How Appsmith automated engagement for 160K+ contacts

Challenge

Appsmith, a leading open-source low-code application development platform, has a fast-growing audience base of over 160,000 users across multiple products and lifecycle stages, including new sign-ups, active users, and event registrants.

However, as their audience base grew, so did the complexity of keeping them engaged.

Here’s a brief look at the complications that started to sprout with the growing audience

• Maintaining personalized, targeted communication with such a large, diverse audience was getting tougher
  
• Managing different lifecycle stages required multiple email flows, which were becoming increasingly complex and time-consuming.
  

If this audience wasn’t actively engaged, Appsmith risked missing opportunities to convert them from free to paid, or worse, losing their interest in its products over time.

To prevent this, Appsmith needed an email marketing platform that could help set up smart, behavior-based automation flows and manage all of this while maintaining deliverability.

Solution

Three years ago, Appsmith chose Mailmodo and made it the backbone of their email strategy. Since then, they’ve built an engagement engine that runs on automation, smart segmentation, and smooth integrations.

Here’s how Appsmith uses Mailmodo -

Set up email automations tailored to user behavior
Using Mailmodo’s visual journey builder and plug-and-play automation templates, the team built -

• Onboarding flows welcoming and nudging both freemium users and free trial users for its paid plans to upgrade
• Webinar email sequences for event registrants to boost attendance
  

Synced users’ data across their stack
With Mailmodo’s flexible API, Appsmith pulled live user data from their product and CRM. They used this data to:

• Segment users by lifecycle stage, plan, and activity
• Personalize messages to match intent and context
  

Sent bulk campaigns effortlessly
Appsmith sends monthly newsletters and product updates to their entire user base. With Mailmodo’s drag-and-drop email editor, the team can create stunning, responsive email templates in under an hour, eliminating the need for design from scratch or development.

While the team took care of this, they didn’t have to worry about email infrastructure or deliverability. Mailmodo supported them by:

• Warming up their domain and authenticating their email infrastructure
• Enabling smooth Google Postmaster integration so that it’s easier to track spam rates and take precautionary steps to maintain high deliverability
• Providing fast, responsive customer support for email strategy
  

Impact

• A reliable, scalable email engine that keeps users engaged nurtures leads across the funnel and creates more opportunities for upsell and conversion—without overwhelming the team.
  
• Appsmith launched complex, multi-step journeys for onboarding and webinars, saving execution time and freeing the team to focus on strategy.
  
• Maintained high sender reputation and low spam rates, ensuring emails reached the inbox.
  

Key Takeaways for SaaS Marketers

A scalable email infrastructure is essential for growing user base
As your user base grows, your email platform should be able to handle large volumes without compromising on speed, deliverability, or reliability. Appsmith chose a solution that scaled with them, without adding unnecessary complexity.

Segmented, behavior-based communication works
Not all users are the same. Using product data and user behavior to segment their audience, Appsmith ensured each user received relevant content, improving engagement and reducing message fatigue.

Integrations drive efficiency
Syncing email workflows with internal tools and product systems enabled Appsmith to run automated journeys without manual effort. Integrations saved time, allowing them to focus on improving the user experience instead of managing operations.