Not your GRANDMA’s WELCOME series

Pet insurance isn’t exactly a “set it and forget it” type of service. To get started with your coverage, there are actually quite a few steps. But with this approachable email series, the complexities of starting your pet insurance don’t seem so bad at all. Each email balanced warmth with clarity while nudging customers toward time-sensitive actions. (Fun fact: insurance is regulated on a state-by-state basis. Another fun fact: this writer doesn’t actually find that first fact fun.)

Most critically, this turned what was once a confusing welcome series into one that built confidence and trust—and reduced churn by 18%. Pet insurance has a 30-day cancellation window, which overlaps with when a new customer would be receiving this email series.