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Should user onboarding emails always redirect back to the app?

Seems like a ‘yes’ is the only answer. Because the app is where the good stuff is. It’s where the engagement happens. It’s the promised land.

But I’m going to try and make a case for a ‘no’.

At least a ‘not always’.

I’ve been on around 40 drip campaigns over the last few months. Each lasted anywhere between two weeks and one month. I received between three and twenty-two (that’s right, twenty-two) automated emails each. And almost every email had one primary goal—to get me back in the app.

I get the appeal of the app redirect. The ease and the opportunity of it. I know why it can make sense. As a user, though, I’m exhausted.

It’s important I tell you why.