Onboarding UX Email Copywriter for Snappy Kraken

📌 Summary

Reduced churn by 50% and added over $100,000 in projected annual revenue for Snappy Kraken through a strategically timed, high-impact email onboarding sequence. Boosted open rates and CTR significantly - without acquiring a single new customer.

📂 Role Overview

• 💼 Client: Snappy Kraken

• 📆 Year: February 2022 - March 2022

• 🏢 Engagement: Freelance - Conversion Copy and Strategy

• 📍 Industry: SaaS (Financial Advisor Marketing Automation)

🎯 Key Responsibilities

• Consulted with leadership and product teams to identify friction points in early onboarding.

• Audited all existing onboarding content and support documentation.

• Designed an 8-email sequence with tight alignment to message-market-moment fit.

• Wrote original onboarding emails with multiple variants for A/B testing.

• Created a plan to reduce support tickets by addressing common drop-off points in the user journey.

🧠 Strategy

Snappy Kraken had world-class software and a strong product-market fit - but new users were:

• Confused during setup

• Missing the platform’s core value

• Clogging support channels with repetitive issues

Instead of discounting or tweaking pricing (a band-aid fix), we built an onboarding flow to deliver aha moments early, improve time to value, and preempt churn-inducing friction.

🔑 Messaging Focus

• Reduce confusion → clarify expectations and next steps

• Reinforce value → show what’s possible

• Increase momentum → highlight early wins

• Deflect routine support → proactive answers in-context

🛠 Solutions Delivered

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

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

3. Messaging Strategy: Designed sequence around “message-market-moment” fit

4. Copywriting: Wrote and structured 8-email sequence

5. Testing Strategy: Supplied subject line + CTA variants for A/B tests

📈 Results

• 📉 50% reduction in monthly churn

• 📬 Up to 50% increase in email open rates

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

• 💰 $100,000+ projected revenue retained, with zero additional customer acquisition

• 🎯 Created lasting internal momentum for further UX and lifecycle messaging improvements

🛠💻 Skills and Tools

🛠 Skills

• Email Marketing and Automation

• SaaS Onboarding and UX Copywriting

• Customer Journey Mapping

• Funnel Optimization

📜 Applicable Certifications

🌟 Relevant Testimonials

• “Knows how to take complex concepts and simplify them, make them clear, and make them extremely actionable…”
• “Cares deeply about the work he puts out and delivers at a high level…”