Plays

We have a score at KNO that measures if a brand is using our most impactful features. You know what percentage gets a perfect score? 4%.

It’s an incredible stat, both because it is so low and because it is so common.

If you’re a brand, you might read this and think “Wow, that’s really bad, Jeremiah.” If you’ve been in software long enough, though, you wouldn’t bat an eye at this. (Pendo, an analytics tool for software companies, found that less than 7% of features drive 80% of in-product clicks).

This is the biggest issue with SaaS; customers just don’t use most of the product they buy.

The reason for that, I think, is that customers usually don’t know how to get the full value out of those products—and, sometimes, they don’t know what value they can get out of those products.

The challenge for software companies, though, is that the traditional way of driving customer adoption has been 1-1 communication (with a sprinkling of email marketing). As evidenced by the stats above, that isn’t exactly a great ROI.

That’s why I’m so excited about Stamped’s Plays Library, which got released this week.

The team was working on this before I joined and they basically open-sourced the best personalization tactics you can use Stamped and Repeat to deliver, complete with examples from brands like Dr. Squatch, Fresh Clean Threads, and Summer Fridays. You can filter it by lifecycle Moments, channels, product integrations and more.

It’s like the best parts of a swipe file—you can see what your favorite brands are doing and draw inspiration from it—and the not-boring parts of a help center article—you can get to the “how to” stuff really fast—combined into one.

I think this type of “open sourcing” is going to be a major trend in ecommerce software, since the biggest constraint to adoption is often resource constraints. There just aren’t enough hours in the day for a small marketing team at a brand to do everything they want, let alone figure out how to do it. You have to tell them why it’s worth the time, show them what it looks like, and teach them how to do it. Otherwise, the cognitive load is too great and they’ll move on to the next thing.

That’s what we’re trying to solve here. The idea is that this is a resource for lifecycle marketers and those looking to create personalized customer retention experiences. It’s also meant to be a guide for our customers, so they can discover new use cases for software they already bought and see how easy it is to tackle on their own.

One of my favorites is this one, which uses Repeat, Klaviyo and PostPilot to automatically send personalized postcards to customers who are due to reorder a specific product.

It’s literally two dynamic segment builds, and that’s it. It even led to a 10% lift in 90-day repeat purchase rate for Dr. Squatch.

I can’t imagine how long this would take someone to build personalized replenishment reminders without Repeat’s Moments triggers or integrations. This takes maybe 5 minutes, and impacts one of the most important KPIs for a retention team.

It’s super cool that you can get the instructions, a visual example, and a sense of impact all in one spot. I wouldn’t be surprised if, with this, Stamped and Repeat have feature adoption scores far higher than industry benchmarks.

And, by the way, I like it so much, we’re going to add a bunch of KNO “Plays” to it soon.

If you want to chat Plays, or how to use them after taking a look through the library, just reply. I'd love to jump on a call with you.