Customer engagement becomes increasingly difficult as you scale a platform. OpenTable serves a diverse community of restaurants. No two are exactly alike, and each one runs their business differently, which means they benefit from different features. Communicating the right value to the right customer at the right time is no easy feat, and over-communicating can cause the signal to get lost in the noise. We developed process and rule-set to govern our in-product communication channels. This approach led us to better engagement rates with our customers, because the messages were targeted and blend into the product itself.