On-Demand Workshop: Anatomy of Winning PLG SaaS Welcome Emails

Everything from the September 2nd session is here. Recording, slides, and the full transcript.

The premise: the welcome email is the most opened email in almost any lifecycle program outside of transactional, and it's almost always the one nobody has touched since it was built. Open your ESP and you'll find cobwebs on it. We rebuilt one for our client Scout and took their click-through rate from 4.1% to over 17%, so this session is the framework we used, module by module, in a form you can pull and apply to your own.

Why this email is worth the time

It's the first touch point a user has with the brand outside the product itself. That makes it a huge opportunity and a badly underleveraged one.

Omnisend's data puts automated welcome emails at just under 4% click-through. When we started with Scout, an AI agent platform, they were sitting at 4.1%, right in that normal range. After the rebuild they were over 17%. The average isn't the ceiling. It's a starting line you evolve from with your own first party testing.

What actually changed in that email: it went from a list of information and features to personalized content, from a human, with one call to action. That's the whole framework in a sentence.

What the audits showed

Scout isn't a one-off, so we took the same lens to brands you already know. Canva, Monday.com, and ClickUp.

Canva's was decent because it was singular, focused on templates, but it still landed as a menu of six sections. Monday.com's redesign came down to prioritizing the text at the top and pointing it at the aha moment rather than the feature list. ClickUp is the extreme case. Their welcome email has more than 25 clickable CTAs in it. A million and one different paths a user could follow. I call that the Cheesecake Factory menu.

The interesting part is that later in ClickUp's lifecycle program they do an excellent job of reading behavior and personalizing off it. There's no reason that can't reach back into the welcome email. So in the redesign we picked the first step a user should take after setting up a free account, which is inviting their team, and built the benefits around that one action.

The six-part anatomy

Header. Drop the big logo. Minimize branding and add a short menu, usually just login in B2B SaaS. Pull a heat map and you'll see how many people open, click straight through the menu, and never read the body. That click-through is already yours to capture.

Top body. Align to the payoff, the moment of value, or the pain they signed up to solve. Use case first, not features.

Mid-body. One proof point, one idea, one outcome. This is the first place for a visual, a platform screenshot or a GIF that matches the top body content. The common mistake we saw was putting the visual at the very top and pushing the copy and the CTA below the fold.

CTA. One action, one button, ideally chosen from what you already know about that user. If you need a secondary CTA, make it look secondary.

Human voice. We A/B tested the first few emails new users get and saw a significant lift moving from a brand message to a human one. Headshot, name, title, and it carries through the copywriting too.

Footer. Most of the ones we audited were untouched ESP templates. Keep unsubscribe easy to find, then use the rest of that real estate. Scribe puts customer logos there so a trial user evaluating the platform gets reminded that companies like theirs already use it. App-based products can push the app download as the secondary priority.

None of it works without the data

Creating that level of use case priority and activation personalization is impossible unless you have good data feeding it.

We call the fix the Perfect Handshake. Plenty of teams treat the product experience and lifecycle marketing as separate motions. The best ones don't. Product creates a signal from what the user is doing in the platform, and lifecycle acts on it. That applies well past the welcome email, to trial-to-paid conversion, expansion, churn prevention, and winback. The faster you move from a standardized time-based calendar to behavior-based, the better.

That's why we prioritize data engineering as a core discipline on our team. The outcomes we work toward are impossible without it.

From the Q&A

Someone asked about CTA placement, since their organization worries about clutter high up in the email. In our A/B tests, moving the CTA above the fold gave us about a 1% increase in click-through rate. To keep it from feeling heavy, we'll use a two-column layout so the button sits beside the visual rather than on top of it.

On buttons generally: cap the copy at three or four words and make it a verb. If you're writing a long button, the real question is why that information isn't already in the body. Full width works well on mobile because it interrupts the scroll. Muted and pale colors underperform. Someone in the room had tested a solid black button against a black border-only version and said the solid one blew it away, which matches what we've seen.

The last thread was about carrying learnings across departments. If the product team already knows what works for buttons in the platform, start by bringing that into the lifecycle content. Same for customer success, where the content is almost transactional and the engagement rates are high because the user is actively looking for help.

Where to start

Pull your welcome email up next to the six modules and go section by section.

Start with the header, since it's the cheapest change and usually the fastest win. Then pick the one action you want from that email and cut everything competing with it. Then ask what data you'd need to make that action different for different users, because that's the part that takes the whole thing from good to compounding.

