Email Marketing @ Clearer.io

LIFECYCLE & GROWTH MARKETER | 2024 - NOW

"CiCi has a strong instinct for focusing on metrics that truly matter…shifts our focus toward activation and trial-to-paid conversion instead…She consistently looked for ways to learn, test new ideas, and connect her work more directly to product adoption and revenue impact."

– Henry Brown, Former Manager

🌈 ABOUT CLEARER.IO

clearer.io is an eCommerce enablement platform that provides a suite of cutting-edge software solutions to online merchants, specializing in search, discovery, and conversion optimization (including the Boost AI Search & Discovery app).

I worked on lifecycle email for Boost AI Search & Discovery, one of the company’s key products.

⚙️ ESPs USED

🔥 THE CHALLENGE

Vanity Metrics vs. Business Impact: Previous email communications relied heavily on surface metrics (opens/clicks), failing to track actual product adoption, paid conversions, or churn recovery. The challenge was to transform email from a communication tool into a measurable growth engine.

★ WHAT I OWNED

I owned the strategy and optimization of key lifecycle email flows in Customer.io, including onboarding, churn/win-back, and upgrade-triggered communications. My job covered flow logic, email copy, segmentation review, performance tracking, and ongoing optimization. I also partnered with product and customer success teams to make onboarding, win-back, and upgrade messaging more relevant to actual user behavior, product usage, and account status changes.

👩🏼‍💻 WHAT I CHANGED

Strategic Pivot: Shifted performance focus from surface engagement metrics to bottom-line outcomes (activation, paid upgrades).
Audience Data Fix: While auditing lifecycle performance, I discovered that many contacts syncing into our ESP were store or operational emails—not the actual product users making adoption or purchasing decisions. To solve this, I partnered with Product and Customer Success to redesign onboarding by adding an email confirmation step for product communications, and introduced a self-service email preference setting inside the app. This improved CRM data quality and made lifecycle messaging more relevant to real users.
Onboarding Optimization: Continuously A/B tested subject lines, copy, CTAs, and flow logic to maximize trial adoption.
Churn Mitigation: Designed and launched a dedicated automated win-back flow to re-engage and recover lost users.
Expansion Revenue: Implemented trigger-based upgrade flows for merchants exceeding plan limits to capture immediate upsell opportunities.

🔍 DEEP DIVE: THE FULL LIFECYCLE MAP

VIEW FULL MASTER MAP IN FIGMA ↗

★ HOW I MEASURED SUCCESS & RESULTS

I focused on activation, paid conversion, reconversion, and upgrade conversion, while using open and click rates as supporting indicators rather than the main definition of success.

20.5%

ACTIVATION RATE

Reached 1,908 users in onboarding. Achieved 20.5% Boost Core activation rate, measured by users completing core setup milestones indicating initial product value.

+78%

PAID CONVERSION

Improved trial-to-paid conversion from 9.1% to 16.2% in 3 months after onboarding flow optimization.

5.5%

RECOVERY RATE

Reached 11,697 churned users and recovered about 635 users through the churn recovery flow.

5.1%

EXPANSION (UPGRADE CONVERSION)

Helped capture immediate upsell opportunities from merchants exceeding their current plan limits via reliable transactional triggers.

🌈 WHY IT MATTERED

By shifting the focus to product adoption and revenue metrics, I successfully transformed lifecycle emails into a primary growth channel. This strategic pivot directly supported user activation (+20.5%), accelerated paid subscription growth (+78% conversion lift), recovered lost accounts, and unlocked new expansion revenue.

LET'S BUILD TOGETHER

Currently targeting roles in Digital Marketing, Lifecycle Marketing, CRM, and Growth. If you're looking for someone who bridges the gap between content and conversion, let's talk.

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