Success Stories / Voicenotes
How Voicenotes Converts 500K+ Free Users into Paying Subscribers with Mailercloud
Voicenotes is an AI-powered voice recording app used by hundreds of thousands of creators, founders, and knowledge workers worldwide. As the platform grew, so did the gap between users who signed up and users who stuck around. Mailercloud became their engine for closing that gap — turning first-time recorders into active subscribers through smart lifecycle email, inbox monitoring, and behaviour- triggered campaigns.
We had a product people loved, but our emails weren't doing justice to it. Mailercloud helped us show up in the inbox at the right moment — and that changed everything for our activation rate.
Jijo Sunny
Co-founder & CEO of Voicenotes
About Voicenotes
Voicenotes is an intelligent voice note-taking app that transcribes recordings in over 100 languages, generates AI-powered summaries, and lets users search across everything they've ever said. From quick ideas on a morning walk to full meeting notes, Voicenotes captures thought in the moment it happens. Available on iOS, Android, Mac, Windows, Apple Watch and Chrome, the platform serves a diverse global base — writers, developers, entrepreneurs, students, and teams who think out loud. With a freemium model and a rapidly growing paid subscriber base, consistent, well-timed email communication is essential to moving users from curious to committed.
Challenges Faced
High sign-ups, low activation — emails that weren't reaching users when it mattered
Voicenotes was growing fast, but a large portion of new sign-ups were going silent — often after the first recording. The team knew email was the lever — they just didn't have the right infrastructure to pull it.
Key challenges they faced:
No visibility into whether onboarding emails were reaching users' inboxes or landing in spam
No behaviour-triggered flows — every email went to every user regardless of what they had or hadn't done in the app
Free users were hitting feature limits but receiving no timely, relevant nudge to upgrade
Re-engagement campaigns were sent manually, too late, and with no personalisation
No way to separate communication for different user personas — journalers, meeting users, content creators — who have different motivations
Open rates were declining and the team had no way to diagnose whether the problem was content, timing, or deliverability
How Mailercloud Helped Voicenotes Fix the Funnel
Mailercloud gave Voicenotes the tools to build a structured, behaviour-aware email programme — and the inbox visibility to know it was actually working.
Voicenotes used Mailercloud's Inbox Tracker to identify exactly which mailbox providers were filtering their emails — so they could fix delivery issues before they affected campaign results.
Different email journeys for users who recorded their first note, users who didn't, and users who recorded but never explored Mailercloud features — all triggered automatically.
When free users hit their recording limit, Mailercloud triggered a targeted upgrade email within minutes — at the exact moment users felt the constraint.
Separate campaigns for journalers, meeting-note users, and content creators — each with messaging that reflects how they actually use the product.
Users inactive for 14+ days entered an automated re-engagement flow that surfaced features they'd never tried — bringing a measurable share back to active use.
The Solution:
How Voicenotes Implemented
Mailercloud
Voicenotes rolled out Mailercloud across two core layers of their communication strategy.
Lifecycle Campaigns & Automation
Inbox Tracker & Deliverability
Voicenotes used Mailercloud's Inbox Tracker to:
Feature Spotlight:
What Made the Difference
Advanced Automation
Voicenotes mapped their entire user lifecycle into Mailercloud's automation builder — from first recording to feature discovery to subscription upgrade. Each path responds to actual behaviour, not arbitrary timers, making every email relevant to where that person is in their journey.
Segmentation
A journaler and a founder using Voicenotes for meeting notes have completely different reasons to upgrade. Mailercloud's segmentation let Voicenotes speak to each group in their own language — highlighting the features and benefits most likely to resonate, rather than sending the same message to everyone.
A/B Testing
Every onboarding email and re-engagement sequence at Voicenotes is A/B tested on subject lines and CTAs. Over time, the data has shown Voicenotes exactly what language users respond to and what creates the highest urgency to convert — turning the inbox into a true product engagement channel.
Inbox Tracker
Before Mailercloud, Voicenotes had no way of knowing whether their emails were reaching users or disappearing into spam. Inbox Tracker gave the team real-time visibility across all major inbox providers — so they could catch deliverability issues early, not after open rates had already fallen. It became the foundation of every campaign they launched.
Voicenotes' Results with Mailercloud
98%
Inbox placement rate
2.8X
Increase in free-to-paid conversion
38%
Dormant users re-activated within 30 days
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