Insights
Practical writing from the work. Pick a category, or browse everything.
Showing 41 articles
Google Apps Script can call the Claude API directly from a Sheet, Doc, or Form, letting a script read data, send it to an AI model, and write the response back. Here is the general pattern and a simple example.
· 8 min read
Read articleA simple product spec for a small team states the problem, the outcome, and what is in and out of scope, in a page or two that people actually read. Here is how to write one.
· 9 min read
Read articleA Braze Canvas Flow is an always-on, event-triggered journey. Here is how to plan, build, and test one step by step.
· 8 min read
Read articleA shopping cart abandonment email recovers lost sales when it gets the timing, subject line and body right. Here is how to write one that actually gets opened.
· 8 min read
Read articleAI agents vs traditional automation is not a competition. The right choice depends on whether a task needs judgement or just needs repetition, and here is how to tell which is which.
· 9 min read
Read articleTo decide what to build first in an MVP, start from the single assumption you most need to test, and build only the smallest version that can test it honestly. Here is how to make that call.
· 9 min read
Read articleA Klaviyo abandoned cart flow recovers lost sales by emailing shoppers who leave without paying. Here is how to set one up step by step.
· 8 min read
Read articleCustomer retention is also a systems problem because lifecycle experiences only work if the data and triggers behind them fire reliably. Here is why that matters.
· 8 min read
Read articleThe first thing a small business should automate is repetitive, rules-based work with a clear trigger and a predictable outcome. Here is how to find it.
· 8 min read
Read articleCustomer touchpoints are every point of contact a customer has with your brand, and most teams only track a fraction of them. Here is how to map the ones that actually shape retention.
· 8 min read
Read articleTo validate a small software product idea, find out whether the problem is real, painful and worth paying to fix, before you write any code. Here is a practical way to do it in a few weeks.
· 8 min read
Read articleCustomer.io is a developer-first engagement platform built for product-led SaaS. Here is what it does, who it fits, and how it compares to the rest.
· 8 min read
Read articleTreating new vs returning customers as one audience is one of the most common segmentation mistakes in lifecycle marketing. Here is how to split them properly and what each group actually needs.
· 7 min read
Read articleMoEngage vs Braze is close on features. Here is where each actually wins, and how to decide based on channel mix, region and real pricing.
· 8 min read
Read articleInvoluntary churn, not voluntary cancellations, quietly drains a large share of subscription revenue. Here is how to build a dunning process that actually recovers it.
· 8 min read
Read articleBraze vs Klaviyo is a stage and channel question, not a features one. Here is how to actually decide, and where MoEngage or Customer.io fit better.
· 8 min read
Read articleMost loyalty programs get the points engine right and the emails wrong. This is the loyalty program email strategy that turns points balances, tier changes and expiring rewards into actual repeat purchases.
· 8 min read
Read articleA practical Klaviyo segmentation guide covering lists vs segments, predictive analytics, and the segment templates that actually drive revenue.
· 8 min read
Read articleMost customer retention email templates get written once, perform well by accident, and then get reused long past their expiration date. Here is the library worth keeping, and the trigger logic that makes it work.
· 8 min read
Read articleMarketing automation is triggers, campaigns and workflows, not one thing. Here is what each actually does and how to get started without over-automating.
· 8 min read
Read articleThe retention marketing statistics that actually matter: churn, lifetime value, involuntary churn, and loyalty data, with the context needed to use them without getting misled.
· 9 min read
Read articleMost CLV formulas hide the problem they are meant to solve. Here is how to calculate customer lifetime value by segment, not in one misleading average.
· 9 min read
Read articlePush notifications convert fast when they are relevant and get disabled fast when they are not. Here are the best practices that keep the channel working.
· 8 min read
Read articlePost-purchase journey optimisation is more than email cadence. Here is how to map delivery, support and messaging as one connected journey.
· 8 min read
Read articleRFM analysis scores customers by recency, frequency and value. Here is how to build it, step by step, and turn the scores into segments you can message.
· 8 min read
Read articleA customer health score only works if it is built from validated behavior, not guesswork. Here is a practical framework that actually predicts churn.
· 9 min read
Read articleA welcome email series should drive activation, not just say thanks. Here is the structure, timing, and metrics that make one actually work.
· 8 min read
Read articleA cross-sell and upsell email strategy built on behavior and timing converts far better than generic post-purchase promotions.
· 9 min read
Read articleThe email marketing statistics that actually matter for retention: benchmark open rates, click rates, revenue per email, and what they mean for your lifecycle program.
· 8 min read
Read articleSMS marketing for retention beats email on speed, but only for the right moments. Here is when to use it, and how to avoid burning your list.
· 8 min read
Read articleMoEngage is an AI-driven customer engagement platform built for real-time, cross-channel messaging. Here is what it actually does and who it is built for.
· 7 min read
Read articleBraze is a cross-channel customer engagement platform built for real-time, behaviour-based messaging. Here is what it actually does and who it is built for.
· 7 min read
Read articleA practical guide to Klaviyo flows for beginners: what they are, which ones to build first, and how to set up your first automated flow step by step.
· 8 min read
Read articleBehavioural email triggers fire based on real customer actions instead of a calendar date. Here's how to build ones that actually move retention.
· 8 min read
Read articleA post-purchase email flow turns a single sale into repeat revenue. Here's how to build one that actually retains customers.
· 7 min read
Read articleA practical customer journey mapping guide for tying every stage and touchpoint to real behavioural data instead of guesswork, so the map actually drives retention.
· 8 min read
Read articleA practical behavioural segmentation guide for grouping customers by actions, not demographics, with real thresholds and platform examples.
· 7 min read
Read articleReactive retention strategy waits for churn signals before acting. A proactive retention strategy builds interventions before customers ever think about leaving.
· 7 min read
Read articleEveryone tracks D30 retention. But by the time it moves, you've already lost. Here's how to build a measurement framework that tells you what's happening while you can still do something about it.
· 6 min read
Read articleRunning journeys without proper lifecycle segmentation is like building a house on sand. Here's the segmentation model that works across every fintech I've worked with.
· 9 min read
Read articleAfter auditing dozens of MoEngage setups, the failures follow the same pattern. It is almost never the platform. It is the architecture underneath it.
· 7 min read
Read articlePick the area that matches your problem.