Features: Strategies

Now that you’ve benchmarked your data and know which features to focus on, you can start developing simple campaigns to promote feature adoption and usage.

Here are our top three strategies:

1. Early discovery
2. Direct navigation
3. Reawaken interest

Let's look at these one by one.

1. Early discovery

The ramp-up stage is the perfect time to drive early discovery of your best features.

Start by segmenting the users who have not used a specific feature yet. Then run an in-app and email sequence to explain the feature, maybe with a video to help demonstrate the value.

Here are a few tips to help with your discovery campaigns:

• Focus on the basics to make users curious to learn more
• Avoid overwhelming users by leaving time between first use and discovery phases
• Only send communications about feature Y after feature X has been seen or used

2. Direct navigation

The most obvious place to promote a feature is on the screen where it can actually be used. For example, a camera alerts feature may appear on the camera screen in the app.

Here are another couple of tactics you can try:

• In-app navigation – create a call to action in your app that takes users directly to the screen where the feature can be used
• Deeplinks – create a call to action in an email that takes users directly to the screen where the feature can be used

3. Reawaken interest

The third and final strategy is all about awakening interest in older users. 

Here are a few approaches you can take:

• Rediscovery – target users who have never used a feature or haven't viewed it for a while
• Upgrades – deliver a new batch of content to pique interest and demonstrate value about a feature
• Events – embed features into the user journey at moments that offer the most value

And of course, the more personalized your communications, the more success you'll see!