Our topic this week is marketing. Drip marketing, specifically.

It's hard to explain all the features and benefits of your app to your users, and drip marketing (commonly known as automatic email responders) is a great way to explain features to your users. In this episode, we're going to share why drip marketing is important and how we use it here at CodePen.

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  • Beautyon

    Is that The Conet Project at the start of this clip? I love Codepen even more now!!!

  • Drip Marketing is more of a subset of email marketing automation.

    A use case for CodePen would be to identify common attributes of, say, a Pro user (or a job/teams or other products) and base future marketing efforts around traits and activity of unpaid users (activity on CodePen, links they click on in emails) who may be prime candidates to send a soft offer for CodePen Pro or to Place a Job Ad.

    I think the core four Marketing automation campaigns CodePen would use would be:

    1- Onboarding new users. Docs and tutorials on how to upskill new users so they can fall in love with your product.

    2- Process Abandonment. The ‘abandon cart’ is the obvious case. If a user visited ‘codepen.io/signup/change/pro’ but didn’t hand over their CC deets, you send a follow up sequence to them. If you would do that, you might want to split up the form for anon users so they sign up for an account in one screen, *then* upgrade so in case of cart abandonment, they still are Codepen users.
    Then again, CodePen is a unique app so some traditional fail-guards might not be appropriate for you.
    Process abandonment include sign-up, or even if someone was going to post a job, but scrapped it once they saw the price etc (as codepen.io/jobs/post one page form).

    3 – Referral Sequences. Once you get users onboarded, try to get them to get their friends, coworkers or whoever to also sign up at CodePen. Ideally you’ll include this in the initial user registration as well (since their likelihood to refer is highest), but mature user who been using your product frequently in a 3 month span or so could be a good candidate as well.

    4 – Reactivation Sequences – User who cancel or downgrade etc. This can be as simple as a transactional email, and a follow-up email requesting feedback.

    Tim has a pretty solid understanding with what he’s implemented, since you are doing everything yourself the only thing you might be wary of if you decide to increase the logic in your campaigns you might be in danger of overwhelming the user with multiple sequences.

    Good podcast to listen to is ‘The Active Marketer’, I listen to it quite a bit. Open Source marketing automation solution you might want to check out is Mautic – though it’s only ~6months old since release so it hasn’t matured yet as a prodcut + it’s in PHP so a guy like Tim might just want to look at the campaign builder to draw inspiration on how to do sequences in rails.

    • Thanks for the shout out Peter.

    • David Hurley

      Peter, thanks for the quick plug! While Mautic is younger we have become very stable very fast. It helps to have such a strong and growing community to help find and fix bugs quickly. Plus we have another great release coming up soon!

      Oh yeah-and while PHP might be a negative for some (understandable), it is still most ubiquitous and has a good % of the web so for installable app made the most sense, it IS built on a Symfony background which makes for a strong dev platform. 🙂

      Thanks again for the shoutout! We’d love to see more find out about Mautic.