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The challenge
Ryft had built significant momentum following its Series A funding but was underutilising one of its most valuable marketing assets: an existing database of over 10,000 contacts.
Without nurture programmes, lifecycle journeys or structured reporting, email was generating little commercial value and there was limited visibility into audience engagement. The team needed a scalable foundation that could support future demand generation efforts.
We had a large contact database that was essentially sitting idle - no sequences, no nurture, nothing. Mesa Growth came in, got up to speed quickly, and built out the full email programme in Customer.io. They documented everything so the team could continue building on it after the engagement ended.
Anthony Aslan
Director of Demand Generation
Ryft
What we changed
- Audited product positioning, messaging themes, and lifecycle opportunities
- Developed a nurture strategy for Ryft's existing contact database
- Defined content pillars and repurposed existing content assets
- Created sequenced email copy and touchpoints
- Built automation workflows and journey logic within Customer.io
- Established reporting and performance measurement
- Created documentation to support ongoing optimisation and execution
The results
12 week
email nurture journey created
Product content
translated into lifecycle campaigns
Customer.io
workflow & automation built
What compounded
What kept paying back after the engagement:
Stagnant product & customer content repurposed
Lifecycle marketing became repeatable
Customer.io became operational
Email performance became measurable
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