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always-on AI agents</span></div></a></li><li><a class="nav-item flex gap-3" href="/product/reporting-analytics"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="presentation-chart-01"><use href="/icons/sprites.svg#presentation-chart-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Reporting & Analytics</span><span class="text-sm font-normal text-gray-600">Analyze performance & uncover insights</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-3/5 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">FEATURED CHANNELS</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/product/email"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="mail-01"><use href="/icons/sprites.svg#mail-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Email</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/mobile-app-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="phone-02"><use href="/icons/sprites.svg#phone-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Mobile App Messaging</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/product/web-messaging"><div 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aria-label="star-02"><use href="/icons/sprites.svg#star-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="font-semibold text-gray-900 text-md">How It Works</span><p class="font-normal text-gray-600 text-sm">Get a breakdown of our vertically- integrated technology</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3] w-full" href="/product">Learn More</a></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" 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class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Increase Engagement</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze For</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Engineering</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/braze-for-startups"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-03"><use 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srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">2026 Global Customer Engagement Review</span><span class="text-md font-normal text-gray-600">For our sixth Global CER, we surveyed over 2,200 marketing leaders and analyzed upwards of 6 billion data points spanning more than 750 brands</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs 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font-semibold text-md">Braze Alloys</span><span class="text-sm font-normal text-gray-600">Explore and connect with our trusted Technology or Solutions partners</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/solutions-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Delivery Partners</span><span class="text-sm font-normal text-gray-600">Discover our partnerships with the world's leading agencies, consultancies, and system integrators</span></div></a></li><li><a class="nav-item flex gap-3" href="/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use 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hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full xl:hidden" href="/get-started">Get Started</a><button data-collapse-toggle="mega-menu-full" type="button" class="flex-none h-full focus:outline-none focus:ring-2 xl:hidden p-4" aria-controls="mega-menu-full" aria-expanded="false"><span class="sr-only">Open main menu</span><span class="block relative h-[13px] w-[16px]"><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-0 rotate-0"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[6px] opacity-1"></span><span class="block absolute h-[2px] w-full left-0 duration-300 ease-in-out bg-black top-[12px] rotate-0"></span></span></button></div></div></nav></header><main><div class="relative w-full overflow-hidden pt-[74px] bg-gradient-case-hero"><div class="container relative z-10 pb-8 pt-6"><div class="flex gap-1 text-xs"><a aria-label="Link to resources" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/resources">Resources</a><span class="text-white text-md">/</span><a aria-label="Link to reports and guides" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-bold text-[#310CCE] capitalize" href="/resources/reports-and-guides">Reports & Guides</a><span class="text-white text-md">/</span><a aria-label="Link to onboarding guide" class="text-[#310CCE] border text-nowrap h-fit border-[#D0D5DD] bg-[#ECE5F9] hover:bg-[#F9FAFB] rounded-lg px-3 py-[2px] font-medium text-[#344054] bg-[#FFFFFFB2] truncate" href="/resources/reports-and-guides/onboarding-guide">First Impressions: W...</a></div><script type="application/ld+json">{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Resources","item":"https://www.braze.com/resources"},{"@type":"ListItem","position":2,"name":"Reports & Guides","item":"https://www.braze.com/resources/reports-and-guides"},{"@type":"ListItem","position":3,"name":"First Impressions: W...","item":"https://www.braze.com/resources/reports-and-guides/onboarding-guide"}]}</script><div class="mt-8 flex flex-col items-center justify-center gap-8 sm:mt-12 lg:flex-row lg:items-start lg:justify-between lg:pb-16"><div class="flex flex-col gap-8 max-w-[592px]"><div class="flex flex-col gap-8"><p class="flex gap-3 text-xs font-extrabold text-white"><span>GUIDE</span></p><h1 class="text-display-md font-bold text-white">First Impressions: Why Your Brand Needs a Cross-Channel Onboarding Strategy</h1></div><div class="flex flex-col gap-6 text-white"><p>As digital business evolves and brands learn to develop closer relationships with their customers, onboarding has become a natural<strong>—</strong>and critical<strong>—</strong>part of the customer journey. No matter how fine-tuned your service is, the period of getting to know your brand can be make or break for your customers. A personalized, cross-channel onboarding experience is an important tool in earning their engagement early on in the relationship.