Convert_ Case Study
Email series. Brand voice. Conversion copywriting. Customer success.
Convert_ is the no-code powerhouse making it easy for anyone (tech pro or technophobe) to build interactive calculators and forms in minutes.
Their mission is to “empower businesses to capture, qualify and convert leads automatically with interactive content, without coding skills or hiring developers.”
But behind the scenes, their onboarding emails weren’t setting users up for rapid-fire wins (or the engagement Convert_ dreamed about).
The Problem
Onboarding email series with low engagement
1. No Aha Moment
The original email series had good content, just not enough to hit that “aha” moment and spark action. People opened the emails, but clicks were low.
2. Clever Over Clear
The previous email sequence sometimes left users with more questions than answers. Explanations were clever but needed more clarity.
3. Less Connection
Convert_ is built for “normal” people (not just SaaS nerds). Their expert yet approachable personality wasn’t coming through to connect with their audience.
The Solution
Convert_ collaborated up with us
We analysed the onboarding email sequence, paying close attention to the user journey, copywriting and brand consistency. With only three emails, the sequence was too short, so we needed to address that.
1. Journey Mapping
We took a fresh look at the user journey, pinpointed those “aha” moments, and mapped out six value-packed onboarding emails, each designed to make users see how they can achieve their goal.
2. Copy for Clicks
We set a strategy for creating emails that aren’t just read but acted on. We wrote in plain English, kept it casual and snuck in cheeky behavioural nudges. Each message had one clear call to action.
3. Voice Consistency
We made sure their expert yet approachable personality got stage time. Every email reinforced the same vibe users loved about the product, building trust and a sense of progress straight up.
Props, we got some feedback from a customer…
‘Great email: That last line about booking time with a co-founder who knows the product inside and out was the hook that got me to book. Nicely written!’
And I felt the same way about this email.
The Results
From lukewarm engagement to lit campaign
66% Open Rate
The very first onboarding email gets a 66% open rate, leaping well above the previous 53% and smashing past SaaS industry averages.
4x More Clicks
The same email hits a 38% click rate, nearly quadrupling the previous rate and marking the highest engagement Convert_ had seen.
Consistent Engagement
Open rates hold strong across the new sequence, staying above 40%. Click rates remain 2–4x higher, even in the later emails.
More Active Users
More new users started, built and published tools. Customers now convert from passive sign-ups into confident, active users from day one.
Conclusion
Engaging and activating users
The right email onboarding series engages, nurtures and activates target users from click one.
Convert_’s new onboarding email series guides users to the “aha” moment. It helps them get started, build and actually publish tools.
Higher engagement helps Convert_ move users from the free tier to paying subscribers.
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