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Onboarding UX Email and In-App Copywriter for Snappy Kraken

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📌 Summary

I reduced churn by 50% and added over $100,000 in projected annual revenue for Snappy Kraken by creating an email onboarding sequence. The emails were carefully timed to increase engagement without bringing in any new customers. I boosted open rates and click-through rates significantly.

📂 Role Overview

  • 💼 Client: Snappy Kraken

  • 📆 Year: February 2022 - March 2022

  • 🏢 Engagement: Freelance - Conversion Copy and Strategy

  • 📍 Industry: SaaS (Financial Advisor Marketing Automation)

🎯 Key Responsibilities

  • Worked with leadership and product teams to find problem areas in the onboarding process.

  • Audited all existing onboarding content and support docs.

  • Designed an 8-email sequence (with in-app messaging) to meet user needs and key milestones.

  • Wrote original emails and in-app messaging and created multiple versions for A/B testing.

  • Developed a plan to reduce support tickets by addressing common issues in the user journey.

🧠 Strategy

The problem at Snappy Kraken was not with the software—it was with new users who were:

  • Confused during setup

  • Not understanding the platform’s full value

  • Overloading support with simple, repetitive issues

Instead of changing pricing or offering discounts, we created an onboarding flow to give users those “aha moments” early, reduce confusion, and prevent churn.

🔑 Messaging Focus

  • Reduce confusion by clearly showing next steps and expectations.

  • Reinforce value by demonstrating what’s possible on the platform.

  • Build momentum by showing users how to achieve early wins.

  • Reduce support needs by proactively answering common questions.

🛠 Solutions Delivered

  1. Discovery and Consulting: Identified user pain points and churn triggers.

  2. Onboarding Audit: Reviewed welcome, setup, and help flows.

  3. Messaging Strategy: Designed email sequence and in-app messaging based on message-market-moment fit.

  4. Copywriting: Wrote and structured the 8-email sequence (with in-app messaging).

  5. Testing Strategy: Developed A/B testing variants for subject lines and CTAs.

📈 Results

  • 📉 50% reduction in monthly churn

  • 📬 Up to 50% increase in email open rates

  • 🔗 Up to 300% increase in click-through rates

  • 💰 $100,000+ in projected revenue retained—without acquiring any new customers

  • 🎯 Created internal momentum for improving UX and lifecycle messaging

🛠 Skills

🌟 Relevant Testimonials

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