At Perplexity AI, I designed a drip campaign that onboarded new users and fostered engagement, reaching 20M+ users with an impressive 45% open rate and 3% click-through rate (CTR). My approach combined user-centered UX writing with strategic drip campaign elements to guide users through their early Perplexity experience, making complex AI search features more accessible.
The Challenge
Perplexity’s onboarding process needed a strategic update to address three main challenges:
- Complexity of AI-Powered Search: New users often found it challenging to grasp the full range of Perplexity’s AI capabilities, which led to hesitation in regular usage.
- Low Initial Engagement: Without a clear onboarding path, many users failed to return after their initial experience.
- Retention & User Familiarity: Building consistent touchpoints to familiarize users with key features was essential for retention.
Approach
I crafted the newsletter campaign with a user-first and insights-driven approach, focusing on clarity and engagement:
- Stepwise Introduction of Features: Each email focused on a specific feature—beginning with core AI search tools, then moving on to advanced topics like prompt customization and saved search functionality.
- Actionable Copy: The emails were structured with clear calls-to-action (CTAs), inviting users to explore features directly, creating a seamless transition from reading to action.
- Collaboration with Product and Brand Teams: Partnered closely with the brand and product teams to align visual elements, tone, and messaging for a cohesive brand experience.
- Iterative Data-Driven Optimization: Leveraged A/B testing to refine subject lines, layout, and CTAs, optimizing for open rates and CTRs over successive campaigns.
Results
This newsletter campaign drove significant improvements in Perplexity’s onboarding metrics:
- 45% Open Rate and 3% CTR: With content tailored to user needs, the campaign achieved high engagement across 20M+ new users.
- Improved User Understanding: Surveys indicated a 45% rise in user-reported confidence in using Perplexity’s tools, showing the effectiveness of accessible, educational content.
Conclusion
By leading Perplexity AI’s newsletter strategy, I transformed a basic onboarding campaign into an essential touchpoint for new users. The drip approach, enriched with clear UX writing and data-informed adjustments, successfully enhanced user understanding and engagement, setting a strong foundation for long-term retention and deeper feature exploration.
