How Lugg drives 2.5% monthly revenue lift with Customer.io 

Lugg helps people move anything with the push of a button through their on-demand moving and delivery platform. Using Customer.io's multi-channel automation and Segment integration, Lugg transformed underutilized lifecycle marketing into revenue-driving campaigns that recover abandoned bookings and prevent payment failures.

With their fleet of vetted Luggers and vehicles ranging from pickups to XL trucks, Lugg has powered over 1.2 million moves. But behind the scenes, Lugg faced a different kind of heavy lifting: turning their underutilized lifecycle marketing into a revenue-driving engine.

When Holly Benjamin joined Lugg as Head of Marketing in 2022, Customer.io had been part of their tech stack for six years. The relationship was established, but the potential remained largely untapped.

The lifecycle marketing setup reflected an earlier stage of the business: occasional broadcasts, one basic email campaign, and no multi-channel strategy. For a service built around time-sensitive bookings and immediate customer needs, these static, one-size-fits-all campaigns were missing crucial moments in the customer journey.

More importantly, Lugg wasn't capitalizing on the behavioral data that made their service unique. Every abandoned booking, every payment hiccup, every customer who browsed but didn't convert—these were signals that outdated campaigns couldn't recognize or act on.

Holly saw the opportunity immediately.

Lugg’s strategy centered on behavioral triggers rather than generic time-based sequences. Working with Segment to feed all product activity and user behavior into Customer.io, Holly built campaigns that responded to what customers were actually doing.

The technical foundation was straightforward but powerful:

• Data integration: Segment pipes all app activity, booking behavior, and user actions directly into Customer.io, creating rich customer profiles based on real behavior rather than assumptions.
• Multi-channel orchestration: Email, SMS, and push notifications work together, with each channel playing to its strengths—email for storytelling, SMS for time-sensitive updates, and push for real-time engagement.
• Behavioral automation: Campaigns trigger based on specific user actions, like starting a booking process or experiencing a payment failure.

Lugg's booking abandonment campaign became the flagship example of what behavioral marketing could accomplish. The problem was universal: customers would start booking a moving service, get distracted by life, and never return to complete the transaction.

The solution focused on timing and relevance rather than volume. Instead of bombarding users with generic "complete your booking" messages, Holly's team built a campaign that acknowledged where people were in their decision-making process.

The results spoke directly to Lugg's bottom line:

• 12-15% conversion rate consistently, with peaks above 20% during busy moving seasons
• 2.5% lift in monthly revenue from recovered bookings
• Sustained performance across multiple email touches, with conversions happening even in final messages

Through continuous A/B testing, the team optimized send timing, subject lines, and creative approaches. They discovered that tighter timelines worked better—if someone abandoned a booking, reaching out within hours rather than days proved more effective.

Beyond building specific campaigns, Holly worked closely with Customer.io's customer success team to unlock advanced platform features. They guided Lugg through technically challenging projects and helped them discover capabilities they wouldn't have found on their own.

The collaboration extended beyond marketing. Lugg's operations team started using Customer.io to send critical updates directly to customers, and the sales team began building partner communication workflows. Having all customer messaging in one place made a big difference.

Lugg's results speak for themselves: a 2.5% monthly revenue lift from booking recovery and 5% lift from payment failure prevention. But the real story is how they got there—by building campaigns that actually respond to what customers do.

Here's what worked for Lugg:

Instead of sending emails because it's been three days, Lugg sends them because someone abandoned a booking or hit a payment snag. Their integration with Segment powered behavior-based messaging with timing that feels natural because it matches what's actually happening.

Email tells the story, SMS handles urgent updates, and push notifications provide gentle nudges. Lugg doesn't blast the same message everywhere—they match the message to the moment.

Holly credits her Customer.io Customer Success Manager with helping unlock features and strategies she wouldn't have discovered alone. Sometimes the best ideas come from collaboration.

When Lugg moved everything into Customer.io, they could finally see which campaigns were working and which weren't. No more guessing across multiple tools.

If you're dealing with abandoned actions that cost you revenue, Lugg's playbook is straightforward: find your highest-impact moments, build campaigns that respond to real behavior, and measure what actually drives results.

Ready to turn your abandoned opportunities into revenue? See how Customer.io can help you build campaigns that respond to what your customers actually do.