The full Q&A is in the transcript below.

The slides

The recording

The transcript (trimmed accordingly)

00:05:19

Jon Farah: Okay, great. So, what I'll do is I'll jump right in. I'm excited for this session that we have today because we've never shared this framework out, the framework that we use for welcome emails, and I think we've had the opportunity over time to really create a playbook that's easily repeatable. And that's my goal today, is to share a framework that you can pull and apply to the work that you're doing, you know, if you're working in B2B SaaS or product-led SaaS, and obviously welcome emails are essential to the user lifecycle experience. So that's the goal today and that's ultimately what we're going to share, is a framework that we use that we've actually seen amazing results from applying to one of our clients, and we apply it to all of our clients. And before I jump in, I know we have some familiar faces on today, but I want to give a little bit of context about who I am and what we do at LifecycleX. So, LifecycleX is a full stack lifecycle marketing agency and we specifically work with product-led software companies and we're really focused on bridging the gap between marketing and engineering.

00:06:32

Jon Farah: So, our team helps our clients build the data architecture and implement the stack that's essential to launching the lifecycle campaigns that we implement. So, we can do things like increase paid conversion, drive expansion revenue, and prevent churn. We've had the opportunity to deliver some amazing results for our clients. For example, for VectorCare, we were able to increase their transaction volume as a marketplace by 176% through lifecycle. So, I want to give a little bit of context before jumping into the framework and the anatomy itself that we're going to share today. And as you know, everyone saw the event page, and as we think about welcome emails, it's the most open email largely in the entire lifecycle program, right? Outside of transactional content, and almost always, when I talk to peers, it's the one email that hasn't been touched since it was built, right? I'm sure if we all went into our ESP, we'd see cobwebs all over the welcome email, because it just hasn't been touched in a long time.

00:07:38

Jon Farah: And the truth is that it's the first touch point in the user's experience ever with the brand, like outside of the product, right? So, it's a huge opportunity and largely an underleveraged one. And as we look at the data around welcome emails from a click-through rate perspective, and obviously we're really focused on what the user is doing inside of the platform, we can look at some of these metrics as an indication for the effectiveness at the top level of lifecycle programs. What we saw from Omnisend is that automated welcome emails are largely driving just under 4% click-through rates. And when we started working with our client, Scout, they're an AI agent platform, that's exactly what we saw. They were sitting at about 4.1% click-through rate, right around that normal range. But after we rebuilt their welcome email using this framework, we saw that click-through rate increase to over 17%. Ultimately, the average isn't the ceiling, right? It's a starting line that we can then evolve from through doing our own first party testing and then using frameworks and anatomies like this.

00:08:44

Jon Farah: So that email itself from a before and after perspective really went from a list of information and features into more personalized content from a human with a singular call to action. And that's ultimately what the framework is built around. Now, before we take a look at that framework, what we've found is that Scout isn't really a one-off. There's a multitude of opportunities to apply this same framework in B2B SaaS and product-led SaaS. So, what we did is we took this same lens and applied it to brands that you already know. We looked at Canva's welcome email. We did the same thing with Monday.com and ClickUp, just to contextualize welcome emails that we've seen out in the wild and what it would look like if we applied this framework. We'll share those examples and those redesigns and then we'll get into, layer by layer, what are the six modules that we can ultimately apply, that you can ultimately apply to your own welcome email.

00:09:53

Jon Farah: So let's take a look at Canva first. So as we were looking at their welcome email that I received, the focus was good because it was singular, right? It was focused around templates. There was just like six different sections. There was kind of a menu of different templates. Well, our framework is very focused on the singularity of content and driving users to one specific item, event or action so that we avoid overwhelm. And that's exactly what we did in this redesign that you'll see on the right. We simplified the content, focused on aligning the content to the benefit that the user is aiming to unlock or the action that we're driving them toward, and made sure to carry that through visually as well. Now, as we look at Monday.com, we prioritized in the after design here on the right, you'll see a prioritization of the text at the top of the email. And we can't see the exact text right now, it's a little small, but it's very much so focused on directing users to their aha moment.

