Case Study: Notion scaled global lifecycle marketing with Customer.io
Key results
The challenge
Notion is an AI-powered workspace used by teams worldwide, with 80% of its users outside the United States. Its relatively young lifecycle marketing team struggled to scale personalized communication across different locations, languages, and preferences. They needed a flexible, controllable platform to make messaging resonate with customers regardless of market.
The solution
Notion adopted Customer.io to run localized onboarding campaigns tailored to each recipient's location and language, initially targeting the Korean and French markets. Using Customer.io's dynamic logic, the team identified when users engaged with new features, determined their personas, and routed them into personalized automated email paths. They also ran rapid 'quick and dirty' A/B tests on subject-line positioning.
“Relevance and personalization are non-negotiable today! Customer.io made scaling personalization for millions of users simple. Now, we can give new users a highly personalized onboarding experience regardless of location or language.”
MMMeli MussonGrowth Marketing, Lifecycle, Notion
The results, in context
Localized onboarding campaigns lifted conversion rates by 6-7%. A personalized feature-adoption campaign achieved a 49-51% open rate and a 1-1.5% click-through rate. Separately, repositioning a single word in a subject line through A/B testing produced a 20% increase in open rates, and the findings were applied directly to the product team's positioning.