Philo Onboarding series

Philo Onboarding series

The onboarding email series was proposed to build a stronger connection with Philo trial users. The goal was to revamp our existing welcome email and send out additional emails that educated trial users about product features and offered relevant content suggestions to help decrease churn.

My Role

Strategy
Coding
Design + Execution

Platform

Desktop
Mobile

stakeholders

Maketing
Design
Engineering

Problem

We needed to map out the various stages of the subscriber journey. The welcome email needed to support the various user flows.

I needed to build this email in rails to enable dynamic copy. Over 50% of users sign up on a mobile device so the visual approach needed to be mobile first.

The onboarding email series was proposed to build a stronger connection with Philo trial users. The goal was to revamp our existing welcome email and send out additional emails that educated trial users about product features and offered relevant content suggestions to help decrease churn.

My Role

Strategy
Coding
Design + Execution

Platform

Desktop
Mobile

stakeholders

Maketing
Design
Engineering

Problem

We needed to map out the various stages of the subscriber journey. The welcome email needed to support the various user flows.

I needed to build this email in rails to enable dynamic copy. Over 50% of users sign up on a mobile device so the visual approach needed to be mobile first.

Process

The original email wasn't successful at converting trialers to subscribers and poorly educated users about the product. I simplified the welcome email and highlighted each relevant feature in separate sends. Overall this project took several months to complete, from concept to execution.

I used Figma to design and explore several visual styles that incorporated Philo's new brand toolkit. This series would serve as a precursor for the visual identity for emails, and I wanted to create a template that could be repurposed. I incorporated different colors and layouts for each iteration until I found a solid direction that could be carried out beyond this series. 

Iteration 1

Iteration 2

Iteration 3

Iteration 4

Once the final design was approved by stakeholders, I coded the emails in html/CSS and uploaded the files into Gitlab to create templates. Then, I used Terminal to upload the templates to Philo’s staging site and QA’d each email before the official launch.

Solution

The original email wasn't successful at converting trialers to subscribers and poorly educated users about the product. We simplified the welcome email and highlighted each relevant feature in separate emails. Overall this project took several months to complete, from concept to execution.

Results

We created five single send email campaigns with 20 iterations to support all of the dynamic copy variations. This experiment ran for six months and resulted in the following top-line metrics:

Open rate: 29.59%
CTR: 2.96%
Unsub rate: 0.22%


Overall this onboarding series resulted in +5% conversions from trial user to paid subscriber.

Tay Williams

The Playback