I developed and executed an onboarding email series designed to welcome new users to The New York Times app and guide them through key features that enhance engagement and retention.

The series began with an email encouraging users to download the app, highlighting its convenience and exclusive features for subscribers. Once the app was installed, a personalized welcome email introduced users to the app’s interface and daily reading experience. Subsequent messages included an instructional email explaining how to navigate sections, customize notifications, and follow favorite topics, followed by a tutorial email demonstrating how to save and organize articles for later reading.

This thoughtful, step-by-step onboarding flow not only improved user activation and engagement but also played a key role in helping The New York Times surpass its 2022 goal of reaching 10 million total subscribers.