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💻 Product

Core value proposition

ToolJet is a low-code, open-source application builder targeted toward building internal tools, and back-office applications that need to be connected with various data sources. Its core value proposition lies in the ability to customize tools for specific use cases and integrate them with existing workflows. The platform's low-code nature and user-friendly interface are key factors that encourage users to develop custom solutions using ToolJet.

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It also features a native low-code database, a marketplace for integrations (currently in beta), and a workflow builder for automation (also in beta), positioning it as a comprehensive full-stack solution for internal tool development. However, these are not considered to be sub-products since they do not provide value individually and are extensions or add-ons to the application builder.

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Overview of ToolJet Platform

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👩🏻‍💼 Users

​ToolJet has two versions of the product-

• Cloud, hosted by ToolJet itself
• On-premise, hosted by the company themselves

Low-code integrations, data security, and ownership are key considerations when picking a service to build internal tools. Large companies prefer to use the on-premise version of the product and host it in their environment. Whereas, smaller companies usually have simpler use cases with a shorter lifespan. They often lack the resources or time to host and maintain the tool themselves and prefer the cloud product.

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Hence, cloud and self-hosted are considered to be two different product lines that cater to two different ICPs.

🏢 Company profiles

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💼 Admin

This is the buyer ICP which is usually the CEO, CTO, VP, Engineering Director/Manager, etc. based on company size.

• Job To Be Done (JTBD)- To optimize internal processes by utilizing tools like ToolJet, which offers significant cost and time savings
• How they experience value prop- Given their JTBD, buyers recognize the core value of our product once an application is deployed and both they and their end-users start using it to enhance their processes
• Natural frequency- They typically access the application weekly or bi-weekly to manage users, oversee releases, and approve work
• Key features valued-
• • Authorization- Single-Sign-On (SSO) using directories like LDAP, SAML, OIDC, etc.
  • Authentication- Role Based Access Control (RBAC) for all users & resources
  • Data management- Robust data source connections and a secrets manager for secure data handling, all underpinned by RBAC
• Core action- Renewing the subscription to continue deriving value from these capabilities

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⚒️ Builder

This is the influencer ICP which is primarily developers who are tasked with building applications, and in larger organizations, this group may also include Quality Assurance testers (QAs) and DevOps personnel.

• Job To Be Done (JTBD)- Quickly and efficiently build and maintain custom applications.

• How they experience value prop- Influencers directly perceive the value of ToolJet when they can swiftly and successfully build an application, noticing the ease and speed of the development process. Hence, the completion and release of an application serve as key indicators of this success.

• Natural frequency-
  This varies throughout the year, peaking during active development phases and tapering off post-release. The intensity of use differs among roles-
• • During development- Developers are engaged almost every weekday, whereas QA involvement is minimal
  • During testing- QAs are highly active almost every weekday, with developers also involved several times a week to address any issues while testing
  • Release- DevOps is highly active in ensuring smooth deployment
  • Post-release- Activity levels depend on the need for ongoing maintenance and updates
• Key features valued-
• • Application builder- Offers a low-code interface with drag-and-drop pre-built components and a low-code query editor for quick application development
  • Workflow builder- Simplifies process automation with a low-code interface that enables the triggering of events and actions within the application
  • Multiple environments- Supports the use of multiple environments- development, staging, and production- enhancing data security and facilitating thorough testing
  • Versions- Enables easy iteration through straightforward version management
  • Git sync- Provides seamless backup and data synchronization with Git repositories, and supports easy migration for companies using multiple instances.
• Core action- Creating, editing, and releasing applications

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👩🏻‍💻 End-users

These are the users for whom the applications are being built. They are primarily employees within a company who use internally developed tools. Depending on the use case, external agencies or vendors might also interact with these applications.

