Snapfish Onboarding Emails
Welcome Email
The first minutes, days, month after a new user registers with Snapfish are pivotal in terms of engagement and purchases. This revamp of our “Welcome” email expanded audience segmentation and sends from one to nine. In this first of the new onboarding series, I worked with a designer and developer to personalize the subject line with the user’s first name and deliver content based on user activity. I also wrote the new company tagline, “Snap. Print. Save.” to communicate the brand’s pivot to value.
Purchaser Email
Next, for those who make a first purchase, I personalized the subject line and header with the customer’s first name and tied the reward back to their action. We found personalized emails had higher open and conversion rates than those without a first name.
App User Email
For users who download the app, with or without a purchase, I highlighted an offer and suggested products that are easy to make on a mobile device.
Purchase Activation Email
For users that have registered but not yet uploaded a photo or made a purchase, I positioned this segment like a win-back email with a free gift that’s easy to make.
Non App User Email
For users who don’t have the app, I leveraged the content I developed above to drive app downloads.