</p><p>In this onboarding guide you’ll learn:</p><ul><li class="mb-2 ml-10 list-disc">The 6 milestones necessary in the onboarding process</li><li class="mb-2 ml-10 list-disc">How to know which channels should be used for the optimal customer experience</li><li class="mb-2 ml-10 list-disc">Which combinations of channels can increase engagement by over 800%</li><li class="mb-2 ml-10 list-disc">Ways to ensure GDPR compliance throughout the process</li></ul></div></div><div id="gated-resource-form-panel" data-testid="contact-form-panel" class="form-panel w-full p-4 md:p-6 rounded-xl bg-white max-w-[480px]"><span class="hidden" id="formInvalidOptinValue">Please select one option only and then submit your preference.</span><span class="hidden" id="formInvalidBusinessEmail">Please enter your business email address.</span><div class="is-loading font-semibold text-center">Loading...</div><form id="mktoForm_2870" class=" "></form></div></div></div></div><div class="container py-10 lg:py-28"><div class="mb-8 lg:flex lg:items-start lg:justify-between lg:mb-11"><div><h3 id="check-out-more-reports-guides" class="mb-0 text-display-md md:text-display-lg font-extrabold">Check out more Reports & Guides.</h3></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[18px] py-[10px] text-md border border-gray-300 text-gray-700 shadow-xs hover:bg-gray-50 hover:text-primary-700 active:border-gray-300 active:bg-white active:text-gray-700 disabled:border-gray-200 disabled:bg-white disabled:text-gray-300 bg-gray-300 !text-black mt-4 lg:mt-0" href="/resources/reports-and-guides">View Case Reports & Guides</a></div><ul class="lg:grid lg:grid-cols-3 lg:gap-8 lg:auto-rows-stagger"><li class="row-start-3 row-span-3"><a class="block overflow-hidden rounded-xl bg-gray-50 dark:bg-white text-gray-900 hover:text-primary-700 shadow-xl dark:shadow-none hover:shadow-2xl h-full" href="/resources/reports-and-guides/rcs-starter-guide"><div class="w-full overflow-hidden rounded-xl bg-gradient-card sm:h-[216px]"><img alt="Braze's "Getting started with RCS" graphic, showing a man viewing an RCS message featuring a jacket on his phone." loading="lazy" width="384" height="216" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1fb0c8939a386f4906abc31feb00707083624521-1200x500.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1fb0c8939a386f4906abc31feb00707083624521-1200x500.png&w=828&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F1fb0c8939a386f4906abc31feb00707083624521-1200x500.png&w=828&q=75"/></div><div class="flex w-full grow flex-col gap-5 px-5 py-6 sm:px-6 sm:py-8"><div class="flex flex-wrap gap-3 items-center"><span class="py-1 px-3 rounded-[20px] border border-gray-300 text-sm text-gray-700 font-extrabold capitalize">Guide</span></div><h3 class="line-clamp-3 text-display-xs font-extrabold">Getting started with RCS</h3></div></a></li><li class="row-start-2 row-span-3"><a class="block overflow-hidden rounded-xl bg-gray-50 dark:bg-white text-gray-900 hover:text-primary-700 shadow-xl dark:shadow-none hover:shadow-2xl h-full" href="/resources/reports-and-guides/meeting-instant-payments-expectations"><div class="w-full overflow-hidden rounded-xl bg-gradient-card sm:h-[216px]"><img alt="Braze guide: Meeting instant expectations. Smiling woman with phone and credit card." loading="lazy" width="384" height="216" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbec369d1c7728bf57a080822a0bba781583d6414-3000x3000.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbec369d1c7728bf57a080822a0bba781583d6414-3000x3000.png&w=828&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fbec369d1c7728bf57a080822a0bba781583d6414-3000x3000.png&w=828&q=75"/></div><div class="flex w-full grow flex-col gap-5 px-5 py-6 sm:px-6 sm:py-8"><div class="flex flex-wrap gap-3 items-center"><span class="py-1 px-3 rounded-[20px] border border-gray-300 text-sm text-gray-700 font-extrabold capitalize">Guide</span></div><h3 class="line-clamp-3 text-display-xs font-extrabold">Meeting instant expectations: A guide to building loyalty for payments marketers</h3></div></a></li><li class="row-start-1 row-span-3"><a class="block overflow-hidden rounded-xl bg-gray-50 dark:bg-white text-gray-900 hover:text-primary-700 shadow-xl dark:shadow-none hover:shadow-2xl h-full" href="/resources/reports-and-guides/global-customer-engagement-review"><div class="w-full overflow-hidden rounded-xl bg-gradient-card sm:h-[216px]"><img alt="Smiling man holding a smartphone next to "GLOBAL Customer Engagement Review 2026" and the Braze logo." loading="lazy" width="384" height="216" decoding="async" data-nimg="1" class="size-full object-cover" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=828&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F58525b65b1ee2879c9a6e7e1ff07af42a11e807c-2888x1622.png&w=828&q=75"/></div><div class="flex w-full grow flex-col gap-5 px-5 py-6 sm:px-6 sm:py-8"><div class="flex flex-wrap gap-3 items-center"><span class="py-1 px-3 rounded-[20px] border border-gray-300 text-sm text-gray-700 font-extrabold capitalize">Report</span></div><h3 class="line-clamp-3 text-display-xs font-extrabold">2026 Global Customer Engagement Review</h3></div></a></li></ul></div><section class="bg-blurPurple blur-purple-animation relative overflow-hidden contain-layout pt-10 sm:pt-16 pb-10 sm:pb-16 custom-background"><div class=""><div class="flex w-full flex-col items-center py-16 lg:py-24"><div class="container flex flex-col gap-12 items-center"><div class="flex max-w-[768px] flex-col items-center gap-5 text-center"><h2 id="its-time-to-be-a-better-marketer" class="mb-0 text-white text-display-sm sm:text-display-md md:text-display-lg lg:text-display-xl xl:text-display-2xl font-extrabold"><span class="block"><span class="">It's time to be a better marketer</span></span></h2></div><div class="flex w-full flex-col justify-center gap-8 md:flex-row lg:flex-row items-center"><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-white border border-transparent text-gray-900 shadow-xs hover:bg-[#F9FAFB] active:bg-white active:border-[#D0D5DD] active:border disabled:bg-white disabled:border-[#EAECF0] disabled:border disabled:text-[#98A2B3]" href="/get-started">Get Started</a><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-5 py-3 text-md bg-transparent text-white border border-transparent hover:bg-[#ffffff1a] active:bg-[#ffffff1a] active:border-[#FFF] disabled:bg-transparent disabled:text-[#98A2B3]" href="/product">See How Braze Works</a></div></div></div></div></section><script type="application/ld+json">{"@context":"https://schema.org","@type":"Article","mainEntityOfPage":{"@type":"WebPage","url":"https://www.braze.com/resources/reports-and-guides/onboarding-guide"},"headline":"First