A Product Manager’s Guide to Email Notifications & App-Generated Emails

I recently met up with an old friend who’s the product manager of a growing SaaS application.

Like a lot of product teams, hers approaches app notifications as a core feature of their product platform. However, they’ve been handling the different types of emails their app sends (ranging from onboarding messages to password resets) in a somewhat ad-hoc fashion. Some of those emails were being sent using a marketing-centric tool, others inflexibly hard-coded into the app.

That disconnect was frustrating to her—it resulted in an inconsistent user experience for her customers. It also meant she wasn’t really sure when (or if) they were delivered, and her team had limited visibility into how different sorts of messages affected user engagement.

So, my friend was excited about a new project they were undertaking to bring all of those emails into a shared infrastructure service similar to how they treated other forms of notifications. That was one of the reasons we were talking—she was looking to learn from the experiences of other product teams.

Email Is Essential to Growing SaaS Applications

In that, she isn’t alone. Email is essential to growing SaaS applications. The emails they send are indispensable tools for driving user activity, building trust, and nurturing long-term engagement. But sometimes hard to know where to begin.

That’s why the email experts at SparkPost created a guide to help product teams get started with email notifications and other app-generated emails. It provides a great foundation for teams building fast-growing services to make the most of email in their products.

It’s called (very creatively) “The Product Manager’s Guide to Email.” Check it out and send us a tweet, and let me know what you think. I’d love to hear what kinds of questions your team has about email notifications and other kinds of app-generated emails.

Brent