​​How to build good educational campaigns

You've built your baseline user journey and completed all the necessities, like handling issues and pushing users to learn about your product's unique capabilities.

Now, your goal is to achieve constant engagement.

The road from ramp-up to cruising can be a long one. So you need to keep reminding users who you are, what you offer, and why they should care. How? By sending out educational campaigns. 

Let's look at three tips to help you deliver great campaigns for your customers.

1. Help your users get the most out of your product

Start by looking into your product's main features and the usage patterns of your users. Then explore deeper stories about how your product helps people, or look at how you can tap into seasonality to help users get more value.

Here are a few examples:

• Smart bulb – How to spring out of bed with morning routines
• Pet tracker – How Jeanie found her dog in the middle of a crowded city
• Thermostat – Save $300+ this winter by setting your heating to 64°F

2. Measure engagement to see what works best

Once you've decided on your message, you'll want to think about engagement – both for your campaign and your product.

Before running your main campaign, set up an A/B test to see which subject line, creative execution, or call to action works best. Then send out the winner to the rest of your audience and record the results to inspire future campaigns.

Once your campaign is complete, keep an eye on what your users do next. This can help to reveal the impact of your educational campaigns on your users' behavior.

3. Leave plenty of time between educational campaigns

At Copilot.cx, we believe in using email as an unintrusive channel for sharing additional information with your users. So your touchpoint policy (TPP) for educational campaigns should be much stricter than with other forms of communication – like technical aid emails.

Email shouldn't be a constant, nudging pain that runs alongside your product. Instead, it should be something you use sparingly to give users genuine, eye-opening value about your product.