Pico creates a rich data set that can be used quite powerfully to automate any number of marketing campaigns. This article is divided into two sections:

  1. Examples of useful marketing automation triggers
  2. How to use Pico data with automatic triggers in Mailchimp

Examples of useful marketing automation triggers

  • Send a welcome email (or set of emails) when a reader registers for the first time – use this opportunity to welcome the reader to your community, demonstrate the value of being a registered user, and eventually, the value of becoming a paying member/subscriber. If you've promised some sort of discount coupon as part of registering, you can provide that coupon here.
  • Send an email when someone has reached their article limit for the month. Medium sends an email resembling the following (which might also include previews of articles the user will be missing:
  • Trigger a campaign when a reader has X number of days left on trial
  • Send a special offer to readers who open free newsletters frequently but haven't yet subscribed

You might also combine data attributes to get even more sophisticated in your targeting:

  • Send a special email to readers who are paying but haven't visited the site in, say, 30 days
  • Customize any of the aforesaid emails based on the content category the reader reads most frequently

 

How to use Pico data with automatic triggers in Mailchimp

Once your Pico and Mailchimp accounts are synced and you're successfully using the Pico list as your master list, you're ready to set up campaigns that can be automatically triggered by actions readers take (and that are captured by Pico, Mailchimp, or a combination thereof).

Let's walk through a hypothetical campaign.

1. Proceed to create a marketing automation campaign. Name your campaign and make sure to select the Pico list

2. Once you've created your campaign you can edit its trigger

(If you don't want emails to be sent at odd times of day or night, you can restrict when emails get sent by clicking "Edit schedule".

3. Next, you need to design the email that's to be sent using Mailchimp's email editor. Click "Design Email" to do so.

4. To add multiple emails to the campaign (e.g., to create a sequence of multiple emails after a user becomes a paying member), click "Add Email". If you think the readers's condition might change between the first and second emails such that you wouldn't want them to receive the second email in the sequence, you may want to create an entirely new automated campaign. For example, a campaign for users with 14 days left on trial and a separate campaign for readers with 7 days (and 1 day) left on trial.

 

Pro tip: If you only want to apply a specific automated to a subset of readers who would be included in the trigger you've created, e.g., readers who visit your site more than 5 times per month and read content tagged "politics", then you need to Segment in your list beforehand. To learn more about segments, please visit Mailchimp's help article, Save and manage segments. 

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