Dec 5, 2013

Send Targeted Emails Based on Website Activity

We recently announced a new feature called Goal, which allows our customers to place a code snippet on their websites, then send autoresponders based on website activity. This week, we’ve expanded Goal’s functionality so you can create segments of your list based on Goal activity, then use those segments to do more nifty things.

Using Goal for basic segmentation

A simple way to use Goal is to segment your list based on pages people visited, or pages they didn’t visit. For example, I might send an email with information about a new feature to everyone who didn’t already visit that feature’s web page:

Chris1

Or I might schedule an email with specific content for people who visited one page, but didn’t visit another page they might also be interested in:

Chris2

Using Goal with Wistia videos

Here’s an example of how our Knowledge Base team has been dogfooding Goal to better understand user behavior. Learning more about the way our customers interact with our educational videos gives us insight into those videos and helps us find additional resources to suggest to our users.

The first thing we did was set up the Wistia API to send data to Goal.

Chris3

Now that we know what videos are being watched and for how long people are watching them, we can segment to find users who have watched particular videos:

Chris4

Great! The More You Know™.

Now, we want to empower our users to learn more based on their previous interests. Using Goal autoresponders, when a user watches a certain video, we send an email with some related KB videos and articles. By using Goal, we can make sure we’re sending content that’s relevant to the reader.

Chris5

Using Goal to discover similar segments

You might even use Goal data in conjunction with our Discover Similar Segments feature.

For example, let’s say we want to send to a solid segment of small business people who have shown interest in social integrations. We already know that most of our customers who are curious about integrating with Facebook are small business users. First we could use “signals” about the Facebook KB  articles they’ve read or videos they’ve watched, plus a few other criteria, to build a segment of small business users. Then, we can use Discover Similar Segments to find similar users in our system. Once we’ve found those subscribers, we can send them targeted, useful emails about our Knowledge Base, as it applies to small businesses.

Chris6

Those are just a few examples of how we’ve been tinkering with Goal here at MailChimp. It’s been a great feature for us, and we think a lot of our customers could benefit from using it. We’ll highlight some more advanced integrations later.

Finally, a special thank you to everyone who submitted Goal feature development feedback—we loved reading your creative suggestions! If you have thoughts on goals for Goal, make sure to fill out our survey.