Welcome Email Series
This campaign targets newly verified customers – welcoming them and encouraging them to set up and use their full benefits (Bank Linking, Recurring Investments, Round-Ups, and Custom Portfolios) within their first 5 days.
I created the copy for these emails.
Subject Line: Welcome to Acorns! Let’s get started.
About: Investing Basics (Day 0)
Subject Line: Link a bank account to invest with Acorns
About: Investing Basics (Day 1)
Day 1 push notification: Reminds user to link their bank account so they can take advantage of all the product has to offer.
Subject Line: Auto-invest your spare change with Round-Ups
About: Investing Basics (Day 2)
Day 2 push notification: Encourages customers to set up Round-Ups.
Optimizing the sign-up flow
The goal: Growth
"As we geared up for a major growth push, launching marketing campaigns from all directions, we ran into a big problem..."
The problem: One-size-fits-all sign up
Referral links drove users to a landing page promoting a bonus investment offer—but once they started registration, the offer faded. There was no follow-up to reinforce the reward or remind them what steps to take to claim it. We were bringing people in, but the missing follow-through meant losing them before they could convert.
Previous designs. Another UX content challenge was the lack of a design template or system—each screen had different character limitations, making it difficult to write until the design was finalized.
First things first…
Build the foundation
Knowing we needed custom text for each offer, I partnered with Design to create two templates. We set character limits and defined their roles in the sign-up flow: the landing page reinforces the offer and a details page outlines specifics.
Here’s what that looks like in practice.
