{"id":8220,"date":"2017-09-15T17:30:17","date_gmt":"2017-09-15T16:30:17","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=8220"},"modified":"2021-02-16T21:17:13","modified_gmt":"2021-02-16T21:17:13","slug":"how-to-send-the-perfect-message-with-the-five-ws","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/how-to-send-the-perfect-message-with-the-five-ws\/","title":{"rendered":"Send the perfect message with the five Ws"},"content":{"rendered":"<p class=\"opening_paragraph\">Sending high-impact, well-timed and targeted messages requires insight and laser-sharp focus on your recipients.<\/p>\n<p>No amount of clicks and opens can match the returns that authentic and meaningful human-to-human communication delivers. We\u2019ve assembled this handy overview of the Five Ws of Who, What, When, Where, and Why so you can send messages that truly engage your customers.<\/p>\n<h2 id=\"1-why-are-you-sending-this-message\">1. Why are you sending this message?<\/h2>\n<p>This is always the first question to ask. Every message needs a clearly defined goal \u2013 whether it\u2019s getting people to login for the first time, or upgrade to a new plan. Knowing precisely what you want to achieve and the action you expect from your users is essential if you\u2019re to realize and measure the true impact of a message.<\/p>\n<p>With Intercom, you can use <a href=\"https:\/\/www.intercom.com\/blog\/messages\" target=\"_blank\" rel=\"noopener noreferrer\">Message Goals<\/a> to set and track specific message actions you want your users to take. So, if the goal of the message was to turn free users into paid users, you can measure that. Or if the goal was to encourage users who don\u2019t have an avatar to upload one, you can track that too. It\u2019s all measurable &#8211; whether it\u2019s a one-off message or a campaign of messages.<\/p>\n<p>You simply can\u2019t communicate without a stated goal. Focus your objective, or you\u2019ll struggle to hit the target.<\/p>\n<h2 id=\"2-what-are-you-saying\">2. What are you saying?<\/h2>\n<p>At Intercom, we understand the value of keeping all your customer communications authentic and personal; in fact, we live and breathe by it. Regardless of the message goal(s), there are five key characteristics that should apply to what you\u2019re sending. Get these right from the get-go or everything that follows will be a waste of time.<\/p>\n<ul>\n<li><strong>Stay personal:<\/strong> We start most of our messages with \u201cHi Joe\u201d (unless of course your name isn\u2019t Joe). If for some reason we don\u2019t have the person\u2019s first name, the message falls back to \u201cHi there.\u201d We also choose in-app chat or plain text emails to message our customers for the simple reason that they feel more personal and direct. They\u2019ll get better <a href=\"https:\/\/www.intercom.com\/blog\/customer-engagement\" target=\"_blank\" rel=\"noopener noreferrer\">engagement<\/a> than something that looks like it was sent to the masses.<\/li>\n<li><strong>Staying relevant and timely:<\/strong> Make sure any message you send is targeted, specific, and appropriate to the right customers, or the note will quickly find itself in the trash.<\/li>\n<li><strong>Be polite and sensitive:<\/strong> This is key to healthy engagement. SHOUTING and overused synergistic business jargon scream of insincerity.<\/li>\n<li><strong>Use the appropriate voice and tone:<\/strong> As your company grows, a <a href=\"https:\/\/www.intercom.com\/blog\/8-tips-for-writing-like-you-mean-it\/\" target=\"_blank\" rel=\"noopener noreferrer\">style guide<\/a> is an essential tool for keeping all parties on the same page.<\/li>\n<li><strong>Get to the point quickly and correctly:<\/strong> Remember that your customers have got other things to do. Respect their time, and help them get the most out your message.<\/li>\n<\/ul>\n<h2 id=\"3-who-are-you-targeting\">3. Who are you targeting?<\/h2>\n<p>Any message that doesn\u2019t define the right recipient will fail. The key to effective communication with your customers is identifying and managing meaningful segments that everyone can understand.<\/p>\n<p>This begins with thinking of the user, not the user base. It never makes sense to talk to all of your customers at one time. It\u2019s better to segment your customers based on their activity. For example, target engaged users with new features you think they should try out, rather than pitching them features they\u2019ve already used.<\/p>\n<p class=\"quote\">It is possible to get even more granular and tailor your messages to behavior.<\/p>\n<p>Customers will stop using your product for many different reasons. These inactive or disengaged users can be segmented depending on their prior activity, and targeted with relevant messages about all the new things your product can do for them now. (You have made product improvements, right?)<\/p>\n<p>Other key segments we\u2019ve used include free and premium. We also segment power users, trusted testers, recently cancelled users, recently contacted, sensitive users, VIPs and friends, and users of each key feature.<\/p>\n<p>If you want to deliver messages that are truly personal, it is possible to get even more granular and tailor your messages to behavior. Using Intercom\u2019s Events feature, an automated message can be sent as soon as Events happen, such as right after someone uses a feature and you\u2019re looking for feedback, or when someone has frequently used the conversation tool, but hasn\u2019t tried the mentions feature yet. It\u2019s a great way to send timely and contextual messages, at the exact moment your customers are likely to take action.<\/p>\n<h2 id=\"4-when-will-you-send-it\">4. When will you send it?<\/h2>\n<p>There are a number of distinct aspects of time you need to consider, but once you\u2019ve considered the impact of all of them you\u2019ll be well positioned to start writing your messages.<\/p>\n<ul>\n<li><strong>Time of day:<\/strong> We\u2019ve found that the <a href=\"https:\/\/www.intercom.com\/blog\/timing-is-everything-what-our-data-says-about-when-to-message-your-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">peak open rate for all types of messages across Intercom is 10-11am<\/a> (in the local user\u2019s timezone). This matches what we\u2019d consider \u201cnormal\u201d patterns of behavior. Most people do a quick triage of email and notifications first thing in the morning, archiving (or ignoring) those that are irrelevant, seeing if there\u2019s anything urgent, and leaving everything else unopened until they get to work.