• Job To Be Done (JTBD)- Utilize the applications to streamline their workflows
• How they experience value prop- Once they use the applications they would realize the value of having a custom tool tailored to their needs in their workflow
• Natural frequency- Their activity begins only after the first application they have access to is released. Their frequency fully depends on the kind of applications that are created-
• • Daily use apps- Customer support, CRM, project management apps, etc.
  • Weekly use apps- Roadmap manager, release tracker, performance monitoring, etc.
  • Monthly use apps- Marketing campaign managers, accounting, invoicing tools, etc.
  • Yearly use apps- tax calculation, HR management, feedback, compliance, etc.
• Key features used- End-users are not exposed to most of ToolJet's features. They only have permission to view the main dashboard and use the apps created.
• Core action- Launch application/ open application URL

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🧮 Engagement Framework

Framework selected- Frequency (Primary) & Breadth (Secondary) ​

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🏋️‍♂️Active org of ToolJet

Engagement within ToolJet is assessed at an org level due to the varied activity frequencies across different user roles. An org is activated once it releases at least one application that connects to a data source. While application development and release occur sporadically, end-user engagement should stabilize over time after the initial release. Applications tend to get built and released in batches with a few applications created in a month and then again another few a couple of months later.

An org is considered active if there has been end-user activity within the last year. This accounts for orgs that may only need low-frequency apps. Additionally, since subscriptions are renewed annually, a failure to renew is a definitive indicator of churn for paid customers.

👩🏻‍💼 Customer Segmentation

Based on the discussions with clients and data of the cloud version of the product, increased activity had a direct correlation with an increase in the number of applications the org had. Hence, the customer segmentation was done based on the number of applications.

The segmentation also takes into account the frequency of the application created which has a direct influence on how often the core value proposition is experienced. However, the app's frequency is highly dependent on the kind of company and process they are trying to optimize with the tool.

Eg. A tax return form will only see activity once a year whereas a sales CRM (Customer relationship manager) would observe activity at least weekly, if not daily.

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Hence, the segmentation is done based on both the number and frequency of use of released applications.

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💥 Power org- 10+ released apps OR at least 1 daily frequency app

• Power orgs tend to have at least one application that is of daily frequency. Considering that not all power orgs will have a daily frequency app, but have enough apps to have weekly activity- their engagement on the platform is measured weekly.
• They tend to have 3+ data source connections. For orgs with more than 10 use cases for applications, naturally require multiple sources of data or tools of their workflow.
• They are usually paid customers since the requirement for these many internal tools comes with scale and they tend to require features like-
• • Git sync for backups
  • Multiple environments for testing and release
  • Granular level authorization
  • They actively show interest in workflows to automate their processes.
• They are usually on our Self-hosted product since companies with 10+ use cases for internal applications are usually large and tend to prefer hosting it in their own environment for data security and privacy reasons.

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💪 Core org- 3 to 10 released apps OR at least 1 weekly frequency app

• They tend to have at least one application that is of weekly frequency. Considering that not all core orgs will have a weekly frequency app, but have enough apps to have monthly activity- their engagement on the platform is measured monthly.
• They have at least 1 data source connection
• They may or may not have any workflow set up
• They could be a paid customer based on the company size and requirements.
  Eg. A legal company could purchase the paid plan for security and authentication features, but need not have many applications created or used that frequently since compliance is usually a low-frequency case
• There hasn't been a noticeable pattern for whether they use Cloud or Self-hosted, depending on the use case and kind of company.
  Eg. A legal firm dealing with compliances will opt for Self-hosted for data privacy regardless of how many apps they need. Whereas a company from the supply chain industry might opt for Cloud as they would prefer to avoid the hassle of hosting it themselves.

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👕 Casual org- 1/2 released apps

• Since they have only 1 or 2 apps it could be of varied frequency based on the use case, their activity is measured monthly for the first year to determine the base frequency level of the org, and then
• They have 1 data source connection which is the minimum required for any application to be released
• They are most likely a free customer because they have minimal use cases and the free plan is usually sufficient for that
• They are usually our cloud customers since setting up and hosting an instance themselves just for 1/2 applications is cumbersome

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🪝 Product Hook

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1️⃣ Creating another application

• Goal- Nudging activated users to create another application. More applications will increase the frequency and use cases of ToolJet and drive engagement for builders as well as end-users.
• Success metric- Increase in the average number of applications created by an organization
• Problem statement- For a user to be considered activated they must have at least one released application. As established above, the difference between a casual, core, and power user is dependent on how many applications an org releases. Given, that these are all the same company profile segments in Cloud and Self-Hosted respectively, there is scope for these companies to create more internal tools like the power users.
• Current alternative- While there are plenty of nudges for a new customer to create an application, there isn't any nudge for a customer to create a second application after that in the product currently.
• Solution- After a builder releases an application, they should be shown relevant suggestions of templates and/or integrations to build their next application. Displaying a relevant use case will get the user interested, and having a template with the recommendation helps them get started easily as well.
• • Step 1- Builders release an application
  • Step 2- They are shown a screen/pop-up with template & integration recommendations
  • Step 3- If any of the recommendations seem relevant to them, they could start building an application from it
  • Step 4- Tailor the template to their needs
  • Step 5- Release the second application
  • Step 6- Shown more recommendations and loop repeats

