About this project

Following the redesign of the TestGorilla newsletter, we applied our new design principles to all our email marketing materials. This gave us the opportunity to rethink our email automation strategy from the ground up. Previously, our customer onboarding consisted of a simple series of emails with time delays. We decided to use this opportunity to create a dynamic onboarding experience that responded to how new customers interacted with our product.

Results

This project saw great success, with a 90% increase in engagement rates on these emails, and a 30% increase in customer activation.

Email 1

• Sent to all new free plan sign ups

Email 2.1 & 2.2

• Only sent to users who haven’t started creating an assessment

Email 3

• Sent to all free plan sign ups.
• The psychology of getting a team involved creates a feeling of ownership and significanltly increases likelihood of converting.

Email 4

• Only sent to users who have created an assessment, but have not tested it (tested it themselves or with an external candidate)