The day-two onboarding email is not being opened
Setup completion is fine on day one. The next morning I send a note about the second step and the open rate is miserable. Subject lines I have tried sound either like a newsletter or like a warning.
Comments (7)
One change, then stop. Address "Setup completion is fine on day one" and leave the rest of the product alone for a week.
What was the first sign you trusted in "Setup completion is fine on day one"?
I have been adjacent to this. The sentence I would not skip is "Subject lines I have tried sound either like a newsletter or like a warning". Finding who it is for mattered more than adding another feature.
I am not convinced "The next morning I send a note about the second step and the open rate is miserable" is the constraint yet. The people who saw it may have been the wrong room.
Subject lines that name the unfinished item beat the brand name for us. 'Your import is still waiting' outperformed anything with 'welcome' in it.
Day two is late if the second step was the reason they signed up. I moved that step into the empty state and the email became a nudge for people who stalled, not the instructions themselves.
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That has not happened before. The change was the empty state sentence, not a new step. I am not throwing a launch for it. I am leaving the sentence alone.
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