Lifecycle Messaging
I’ve been reading YCombinator’s Hacker News a lot recently. It had a great link today to post about Lifecycle Messaging by Josh Kopelman.
Josh points out some really good things, and it all comes back to one of the current calls to arms at Y!, relevancy. It really is the holy grail. If you can send someone an actual relevant reminder at a relevant time (when they were about to forget) then you are going to get a much better total click through rate than bulk mailing a low relevancy message to more people.
Relevancy doesn’t have to be about mind reading. People won’t mind your best guess if it really is that. We deal with “nearly-noise” all day long. We don’t get upset when our co-workers ask us if we would like a drink, because the offer is relevant and timely (they are going to fetch drink and so the return will be immediate). On the other hand watching people who don’t want a free paper outside the tube station is a dramatically marked experience from those who do.
The key is knowing enough of what people want to make any offers seem like polite courtesy rather than blanket bombing. People will like you for polite reminders (as long as you don’t nag). This is something Josh really hit the nail on the end with, if you contact people just as they are about to forget it’s a reminder and they don’t feel upset. If you hit them too early in the curve it’s a nag.
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relevence, attension, memory, lifecycle messaging, josh kopelman
