A lifetime in lifecycle marketing. Currently connecting families globally at Tinybeans.

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Hi! I’m Ivana. I’ve likely sent you an email at one of my past gigs. I’ve likened myself to the “Carrie Bradshaw of email” because really, all this comes down to is building relationships, understanding people’s needs and sending them the right message at the right time (all, of course, with their permission).

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Over the past decade, I’ve focused my career in DTC, successfully working with early stage startups (like Knix and Sheertex). Building out lifecycle programs from first purchase through to repeat purchase.

Most recently, I’ve joined Tinybeans (a private, photo sharing app for families) with a focus on improving user onboarding, transactional emails and free to paid user conversion. All while driving forward email marketing improvements with our editorial and sales teams.

Project 01

01

40% of new users upload a photo on day 1. Only 5% of the remainder come back.

Brand: Tinybeans, a private photo sharing app for families

The goal: Users to upload 20 photos and invite 5 family members to join their private journal.

The plan: While the onboarding journey spans over 2 weeks and educates users on making the most of the app, the key date for success is on day 1. We improved our original welcome email, clearly outlining the goal of the email (upload a photo). We added in a push notification (to opted-in users, limited to Android only) and a reminder email (to those not opted in to push) 2 hours later to users who have not uploaded a photo.

The onboarding journey was split into 4 journeys, all based on the users actions in the app.

Upload a photo
Add a child
Invite family
Engaged/Unengaged user split with a focus on content

The user would flow into these journeys based on their behaviour. Once a user adds a photo, we’ll check if they’ve added a child or invited family members. If yes, they move into our engaged user journey where they are introduced to Tinybeans content and a paid subscription offer. If no, they will enter the next flow.

The result: 72% of users are now uploading a photo within the first 2 days. And 60% of users are hitting the overall goal (20 photos, 5 followers within 2 weeks). In addition, we’ve seen a 4% increase in users converting to a paid subscription in their first month.

See the full journey

Project 02

02

Current design

Improve newsletter click through rate to drive more sessions to site with editorial and sales content.

Brand: Tinybeans, a private photo sharing app for families

The goal: Increase blended CTR of all content newsletters from 0.11% to over 1%.

The plan: This was a massive undertaking that required a lot of collaboration with several teams (product, sales, editorial, growth). We broke down the problem into several chunks:

Find replacement for internal custom email builder.
Refresh design with mobile-first approach.
Review list hygiene.
Provide inventory of new content blocks that sales and content can incorporate into campaigns.

We sourced an email builder the team was already familiar with and tasked our design team to refresh newsletter to current brand standards.

Reviewing list hygiene was a difficult sell internally. The sales team sells based on volume and as a result, Tinybeans had some poor list growth practices in place. I had negotiated ending existing data vendor partnerships after adding tracking to campaigns and showing zero ROI and had recommended new data vendor partners. I had focused on improving opt-ins through our website, moving away from giveaways to be more tailored to our audience and focused on content.

My approach to list hygiene is who absolutely does not need to receive this email and working back. We determined to define our engaged users as someone who has opened or clicked an email, or opened the app, or been on our site in the last 6 months or joined in the last 45 days. This step alone increased CTR to about 0.6%.

Over the months, we’ve tested out new elements to keep pushing for 1% CTR. Adding in trivia questions, editor product recommendations (contributing to affiliate revenue), quotes, social feeds and special edition newsletters for holidays.

The result: Through this strategy, a rebrand and countless tests, we successfull hit our goal within the year. The blended CTR of all content newsletters has increased to an average of 1.6%.

Curious what it looked like before?
Original version
v2