New Year Content Journey
This journey leveraged two overlapping events that marked growing interest in improving personal productivity—the new year and the “Great Resignation.” The messaging highlighted the ways our app’s productivity tools could help customers get organized and achieve their most ambitious goals.
Campaign goals
Improve active use among existing customers who are either inactive or who have downgraded from a paid subscription plan to a free plan.
Approach
Inspire customers to use paid features to boost their productivity at a time when they’re naturally inclined to undertake major life changes.
Results
For recently inactive users, we saw a 3-8% activation lift for 2 months after the campaign ran.
First touch: Make today your “day one”
In this initial round, I touch on the kinds of changes many people are wanting to make in their lives both as a result of the new year and the Great Resignation—helping users connect the dots between their aspirations and our product. Notice the immediacy of the copy here and throughout the campaign, asking customers to use the app today to make progress towards their dreams.
Push notification
Desktop web takeover
Desktop web banner
Second touch: Bring your goals closer
At this point in the journey, I start focusing on specific features. For this round, I highlight “Home,” a feature that surfaces a user’s most relevant info in one place. The content below shows the user how Home makes it easier to work towards their goals on a daily basis. Crucially, this also encourages habitual use of the app—a big ask from my stakeholders as it delivered on a business priority to increase weekly active use.
Push notification
Desktop web takeover
Desktop web banner
Third touch: Make every meeting count
Here I focus again on a particular feature—this time it’s the app’s calendar integration. The ask at this stage was to hit use cases where the customer has to connect with others, hence the copy around meetings, interviews, and classes—all of which fit nicely with the core campaign message of achieving your next big thing.
Push notification
Desktop web takeover
Desktop web banner
Fourth touch: Put your plans in motion
Here, I focus on the app’s to-do list feature—”Tasks.” There’s also a natural connection between to-dos and the core message of accomplishment, so this felt like a strong ending note for this journey. Note that the last section of this email (and the others before it) includes an upsell message. This helps us push a higher-value subscription tier without making the content feel too “sales-y.”