So what did I actually do at randrr?
Besides an insane amount of market research, competitor and SWOT analysis, user and customer interviews, surveys, I was product owner of user engagement. I brought to the team a data-backed case study to set the vision behind a multi-channel engagement and notifications strategy.
This multi-channel engagement strategy led to a 30.5% CTR rate for our on-boarding campaign. [10x click through rate of emails sent and validated through beta not open market launch].
Below is an example of how we set up a scaleable multi-channel engagement strategy. What you are looking at is a map of all the backend logic [housed in our 3rd party integration with Webengage] for the user journey at the time of sign up. This is not the actual set up from randrr. I chose a public example piece, so as to not reveal anything from randrr.
We used this strategy for welcome and on-boarding campaigns. Both campaigns achieved anywhere from 50-65% open rates and 20-33% click through rates. Solid 10x difference compared to industry averages of click through rates. The recruiting/job industry is 2-3% CTR according to Mail Chimp data.
Actual On-boarding Email Sample
Our strategy was to educate the user on value they could receive while keeping as simple and actionable as possible. Instead of bombarding the user with everything our web app had to offer, when a user entered randrr, we tracked user click events on the front end and passed that information via RESTful API to Webengage. I was able to create user journey's within Webengage that housed the logic for sending the right message at the right time.
We achieved success by substantially reducing the cognitive load experienced in a typical on-boarding process. And instead drove hard the single next best action the user should take to recieve more value out of randrr. And retention for our business.
This drove a competitive advantage for randrr to provide a significantly more personalized and relevant user experience. Drastically increasing the likelihood of retention during the critical 3-7 day post sign up window.
This was also a win for a major brand tenant goal for us: a more humanized and relevant job search experience. In total, user's could receive a variation of 14 different emails during our on-boarding phase. This was a scaleable and highly personalized method,100% dependent on the user's motivations and actions within the app. I don't believe in hoping users find value and come back to the app. I sought after a personalized strategy that met our brand goals and create an strategy where our competitors left open a market opportunity.
This strategy is backed up by research and a best practices used in a different product and industry.
Below is an example of our welcome email. What we did differently here, is work to introduce ourselves in a way that represents our brand tenants. And deliver up to three different personalized emails that housed different copy to address the psychological needs of the user.
What you don't see, that I am most proud of is the all around team effort to bring this together. The interface designed by our lead UX designer, the copy done by our in house copywriter, and the integration done with our developers.
Further, integrating with a 3rd party to house all logic of messaging was both a challenge and rewarding experience. In addition to the team putting this together, I managed working with a team in India, to deliver this type personalization.
I'd like to invite you to read on to see how we worked with our 3rd party integration partner, called Webengage. Based in India, their customer support team and engineers were insanely accommodating to create a whole new feature within their platform to meet a major need for our strategy.
Actual Welcome Email Sample
Unsubscribing from emails seems simple but can be complex. Particularly when we needed to account for the user account settings in our consumer facing app. In the footer of the email you can see the hypertext link "log in". We hit an unanticipated snag during development because of this. Webengage did not have a feature that would deliver how we wanted the unsubscribe functionality to work.
It seems like a small issue but has a major impact on the organization complying with CAN-SPAM regulations.
The problem was we were concerned about allowing the user to one click unsubscribe and tying that communication back to the user control settings that are in the app. Because randrr's long term business strategy is to have a native app, it would make much more sense to have this feature work the right way the first time.
So the solution presented itself during research, I noticed how Mint.com handles this problem. We used the link to direct the user into randrr app, directly to the control settings where they could toggle off and unsubscribe from the notifications.
And because Webengage did not provide this type of functionality, we worked alongside them to build it. After presenting what solution we needed, Webengage added the functionality to their product roadmap and had executed, working in production in less than 2 weeks.
This was critical to meet business goals of preventing the user from completely unsubscribing to all communications because in the control settings the user had the option to turn off separate communications. Instead of just one "off" switch. Saving and retaining users was critical to our long term success.