Showing the open rates makes it even more effective.
Likewise, very interesting to see the same diagram come out of someone else's brain. 'Great minds think alike' as they say.
You guys get it and it's great to see you working on this. Definitely, ping me if you'd like to discuss some more.
Basically a call to action for more companies to tackle this .. and it looks like a bunch are. Exciting times for a big problem.
Here's another post on the topic:
Two solutions to this:
- Doing some meaningful analysis that compares successes/failures within the same cohorts to identify really important inflection points (i.e. a user needs to complete setup within 48 hours or they never will)
- Talking to customers to really understand the onboarding process so that you can use these event triggers to provide even better customer service.
These tools are definitely better than nothing, but I'm left thinking that we (as a community online) might be able to do better. Is the answer to better customer service on the web really more sophisticated automated emails? Or is it actual personalization + meaningful analysis?
Today's and tomorrow's high-margin businesses do and will invest in real humans. It's truly mind-blowing that Apple can find and very comfortably pay nice, smart, real people who can understand the problems of any customer who walks in off the street and fix them, one by one. But they do.
I think that the future of support / customer service / customer development / marketing involves more humans and less automation. I'm part of the Intercom team and we've designed the first version of our product to fill the gap between now and that future—we have a great amount of automation and a great amount of one-to-one communication features, integrated tightly together. By design, we don't allow our customers to send automated messages that can't be responded to because we know that the real value happens when real people get involved.
In building a platform we're aware that there is a large piece around education and ensuring our customers use the system effectively and respectfully. It's in our interest that they do this as it means they'll see happier customers / better conversions and continue to find value in Vero.
Further to that I think there will always be a need for true customer support and one-to-one customer service depending on the situation. We've got a few features to help with this, one example is being able to see what emails your users have actually received in order to better understand their needs when talking to them one-on-one. We'll be adding more over time!
If you take shopping cart abandonment emails (which I'm most familiar with), you see a set of quite tired, overpriced providers (see e.g. https://www.barilliance.com/pricing) - so there's definitely a big opportunity to shake the transactional CRM market up.
Question: as a generator of customer events (I run SnowPlow, an open-source alternative to MixPanel, https://github.com/snowplow) how can I integrate SnowPlow events into Vero - do you have an API or similar?
I love the idea but I worry that it is no where near ready for the mainstream (more because of a lack of skill amongst web analysts then anything to do with the product)
At the moment our early adopters are more on the technical side - people who want to embed SnowPlow into their adserver/social game/analytics tool/whatever. SnowPlow is kind of the only game in town for this (because it's webscale and costs scale predictably - they're just AWS costs).
If you have any other questions, feel free to shoot me an email - email@example.com
I'll send you an email with some thoughts on integrating custom events and where we'd like to go with it!
One meta question: why not link the Vero logo to the main Vero site?
WP4 will probably have a step in the install software saying 'should we link the default home to /, or if not, where should we link to?' and everyone will praise it as innovative, and sadly, given the state of blog software, it will be. :/
Just fixed the link on the header logo (did the same for the logo in the sidebar), good suggestion.
I love the idea though. I send out several newsletters per week through MailChimp, and while they've started offering transactional emails as well, their implementation is definitely not as ambitious as what this looks like. Can't wait to try it.
Email is an extremely effective tool for both marketing to and communicating with your users. Our aim is to make event-based emails as targeted and personal as possible. If a user receives an email pertinent to their personal situation it's much less likely to be received as an annoyance or spam.
You need to respect the inbox but that doesn't mean you can't use it at all!
Part of this is triggers, which seems to be the focus of a lot of the discussion here, but an even bigger piece is personalization. The idea with personalization is to show the user content that is relevant to them. That involves a big analytics and prediction component in terms of figuring out their context, and their interests. We've seen some pretty crazy results in terms of jumps in engagement that emerge from personalizing emails to users, and also engaging users at the right points in time, in the right ways. This is relevant to the triggers conversation as well, in terms of being able to identify and personalize the triggers for each user. We haven't run explicit experiments on that aspect in terms of magnitude, but a trigger system in a vacuum won't give you the same type of power as a personalized/automated one.
Even things like personalizing WHEN you send an email to a user have a dramatic effect on open/click rates. One of our clients experienced a 10% increase in revenue (they were already making substantial revenue) by leveraging Horizon Send Time (Our product that sends an email to a user when they are most likely to open based on that users previous open habits).
The right combination of personalization to users, and appropriate event-based triggers, can really improve the perception of users (oh wow the content being sent to me is actually valuable!), and increase their happiness, and subsequently their life-time value.