The document discusses using interactive emails to engage users by having them reply with simple responses, like how their day went, and saving those replies to their account without needing to visit the website. It provides tips for interactive emails, such as making the initial action very simple, breaking tasks into small steps, having a low threshold for success, keeping users interested with variety, and gathering feedback when users fail or disengage. The overall strategy is to gradually engage users in an easy way through familiar email interactions.

1. Taking baby steps with an
Interactive Email

2. Interactive Email:
It’s an email that your
users can reply to

3. 1 We email you “How’d your day go?”
2 You reply with your entry
3 Your reply is saved in your account
You never have to visit the site

4. 1 Don’t need to visit the site
2 Familiar user interface
3 Email is everywhere

5. 5 things we can learn

6. I) Make it simple to start

7. Get the user to perform
the first key action
Example: Reply to their first email

8. Didn’t perform well
Lots of instructions

9. Performed well: Short, direct steps

10. 2) Focus on one step at a time

11. Break large tasks
into smaller ones
Example: Hard to write your life story,
easy to answer “How’d your day go?”

12. 3) Have a low bar for success

13. Example: How do you get
a user to write their first entry?
Give them ideas for what to write about
Performed okay
Tell them they’ve succeeded
if they write anything
Performed better

14. 4) Keep them interested

15. Doing something at a high
frequency can get boring, find
a way to make it interesting
Example: We show a random,
past entry in your daily email

16. 5) Figure out what’s wrong

17. Collect feedback at point
of failure to understand
what’s going wrong
Example: 87% of users that
unsubscribe tell us why

18. 1 Make it simple to start
2 Focus on one step at a time
3 Have a low bar for success
4 Keep them interested
5 Figure out what’s wrong

19. reman@ohlife.com