Messages that bring people back.
WHAT TO SEND
Onboarding guidance, tied to what the user has done Education about capability they have not used Product updates that matter to them Occasional material of genuine value
WHAT NOT TO SEND
The same message to everyone regardless of state.
WHY
Irrelevance trains people to ignore you, and unsubscribes follow.
WHAT SEGMENTATION REQUIRES
Knowing what each account does.
WHAT TO SEGMENT BY
Stage: trial, new, established
Adoption of features Role
WHAT BEHAVIOURAL MESSAGES ARE
Triggered by what someone did or failed to do.
WHY THEY WORK
They arrive when they are relevant.
WHAT EXAMPLES LOOK LIKE
A trial user who has not completed setup A customer who stopped using a feature An account approaching a limit
WHAT EVERY MESSAGE NEEDS
A reason for arriving One clear action An easy way to stop receiving them
WHAT TO KEEP SEPARATE
Marketing from transactional messages, on different subdomains and with separate preferences.
WHY
Unsubscribing from marketing must not stop password resets.
WHAT TO MEASURE
Actions taken, not opens.
WHY
Open measurement is unreliable and increasingly blocked.
WHAT TO RESPECT
Consent requirements, which vary by jurisdiction.
