MOBILE APP LIFECYCLE CASE STUDY

a hand gesturing gently on still water
Industry
Health and Wellness
Year Founded
2018
HQ
Los Angeles, CA
Tool
Klaviyo
O-p-e-n logo

Open is a mindfulness studio for everyone. A place to come to your senses — meditation, music, breathwork and movement awaken your body and mind. Open was named “The Best in Apps” by Apple, and has raised $14.5m in funding to bring their transformative methodology to the masses.

There is great power in the present, and Open does everything in their power to bring you there.

Flow spotlight

Abandoned Checkout email
Abandoned Cart

83% trial start lift

We refreshed Open’s abandoned cart flow to drive towards classes, highlight social proof, and share their methodology.

Three months after launch, the abandoned cart flow led to an 83% trial start lift compared to the previous period.

Time to Refill email
Reengagement/Sunset Flow

9% reengagement rate

We built a reengagement/sunset flow that sent the best of Open’s content to people at risk of disengaging.

The flow was targeted at recipients who hadn’t opened in months, and reengaged 9% of them, translating to thousands of people who would’ve otherwise fallen off the map.

High Spender email
Studio Upsell Series

↑ offline and online engagement

The studio upsell series sends to people who have attended live classes at Open’s studio in Venice, California. It was designed to accomplish a number of goals including more IRL classes taken, Open app trial signups, and number of guests brought to classes.

It’s a flow that bridges offline and online worlds together.

Scope of work

Flows shipped/optimized

Abandoned cart

Winback lost customers, trialists, accounts, and email subscribers

Studio upsell series

App download reminder

Reengagement/sunset flow

Free trial series

Trial ending reminders

Onboard new paid users

Upcoming flows

Milestone rewards

Automated feedback loops

Review requests

Upcoming classes dynamic email

Your Open year-in-review

STAKEHOLDER TESTIMONIALS

Executive partner
Tran Wu

Becca James

VP of Marketing

“Brian is different. He cares about your business like it is his own. And lifecycle is his genius – the success of our optimizations across email, push, and modal is proof of that. Whether it's up-leveling the foundation of your business or testing new ways to increase conversion, your bottom line will be better after working together.”

Primary collaborator
Jasmine Simmons

Makeda Diggs

Head of Performance Marketing

“Brian knows all the moving pieces of lifecycle inside and out. Whether it's what to make, who to send it to, data model nuances, or the details of buildouts, Brian handles it all.”