Practical Guide to Mixpanel Notifications: Email Edition
Mixpanel’s Notifications tool is a uniquely powerful way to connect with your users and measure the effects. In this Community Tip, we’re going to walk through the eight important steps to unlocking more value out of your email notifications.
1. Describe Your Users
People Properties are the underpinning of all Mixpanel notifications. In Mixpanel, you can create individual profiles for your users and add people properties describing that individual. These can be user-centric descriptions such as their account created date, account type, acquisition source, or other demographics. These properties can also describe actions your users have taken, such as the number of purchases a user has made, when their last login date was, or even how many levels they played. People Properties are the most malleable properties in Mixpanel! Take advantage of the full range of People methods available: set a property, increment or decrement a count, or even track a charge.
These will allow you to take your targeting to the next level! Send a Notification to all users whose last login date was more than 3 weeks ago, number of purchases is greater than 5, and who are located in San Francisco, CA. This is an example of a power user who seems to have fallen off the map–the perfect time to send them a little email nudge.
2. Style your Messages
Power up your emails with styling. Mixpanel allows you to input custom HTML and inline CSS. You don’t need to rely just on text–personalize your messages with custom images.
Email only supports inline CSS–if you are using typical web-style CSS, make sure you use a tool like Premailer or Ink to create email-safe, inline CSS.
3. Utilize Dynamic Properties
Mixpanel allows you to dynamically fill in People properties into your emails (i.e. a mail merge). Know your users’ first names? Create a dynamic variable to interact with your users personally. We even allow for fallback variables.
4. Direct your users with a call-to-action
Mixpanel’s People Properties allow you to have incredibly advanced targeting. Leverage this targeting to encourage that specific set of users to do the action you most care about. Whether that’s to purchase an item, re-engage a user to come back and log in, or to simply have your existing users try out a new feature, make sure you’re messages have a call-to-action. There is an argument to be made that each touch point you make with your users further devalues future touch points. You could have a wonderful email message, but if your users have already auto-filtered all of your messages, it will never reach its target. So make each message truly count. Have a strong call-to-action.
5. See a preview
Send a direct preview to an email account, so that you can see exactly how the email will look in your users’ inboxes. Measure twice, cut once.
6. A/B Test your Emails
We know our emails need to have a call-to-action, but we also want to find the most effective way to get the receiver of the email to act on that call-to-action. Test it out! A/B test your email notifications: add in different images, different copy for subject lines or the body, or even a different color frame. Mixpanel can help you measure exactly which email is the most effective.
7. Timing is everything
Mixpanel allows you to choose a specific time to send out these emails. According to your Segmentation reports, are your users logging on most often at 3PM on Mondays? Send them a Notification at 3PM on Mondays. Viewing to your Retention reports, are your users usually dropping off 2 weeks after signing up? Target your notifications to 2 weeks post-sign up. Are you world wide? Utilize custom time zones to target your users across the globe at the right time of day! Read more about Custom Timezones.
8. Measure the impact
We wouldn’t be Mixpanel if we didn’t offer explicit detail on your Notifications to keep your campaigns data-driven. Previously, we described targeting your users and encouraging them to commit to doing some action. Measure your different emails (that you’ve A/B tested) directly with Notification Analytics. Know exactly which campaign was the most effective. These Notification Analytics can help you understand the direct conversion from an email to a secondary action.
Finally, you can also see the success of your notifications in our powerful Engagement reports, such as Funnels and Retention with the useful Notification Sent event that we populate automatically. Are your email campaigns actually increasing the likelihood of your users to be lifetime users? How do your Notifications convert over a 6 step Funnel?
Have any further questions about Emails? You can always write into firstname.lastname@example.org to speak with someone smart, quickly.