Marketing Automation and Lifecycle Email for Clever
Giving a five-person team its own audiences and campaigns
TL;DR
- Problem
- Every new email audience at Clever needed an engineering export, and a new in-app messaging product needed a launch plan.
- What we did
- We connected customer data to a new email platform, built behavioral segments and triggered campaigns, and planned the in-app launch.
- Result
- The team could build audiences on its own, and adoption of the in-app messaging feature rose 10%.
- Industry
- Education technology
- Engagement
- Prior in-house work at Clever
- Tools & channels
- SegmentBrazeLifecycle emailIn-app messaging
+10%
In-app feature adoption
40%
Weekly retention among feature users
5
Marketers with self-serve audiences
Every new audience needed an engineering export
Teachers, school administrators and district IT teams needed different messages. Clever’s customer data and email tools made those audiences hard to separate, so every new cohort meant asking engineering for an export. A new in-app messaging product also needed a launch plan.
Give the marketing team usable customer data
We migrated the email platform and connected customer data, user roles and engagement signals to it. That let the marketing team build behavioral audiences and triggered campaigns directly. We also planned the launch of the in-app messaging product, from user research through measurement, and built dashboards to review results.
What we connected
- 01
Move the email platform
Migrate sends to a platform the team could run without engineering help.
- 02
Connect customer data
Pass user roles and engagement signals into the email platform.
- 03
Build behavioral audiences
Segment teachers, administrators and IT teams by role and activity, with triggered campaigns.
- 04
Launch and measure
Plan the in-app messaging launch and track adoption on shared dashboards.
The team stopped waiting on engineering
The bigger change was operational: the marketing team could segment by role and behavior and ship campaigns without an engineering queue. That speed made it practical to run a proper launch program for the new messaging product, whose adoption rose afterward.
How to read these numbers
The adoption and retention figures come from the program’s own reporting. The 40% retention describes users who engaged with the feature; there was no controlled comparison showing a retention lift.
Services used:Lifecycle email and newslettersCRM integrations and marketing automation
