How ClickUp Boosted Net Dollar Retention by 9% with Iterable

ClickUp is a versatile productivity platform that simplifies team collaboration on tasks, documents, and chat. With a bold mission to consolidate multiple productivity tools into one app, ClickUp aims to boost user efficiency and engagement. 

Operating in the competitive B2B sector, ClickUp serves diverse workspaces that need strong data management and personalized user experiences. The advanced marketing technologies experience of ClickUp’s Senior Email Marketing Manager, Aaron Hanson, is key for driving user adoption and ensuring clients get the most out of the platform.

ClickUp encountered significant limitations with their previous email service provider (ESP), Drip. Aaron noted, “We couldn’t build complex journeys with our previous ESP. Iterable enabled us to leverage our data and user activity to create more personalized messaging.” 

The inability to manage intricate user journeys and utilize advanced data effectively hindered ClickUp’s efforts to drive user adoption and engagement. This was particularly challenging for a B2B company like ClickUp, which needed tailored communication strategies for different workspaces and user behaviors. 

Switching to Iterable opened new possibilities for personalization and operational efficiency that were previously out of reach. The transition was seamless, with the Iterable team providing a detailed migration roadmap, outlining each step of the process. This included data extraction from Clickup’s old platform, data mapping, and integration planning. Aaron highlighted, “Their team ensured we had all the necessary resources and support, which made the migration smooth and stress-free.”

Integrating Iterable’s API has brought significant efficiency gains to ClickUp’s growth marketing team. Aaron explained, “Iterable’s extensive API endpoints save us over 15 hours each week by enabling us to efficiently manage our campaigns and templates, while effortlessly pulling metrics.” This capability has streamlined various aspects of their marketing operations, from data retrieval to campaign management. 

By leveraging these API endpoints, ClickUp can automate routine tasks, enabling the team to focus more on strategic initiatives rather than manual processes. This efficiency not only optimizes their workflow but also enhances their ability to deliver timely and relevant communications to their users.

One of ClickUp’s standout successes using Iterable was their reactivation program aimed at re-engaging dormant users—those who have not used the app for 30 days or more. By leveraging Iterable’s robust data handling capabilities, ClickUp implemented fear-of-missing-out (FOMO) tactics that delivered impressive results.

Aaron shared, “With the reactivation program, we improved our Net Dollar Retention (NDR) by 2% in the first month and by 9% after five months.” Net Dollar Retention (NDR) is the most important stage that occurs after someone becomes a customer. This is the experience that leads them to pay more for the product or service after receiving value or refer others (in this case to their account). As Dillon Nuanes, Director of Retention & Lifecycle at ClickUp explained at Activate Summit, “This program not only boosted user engagement, increasing reactivation rate by 5%, but also significantly contributed to revenue growth. The ability to craft and execute such targeted campaigns highlights the transformative impact Iterable has had on ClickUp’s marketing strategies.”

ClickUp’s journey with Iterable showcases how innovative tools can drive efficiency, personalization, and growth. Speaking of efficiency, ClickUp is excited about the possibilities of AI and looks forward to embracing Iterable’s AI Suite to continue pushing boundaries and shaping the future of productivity.