How newsletters can get you better customer experience

Just a few weeks ago, I got an email from Mapbox. I downloaded their software a few years ago, and - as all good SaaS companies do - I am now on their mailing list. I'm also on lots of other mailing lists of other companies, as I'm sure you are too. The difference with Mapbox is in how they use their mailing list. 

 Other companies tend to send out boring news items, or policy updates. Mapbox on the other hand reserves their mailing list for informing their users on new features, AND, most importantly for me as a user, they tell you what you can do with those new features. In short, they send out mini-tutorials to create really specific things.

Here's what they say:

     " Create a heatmap to visualize your data. You can replace the heatmap colors with your own to make this example complement your style. "

And then they link to the code example.

Here's what they don't say:

     "Mapbox has released new features. These new features include a heatmap function. Click here for more information on Mapbox' features."

 See the difference? The first one talks about the user, the second example talks about the company. 

 They also ditch all the redundant text in the email. I count about 8 sentences in the entire email, to introduce 3 tutorials. 

 

So what can you, as a SaaS company, learn from Mapbox?

  •  tell your users what they can do with the software

  • don't talk about features

  • ditch any redundant text

  • consistently inform your users. Don't expect them to figure out new features by themselves, or that they visit your website all the time. 

 

Interested in user retention and want to read some more articles?

  •  Why would customer experience work for you? This article gives the background behind the rise in customer experience in the last few years, and makes the point that investing in customer experience will lead to increased customer loyalty, and more customer referrals

  • Not sure how to implement your own newsletter? This article gives you some good starting points.

 

PS: I'm in no way affiliated with Mapbox. Just digging the emails. Check them out at mapbox.com. 
PPS: Do you want to make some changes in how your company retains and informs your users? I'm consulting on customer success for SaaS companies. Write me a note if you want to chat about how customer success can work for you!

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During a recent move, I had to clean out a whole storage closet filled with boxes. Those boxes came from the tech gadgets I had acquired over the years, my phone, laptop, old laptop that had died in the meanwhile, tablet, ... I kept them just in case one of them broke while still under warranty and I could send it back and get a new one... wishful thinking. And all the way at the bottom of each box, underneath the plastic, I found unopened manuals. I didn't even open the Quickstart guides. Does that look familiar to anyone?

 

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