Customer story

How Will Hero improved conversion rates with personalisation

Item: Drip Magnet
Rating: 5
Author: John Ryan

Instead of a single, one-size-fits-all flow, Drip Magnet sent each customer the right email for their stage — so more people came back and finished their Will.

58%

Open rate

+30% with Drip Magnet

Click rate

Doubled with Drip Magnet

2×

Returning users

Twice as many came back

2×

Conversion rate

2× more Wills completed

Alison Hart

Day 1 · Just signed upFemale, 44

Subject

Welcome to Will Hero, Alison

Hi Alison,

Welcome to Will Hero! We're thrilled you've taken the first step toward protecting the people you care about. You're in the right place to get this important task done quickly and easily.

Creating your Will takes only minutes. Our platform makes estate planning simple and clear with:

A visual, step-by-step builder
AI guidance from WillBot
Professional review before delivery
A 30-day money-back guarantee

Will Hero visual Will builder showing estate, beneficiaries and key roles

You can start and stop anytime, and everything is designed to fit into your busy day. Take your first tiny step right now.

Make My Will

Dennis Foster

In progress · 72% completeMale, 76

Subject

You're 72% there, Dennis — just a few steps left

Hi Dennis,

You've already made great progress on your Will, and you're well on your way to the finish line. You last left off in your Gifts & Residual Estate section — let's pick up right there.

Your Will Progress

72% complete

You're almost there — just a few steps left to finish your Will. From where you are now, most people only need a few more minutes to wrap things up.

Continue

Andrew Boyd

Started on mobileMarried, 2 kids + dog

Subject

Ready to finish your Will on a bigger screen?

Will Hero — Need more than a simple Will

Hi Andrew,

We noticed you started your Will on your phone, Andrew. It's great to get going — but some sections (like the Residual Estate) are much easier to see and complete on a larger screen.

Will Hero "Divide My Estate" beneficiary view shown on a laptop

Switch to a desktop or laptop and you can finish in just a few minutes — no rush, and it's worth it.

Continue your Will on desktop

Michael Chen

In progress · 85% completeMale, 62

Subject

You're almost there, Michael — pick up where you left off

Hi Michael,

Thanks for spending time on your Will, Michael — you've already done a lot of the thoughtful work most people put off for years. You're so close: 85% complete.

My details — Completed
Executors — Completed
Guardians — Completed
Residual estate — Completed
Gifts — Completed
Funeral wishes — Completed
Sign Will — Still to complete

You're genuinely one step from the finish line. Open the Review section to see what's left — and ask our AI Assistant any questions holding you back.

Continue my Will

Maya Sharma

Stalled · 5 days inactive

Subject

Your family is worth 10 minutes, Maya

Hi Maya,

Creating your Will might feel daunting, but customers like you tell us it was far easier and more reassuring than they expected. Here's what a few of them said:

“Remarkably easy. It takes away the anguish of what I thought was involved.”

— Amelie P.

“That was super duper easy. And kinda fun. Overall a great experience.”

— Teresa B.

Your next step is adding a Pet Guardian, so your dog is looked after too. Like the customers above, you'll probably find it easier than you expect.

Add a Pet Guardian

Tom Sullivan

Started · Not yet finishedMale, 62

Subject

Tom, Your Will Awaits – Let's Finish It Together

Will Hero — What happens if I die without a Will

Hi Tom,

Without a Will, Victoria's intestacy rules take over. The people you'd want to inherit might get nothing — instead, a fixed formula decides who receives your assets, which could mean distant relatives you've never met.

Complete my Will

James Patterson

Completed · Ready to sign

Subject

James, your Will is being prepared! 🎉

Hi James,

Congratulations on completing your Will, James! Many people put this off for years. Your final document is being prepared and will be emailed to you within 24 hours.

One important thing: your Will isn't legally valid until it's printed, signed, and witnessed correctly in your state. We'll include full instructions, but in short:

Print it on plain A4 paper (single-sided, no staples).
Sign it in front of two independent adult witnesses (over 18, not beneficiaries).
Have both witnesses sign straight after you, while you're together.
Store the signed original safely and tell your executor where it is.

No printer? We can post you a printed Will pack. Sign back in any time to review or update your Will free for 12 months — just re-sign any new version to keep it valid.

Sign Back In

Laura Thompson

Customer · 6 months on

Subject

Laura, has anything changed in the last 6 months?

Hi Laura,

You've already done some of the hardest work – you've chosen an Executor and Guardian, listed key assets, and even found Chewy the dog a Pet Guardian. That's a solid foundation for a clear, practical Will.

You also asked great questions about the Assets section and the different parts of a Will. That tells me you care about understanding what you're signing, not just ticking boxes – which is exactly how Will Hero is designed to work.

Next step is to start the Gifts and Residual Estate section, where you can visually layout who you wish to inherit your assets.

Review my Will

Visit website

Industry: Online estate planning
Region: Australia
Use case: Lead nurturing & conversion

The challenge

Impersonal emails and falling open rates

Will Hero is a leading Australian online Will platform, built to make creating a Will online easier and more affordable. But not everyone finishes their Will in one sitting — which makes an effective nurture sequence essential to helping people actually get it done.

Before Drip Magnet, Will Hero ran a complex, multi-branch sequence on one of the market’s leading nurture platforms, with different paths depending on which sections a customer had completed. The ideas were strong and the emails were well polished — but they weren’t truly personal. Everyone who qualified for a given message essentially received the same email, just with a different first name. And as inbox spam filters got better at spotting templated marketing emails, open rates were steadily slipping.

Timing was the bigger problem. Some people finish the same day; others come back a week, a month, or even a year later. Once someone exited a sequence, there was no way to keep emailing them without manually starting a new sequence — and then another if they exited that one too. Keeping up the steady, gentle stream of reminders people often need to stay on track simply wasn’t possible.

The solution

A unique email for every customer

After switching to Drip Magnet, results improved immediately. Open rates jumped to 58% (up from 45%) — subject lines became more personal and interesting, and because each email is uniquely generated rather than a recognisable template, more of them land in the inbox instead of the spam folder.

Click rates doubled, from 4% to 8% — driving 2× more returning users and, ultimately, a 2× increase in overall conversion. Before Drip Magnet, around 30% of people who started a Will completed it; now more than 50% eventually finish.

There’s an operational win too. Will Hero no longer has to constantly monitor and A/B test email templates to get results. For every send, the AI weighs up each customer’s full context:

Who they areSections completedSections remainingLast loginDevice used

It then drafts a fresh email each time, choosing different strategies for different customers — and continuously tracks what’s working, reports back, and feeds those learnings into the next round. In effect, it quietly does the job of a dedicated in-house email expert.

“Our goal is to help more people finish their Will — and Drip Magnet has done exactly that. Its personalised emails bring people back at the right moment and guide them to the finish line, and because it keeps learning, it only gets better over time.”

John Ryan

Co-Founder, Will Hero

Want results like this?

Book a demo to see how Drip Magnet would personalise emails for your users — or start a free trial today.

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