00:11:01

Jon Farah: So it goes from hey, here are the things that you can do inside the platform, to hey, here's what you should do, right? And it takes really sharp personalization to get this done, I realize that, but there's so much benefit, as we saw in the click-through rate, when you can narrow the journey, the path and the messaging for the person that you're engaging them with, to guide them to ultimately the next best action or first next action that you want to push them to. Now, ClickUp is a crazy case. When I was looking at their welcome email, there's like over 25 clickable CTAs inside their welcome email. So, it's very much so just like a massive menu with a ton of content, a million and one different paths that someone could follow. So, it was essentially like a here's everything welcome email. Now what we found as we're auditing ClickUp's lifecycle program is later in the lifecycle experience, they do an amazing job of measuring behavior and using that behavioral data to inform personalization.

00:12:11

Jon Farah: So there's no reason why we couldn't do that in the welcome email, right? So we can narrow the user to a singular focus and drive them to an activation event, to an engagement, to the next best step. So that's exactly what we did in ClickUp's redesign. We focused on the first step that a user should take as they've set up their free account, which is naturally inviting their team. And we position the benefits around that, instead of on the left side here. Like I call this the Cheesecake Factory menu because there's just a million and one different things you could do. And there are over 25 clickable CTAs, which is a little bit nuts to me. Yeah, a little overwhelming. But we're learning, right? And we're evolving and we're building based on kind of what we know to be true from the results that we've seen and the tests that we've run. So before I jump into the six-part anatomy where we'll go module by module through the welcome email framework here, I want to get an understanding of where folks stand right now.

00:13:18

Jon Farah: So, I'd like for you to jump in the chat and simply comment A, B, or C. As far as off the top of your head, where you know your welcome email click-through rate to be right now. Is it less than 1%, A, between 1 to 3%, B, and greater than 3%, C? I'm seeing a lot of C's, which is great, which I expect. I know we have a bunch of amazing lifecycle marketers in the room that are very much so A/B testing, evolving and scaling performance. So that's great. I just want to gather some context. I appreciate you guys jumping in the comments. It gives me good context for the folks in the room because I think this is where we start to get relevant, for folks that are out of seat and you're looking for opportunities to scale that even further, scale that hit rate even further.

00:14:18

Jon Farah: So, I'll share exactly how we look at the anatomy of the welcome email framework in six steps and we'll jump into exact examples of how these come to life. We'll fill in the header. Contrary to a lot of what landed in my inbox when we audit, is dropping the big logo, right? And really moving toward minimized branding with short menus. You'd be shocked at what click-throughs look like when you look at a heat map and you see how many users just open an email and click through the short menu versus reading through the entirety of the body. So huge opportunity to drive CTR in that. Most make the mistake of a huge visual or a huge logo with a lot of vertical space. Now, as we look at top of the body content, right, this is an opportunity to align directly to a payoff that you're aiming to drive the user toward, a moment of value, or aligning to the pain in which they signed up for in the first place. This is very use case oriented.

00:15:19

Jon Farah: Then, as we get into mid-body, let's focus on one proof point, one idea, one outcome that ultimately starts to drive the user to the action. Right? So you've got them into the use case based information, the alignment, the value in which they're there for in the first place, and then moving them progressively toward the action in which you want them to take in the mid-body, which ultimately lands to what we highly recommend is a singular CTA. One action, one button, exactly what you want the user to do next. Ideally based on their behavior and the use case context you have about them. If we're running secondary CTAs here, it's just important that we make it feel visually secondary. We again don't want to end up at like a Cheesecake Factory menu welcome email. This will be really interesting to share when we look at this visually and how we can approach making these welcome emails from a human. Whether we're using a generalized persona for that or we have the complexity to personalize with an assigned customer success person, finding an opportunity to make sure that these first touch points are human first as much as possible.

00:16:28

Jon Farah: And then in the footer, there's a bunch of missed opportunity in the footers based on all the welcome emails that we audited. We saw a lot of standardized ESP templated footers. So there's a ton of opportunity, obviously making unsubscribe easy to access, but also using it as an opportunity for proof point. So now what I'll do is I'll jump into visually how this comes to life and we'll move section by section. So naturally on the left side here we've pulled some examples from my inbox, right? So we went out and kind of redesigned some examples that we found, which many of you have probably seen these welcome emails as well. They're really popular tools. But on the left side, we're looking at the original, what we received, what these brands currently have set up. And on the right side, we've applied the framework. Now, as we look at the header section, huge opportunity for driving easy click-throughs for our users by adding a short menu. Now, for most of us, that short menu that we see on the far right side here is going to be a simple login, right, in B2B SaaS.

