A recent study by Boston Consulting Group found that aggressive personalization

efforts increase top-line revenue by 6 to 10%. While many marketers are making

progress on their personalization efforts through email and website recommendations,

the biggest potential lies in personalizing the entire customer lifecycle. It may sound

daunting — or even impossible to execute on with legacy platforms — but with

Sailthru’s Lifecycle Optimizer tool, any brand can make it a reality.

Triggering Revenue Growth with Sailthru’s Lifecycle Optimizer

Success Story

How General Assembly is Using Sailthru to Maximize the Customer Journey General Assembly — the global education company

that teaches individuals and companies the tech skills

to stay competitive in the digital economy — began

working with Sailthru in 2016. With both online and

in-person classes, General Assembly has built a

content and commerce focused brand with a 70,000+

community of learners and career-changers, plus a

network of 19,000+ hiring partners.

As a younger, high-growth company, General

Assembly’s marketing team is lean and mighty, and

one of its key challenges is how to efficiently nurture

someone from a potential student all the way through

to becoming a graduate.

That’s where Sailthru comes in. Check out the use

cases below to see how General Assembly uses our

email personalization and Lifecycle Optimizer product.

Piece together the long life cycles they see in their businessGetting the right content to the right person at the right time is paramount for the brand. General Assembly sends an onboarding series, post-purchase flows for workshops, pre-work for new students, and an alumni “offboarding” series.

Test complex reengagement pathsThe timing of emails depends on inactivity and timely promotion which will ultimately determine the mix of sales and content focused emails.

Send browse abandon emails by product GA uses their content library to help nurture people’s interests based on their behavior, like behaviorally-triggered, lead capture, and click.

General Assembly uses Sailthru’s email personalization and Lifecycle Optimizer product to:

Why Lifecycle Optimization is the Best Way to Build, Test, and Measure Journeys Without Tech Resources Lifecycle Optimizer is designed with

fully integrated AI which gives you the ability to trigger messaging based on future action, like predicted purchases, opt-outs and much more

It supports 16 different flow entry points (and growing) - welcome series, cart and browse abandon, post-purchase campaign, predicted churn and more

The key to Lifecycle Optimizer is channel optimization - you can automatically send a message to the right person on the right channel based on where they are most likely to engage

The flows you create and the emails sent in the flows can all leverage every datapoint held on the Sailthru customer profile

Testing is central to Lifecycle Optimizer - it enables you to test any factor of the flow from wait period to email sent and add test subjects to discrete cohorts for long term engagement tracking

The 5 Differentiators of Sailthru’s Lifecycle Optimizer

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“Given that many of our customers have a long consideration window and lifecycle—from initial curiosity to lead to student to alumnus—it’s been a perennial challenge to connect those moments together and figure out the best way to nurture and engage along the way. Lifecycle Optimizer has opened up some powerful doors to let us test into meaningful solutions.”

Greg Mortimer - Director, Email Marketing + CRM

General Assembly + Sailthru: 3 Game-changing Lifecycle Optimizer Use Cases

Without LO The GA team didn’t have development resources to set up unique journeys

With LO LO has flexibility to create and monitor flows without heavy lifting

Use Case:

• Local marketing teams were manually sending pre-course assignments to newly enrolled students, which created an inconsistent experience from metro to metro.

• Sailthru’s Lifecycle Optimizer lets GA standardize the sending of pre-work, including reminder emails for students to complete their assignments.

• WIN: This saved local teams man-hours and likely contributed to a drop in the student cancellation and withdrawal rates.

The email workflow was incredibly manual for General Assembly given they educate in a variety of local markets. In order to optimize email messaging, GA had to change their approach. Now, the team can automate follow emails, course reminders and more all while keeping messaging in tune with their local markets.

Don’t let limited resources be your bottleneck1.

Without LO Because of the need to scale leads in so many markets, it’s challenging for daily campaigns to segment on many user interests and behavior

With LO Multi-touch communication flows in LO are built to personalize the lifecycle, respond to behavior, and better frame the value props of GA’s courses through narrative and content

Use Case:

• Leads are the core of GA’s consumer business. Creating multi-touch browse abandon flows to users who viewed its product pages offered a new way to drive lead generation.

• The resulting flows—leveraging relevant content and higher-funnel products like workshops—have given GA the opportunity to do better product marketing, and have helped increase leads for its highest-value full-time career accelerators by 12%.

GA currently has over 100 active flows in Lifecycle Optimizer. This allows their lean team to make big impacts. Automation within their multi-touch journeys allows GA to test and discover intent.

Reap the benefits of an automated multi-touch journey2.

Without LO Nurturing a relationship based on the acquisition source was complicated and manual

With LO Sailthru’s Lifecycle Optimizer makes it easy to create a flow based on the acquisition source

Use Case:

• We can much more easily test onboarding for lower-LTV users who likely need more awareness-building at the beginning.

Results Highlight

• Thanks to LO testing, GA was able to prove that higher-touch, awareness-building content correlates with a 40% increase in leads from users we acquire through sweepstakes.

Retention is critical. Knowing where your customers come from in the first place - and nurturing them accordingly - is make or break when it comes to keeping them engaged. GA has begun to use LO to tailor its onboarding to users based on their acquisition source.

Smart nurture = effective nurture3.

To see Sailthru in action, contact us at 877.812.8689

or visit Saithru.com for more information

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About Sailthru

Sailthru, a CM Group brand, helps modern marketers drive higher revenue, improve customer lifetime value and reduce churn by using its powerful suite of connected capabilities. Sailthru’s high-performance email, website personalization, mobile marketing automation, and unique integrations power new customer acquisition by leveraging machine learning and first-party data to easily deliver relevant, personalized engagement across all channels. The world’s most innovative publishers, including Business Insider, Refinery29 and Food52, and the world’s fastest growing ecommerce companies, including Rent the Runway, JustFab and Alex and Ani, trust Sailthru to help them succeed. For more information, please visit www.sailthru.com.