The Problem
When I joined Croissant.com for a six-month sprint, the company faced critical gaps in their lifecycle marketing:
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Lack of personalization and segmentation in email campaigns.
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Weak connections between products and messaging, limiting engagement.
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LTV:CAC ratios were under-optimized due to inconsistent nurture and retention strategies.
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Several retention systems were partially implemented but not fully integrated, leaving potential untapped.
The Solution
I led a focused effort to overhaul the lifecycle marketing program and align it with both product and user behaviors. Key initiatives included:
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Redesigned email campaigns to deliver personalized messaging tied to user activity, product interest, and behaviors
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Optimized campaigns for retention and engagement, including new automations targeting key lifecycle stages.
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Implemented measurement frameworks to track LTV:CAC, campaign performance, and loyalty impact.
The Results
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Loyalty rates increased by over 50%, reflecting stronger engagement and repeat usage.
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Average 10% improvement in new automation performance, demonstrating more effective, connected messaging.
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Users experienced better familiarity with products and stronger brand loyalty, supporting long-term revenue growth.
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Established a scalable lifecycle framework that allowed Croissant.com to continuously improve retention and engagement beyond the sprint.