Spruce Services | Omnichannel Growth | Revenue Operations | Lifecycle Marketing
Context & Mandate:
Spruce Services identified a strategic opportunity to drive incremental revenue through a limited-time offer deployed across our U.S. property network. But unlike a one-size-fits-all promotion, this campaign required tailored execution that aligned with both supplier capacity and customer lifecycle stage.
We aimed to activate high-intent users while preserving operational balance in each region—ensuring every touchpoint was not just engaging, but fulfillable.
Constraints:
We needed to solve for two major constraints:
Operational Complexity: Supplier coverage varied by region, and service capacity could shift weekly. To maintain quality and avoid overpromising, we needed to customize the campaign’s intensity, pricing, and sequencing by market.
Coordinated, Adaptive Execution: With six active channels—email, SMS, push notifications, in-app messaging, direct mail, and Bulletin.io—we had to maintain narrative consistency while building flexibility into timing, frequency, and format.
Campaign success would rely on our ability to test, learn, and iterate quickly without disrupting the broader rollout.
The Operating Model:
We launched a national omnichannel campaign, regionally tiered and behaviorally targeted—with built-in testing and iteration loops to optimize outcomes mid-flight.
Key tactics included:
Regional Push Customization: Campaign cadence, urgency language, and pricing were adjusted based on operational demand forecasts and supply-side constraints.
Lifecycle-Based Sequencing: Messages were deployed based on user behavior, ensuring early outreach to reactivating users and a staggered approach for colder leads.
A/B Testing Framework:
We ran iterative subject line and CTA tests by cohort and region, testing for iterative lift, not exclusively pushing demand forward.
Push notification copy and timing were optimized based on engagement spikes.
In-app banners were rotated weekly based on conversion heatmaps.
Cross-Functional Rapid Response: A twice-weekly reporting cadence enabled real-time pivots across teams. We scaled what was working (e.g., a specific incentive in the Southwest) and dialed back underperforming variants without compromising user experience.
RESULTS:
$764,924 in incremental revenue
20% lift in incremental conversions
Maintained fulfillment quality and regional service standards
Increased campaign ROI through mid-flight optimization
Most importantly, growth was achieved without breaking downstream systems.