE FOCUSED AND TARGETED We eventually want to adopt a more targeted approach where a user who would perform a specific action would receive a specific feature suggestion (ex: if a user adds a proactive chat invitation, suggest he adds quick answers)
  • 50. The newsletter teaser email FOCUSES ON GETTING USERS ENGAGED WITH OUR BRAND AND NOT ONLY OUR APP
  • 51. We scheduled this email more as an experiment and got…
  • 52. We scheduled this email more as an experiment and got… ABSOLUTELY NOTHING
  • 53. We made 2 rookie mistakes
  • 54. We made 2 rookie mistakes 1. ! The email is focused primarily on us and how cool our blog is Bad marketer! Didn’t your mom teach you anything
  • 55. We made 2 rookie mistakes 1. ! The email is focused primarily on us and how cool our blog is Bad marketer! Didn’t your mom teach you anything 2. ! We don’t provide immediate value to our users We’ll try replacing the newsletter by our ebook
  • 56. Lesson learned: NO ONE CARES ABOUT YOU! ONLY PROMOTE YOUR CONTENT IF IT IS TRULY USEFUL TO USERS
  • 57. Lesson learned: NO ONE CARES ABOUT YOU! ONLY PROMOTE YOUR CONTENT IF IT IS TRULY USEFUL TO USERS We promoted our newsletter when we have an ebook that would bring a lot more immediate value to users… This is going to change :)
  • 58. 3) Onboard Users After Trial Period !
  • 59. What we want to achieve: TURN TRIAL USERS INTO CUSTOMERS (promote the paid plans to people who might benefit from it) GATHER FEEDBACK FROM THOSE WHO LEFT (we know our app won’t fit everyone’s needs but we always make it a priority to gather feedback)
  • 60. The process looks like this: End of trial emails Plan selected emails (after a plan was selected) 3 days before end 1 day before end trial ended 1 version for each monthly plan License cancelled email (if no plan selected after 30 days)
  • 61. The end of trial emails ARE PRETTY STRAIGHT FORWARD
  • 62. The end of trial emails ARE PRETTY STRAIGHT FORWARD 1 1. Information about precise end of the trial
  • 63. The end of trial emails ARE PRETTY STRAIGHT FORWARD 1 1. Information about precise end of the trial 2 2. Quick reminder about the options our users have
  • 64. These emails have mostly helped us RETAIN USERS WHO WERE NOT YET READY TO PAY BY OFFERING OUR FREE PLAN
  • 65. Lesson learned: MAKE IT EASY FOR USERS TO SELECT THE PLAN THEY WANT TO CONTINUE ON. WHEN OFFERING FREEMIUM, DON’T HIDE THE FREE PLAN!
  • 66. Lesson learned: MAKE IT EASY FOR USERS TO SELECT THE PLAN THEY WANT TO CONTINUE ON. WHEN OFFERING FREEMIUM, DON’T HIDE THE FREE PLAN! We are still running tests were we « hide » the free option. However, emails we got from people looking for it makes us think we lost good users because of this.
  • 67. The license cancelled email is A GOOD OPPORTUNITY TO GATHER FEEDBACK TO IMPROVE
  • 68. The license cancelled email is A GOOD OPPORTUNITY TO GATHER FEEDBACK TO IMPROVE 1. ! Our app It allows us to see which vital features we are missing
  • 69. The license cancelled email is A GOOD OPPORTUNITY TO GATHER FEEDBACK TO IMPROVE 1. ! Our app It allows us to see which vital features we are missing 2. ! Our marketing A lot of users just don’t get how to benefit from our app, or they are just not our target customers
  • 70. WE ADDED THIS EMAIL FEW WEEKS AGO IN THE INTERCOM CYCLE SO IT DIDN’T HAVE A CHANCE TO SEND YET. HOWEVER, WE’RE DECIDED TO TRY IT ON OLDER TRIALS BY SENDING A MANUAL OUTREACH.
