Historically, when hand-raisers (those who have not yet made a purchase) opted-in to promotional emails on nest.com they were immediately placed into the promotional funnel. To elevate this customer experience and acknowledge their unique positioning, my team built an onboarding series to provide a warm welcome to the brand and gently introduce products, categories, and solutions. We utilized the Nest design system for the look and feel, and built out the content strategy and copy.  Throughout the series, there is a soft push for conversion. Our hypothesis was hand-raisers express interest due to a need for information as they research smart home solutions in the market—making education more valuable than an aggressive sales pitch.