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Lifecycle Automation · Email Marketing

Getting leads from 48% to 63% completion on a self-discovery tool

A re-engagement campaign for Brave Leadership's self-discovery lead magnet, raising completion from 48% to 63%. Strategy, copy, and build all mine.

The re-engagement automation on a phone screen: wait for 5 minutes, then wait until the Needs a nudge tag exists, then send the Super Objective re-engagement email titled 'Did you get stuck?' (reporting 58 sent, 39.7% open rate, 10.3% click rate), then wait until the Disengaged tag exists before a second send
The live automation on mobile: 39.7% open rate, 10.3% click rate on the nudge email
Role
Strategy, copy, segmentation, build, QA
Company
Brave Leadership
Timeline
Within the Aug 2025 – Aug 2026 reporting window
Team
Solo
Impact
48% → 63% completion (+15 pts)

Overview

The Super Objective (SO) Tool is Brave Leadership's self-discovery lead magnet, the entry point into their funnel. A meaningful share of leads started it but never finished, which meant they never reached the nurture sequence downstream (see the SO Tool to LE Pitch case study) at all.

Problem

Leads were starting the SO Tool and going inactive before completing it, capping the volume available to every stage of the funnel after it.

Solution

Wrote short re-engagement copy and built the segmentation and trigger logic in ActiveCampaign: entries who went inactive after starting the tool were branched into a re-engagement send, then routed to completion or exited from the flow. QA tested end to end before launch.

  1. TRIGGER — Started SO Tool, went inactive
  2. WAIT — Inactivity window
  3. BRANCH: Completed SO Tool?
  4. If No:
  5. EMAIL — Re-engagement send
  6. If Yes:
  7. GOAL — SO Tool completed
The re-engagement automation in ActiveCampaign

Results

MetricBeforeAfterChange
SO Tool completion rate48%63%+15 pts

My role

Kenneth owned this end to end: wrote the copy, designed the segmentation and trigger logic, QA tested, and launched. This campaign sits just upstream of the 11-email 'SO Tool to LE Pitch' nurture sequence. Together they're one connected funnel: reactivate → nurture → convert.

Let's talk.

Open to remote roles in digital marketing, marketing automation, and web development. I reply within a day.

Email

kenjsangalang@gmail.com

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LinkedIn

linkedin.com/in/kenneth-jon-sangalang-tech

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GitHub

github.com/ken-turtle-learner

See the code →

Available now · Remote