Problem:
The Lifesum app needs users to log their meals daily to track their calorie & macronutrient intake, identify eating habits, and find opportunities for improvement to get the full value of the product.
Keeping users engaged week after week after the initial "excitement" phase fades away has always been challenging. We also wanted to find ways to use the available user activity data in a fun & engaging way.
Solution:
We built a "Weekly Progress Report" email that uses available data to highlight the achievements of the user for the previous week.
We started with creating a series of Webhooks, triggered by different custom events (like tracking a meal) that sent a Braze-to-Braze webhook message to create a new custom attribute which would be the total number of times the event was triggered that week. For example: ""total_lunch_tracked"" = 6.
Next, we used Liquid & Conditional Logic in an Email Campaign sent every Sunday to show how many breakfasts, lunches, and dinners a user had, how many days they were active, what's their current Meal Plan, their current LifeScore in the app, and more based on these new custom attributes that the Webhooks created.
Results:
- 2-4 weeks estimated engineering time saved
- 74.8% of users start a session after the email
- 68.6% track a meal in the app after the email
- 56.5% retention on D7 (+14% uplift from control)
- 35.6% retention on D14 (+62% uplift from control)
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