We all know onboarding tactics are critical, not only for conversion, but retention as well. That’s why The Financial Times employs a five-part welcome email series for registered users (these aren’t even paying subscribers, which shows how serious FT is about conversion).

We especially like how the first email is more nuts and bolts, giving registered users vital information and different ways to engage with the publication. The subsequent emails then do a nice job of highlighting benefits and popular content topics, starting with the most likely to engage new users (i.e., business information) and ending with FT’s more lifestyle features. And note how each subject line is numbered (1 of 5, 2 of 5, etc), letting readers know there’s more to come.