RecMan is an Oslo-based applicant tracking and workforce management platform serving recruitment agencies and in-house talent teams across Norway and beyond. The company offers three product tiers, from a standalone ATS to a full recruitment CRM to a complete workforce management suite covering staffing, time tracking, and payroll. As RecMan grew its trial-based signup model across all three tiers, they needed a Mailchimp system that could nurture prospects through their evaluation period and route them cleanly into either the customer base or ongoing lead follow-up, without adding manual work for the sales team.
RecMan offers three product tiers (ATS, Recruiter, Workforce), each with its own 14-day free trial. Their Mailchimp instance needed a system that could welcome trial users, nurture them toward conversion, and cleanly separate converted customers from those who didn't convert, all without manual intervention from the sales team.
The existing contact list also needed cleanup and proper segmentation before any automation could run reliably.
I led the strategy, tagging architecture, and segmentation logic, then built it out in Mailchimp.
Contact segmentation and list cleanup
Audited and reorganized the existing contact database, building a tagging structure that could track trial status, plan tier, and conversion state without creating duplicate or conflicting segments.
Three parallel trial automations
Built separate 5-email nurture sequences for ATS, Recruiter, and Workforce trials, each tailored to that plan's specific features and value proposition. Each sequence:
Built an IF/THEN check before every send: if a contact converted to a paid plan, they're pulled from the automation, re-tagged as a converted customer, and removed from the "do not email" suppression. If they didn't convert, they flow through to the next touchpoint, and at the end of the sequence get tagged as a non-converted lead for separate follow-up.
Email templates
Designed and built the email templates themselves, including merge-tag personalization, CTAs, feature bullet blocks, and testimonial modules that could be swapped per plan tier.
Content production
Wrote the email copy and built a content production doc to keep subject lines, preview text, and body copy consistent across all three trial tracks while still differentiating messaging by plan.
A self-running lifecycle system across three product lines that requires no manual tagging or list management from RecMan's team. Converted trials are automatically removed from nurture sequences and routed into the customer list, while non-converted leads are cleanly segmented for retargeting.
This entire system, from contact segmentation through the final trial-expiration email, was built and tested ahead of RecMan's platform launch. Every automation path, tag trigger, and conversion check ran through validation before a single real trial contact entered the flow, so the nurture sequences were live and working from day one rather than being patched together after launch.
Because this build was completed and validated ahead of launch, performance data wasn't yet available at project handoff.