Building a Scalable Email System for SaaS: Doubling User Engagement Across the Product Line

About the client

Apps Do Wonders (ADW) is a US-based SaaS company building AI-powered tools for Microsoft Office: Twistly for PowerPoint, Twistly Cells for Excel, and Twistly Words for Word. As their product ecosystem grew, email communication became fragmented and inconsistent. ADW needed a unified approach that would improve user experience and support long-term engagement. We designed a complete email communications system and implemented advanced event-driven automation to strengthen user relationships and boost product adoption.

Objectives

Audit existing architecture, Select ESP matching requirements, Migrate from Mailchimp to ActiveCampaign

Key Results

  • Email engagement doubled: CTOR grew from 5–7% to 10–15%
  • Launched core lifecycle flows: welcome, abandoned checkout, renewal, reactivation
  • Stable 25–30% Open Rate across campaigns
  • Well-structured, on-brand, and value-focused newsletters

Solution overview

We migrated CRM marketing to ActiveCampaign and built an event-driven automation framework: every email now reacts to what users actually do — sign up, start a trial, pay, cancel, or create a presentation/document/spreadsheet. This removed manual effort and ensured consistent, personalized communications at every stage.

What We Delivered

  1. Platform migration and setup
    • Transitioned from Mailchimp, which lacked advanced automation
    • Tailored ActiveCampaign to support three products in one ecosystem
  2. Event-driven lifecycle automation
    • Developed a Customer Journey Map
    • Implemented API calls to ActiveCampaign jointly with the client’s dev team to launch the flows
  3. Prepared a master email template
    • Enables building a campaign in 2–5 minutes
    • Ensures unified tone of voice and visual identity across products
  4. Efficient cross-team collaboration
    • Provided a detailed technical specification for developers
    • Jointly resolved issues such as duplicate event tracking
  5. Valuable recurring communication
    • Two core themes: product updates and practical tips
    • Replaced scattered one-off emails with consistent messaging that maintains interest and adoption