Strategic segmentation leads to high engagement

Building relationships with segmentation

TestingMom.com’s subscriber base is made up of resourceful, tenacious, and smart parents focused on creating opportunities for their children. As a result, they offer high-value email content at the perfect time in order to serve them well.

By using the contact segmentation tools within Twilio SendGrid’s Marketing Campaigns, TestingMom.com imports data taken from customers at sign-up to create highly-targeted, dynamic recipient list segments.

For example, they can create a contact list segment for “Paid members, with preschool-aged children, in NYC.” These segments are then auto-updated each time TestingMom.com adds additional contacts that meet the list criteria.

Once a targeted segment has been created, subscribers can then opt-in to receive various email content at key points throughout the day, like mornings, after school, before bed, etc. By combining their dynamic segments with subscriber email preferences, TestingMom.com delivers their content when it matters most.

TestingMom.com began implementing these dynamic segments and sending content at targeted times during the day just 3 months ago. Since then, they’ve seen an immediate, positive impact in their subscriber engagement, conversions, and delivery:

Engaging with their most engaged subscribers

TestingMom.com has also used the contact segmentation tool to implement another email strategy. They’ve used the tool to create segments based on the most recent sign-ups and are now targeting those new users with a survey and contest.

The tactic has been paying paid off. TestingMom.com has received feedback from their most engaged customers, helping them understand the key concerns these customers have about their children’s education.

The simple addition of that engagement variable to their existing segment allows them to identify and communicate with their most content-hungry subscribers—nurturing their relationship with these customers and creating extra revenue-opportunity.

Bottom line

When asked about Twilio SendGrid’s role at TestingMom.com, Max says, “Marketing Campaigns allow us to create and deliver more relevant content to our customers at the points in their day that drive tremendous engagement.“

Twilio SendGrid is the perfect match for TestingMom.com’s content delivery and marketing email needs because it’s:

• Targeted: Marketing Campaign’s segmentation allows TestingMom.com to quickly build targeted campaigns without valuable developer resources.
• Scalable: TestingMom.com can easily increase their email volume and trust that Twilio SendGrid can handle the load.
• Reliable: Compared to previous email providers, TestingMom.com has rarely had to reach out to support about deliverability or issues.
• Affordable: TestingMom.com is proud of their ability to offer best-in-class, affordable educational resources for their own subscribers—an attribute made even easier with Twilio SendGrid’s low-cost marketing features.