Marcus Oduya

Behavior-based triggers replace schedules as the engine for onboarding email.

Send personalized messages only when product behavior justifies it.

Seven checks separate behavioral email systems from fast drips.

Most behavioral trigger systems send messages to people who shouldn't get them.

Feature depth in your product predicts retention and expansion far better than session time.

Tracking where users actually are in workflows beats who they are.

Behavioral patterns predict outcomes better than job titles or company size.

Starting cohorts at signup masks activation failures that look like product problems.

Habituation requires repeated use over time, not just one-time activation.

Deep product usage predicts expansion revenue before any sales conversation begins.