Case Study: SoundCloud boosts Welcome Email sends and user engagement with Phiture

SoundCloud - Customer Case Study

SoundCloud, a leading audio distribution platform, faced a significant challenge where new users signing up via Google, Apple, or Facebook were not receiving crucial Welcome Emails. This was due to a technical segmentation conflict within the Braze platform that prevented these users from entering the onboarding journey. SoundCloud enlisted their vendor, Phiture, a mobile growth consultancy, to troubleshoot and resolve this issue.

Phiture's retention team diagnosed that two user events were occurring simultaneously, which conflicted with the Braze canvas logic. Their solution was a small but critical alteration to the segmentation, moving an event to the step level and adding a delay. This fix led to a 600% increase in daily Welcome Email sends. The measurable impact was substantial, with a 4.5% uplift in plays and a 4.2% uplift in likes within one day, projected to result in an extra 507,000 users playing a track in their first day each year.

SoundCloud

Dora Trostanetsky

Senior Manager, Growth & Optimization