How The Mighty leveraged Cordial's unique data capabilities to send personalized content recommendations and increase community engagement.
increase in click-rate compared to the previous, non-personalized, email campaigns
increase in monthly retention
of email-attributed website traffic is driven by three recommendation automations
The Mighty is an online community dedicated to providing support and information for those living with health challenges and disabilities. Their community helps people connect with others who are living through a similar experience and provides them with a judgment-free space to share their stories. The Mighty’s community consists of over 3.5 million members and provides support for a multitude of topics spanning mental health, chronic illness, rare disease, and disabilities.
In 2017, The Mighty began looking for ways to form deeper connections with their members. They wanted to communicate with their members in a dignified manner, being respectful of the vulnerability their members were showing throughout their community. Their team quickly realized that the legacy marketing cloud they were working with had limitations in how they could use and activate their data to communicate on a more personal level. That meant they needed a technology provider that could personalize messages on more than just a few standard data points.
When they found Cordial, The Mighty not only felt connected to our mission to help brands communicate in more emotionally intelligent ways, but they were equally inspired by the possibilities our technology could bring them. They knew they had found a platform and a partner who could help them communicate more effectively and bring the community engagement they were dreaming of to life.
Cordial works closely with The Mighty’s Community Team, which is dedicated to ensuring their members are having a positive experience. The Community Team is constantly interacting with members, helping them find resources, providing emotional support, or connecting them with other members. One of the many tasks the Community Team is responsible for is helping to identify members’ posts that could benefit from more visibility and engagement. As their community grew, this task became extremely manual and time consuming. Working with Cordial, they saw an opportunity to leverage Cordial’s advanced data and messaging capabilities to automate this process:
In addition to nurturing member posts, The Mighty also publishes helpful articles and stories. Their community contains over 60,000 articles spanning across a multitude of topics. The Community Team was trying their best to keep up with all of the published content so they could recommend relevant articles to members. After seeing the power of Cordial’s data capabilities, they felt confident they could automate this process as well. The Mighty began building their solution in Cordial to automatically recommend daily articles for each topic a member followed:
After seeing the success and time-savings from these first two automations, the team was motivated to build another program that would highlight the highest performing member post at the end of each day. Leveraging the framework of the solution they had already built to identify the lowest performing post, The Mighty built the following automation:
Anthony Easton, Director of Growth at The Mighty
The Mighty saw an immediate improvement in website traffic and email engagement after launching these automations. Their email-attributed website traffic increased by 41%, with 65% of that traffic coming directly from these three automations. Their email click-rates increased by 240% even though they’re sending significantly more email, proving that personalization is key to their success with this channel.
Additionally they’ve seen a 28% increase in their monthly retention rate. Likely due to their member’s improved ability to connect with other members and find helpful, relevant resources within their community.
In fact, these automations have performed so well that The Mighty is currently expanding this messaging to a new channel — mobile app. They’ve recreated these campaigns into push notifications which will allow them to connect with their members in near real-time and continue their efforts to develop even deeper relationships.