People who know my past projects will find it hard to believe I’m suggesting that. But of course I’m not talking about true spam. I’m talking about users who have signed up for your product or project.
It’s very easy for your users to forget about you. People sign up for all kinds of things to try them out. Maintaining their interest in the long run is hard. Especially for a project like Hubdoc, where we are making people’s lives around bills and statements easier but also making it so easy that they rarely need to log in.
One thing we’ve discovered at Hubdoc, is that in inviting friends and family to try out the service, they often they will sign up for an invite and when we send the invite they completely forget about going in and trying the service out. Maybe they said they would try later and forget, or they click but decide not to do it just now, or perhaps they miss the email.
Thankfully we’re using PostgreSQL to store all our data, so finding users who hadn’t logged in, who we had sent an invite to, but who hadn’t been sent that invite in the last couple of days, was a trivial query. Sending them each a mail giving them their unique signup URL, and gently reminding them to log in, is a good way to get them to activate their accounts. As long as we don’t do this too often (and give them an opt out) they won’t mind this kind of reminder email.
This extends further as well, to users who just tried the system once, and didn’t get very far – email them to say “we notice you didn’t get very far in the system. Do you need help? Click here to log in”. Do this every once in a while and you will get them re-engaged.
Obviously there’s more to this – and lots of different reasons you can email – when you add new features or functionality, particularly taking care to email users who have requested such functionality.
Email is an incredibly powerful tool for getting in touch with your users. Use it.