00:17:37

Jon Farah: Now, what would be great, if the behavioral data and the context data is really clean inside of the data architecture and landing in the ESP, is to personalize, right, and drive users through the short menu based on what they did last or what we want them to do next. But level one is simply minimizing to a login and also minimizing that branding on the left side. So balancing the two is essential. A lot of teams make the mistake of large branding, as if a user doesn't know the brand before they even clicked into the email, right, to ultimately read it. So simplicity is essential here. And then also giving the user the opportunity to just not read through the entirety of the email and do the action in which they were either reminded to do or driven to in the first place, using personalization where we can, but obviously it relies on data complexity and data pipelines. Now, as we move to the body, right, this is our opportunity to focus on the one job, the one behavior, the one action that gets the user to their first win, right?

00:18:54

Jon Farah: And the more contextual information we have about the use case, the better. So, how can we either one, exacerbate the pain point in which they're aiming to solve, or two, align directly to the outcome? We like to call it activation, the value in which they signed up for in the first place. So that once a user starts jumping into the content, they're immediately aligned to the inclination within. Not generalized, not generic for everyone, but the exact use case, the exact reason that that user signed up for in the first place. The faster we can get there, the more engagement that we'll see as we look at the heat maps and click-through rates toward the bottom of the email, because we see that we're progressing users through the content because we've aligned to them right from the get-go. Now, as we look at mid-body, this is our first opportunity for visuals. In the welcome emails that we audited, we saw a really common mistake where visuals were prioritized to the top of the email, sometimes even pushing all of the other content, the CTA, and any written content below the fold.

00:20:06

Jon Farah: What we found is mid-body is the real opportunity, if we can create personalization, align either a screenshot of the platform, a GIF or a compelling visual that again closely matches that top body content. So either a problem that they're going to solve through the platform or pain point, an exchange of value and activation moment that they're working toward. Now the more we can render this visual the better. We can for example include the logo from their workspace or some context around their workspace for personalization, the better. But ultimately what's most important is avoiding like hey, here are the million and one different things you can do, and presenting those visually, but rather working toward that narrow outcome, that narrow action that we're aiming for users to do or accomplish through this content. Now, as we get to the CTA, right, this is where it's really hard for teams to implement simplicity. And I get it. There's a lot that we want to tell new users, right? But what we found is minimizing the paths that users can take from the content ultimately leads to better platform activation when they actually land there.

00:21:27

Jon Farah: I am obsessed with Mixpanel, Amplitude and PostHog because it gives us so much insight as to what users do when they actually land in the platform based on the content that they receive in their inbox or the multi-channel outreach that they receive. So again, what we're doing immediately within the content, we've got a simplified header section that's driving a short menu so users can click through if they don't want to read content. They just remembered, oh my gosh, I forgot that I subscribed to that platform, let me get back in as fast as possible. And then as we progress through the body content, we're aligning to their use case, their pain point, or their activation moment that they're aiming to accomplish. We're presenting that visually, right? It's valuable. And then from a call to action perspective, we're just narrowing as much as possible. This is the one thing we want you to do, or you told us that you want to do, right? And that's where simplified CTAs with action verbiage really come into play, and it allows us to increase that click-through rate because we minimize overwhelm and the multitasking of different things that users could do.

00:22:41

Jon Farah: So again, requires really sharp data to get this done, but once you do, it's incredibly effective. Now, let's talk about sending content from people. What we found in these early messages, we A/B tested, I think it was the first two or three emails that land with new users, and we found a significant increase, like we made incremental improvements to get to the 17% click-through rate, right, and we found significant improvements when we reposition the content from a brand message to a human message, especially in B2B software, right, where frequently workspaces, our customers, are assigned to a specific group of customer success people or they're hearing from a leader. Now, the best way we found to do this is naturally a very low profile footer and using a headshot, name, title, and then also brand logo, where you'll see a lot of click-throughs toward the bottom of the email as well. And this obviously carries through the copywriting of the content itself and is relevant for the personalization within. But it was really interesting to see the level of improvement that we saw from moving those early touch points into a human first positioning and human first content here.

00:24:13

Jon Farah: Now, last section as we look at the layers for the framework is the footer. What you'll see on the left side is largely what we saw from the brands that we audited, was standard templates from their ESPs, right? Why? Because they're super easy to scale. The modules are easy to repeat as content scales over time, but they're missing a huge opportunity, right? And on the right side here are a couple examples, both from more of a web-based B2B SaaS and then also like an app-based SaaS on the bottom as well. But taking those opportunities, if a user is reading through to the footer, do things like drive the socials, right? This is a natural one. This is what we all do. But also drive credibility and secondary priorities that you want a user to activate against. For example, Scribe on the top right is prioritizing some of those brand logos, some of that proof, so that as a trial user is evaluating the value within the platform, they're reminded that like, hey, companies that look like you use us too, right?

