Optimizing Activation Through Automated Onboarding
61% top open rate
27% highest click-through rate
$31.7K attributed revenue
39 deals created
The Challenge
After acquiring CartRover, Extensiv needed an automated email onboarding series to help new free-trial users set up their integrations faster, reduce churn during setup, and connect marketing insights with in-app user behavior. This campaign was part of Extensiv Integration Manager’s larger demand generation initiative, designed to accelerate activation and shorten time-to-value for new free-trial users.
The Solution
I created a six-email onboarding sequence designed to meet users at each stage of the setup process. Each email was drafted and tested to increase engagement and accelerate activation, following a structure inspired by SaaS Academy’s Trial Converter Campaign framework.
Welcome & Setup Instructions: Introduced key steps for DIY setup with links to video and knowledge base resources.
1:1 Training: Invited users to schedule time with an integration specialist for guided onboarding.
Tips & Tricks: Shared optimization and troubleshooting tips to help users discover advanced features.
Educational Content: Offered a downloadable white paper explaining how merchants and 3PLs use iPaaS solutions.
Payment Reminder: Nudged users nearing the end of their trial with clear upgrade instructions.
Feedback & Survey: Collected satisfaction insights and identified friction points in the activation process.
Testing & Optimization:
A/B tested subject lines, CTAs, and message sequencing to refine tone and timing.
Measured open, click, and conversion rates, adjusting copy for tone and urgency.
Used HubSpot workflows to trigger emails based on lifecycle stage and setup progress.
“Email 4 (‘Tips & Tricks’) achieved the highest open rate (28%) and click-through (6.9%), validating the impact of concise, practical content.”
Cross-Team Collaboration: Partnered with product marketing, support, and development to align the email content with the in-app setup guide and ensure a seamless user experience across channels.
Analytics Integration:
Created reporting dashboards inHubSpot and Pendo to visualize user progress and email engagement.
Collaborated with developers and data analysts to explore integrating in-app events with Pendo and HubSpot, identifying key properties and prioritizing triggers based on feasibility and business impact.
While full behavioral automation was not implemented, this groundwork established the foundation for future event-based onboarding workflows and unified visibility across systems.
The Results
Engagement: Achieved open rates between 23% and 34%, with a campaign high of 61% on the welcome message and 6.9% click-through on the “Tips & Tricks” email.
Attribution: Generated $31.7K+ in attributed revenue and 39 new deals from the onboarding series.
Conversion Velocity: Reduced average trial-to-paid conversion time from 7–10 days to 24–72 hours through better sequencing and proactive education.
