On User Retention as a Service
The basic idea as described in the post is to run drip marketing campaigns based on user life-cycle and as opposed to mass marketing email or time based marketing systems.
I absolutely agree! And in fact this was one of the first features we’ve put into Totango. And yes, we provide this feature as a service (you can start a free trial here)
The importance of doing communication with users based on their life-cycle is clear. Instead of bombarding all users with the same message regardless to their status and progress of using or evaluating a service, way more effective way is simply ‘talk’ to users in a way which is specific, personalized and timely.
I had several discussion with Steve Bartel from Dropbox to learn about how they communicate so effectively with their users. And indeed, Dropbox have developed an internal system which does exactly that – it communicates with users based on their usage (or lack of) within Dropbox.
I like that – it is a great concept!