A SaaS company headquartered in Dubai offering project management software was investing in multiple marketing channels—but their email automation and engagement metrics were underperforming.
Despite having a growing user base and solid content, open rates were flat, and conversions from email were below industry benchmarks. That’s when they reached out to Code Elevator to revamp their email marketing strategy for performance, personalization, and scale.
- Open rates stuck around 15% (well below their industry average of 22–25%)
- Email flows were inconsistent and not tailored to user behavior
- Low engagement with onboarding sequences and upgrade CTAs
- Limited A/B testing and outdated template design
- No clear segmentation for different lifecycle stages
- The goal was to improve engagement, conversion, and revenue from email, particularly from automated sequences like onboarding, trial-expiry, and upgrade campaigns.
Code Elevator assembled an email marketing optimization team:
- 1 Email Marketing Strategist
- 1 Copywriter with SaaS experience
- 1 Automation Specialist (ActiveCampaign/Klaviyo expertise)
- 1 UI/UX Email Designer
Execution
Phase 1:Audit & Benchmarking (1 Week)
Reviewed performance of existing sequences and broadcast emails
Benchmarked key KPIs (open rate, CTR, conversions)
Mapped gaps in lifecycle emails (e.g. missing trial-ending reminders, poor reactivation flows)Phase 2:Segmentation & Personalization (1 Week)
Segmented users by role (freelancer, team leader, agency), feature usage, and behavior
Set up tagging for in-app behavior to trigger targeted email sequences
Built audience-specific flows: onboarding, feature discovery, upgrade nudgesPhase 3:Creative Redesign & Copywriting (2 Weeks)
Designed responsive, branded email templates optimized for mobile
Rewrote all sequences with benefit-driven CTAs and action-oriented subject lines
Integrated testimonials and feature highlights into upgrade emailsPhase 4:Automation & A/B Testing (2 Weeks)
Implemented A/B tests on subject lines, CTA placement, and timing
Automated flows in ActiveCampaign with logic for pausing emails after conversion
Deployed reactivation campaigns for disengaged users
Code Elevator didn’t just tweak our email flows—they transformed how we speak to customers. We’ve never seen this level of lift from email before.
Marketing Director, Dubai SaaS Brand
Results
- Open Rate: Improved from 15% → 28%
- Click-Through Rate (CTR): Increased by 44%
- Conversion Rate: Doubled from 3.5% → 7.1% across upgrade and onboarding flows
- Email-Driven Revenue: Grew by 103% in 3 months
- Churn Reduction: 20% reduction in cancellations due to better onboarding
Tech Stack & Tools
- Email Platform: ActiveCampaign
- Automation: Conditional logic workflows, behavior-based triggers
- Design Tools: Figma, Litmus (for testing)
- Analytics: ActiveCampaign Analytics, Google Analytics (UTM tracking)
