SAAS LIFECYCLE CASE STUDY
OpenPhone is the best phone system for teams. It brings calls, texts, and contacts into a collaborative workspace, and empowers teams to respond faster to customers with shared numbers, AI, and automations. OpenPhone has raised $56 million from investors like Tiger Global, Craft Ventures, and Slow Ventures.
The company is featured in the Top 100 Highest Satisfaction Products on G2 and the Top 50 Best Collaboration & Productivity Products. Only 1% of all software products on G2 receive annual awards, and OpenPhone received two.
Flow spotlight
Monthly Analytics Report
Driving product engagement and expansion
We shipped a Monthly Analytics Report email that shows how both individuals and teams used OpenPhone that past month.
The email also includes specific, personalized recommendations to users, based on actions they did and did not take in the product.
Admins see how many team members are currently in their workspace and get a gentle nudge to add more with simple-to-scan value props.
Year-In-Review
Reminding teams what they’ve accomplished
We shipped a year-in-review email to remind teams of the quantified value they’ve experienced through OpenPhone.
Teams and individual users see what they’ve done, their progress over the course of the year, and experience a “oh we use this product” feeling after reading it.
This email won Customer.io’s Best Email Campaign Design award (shoutout to Carolyne Gardener!)
Activation Checklist
Guiding new users towards high-value actions
We shipped a dynamic and personalized activation checklist.
It’s literally a checklist. Boxes are checked off based on what the user has actually completed. Not-yet-completed items link to help documentation and a walkthrough video.
Instead of relying on a hit-or-miss email series approach to activation, we put all the key actions in one email that we send multiple times to meet users exactly where they’re at.
Flows shipped/optimized
Continue your setup
Welcome series
Trial onboarding
Post-conversion activation
Team invites
Review requests
Premium plan upsell
Customer success check-in
Monthly analytics report
Long-term nurture
Reengagement
Winback
Credit card expiring soon
Upcoming annual renewal
Year-in-review
STAKEHOLDER TESTIMONIALS
Executive partner
Daryna Kulya
“Brian has been a long-term partner for OpenPhone, and a natural extension of our team. I love how he’s helped raise the bar in our lifecycle program with emails like the monthly analytics report and year-in-review. If you’re a startup founder looking to invest in lifecycle, you have to talk to Brian.”
Primary collaborator
John MacGaffey
“Brian is a terrific partner in shaping our lifecycle strategy. He’s not just a consultant — he’s integrated with our team, taking ownership of key campaigns and helping us ship changes on short timelines. His proactive approach has made a real impact, and I’d highly recommend him to anyone looking for a results-driven lifecycle marketer who truly cares about the success of their work.”