Case Study
Fetch Pet Insurance
Bringing clarity to the customer journey
Context
Fetch is a leading pet insurance and wellness company.
While there’s huge demand for pet insurance, it’s still very new to U.S. pet parents. For Fetch, that lack of familiarity with the category was compounded by a post-enrollment email flow that wasn’t doing enough to educate new customers. People didn’t understand what they’d just signed up for or what they had to do next — leading to rejected claims, angry calls, and high churn. I was tapped to reimagine the onboarding series from the ground up.
Process
Open rates for the existing onboarding emails were strong, which suggested that new customers were hungry for information. To capitalize on that high intent, I recommended sending two emails on the day of enrollment, plus one more on each of the following five days — ultimately landing on an aggressive cadence of 11 emails the first month.
The existing flow didn’t have a true confirmation email, so that was the first thing we designed: table stakes, but crucial for building trust. (The confirmation email linked to an onboarding page, which was one of several educational pages I laid out and wrote for this project in addition to the emails themselves.) To further set the tone for the relationship, customers received a warm welcome from the CEO that same day.
From there, every email was dedicated to doing one thing at a time: driving one action (like downloading the app) or explaining one concept (like the waiting period or medical records) instead of trying to glance at everything all at once. The copy was brutally clear — I used subject lines like “PLEASE REVIEW: Waiting period in effect until MM/DD” — and key points were repeated. You don’t win points for subtlety.
To capitalize on high intent, the confirmation and app marketing emails featured prominent CTAs.
When in-depth explanations were needed, I was careful to be as clear as humanly possible.
Once the waiting period was over, our focus shifted to educating new customers on the claim process.
Outcome
The new onboarding series drove massive impact for the business. Open and clickthrough rates were sky-high, and every KPI related to the customer experience got significantly healthier — from a 46% decrease in churn and a 56% decrease in call volume to a 14% increase in app installs.
“Ray was relentless in understanding our business problems and our audience. When he revamped our onboarding series, the results were phenomenal: 90-day churn was significantly reduced and phone calls fell off a cliff. We have a complex product that new customers struggled to understand, but Ray provided clarity with clear, concise messaging that set them up for success.”
Andrew Lontos
VP, Customer Experience, Fetch Pet Insurance
