Activation for Simple Products

Introduction: What is a Simple Product?

A simple product is one that allows users to self-serve their way to value with minimal manual intervention. These products are easy to onboard, and their feature sets are straightforward. Users of simple products like Dropbox or Slack can quickly experience value without needing much support. When designing activation pathways for simple products, timing your sales outreach based on opportunity size and activation level is key to maximizing conversions.

Activation Table Summary

Here’s a quick look at when to engage based on the size of the opportunity:

The Small Opportunity

For small opportunities, simple products allow users aim to almost fully self-activate before you step in. However, at around 75% activation, a light manual intervention can help nudge them toward becoming paying customers. These small deals don’t need a lot of effort, but a friendly check-in can make a difference.

• When to engage: At higher end of activation eg: 75% activation

• How to engage: A friendly, non-invasive email from a Sales or Customer Success rep

• Focus: Encourage the user to explore 2-3 key features that will drive conversion

Email Template: Small Opportunity

Subject: Just Checking In—Need Any Help with [Product Name]?

Hi [First Name],

I noticed you’ve been making great progress with [Product Name]—awesome work! You’re really close to getting the full value from the product.

If you need any help exploring [specific feature] or have any questions, feel free to reach out. I’m happy to help you make the most of your trial.

Looking forward to seeing you unlock even more with [Product Name]!

Best,
[Your Name]

The Mid-Size Opportunity

Mid-size opportunities often involve more than one user on the account, so manual intervention becomes more valuable. Around 60-80% activation, these accounts are showing solid signs of converting but may need a bit of guidance to make the final leap.

• When to engage: At 60-80% activation

• How to engage: Personalized email to the most engaged users on the account, with targeted content that helps them take the final steps toward full activation

• Focus: Guide the account to the 80% activation mark for optimal conversion potential

Email Template: Mid-Size Opportunity

Subject: Ready to Unlock More Value with [Product Name]?

Hi [First Name],

I see that your team has been actively using [Product Name]—that’s great! It looks like you’re about 60% through your trial, and I wanted to offer some assistance to help you fully explore the features that could make a big impact on your work.

Have you had a chance to check out [specific feature]? It’s one of the most popular tools for teams like yours and can really boost productivity.

Let me know if you’d like a quick walkthrough or have any questions. I’d be happy to help you get the most out of [Product Name]!

Best,
[Your Name]

The Large Opportunity

Large opportunities usually come from bigger companies with multiple users testing your product. While these accounts might take longer to fully activate, getting involved early—around 25-50% activation—lets you start building relationships and ensuring the right stakeholders are involved.

• When to engage: At 25-50% activation

• How to engage: A coordinated effort between Sales and Customer Success, starting with targeted emails to the trial initiator, followed by outreach to decision-makers

• Focus: Highlight high-level value propositions and get decision-makers engaged early

Email Template: Large Opportunity

Subject: Let’s Talk About How [Product Name] Can Support Your Team

Hi [First Name],

I see your team has been exploring [Product Name], and I wanted to check in to see how things are going. As you dive into the trial, we’d love to support you in making the most of the product.

[Product Name] is already helping teams like [related industry/company] boost [specific outcome]. I’d love to set up a quick call to discuss how it can support your team’s goals and answer any questions you might have.

Let me know if there’s a convenient time for a chat!

Best,
[Your Name]

Conclusion: Tailor Your Approach for Each Opportunity Size

For simple products, the activation process is straightforward, but timing your engagement based on opportunity size can dramatically improve conversion rates. Small deals often require minimal involvement, while mid-size and large deals benefit from earlier and more personalized outreach. Use these email templates and strategies to engage with your prospects effectively and turn trials into paying customers.