24 CRM Marketing Tactics We Stole From Twitter’s Notification Settings
Marketing Experiments

24 CRM Marketing Tactics We Stole From Twitter’s Notification Settings

Stefan MancevskiStefan Mancevski

July 15, 2021

Twitter was getting REALLY annoying.

An email for every like. A notification for every mention. Retweet? Boom, another email.

Sure, it’s a good problem to have – social activity was buzzing. I really shouldn’t have been complaining. But it was also really distracting and I’m a zero-inbox email neat freak. So naturally, I went into Twitter’s notification settings, hell-bent on just turning everything off.

What I found instead was a CRM marketing gold mine.

Seriously. Head over there right now and look at what Twitter has listed in their activity notification settings. Click here. I’ll wait.

Do you see it?

Yeah. That page is a deep repository of CRM marketing tactics. So, like any marketer would, I decided to take inspiration from them.

While specific to Twitter, all of the notification settings on that page can be translated into CRM marketing tactics for any business.

Try out these 24 Twitter-inspired marketing tactics to help you drive activation, increase retention, and ultimately help you build a better CRM marketing machine for your product.

With proprietary technology and a data-driven strategy team, we find the right combinations of audience, channel, and creative to drive growth across your entire marketing funnel. Interested?

Content Engagement Notification

Whenever you have someone engage with a piece of content, send a notification to the original submitter telling them that their content has gotten a like / share / etc…

twitter at mention

This will drive them to return to your platform to see who’s engaged with them and to potentially start a conversation, if your platform allows for it.

Note: This doesn’t just have to be for original content submitted by users. You can send emails telling your current user base about your own high-traffic content when it gets past a certain threshold of shares, comments, etc…

Mentioned In High-Engagement Post

Being mentioned in a post that’s already seen engagement is something you should make your users directly aware of. Send an email whenever a user is mentioned in a post that’s got some likes and shares, informing the user of that activity.

twitter mentioned

This is a great way to drive conversations and loop people back into using your platform.

Content Share Notification

Your users will want to know when the content they share on your platform is reshared. Do just that by sending them a notification or email whenever their post is shared by another user.

tweet like

This can help drive further activity on your platform by showing your users that there are others who value the content they share, leading to more posts and more engagement.

Content Reply Notification

Whenever someone replies to a user’s post or reply, send them a notification via email or in-app to let them know that they’ve gotten a reply.

tweet reply

Usually, this is a great way to encourage or prolong conversations on your platform and keep people active for longer periods of time.

A platform that’s silent gets few return visitors. Make sure you drive traffic back to your app by letting people know when they’ve gotten messages from others.

New Follower Notification

Part of growing a network involves allowing your users to follow one another, as well as to grow their own following.

new followers

A notification in-app or by email that a user has gotten a new follower does two things:

  • it drives users back to your platform to see who has followed them.
  • it encourages users to continue engaging on your platform, as that activity has resulted in attention from their peers.

Direct Message Notification

If your platform allows direct messaging communication between users, make sure you send notifications to inform your users that they’ve received a message.

direct messaging

This is important because these sorts of private conversations often result in the best experiences for users, allowing them to build deeper connections between each other.

Network Activity Emails

A great way to drive people to return to your platform is to let them know what content the people they follow are sharing.

network activity

There’s a reason why they follow those people – they respect their opinions, they are friends with one-another, and they want to communicate together on your platform.

Friend Joins Notification

If you allow for signing up via social networks like Facebook, Twitter, or LinkedIn, make sure you put the data your users are giving you to smart use.

friend joins

Tell them whenever a friend of theirs joins your platform. This lets them know that they’re not the only ones of their friend group that is finding value on your platform.

Further, it can drive sharing and referral activity, and also encourages them to follow one another and share more content.

Share Like Notification

When your platform allows sharing and liking of posts, people will take advantage of it more often if they know that someone likes their shares.


For example, if I were to go to Twitter and retweet a post, I would get a notification whenever someone likes my

Top Content Email

Email your users top content from your platform. Every day, do a roundup of the most engaged, most shared, or just “best” content posted to your platform, pop together an email, and blast it out to your users.

top activity email

Your top-performing content is a great driver to get return traffic to your platform, since it’s already proven to be a hit with your active userbase for the day.

New Content Emails

At different intervals during the day (or once a day), send your users an email notifying them of the latest content that’s been posted to your platform.