Impressions: Why Your Brand Needs a Cross-Channel Onboarding Strategy","description":"First impressions are everything, even in marketing. See how a cross-channel onboarding campaign can be the beginning of long-term customer relationships.","datePublished":"2024-05-22T16:28:33Z","dateModified":"2024-08-07T19:17:13Z","image":"https://cdn.sanity.io/images/b7pblshe/marketing-prod/09a291fcde7ffde7e03c2c2dc8a51a3472913f57-1100x628.png","publisher":{"@context":"https://schema.org","@type":"Organization","name":"Braze","url":"https://www.braze.com","logo":{"@type":"ImageObject","url":"https://www.braze.com/images/logo-lg.svg"}},"url":"https://www.braze.com/resources/reports-and-guides/onboarding-guide"}</script></main><footer class="bg-gradient-to-b from-transparent to-rgba"><div class="container flex flex-col items-start gap-10 px-8 py-24 md:px-24"><div class="flex flex-col items-start gap-6"><div class="text-[24px] font-extrabold leading-[110%] tracking-[-0.96px] text-gray-900 sm:text-[48px]"><p>Braze.<br/>Be Absolutely<br/>Engaging.™</p></div><div class="flex flex-row items-end gap-6"><a 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The story of your users getting to know your brand, for example. No matter how perfect your service is, no matter how indispensable it will be in their lives, there is always a period of getting to know you. How you act during that period can make the difference between a long, rock solid relationship and a temporary flirtation. Want to get it right? Then it's time to think seriously about the ways you're communicating with your users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ff6fa4528d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ff6fa4528d80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is onboarding, anyway?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"362b2951939f\",\"_type\":\"block\",\"children\":[{\"_key\":\"362b2951939f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For many years, “onboarding” referred to the process of acclimating a new employee to their work environment. Teaching them the software. 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Fortunately, the cross-channel nature of digital onboarding allows for maximum flexibility in your approach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ac1bc52dcdb\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ac1bc52dcdb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What kind of information should onboarding cover?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9cb8960e4a99\",\"_type\":\"block\",\"children\":[{\"_key\":\"9cb8960e4a990\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s return for a moment to the employment analogy. At the most basic level, onboarding for a new employee involves teaching them how to do their job (or, at least, teaching them any aspects that they didn’t know already). But it’s a shame if that’s all it involves. In a progressive workspace, onboarding is a friendly, unhurried process that helps the newcomer feel at home with their environment, as well as all the resources, tools, and choices available to them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f873b7d3991a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f873b7d3991a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now, will they read about those options all at once, in a ‘new employee’ manual with laminated pages in a bulky loose-leaf binder? Hopefully not. Hopefully, they’ll be able to learn about their new environment from many sources, at a reasonable pace, with the information spaced out and available for easy recall. Some people remember things better with post-it notes on the side of their monitor. Some set pop-up alerts on their desktop calendars. Some tie pieces of colored string around their wrists. Customer onboarding works the same way. Users receive gentle reminders about where they are and what they can do there, at a gentle pace, in a variety of ways, based on their observable progress.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b29f317adb1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b29f317adb1b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A user should achieve six basic milestones in the onboarding process:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b99496e7852a\",\"_type\":\"block\",\"children\":[{\"_key\":\"b99496e7852a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Feel welcome in the app or web environment.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5237bd13b465\",\"_type\":\"block\",\"children\":[{\"_key\":\"5237bd13b4650\",\"_type\":\"span\",\"marks\":[],\"text\":\"Be able to use the tools at the most basic level.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02cc025d4dfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"02cc025d4dfa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understand how to dig deeper and uncover the more advanced features.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b6d66d4e5b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b6d66d4e5b60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recognize incentives to keep using the app or service.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0dbb646a630e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dbb646a630e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Learn to trust the brand.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e98dcd4431cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"e98dcd4431cc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Come to realize that the app or service is amazing.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d75c50a27f25\",\"_type\":\"block\",\"children\":[{\"_key\":\"d75c50a27f250\",\"_type\":\"span\",\"marks\":[],\"text\":\"To illustrate what an A+ onboarding flow can look like, \"},{\"_key\":\"d75c50a27f251\",\"_type\":\"span\",\"marks\":[\"feb3e7a33a27\"],\"text\":\"we’ve created a fake brand\"},{\"_key\":\"d75c50a27f252\",\"_type\":\"span\",\"marks\":[],\"text\":\", CronusCart. CronusCart is an app that helps independent time-traveling merchants identify market opportunities. The company won’t be founded until 2036, but due to the unique nature of the service, many people are already using it. CronusCart may be an app of the future, but you’ll find these lessons apply to the right here and now.