. @MasterworksIO is an incredible case study in creating a ton of quality touch points early in a user’s journey

...and 99% of them are via simple automation

1/

scheduling a 15 minute “membership interview” is baked into their signup process

while some could view this as an impedance—I’d argue it both filters out lesser quality users and increases the conversion (and investment size) of high intent users

2/

all of their copy (from signup flow to calendar invite description) creates a sense of of scarcity and exclusivity

- use of a waitlist
- “due to demand”
- “priority access”
- “can only accept limited number of investors”

3/

they follow up with an automated email a day after signup, but it’s a plain-text “personalized” email stripped of any obvious marketing assets

adding the reps’ face at the bottom humanizes the email and creates a sense of accountability to attend

4/

they send an automated LinkedIn dm from the founder on the morning of the membership interview

simple automation, small nudge, but keeps masterworks top of mind

also creates another layer of humanizing the process

5/

top to bottom it’s an absolute masterclass on reducing churn during onboarding

the process also creates trust in a novel (arguably unproven) investment vehicle for first time art investors

6/

tbh the attention to detail and process makes me want to invest in masterworks (the company) more than the art

but plenty of tips here for founders to take note of for their own companies