00:25:22

Jon Farah: And trust us for the long term. And then on the bottom here, driving users to the app store to do that secondary priority, which is like downloading an app after they've already activated against the web-based platform naturally. So there's opportunity in the footer, right? Don't only think about the footer as the standardized ESP templates that are required for deliverability and landing in the inbox with address and unsubs and stuff like that. That's also an opportunity to show customer logos and drive to secondary CTAs as well. So what we're looking at in these six sections, to recap, is the header is very much so low profile with smart short menus. The more personalization we can apply to the short menu based on the context we have about a user's behavior, the better. I also realize that it's sometimes difficult to create that level of personalization, but we want to make sure that that short menu is minimized to like two potential actions. Then as we move into the top body, we're really focused on the payoff, the pain point, the use case, the why behind why a user signed up for the platform in the first place.

00:26:39

Jon Farah: Mid-body, we're digitally showing that, right? We're showing the platform experience. We're showing the outcome, or exacerbating the pain point potentially, but we're continuing to create alignment before we drive users into a singular CTA that's directly aligned to the action that we want them to complete or the value in which they're aiming to unlock. Lastly, we close with content from a human, right? And this carries through the entirety of the content as well. Highly recommend folks A/B testing this because it was really cool to see the level of engagement after adding that human touch point. And then in the footer, this is an opportunity, this is real estate. How can we drive to a secondary priority or use it as an opportunity to share proof? And what we found from implementing this framework and the work that we do is it's so incredibly reliant on data. Creating the level of use case priority and activation personalization in this content is impossible unless you have really good data to inform it.

00:27:53

Jon Farah: We call this amongst our team, we call it the Perfect Handshake. And what we find is that you'd be surprised how many teams kind of treat the product experience and lifecycle marketing as separate motions. But the best create this Perfect Handshake between the two, where the product creates or presents signals based on what the user is doing inside the platform, their platform experience, and then the lifecycle actions on them. So within the welcome email, we've talked about a ton of opportunity for personalization based on this data, but there's naturally opportunities throughout the user's experience, especially as we're looking at key revenue moments, a trial to paid conversion, an expansion and upsell opportunity, churn prevention, and win backs, for lifecycle to action upon this data. So the faster we can move from standardized time-based generalized lifecycle strategy into behavior-based strategy by creating this Perfect Handshake, the better. Now at LifecycleX we built this framework and we also follow and implement the Perfect Handshake. So we built it and then we also implement it.

00:29:12

Jon Farah: Specifically what we do is we prioritize behavior-based lifecycle programs for our clients that action on signals, not standardized calendars. And we do it because we are one of the only lifecycle teams that prioritize data engineering as a core discipline amongst our team, because ultimately the outcomes that we work toward are impossible without it. So yes, we build lifecycle programs. We also build the underlying infrastructure that's essential to launch programs that scale over time.

00:30:32

Jon Farah: I actually timed this really well. I tend to run over a little bit, but I like to use the first 30 to walk through the content and share what we have and then the last 15 for Q&A. I have a few thought starters on the shared screen here, but I'd love for you all to jump off mute or add to the chat any questions that you have or info that you want to share. Pulling up the chat here as well.

Attendee 1: Hi. I do have a question on CTAs and like sometimes the ones you showed, it seemed like maybe they're below the fold.

00:31:30

Attendee 1: I think that's fine, but people in my organization kind of get caught up on like them being really high up, and I was just curious if you had a viewpoint there.

Jon Farah: Yeah, absolutely. We actually rolled out header CTA buttons in one of the programs that we work on recently, because we did see about a 1% increase in the click-through rates when we simply moved the CTA above the fold. And typically how that comes in, let me share the control here so we kind of get an idea for it. We'll use ClickUp as an example, is finding opportunities, and I've got my mouse over here now, finding opportunities to land the CTA button above the visual. Whether we are using like a two column approach to left align and right align so we can organize that content well without overwhelming visually with like a huge CTA button. But we have seen about a 1% in the A/B tests that we've run, about a 1% increase in click-through rate, which can be significant when you have a large user base.

