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.
šÆ The goal of this sequence
The goal of the sequence, as the name suggests, is to improve the adoption of the product, usage, 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 this sequence: 3 emails
Optimum flow time: 1 week
Emails in this sequence
Email # 1: Feature email
š© Why this email
Introduce the feature and its use cases.
š¼ 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
š© 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.
š¼ 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
š© 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.
š¼ 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
ā Sequence exit
Based on user actions (or inaction), send them to the cold nurture series, onboarding, or sales funnel.
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