How Udemy got +150% more revenue (1 trick)

They found that revenue generated in the first week correlates with an increased customer lifetime value. So they ran a welcome email A/B test:


  1. The control email welcomed new users with 50% off any course.


  1. The variable email leveraged behavioral data to serve up a course that the user had already expressed interest in. They included that course in the email header, along with the same 50% off coupon for a certain course.


Results: #2 gained +150% more revenue.


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