The problem is that these tools make it insanely easy to bug customers in the wrong ways (I discussed this in a recent episode of my podcast, The Startup Chat). Far too often, I’ll log into a SaaS product and get hit by five pop-ups and two chat messages with the latest product updates. I don’t care about these updates. I have work I’m trying to get done, and these messages are getting in my way.
When you go too heavy on in-app messages, you’re showing your customers that you’re thinking about getting more clicks, about driving superficial engagement—not about them. By focusing on short-term engagement, you’re risking the long-term relationship you’re trying to build with the customer.