Nurture Email Campaign — New Homeowners

The Challenge

ONIT Home generated leads through partnerships with home inspection companies — capturing contact information for people who had just gone through the home-buying process. These new homeowners were the target audience, and most of them had little to no awareness of ONIT’s full range of services. The challenge was converting cold, unengaged leads into customers without being pushy, while educating them on products they didn’t yet know they needed.

The Approach

I designed and built a multi-email drip campaign targeted specifically at this post-move audience. Because new homeowners are in an active mindset of setting up and improving their space, timing and relevance were critical. The campaign leaned into that window of receptivity, spotlighting two of ONIT’s core offerings — water filtration systems and smart home security — across a series of emails spaced one month apart to avoid overwhelming recipients.

Improving the Production Process

One of the first things I tackled was the infrastructure behind the campaign. My predecessor’s workflow relied on raw HTML templates, which created bottlenecks and slowed production. I replaced these with WYSIWYG templates I designed from scratch, making it significantly easier and faster to build future emails without requiring deep technical knowledge every time. This was as much an operational design decision as it was a visual one.

Testing for Performance

For the first email in the series, I ran an A/B split test across two variations — one positioning ONIT’s concierge program (Email 1A) and another focused on a general brand introduction (Email 1B). Email 1A won, achieving a 0.52% click-through rate. That result informed the tone and framing for the rest of the campaign: lead with tangible value and a clear offer rather than brand-building alone.

The Campaign

The full series spanned seven emails, each building on the last:

Email 1A/1B — A/B test: Concierge program offer vs. brand introduction
Email 2 — Smart locks overview
Email 3 — Smart home security overview
Email 4 — Smart home technology
Email 5 — Refrigerator water filters are not enough
Email 6 — Bottled water alternatives / water quality

Results & Takeaways

The A/B test validated a key insight: new homeowners respond better to concrete, useful offers than to general awareness messaging. The WYSIWYG template system I built also had a lasting impact beyond this campaign, streamlining production for future email work at ONIT. Designing for both the end user and the internal team was one of the more meaningful outcomes of this project.