Case Study
CheckCheck App
How We Turned a Fragmented Messaging Stack into a Full Braze Funnel Driving $2,000/Day in Extra Revenue
Frank Cebel, Marketing Head - Spruce
“We inherited a list and a tech stack that we didn’t fully trust. They helped us rebuild from the ground up—unifying email, SMS, and push, fixing deliverability, and turning ‘cold’ contacts into paying users. The extra revenue from flows alone more than justifies the partnership. Our lifecycle system finally feels like an engine, not a guess.”
Join over 50 founders
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email marketing
Location
USA
Industry
SaaS
Result
$2,000/Day in Additional Revenue with a Unified Lifecycle System
Overview
Spruce is a cleaning and chores service app that helps residents book housekeeping, tidy-ups, and other home services with just a few taps. For many of their properties and users, Spruce is the backbone of a clean, well-managed living experience.
But like many fast-growing apps, Spruce’s lifecycle and messaging stack had grown in pieces:
Different tools handling different channels
Legacy audiences that had never been properly activated
Untapped revenue hiding in underused email, push, and SMS
We helped Spruce unify their lifecycle marketing around Braze, re-engage cold users, and build a complete funnel that turned dormant contacts into active, recurring bookings.
Result:
Email deliverability jumped from 10% to 61% in just 30 days,
and the new lifecycle system generated roughly $2,000/day in additional revenue—purely from Braze-driven email, SMS, and push campaigns.
The Challenge
When we first engaged with Spruce, they were facing three key issues:
1. A Large, Under-Activated User Base
They had a substantial list of users and past bookers who weren’t engaging regularly with messages—and in some cases, weren’t hearing from Spruce at all.
2. Messaging Fragmented Across Tools
Email, push, and other lifecycle communications were split across multiple platforms, with no single system orchestrating the full customer journey.
3. Serious Deliverability Problems
Email deliverability was sitting around 10%, meaning the majority of messages weren’t even making it into inboxes. It didn’t matter how good the offers were if users never saw them.
Spruce didn’t just need “more campaigns.”
They needed a central brain for lifecycle and a system that:
- Reached users reliably
- Turned engagement into bookings
- Worked across email, SMS, and push in a coordinated way
What We Did
We approached Spruce’s situation as a Braze-centric lifecycle rebuild.
1. Unified Lifecycle Around Braze
The first step was to make Braze the single source of truth for messaging:
Routed key lifecycle events and user data into Braze
Centralized orchestration for email, SMS, and push
Removed unnecessary fragmentation from legacy tools
Built a structure that supported both one-off campaigns and automated journeys
Braze became the hub for all communication, allowing us to control timing, logic, and personalization from one platform.
2. Re-Engaged Dormant Users with Safe, Structured Campaigns
Spruce had many users who had:
Tried the app once
Booked in the past but not recently
Signed up but never completed a booking
We designed re-engagement campaigns that:
Treated them like warm-but-dormant users
Gradually re-introduced Spruce’s value (easy bookings, trusted cleaners, convenience)
Used careful volume and segmentation to protect deliverability
Invited users back with clear, simple CTAs (book now, see services, schedule a clean)
Through Braze, we could target based on behavior, recency, and property type—making each message feel relevant instead of random.
3. Built a Complete Funnel in Braze
Once deliverability and re-engagement were moving in the right direction, we built out a full lifecycle funnel inside Braze, including:
Welcome Flows
For new and revived users, introducing how Spruce works, what services are available, and why booking through Spruce is easier than juggling multiple providers.
Onboarding & Activation Flows
Nudging new sign-ups to complete their first booking, with reminders, education, and gentle prompts.
Abandoned Booking Flows
Targeting users who started but didn’t complete a booking—reminding them to finish, clarifying steps, and removing friction.
Post-Service & Review Flows
Following up after a service with thank you messages, review requests, and invitations to schedule the next service.
Upsell & Cross-Sell Flows
Introducing additional services (like recurring cleans, deep cleans, or special add-ons) based on previous usage and property type.
All of this lived inside Braze, with clear entry and exit conditions, so users were guided through a sensible, value-driven journey instead of getting random blasts.
4. Coordinated Email, SMS & Push as One System
We didn’t treat channels separately. Instead, we used Braze to coordinate:
Email for deeper messaging and offers
Push notifications for timely reminders and nudges
SMS for high-intent, time-sensitive communication (like booking confirmations or last-chance reminders)
This multi-channel approach ensured:
Users received the right type of message at the right moment
Important actions (like finishing a booking) weren’t missed
No channel was overused to the point of fatigue
Braze’s segmentation and journey builder made it possible to orchestrate all of this from one place.
5. Gave Spruce Tools & Templates to Move Faster
We also:
Built branded email templates inside Braze
Created reusable content blocks for different types of campaigns
Provided guidelines and structure so Spruce’s team could continue launching new flows and campaigns without starting from scratch every time
This made the new system sustainable, not just powerful.
The Solution (The System We Built)
By the end of the main build, Spruce had:
Braze as their central lifecycle platform
A re-engagement engine for dormant and low-activity users
A robust set of automated funnels (welcome, onboarding, abandoned, post-service, upsell)
Coordinated email, SMS, and push journeys
Templates and tools to keep improving and iterating
This turned lifecycle from a loosely managed channel into a structured revenue system.
The Results
The transformation was clear and fast.
📬 Deliverability: From 10% to 61% in 30 Days
After unifying under Braze and restructuring campaigns:
Email deliverability climbed from 10% to 61% in about a month
A far greater share of users actually received emails in their inboxes
Engagement metrics rose alongside deliverability, as more people saw messages they cared about
💰 ~$2,000/Day in Additional Revenue
With the funnels and multi-channel engagement live:
Spruce saw about $2,000/day in additional revenue coming from lifecycle marketing alone
This uplift came from a mix of first bookings, repeat bookings, and upsells driven by the Braze system
For an app like Spruce, this meant lifecycle marketing was no longer just a “support channel”—it became a major contributor to daily revenue.
📈 A Scalable, Long-Term Lifecycle Engine
We continue working with Spruce to:
Refine segmentation and triggers
Add more nuanced flows (e.g., property-specific logic, seasonal cleaning pushes)
Optimize channel mix (email vs push vs SMS)
Evolve the system into a long-term lifecycle asset rather than a one-time build
Conclusion
Spruce had:
A valuable service
A large base of users
Fragmented tools
And underperforming lifecycle channels
By making Braze the central hub, designing a complete funnel, re-engaging dormant users, and orchestrating email, SMS, and push as one system, we helped Spruce:
Lift deliverability from 10% to 61%
Add around $2,000/day in revenue
Turn lifecycle into a predictable, scalable growth engine
For Spruce, lifecycle marketing is now a core pillar of growth, not an afterthought.
Want results like this?
If you're looking to:
Migrate competitor users
Activate old or cold lists
Achieve inbox placement at scale
Build a reliable, high-volume user acquisition engine
Grow daily signups without ads
We can help you replicate this exact system.
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