Project 06 of 07 · Customer.io · Retention
Journeys With a Holdout
Nurture days → minutes · engagement +22% vs a 10% holdout · judged on LTV, payback and cohort quality.
The numbers
Before, and after. Every figure is on her résumé.
DaysMinutesNurture response- +22%Engagement vs a 10% holdout
The case
What it cost before. And the system that replaced it.
The cost of waiting
Nurture waited days, and journeys were judged on clicks.
- Goal
- Nurture that responds in minutes and proves its own lift.
- What I built
- Event-triggered onboarding, expansion and win-back journeys (Customer.io, Liquid, SQL, webhooks), built to reduce churn. A 10% holdout never gets the email, so the lift is real; new segments and languages are a setting. AI-personalised copy stays behind a human review gate.
- 01Event
- 02Segment
- 03Journey
- 04Holdout
- 05Lift
- 06LTV read
- Customer.io
- Liquid
- SQL
- Webhooks
- Holdouts
Why it works
Goal gradient. Start onboarding progress above zero.
People speed up as the finish line gets closer. Journeys that show progress and arrive in minutes keep a new customer moving, and the holdout proves the pull is real.
Kivetz, Urminsky & Zheng, Journal of Marketing Research, 2006
Where
Customer.io
Lifecycle & Marketing Automation Lead · Contract, part-time · May – Dec 2024 · Remote
Worked with RevOps and two specialists.
