Hopefully, you have heard about our Acoustic story centered around listening to our customers. Message composer, a new feature in Acoustic Campaign, perfectly illustrates our devotion to listening to you.
When we began this project, our goal was to deliver the best message creation experience possible. Today, I want to rewind the clock, and tell you the story of why we created the message composer and how your voice inspired this design.
It all began a few years ago, when we were a part of a much larger company. We implemented net promoter score (NPS) surveys across our products, with the goal of listening to our customers to measure their satisfaction. Acoustic Campaign was one of the first products within our larger company to prioritize implementing NPS. The survey looked a bit like this:
We had always tried our best to listen to our customers with a keen ear - but the feedback we received was often anecdotal. We heard from customer success reps, or support, or directly from customers during in-person visits. But NPS opened a whole new world of feedback for us that we could quantify. Suddenly, we were able to reach out to every single user of our product for their thoughts on using our software. Here's a sample of what we heard:
"I find that the WYSIWYG editor [in Campaign] is not very effective in controlling the style of my email templates and most often a user has to have an understanding of .html code to make significant edits. I think the WYSIWYG editor should be more user friendly and effective to allow someone with no .html knowledge to create and design emails"
We had suspected as much, but NPS allowed us to understand how important of a priority a new email editor should be for us. Meanwhile, we introduced another tool to help us collect and understand our user's feedback - the ideas portal. As of October 2019, right before the message composer beta was launched, email had the most ideas associated with it, with many suggestions around simplifying the email creation process.
Knowing we needed to revamp our email creation experience, we started defining the right one. Our first study, aptly titled "The new content creation experience," focused on understanding how teams work in general, and where they're struggling, which would lead us to what an ideal solution looked like. We wanted to invest in that ideal solution for our users, and in order to do that, we had to listen to what our users really needed.
We ended up discovering a lot about how our users were interacting with our product. As an example, many users had difficulty creating or editing marketing messages without relying on a technical marketer who understood HTML. They were stuck in a text editor authoring experience, when a drag-and-drop world was calling to them from around the corner - in other words, our WYSIWYG editor wasn't easy enough to use. And technical marketers didn't enjoy the email creation experience either - they wanted an easier way to find and make tweaks to their code.
At the same time, we focused on understanding how our users interacted with each other, and we uncovered that our tools could do more to foster collaboration. We needed to provide tools that encouraged re-using work instead of re-doing work.
Our goal then became to design an experience that delighted both sets of users and nurtured collaboration within teams. What would that experience look like?
Introducing message composer
Our new message composer made its beta debut and includes responsive email templates, drag-and-drop editor, and a true HTML editor. We've also sprinkled in some of our favorite features from our hybrid CMS (content management system), Acoustic Content – like the image editor, content library, and automatic tagging with built-in AI. We'll tell you more about the message composer - and how we used it for one of our own email campaigns - in our next blog post.
Until then, reach out to your Acoustic representative if you're interested in participating in our message composer beta program. We'd love to have you and we'd love to hear from you.
To learn more, check out this short video and read part 2 of the message composer story.
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