Challenge

Confluence Premium onboarding emails were not resonating enough with new admins, and the team wanted more relevant, action-based messaging that could drive stronger engagement. The existing journey already covered important product education, but much of it read like feature explanation instead of guided action.

Strategy

Rewrite the onboarding email series and A/B test the new flow against the existing one.

Results

The post-analysis reported that the brand copy outperformed the control on top-line engagement across the analyzed window. The highest-performing emails increased open rate by 134% and click-through rate 340%.

My Role

+Reformatted the content strategy to simplify the onboarding experience
+Rewrote email copy