A SaaS company built a sophisticated lifecycle email program that educated users, prevented churn, and drove upsells.
High churn after trial period. Low feature adoption. Expansion revenue was minimal. No systematic customer communication beyond transactional emails.
We theorized that by creating targeted email journeys for each user lifecycle stage and product usage pattern, we could improve activation, reduce churn, and identify expansion opportunities.
Mapped complete customer lifecycle and created email journey for each stage. Built behavioral triggers based on product usage. Created onboarding sequence highlighting quick wins. Launched feature adoption campaigns for low-usage segments. Implemented churn prediction model with intervention emails. Created upsell campaigns for high-usage customers.
| Metric | Before | After | Change |
|---|---|---|---|
| Customer Retention | 76% | 94% | +24% |
| Feature Adoption Rate | 34% | 78% | +129% |
| Expansion Revenue | $12K/mo | $89K/mo | +642% |
| Churn Prevented (Annual) | N/A | $1.4M | New |
Growth trajectory showing +24% improvement in customer retention
Duration
6 months
Launch Date
March 2024