How to Manage 2 Types of Users or How UrbanSitter used the power of Mailchimp’s marketing CRM tools to automate targeted campaigns and increase revenue.
When UrbanSitter first launched, it allowed parents to use their personal networks to find trusted babysitters. But as the company’s online and mobile service grew in popularity, there was a need to optimize and tailor messages for both user groups: parents and nannies. We went to UrbanSitter’s San Francisco headquarters to learn more about how using Mailchimp for customer relationship management (CRM) has helped the startup reach more than 1 million users in more than 60 cities and increase revenue.
“One of our biggest challenges is that we serve two different groups of users,” says co-founder and vice president of marketing Daisy Downs. That means that both service users (parents) and service providers (nannies) interact with the UrbanSitter platform. To ensure that parents and nannies get the right information at the right time, each group receives a different series of automated emails when they sign up.
For nannies, the welcome series of emails is used primarily for inclusion within a few weeks. “We need to make nannies aware of the information they need to join UrbanSitter, and encourage them to pay for background checks and include a video about themselves to build trust. We also encourage them to add their direct deposit information to facilitate mobile payments,” says Daisy.
For parents, automation is being used to educate and prepare – in particular, how and when to book a sitter for a long term or temporary assignment. UrbanSitter is also trying to win customers back through reengagement automation if they unsubscribe. Using personalization, the messages target how parents look for child care.
According to Daisy, the results are worth it. Here’s how:
The goal: to retain customers.
For UrbanSitter, the key to continued engagement with both groups is to make sure they are satisfied. Because brand loyalty is rooted in emotion, and finding care for your little ones is a delicate matter, it’s important for UrbanSitter to develop empathy by responding to customer questions and needs. Email automation helps build that connection, which leads to lasting brand loyalty. “We strive to engage with parents during peak seasons when our services are very relevant to them,” she adds. “For example, we see a big increase in the number of parents looking for babysitters during the summer months and the pre-school season. We segment our audience and reach out to parents to meet that demand.”
Tools: Segmentation + Automation + API
A combination of three tools provides UrbanSitter with a wealth of data: segmentation, automation, and the Mailchimp API. UrbanSitter uses the Mailchimp API to get key data about customers in their account, such as when a parent or nanny last logged in, or where a parent or nanny lives. They then use this useful data to create targeted messages to two different segments of their audience. That way, they can send them separate automated messages to tailor them to the needs of their contacts. “This connection to our database is incredibly important because it keeps our data relevant, relevant and accurate so that when we send out emails to parents, we’re doing it at the right point in their life cycle,” Daisy says. “Also, the integration with Google Analytics really completes our story because we can determine which emails are driving conversions and subscriptions.” Mailchimp allows the team to conduct A/B testing of various subject line emails or promotional offers, the results of which can be easily seen in Google Analytics.
The results: 260% increase in conversions.
According to Daisy, people sign up through several channels, but the main catalyst for UrbanSitter’s success is automated drip campaigns. “It’s through our mailing series and follow-up emails that we see conversions happening and how it really impacts our revenue in a meaningful way.” The company has seen a 260% increase in conversions thanks to an expanded series of welcome emails. “As we continue to segment and test our campaigns, we’re seeing our revenue and customer engagement grow.”
