Sprig CRM was testing a minimum viable product (MVP) for small business owners. The team needed an onboarding email flow to:
- Educate new users on how to get started
- Encourage repeat usage to drive retention
- Reduce churn during the trial period
What I Did
- Designed and implemented a 7-email onboarding sequence using the brand that I developed
- Structured the content to progressively guide users from setup → feature adoption → ongoing value
- Balanced educational how-to content with motivational messaging and product benefits
- Monitored performance and iterated based on engagement data
Results
- Achieved an average 20% open rate
- Secured a 10% click-per-open rate, indicating strong engagement from those who opened
- Provided early retention data that informed product improvements and future lifecycle campaigns