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Hey there,
Brennan Dunn recently recorded a video walking through the RightMessage + Bento integration, and I wanted to share it with you. If you've ever wondered how to take all that contact data you're collecting in Bento and actually use it on your website—this is it.
What follows is my take on what Brennan covers, but honestly? Just watch the video. Brennan explains it better than I can write it.
The Problem This Solves
Here's something that's always frustrated me about email marketing.
You spend all this time segmenting your list. You build automations. You personalize your emails based on who someone is, what they've bought, what they've clicked on. Then they click through to your website and... they see the exact same page as everyone else.
A first-time visitor sees the same homepage as a paying customer. A churned user sees the same pricing page they cancelled from six months ago. All that data you collected? Wasted.
RightMessage fixes this.
What RightMessage Actually Does
In simple terms: RightMessage reads your Bento data and uses it to change what people see on your website.
When someone visits your site, RightMessage checks if they're in Bento. If they are, it pulls their tags and fields. Then it modifies the page based on that data—different headlines, different CTAs, different testimonials. Whatever makes sense for that person.
The visitor doesn't notice anything happening. They just see a page that feels weirdly relevant.
The Integration Is Native
This isn't some Zapier hack. RightMessage has a direct integration with Bento that works both ways:
Reading from Bento: Every page load, RightMessage checks if the visitor exists in your Bento account. If yes, it pulls their current tags and fields. This is live—if you tag someone in Bento, they'll see updated content on their next page view.
Writing to Bento: When someone fills out a survey or form in RightMessage, that data gets pushed back to their Bento record. Tags get added, fields get updated. Same data everywhere.
Identity stitching: If someone's anonymous, then opts in through a RightMessage form, it connects their browsing history to their new contact record. When they click an email link later, RightMessage recognizes them. No more "who is this person?" amnesia.
Setup takes about five minutes. Paste your API credentials, pick which fields to sync, done.
Practical Examples
In the video, Brennan walks through some flows that I think are really useful:
The basic three-way split. Anonymous visitors see opt-in offers. Leads (in Bento but not customers) see demo requests or trial CTAs. Customers see upgrade offers or account-related messaging. Simple, but most sites don't even do this.
Win-back for churned users. If someone has a churned tag in Bento, swap the headline: "A lot has changed since you left." Link to a reactivation offer. These people already know your product—you don't need to re-explain it.
Industry-specific proof. If someone told you they're in ecommerce (via a survey, UTM, or form), show ecommerce testimonials. "Here's how Company X increased conversions" hits different when Company X is in your industry.
SaaS trial personalization. Trial users see onboarding content and support prompts. Converted users see feature announcements. Churned users see win-back offers. Same page, different experience based on lifecycle stage.
The Survey Feature
This is the part that impressed me most.
After someone opts in, you can push them through a quick branching survey. "Do you work solo or with a team?" If team: "How big?" Then: "What's your biggest challenge?"
Each answer gets pushed to Bento in real time. Even if they bail halfway through, you keep whatever they gave you.
Here's the clever bit: that data immediately feeds back into your website personalization. Someone who said they're a freelancer sees freelancer messaging on their next visit. But it also flows into your Bento automations—different welcome sequences, segmented broadcasts, personalized email copy. Same data, used everywhere.
One Piece of Advice
Brennan mentioned this in the video and I want to echo it: don't go too deep too fast.
I've seen people build elaborate 47-condition flows and then never launch because they couldn't test all the paths. Start with three segments—anonymous, lead, customer—and nail those before adding more branches.
Ship the simple version first. You can always get fancier later.
Worth Checking Out
If you're already using Bento and you want your website to be as personalized as your emails, RightMessage is worth a look. The integration is solid, the setup is minimal, and the concept just makes sense.
Check out RightMessage if you want to learn more. And if you're not on Bento yet, start a free trial and get some data flowing first. The personalization stuff works better when you actually have data to personalize with.
Questions? Hit me up at jesse@bentonow.com.
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