<\/li>\n<li><strong>Frequency:<\/strong> If you are sending too often, your subscribers are likely to tune out what you have to say. Even worse, if you start showing up in their inbox unannounced, or worse still uninvited, they will start to tag you as spam. A recent study of attitudes towards <a href=\"https:\/\/www.intercom.com\/blog\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketing<\/a> found 44% of respondents wanted to receive less email from companies and brands, with 46% saying they flagged email as spam if they received too many messages from the same company. At Intercom we ensure all messages to customers have a filter of \u201clast contacted &gt; 2 days\u201d which is the minimum you should consider to avoid annoyance.<\/li>\n<li><strong>Local time:<\/strong> The time of day when someone receives a message can have a huge bearing on its effectiveness. This is why it\u2019s incredibly useful to be able to segment your users according to their geography &#8211; when it\u2019s lunchtime in San Francisco, it\u2019s late evening in Berlin. In Intercom, you can use <a href=\"https:\/\/docs.intercom.com\/engaging-your-users-and-visitors\/send-emails-that-work\/scheduling-a-message\">\u201cdelivery windows\u201d<\/a>, so your message will only send to users during a time specified by you. For users outside that window we\u2019ll hold the message and deliver it when the window opens again.<\/li>\n<\/ul>\n<h2 id=\"5-where-will-they-receive-it\">5. Where will they receive it?<\/h2>\n<p>The context in which a customer receives your message \u2013 where people will be when they see it, or the device they\u2019re viewing from \u2013 has a major influence on its effectiveness. Consider these scenarios carefully.<\/p>\n<p class=\"quote quote-left\">Intercom lets you target where your message will be seen first.<\/p>\n<p>Assuming your message gets a look in between real-world distractions such as kids, news, exercise and social media, you may just be a blip on the early morning email scan. These messages should be kept to announcements. Don\u2019t expect users to meaningfully act on anything first thing in the morning.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/in-app-messaging\/\" target=\"_blank\" rel=\"noopener noreferrer\">In-app messages<\/a> are far better performers and are always in context. These are best received during an evening on the couch or a lunchtime browse, and are equally effective via desktop or a mobile device.<\/p>\n<p>Meanwhile, <a href=\"https:\/\/www.intercom.com\/blog\/push-notifications\/\">push notifications<\/a> are best sent when mobile usage is highest. Andrew Chen has pulled together some <a href=\"http:\/\/andrewchen.co\/breaking-down-671-million-push-notifications-by-hour\/\">excellent data<\/a> which shows that while brands are sending a ton of pushes leading up to the evening (and dropping off quickly after), open rates are actually higher after 6pm. The data is clear \u2013 send push notifications between 6 and -8pm when engagement is at its highest.<\/p>\n<p>Intercom lets you target where your message will be seen first. In-app messages can be set to deliver to an Android app, iOS app, web app, or the next place a user is seen.<\/p>\n<p>Getting your messages seen, read and engaged with by customers is no simple task, but filtering your goals and prose through the 5 Ws can guide the process. Give each message the time and thought it deserves, and you\u2019re more likely to receive real and measurable returns.<\/p>\n<p><a href=\"https:\/\/www.intercom.com\/blog\/books\/customer-engagement\"><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2017\/10\/Call-to-action-ad-for-blog-posts@2x.png\" alt=\"customer engagement\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sending high-impact, well-timed and targeted messages requires insight and laser-sharp focus on your recipients. No amount of clicks and opens can match the returns that authentic and meaningful human-to-human communication delivers. We\u2019ve assembled this handy overview&hellip;<\/p>\n","protected":false},"author":84,"featured_media":13495,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[214,213,200],"coauthors":[350],"class_list":["post-8220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-communications","tag-customer-engagement","tag-messaging"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Send the perfect message with the five Ws - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Why applying the Five Ws of Who, What, When, Where, and Why to your customer communications results in messages that inspire action.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/how-to-send-the-perfect-message-with-the-five-ws\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Send the perfect message with the five Ws\" \/>\n<meta property=\"og:description\" content=\"Why applying the Five Ws of Who, What, When, Where, and Why to your customer communications results in messages that inspire action.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/how-to-send-the-perfect-message-with-the-five-ws\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-15T16:30:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-02-16T21:17:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2017\/09\/Five_Ws_illustration_mculver.png\" \/>\n\t<meta property=\"og:image:width\" content=\"3936\" \/>\n\t<meta property=\"og:image:height\" content=\"1864\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"John Collins\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@jaycee001\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"John Collins\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-to-send-the-perfect-message-with-the-five-ws\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-to-send-the-perfect-message-with-the-five-ws\\\/\"},\"author\":{\"name\":\"John Collins\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/718c61e2ca1798079da935dd3aee0796\"},\"headline\":\"Send the perfect message with the five Ws\",\"datePublished\":\"2017-09-15T16:30:17+00:00\",\"dateModified\":\"2021-02-16T21:17:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-to-send-the-perfect-message-with-the-five-ws\\\/\"},\"wordCount\":1343,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-to-send-the-perfect-message-with-the-five-ws\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2017\\\/09\\\/Five_Ws_illustration_mculver.png\",\"keywords\":[\"communications\",\"customer engagement\",\"messaging\"],\"articleSection\":[\"Customer Engagement\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-to-send-the-perfect-message-with-the-five-ws\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/how-to-send-the-perfect-message-with-the-five-ws\\\/\",\"name\":\"Send the perfect message with the five Ws - 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