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How to create content nurture campaigns

Implement a campaign that uses content personalized based on user interest to nurture leads to drive increased new user activations.

 

 

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What do you need?

  • Segment Connections

  • A marketing automation platform

Easily personalize customer experiences with first-party data

With a huge integration catalog and plenty of no-code features, Segment provides easy-to-maintain capability to your teams with minimal engineering effort. Great data doesn't have to be hard work!

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Creating nurture campaigns with personalized content enables businesses to engage potential customers more effectively, fostering deeper connections and building trust. By delivering relevant and valuable content, a nurture campaign can guide leads through the sales funnel, ultimately driving increased new user activations.

Step 1: Add the required Sources 

In your workspace, add a new prod or dev source for your website and another for your order processing system. This should be your website where checkout events will be tracked and the system that captures completed orders. These sources will be responsible for collecting the required Track Events and sending them to Segment.

  •     Sign Up or Log In to Segment

First, access the Segment platform by signing up or logging into your existing account.

  •     Create a Source for Your Website

A source in Segment acts as the origin of data you collect, such as user interactions on your website. 

  1. In your Segment workspace, navigate to the Sources section.

  2. Click the Add Source button.

  3. From the catalog of sources, select JavaScript (for websites).

  4. Provide a name for your source, e.g., "i.e. Company Website - Dev or Prod".

  5. Optionally, add labels for organization.

  6. Enter your website URL.

  7. Click Create Source button.

  • Install the Segment Snippet

After creating your source, Segment will provide you with a JavaScript snippet.

  1. Copy the JavaScript snippet provided by Segment.

  2. Paste the snippet into the <head> tag of your site to install Segment.

If you need to connect your website, mobile app, or server as a source please refer to our documentation on these touchpoints. 
 

Step 2: Track your events 

In order to build the funnels needed to personalize campaigns, you'll need to track three key events: 'Page Viewed,' 'Screen Viewed,' and 'Page Scrolled' from your website.

  • Page Viewed: This event will start sending to Segment once Analytics.js is added to the site.

  • Screen Viewed: This event will start sending to Segment once Analytics.js is added to the site. *Applicable for mobile sources only. 
  • Page Scrolled: Manually add this event to your site (See Spec: Track documentation).
Chart showing when Page Viewed, Screen Viewed, and Page Scrolled events fire and their respective properties.
This chart outlines the conditions and properties for Page Viewed, Screen Viewed, and Page Scrolled events.

In this example, we're not only tracking the event 'Page Viewed', 'Screen Viewed' and 'Page Scrolled', but also sending additional properties like 'page_category',' page_name', 'screen_id', 'screen_type', 'screen_title', and 'pct_scrolled'. These properties provide important context about the event and can be extremely valuable in your analysis. Learn more about properties.

 

Step 3: Add Destinations

Now, you'll need to decide where you want to send this data—for this use case it could be SMS, push, and/or an email or marketing automation platform. In your Segment workspace, add a new destination and select your tool of choice from the catalog. This destination will receive the data collected by your source and use it according to your needs. We recommend starting with an analytics tool to see the events flowing and build out the funnels you need to measure.

 

Step 4: Test your setup

Finally, test your setup to ensure data is being collected and sent correctly. You can do this by performing the actions you're tracking on your dev website and checking if the corresponding events appear in your Segment debugger and analytics tool.

 

The Source Debugger is a tool that helps you confirm that API calls made from your website, mobile app, or servers arrive to your Segment Source, so you can troubleshoot your Segment setup even quicker. 

Your data may not show up instantaneously and there may be a delay, but once the data is flowing you are ready to move to the next step. 
 

Step 5: Analyze and activate

Once your setup is looking accurate and data is flowing into your destinations, you can start analyzing it. For instance, you can identify which pages or categories users spend the most time scrolling so that your messaging tool can send personalized content. You can then use a marketing automation platform to send an email nurture campaign, like the example shown below, tailored to a specific user based on their previous behavior. Because of the events and properties you are tracking, you can use a similar approach to deliver personalized content to your users.

Note: it's important to first collect an email address, so consider using a lightbox popup or another tool to capture the user's email before tracking 'page_scroll' and/or 'page_viewed' events.

 


Final Thoughts 

Creating a nurture campaign with personalized content requires a deep understanding of your audience, leveraging data and analytics to gain insights into their behavior and preferences. It's essential to create high-quality, relevant content that addresses their specific needs and pain points, mapped out across the customer journey. Implementing marketing automation ensures timely delivery of personalized content, while continuous testing and optimization help refine the campaign's effectiveness. 

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