Optimizing Email + SMS automation based on user behavior and product relationship to improve conversion, repeat purchase, and long-term customer value.
This case focused on systematically optimizing iGulu's original CRM automation flows so automated touchpoints were no longer only basic reminders, but a more complete journey aligned with user lifecycle, product understanding, and purchase psychology.
iGulu's user path does not end with one purchase. Before buying, users need to understand product value; after add-to-cart or checkout, they may hesitate because of price, perceived complexity, product choice, trust, or support. After purchase, they need usage education, ingredient-kit replenishment, new product discovery, and repeat-purchase reminders. Email and SMS were therefore coordinated to support different user stages and intent levels.
This optimization was not simply a copy rewrite. It redefined the role of each automation flow in the user lifecycle and asked what specific barrier each touchpoint needed to solve: product understanding, trust, price hesitation, or repurchase timing.
Through this optimization, CRM automation became a continuous lifecycle system covering awareness, abandonment recovery, post-purchase education, and repeat-purchase reminders. Post-purchase Flow revenue increased from $80 to $747 in a single month, showing that user education and trust maintenance after purchase can become a meaningful long-term conversion touchpoint. SMS also evolved from a supporting reminder channel into a more active conversion layer: SMS automation reached a peak monthly revenue of $7,230, with the highest SMS Flow conversion rate reaching 3.64%, and click rates remaining above the 26% industry median.
Image order: flow list first, then abandoned checkout recovery mind maps for F1 and S1.
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