• The solution is only as effective as the templates and recommendation algorithm. The recommendations will be based on-
• • Industry of company
  • Size of Company
  • If the first application was created from a template, complementary use cases should be recommended
  • Data source used in the first application
  • Any new integrations that were released that might be related

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Reference- Zapier: Recommends great 'pairing' apps when a user looks for an application to prompt them to connect with both ​

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• Metrics to track- ​
• • % of users that release an app and create another application from the template recommended to them
  • % of users that create an app from the template recommended to them and then release the app
  • Conversion of users from Casual -> Core -> Power
• Ramp up milestones-
• • Phase 1- Template recommendations
    After the release of each application prompt users to build another one with relevant recommendations
  • Phase 2- Tagging applications
    Introduce a way to tag each application created with categories of industry, frequency, etc to improve the recommendation algorithm. Builders can be incentivised to tag the applications by unlocking customized reports with application type, usage, industry standards, insights, etc.

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2️⃣ End-User Feedback Loop

• Goal- Drive engagement for builders by nudging them to edit and improve upon existing applications to increase frequency post-release.
• Success metric- Increase in frequency of engagement for builders and end-users. Builders would be updating and improving the applications more frequently and adoption of the applications could increase from end-users since the application is continuously being optimized for their experience.
• Problem statement- When an application is released, the frequency with which a builder uses the platform reduces drastically over time as they come only for fixes and maintenance. While one way to increase engagement is by creating more applications, there is a limit to the natural frequency at which they would be needed especially as the number gets higher.
• Current alternative- End-users that find any issues reach out to either their manager in the org, the admin, or the builder of the application. Given that there's no set process for feedback in most cases, all issues don't get reported since the effort to reach out to someone on a separate platform and mode is high.
• Solution- Introducing a feedback mechanism for every end-user to report any bugs, issues, suggestions for improvement, and feature requests
• • Step 1- End-user launches the application
  • Step 2- They perform a core action in the application for the first time
  • Step 3- A pop-up appears asking the user to leave feedback for the application
  • Step 4- The recorded feedback is displayed in the product itself
  • Step 5- Builder comes back to the application builder to work on the improvements suggested or to fix bugs reported
  • Step 6- They release a new version of the app
  • Step 7- User is asked for feedback again, to complete the loop

• Metrics to track-
• • Number of releases per application
  • Increase in builder activity
• Ramp up milestones-
• • Phase 1- Inital Feedback
    Prompt end-users to give feedback of the application after the first time they use the app, and a new released version
  • Phase 2- Feature requests board
    Implement a feature request board accessible directly within the application, allowing suggest as well as vote on favorite suggestions. This could drive continuous engagement and give builders prioritized, community-driven tasks.
  • Phase 3- Regular Update Cycles
    Introduce the ability to set a predictable update cycle (e.g., bi-monthly updates) which keeps both users and builders in a regular state of engagement, anticipating and preparing for upcoming versions.

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📢 Engagement Campaigns

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1️⃣ Creating another application (Product Hook #1)