\"}],\"markDefs\":[{\"_key\":\"feb3e7a33a27\",\"_type\":\"link\",\"href\":\"https://medium.com/appboy/24-fake-apps-we-made-up-for-our-blog-15605f7bdba7\"}],\"style\":\"normal\"},{\"_key\":\"69707aed6c00\",\"_type\":\"block\",\"children\":[{\"_key\":\"69707aed6c000\",\"_type\":\"span\",\"marks\":[],\"text\":\"Which channels should be used for onboarding?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4cc29f9cff9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4cc29f9cff90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Short answer: All of them, according to the user’s preferences. CronusCart uses messages in all of the following media:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c60c748031c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c60c748031c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app messages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15e0e09beecd\",\"_type\":\"block\",\"children\":[{\"_key\":\"15e0e09beecd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-browser messages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"23dcd2f9a1dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"23dcd2f9a1dc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile push notifications\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f04dd60a4ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f04dd60a4ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Web push notifications\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"648a7b1d5da7\",\"_type\":\"block\",\"children\":[{\"_key\":\"648a7b1d5da70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c05f761da342\",\"_type\":\"block\",\"children\":[{\"_key\":\"c05f761da3420\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nonintrusive midroll dream interruption (not included in 2018 version)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eefc0e7378e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"eefc0e7378e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s dive into the different use cases for each channel:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"99a92ee8a400\",\"_type\":\"block\",\"children\":[{\"_key\":\"99a92ee8a4000\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app \u0026 In-Browser Messages\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"33e54035500c\",\"_type\":\"block\",\"children\":[{\"_key\":\"33e54035500c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The most important thing to note about in-app and in-browser messaging is that the users are already engaged (which makes sense, because they have to have logged on to your app or website in order to receive the messages). What that means is that these messages should focus on enhancing the customer’s experience with your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"394d37d8ce55\",\"_type\":\"block\",\"children\":[{\"_key\":\"394d37d8ce550\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that looks like in practice? Think of in-app and in-browser messages as “did you know?” messages (though we encourage you to be a bit more creative with your copy 😉). These can be gentle reminders about how to customize their experience, messages that help them get the most out of a tool, or cross-promoting another brand, game, or collection.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"345487754490\",\"_type\":\"block\",\"children\":[{\"_key\":\"3454877544900\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile \u0026 Web Push Messages\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a94dcd01295\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a94dcd012950\",\"_type\":\"span\",\"marks\":[],\"text\":\"Next, we’ll discuss mobile push and web push. But push messaging must be approached with caution. In order to show due respect for this awesome power and the responsibility that comes with it, let’s take an intermission to discuss the triumvirate of push:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f329288c8c60\",\"_type\":\"block\",\"children\":[{\"_key\":\"f329288c8c600\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Priming, prompting, and permissioning\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6abf1172c7ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"6abf1172c7ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Priming is explaining to the user why they may benefit from allowing the app special privileges, such as access to their personal information, or the ability to give push alerts, which will be discussed below. Permissioning is what happens when the user actually grants those privileges to the app. Prompting is providing the user with specific information that is relevant to actions they have recently taken. First, let's look at a priming example, in which CronusCart asks the user permission to access their personal data:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c397742eadc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"c397742eadc10\",\"_type\":\"span\",\"marks\":[],\"text\":\"After the user gives the app permission to access this personal data, we moving into prompting. Which is when a specific event or action lets the app or site know that it's time to remind the user about the push feature and why its useful. In this case, CronusCart uses entrance into a certain era as a good opportunity to prompt the user to allow push notifications.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc636cc50a01\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc636cc50a010\",\"_type\":\"span\",\"marks\":[],\"text\":\"But the user saying ‘ACTIVATE’ above doesn’t actually turn on the push alerts. This only happens through the phone’s special permissioning system. This is when the generic Apple, Android, or other operating system prompt pops up on the screen asking for official permission to allow the app to send push. The user hasn’t truly given permission until they’ve opted in through the official operating system interface.