How I turned a fragmented messaging stack into a full Braze funnel driving $2,000/day in extra revenue

Overview

Spruce is a cleaning and chores app: residents book housekeeping, tidy-ups and home services in a few taps. Like many fast-growing apps, their messaging stack had grown in pieces: different tools for different channels, legacy audiences never properly activated, and revenue hiding in underused email, push and SMS.

I unified their lifecycle marketing around Braze, re-engaged cold users and built a complete funnel. Deliverability jumped from 10% to 61% in 30 days, and the system now generates roughly $2,000 a day in additional revenue.

The starting point

• A large, under-activated user base. Past bookers and sign-ups who rarely heard from Spruce at all.
• Messaging split across tools. No single system orchestrating the customer journey.
• 10% deliverability. The offers did not matter because users never saw them.

What I did

1. Made Braze the single source of truth

Lifecycle events and user data routed into Braze, orchestration for email, SMS and push centralized in one place, and legacy fragmentation removed. One platform controlling timing, logic and personalization.

2. Re-engaged dormant users safely

Users who tried once, booked long ago, or never completed a booking were treated as warm-but-dormant: value re-introduced gradually, volume and segmentation managed to protect deliverability, and targeting based on behavior, recency and property type so every message felt relevant.

3. Built the complete funnel in Braze

Welcome flows, onboarding and activation nudges toward the first booking, abandoned booking recovery, post-service review and rebooking flows, and upsell flows for recurring and deep cleans based on previous usage. Clear entry and exit conditions everywhere, so users experience a journey, not random blasts.

4. Orchestrated the channels as one system

Email for depth and offers, push for timely nudges, SMS for high-intent moments like confirmations and last-chance reminders. Right message, right channel, right moment, and no channel overused to the point of fatigue.

The results

Conclusion

Spruce had a valuable service, a large user base, fragmented tools and underperforming lifecycle channels. With Braze as the hub, a complete funnel, and email, SMS and push acting as one coordinated system, lifecycle went from an afterthought to a core pillar of daily revenue. We keep refining segmentation, triggers and channel mix together.