over a month after the complice.co->intend.do rebrand, I finally sent out the newsletter to all the past signups announcing the change! I wrote 4 different versions, addressed to different sub-categories of people, which was honestly kinda easier than writing one
Writing four versions of a rebrand announcement email
9 tweets · July 2023 · 27 likes · 1 retweets · read on Twitter
there were 150 people who had made an account since the rebrand, so they need the opposite version of the news I emphasized the listening-to-myself vibe of the decision-making process on the name
600 other recently-active folks who may already be aware of the name-change, especially since it's been up for awhile similar for them, just a different intro the reason I talk about the decision-making dimension is that I'm aiming to have the email itself be useful, app-aside
860 people who have ever had a paid subscription, so it's more likely to be a meaningful bit of news for them that "Complice" has been renamed a more eye-catching subject line would probably have been something like "the last "Complice" features newsletter" but oh well
then 6000 ppl who made an account at some point but haven't ever paid some may not have tried it at all ...and I own that—that they don't, by default, give a fuck about my app rebrand—and focus on offering them a taste of the app's whole deal, rather than talking about my story
I'm not sure why I felt like sharing all of these emails on twitter but sometimes you just put the garage door up without a plan in an era of AI-based writing, I'm deliberately leaning more into a personal, thoughtful, human voice
I do really like having contextual customizations though, like being able to say "an app you signed up for $SIGNUP_AGO and last used $USAGE_AGO" whenever I get app update emails, I'm like "who were these guys again??" and so I try to put myself in those shoes to write these
after a long delay (due to travel and a busted computer) it was a helpful showtime to have the time pressure of wanting to mention the Goal-Crafting Intensives in the footer of each of the emails (they're in 2-3 days!) ↳ intend.do/event/gci?tw=m…
I like what @m_ashcroft says here, but I also feel like in the context of an email that IS getting slightly personalized based on the user's app data, it kinda does make sense to use their name what do you think?