Destination functions, Segment, and Movable Ink
Or: How I built a `pizza tracker` for mid-funnel emails
Have you ever wished you could bring the same level of personalization to your mid-funnel customer communication as Domino’s Pizza Tracker? With Segment Functions, you can bring interactive, up-to-date, personalized engagement to your users.
At Aspiration, we leveraged Segment Functions and Movable Ink to create a “Domino’s Pizza Tracker” for our mid-funnel CRM communications. We used event-driven triggers to assign users to specific Persona Audiences, which returned a `true` value on the user profile. Then we passed the events to our CRM, but rather than passing MI the values as merge fields on the image URL, we passed them a unique ID.
The unique ID allowed us to query an external API within Movable Ink, giving us access to up-to-date data. This transformed the standard breadcrumbs of the funnel into a live map, showing users how many steps they have left to go. This type of personalized interactivity can be powerful in connecting with users and driving engagement.
Thanks to Segment Functions, you can now make the impossible possible and bring creative, personalized experiences to your customers like never before.