The Situation
A French B2B SaaS company with 500,000+ users globally was sending renewal emails — but flying blind. No tracking infrastructure. No structured A/B testing. No reliable data to understand what was working, what wasn’t, and why.
Email volume and per-sequence performance were completely invisible. The team had no way to attribute revenue to specific sequences, compare variants, or make confident decisions about what to send next.
What We Built
A complete rebuild of the renewal email system from scratch, in four parts.
Tracking Infrastructure
Set up SendGrid categories and event tagging across every sequence — so data was actually usable. Before this, you couldn’t tell which email drove a renewal, or even how many emails had been sent in a given period. Now every click, open, and conversion is attributed to the right sequence.
Campaign Architecture
Designed a 13-sequence renewal lifecycle covering every touchpoint in the customer journey:
- 21 days before expiry through 15 days post-expiry
- Two customer segments: about-to-expire and expired
- Each sequence purpose-built for its moment in the lifecycle
A/B Testing System
Ran a full tone test across all 13 sequences simultaneously: Human vs. Corporate. Statistically comparable send volumes on each variant. Built a per-day normalization methodology to compare phases with unequal observation windows — so the results were actually valid.
Human variant won 12 of 13 sequences.
Executive Reporting
Produced a full performance report with per-sequence breakdown, AOV analysis, revenue attribution by segment, and clear recommendations for the next cycle.
The Results
Over the measured period:
- Revenue per day: +19.7% (€442 → €530)
- Average order value: +12.5% (€200 → €225)
- Open rate: 50.5% across 10,046 emails sent
- Human variant won 12 of 13 A/B test sequences
- Total revenue tracked: €100,520 across 480 sales
The company went from invisible email operations to a fully instrumented, data-driven renewal system.
Stack
SendGrid · Data Analysis · A/B Testing · Email Copywriting · Campaign Strategy
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