this is an example doc used in [this post] that shows how to create successful nurture programs
LNA: Install Snippet Email (EXAMPLE)
Overview
An email educating and encouraging new leads to install the snippet in the Optimizely product.
Hypothesis
By sending an email with a humorous subject line about installing the snippet, users will be more likely to open the email than if they are sent a serious subject line.
Baseline Conversion
Out of all leads that were delivered our "Snippet Install Email" (5,000), 35% of them opened the email (1750).
Goal
Increase create account conversion by 7%
Baseline conversion = 4,900 leads per variation
Audience
New leads that created a self-serve Optimizely account
Content
Cadence: 1x week to new leads
Notes
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