GROWTH
The onboarding email that quietly doubled retention
It was not the copy, and it was not the timing. It was what we stopped asking people to do.
Marcus Reyes
Growth
We removed four steps and kept one
The original sequence asked new accounts to invite a teammate, connect a data source, name their workspace, and pick a plan. Each request was reasonable in isolation. Together they formed a wall. People who hit that wall did not come back.
The replacement asks for one thing: connect a source. Everything else moved into the product, surfaced at the moment it becomes useful. Thirty-day retention moved from 21% to 44% over the following quarter.
Sequencing beats persuasion
We spent months rewriting subject lines when the problem was structural. No amount of copy fixes a request made at the wrong moment. Ask for the smallest useful action, then get out of the way.