That way they’ll have a reason to return to your platform and will be driven there through an active prompt, rather than just randomly returning whenever they remember to come back.

Content Performance Email

If a user has shared a piece of content that goes viral with your community, or is among the top-performing pieces on your platform for a given day, make sure you let them know.

This tells them when they’ve shared content that has made an impact on the community you’re building (or on their followers) and creates a positive feedback loop that may drive them to share more actively. A happy userbase is one that’s more activated, shares more, and contributes more.

Follower Activity Recommendation Emails

To drive traffic to different users on your platform, make sure you consider the activity of a user’s followers when sending recommendations.

For example, if you see that multiple followers of a user like or share a specific post from a third user, tell the original user about it.

This enables them to see content beyond their default network of followed users, and may also create conversations between users that don’t currently know or follow one another.

Follow Recommendations

Recommend profiles and topics that your users should be following. Base those recommendations off that user’s current followers and interests.

follow recommendations

This lets you help your users expand their network and see more content, while driving more activity and sharing on your platform. Further, it helps greatly with discoverability, exposing users to one another.

Activity Recommendation Emails

Send your users an email that lists out the top activity posts in their network – the posts that get the most engagement from the people they follow.

Recommending this type of content creates a flow between your users finding new content, following new users, and seeing the content their network is enjoying.

You’ll be sending highly personalized recommendations based on the stated interests of your users.

Feature Update Emails

If you push a new feature to your app, make sure you inform your entire userbase.

Some might have dropped off your platform entirely because that specific feature is missing. Others might have been eagerly awaiting it.

Letting them know is a quick way to drive a ton of traffic back to your platform, decrease user churn, and increase activation. And if you’re not developing new features based on the feedback of your users, it’s time to start!

Note: Obviously, properly triage feedback based on what’s most important to your business, but make sure you take the needs of your users into consideration.

Usage Tips Emails

A great way to onboard new users and reactivate users that haven’t signed up since their first day on your platform is to send them an email with usage tips and best practices for your platform.

This is a quick and easy way to do onboarding while making sure that your users are getting the most they can out of your platform in their early days.

Note: Keep the tips simple – you can go for a more in-depth pro tips email at a later time, targeted towards your more active users.

Since You’ve Been Gone Emails

Creating a sense of FOMO is a great way to retain and reactivate users that have dropped off your platform. Send a “since you’ve been gone” email that lets them know what kind of content has been shared and activity has happened on your platform.

since you've been gone

Letting your users know what their friends and followers are sharing drives them to return to check out the activity they’re missing out on.

Partner Product Emails

A partner product email does two things: First, it lets you inform your users about a product that you find interesting and useful, immediately adding a bit of value to their lives.

Second, it lets you do a smart newsletter swap with partner companies, sharing the power of your email list for their benefit in return for the same on their side. Make sure you get those partner companies to also share your product with their list.

User Survey Emails

Surveying your users is a great way to gather data that can help your business grow, as well as gather data about your industry to create high-quality and impactful content.

twitter research

You can survey your users on anything from satisfaction with your product, what features they’d like to see added, whether they’d be willing to promote your product (NPS surveys), and much more.

Tailor Emails vs. Always Sending

Instead of always sending notifications for every single time one of the different CRM marketing tactics you’re using is applicable, instead tailor emails to the specific user.

For example, only send emails about the activity of users they’re most likely to engage with based on their prior activity on your platform.

Customized Notification Page

Rather than a generic list of notifications, create a complete notification page that is customized to each of your users.

granular notifications

This page should be pulling in data from all of the different CRM marketing tactics you’re implementing to create a single place where your user can see the most important activity on your platform.

Choose Daily, Weekly, or Periodically

Make sure you allow your users to choose the frequency of notifications. This is a great way to prevent them from completely turning off notifications.

on off switch

An on/off switch is useful for users that just don’t like notifications, but offering daily, weekly, and periodical notifications can actually prevent your system from spamming users that don’t want to get blasted by notifications too often.

periodical notifications

This will result in fewer unsubscribes and a better overall user experience.

And that’s it! Those are the 24 tactics you can draw from Twitter’s notification settings. Lots of really good, high-quality CRM marketing approaches in there that you can use for your platform.

Find success with some or a combination of these? Let us know @LadderDigital

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