B2B software, Warsaw
From one receipt email to a five-email welcome.
- Sector
- B2B project software
- Services
- Email sequence
- Duration
- 3 weeks
- Deliverables
- sequence map, 5 emails, subject-line variants
Context
- Team: 4 people, no marketer.
- Language: Polish.
A small software company had a sign-up flow that ended with one email: 'Your account is ready'. New users got lost in week one, and support answered the same three questions every day.
Approach
- We interviewed the support lead and read 30 support tickets to find the three questions people actually ask
- We mapped five emails, each with one purpose: welcome and one first step, the feature people miss, a short customer story, an answer to the top objection, and a check-in
- We wrote subject-line variants for each email
- We wrote in the product's own language, short, second person, no exclamation marks
- Two revision rounds, delivered as text for their mailing tool
Before and after
Subject and first line
Before
- Welcome to [Product]! We are thrilled to have you on board. Click here to get started.
After
- You have an account. Here is the one thing to do today. Create your first project with three tasks. It takes about four minutes.
Before
- Welcome to [Product]! We are thrilled to have you on board. Click here to get started.
After
- You have an account. Here is the one thing to do today. Create your first project with three tasks. It takes about four minutes.
Outcome
New users now hear from a person in their first week, and the support team stopped answering the same three questions by hand. The sequence runs on its own.
Client comment
Tomasz W., head of product, B2B software, Warsaw
Our welcome was a receipt. Now new users get five emails that sound like us on a good day. Support stopped answering the same three questions by hand.
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