How to Improve Activation Rate with Off-Platform Communication Levers?
When considering activation rates, off-platform engagement strategies play a pivotal role. These include email series in SaaS, push notifications in consumer apps, and messaging via channels like WhatsApp and SMS for D2C brands and marketplaces.
Let's go into the types of off-platform engagement levers and their potential impact.
Email Series in SaaS:
Email communication in SaaS environments can be a powerful tool to re-engage users and guide them through the value of the app. For example, a project management tool might use an email series to introduce lesser-known but powerful features to new users.
This approach ensures that users don't miss out on key functionalities that could enhance their user experience and lead to better activation.
Push Notifications in Consumer Apps:
For consumer apps, timely and relevant push notifications can be a game-changer. A health and fitness app might send notifications about new workout challenges or diet tips.
These notifications keep the app top-of-mind and encourage users to explore new content and features, thereby increasing the chances of activation.
WhatsApp and SMS Messages:
In D2C brands and marketplaces, utilizing WhatsApp and SMS for direct communication can significantly influence activation rates. A fashion marketplace could send alerts about new arrivals or exclusive sales to its new users.
Such personalized and direct messages can drive users back to the marketplace, potentially increasing activation rates.
These off-platform engagement strategies are crucial in creating a holistic activation plan. They complement on-platform tactics and ensure a wider reach, making sure that potential users are aware of and drawn to the core value proposition of the product or service.
Remember, successful activation strategies often require a structured and sequential approach to improving user acquisition, strong supply/product offerings, on-platform user experience, and off-platform communication. Such an approach is in stark contrast to jumping from one tactic to another.