Question
What is your favourite way to send drip campaigns?
We are a small bootstrapped SaaS company (https://www.kaapi.team/) and we want to setup automatic emails to new users based on a few criteria e.g.
- To -- > New admins, signup confirmation email
- To -- > New employees in that team, signup confirmation email
- To -- > New admins who install the app, but dont setup their team etc
Mentioned
#Transactional Email #Email #Email Marketing #HubSpot #Customer.io #Mailchimp #Segment #ConvertKit #around #Intercom #CapicheShare
Depending on your product, the best route for account emails (account confirmation, password reset, that type of thing) may be to send them internally directly from your product, via something like Sendgrid or AWS SES.
Beyond that, we use Customer.io at Capiche to send all of our onboarding and notification emails. Onboarding is the easiest—new members get added to Customer.io, and we send them a series of emails, switching emails or drip sequences when specific events (sent via Segment) come into Customer.io. We then also send all notification events via Segment to Customer.io, and send the notification emails there. And when we have new marketing campaigns around new features and more, we queue those through Customer.io as well, triggered typically based on user attributes that we'd stored in profiles.
The benefit to using Customer.io for those (vs. building the emails and sending them in our product) is it's easier to maintain the emails, update the design, and send to specific audiences without needing to build out custom code. Customer.io's logic and workflows aren't the most detailed, but they get the job done.
Some other discussions to check out with drip email app suggestions:
- The What is your marketing stack? discussion got a bunch of drip email tool recommendations, including Sendgrid (which we're using its API to send emails directly from our product), MailChimp (which we use for newsletters, but its drip features aren't quite as advanced), ConvertKit (the drip tool I'm most curious to try out next time I'm starting from scratch), Outreach, Customer.io, SendinBlue, Mixmax, and Autopilot.
- This discussion about migrating off Intercom included recommendations for both Customer.io and Vero for drip emails.
We're using Sendgrid to send emails, so that's how our signup confirmation emails get sent. But yeah, SES could do the job similarly.
Transactional emails: Definitely recommend SendGrid. Powering the backend to send emails via SES is yet another great alternative (quite cost-effective).
Drip campaign: Well, you could do that with Intercom to start off. Easy to sync user properties and event data; based on that you can design email sequences. For example, one property could be "installed app" and the other could be "team invitation". Then, you can create rules based on the property data and create campaigns. There have been horror stories of Intercom through because of pricing (https://news.ycombinator.com/item?id=19114169).
High volume newsletters: Check out sendy.co -- requires a one-time purchase of the software and can be configured with SES.
It needs to be set up via SES which can be tricky if someone is not tech-savvy. There are some good tutorials as well for DIY configuration.
Once set up, it runs smoothly and pretty easy to maintain as well. I would recommend a dedicated IP and warming up slowly.
I cannot recommend Customer.io enough. However, if you're looking for a budget-friendly option with more marketing features, don't look beyond ActiveCampaign!
We just consolidated everything into Customer.io—and while it still has its limitations and annoyances (the one that bugs me the most is that you have to click Save after doing anything in the app), it overall is a great platform.
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