00:32:39

Attendee 1: For sure. Okay. So, maybe inline versus like the button. I think I get caught up on the button because it's so clunky and like visually sometimes distracts from what you're trying to share. So, that's a good idea.

Jon Farah: Yeah. Yeah. Absolutely.

Attendee 2: Question for you. My, yeah, can you hear me?

Jon Farah: Hey there. I have you.

Attendee 2: Hey there. Thanks for the meeting. Have you done any testing with the width of the button, the CTA, and also the color of the button? What I found is if it's like book your trip to Miami today and save 30%, that's way too long. It looks like a banner and people ignore it. Whereas if it's like click here, tap here, discover more. So kind of the width of the button, is something you tested? And then also this green kind of neon CTA button you have.

00:33:23

Attendee 2: What have you found with testing button colors?

Jon Farah: Yeah, I love that question. And actually we standardized our CTA button strategy across mobile and desktop recently, where on mobile we run full width, which we saw an improvement in click-through rates just running edge to edge because it interrupts the content, right, as a user is scrolling on mobile. And then on desktop, as far as verbiage within, I completely agree with you, like maxing out at three or four words is essential and using action verbiage is definitely a priority. There are other opportunities, like for example if you're trying to explain a platform functionality, like what someone can do if they click through, the CTA button isn't the place to do that, right? It should be communicated either visually in the mid-body visual or within that opening upper body content as well. So if we find ourselves writing long CTA buttons, ask ourselves how aren't we communicating that information before the CTA button, right? So that we can simplify the text so it's very action oriented.

00:34:41

Jon Farah: And then from a color scheme perspective, that's an interesting question. Typically what we'll do when we launch a new program is we'll A/B test based on the variety of different options that are available to us in brand colors and then we go with what's best. But we found largely that muted colors don't work as well, whereas some of these like more, for example lime green here, colors perform a little bit better.

Attendee 2: Yeah. Yeah. I've seen that as well. That's why I was curious. I've had some clients that are using branding color like light pale buttons and brown and different things and it just doesn't seem to do too well.

Jon Farah: Yeah. Have you ever seen just the border only button? Something just like a border.

Attendee 2: I have. Yeah. And I've tested that actually against the solid black button and the black button blew it away. Black with white font versus black border and you know black font inside.

00:35:41

Attendee 2: So a solid button was more performant.

Jon Farah: Yeah, that's what we found as well. And it makes sense because the border only is very much so just, it almost looks like a highlight that you send to a coworker. It's like, hey, I'm talking about this. You know, you draw a box around it and send a visual. Yeah, those are great questions. I appreciate you all jumping in. Let me just check the chat really quick, make sure I've got everyone covered. I saw someone mentioned the recording. I'll definitely send that out. Yeah, your experience building products and building UX is super relevant here. In and out of product experiences tightly coupled. Yeah, I completely agree. And maybe that's an opportunity to kind of double click into what we were just talking about in button strategy. Like as lifecycle marketers, I was recently talking to someone about this.

00:36:44

Jon Farah: It's so cool that we get the opportunity to, sure, work in marketing, but we also work with the product, the engineering, sometimes the customer success and sales teams. And just like someone mentioned there, if the product team has already learned something about button strategy within the platform or within the marketing site, starting by carrying that over to the lifecycle content is the logical first step, and then we can test and iterate over time as well.

Attendee 2: Yeah, we found similar wins when marketing would share with our customer service team, like be sure you put a button in your customer service response. You know, just basic stuff, and it lifted what they were doing as well. But yes, on the product experience, it's the most obvious connection.

Jon Farah: Ah, that's really interesting. So, standardizing footers for customer success touch points. Yeah, that makes a lot of sense. I mean, because customer success obviously the context is different, but the content is almost transactional, right? Where their engagement rates and open rates are obviously incredibly high because the user is looking for help. So, the way that we look at transactional is an opportunity, an opportunity to add personalization and content within, outside of like change your password and usage limits and things like that. It sounds like you thought about customer success touch points as the same opportunity. Yeah, that's great.

Attendee 2: Yeah, because the customer doesn't see it as two different departments. It's the same brand.

Jon Farah: Definitely, definitely great. Well, this session was awesome. I appreciate the chats and the questions. What I'll do is I'll share over the slides along with the recording. It was great to see folks today. I'm glad we could collab and feel free to reach out if you have any tips in your welcome email design strategy that we can apply to ours. Thank you all. Have a good one.