  • 71. The results were amazing! WE RECEIVED TONS OF USEFUL FEEDBACK
  • 72. AND CONNECTED WITH POTENTIAL CLIENTS WE THOUGHT WE HAD LOST
  • 73. Lesson learned: MOST PEOPLE WON’T MIND GIVING YOU FEEDBACK, YOU JUST HAVE TO ASK AND BE GENUINE ABOUT IT
  • 74. Lesson learned: MOST PEOPLE WON’T MIND GIVING YOU FEEDBACK, YOU JUST HAVE TO ASK AND BE GENUINE ABOUT IT The email was sent by our CEO which pleasantly surprised some people who were just happy we cared about their experience.
  • 76. What we want to achieve: RESCUE LOST TRIAL USERS (see if there’s anything we can do to help) GATHER FEEDBACK (we don’t primarily focus on asking for feedback but it helped us gather some great insight)
  • 77. The process looks like this: 14 days inactive email 30 days inactive email7 days inactive email
  • 78. IN A GREAT ARTICLE, INTERCOM MENTIONS THE « BUT I WAS JUST ON HOLIDAYS » EFFECT
  • 79. IN A GREAT ARTICLE, INTERCOM MENTIONS THE « BUT I WAS JUST ON HOLIDAYS » EFFECT I have to admit that we are guilty of misplaced « just on holiday » rescue emails
  • 80. What do I mean by that?
  • 81. What do I mean by that? When getting started, you want to rescue as many users as you can so you schedule emails like this one: Sent after 7 days of being inactive
  • 82. Intercom is spot on with this! HERE’S A REPLY WE RECEIVED:
  • 83. Intercom is spot on with this! HERE’S A REPLY WE RECEIVED: It’s a really friendly email but a customer should never have to apologies for our mistakes…
  • 84. Still, the results for these emails HAVE EXCEEDED OUR EXPECTATIONS
  • 85. Still, the results for these emails HAVE EXCEEDED OUR EXPECTATIONS 40% average open rate 9% average reply rate
  • 86. Still, the results for these emails HAVE EXCEEDED OUR EXPECTATIONS 40% average open rate 9% average reply rate The best email is the 2nd one sent after 14 days with a 50% open rate and 13% reply rate
  • 87. The only channel where we START MORE CONVERSATIONS IS The live chat window on our website
  • 88. Live chat helps us engage users BEFORE OF WHILE THEY ARE USING THE APP
  • 89. Live chat helps us engage users BEFORE OF WHILE THEY ARE USING THE APP Intercom emails help us engage users AFTER THEY LEFT THE APP
  • 90. Together, they’ ve been an amazing way TO GATHER FEEDBACK AND KEEP IN TOUCH WITH USERS
  • 91. Lesson learned: GIVE USERS SOME TIME BEFORE CONSIDERING THEM INACTIVE.
  • 92. Lesson learned: GIVE USERS SOME TIME BEFORE CONSIDERING THEM INACTIVE. While rescue emails have worked great we scheduled too many of them too close together which annoyed few users and confused others.
  • 94. So what’s next? 1. WORK ON A BETTER WELCOME EMAIL PEOPLE WILL WANT TO REPLY TO
  • 95. So what’s next? 1. WORK ON A BETTER WELCOME EMAIL PEOPLE WILL WANT TO REPLY TO 2. SWITCH THE NEWSLETTER TEASER TO AN EBOOK TEASER
  • 96. So what’s next? 1. WORK ON A BETTER WELCOME EMAIL PEOPLE WILL WANT TO REPLY TO 2. SWITCH THE NEWSLETTER TEASER TO AN EBOOK TEASER 3. GIVE «INACTIVE USERS» MORE TIME BEFORE WE CONTACT THEM
  • 97. And a larger project: CREATE HIGHLY TAILORED TASK ORIENTED EMAILS TO: ! 1. give users kudos when they finished a new task ! 2. suggest new features and tasks depending on previous behavior
  • 98. That’s it! Want more details? We’ve put together a PDF with the exact emails we send, detailed stats about each of them and the Intercom settings we use. YOU CAN GRAB THE PDF HERE (There’s a download box at the beginning of the article)
  • 99. ABOUT US We’re the folks behind CustomerIcare Live Chat. It’s free, easy to use and built by an amazing team of helpful people. x CLICK HERE TO LEARN MORE