Determining the Right Timing for Coach Messages and Reminders
Well-timed messages can significantly improve user engagement, satisfaction and the overall effectiveness of the coaching experience. This chapter describes four main approaches to message timing and their pros and cons.
1. Overview
| Approach | Strengths | Weaknesses |
|---|---|---|
| Fixed time messages | Simple and consistent | Not personalized |
| User-defined time messages | Personalized, user stays in control | Extra effort for users, unpredictable timing, messages may interfere with each other |
| Smart timing messages | Highly personalized and adaptive | Complex to implement, may raise privacy concerns |
| Event-based messages | Highly relevant | Depend on user actions (and engagement), risk of message overload |
2. Coach-Led vs. User-Driven Coaching
The right timing for messages also depends on your coaching concept: is it more user-driven or more coach-led?
2.1 User-Driven Coaching
The user starts and guides the dialogue through their actions.
- Advantage: Users stay in control and decide when to engage with the coach. This reduces the risk of the coach being intrusive or getting in touch at a bad time.
- Disadvantage: It only works if users are engaged. If they don't take the initiative, the coach stays inactive.
2.2 Coach-Led Coaching
The coach gets in touch with the user proactively and largely decides when and how often they interact.
- Advantage: The coach guides users and can support and motivate them (often called a "nudge"). The coach can also build a stronger narrative, e.g., by offering educational content in a structured sequence. This creates a coherent learning journey.
- Disadvantage: If the coach gets in touch too often (or too rarely), users may find it annoying and get frustrated. The contact frequency needs careful balancing so the coach doesn't become overbearing.
2.3 The Best of Both Worlds
You can also combine both approaches, and this is often a good idea. A mixed model strategically blends the strengths of both to maximize engagement and program effectiveness, with interactions tailored to the needs and preferences of your users.
3. Approaches to Message Timing
3.1 Fixed Time Messages
How it works: Messages are sent at a fixed time set by the coach designers. The timing can be based on general user behavior data or on times that fit the coaching context (e.g., daily reminders, a motivational message in the morning).
| Pros | Cons |
|---|---|
| Simple: Easy to set up and manage. No user input or complex algorithms needed. | Not personalized: Doesn't consider individual schedules or preferences, so messages may be ignored. |
| Consistent: All users receive messages at the same time, so everyone has the same experience. | Inflexible: Can't adapt to changes in a user's routine or situation. |
| Predictable: As a coach designer, you know when users are contacted. This makes it easier to design further dialogues and avoid overlapping messages. | |
| Clear expectations: For recurring messages, users know when to expect the coach. |
✅ Use it when…
- Users can reply later: An immediate answer isn't needed, so the "perfect" timing isn't crucial.
- You want a routine: Messages recur daily and help build a habit.
- You need comparable data: For studies, all users need to be contacted at the same time.
Example: Daily health literacy lessons in the morning that users can reply to any time during the day.
❌ Don't use it when…
- A quick reaction is needed: Users must react immediately or promptly to the message.
- Replying takes real effort: E.g., users need a measuring device at hand, have to take a measurement and enter the results.
Example: A blood pressure measurement that must be taken at the same time every day (24 hours apart).
3.2 User-Defined Time Messages
How it works: Users choose when they want to receive messages. The coach then sends messages according to their schedule.
| Pros | Cons |
|---|---|
| User control and engagement: Fits individual preferences and schedules, which makes engagement more likely. | Extra effort: Users have to set and manage their preferred times themselves. |
| Limited insight: Users may not know in advance which time works best for them. | |
| Unpredictable: Coach designers can't predict when users will be contacted, so messages may overlap. |
✅ Use it when…
- High personalization is needed: The experience should closely match individual schedules, especially if the requested action is tied to real-life routines or behavior.
- The action is concrete: The more concrete the action, the easier it is for users to pick a good time. For example, "When is the best time for you to measure your blood pressure in the morning?" is much easier to answer than "When is generally a good time to contact you?"
Example: A medication reminder. Users know their routine best and can pick the right time.
❌ Don't use it when…
- It would overload users (less is more): Don't ask users to set multiple contact times. It's your job as a coach designer to find out when best to reach your users.
3.3 Smart Timing Messages
How it works: Algorithms and user data determine the best time to send a message. Machine learning and analytics predict when a user is most likely to engage.
| Pros | Cons |
|---|---|
| Highly personalized: Adapts to individual behavior and preferences to maximize engagement. | Complex: Requires sophisticated algorithms and data analysis, which increases development and maintenance effort. |
| Dynamic: Keeps learning and adjusts to changes in routines and interactions. | Privacy concerns: Collecting and analyzing user data may raise privacy issues if not handled transparently and securely. |
| Unpredictable: Coach designers can't predict when users will be contacted. |
✅ Use it when…
- You have enough data: There is enough user data to reliably predict the best times.
- A timely reply is needed: Users should answer promptly, so the "perfect" timing is crucial.
Example: Personalized fitness reminders based on the user's activity patterns and engagement history.
❌ Don't use it when…
- Users are sensitive about privacy: Users are concerned about data collection.
- Resources are limited: There isn't enough capacity to develop and maintain complex algorithms.
Tip: Smart timing doesn't always need complex algorithms. A simple rule of thumb: contact users at the same time they were active the day before.
Learn more: Listen to the founder of Duolingo talk about their AI-based insights on good timing and reminders:
How to Make Learning as Addictive as Social Media | Duolingo's Luis Von Ahn | TED
3.4 Event-Based Messages
How it works: Messages are triggered by specific user actions in the app, e.g., entering a measurement or completing a task.
| Pros | Cons |
|---|---|
| Relevant: Messages are timely and fit the user's recent actions. | Dependent: Messages rely on user actions, which can lead to irregular communication. |
| Engaging: Users are more likely to interact because the message is immediately relevant. | Overload: Frequent user actions can trigger too many messages and overwhelm users. |
✅ Use it when…
- Interactions are user-driven: User actions naturally call for a response from the coach.
Example: A congratulation message after a user logs a workout or reaches a goal.
❌ Don't use it when…
- Actions are very frequent: Too many actions would lead to message overload.