The Programs That Generate Revenue While You Sleep
$495K+ in attributable revenue from always-on flows. Intent-triggered emails outperforming benchmarks by 2–3x. All running simultaneously while campaigns, events, and product launches were in flight.
CONTEXT
The infrastructure (lead scoring, flow architecture, HubSpot migration) was the precondition. What it enabled was a set of always-on programs that didn't need a campaign calendar to generate revenue — they ran on signal, on schedule, and on audience logic that could be updated without rebuilding from scratch. These weren't set-and-forget: they were continuously optimized, A/B tested, and reported on against revenue attribution, not just engagement metrics.
THE PROGRAMS
Demo Request Always-On Flow
Architected the global Demo Request flow targeting Leads, Free Customers, and Paying Customers worldwide — delivering dynamic content by lifecycle stage. Achieved 46–49% open rates consistently (more than 2x the internal 20.14% benchmark and industry 23.58% average). Deliverability: 0.34–0.36% unsubscribes, 0.001% spam complaints — both outperforming benchmarks.
Weekly Blog Newsletter
Owned and optimized the blog newsletter as an always-on acquisition and engagement program with persona-targeting, UK customer case study spotlights, and revenue attribution by send. Open rates consistently 46–49%. Notable sends: "How Rebecca Minkoff grew SMS revenue 23% in 70 days" — $33.3K attributable revenue; "How Eureka! Restaurant Group achieved 43x ROI" — $8.4K; "How Paul Smith achieved 62% revenue growth" — $19.7K.
Intent-Triggered Plays
Built intent-triggered email sequences for WhatsApp and Marketing Agent — activated by behavioral signals at the moment of highest intent (product page engagement, feature trial, account triggers). The WhatsApp intent email achieved a 40.8% open rate and 9% CTR. The Marketing Agent intent email hit 34.4% open rate, 4.01% click rate, 11.67% CTR, and a 17% CTR-to-sign-up conversion rate — all well above HubSpot and industry benchmarks.
BFCM Segmented Campaign + Quiz
Designed a BFCM program that split audiences by prior BFCM content engagement rather than customer status — personalizing messaging to congratulate engaged audiences on Klaviyo's impact and surfacing new trends for non-engaged ones. The quiz campaign drove 63% completion from email click-through. AMER open rates: 37.99% (engaged) vs. 23.42% (unengaged). EMEA: 49.53% vs. 15.13%.
Role
Head of Sales-led Lifecycle
Channels
Email · SMS · RCS · In-App
Timeline
H2 2024 – 2025
The Results
Intent Email Benchmarks
WhatsApp Intent
40.8% open | 3.7% click | 9% CTR
(vs. HubSpot Benchmarks: 20.14% / 0.62% / 3.96%)
Marketing Agent Intent
34.4% open | 4.01% click
11.67% CTR | 17% CTR-Sign-up
Growth Assessment
$18.6K MRR attributed
240 demo requests submitted
70% email CTR to form submission
BFCM Quiz
212.6K delivered | 34.97% open rate | 63% quiz completion from email click-through
$11K MRR attributed
“Ashley is one of the most talented and energetic lifecycle marketers I've had the pleasure of working with. She brings a genuinely strategic view of her craft while never being above rolling up her sleeves to move fast, without ever compromising on quality or attention to detail.”
— Fraser Brown, Klaviyo