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69c137830f11\",\"_type\":\"block\",\"children\":[{\"_key\":\"69c137830f110\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile Push\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14d5cf4a93c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"14d5cf4a93c20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now that the user has allowed for push alerts, let’s look at one that continues the onboarding process. In the example below, CronusCart knows that the user intends to visit the Middle Ages, an interesting time, but plagued with, well, plague. So CronusCart sends this push notification that helps the user stay safe in their travel, and highlights an important feature of the app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c89e21134ca9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c89e21134ca90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Web Push\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a9192f12473\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a9192f124730\",\"_type\":\"span\",\"marks\":[],\"text\":\"The onboarding process can also continue through web push alerts. It’s just as important to prime and prompt your users to receive web push as it is on mobile--especially since web push (while it’s been around since 2015) has been slower for brands and people to adopt. Below is an example of how CronusCart asks their users for permission, but, just like with mobile push, permission hasn’t been officially granted until the user opts in with the browser’s official interface. Be clear about how these messages will add to your customers’ experiences to increase chances of follow-through!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a9012190573\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a90121905730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ef87968f31b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef87968f31b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The old outreach workhorse gets a new lease on life, marketing-wise, when it works with customizable user data based on cross-platform activity. Marketers can make each email personal and impactful by pulling in information unique to the user like their name and their interests.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd8d2c86ef06\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd8d2c86ef060\",\"_type\":\"span\",\"marks\":[],\"text\":\"These dynamically generated emails also have their part to play in the onboarding process, as they’re able to convey longer, more complex information to users as they continue to engage with the brand. Plus, email acts as an opportunity to reach users when they’re not actively engaging with the brand. \"},{\"_key\":\"cd8d2c86ef061\",\"_type\":\"span\",\"marks\":[\"779ac8209cac\"],\"text\":\"Throw in some deep links\"},{\"_key\":\"cd8d2c86ef062\",\"_type\":\"span\",\"marks\":[],\"text\":\" that lead directly to the pages that will be the most useful to your users, and you’ve got yourself an excellent web or mobile engagement tool.\"}],\"markDefs\":[{\"_key\":\"779ac8209cac\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83755\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"9a922e04d541\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a922e04d5410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cross-Channel Coordination\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8b45cab96ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8b45cab96ba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"And don’t forget that all these channels can (and generally should) work together effectively. Our study showed that campaigns across multiple channels \"},{\"_key\":\"a8b45cab96ba1\",\"_type\":\"span\",\"marks\":[\"ee5171a55e95\"],\"text\":\"can increase engagement by over 800%\"},{\"_key\":\"a8b45cab96ba2\",\"_type\":\"span\",\"marks\":[],\"text\":\". Here, CronusCart's website, triggered by a user action, encourages the user to switch channels for a better experience.\"}],\"markDefs\":[{\"_key\":\"ee5171a55e95\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17866\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"719474e44902\",\"_type\":\"block\",\"children\":[{\"_key\":\"719474e449020\",\"_type\":\"span\",\"marks\":[],\"text\":\"GDPR: Where Legal Standards Meet User Value\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f6d0538bada\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f6d0538bada0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The European Union’s General Data Protection Regulation (GDPR) is officially being enforced (as of May 25th, 2018) creating stricter rules regarding the use of personal data. One of its core tenets is that, when companies ask users to allow the use of their data, they must clearly explain exactly what that data is going to be used for.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56ea5685f186\",\"_type\":\"block\",\"children\":[{\"_key\":\"56ea5685f1860\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve heard rumors about one or two companies that actually find this requirement troubling. How bizarre. Organizations should already be telling users what their data is being used for. It’s the right thing to do, but it’s also \"},{\"_key\":\"56ea5685f1861\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"a natural part of the onboarding process. \"},{\"_key\":\"56ea5685f1862\",\"_type\":\"span\",\"marks\":[],\"text\":\"The user should understand, be sympathetic to, and be fully on board with your reasons for wanting to collect their data… because those reasons should closely overlap with the reasons the user is using the app to begin with. Sometimes, your request for permission might even come as a relief.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3636e0524c47\",\"_type\":\"block\",\"children\":[{\"_key\":\"3636e0524c470\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conclusion\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"961ea4476c42\",\"_type\":\"block\",\"children\":[{\"_key\":\"961ea4476c420\",\"_type\":\"span\",\"marks\":[],\"text\":\"Onboarding. It’s an important part of any relationship; perhaps \"},{\"_key\":\"961ea4476c421\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"the\"},{\"_key\":\"961ea4476c422\",\"_type\":\"span\",\"marks\":[],\"text\":\" most important part. It’s the process through which the user gets to know the app, comes to trust it, gives it new permissions, and decides to commit to the relationship long-term. This process works best when it happens across platforms, and in dynamic coordination with the user’s organic exploration of the app’s possibilities. And with GDPR just around the corner, there’s no better time to be clear with your user about how the permissions they give you will help you deliver the services they need the most.