• Segmentation- Admin and Builders of casual and core orgs
• Goal- Nudge builders to create more applications to drive engagement and try to convert a casual -> core -> power org
• Channel- Email, the main audience for this campaign is the admin and they don't visit the product as frequently, hence email would be a way to get them back into the product as well as ensure they don't miss out on these product hooks.
• Pitch-
• • For applications created from templates- "Wow that CRM looks great! Check out these templates below for lead routing forms!"
  • Application created from scratch- These are more generic because there's no way to determine what kind of application was released unless they start from a template
  • • "Woohoo, another app released! We have some templates you might find interesting!"
    • "Woohoo, another app released! Users of Postgres often connect to the MongoDB as well-check out the integrations below you might find relevant!"
  • In case they aren't using git sync yet- "You successfully released your first application! Try out git sync to backup your data to your preferred gt repository!" - increases the breadth of features used
• Frequency & timing- After every application's release
• Success metric-
• • Increase in the average number of applications released by an org
  • Increase in conversion rate from Casual -> Core -> Power users
• Rationale- Application building requirements come from the top down. Targeting the admin persona here is important to reinforce the recommendations and increase the chances of converting the insights into action. Moreover, after setting up of workspace, users, data, etc the involvement of the admin is reduced drastically. Keeping them updated and integrated with the progress increases their engagement and would help them realize their core value/JTBD of optimizing process upfront which would help at the time of renewal and hence, help retention.
  Sharing this with all builders of the org also helps to increase the visibility of the org's activities as a whole. Another builder might be prompted to check out the new release, and thereby increase engagement.

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2️⃣ End-user feedback mechanism (Product Hook #2)

• Segmentation- Admin and Builders of all orgs (casual, core, power)
• Goal- Capture feedback or complaints from end users in a streamlined fashion, encouraging builders to keep iterating and improving their applications.
• Channel- Email, while the feedback will be displayed inside the app, a consolidated report of the performance of the applications would help the admin and builders
• Pitch- "Stay in touch with the voice of your audience. Did you know the adoption of applications increases by up to 67% when they listen to their people?" [User Interviews, Feb 2023]​
• Frequency & timing- ​
• • Builder- Once a week- Given that these are actionable insights for the builder itself, receiving them once a week would help them act on them faster.
  • Admin- Once a month- The campaign is intended to keep the admin involved and in the loop on the activity of the org and not take direct action. Given that the builders are reminded of it more frequently and the issues could be resolved by the time the admin receives it, the admin's monthly report will mention the items that have been resolved as well. This will not only keep the content relevant but also give them more insights into how quickly issues get resolved.
• Success metrics-
• • Increase in the number of releases per application
  • Increase in builder activity
• Rationale- End-user adoption of the applications increases the value of the product significantly since the demand for internal tools itself comes from end-users. However, the final decision is taken by the admin. Given that the admin's involvement in the process reduces over time, this campaign essentially bridges the gap between the end-user and the admin to drive admin engagement.

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3️⃣ Notification updates for end-users (Product Hook #2)

• Segmentation- Builder & end-user of all orgs (casual, core, power)
• Goal-
• • To increase the breadth of features used for builders by nudging them to use workflows to set up notifications for end-users and giving them a workflow template for this to get started quickly
  • To increase end-user engagement by notifying them about updates in the new release
• Channel-
• • Builders- In-product prompt after the user clicks release for a new version of an existing application
  • End-users- The builder will decide the preferred internal communication channel like email, slack, etc using integrations & workflows
• Pitch- "Releasing a new update? Notify your users by building a workflow!"
• Frequency & timing- Every time an existing application has a new release update
• Success metrics-
• • Increase in adoption of workflows
  • Increase in end-user engagement
• Rationale- If the builder successfully sets up a workflow for this for every application. This could ultimately increase end-user engagement via the notification. Moreover, the notification would contain a changelog of fixes and improvements of the new release, if the user spots an improvement they suggested in their feedback, their chances of checking out the app increase significantly, and consistent improvements over time could even increase adoption

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4️⃣ Regular maintenance reminders/alerts

• Segmentation- Admin & application owners of all orgs with at least 1 released app
  This is mainly targeted towards all builders. The admin is targeted only to keep them in the loop of all major updates like these.
• Goal- To increase builder engagement and stability of the applications created by nudging them for regular maintenance - upgrading data sources, reviewing app secrets, and more.
• Channel- Email updates
• Pitch-
• • "Stay Ahead: Schedule Your Next Maintenance Today!"
  • "Tooljet security scanner found a medium severity issue in one of your data sources"
  • "Bump up your Postgres connection to PG 16!"
• Frequency & timing-
• • Reminder for regular maintenance of the app- every 30 days
  • Alerts about issues in data sources are sent as and when it is found which is usually after the 6 month mark for unmaintained apps
  • Reminder to upgrade data source connection- whenever a new version of the data source is released with a reminder every 30 days if not acted upon
• Success metrics-
• • Increase in builder activity
  • Data sources and ToolJet itself are regularly being bumped to their latest versions.
• Rationale- Applications are dependent on multiple data sources and integrations. Nudging builders for regular maintenance will allow them to check up on all their dependencies and ensure that all applications run smoothly and securely, minimizing downtime and potential security risks.
  Eg. GitHub has Dependabot alerts and partnerships with various companies for secret scanning

