Creating a Custom Engagement Tool with Twilio SendGrid

Customers receiving unwanted email and unsubscribing is a huge risk to long-term customer engagement for MySmartPrice.

Arun and his team are therefore incredibly thoughtful about creating personalized content their recipients value. His team wanted to build a custom campaign management tool to programmatically determine email content and frequency based on real-time user engagement and preferences.

Requirements for this tool included being able to:

• Predict which products will appeal to users based on past email engagement
• Intelligently adjust promotional content to avoid fatigue (to reduce unsubscribes and improve deliverability) as seen in the example chart below

MySmartPrice built their custom email platform on top of Twilio SendGrid’s delivery engine, which allowed them to achieve whatever capabilities their business required.

Additionally, MySmartPrice’s email analytics program informs Arun and his team about user behavior and the health of their program overall.

They use both the actionable analytics provided within Twilio SendGrid’s customer portal as well as the Event Webhook to easily track and digest information such as spam rates, unsubscribes, engagement, and mobile device usage across their customer base.

“The minute we have the data in the dashboard, we monitor engagement and stop sending to people who don’t engage,” Arun says.“We only send to people who engage.”