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"thankYouMessage\":[{\"_key\":\"b9adc0f915e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9adc0f915e30\",\"_type\":\"span\",\"marks\":[],\"text\":\"Introduction\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2f262aa78176\",\"_type\":\"block\",\"children\":[{\"_key\":\"2f262aa781760\",\"_type\":\"span\",\"marks\":[],\"text\":\"Every story has a beginning. The story of your users getting to know your brand, for example. No matter how perfect your service is, no matter how indispensable it will be in their lives, there is always a period of getting to know you. How you act during that period can make the difference between a long, rock solid relationship and a temporary flirtation. Want to get it right? Then it's time to think seriously about the ways you're communicating with your users.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ff6fa4528d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"1ff6fa4528d80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What is onboarding, anyway?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"362b2951939f\",\"_type\":\"block\",\"children\":[{\"_key\":\"362b2951939f0\",\"_type\":\"span\",\"marks\":[],\"text\":\"For many years, “onboarding” referred to the process of acclimating a new employee to their work environment. Teaching them the software. Introducing them to important co-workers. Showing them the shortcut to the bathroom.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"20b2f8ac10a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"20b2f8ac10a00\",\"_type\":\"span\",\"marks\":[],\"text\":\"As the digital landscape evolved and brands learned to develop closer relationships with their customers, \"},{\"_key\":\"20b2f8ac10a01\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"onboarding\"},{\"_key\":\"20b2f8ac10a02\",\"_type\":\"span\",\"marks\":[],\"text\":\" became a natural way to describe the proactive cultivation of that relationship. Let’s face it, customers are even less motivated to sit through a boring introductory presentation than employees would be, because the money is moving away from them, not toward them. But for most brands, it isn't feasible to teach a new user everything about what you have to offer, all in one go. And different users respond better to different approaches. Fortunately, the cross-channel nature of digital onboarding allows for maximum flexibility in your approach.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ac1bc52dcdb\",\"_type\":\"block\",\"children\":[{\"_key\":\"6ac1bc52dcdb0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"What kind of information should onboarding cover?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9cb8960e4a99\",\"_type\":\"block\",\"children\":[{\"_key\":\"9cb8960e4a990\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s return for a moment to the employment analogy. At the most basic level, onboarding for a new employee involves teaching them how to do their job (or, at least, teaching them any aspects that they didn’t know already). But it’s a shame if that’s all it involves. In a progressive workspace, onboarding is a friendly, unhurried process that helps the newcomer feel at home with their environment, as well as all the resources, tools, and choices available to them.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f873b7d3991a\",\"_type\":\"block\",\"children\":[{\"_key\":\"f873b7d3991a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now, will they read about those options all at once, in a ‘new employee’ manual with laminated pages in a bulky loose-leaf binder? Hopefully not. Hopefully, they’ll be able to learn about their new environment from many sources, at a reasonable pace, with the information spaced out and available for easy recall. Some people remember things better with post-it notes on the side of their monitor. Some set pop-up alerts on their desktop calendars. Some tie pieces of colored string around their wrists. Customer onboarding works the same way. Users receive gentle reminders about where they are and what they can do there, at a gentle pace, in a variety of ways, based on their observable progress.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b29f317adb1b\",\"_type\":\"block\",\"children\":[{\"_key\":\"b29f317adb1b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"A user should achieve six basic milestones in the onboarding process:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b99496e7852a\",\"_type\":\"block\",\"children\":[{\"_key\":\"b99496e7852a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Feel welcome in the app or web environment.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5237bd13b465\",\"_type\":\"block\",\"children\":[{\"_key\":\"5237bd13b4650\",\"_type\":\"span\",\"marks\":[],\"text\":\"Be able to use the tools at the most basic level.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"02cc025d4dfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"02cc025d4dfa0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Understand how to dig deeper and uncover the more advanced features.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5b6d66d4e5b6\",\"_type\":\"block\",\"children\":[{\"_key\":\"5b6d66d4e5b60\",\"_type\":\"span\",\"marks\":[],\"text\":\"Recognize incentives to keep using the app or service.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0dbb646a630e\",\"_type\":\"block\",\"children\":[{\"_key\":\"0dbb646a630e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Learn to trust the brand.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e98dcd4431cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"e98dcd4431cc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Come to realize that the app or service is amazing.