HENRY MARKS
EJECT

NAYASELECTED WORK

WIN-BACK AND WELCOME AUTOMATION

The project

NAYA’s win-back automation delivered 302,497 emails and produced 29,577 reported conversions, a 9.8% rate, from December 8, 2025 to August 4, 2026. A welcome flow on the same signup pipeline greets every new subscriber.

What I did

I connected NAYA’s BentoBox signup form to Customer.io, built the welcome flow and the four-stage win-back automation, wrote and designed all six emails, and reported on performance.

Years
2025–2026
Channels
Customer.io, BentoBox, Figma, lifecycle email

Welcome flow

Project context

Every signup on NAYA’s website triggers an immediate welcome email.

The signup system

  1. Signup form

    I connected the email signup form on NAYA’s BentoBox website so every submission posts to /email-sign-up.

  2. Event

    Each submission fires an Email Signup event into Customer.io, carrying the new subscriber into the workspace.

  3. Trigger and filter

    I set that event as the campaign trigger and added an entry filter to screen who enters the flow.

  4. Immediate send

    Qualified signups get the welcome email right away, with no delay step.

  5. Reporting

    Customer.io reports sends, opens and clicks for the campaign.

The live Customer.io canvas

The welcome email

I wrote, designed and built the welcome email around three routes into NAYA.

  1. Meet NAYA

    Introduce the food and point guests to their nearest restaurant.

  2. Find a first order

    Show the signature bowls, rolls, salads and sides.

  3. Join Rewards

    Explain the $3 welcome reward and one point per dollar, with a direct route into the app.

The results

Source: Customer.io welcome campaign reporting, as of August 4, 2026. Open rate is on delivered emails.

3,782welcome emails sent
40%open rate
312clicks through

Win-back automation

Project context

Guests who stop ordering get a plain reminder first. Nobody receives a discount unless they open an email and still don’t order.

My contribution

I built the four-stage automation in Customer.io and wrote and designed five emails, including an A/B pair for the first send.

Four-stage win-back sequence

Each send depends on how the guest responded to the one before.

EntryNo order in 30 days; at least one in the last 100.

TimingSends go out 11 AM to 8 PM. Each stage waits up to seven days for an open.

ProgressionContinue only after an open without an order. Exit after no open, an order or code redemption.

Email 1

Start with a reminder

Send trigger30 days with no order

I wrote Email 1 as a plain reminder with no discount and split it into two versions. 1A leads with feeling, “miss us? let’s fix that.” 1B leads with the food, “you know what we do best.” Both show the favorite bowl waiting, plus the app perks.

Email 2

Introduce the $5 offer

Send triggerOpened Email 1, didn’t order

I held the $5 offer, code nayareturn, for Email 2 and sent it only to people who opened the reminder and still didn’t order. I framed it as a thank-you, “because you make NAYA what it is,” and the code lasts seven days.

Email 3

Remind them what’s waiting

Send triggerOpened Email 2, didn’t order

I brought the same $5 back in Email 3, “still hungry?”, for people who opened the offer and didn’t use it. It adds no new discount.

Email 4

Give the offer a final reminder

Send triggerOpened Email 3, didn’t order

I wrote Email 4, “get it while it’s hot,” as the last reminder before the code expires.

The Customer.io flow

The live Customer.io canvas

Results, December 8, 2025 to August 4, 2026

Source: Customer.io campaign reporting. A conversion is an order within four weeks of a delivered email. All rates use delivered emails as the denominator.

Emails delivered
302,497
Reported conversions
29,577
Conversion rate
9.8%

Delivery and list health

The series sent 310,015 emails, with 2,673 unsubscribes (0.9%), eight spam complaints and a bounce rate below 1%.

What the results showed

Email 1 produced 15,007 of the 29,577 conversions before any offer appeared. The plain reminder stays first.

Email 4 converted at 12.0% on 6,194 orders, matching Email 1A.

The two versions of Email 1 opened at 45.4% and 44.3%. Unsubscribes separated them: 684 for 1A, “Come back to something good,” against 780 for 1B.

Build and tools

Customer.io

I built the audience segment, engagement waits, send window and exit conditions, then connected the four stages and the first email’s two variants.

Figma

I designed the layouts within NAYA’s brand system and wrote the subject lines, headlines, body copy and calls to action.

Performance reporting

I reported delivery, opens, attributed orders, unsubscribes and complaints for each stage, reading each rate against that stage’s smaller audience.