Mailchimp Drip Emails (using behavioural data from Segment)

This recipe let's you create automated drip email campaigns in Mailchimp that are sent to segments using behavioural data from Segement.

Install and Configure Segment for sending Pageview Analytics Data to Hull

Segment is a data pipe for sending customer data from one tool to another set of tools. This includes sending on-page tracking data to other tools (including Hull).

To set this up, you need to install Segment in the page on your website (or mobile and server side options). To set this up for you, review Segment’s documentation here.

This will be your “Source”. Data captured here (including analytics events and page views) can be passed to other tools and services - including Hull.

To setup Hull as a destination, go to the Sources page in your Segment Workspace. Click on the source you have setup (e.g. Javascript, if you’ve installed Segment’s analytics.js script) - you’ll land on an overview page.

Choose “Integrations” from the top navigation. You’ll see a catalog of different tools you can send your analytics data to from Segment. Search for and click Hull.

Under “Settings” on the left hand side, you’ll need to paste your Hull API key. You can find your Hull API key within your Hull account.

Login to Hull, go to the Ships tab, and choose “Install Ship”. On the settings page, copy the Hull API key from the right hand side and paste it into the Hull integrations page on Segment. You can then add Hull as a destination from Segment.

In your Segment Ship settings in Hull, scroll down to enable “Handle Pages”. This will send all page view data to Hull from Segment.

Create a segment for behavioural cohorts

Behavioural cohorts are segments of users who have (and haven’t) triggered specific events.

Your tracking plan (the key events you track) will be unique to your business. The most important thing is to identify the key behaviours you want to segment by - either whether they did or didn’t do it, or whether they’ve done it more than X times.

Start by choosing higher level conversions. You’re not looking to create dozens and dozens of segments. Rather, choose as fewer range where there’s the most value upside and the best chance of improvement.

For instance, if you’re a company like Spotify or Dropbox, users who have and haven’t triggered the “Downloaded” event.

Create a segment of contacts who have and haven’t triggered these key events. You may also want to combine this with your contacts lifecycle stage. Save these segment as something clear.

E.g. New signups who haven’t downloaded your software. “New Signups - Not Downloaded”

Events: “Signup” < 28 days ago`
Events: “Downloaded” = “Has no value”

You can now use this segment to trigger campaigns to nurture people towards those desired events.

Install Mailchimp

Hull allows you to manage your contacts, contact properties and segments in Mailchimp so you can trigger automated emails, send to more advanced segments and personalise the content of those emails.

To install Mailchimp, click “Add Ship” and select Mailchimp and click “Install”. You’ll be prompted to login with your Mailchimp credentials.

On the Mailchimp Ship page, choose settings. Here, you’ll see a field “Filtered Segments”. This has a dropdown and autocomplete field to add segments you want to sync with Mailchimp. When you’re done, click “Save” to start syncing your segments.

Create a Mailchimp Automation

Mailchimp can trigger drip email workflows automatically including a range of pre-built template workflows. This is a paid Mailchimp feature.

Mailchimp Automations are triggered based on segments and a schedule. You can control the segments sent from Hull to Mailchimp on the Mailchimp Ship page. Click “Settings” then under “Filtered Segments” add or update the segments which you want to use to trigger automated drip email campaigns in Mailchimp.

In Mailchimp, choose your automation (including the pre-built template workflows) and create your email series there.



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