Two trigger campaigns.
185+ paid conversions.
15x return.
Behavioral trigger campaigns built end-to-end in Customer.io, covering mid-funnel activation and bottom-funnel purchase conversion for a B2B SaaS business phone system. N33M+ in attributed customer lifetime value against N2.1M in total cost.
Mid-Funnel Lead Activation: Form 1 to Sign-Up
The problem.
Leads were completing the top-of-funnel interest form but dropping before completing the sign-up form. Classic activation gap: high intent at entry, friction at conversion.
The approach.
Designed and deployed a behaviorally-triggered email sequence firing the moment a prospect submitted Form 1. Messaging strategy centered on reducing perceived effort through time-framed benefit statements.
- Trigger: first form submission only, preventing re-enrollment of already-converted users
- Conversion goal: presale-form-recorded event within 1 week of any campaign delivery
- Exit criteria: person exits as soon as they convert, no unnecessary follow-up to buyers
Top performing messages.
| # | Subject line | Sends |
|---|---|---|
| 1 | Take 3 minutes to sound like a bigger business | 458 |
| 2 | Give your callers a polished first impression | 431 |
| 3 | Take 3 minutes to unlock better customer service | 317 |
| 4 | Your customers will thank you for this setup | 306 |
| 5 | Still time to see what we can do | 255 |
The top 2 messages share a structural pattern: time-framed benefit + specific outcome. “Take 3 minutes to sound like a bigger business” outperformed all others because it collapses both the time cost and the identity payoff into a single line. This informed the broader messaging strategy for Campaign 2.
Bottom-of-Funnel: Invoice Viewer to Paid Customer
The problem.
Prospects were reaching the invoice page, a high-intent signal indicating active purchase consideration, but abandoning before completing the transaction. No structured follow-up existed for this segment.
The approach.
Built a trigger-based multi-email sequence on the invoice_page_viewed event, structured around three distinct conversion hypotheses tested in parallel A/B pairs. Rather than guessing which angle would work, each pair isolated a single strategic variable.
| Email pair | Hypothesis | Execution |
|---|---|---|
| E1A / E1B | Urgency and Rescue | Two executions of 30-minute rescue framing, urgency-led messaging targeting friction at the decision point |
| E2A / E2B | Trust and Social Proof | Two executions of credibility-building messaging to address hesitation from first-time buyers |
| E3A / E3B | Objection Handling | Two executions targeting the most common barriers: cost, setup complexity, and fit uncertainty |
Conversion efficiency improved even as send volume declined month-over-month. The campaign was getting sharper over time, not decaying. This is the expected output of a properly structured A/B testing framework: losing variants get cut, winning angles compound. CTR grew +0.5pts and conversion grew +0.2pts in the final measured period.
N2.1M in. N33M+ out.
Total campaign cost includes 30% attribution of Customer.io Premium ($1,000/month) across 4 months plus 40 hours of build and management time at N5,625/hr effective rate.
| Cost item | Amount |
|---|---|
| Customer.io Premium (4 months, 30% attribution) | N1,920,000 |
| Time cost (40 hours) | N225,000 |
| Total | N2,145,000 |
40% annual churn = 30-month average customer lifetime. Plan mix across N6,000 / N10,000 / N15,000/month tiers.
| Scenario | LTV | ROI |
|---|---|---|
| Conservative (N6k plan) | N33,300,000 | 15.5x |
| Realistic (blended) | N57,350,000 | 26.7x |
| Optimistic (N15k plan) | N83,250,000 | 38.8x |
Two campaigns. Four months. Documented.
