I wanted to get much more communicative with new users, and much more education-driven.
When I was first tasked with revising Webflow's onboarding email flow, I immediately noticed how little Webflow communicated with new users—particularly those of the "self" and "learning" personas (which I'll explain momentarily).
Over 2 weeks, new signups received just 2 to 5 emails from Webflow, and all but an initial email (which went only to the "freelancer" and "agency/org" types) was primarily marketing-driven, pitching features, overall value, or Webflow's templates.
Based on the theory that "the best time to read a book is right after you buy it," I wanted to get much more communicative with new users, and much more education-driven. So I developed a series of emails designed to grow their skills with Webflow with near-daily emails, consistently reminding them of their shiny new tool, and providing links to educational videos designed to help them get started with the platform, and quickly learn about its capabilities.
While I was initially half-terrified by the idea of a daily email routine, open rates for the series start at 41.2% and end up around 19.3%, so roughly half of those who showed original interest are still opening 2 weeks later.