Launch Targeted Campaigns to Promote Feature Adoption

Introduction

Driving feature adoption requires proactive outreach tailored to customer needs and behaviors. Targeted campaigns enable your team to guide customers toward deeper engagement with high-value features, ensuring they derive maximum value from your product. This article provides a step-by-step guide to designing and executing campaigns using Gainsight’s tools.

Step 1: Identify Campaign Goals and Target Segments

Define clear objectives and the audience for your feature adoption campaigns.

• Set Adoption Goals: Align campaigns with specific goals, such as onboarding new users to key features or increasing engagement with underutilized functionalities.

• Segment Your Audience: Use Data Designer to group customers by attributes like license type, ARR, or feature usage patterns.

• Prioritize High-Value Accounts: Focus on segments where adoption improvements will have the most significant business impact.

Step 2: Design Campaign Content and Messaging

Craft engaging content tailored to the needs and preferences of your target audience.

• Highlight Feature Benefits: Clearly explain how the feature addresses customer pain points or achieves their goals.

• Personalize Messaging: Use Journey Orchestrator to personalize emails based on customer roles or usage behaviors.

• Incorporate Visual Aids: Include links to tutorials, webinars, or in-app guides created using PX to enhance customer understanding.

Step 3: Automate Campaign Execution

Leverage automation to ensure consistent delivery and follow-up for your campaigns.

• Set Up Automated Journeys: Use Journey Orchestrator to schedule campaign emails and track customer responses.

• Trigger In-App Messages: Deploy contextual in-app messages through PX to guide users as they interact with features.

• Track Engagement Metrics: Monitor open rates, click-through rates, and feature engagement metrics using Dashboards to evaluate campaign success.

Next Steps for Success

After launching campaigns, focus on equipping users with resources to deepen feature engagement. Develop tutorials, webinars, and in-app guides tailored to their specific needs.

Explore More

• Guide: The Art of Personalization at Scale

• Blog: Drive Product Adoption with a Multi-Channel Approach

• Support Resource: Journey Orchestrator Overview

• Support Resource: PX for In-App Messaging