Automate welcome and activation
Behaviour-triggered, not day-based. “Has not activated after 48h” beats “day 2”.
Step 5.3.1
Time: 8h
Done when
List the emails in the welcome sequence with the behaviour that triggers each. Every trigger is an event, not a day number. (Proof: a list of the items.)
If this is a change to your product
- What must become true
- A new account receives welcome and activation emails triggered by what it has or has not done, not by days since signup, and each email stops once the account has done what it asks for.
- Where it usually lives
- The email sender or lifecycle tool, fed by the same events the activation measure uses.
- The trap
- A sequence that keeps going after the person acts reads as automation that is not listening. Test with one account that activates on day one and confirm the later emails never send.