In addition to running the daily campaign sends for Four Sigmatic, I also had an ongoing engagement to revamp their existing flows, improving copy and design on a flow-by-flow basis. One of Four Sigmatic’s highest priority flows—their New Member Welcome—was in need of a complete overhaul.

While the original flow was designed to both say “Hei” to their new monthly subscribers and prevent subscription churn through product education, it was underperforming on both fronts. In addition to lacking an explanation as to how the subscription program worked, it also lacked the fun, whimsical, brand-building content that turned one-off customers into long-term brand loyalists.

To get it all done, I created a content outline that would give customers an engaging walkthrough of how to use their membership portal while also encouraging them to attend a New Member Onboarding Session hosted by a Four Sigmatic staff member. And also sneak in some Finnish fun facts along the way.

Getting the content written was a blast as I got to coordinate with one of Four Sigmatic’s Finnish founders and learn about aspects of his culture that had inspired so much of the brand’s ethos. With a crash course in Finland done, pronunciation attempts appropriately chuckled at, and an onboarding session of my own completed, I wrote all of the emails, led the design team in execution, and helped build out the flow.

Month over month, it’s achieved a 3x increase in onboarding sessions (and a subsequent increase in subscription AOV), and I’m happy to say that the quiz I built at the end has resulted in a surprising amount of happy emails from customers.