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Now that the user is in the product, let's get them using it. 
For Bento, I spend a lot of time studying visitors individually in the visitor browser and try to get an idea on what people are actually doing when they use the product. 
The browsing behaviour of many, is to be frank, kinda insane. 
They'll click every link, scan all the features rapidly, and then leave. They're basically trying to get a feel for the product and see if it'll work for them. 
Then they might actually try a feature like sending a test broadcast or workflow. 
This is when you'll want to begin triggering sequences based on what features your customers are going to use. 
If you're a single feature product then this will be simple for you. If you're a multi feature product like Bento, this might be a little trickier but totally doable. 
Let's use an example right inside Bento. 
As you know by now, Bento offers email marketing and automation. 90% of automations involve emails so we can assume that the intent of using both features is sort of the same. Users want to send emails to their customers that get read and engaged with. We, at Bento, know how to help with that. 
So, we add users who show intent to use the feature to Tip Sequences that help them reach that goal. 
We create a simple Workflow that looks to add people to this sequence if they visit either the broadcast creation page (/broadcasts/new) or the workflow builder (/workflows/new). Again, not that I'm triggering based on pageview - this is the easiest way to build automations in Bento and profoundly simpler than other ESPs. 
Once they trigger that event they get added to a sequence. 
Sequences can't be triggered twice so you don't have to worry about being getting duplicate emails. 
Each email that we send are insanely short, to the point, and are focused on helping customers get their job done. 
These emails could literally be tweets they are so short. 
Remember, at this point your customers are now using your product. You want to be helpful but not give them more work (essays to read). 
For Bento, here are a few of our emails that you can expect when you start using broadcasts or workflows: 
Not surprisingly, I get a-lot of exposure to peoples subject lines.

I literally have a monitor next to be that shows me everyone's campaigns going out.

Want to know the #1 mistake I keep seeing?

TOO MUCH NOISE!

Focus on one idea, one benefit, one fact.

Focus just on simplicity and one thing at a time.

This is even more true for eCommerce. If you're trying to promote your products, try and just market one SKU at a time or if you're SaaS just talk about one feature.

If you load too much into your emails people will just ignore them.

Onwards,

Jesse
CEO of Bento

PS: This email is automated - but replies really do go straight to me and I will reply to them. 


We ran a quick report the other day and found out 80% of you don't do anything for your inbox snippet!

Naughty, naughty!

The inbox snippet is essentially a second subject line.

A second chance of grabbing attention.

These should open a loop in the readers mind and get them to close it by reading the contents of the email.

"... you won't be able to guess what's inside."

"This feature blew our last clients mind when we revealed it ..."

"This product sold out last Christmas in 10 seconds."

A subject line creates interest, the preview text opens loops.

Give it a try in your next email.

Onwards,

Jesse
CEO of Bento

PS: This email is automated - but replies really do go straight to me and I will reply to them. 


The emails are playful, focus on one topic, and keep certain things front of mind for the reader when they are using the feature to maximize their results.
 
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