📝 Resources

lalexander
by: HubSpot Employee
HubSpot Employee

Key Takeaways: Crafting Your Customer Notification Strategy

HubSpot's Product Manager for Notifications, @Pearly , joined us in a live AMA last week to discuss your feedback on HubSpot's notifications and strategies for building your own customer notification strategy.

 

Key Takeaways:

  • Make every notification relevant. Pearly’s philosophy: Users see notifications as calls-to-action, so every single notification coming out of HubSpot should be relevant for customers.
  • Always provide the next step. Customers need to see the context of the notification or at least be given a link or further info on exactly where to go to see or action it (for example, if you get a notification that someone commented on your CRM activity, you should also get a direct link to that activity - not just the contact record)
  • Be clear and concise. No unnecessary words that could distract from the core message.
  • Make the next appropriate action perfectly clear.
  • Pick a CTA: 99% of the time, your notification needs a CTA.
  • Consider and reconsider your channel. If people aren’t engaging, rethink the channel

 

Pearly’s Top Tips for Developing Your Own Notification Strategy:

 

  1. Define your channels.
  2. Decide what types of notifications you have to deliver.
  3. Look at those notification types. What should be a preference versus something considered critical info? Should your customers be able to disable that type of notification or not? (e.g. A customer probably shouldn’t be able to opt out of billing alerts or product outage notifications that directly impact them. On the other hand, promotions aren’t usually mission critical, so you should probably allow customers to opt out of those.)
  4. Look at notification engagement rates. HubSpot’s most successful notifications (by engagement rates) do one of the following:
  • Enable users to set up or use HubSpot - e.g. “Reset your password in order to keep using HubSpot.”
  • Follow up outside of the HubSpot software on an action our users started in-app - e.g. if you export a large list, we notify you outside the app when your export is complete.
  • Allow users to collaborate with their teammates - e.g. Comments on your work and @-mentions
  • Add product value - e.g. Daily prospect digest for sales reps allow them to do their jobs more effectively & get better results
  1. Make sure every notification fits your core notification mission. At HubSpot, Pearly’s litmus test is: “Does this notification accelerate productivity?”

To watch the full recording, click here.

 

Let Pearly know if you have any follow-up questions below!