Kiwitaxi Grows Email Channel 60% with Advanced Flows and A/B Testing

Challenges

The email channel was stagnating at 6% of total revenue with no technical support, poor analytics, and no resources to expand automation or test strategies.

Solutions

Switched to Maestra all-in-one personalization platform and: • Enhanced all existing flows with multilingual and multi-stage logic • Launched new high-converting flows, including Activation and Return Transfer • Enabled A/B testing for timing and offer optimization

Integrated with:

Custom Django-based website, iOS and Android apps

Results

+60% email-driven revenue 6% → 10% of total revenue attributed to email channel 2x increase in website traffic from email Achieved within one year

Switched to Maestra from:

ExpertSender

February 18, 2026

Results

+60%
email-driven revenue
6% → 10%
of total revenue attributed to email
2x
increase in website traffic from email

Testimonial

Liyana Karlava

CRM Lead at Kiwitaxi

The previous platform had limited automation capabilities, weak analytics, almost no real support, and the integration became increasingly fragile after multiple ownership changes.

With Maestra, we now have a dedicated CSM who manages everything end to end. Thanks to Rinat, our integration is stable, and technical issues get resolved quickly. But the biggest value is strategic support. He helped us design communication that allows me to:

• manage multilingual campaigns across both B2C and B2B audiences

• launch advanced automated flows and continuously improve existing ones

• A/B test literally everything to optimize performance

This means travelers receive more relevant, timely communication in their language — whether booking their first transfer or returning for another trip.

We finally have transparent analytics — from revenue attribution to flow-level performance.

We closed last year with 60% channel growth, faster than the business overall — a clear sign that email is now a real growth driver for Kiwitaxi.

Marketing Transformation with Maestra

Before Maestra

With Maestra

❌ Limited to basic triggers

✅ Expanded automation portfolio with multi-stage flows

❌ Multilingual management required separate templates with no performance visibility

✅ Single flows with automatic language routing and clear analytics

❌ No way to test what actually works

✅ A/B testing reveals optimal timing and offers

❌ Poor analytics: no visibility of purchase frequency or campaign ROI

✅ Clear revenue attribution and performance tracking

❌ No real support: account manager couldn’t help build or optimize campaigns

✅ Dedicated CSM builds campaigns hands-on and proactively suggests optimizations via Slack

Enhanced Existing Flows

After migrating to Maestra, Kiwitaxi upgraded key lifecycle flows to better reflect real customer behavior.

For example, Abandoned Checkout evolved from a single reminder into a staged recovery system with separate sequences for abandoned carts, checkouts, and payments. Messaging now adapts based on where customers drop off, improving recovery performance at each step.

Abandoned Checkout email for German-speaking audience

Abandoned Payment email for English-speaking audience

New Advanced Flows

To drive incremental revenue and improve unit economics, Kiwitaxi launched new automated flows.

Activation flow helps travelers who signed up but haven’t booked yet discover how Kiwitaxi can serve them. Instead of letting potential customers slip away, this flow reconnects with clear service benefits and a 5% welcome discount. The flow works for both B2C travelers and B2B travel agency partners.

Activation email for B2C segment offers 5% off and also highlights the advantages of Kiwitaxi

Activation email for B2B segment explains how Kiwitaxi can help their partners add value to their offers

Return Transfer flow was launched to increase repeat purchases and LTV without hurting margins.

Previously, return transfers were promoted with a discounted banner in order confirmation emails. This meant discounts were applied universally, even to customers who would have booked anyway.

Discount banner previously shown in order confirmation emails

The team tested a simple adjustment: removing the discount from the banner. Only 5-10% fewer users booked through the banner. For those who didn’t book, Kiwitaxi added a follow-up flow: sending a discounted offer two days later.

Return Transfer email offers a discount only to those who wouldn’t buy without it

As a result, most return bookings happen at full price. Discounts are reserved for customers who actually need an incentive. Overall return bookings increased by 20%.

Timing and Offers A/B Testing

Access to proper A/B testing tools transformed Kiwitaxi’s approach from "set it and forget it" to continuous optimization. For example, when testing cancellation re-engagement timing, the team discovered that faster outreach significantly improved recovery rates. By finding the optimal moment to reconnect with customers who cancelled, Kiwitaxi can better assist them in completing their bookings.

The team is also actively testing subject line variations in the welcome flow to further improve open rates.