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5️⃣ Webinars

• Segmentation- Admins of casual, core, and power orgs
• Goal-
• • To increase awareness about the power of low-code tools like ToolJet
  • To increase trust and awareness in casual and core orgs
  • To increase loyalty in power users
• Channel- Email and social media (LinkedIn & Twitter) to notify users about the webinar
• Pitch- "Build Agile Solutions With Low-Code- Join our exclusive webinar"
  The webinar would feature case studies/success stories from leaders of the top power orgs to share their insights and experience on how they leveraged ToolJet to optimize their processes.
• Offer- ToolJet can hold a fun challenge in the theme of low-code and award free ToolJet credits to orgs that win in an attempt to get them to use the product more.
• Frequency & timing- Every 6 months
• Success metrics-
• • Increased activity within orgs of power orgs
  • Conversion from casual -> core -> power
  • Increase in acquisition for this channel
• Rationale-
• • Sharing tips & insights to leaders on aligning with their core JTBD for the admins would give them ideas on how to leverage ToolJet to its full potential and drive engagement
  • Inviting leaders from top power orgs to make content would result in forming champions of the product who continue to drive engagement within their company since there's now a mutual benefit and spotlight shared
  • Given that this is a recent industry, to be successful in the long term, ToolJet needs to propagate the idea of low-code further. Hence, this campaign would not only help increase engagement with current orgs but also help acquire new orgs that attend the event.

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6️⃣ Email Newsletter

• Segmentation- Admins of casual, core, and power orgs
• Goal- Increasing admin engagement and awareness of the product
• Channel- Email
• Pitch- "What's new in the low-code industry this week?" The newsletter would feature
• • Product updates- all major features and releases changelog
  • Tip of the week to get the most out of ToolJet
  • CEO's insight on the low-code industry- personal touch increases trust in the brand
  • New template additions and suggestions for more templates- this could increase engagement for the newsletter as well as the product if their template suggestion gets featured
  • Links to tutorials, quick guides, etc
  • Links to community calls, events, etc
• Frequency & timing- Weekly newsletter, and occasional special editions
• Success metrics-
• • Increase in admin activity
  • Increase in applications created
• Rationale-
• • Tools like these are evolving quickly with the industry requirements, and keeping up with new updates would help drive engagement in cases where a relevant feature was released as well as increase feature adoption and breadth of engagement
  • The learning curve of such tools is high, so templates, tips, case studies, etc would help give the admin actionable insights to apply in their use cases

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🚀 Retention

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🦅 Bird's eye view

For the cloud version, we have access to direct data that allows us to monitor user activity and engagement. However, in the self-hosted model, it's not possible to track activity within an organization's instance directly. Therefore, retention metrics are evaluated separately for each version to accurately assess user engagement and product impact.

☁️ Cloud ​

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• Admin- ​

• • The retention curve does not flatten for admins currently. Their activity goes up and down by a significant % over a year
  • This fluctuation can be attributed to the specific nature of admin interactions with the product. Initially, admins are highly engaged as they set up the workspace and manage user invitations. However, their activity tends to decrease over time, primarily resuming for periodic tasks such as reviews and releases.

• Builder
• • The retention curve flattens by M1 for a few months and then drops further in M6 and flattens out for another few months
  • This pattern aligns closely with the frequency of application releases by an organization, as observed in the data. Both, the retention curve and the graph depicting the number of applications released in an org, exhibit similar activity patterns- occurring in batches spread over a few weeks.
  • This correlation suggests that both activity and retention are heavily influenced by the cycles of application creation and release.

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• End-user
• • The retention curve started to flatten around M2 for the end-user with some fluctuations (+ve and -ve) in a few of the months
  • This could be because of the kind of applications created, eg. If the app created is a monthly or by-monthly used app then the increase in activity in some months could be due to the nature of the application and not resurrecting users, especially given that they come back within a month or so.

