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Adoption: drive feature usage

Business-to-business (B2B) companies often need to track and drive growth across both individual users of their product and the account or company they work for. In Customer.io, objectsNot to be confused with a JSON object, an object in Customer.io is a non-person entity that you can associate with one or more people—like a company, account, or online course. You can use objects to message people based on changes to their company, account, or course itinerary. help you do this.

For this recipe, imagine you work at a design platform, Sketcher.io, which offers graphic design and product design tools. Each user belongs to an Account, a type of object in your workspace that represents the company they work for. You want to drive product usage by encouraging people to collaborate by sharing their work.

To accomplish this, let’s build a segment of people who have not shared their work recently, but have signed in recently. Then we’ll create a campaign triggered by people in this segment and encourage them to share.

Prerequisites

• Access to create segmentsA segment is a group of people in your audience that you want to target with campaigns, messages, etc. You can join groups of people manually, or by attribues and event data. and campaignsCampaigns are automated workflows that send people messages and perform other actions when people meet certain criteria.
• Integrate non-people data as objects and relationships in your workspace

Set up objects and relationships

In this example, the workspace includes Account objects and we track people’s feature usage on their relationshipsThe connection between an object and a person in your workspace. You can trigger campaigns based on relationships. Relationships also have attributes you can reference using liquid. to these Accounts.

If you’re not yet integrated but want to test this out, you can import objects and relationships via CSV.

Create a segment to target active users that have not used a feature recently

1. Go to Segments and click Create Segment.
2. Add a name like “Recent Users That Have Not Recently Shared,” and click Create Data-driven Segment.
3. Click the dropdown “Add condition or group” and choose Relationship.
4. Specify that the relationship between a person and Accounts exists with the following conditions or other conditions that fit your needs:

   

   In this example, Sketcher.io tracks the last time each person shares designs (last_shared) on the relationship to the account, so we’ll use this to determine if people have used the share feature recently. Consider what attributes in your own data would help filter for users that haven’t used a feature!
5. Click the dropdown “Add condition or group” and choose Event. Choose the event that represents signing in to your platform, in this case, it’s sign_in. Then specify they should have signed in recently - at least once within the past 30 days.
6. Click Save Changes.

Now you’re ready to create a campaign to drive feature adoption!

Create a campaign to drive feature adoption

1. Go to Campaigns and click Create Campaign.
2. Enter a name, like “Remind People to Share.” If helpful, add a description so other team members can understand the campaign at a glance. Click Create Campaign.
3. Set the trigger - click Segment then choose the segment you made to target active users that have not used a feature recently.
4. Set the frequency of entry. We want this campaign to reach out to people once a month, so let’s change the frequency to “every re-match” after a minimum of 30 days. This means people will re-enter the campaign every time they re-enter the segment after at least 30 days.
5. On campaign Settings, send your message to people with the appropriate subscription preference.
6. On the Goal step, consider what should cause people to convert. In this example, we’ll say people convert when they perform the eventSomething that a person in your workspace did. Events can trigger campaigns, add people to segments, etc. You can access event properties in liquid with {{event.<property>}} share_with_colleague within 1 week of being sent any delivery from this campaign.
7. Next, drag an Email into your Workflow. Click the email then Add Content.
8. You can create an email from scratch or from an existing email. Here’s an example of an email you could make! It encourages the audience of your campaign to log in and share their designs.

   

   
9. Click Save then Back to Workflow.
10. Click the email again and set the email to Send automatically.
11. On the Review step, check your settings then click Start Campaign when you’re ready!