Marketing Analytics with Fexingo · 2026-08-20 · 9 min
In this episode, Lucas and Luna explore a blind spot in marketing attribution: the customer onboarding email sequence. They discuss how these automated emails - often seen as a cost of doing business - actually drive significant downstream revenue, and why standard attribution models fail to give them credit. The conversation draws on a hypothetical example: a SaaS company that adds a new onboarding email and sees a measurable lift in user activation and retention, yet the last-click model attributes the sale to a final ad click. They also touch on the broader concept of 'dark funnel' activities and how brands can use incrementality testing to measure the true value of nurture flows. By the end, you'll understand why your onboarding emails deserve a second look and how to make a business case for investing in them. #MarketingAttribution #OnboardingEmails #CustomerNurture #MarketingAnalytics #AttributionModel #IncrementalityTesting #DarkFunnel #EmailMarketing #SaaSMarketing #CustomerRetention #MarketingROI #BusinessPodcast #FexingoBusiness #Marketing #Analytics #CustomerJourney #LucasAndLuna #Fexingo Keep every episode free: buymeacoffee.com/fexingo
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