Challenge

ANGLR is an interactive app for fishing enthusiasts. The brand specifically wanted more members to upgrade to Pro status, a paid subscription tier which unlocks extra features. This goal was unique in that angling is a seasonal sport, and the app was looking to upgrade these customers in what would normally be considered off-season. For those not upgrading, the brand wanted to encourage immediate use. If the customer used the app shortly after downloading, they were more likely to retain and upgrade in the future.

Approach

To engage with new customers, Hawke Media created a new Welcome Flow email series. To encourage upgrades to ANGLR Pro, Hawke segmented audiences to reach the most loyal ANGLRers from the free tier and those who previously had the Pro subscription.

A series of A/B tests revealed specific details that performed better with different audiences. For example, the CTA button “Take a Trip” performed about twice as effectively as “Open App.”