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d75c50a27f25\",\"_type\":\"block\",\"children\":[{\"_key\":\"d75c50a27f250\",\"_type\":\"span\",\"marks\":[],\"text\":\"To illustrate what an A+ onboarding flow can look like, \"},{\"_key\":\"d75c50a27f251\",\"_type\":\"span\",\"marks\":[\"feb3e7a33a27\"],\"text\":\"we’ve created a fake brand\"},{\"_key\":\"d75c50a27f252\",\"_type\":\"span\",\"marks\":[],\"text\":\", CronusCart. CronusCart is an app that helps independent time-traveling merchants identify market opportunities. The company won’t be founded until 2036, but due to the unique nature of the service, many people are already using it. CronusCart may be an app of the future, but you’ll find these lessons apply to the right here and now.\"}],\"markDefs\":[{\"_key\":\"feb3e7a33a27\",\"_type\":\"link\",\"href\":\"https://medium.com/appboy/24-fake-apps-we-made-up-for-our-blog-15605f7bdba7\"}],\"style\":\"normal\"},{\"_key\":\"69707aed6c00\",\"_type\":\"block\",\"children\":[{\"_key\":\"69707aed6c000\",\"_type\":\"span\",\"marks\":[],\"text\":\"Which channels should be used for onboarding?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d4cc29f9cff9\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4cc29f9cff90\",\"_type\":\"span\",\"marks\":[],\"text\":\"Short answer: All of them, according to the user’s preferences. CronusCart uses messages in all of the following media:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1c60c748031c\",\"_type\":\"block\",\"children\":[{\"_key\":\"1c60c748031c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app messages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15e0e09beecd\",\"_type\":\"block\",\"children\":[{\"_key\":\"15e0e09beecd0\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-browser messages\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"23dcd2f9a1dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"23dcd2f9a1dc0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile push notifications\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f04dd60a4ea\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f04dd60a4ea0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Web push notifications\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"648a7b1d5da7\",\"_type\":\"block\",\"children\":[{\"_key\":\"648a7b1d5da70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c05f761da342\",\"_type\":\"block\",\"children\":[{\"_key\":\"c05f761da3420\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nonintrusive midroll dream interruption (not included in 2018 version)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eefc0e7378e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"eefc0e7378e10\",\"_type\":\"span\",\"marks\":[],\"text\":\"Let’s dive into the different use cases for each channel:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"99a92ee8a400\",\"_type\":\"block\",\"children\":[{\"_key\":\"99a92ee8a4000\",\"_type\":\"span\",\"marks\":[],\"text\":\"In-app \u0026 In-Browser Messages\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"33e54035500c\",\"_type\":\"block\",\"children\":[{\"_key\":\"33e54035500c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The most important thing to note about in-app and in-browser messaging is that the users are already engaged (which makes sense, because they have to have logged on to your app or website in order to receive the messages). What that means is that these messages should focus on enhancing the customer’s experience with your brand.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"394d37d8ce55\",\"_type\":\"block\",\"children\":[{\"_key\":\"394d37d8ce550\",\"_type\":\"span\",\"marks\":[],\"text\":\"What does that looks like in practice? Think of in-app and in-browser messages as “did you know?” messages (though we encourage you to be a bit more creative with your copy 😉). These can be gentle reminders about how to customize their experience, messages that help them get the most out of a tool, or cross-promoting another brand, game, or collection.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"345487754490\",\"_type\":\"block\",\"children\":[{\"_key\":\"3454877544900\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mobile \u0026 Web Push Messages\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2a94dcd01295\",\"_type\":\"block\",\"children\":[{\"_key\":\"2a94dcd012950\",\"_type\":\"span\",\"marks\":[],\"text\":\"Next, we’ll discuss mobile push and web push. But push messaging must be approached with caution. In order to show due respect for this awesome power and the responsibility that comes with it, let’s take an intermission to discuss the triumvirate of push:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f329288c8c60\",\"_type\":\"block\",\"children\":[{\"_key\":\"f329288c8c600\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Priming, prompting, and permissioning\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6abf1172c7ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"6abf1172c7ee0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Priming is explaining to the user why they may benefit from allowing the app special privileges, such as access to their personal information, or the ability to give push alerts, which will be discussed below. Permissioning is what happens when the user actually grants those privileges to the app. Prompting is providing the user with specific information that is relevant to actions they have recently taken. First, let's look at a priming example, in which CronusCart asks the user permission to access their personal data:\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c397742eadc1\",\"_type\":\"block\",\"children\":[{\"_key\":\"c397742eadc10\",\"_type\":\"span\",\"marks\":[],\"text\":\"After the user gives the app permission to access this personal data, we moving into prompting. Which is when a specific event or action lets the app or site know that it's time to remind the user about the push feature and why its useful. In this case, CronusCart uses entrance into a certain era as a good opportunity to prompt the user to allow push notifications.