Messages and Campaigns: Overview and Video

Learn how to use Messages and Campaign in this short video!

  Campaign Deprecation

The Campaigns feature is disabled for new Mixpanel projects. Legacy customers still have access to this feature on existing projects.


Transcript below:

Why Messaging is Helpful

Encourage users to stay in your product longer, convert faster, or use a feature more often with messaging.

Messaging lets you reach out to your users based on the things they do inside your product, ensuring your communications are timely and relevant. And since it’s all done in Mixpanel, it’s easy to measure their impact on your business goals.

Let’s see how it works.

How to Set Them Up

In a few simple steps, you can create an email, sms, push, webhook, or in-app message. The first step is to compose your message, which you can A/B test to find the most effective version. Second, target users based on any of your Events or People Properties Third, schedule delivery to be ASAP or at a specific time. And finally Choose a location for your message.

In order to receive Email, SMS, and Push Notifications, a user's profile must contain contact information. This contact information must be saved in the format documented here. When building a message, Mixpanel automatically removes users without the required information from the target list.

Messages vs. Campaigns

You can choose to send your messages individually, or as part of a Campaign. Either way, your targeting and delivery schedules apply. But with Campaign, you can simplify your setup with message prioritization and rate limiting, while also measuring the impact of your entire campaign on a goal metric.


The additional control that Campaign provides over Messages can be found in the gear icon. Here you have the option to enable a control group, so you can see if your campaign actually worked.

You can also set up a rate limit to make sure you don’t overwhelm your users. This limits the frequency of your messages to a time interval like “one week” or “one hour" apart

And since your users may qualify for many messages at once, you can prioritize them to make sure they get what’s most important when a rate limit is in place.


The purpose of Messaging is to encourage your users to take a specific action inside your product. With Campaign Analytics (highlight), you can measure the impact your messages had on driving that action.

Select a goal event that’s important to your business and Mixpanel will show you the conversion rate of people who received any message in the Campaign and then completed the goal event. This is where a Control group can be very useful in setting a baseline for comparison. If your Campaign drove higher conversion than the control group, then you know it was effective.

Delete, Duplicate, and Move

Lastly, you can easily Delete or Duplicate any message, or Move it in or out of a Campaign. Individual Messages don’t follow the control group, rate limit, or prioritization settings of your Campaign, so Mixpanel will automatically flag and pause a moved message. That way, you have time to review the targeting & scheduling parameters before sending again.

Messaging is one more way Mixpanel helps you take action on your data.

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