Analyze Email Campaigns with Segment Events

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If your marketing campaigns are starting to feel data-rich but insight-poor, you're not alone. In this end-user era, the customer’s in-product behavior plays a crucial role in the overall growth strategy, and marketing campaigns are bound to be guided by a healthy mix of product and marketing activity data. In the chaos of tracking user interactions and crunching numbers, the real challenge is deciphering what actually works.

With Segment and Inflection.io, it is easy to fill gaps in understanding your customer journey. Adding Inflection as the source and a BI tool like Amplitude as the destination, you get a powerful toolkit for marketing (or even GTM) teams to unlock a campaign’s full potential.

In this recipe, you’ll learn how to gain insights from your marketing campaigns from a BI tool connected to Segment as the destination. We’ll use Inflection to run marketing campaigns based on product activity and CRM data, and Segment to pipe campaign data from Inflection.

Step 1: How to connect Inflection as Source

This recipe assumes you have Segment and Inflection accounts with a bi-directional sync. For connecting other sources, refer to the Segment Sources catalog.

1. Login to your Segment account. Select the workspace for which you need to add Inflection as the source.
2. Navigate to the Add a Source page in Connections.
3. Choose Inflection from the search results and name your connection.

4. Once you name the connection and click Done, you can see the Inflection as a source in the flow. The Source is disabled by default, enable it to send data into Segment.

5. Go to the source’s Settings page for the source and copy the Write Key.

Step 2: How to setup Data Sync from Inflection

1. Login to Inflection. Go to Connections> Data Connections and select Segment. If you are not an Inflection user, contact us to set up an Inflection account.
   

    

2. Make sure the Segment sync type is bi-directional, meaning the Segment is both a source and destination of Inflection. Paste the Write Key copied from Segment into Segment as Destination Key field.

Now, choose the data fields to send through to Segment. You can send any email deliverability events like emails delivered, unique clicks, unsubscribes, etc., from Inflection.

Note: Make sure your Segment plan supports the volume of events selected.

Step 3: How to connect a Destination

After adding a source, navigate to Add a Destination from Connections and choose the BI tool of your choice. We used Amplitude for this recipe.

You can make sure that Segment is receiving the right data fields from the Debugger page in the Sources menu.

Once the data is flowing between the source and destination via Segment, you can set up analytics dashboards matching your goals with the integration.

Step 4: Analyzing a Campaign

Consider the example of a feature adoption campaign. Your marketing team launches an email campaign to promote a new feature. The campaign highlights the benefits of the latest feature and encourages users to start using it. You can build a personalized email like this in Inflection leveraging CRM data from Salesforce and product data from CDP like Segment, or even a data warehouse like Snowflake.

By leveraging Amplitude, you can analyze how effectively the campaign encourages users to adopt the new feature. Track the number of users who interacted with the email and clicked on the link to try out the new feature. You can compare the impact of various campaigns promoting the same feature over time. A deeper analysis helps the team understand the most impactful channels for feature adoption and make data-driven decisions for future promotions.

Similarly, you can compare the effectiveness of re-engagement campaigns with strategic giveaways like a discount or limited premium access to understand which works for your users. This integration of Inflection and Segment with a BI analytics tool can open doors for many more use cases like onboarding effectiveness, re-engagement strategy, A/B testing, user segmentation, analysis, and so on. The possibilities are endless.

Understanding the growth trajectory of a product goes beyond simple metrics. It involves deciphering user behavior, engagement patterns, and conversion rates across various stages of the customer journey. The challenge lies in connecting these puzzle pieces to form a cohesive picture of growth. You can understand user engagement trends and recognize the most successful conversion pathways.

Wrapping up

Here’s what we’ve done in this recipe:

1. Connected Inflection as source in Segment
2. Set up email campaign data events to flow into Segment
3. Chose Amplitude as destination in Segment
4. Looked at the example of analyzing a feature adoption campaign

You can learn more about Inflection and Segment here.