---
aliases: ["Create onboarding checklist for new subscribers"]
Is A: Task
Belongs to: "[[24q3]]"
Status: Done
Owner: "[[person-luca-rossi]]"
---
# Create onboarding checklist for new subscribers

New subscriber retention was identified as a key lever during the [[24q3]] planning. Data showed that subscribers who engaged with at least 3 emails in their first 2 weeks had a 90% chance of remaining subscribed after 90 days, while those who opened fewer than 2 had a 45% churn rate within the same period. This task created an onboarding sequence designed to maximize early engagement.

The onboarding checklist defines the sequence of touchpoints a new subscriber receives: welcome email, curated "best of" digest, community invitation, and a personal note from [[person-luca-rossi]]. Each touchpoint was designed to deliver immediate value and build the habit of opening the newsletter.

## Acceptance criteria

- [x] Map the ideal first-14-days subscriber journey with specific touchpoints
- [x] Write copy for each onboarding email (welcome, best-of digest, community invite, personal note)
- [x] Set up automated triggers in the email platform for each touchpoint
- [x] Define success metrics (14-day open rate, 30-day retention rate)
- [x] A/B test the sequence against the previous single welcome email

## Notes

- The A/B test results were striking: the new onboarding sequence improved 30-day retention from 68% to 79%. This is one of the highest-ROI projects of the year.
- The personal note from [[person-luca-rossi]] was the most-opened email in the sequence (62% open rate), suggesting that personal connection matters more than curated content for early engagement.
- The onboarding flow is documented in [[procedure-subscriber-onboarding]] and was refined further in [[25q1]].
