Dynamic Onboarding Content Selection in Social Network Emails
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Solution Overview
Problem
Online social network services face challenges in effectively onboarding users to various product features and value propositions, particularly since a large proportion of users do not regularly visit the site, making it difficult for the service to educate them on site product features.
Innovation Solution
A product onboarding system that leverages emails to educate users about product features and value propositions by inserting relevant onboarding content items into existing emails, using techniques such as random selection, weighted rotation, and propensity modeling to determine the most appropriate content for each user, thereby increasing user interactions with the site.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Quantity of substance
If emails are used to reach users who do not frequently visit the site, then user coverage and engagement opportunities increase, but the effectiveness of delivering product feature education deteriorates due to limited user interaction with email content
Solution Approach 1:
The patent segments the onboarding content into modular components that can be selectively inserted into different email types. Each email template contains specific onboarding content items tailored to that email's purpose, allowing the system to deliver relevant product feature education to users based on their email interaction patterns rather than requiring site visits.
Solution Approach 2:
The patent uses emails as an intermediary medium to deliver onboarding content to users who do not actively visit the site. By embedding onboarding content items directly within email messages, the system bridges the gap between users who are passive (not visiting the site) and the active education required for product feature adoption.
2Productivity
If multiple onboarding content items are inserted into emails, then user engagement and product feature promotion increase, but email complexity and processing requirements increase
Solution Approach 1:
The patent pre-configures multiple email templates with specific onboarding content items inserted at appropriate locations within each template. This preliminary preparation allows the system to efficiently select and send appropriate emails without complex real-time assembly, reducing processing complexity while maintaining rich onboarding content delivery.
Solution Approach 2:
The system dynamically changes parameters such as which onboarding content items to insert, the type of email to send, and the timing of delivery based on user behavior data. This parameter-based approach allows flexible control over email complexity and content selection without requiring complex structural changes to the email system.
Data Source
AI summary
Techniques for onboarding users to various product features are described. According to various embodiments, information identifying a set of candidate onboarding content items associated with an email type of an email to be transmitted to a particular member of an online social network service is accessed. Thereafter, a first subset of the candidate onboarding content items is removed from the set, responsive to determining that the particular member has already been onboarded to products associated with the candidate onboarding content items in the first subset. Further, a second subset of the candidate onboarding content items is removed from the set, responsive to determining that the particular member has previously viewed and not interacted with the candidate onboarding content items in the second subset. A specific onboarding content item is then dynamically selected from the remaining set of candidate onboarding content items.