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👾 Self-Hosted

Since no direct data is available for self-hosted versions, we assess retention based on subscription renewals for paid organizations. The churn rate so far have been very low and within industry standards among paid customers. The low churn rate among self-hosted customers is likely due to the nature of the product and typical vendor lock-in practices in the industry.

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Although there are differences, the similarity in user roles across both the cloud and self-hosted versions allows us to apply insights from the cloud data to the self-hosted environment, helping to understand user behavior and retention more broadly.

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🔬 Microscopic view

Which channels drive the best retention?

• Sales-led acquisition typically results in higher retention, particularly because these transactions often involve large ticket sizes. This strategy tends to be effective with large-sized companies that have multiple, specific use cases requiring automation and optimization of workflows. These organizations usually have sufficient staff to support extensive tool implementation and usage, enhancing the effectiveness of the sales-led approach.
• Additionally, the direct interaction with a sales and customer success team adds a personal touch that is crucial in overcoming obstacles during the initial setup, development, and deployment phases, ensuring a smoother user experience. This support is critical in fostering longer retention periods.

• This also contributes to why the self-hosted product has the lion's share of revenue driven by the tailored support and customization that large organizations require.

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Which features drive the best retention?

• The main JTBD is to create and release applications. Hence, the primary feature that drives retention is the application builder.
• Integrations- Relevant integrations allow orgs to leverage their existing tools and integrate their databases into the platform to build more effective applications
• For large-sized companies, the following features are important as they maintain data privacy and security, and help easily manage the large scale of resources-
• • Authorization- Single Sign On (SSO) directories like LDAP, SAML, OIDC, etc
  • Authentication- Granular-level role-based access control
  • Git sync- for backups and migrations

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🛑 Reasons for Churn

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📉 Negative Actions to Track

1. Declining end-user frequency- could indicate low adoption of the end product which could lead to churn
2. Deleting a data source connection without adding a replacement- without a data source, they cannot build applications so removing it would imply their intent to discontinue
3. Reducing the number of users in a workspace- license downgrade
4. Going on the unsubscribe flow
5. Low rating in NPS surveys
6. Increase in customer support tickets

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📢 Resurrection Campaign

1️⃣ Retargeting ad campaign

• Reason for churn- "ToolJet cloud is slow in countries that are far away from our servers in the USA"
• Segmentation- Admins of cloud customers only in countries like Japan where the difference in speed is much more evident and hence, the risk would be less
• Channel-
• • Retargeting ad campaign on LinkedIn to churned + ads for potential new customers in Japan
  • Email campaign to the churned customers specifically with the update as well as an offer nudging them to try out the product
• Pitch-
• • Email- "We're Bringing ToolJet Closer to You - See How!"
  • • Will include details of the update
    • Testimonials and difference in performance metrics from early adopters
    • Incentivized to retry ToolJet with a 'Welcome Back' offer
  • Ad- "Fast, Robust, Reliable App Solutions"
  • • The ad would be in Japanese and have details about the new update and launch in Japan as well
• Offer-
• • 14-day free trial to try out the improved features
  • 15% discount on upgrading their subscription
• Frequency & timing-
• • Run ads for about 2 months
  • Send an email with an offer after a week of the retargeting campaign.
  • Follow-up email for the same two weeks later toward the end of the campaign.
  • All emails are sent on a Tuesday morning- the timing is selected based on general marketing insights that suggest mid-week mornings often have higher engagement rates for professional content.
• Success metric-
• • Increase in the number of orgs that sign up from Japan
  • Open and click-through rates of emails for engagement
  • Activity from resurrected users

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2️⃣ ToolJet Innovator's Weekly

