Viva64 Trial CRM — Email Marketing Automation

Project Context

Viva64 (now “Program Verification Systems”) builds PVS‑Studio, a static analyzer. Like many B2B tools, it relies on “trial → paid” conversion, but conversion suffered without systematic communication during trials.

Goal

Build automated email flows to:

• Improve trial → paid conversion
• Engage users during the trial period
• Collect feedback and identify blockers
• Segment audiences by behavior and needs
• Reduce sales team routine

Solution

Architecture

Trial CRM: users + event history, segmentation, statuses, and funnel. Email engine: triggers, templates, scheduled jobs, opens/clicks/conversions tracking.

Trigger Flows

Welcome (day 0); activation help (day 2–3); value and case studies (day 5–7); mid‑trial reminder and consultation offer (day 14); final push (day 25–28). Behavioral: active users → consult/upgrade; inactive → troubleshooting; churn risk → survey and win‑back.

Segmentation

By company size (indie/SMB/enterprise), tech stack (C/C++/C#/Java/mixed), and behavior (power/explorer/ghost).

Tech Stack

Django ORM models, admin to manage templates/users/campaigns, Celery tasks and beat for scheduling, SMTP providers (SendGrid/Mailgun), deliverability (SPF/DKIM/DMARC), adaptive HTML templates, A/B subject tests, tracking pixels.

Analytics

Open/CTR, conversion, time to conversion, unsubscribes; CRM integration for lead routing, scoring, notifications, and full communication history.

Takeaways

Treat trials as guided journeys. Triggers + segmentation + reliable delivery + sales integration = measurable impact on conversion.