Along with our Head of Retention and Lifecycle Marketing, I led the transformation of Alison’s retention and product marketing emails by revamping behavioural, trigger-based journeys and overhauling our core product communication. The goal was to create a more personalised, insight-driven email ecosystem that increased engagement, strengthened user habits, and improved long-term retention.

The impact was significant over a three-year period: 50% increase in open rates across key lifecycle and product emails, 87% increase in click-through rates, driven by sharper messaging and more relevant triggers, 23% increase in traffic from email to core learning experiences, and 20% growth in revenue, directly attributable to improved retention flows and product-led email journeys.

These results demonstrated how insight-led segmentation, customer behaviour mapping, and strategic creative direction can turn email into one of the highest-performing growth levers.

Below, you’ll find an example of one such instance where we revamped the strategy.