Often, the internet is filled with notifications of malicious apps or test emails that are not yet ready to be seen.

To help you avoid being next”oops” Today, we’ve put together a list of dos and don’ts when communicating with your users. (How many times can you Really blame the intern before anyone finds out? 😉)

In-app guides are a powerful tool for product teams to drive engagement and growth. But there are other, hugely impactful, untapped channels for product teams: E-mail.

Expand your communication channels

While email is often only used for demand generation and prospecting (we’re looking at you, marketing and sales), it’s quickly becoming the secret to great product results.

In fact, combining email and guidance has been proven So successful, we created a tool to do just that. Pendo Orchestrate gives product teams an easy way to combine in-app guidance, email, and product data for the results you need. If you’re already using Orchestrate or diving into the sea of ​​cross-channel communications, we’re here to help.

Avoid this six product communication mistakes to ensure every message you send is purposeful, relevant and impactful.

❌ Don’t overload users with information

Less is more—especially when it comes to communication. Don’t cram a lot of updates, resources, and announcements into one email (or in-app guide). Also, do not use your product internal product team terminology or abbreviations.

✅ Instead, keep your content simple and human

There’s no need to include everything but the kitchen sink in your communications. Instead, focus on one core message or theme per email. If you need to communicate with users on multiple topics, prioritize carefully and space out these emails.

❌ Don’t include too many CTAs

Your CTA is the single most important element of your email and guide. They drive the actions you are trying to encourage during these touchpoints. Multiple CTAs are often competing for your users’ attention, and no CTA at all is a waste.

✅ Instead, focus on one core action

Include one clear, prominent CTA that tells readers what to do next. You want to ask users to do one thing, but you can include your CTA in many places.

Additionally, use actionable language, such as “learn more,” and design your CTA buttons to stand out visually. Here’s an example of our email that revolves around a single action: Join a training session.

❌ Don’t send generic, generic emails

Your customers expect personalized experiences—even if they don’t realize it. In fact, 71% of consumers expect companies to provide personalized interactions. Sending mass emails that ignore where your users are in the product journey makes your communications feel irrelevant, disconnected, and even annoying.

✅ Instead, use segments and personalize content

Your product experience platform has a wealth of product data, qualitative feedback, session replays, and AI-powered segments. Use this to build behavior-based communications that reflect what users do (or don’t do) on your product for timely, relevant nudges.

Pendo’s user onboarding journey is personalized based on user role. The following is an example that the Pendo Admin received during onboarding:

❌ Don’t forget your subject line and preview text

Before users can involve with your email, they need to do it open he. The subject line and email preview text are just as important as the content of your email. When writing subject lines, don’t be general or misleading.

A lower than average open rate may mean your subject line or preview text needs attention.

✅ Instead, optimize with A/B testing

To encourage openness, write clear and specific subject lines that focus on value to your audience. Additionally, make sure your subject line is no longer than 50 characters.

You can even personalize subject lines with product and metadata (like name, persona, or pain points) to show users that you understand them.

❌ Don’t ignore communications governance

Just like in-app guides, product emails need to be checked carefully. Failing to review customer communications—or sending too many messages—can lead to confusion, and at worst, lost customers.

✅ Instead, follow internal processes

Proper governance ensures your communications meet security standards And align with your company’s messaging framework. They also help prevent unnecessary overlap and help all your teams collaborate effectively.

Pendo’s internal governance program follows three steps:

• Send everything for internal review. To ensure consistency and compliance, always send email content through your organization’s internal governance channels. At Pendo, this includes delivering content via Slack, which goes through a two-step review process to ensure content aligns with our standards and protects our users.
• Follow customer messaging standards. All your content will sound like it comes from the same person. It should also reflect guidelines for in-app guidance and support documentation.
• Include and exclude specific segments. At Pendo, we exclude anyone who unsubscribes from operational emails, free users, and customers who haven’t paid for a product.

❌ Don’t send too many (or the wrong) communications

Bombarding users with too many emails and guides can lead to fatigue, unsubscribes, and ignoring important messages. Don’t spam users with too many emails, or forget about other messages you sent them.

✅ Instead, align your channels

The beauty of cross-channel coordination with Orchestrate means you reduce the chance of bombarding users by spreading communications wherever they are most applicable. Keep your journey in sync with your cross-channel journey, use behavior-based triggers, and limit messaging.

Additionally, speak frequently with your marketing, customer success, and revenue teams. This will help you send a reasonable amount email and keeping user experience in mind.

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Combining email with in-app guidance is a powerful way to drive engagement, adoption, and retention. To learn more about how you can use Orchestrate, take a tour or get a free demo.