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc636cc50a01\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc636cc50a010\",\"_type\":\"span\",\"marks\":[],\"text\":\"But the user saying ‘ACTIVATE’ above doesn’t actually turn on the push alerts. This only happens through the phone’s special permissioning system. This is when the generic Apple, Android, or other operating system prompt pops up on the screen asking for official permission to allow the app to send push. The user hasn’t truly given permission until they’ve opted in through the official operating system interface.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"69c137830f11\",\"_type\":\"block\",\"children\":[{\"_key\":\"69c137830f110\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mobile Push\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"14d5cf4a93c2\",\"_type\":\"block\",\"children\":[{\"_key\":\"14d5cf4a93c20\",\"_type\":\"span\",\"marks\":[],\"text\":\"Now that the user has allowed for push alerts, let’s look at one that continues the onboarding process. In the example below, CronusCart knows that the user intends to visit the Middle Ages, an interesting time, but plagued with, well, plague. So CronusCart sends this push notification that helps the user stay safe in their travel, and highlights an important feature of the app.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c89e21134ca9\",\"_type\":\"block\",\"children\":[{\"_key\":\"c89e21134ca90\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Web Push\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a9192f12473\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a9192f124730\",\"_type\":\"span\",\"marks\":[],\"text\":\"The onboarding process can also continue through web push alerts. It’s just as important to prime and prompt your users to receive web push as it is on mobile--especially since web push (while it’s been around since 2015) has been slower for brands and people to adopt. Below is an example of how CronusCart asks their users for permission, but, just like with mobile push, permission hasn’t been officially granted until the user opts in with the browser’s official interface. Be clear about how these messages will add to your customers’ experiences to increase chances of follow-through!\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4a9012190573\",\"_type\":\"block\",\"children\":[{\"_key\":\"4a90121905730\",\"_type\":\"span\",\"marks\":[],\"text\":\"Email\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9ef87968f31b\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ef87968f31b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The old outreach workhorse gets a new lease on life, marketing-wise, when it works with customizable user data based on cross-platform activity. Marketers can make each email personal and impactful by pulling in information unique to the user like their name and their interests.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cd8d2c86ef06\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd8d2c86ef060\",\"_type\":\"span\",\"marks\":[],\"text\":\"These dynamically generated emails also have their part to play in the onboarding process, as they’re able to convey longer, more complex information to users as they continue to engage with the brand. Plus, email acts as an opportunity to reach users when they’re not actively engaging with the brand. \"},{\"_key\":\"cd8d2c86ef061\",\"_type\":\"span\",\"marks\":[\"779ac8209cac\"],\"text\":\"Throw in some deep links\"},{\"_key\":\"cd8d2c86ef062\",\"_type\":\"span\",\"marks\":[],\"text\":\" that lead directly to the pages that will be the most useful to your users, and you’ve got yourself an excellent web or mobile engagement tool.\"}],\"markDefs\":[{\"_key\":\"779ac8209cac\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-83755\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"9a922e04d541\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a922e04d5410\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cross-Channel Coordination\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a8b45cab96ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"a8b45cab96ba0\",\"_type\":\"span\",\"marks\":[],\"text\":\"And don’t forget that all these channels can (and generally should) work together effectively. Our study showed that campaigns across multiple channels \"},{\"_key\":\"a8b45cab96ba1\",\"_type\":\"span\",\"marks\":[\"ee5171a55e95\"],\"text\":\"can increase engagement by over 800%\"},{\"_key\":\"a8b45cab96ba2\",\"_type\":\"span\",\"marks\":[],\"text\":\". Here, CronusCart's website, triggered by a user action, encourages the user to switch channels for a better experience.\"}],\"markDefs\":[{\"_key\":\"ee5171a55e95\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-17866\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"719474e44902\",\"_type\":\"block\",\"children\":[{\"_key\":\"719474e449020\",\"_type\":\"span\",\"marks\":[],\"text\":\"GDPR: Where Legal Standards Meet User Value\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7f6d0538bada\",\"_type\":\"block\",\"children\":[{\"_key\":\"7f6d0538bada0\",\"_type\":\"span\",\"marks\":[],\"text\":\"The European Union’s General Data Protection Regulation (GDPR) is officially being enforced (as of May 25th, 2018) creating stricter rules regarding the use of personal data. One of its core tenets is that, when companies ask users to allow the use of their data, they must clearly explain exactly what that data is going to be used for.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"56ea5685f186\",\"_type\":\"block\",\"children\":[{\"_key\":\"56ea5685f1860\",\"_type\":\"span\",\"marks\":[],\"text\":\"We’ve heard rumors about one or two companies that actually find this requirement troubling. How bizarre. Organizations should already be telling users what their data is being used for. It’s the right thing to do, but it’s also \"},{\"_key\":\"56ea5685f1861\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"a natural part of the onboarding process. \"},{\"_key\":\"56ea5685f1862\",\"_type\":\"span\",\"marks\":[],\"text\":\"The user should understand, be sympathetic to, and be fully on board with your reasons for wanting to collect their data… because those reasons should closely overlap with the reasons the user is using the app to begin with. 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