About Fullstory
Fullstory’s behavioral data platform helps technology leaders make better, more informed decisions. By injecting digital behavioral data into their analytics stack, their patented technology unlocks the power of quality behavioral data at scale–transforming every digital visit into actionable insights.
With Fullstory, enterprise businesses move closer to their customers and closer to success. When organizations understand their customers like never before they’re able to create world-class experiences that increase funnel conversion, easily detect malicious behaviors and fraud, and identify their highest-value customers effortlessly.
🎯 The challenge
Activating new users isn’t easy. How do you show value to everyone—whether they’re an engineer, product manager, or support lead—without overwhelming them? Fullstory had already nailed one-on-one onboarding, but scaling that kind of thoughtful personalization across the product? Now that’s a whole new challenge.
🏆 The solution
Fullstory turned to Appcues to build workflows that weren’t just engaging—they were hyper-relevant to each user. By focusing on key segments and delivering actionable insights, Fullstory made activation personal, scalable, and downright effective.
The support team at Fullstory had already been using Appcues to deliver in-the-moment help:
Kailee Urban, VP of Global Customer Support + Digital Success at Fullstory shared, “We needed a faster way to get important service updates to our customers when email wasn't the best channel. We started using Appcues to message customers in-app about these updates and saw a drastically higher engagement rate. That really opened our eyes to the possibilities of customer engagement with Appcues.”
Inspired by this success, the Digital Customer Success (DCS) team decided to explore Appcues further.
"It’s been an exciting journey. We’re new to using Appcues in DCS, but Workflows brought us in. We needed a real-time and event-based engagement mechanism for our digital programs, so we tried Workflows, and our world exploded with possibilities and ideas of how we could digitally engage our users at scale”, says Chrissy Quiñones, Digital Customer Success Program Manager.
👀 How they did it
1. Capturing personas upfront
Fullstory started by collecting key user details—like name, role, and job title—during sign-up. This data is fed directly into Appcues, enabling precise segmentation and ensuring every message hits the right audience.
2. No one-size-fits-all workflows
Fullstory created workflows targeting engineers, product managers, and support teams. Each drip campaign was designed to highlight features and resources that mattered most to the audience. Thoughtful? Yes. Effective? You bet.
3. Let’s not overwhelm anyone
To keep users engaged (and not stressed), Fullstory spaced emails out with intentional time delays.
"Our first activation campaign was a three-drip email series," Chrissy explained. "It ran over 30 days and segmented by persona. Each email had clear language, specific CTAs, and dropped users directly into the app."
4. Emails with a purpose
Every email was thoughtfully designed to deliver maximum value for the user. They were:
- Branded: Matched Fullstory’s unique look and feel for instant recognition.
- Concise: Short and straight to the point.
- Personalized: Addressed users by role, making messages feel relevant.
- Actionable: Included links to role-specific resources and product features.
And it didn’t stop there—each email was seamlessly connected to the product. Rather than simply informing, they guided users back into the app to take meaningful action and deepen engagement.
"Marketo is what our marketing team uses, so that’s what we had been relying on. But Workflows has really empowered us to design these emails ourselves without needing to tap our marketing team," says Chrissy.
✅ Results
Fullstory’s workflows are delivering impressive results, with engagement rates surpassing industry benchmarks. Open rates have soared above 30%, and click-through rates are hitting 5.2%, showcasing the clear value users find in every touchpoint.
“We’re blowing industry standards out of the water when it comes to open rates and click rates up to 5.2%,” Chrissy shared.
Activation rates are climbing, too. For the core product manager segment, the Fullstory team has seen significant wins:
"We had an absolute increase of 3.1% or 14% relative increase [in activation rates for product managers]."
And they’re just getting started. Fullstory is already finding new ways to use workflows to drive action, like nudging users to complete their in-app checklists.
“We have two new in-app checklists we’re excited about. One is focused on activating new users within their first 60 days. The other one is focused on enabling our account administrators to take data management actions and that's to improve our customer health, so both are focused on long-term retention.”
Chrissy added, “And with our new workflow, we have time-based nudges here that saying, hey, you haven't completed the checklist, go back in and go finish that.”
Sounds like Fullstory is on a roll—do I sense another customer story in the making? 😉
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Our hot take
Fullstory proves that personalized messaging—seamlessly connected across in-app and email—is the key to driving high click rates and user activation at scale. They didn’t just meet the bar—they raised it (and made it look easy). Cheers to that—it makes our hearts sing!