We were preparing to launch a new crypto app. We wanted the product accessible to a broad audience, including crypto newcomers. However, the crypto domain comes with a steep learning curve and heavy regulations, especially around KYC (Know Your Customer) procedures which vary based on a user's citizenship and tax residency. Even initial deposits posed challenges, as not all payment providers or countries support crypto transactions. For users unfamiliar with anything beyond fiat currency, onboarding could be overwhelming. That’s why we needed a strong incentive, such as a free trial of a premium plan (Injuu Plus) with attractive perks.

We developed several email campaigns and multi-channel communication flows using email, push notifications, and in-app banners.
We segmented our audience based on where they were in the onboarding journey and characteristics like tax residency. Key communication flows included:

New sign-ups
For users who downloaded the app and signed up, we displayed a welcome banner and sent an email offering a welcome gift—10 free days of Injuu Plus, with a detailed overview of the plan's benefits. We also gave a brief preview of the next steps in the product journey. If users didn’t start the trial within 24 hours, we sent a gentle reminder.

Active Plus users without KYC
For users who had started the free Injuu Plus trial but hadn’t passed KYC yet, we launched a separate campaign (email + push + banner). We assumed they’d already explored premium features like detailed coin analytics. To nudge them toward trading while their trial was active, we highlighted the next steps, deposit options, and how to begin trading—framing it in a compelling way. Since KYC was required for trading, we clearly communicated its importance.

Users stalled at KYC
For those who hadn’t started KYC at all, we created communications leading to a dedicated screen that showcased the benefits of verification—like better security and preserving anonymity. If KYC still wasn’t completed within 24 hours, we assumed users might have encountered issues with document submission. We then sent country-specific follow-ups focusing on the required documents and how to complete the process smoothly.

Users who passed KYC but didn’t deposit
These users received targeted comms (email, push, banner) briefly outlining available deposit methods tailored to their country and currency. They were guided to a short interactive quiz (2–5 questions) that helped them choose the easiest deposit method and provided detailed instructions. If no deposit was made within three business days (the maximum time for bank transfers), we sent a follow-up campaign including a survey asking why they hadn’t deposited yet.

We successfully launched the communication flows alongside the app's beta release. Unfortunately, the project was shut down shortly after and did not proceed to a full rollout.