The Welcome Email is one of the first touch-points for members at the start of their plan year. In 2017, we had 25 variations of the email. Which meant we also had a spreadsheet that showed the differences between each message. 

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Just imagine, there are more variations for 2018. If you were a new member, we sent this email almost exclusively to help you activate your account. Our engagement on this email was the highest of any message we sent last year.  

Below, I pulled out a few emails to showcase some of the work we did. 

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Emails not shown here include confirmations and registration success. They're nothing fancy, just on-brand loop-closing for the member.