The challenge: How do you take a standard welcome programme and make it feel personal, relevant, and genuinely useful?

Our approach: Say less, but say it better. Focus on what customers actually need to know in those early days.

What we did: We stripped the first 30 days back to the essentials. A series of simple, snackable emails designed to welcome, build brand connection, and help customers quickly get value from their plan.

How it landed: Customers who received the new comms reported around double the NPS of those who didn’t. Turns out, a thoughtful welcome really does make a difference.