APIv11 Released with IsPremium Flag

BuiltWith APIv11 is now available at http://api.builtwith.com.

This version of the API add a new IsPremium field next to technologies to see if we categorize the technology as a paid-for offering – with the exception of web hosting.

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For example a tool like Visual Website Optimizer is categorized as ‘yes’ under IsPremium as it’s a premium software product where as a tool like Survey Monkey would be categorized as ‘maybe’ as it has free offerings and something like jQuery would be ‘no’ as it’s an open source free tool.

Eating our own Dog Food

We used BuiltWith Pro (our own tool) to find people who signed up for our service that were customers of HubSpot – then reach out to them in a meaningful way and introduce to them the HubSpot Sync functionality we recently added to BuiltWith.

We thought this would be a great way to use our own product in a way that customers also can. It’s called Eating Your Own Dog Food – a term apparently thought up by Microsoft in the 1980’s.

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Eating our own dog food was super successful! Attribution: WiredWitch

By targeting users with an email that was relevant to them we achieved a 52.5% open rate and a 12.8% click rate on the emails we sent out, this is much higher than the industry average statistics as compiled by MailChimp and also much higher than our typical email blasts –

Comparison of our Dog Food mail campaign to our other email campaigns.

Comparison of our Dog Food mail campaign to our other email campaigns.

How did we do this?

First of all we created a Pro account on BuiltWith. We then created a list of all of the unique domain names for everyone who has ever signed up for BuiltWith (by using the domain part of the email) – we removed the gmail, hotmail, yahoo addresses and just used the people with proper company domain name emails. We upload this list to BuiltWith (kb guide) then downloaded the portion of the domains that used HubSpot then reached out to them with an email that was on fleek for them because it was actually relevant (they use HubSpot and we’d built a cool HubSpot feature) and potentially beneficial to what they are doing as a company. The individual steps are below –

Step 1 – Upload a list of domains of your customer / free signup users from the domain part of their email (here’s how to do that in Excel) or their website address if you store that

Upload the list of domains into BuiltWith

Upload the list of domains into BuiltWith

Step 2 – From the ‘Market Share’ report we selected the ‘Analytics and Tracking’ drop down and then click on the HubSpot portion of the pie chart –

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Click the Hubspot part on the Market Share Tab

Step 3 – We created a new report from the sub-section of Email Domains and sites that were all currently using Hubspot –

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Step 4 – We then exported that list and used Excel VLOOKUP function to create a list of emails that matched from our original list and put that into our email Campaign Management tool

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Step 5 – We then sent out a very simple and to the point email –

We’ve just released BuiltWith integration with HubSpot and as your company uses HubSpot we’d thought we’d eat our own dog food by using BuiltWith to find that out and reach out to you as someone with a BuiltWith account!

If you’re interested in the BuiltWith HubSpot integration checkout this blog post with instructions on how to integrate HubSpot and BuiltWith.

The open and click through rate where really high and the response rate in terms of replying to an automated email is higher than I’d ever expected it to be –

Manual non-OOO replies

Manual non-OOO replies

Conclusion

This validates the use of BuiltWith and especially the report filtering capabilities to create a list of relevant websites, the more filters you have the more relevant information you can put into reaching out to potential new customers for yourself. Checkout some our other report filtering capabilities for more information.

APIv10 Released with Spend Data

APIv10 has now been launched – this new version lets you see monthly $USD spend information from websites. Spend data provides the ability to get the average accumulative spend on web technologies for a domain.spendData

The figure is estimated because we don’t always know the licensing terms for technology usage (they might be on the Basic plan or an Enterprise plan for a piece of software) but it serves as a guide to technology spend and puts websites into various spending bands.

12 million websites have a monthly spend of over $50 and we don’t count hosting our spending but we do count everything else (eCommerce, widgets, analytics tools etc..).

Of course spend filtering is already available in the Pro Tool.