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One of the many updates to our email marketing best practices guide is tip #30: Segment on Signup. We used Strava as an example. The fitness-tracking tool asks new users if they are runners or cyclists, then tailors onboarding emails to their sport of choice. It’s a simple question with a significant impact on the user experience. Cyclists and runners, despite their shared love of pain and suffering, occupy entirely different sub-cultures. It would actually be destructive to send cyclists and runners the same emails when it’s so clear they need different messaging...

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