Email Automation & Lifecycle Marketing Strategy

WeVideo

Project Overview

In my 3-year tenure at WeVideo, I helped design and launch over 30 email and in-app automation workflows to improve user activation, engagement, and upgrades. These included everything from onboarding flows and upsell campaigns to personalized milestone celebrations and reactivation journeys.

Objective

Increase product usage and upgrade conversion by making the experience more personalized, fun, and effortless. Our guiding belief was simple: the more features a user explores, the more likely they are to pay for and stick with the product.

Tools & Tactics

We used a multi-channel approach that combined marketing automation, real-time behavioral data, and machine learning.

• Execution Platforms: Hubspot (email), Intercom (in-app messaging)
• Behavioral Insights: Mixpanel, FullStory, Hotjar
• Qualitative Inputs: Onboarding surveys, quarterly user feedback
• AI Scoring: In partnership with Google, we leveraged AI to develop an upgrade-likelihood score based on feature usage and engagement. This data was populated in Hubspot as contact properties via API, enabling real-time personalization.

Example Journeys

We built dozens of journeys aligned with the customer lifecycle:

• New user onboarding (7-day, 14-day, and 30-day variants)
• Feature education and usage milestone campaigns
• Upgrade nudges based on behavior, feature usage, and plan tier
• Abandoned cart campaigns
• Anniversary and birthday celebrations
• Holiday upsell offers
• Dormant user reactivation campaigns
• Churn-prevention flows triggered by disengagement patterns

Results

Highlights from the program’s impact:

+38%

increase in free-to-paid conversions

<3%

churn among users who engaged with lifecycle messaging

+35%

YoY revenue growth during my tenure

2.5x

increase in feature adoption within the first 14 days

18%

lift in upsell conversions from targeted campaigns

40%+

open rates across onboarding series

What I learned

• The power of real-time user scoring for personalized marketing at scale
• How qualitative signals (user feedback) can enhance quantitative models
• The importance of continual testing and iteration—small tweaks in copy or CTA timing often led to big wins
• Why collaboration across product, data, and creative was essential to building flows that actually converted

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