• Reason for churn- "Was using it as a quick-fix solution, prototype, or POC before investing resources in building it themselves"
• Segmentation- Admins & builders of casual orgs that churned from the cloud product.
• • Both admins & builders are targeted here since it's a general newsletter that anyone can unsubscribe if they aren't interested. Expanding the target audience to developers in this way could potentially give them ideas on use cases for ToolJet and acquire them as a new "org"
  • Since there's no way to determine what kind of app these users created, there's no way to figure out how to target just these users. However, given that their use case was prototypes and POCs, they are most likely using the Cloud product and are casual users since they have fewer use cases.
• Channel- Weekly email newsletter
• Pitch- "ToolJet Innovator's Weekly"
• • The newsletter will feature a template of the week along with general ideas and projects built with low-code tools from the open-source community to give them more ideas for their exploration. Eg. the Micro SaaS Ideas newsletter
  • POC to prototype success stories to demonstrate how ToolJet can be used with scale as well
  • Integration highlights with a focus on a different integration or component explaining how it can be used to enhance projects
  • Tip of the week- Insights on maximizing ToolJet's utility
  • General low-code industry news and updates
• Offer- Since the campaign focuses on engagement and inspiration rather than direct sales, it does not include specific offers. However, occasional special offers during the Black Friday Sale, etc to incentivize them will be included in the newsletter.
• Frequency & timing-
• • Every Monday morning as a kick-start to the week
  • Occasional special editions during tech events like Hactober Fest
• Success metric-
• • Open and click-through rates of emails for engagement
  • Incremental re-subscriptions or activity from resurrected users

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3️⃣ Solving for mobile application use cases

• Reason for churn- "Orgs with mobile application use cases find it tedious and slow to make the responsive mobile version."
• Segmentation- Admins of all churned users (Cloud + Self-hosted)
• Channel- Email campaign
• Pitch- "Transform Your Mobile Development Experience with Our New Responsive Design Features!"
• • Overview and highlights of the update
  • Quick-start tutorial to guide users through mobile development features
  • Recommended templates for mobile apps- personalized email based on the industry of the company
• Offer-
• • 14-day free trial to try out the improved features
  • 15% discount on upgrading their subscription
  • [Only for large ticket customers that churned] Book a free consultation with us to help create their first mobile application
• Frequency & timing-
• • First email about product update
  • Second follow-up email a week later with a success story of a client building a mobile app
  • [Large ticket customers only] Third follow-up email two weeks later nudging them to book a session with us
• Success metric-
• • An increase in mobile applications created
  • Increased use of mobile application templates
  • Open and click-through rates of emails for engagement
  • Activity from resurrected users

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4️⃣ Product updates

• Reason for churn- "Competitors had better integrations" & "Component library shortcomings"
• Segmentation- All admins of churned orgs (Cloud + Self-hosted)
• Channel- Email campaign
• Pitch- "See What You've Been Missing: New Integrations and Enhanced Components at ToolJet!"
• • Overview of all the new and existing component improvements
  • List of key integrations added
• Offer-
• • 14-day free trial to try out the improved features without commitment
  • 15% discount on upgrading their subscription
• Frequency & timing-
• • First email about product updates
  • Follow-up email with highlights of key features along with customer success stories
  • Another email a month later with new updates released and stating that we are a small team and while we couldn't serve them well earlier we are constantly and rapidly improving to serve our customers.
• Success metric-
• • Open and click-through rates of emails for engagement
  • Activity from resurrected users
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5️⃣ Sales outreach

• Segmentation- Admins of self-hosted, high-ticket paid customers
• Channel- Email, Slack
• Pitch- Given that most of the issues are currently gaps in our product which are being worked upon and take time to get implemented, the campaign is done in phases-
• • Phase 1- "Help Us Make ToolJet Better"
  • • The email will acknowledge the issues the customer had faced and invite them on a call to understand their difficulties in detail
    • Calendly link to set up the call directly
  • Phase 2- "See the Upgrades You Inspired at ToolJet!"
  • • Overview of updates released and a free trial to try them out and leave us their feedback
  • Phase 3- "Your Free Trial is Wrapping Up - Here’s Something Special for You!"
  • • Summarizing all key improvements in the release
    • Giving them an offer to convert to a paying customer again
• Offer-
• • One-month free trial to test the new capabilities without any commitment
  • Towards the end of the free trial-
  • • 20% discount on re-activating their previous plan for a year
    • Priority support to help them migrate their data from competitors to reduce hesitation of switching tools since they are usually high in effort.
• Frequency & timing- All emails or Slack messages are sent on from the account executive or CEO/CPO directly for personal touch
• • Phase 1- Just after they churn
  • Phase 2- After the updates are live along with free
  • Phase 3- Three weeks later (just before the trial ends)
• Success metric-
• • Open and click-through rates of emails for engagement
  • Re-subscriptions from resurrected users

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Researched and written by Nechal Maggon, ToolJet

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