Iterable Lifecycle Journey Workers Paid — Onboarding
[DEV] Workers Paid Onboarding · REVISION

Workers Paid
Onboarding Welcome Series

A two-email onboarding journey that orients new Workers Paid subscribers to everything they unlocked, then surfaces the paid features most developers never discover on their own.
2Emails in the series (M1 + M2)
5 daysDelay between M1 and M2
SubscribeEntry type: subscribe to list
A/B ×2Subject-line test on both emails

The Mapping

Journey workflow in Iterable Studio

Users enter when they subscribe to the purchase-signal list. Before any email is sent, two Y/N splits gate the journey: (1) a suppression list check that ejects anyone in [Main] Suppression List, and (2) a Products News and Promotions eligibility check. Users who pass both gates receive M1 marketing + M2. Users who fail the eligibility check receive a transactional-only M1, then exit — no M2.

Entry Source
Y/N Split
Message (Email)
Delay
A/B Experiment (Iterable)
Exit Rule
Entry Source · Subscribe to list [Amplitude] UC Workers Purchases — Last 7 Days
List ID 6722xwwq. Subscribing to this list is the signal that the user purchased a Workers Paid plan.
Y/N Split · Suppression List Tile ID 62058167 · Matches 1 Criteria
Yes — user is in [Main] Suppression List → eject immediately.
No — user is not suppressed → continue to eligibility check.
Y/N Split · Marketing Eligibility Tile ID 62058168 · Matches 1 Criteria
Yes — eligible for Products News and Promotions → send M1 marketing + M2.
No — not eligible for marketing → send transactional M1 only, then exit. No M2.
Message · M1 Welcome A/B
Goal: orient them to the full scope of what they unlocked on the paid plan.
Yes path: marketing message type. No path: transactional message type — no M2 follows.Testing subject line · win condition: unique open rate
CTA: Launch Workers Dashboard
Time Delay · 5 days Movement trigger: M1 → M2
Waits 5 days after M1 is sent, then advances the user to M2.
Message · M2 Lesser-known features A/B
Goal: show the paid features most developers don't discover on their own — the ones that make the upgrade worth it beyond just higher limits.
Trigger: fires 5 days after M1 was sent.Testing subject line · win condition: unique open rate
CTA: Explore Workers Dashboard
Exit Rules · Always-on Eject immediately when…
Unsubscribed Hard bounce Bounce

In Iterable

How the journey looks on the Studio canvas

Users flow top-down from Start into two back-to-back Y/N splits before any email fires. The suppression split ejects anyone in [Main] Suppression List. The eligibility split forks the journey: eligible users get M1 marketing → 5-day delay → M2; ineligible users get a transactional M1 only, then exit.

Tile ID 62054771
⚡
Start · Entry Source (Subscribe to list)
[Amplitude] UC Workers Purchases Last 7 Days · 6722xwwq
Tile ID 62058167
⚖
Yes/No Split — Suppression List
Matches 1 Criteria · [Main] Suppression List
Yes — user is in suppression list → eject immediately. Journey ends.
No — user is not suppressed → continue to eligibility check.
Tile ID 62058168
⚖
Yes/No Split — Products News & Promotions
Matches 1 Criteria · Products News and Promotions message type eligibility
Yes — eligible for marketing → full journey: M1 (marketing) → 5-day delay → M2.
No — not eligible → transactional M1 only, then exit. No M2 sent.
Yes — Marketing eligible
Tile ID 62058172
◨
A/B Split · 50/50
M1 — Welcome (marketing) · CTA: Launch Workers Dashboard
Variant A · 62058169
"You're on the Workers Paid plan. Here's what it unlocks."
Variant B · 62058170
"You just upgraded. Here's everything that came with it."
Tile ID 62056381
⏱
Time delay · 5 days, 0 hours, 0 minutes
Movement trigger: M1 → M2
Tile ID 62058173
◨
A/B Split · 50/50
M2 — Lesser-known features · CTA: Explore Workers Dashboard
Variant A · 62058171
"You unlocked more than higher limits. Here's what most developers miss."
Variant B · 62058174
"These paid features are already on your account. Most developers never find them."
No — Transactional only
Tile ID 62058175
◨
A/B Split · 50/50
M1 — Welcome (transactional) · CTA: Launch Workers Dashboard
Variant A · 62058176
"You're on the Workers Paid plan. Here's what it unlocks."
Variant B · 62058177
"You just upgraded. Here's everything that came with it."
⏻
Exit
Journey ends. No M2 — user not eligible for promotional messaging.
Always-on
⏻
Exit Rules
Unsubscribe · hard bounce · bounce

The Copy

What actually lands in the inbox

The full copy for both milestone emails. Each subject line runs an A/B test (Variant A / Variant B); the body is identical across variants. CTAs point developers back into the Workers dashboard.

M1

Welcome — orient them to what they unlocked

M2

Lesser-known features — what most developers miss

The Experiment

A/B subject-line test on M1 and M2

Both emails ran a subject-line A/B test — same body, different subject. The variants and the read on why each performed are captured below to guide future upgrade and onboarding messaging.

A/B Testing Plan

In Iterable, A/B tests on journey emails are called Experiments. We run one on both milestone emails — subject lines only. Each optimizes for unique open rate (getting the developer back into the inbox to see what their plan unlocked).

EmailWhat's testedVariant AVariant BWin condition
M1 — WelcomeSubject line"You're on the Workers Paid plan. Here's what it unlocks.""You just upgraded. Here's everything that came with it."Unique open rate
M2 — Lesser-known featuresSubject line"You unlocked more than higher limits. Here's what most developers miss.""These paid features are already on your account. Most developers never find them."Unique open rate

M1 — Welcome · subject-line reads

Variant A

"You're on the Workers Paid plan. Here's what it unlocks."

Developers respond to explicit, transactional framing. Suggests they want to know what changed on their account, not be sold to. Tells you future upgrade emails should lead with the plan name and a direct value statement.

Variant B

"You just upgraded. Here's everything that came with it."

Conversational tone outperforms formal tone. Suggests developers respond better to language that acknowledges the action they just took rather than restating the plan name.

M2 — Lesser-known features · subject-line reads

Variant A

"You unlocked more than higher limits. Here's what most developers miss."

The curiosity gap works. "Most developers miss" creates tension on FOMO. Suggests developers are motivated by not wanting to leave value on the table.

Variant B

"These paid features are already on your account. Most developers never find them."

Ownership framing outperforms the curiosity gap. Makes the value feel immediately accessible. Suggests future onboarding emails introducing the upgrade/purchase should lead with what they already have, not what they might be missing.

Note: the source doc lists a winning read for both variants of each email. A live Experiment resolves to a single winner per test — confirm the actual winning subject line for M1 and M2 before rolling the learnings into future upgrade emails.

Success

How we define success

Primary metrics measure immediate message performance. Secondary metrics test whether informed users actually engage with — and retain on — the paid plan over time.

1 Primary · Message performance

  • Unique open rate — are the subject lines earning the open?
  • Click rate on the dashboard CTA — are recipients acting on Launch / Explore Workers Dashboard?

2 Secondary · Engagement & retention

  • 30-day dashboard activity after send — are they actually using what they learned about?
  • Plan downgrade rate 60–90 days post-send — are informed users retaining better than uninformed users?