© Illustration by Aurélie Garnier
The context
Educating subscribers about their entitlements is critical for successful onboarding. One effective method is to send subscribers a targeted email welcome series. However, inboxes are becoming more crowded and email engagement such as click and open rates are declining. Additionally, the average subscriber at The Economist is older and affluent, so we saw an opportunity to test sending a physical welcome pack—opening an additional channel and creating a premium and tangible experience.
