Tactical Arbitrage Onboarding
COMPANY:
Tactical Arbitrage
INDUSTRY:
High-Growth SaaS
CATEGORY:
B2B, B2B2C, ecommerce
TYPE:
Inbound
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The Objective:
Welcome series: A sequence of emails introducing the platform and its core features for the first seven days.
Behavior-triggered emails: Personalized messages based on user actions (or inactions) within the platform during their trial and beyond.
Educational content:Â Step-by-step guides and video tutorials on key functionalities.
The Challenge:
Despite a steady stream of new sign-ups, Tactical Arbitrage noticed that only 30% of users were actively engaging with the software past the first 30 days. This low activation rate was hindering growth and increasing customer acquisition costs. We needed a solution to guide new users through the platform's features and demonstrate its value proposition effectively
The Process:
I developed a comprehensive lifecycle email marketing strategy focused on user onboarding. The campaign was designed to nurture new users through their first month, with carefully timed and personalized touch points.
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The project was implemented over a 90-day period, allowing for testing and optimization. We conducted user interviews to determine where our current email onboarding was failing and adjusted our copy and sequence accordingly.
Lastly, we used marketing automation software to segment users and deliver personalized content based on their engagement levels and actions within the platform
