Let’s describe how easily you can automate daily tasks within your onboarding procedure with the help of goedle.io. By reducing the complexity of your onboarding process, you will stop missing out any new sign up opportunities and improve your customer relationship.

Since many apps and websites already make use of a transactional email API, we built a Mailgun integration that automates marketing drip campaigns. In combination with goedle.io’s campaign management, this integration allows you to personalizes the content based on conditions which you can easily define yourself.

First, we will describe some challenges we experienced while automating our own onboarding process. We will then explain how we used our marketing automation together with Mailgun and Segment to automate and personalize our customer communication.

Challenges

Let’s face it: one of the most important, time-critical, and challenging customer stages is the customer onboarding. A customer needs to get further excited about your product and the key is engaging communication. On top of that, it is important not to lose track of the entire process, so that the customer has a pleasant user experience and receives suitable content.

At goedle.io, it is our mission is to treat each sign up as personal communication — instead of a standard bulk operation where each new customer receives the same content. Therefore, we started to analyze our onboarding routines and made use of one of our core competencies: marketing automation.

Why Mailgun?

Our main outreach and communication medium is email. The first step towards automation was finding a sophisticated email service. Such a service should at least allow us to easily send out emails and track opens and bounces.

We decided to use Mailgun for this task. It has a well-documented API, is affordable and easy to use. We started to build an outbound integration so that we were able to use Mailgun within our own dashboard.

Automating Onboarding

The process of onboarding new customers is typically crucial for the success of a B2B-product. Unfortunately, it is also time consuming and often repetitive. However, the repetitive nature makes it interesting for automation with the help of machine learning.

As an example, let’s have a look at goedle.io’s onboarding. We consider a customer fully onboarded, once they have set up a campaign and engage their customers automatically. However, this requires a couple of steps after the sign up:

  1. Sending us data
  2. Setting up the first prediction
  3. Adding an outbound integration
  4. Adding a campaign to a segment

We add tracking points to all of the actions above so that we always know in which lifecycle a user currently is. Technically, we use Segment as it allows us to easily combine backend and frontend datapoints.

Using machine learning to gain additional insights into this process works great with a large amount of data. But this also requires a lot of time to get things started. In particular in the B2B-space, one often doesn’t have millions of customers and great SaaS businesses run successfully with a few thousand customers or less. Finding patterns in small data is much harder and we are interested in an intermediate solution.

Therefore, our tool also helps our customers to automate marketing drip campaigns before machine learning is applicable. Many B2B businesses have well defined playbooks that describe when and how to engage a new customer based on specific events or actions. Such a process can get  managed easily with our dashboard and our platform handles different lifecycle stages of those drip campaigns. Of course, different stages and segments can receive personalized messages and different variants can be tested automatically.

When we initially implemented our drip campaigns, it would take us quite some time to assign the correct lifecycle stage to each user and write the corresponding email. We have now automated the process with the help of Segment, Mailgun and our own dashboard. The following images depict how we implemented a single stage of a drip campaign with help of goedle.io’s  dashboard:

Setting up drip campaign with goedle.io
Step 1: As an example, we assume that a new user has signed up but is not sending us data yet. This case is tracked by creating datapoints for a sign up (Signed Up) and each day a user is sending data (Sent Data). We can then pick a day (vertical gray box) when we want to engage the user to create their first prediction.
Activate Mailgun integration.
Step 2: Before a campaign can be created, we need to set up the Mailgun integration. This works by entering the Mailgun API key and corresponding domain.
Add campaign to segment.
Step 3: After choosing a segment, e.g., day 3, we can now add a campaign. In this case, only our Mailgun integration is available.
Create email campaign und content.
Step 4: Lastly, we add the content suitable for the current stage of a user. We support Mailgun’s recipient variables so that an email can be further personalized.

 Takeaways

We have described above how an automated pipeline can be used for onboarding drip campaigns. In the example, it was shown how a new user is automatically pushed into a segment and then engaged based on predefined conditions. You can choose different days for different states and only need to add the text of your drip campaign. Afterwards, every new customer gets an email on the specific day you created a campaign for. By setting up these campaigns, you don’t have to manually do the error prone and repetitive work anymore. Instead of that, the system does the work and you can focus on improving your product and content. By combining Segment’s tracking, Mailgun’s email API and our automation, we allow you to bring your transactional email service to the next level. If you automate your drip campaigns like we do, there is …

  • no more coding
  • no more complex queries
  • no missed opportunities

Next Steps

Once there is enough user data so that a machine learning model can be learned, you can easily extend the drip campaigns to take future user behavior into account. For example, you can send emails only to those customers who are less likely to take the next step themselves. By doing so, you reduce the amount of emails being sent and you also reduce the risk of your customers being annoyed by too invasive mailing.

In case you are not using Mailgun but a different transactional email service, stay tuned as we are regularly adding new integrations to our platform.

If you are interested in setting up drip campaigns but need help with the setup, just reach out to us by scheduling a demo. Don’t forget to follow us on Twitter and sign up for our newsletter to receive regular updates.