Driving Growth Through Game-Changing Features: Blasts and Dynamic Segments
Background
When I moved into the Product role at Cerkl, we were facing challenges in scaling our product to meet the needs of larger, more sophisticated clients. Our email creation tool and segmentation capabilities were serviceable but far from innovative. Recognizing the opportunity to leap ahead of the competition, I spearheaded the development and launch of two transformative features: Blasts and Dynamic Segments. These initiatives not only enhanced our product offering but also significantly impacted our revenue and client growth trajectory.
Blasts: A Revolution in Email Creation
Problem:
In early 2019, our email creation tool relied on rigid, template-driven solutions that lacked flexibility. Internal communications teams—a growing segment of our client base—needed more customization options to craft engaging, on-brand emails without relying heavily on their IT or design departments.
Solution:
In the Spring of 2019, we launched “Blasts,” a flexible, drag-and-drop email creator that empowered users to design emails with ease and precision. This tool allowed them to customize layouts, images, and text dynamically while maintaining brand consistency.
Results:
- A year after Blasts launch, our Internal Comms clients had grown by 200%.
- Blasts became a cornerstone feature, contributing significantly to our ability to attract new clients and spawning a new pricing table because of the value.
- Internal feedback from clients highlighted improved productivity and creativity as a direct result of using Blasts.
Dynamic Segments: Setting a New Standard for Email Targeting
Problem:
In mid-2020, we were competing for a major enterprise deal. While the prospect was intrigued by our platform, they expressed a strong preference for the segmentation capabilities of their existing tool. Their feature allowed users to build email lists dynamically and with ease—a functionality our platform lacked at the time.
Solution:
After observing the prospect working in the competitor’s tool, I recognized an opportunity to outpace them with an even better solution. Working closely with a partner and our engineering team, we developed “Dynamic Segments” in just six weeks. This feature allowed users to build email lists in real-time, using contextual, searchable criteria. Its intuitive interface made it accessible to non-technical users while delivering powerful functionality.
Key Features:
- Live list-building: Users could refine email lists dynamically, previewing the results in real-time.
- Searchable filters: Enabled granular targeting based on attributes and behaviors.
- Ease of use: Designed for users with no database experience.
Results:
- Dynamic Segments launched in December 2020 and immediately became a name-checked necessity for every enterprise deal.
- The feature directly contributed to our 12% virality score, as clients often shared their experiences with others in their network.
- Dynamic Segments is now cited as a competitive differentiator in sales pitches and customer testimonials.
The Impact of Transformative Leadership
Through these two features, I demonstrated my ability to:
- Identify client needs and translate them into innovative product features.
- Lead cross-functional teams to deliver impactful solutions under tight timelines.
- Drive measurable business growth, contributing directly to client acquisition and retention.
These successes reflect the essence of my product leadership philosophy:
- Empathy for the user combined with bold, strategic thinking.
- A commitment to delivering solutions that not only meet but exceed client expectations.
- The agility to execute quickly and effectively, ensuring Rarefly stayed ahead of the competition.
Today, both Blasts and Dynamic Segments remain pivotal features in our product suite, and their success is a testament to the power of transformative leadership in product development.
Rachel Folz 