Email Marketing & Lifecycle Manager
Abandonment Recovery, Pre-Move Nurture, Conversion
As part of a broader lifecycle marketing revamp, I rebuilt the abandoned cart email series at HireAHelper—personalizing based on behavior, timing, and urgency. Through segmentation, dynamic content, and smart A/B testing, I increased bookings by 360%, revenue by 363%, and CTR by 20% YoY. The new flow also lifted average order value by 63%, proving the right message at the right moment leads to bigger—and more frequent—conversions.
✅ +360% bookings from abandoned cart flow
✅ +363% email-attributed revenue
✅ +63% increase in average order value
✅ +20% click-through rate
✅ +62% conversion rate
✅ Custom dynamic content: quote cards, countdowns, stage-based CTAs
HireAHelper’s abandoned cart emails weren’t leveraging data or user behavior to personalize the experience. The flow was generic, unsegmented, and failed to address user stress or urgency. Based on user behavior insights and drop-off patterns, I saw a clear opportunity to recapture warm leads and nurture them more effectively toward booking.
The challenge was to:
Rebuild a smart, behavior-driven cart abandonment flow
Improve booking rates and overall revenue from email
Maintain a consistent and human tone during a stressful life moment
Coordinate with product and design teams to ensure cross-platform cohesion
This project was part of a larger lifecycle marketing revamp. I started with a journey map of the abandoned cart experience and aligned email timing to match high-conversion windows based on move date data.
Segmentation & Timing
Email 1: Sent 1 hour after cart abandonment
Emails 2–3: Sent 1 day apart to re-engage with helpful reminders and added value
Emails 4–6: Triggered based on the user’s scheduled move date: 7, 5, and 3 days prior
Personalization Tactics
Dynamically inserted quote cards with saved mover info and pricing
Used a countdown timer to the user’s move date
Stage-specific CTAs: «Lock in your mover,» «Get matched again,» or «Still need help?»
Tone & Voice
The tone was casual, conversational, and reassuring. Moving is inherently stressful, so the emails were written to create urgency while reducing friction and reminding users we’re here to help—not pressure them.
A visual breakdown of the discovery phase, mapping how users interact with the site and where drop-offs happen—used to inform timing and segmentation of the new abandoned cart strategy.
Managed campaign builds, QA, and approvals across teams
Built workflows in HubSpot with dynamic branching and smart lists
Created project plans, coordinated copy/design feedback in Confluence, and met tight deadlines for weekly deployments
A/B tested subject lines, emoji use, from names, quote card placement, and CTA color and copy
Aligned with product and engineering to ensure a cohesive experience across email and in-app
Examples of the revamped emails featuring dynamic quote cards, countdown timers, and gamified elements like the scratch-off—tailored to each user’s lifecycle stage and intent.
Visual of the 6-email automated journey in HubSpot, branching based on abandonment stage and user move date. Includes triggers, delays, and conditional logic.
When email is deeply aligned with intent and timing, results can scale dramatically
Personalization and journey-based segmentation led to bigger conversions—not just more of them
A focus on relevance over frequency helped boost average order value and reduce unsubscribes
Email remains one of the highest-leverage lifecycle channels—especially with the right data and testing
