Use it to understand the psychology behind onboarding email sequences and substitute in key needs your own customers will have that should be addressed in post-purchase-triggered messages. He loves gadgets, bikes, jazz, and breathes ‘email marketing.’ He is a brand magician who loves to engage and share insights with fellow marketers. Let’s see the typical sequence of the onboarding campaign. 7 Tips for Your Onboarding Email Sequence. There’s nothing that indicates it’s personalized, so it’s likely set up to send at the same point for each new user. Onboarding is the process of introducing your product or service with the prospects. Sometimes a potential customer may have a complete change of mind, or fear of commitment, before finalizing the sale. You can also use this opportunity to ask users why your product wasn’t a good fit. Therefore, you should plan to see increased engagement rates when you send your user onboarding emails. You can send email reminders that the sale, trial period, or early bird pricing will be ending soon. Map the “aha moments” of your product in up to 4 emails mentioning why your leads should choose you instead of your competitors. While you can’t rest the responsibility of long-term retention solely on your onboarding emails, it’s worth it to review how cohorts of users who receive the sequence perform over time. Now it’s time to convert subscribers into bonafide customers. Who doesn’t love a little spring shopping? Home » Slack – Onboarding Email Sequence. by user personas and the actions of recipients. Check out the captivating example below by BrightTalk. In the graph below, they’ve used the date of first purchase to track spending over time. For a task like this, you should set up a. to identify core feature adoption. There are loads of ways to optimize onboarding email sequences and it can easily get out of hand. For a task like this, you should set up a cohort analysis to identify core feature adoption. Headspace uses their welcome email to celebrate the new user’s progress and let them know how the company will support them. This could be login frequency, the number of features used, or some other engagement benchmark. Abandoned cart recovery sequence. Squarespace uses its winback email to offer assistance or a trial extension. The feature spotlight email below lists a few next steps, as well as the “reward” for completing it. ACTION STEP: Don’t send out an email without a clear strategy behind it; each email should add value and be written as if your reader has never heard of your product before. While you don’t have to include a gamification element, as ProdPad did, this email shows you the power of planning the exact steps you want new users to take. Instead, compare conversion rates moving forward to what you saw before you had a series, and save A/B testing efforts for optimizing your email sequence. This will help in customer retention & greater revenue. Those are the real benefits of your product that will convert readers into customers. The header addresses that the user has a draft waiting, and the email talks about getting feedback on the survey. There’s nothing that indicates it’s personalized, so it’s likely set up to send at the same point for each new user. Just one more step before the sales email. Getting users engaging with the right mix of features for them is as important as the engagement itself. Free users who complete the prompts (author note: prompts = onboarding emails) within 24 hours are almost 80% more likely to convert to paid customers than those who don’t. The headline lets users know Squarespace is still ready and willing to help, and the email gives vital information about the fact that the user’s website isn’t live on the web. When you’re planning content and onboarding emails, consider what’s going on in your user’s life. ACTION STEP: Freebies don’t have to cost a lot to be valuable. Also Read: How to get started with B2B marketing automation. Email #12: Introduction to CakeHR integrations. Email subscribers are literally inundated with messages; the average office worker receives more than 140 emails a day! You should thank trial users for signing up and celebrate the fact that they chose to try something new. Here are the 3 types of user onboarding emails you should send new users (with real examples). Getting attention is no small feat. You’ll typically send the first step or getting started email the day after a trial user signs up, making it a time-based message. This should be a no brainer. Studies have shown that by giving something away right before sending a sales letter, you increase the likelihood that the reader will make a purchase. What motivated them to sign up for your product at this time, and what related topics could they be interested in? While you don’t have to include a gamification element, as ProdPad did, this email shows you the power of planning the exact steps you want new users to take. Future emails, like the one below, could also mention specific monthly plans or upgrade offers. A successful email onboarding sequence requires a well-designed process. User onboarding shouldn't only happen inside your app. For example, onboarding emails equip people to book appointments, start using products, or find out about the services they’re testing during trials. offers up forums to chat with other users, tutorial videos, and help documents. The first upsell emails may focus on the benefits of your service along with a simple CTA button, or an offer to talk to a customer success team member. Onboarding email sequence. This generated excitement in subscribers who wanted to create a campaign specifically to use this great freebie; which they may be even more likely to do via Aweber after this added incentive. In this onboarding process, ConvertKit is showing and teaching you how to set up your ConvertKit account, according to your own wishes and activities. Shopify does an excellent job of producing and sharing content that’s adjacent to their product. Implementing a full onboarding email flow will likely always drive more conversions than a standalone welcome email, so you don’t need to A/B test users between having a sequence or not. Headspace offers a 14-day free trial. By installing Grammarly on your browser or word processor, your writing is automatically checked without having to login. The first upsell emails may focus on the benefits of your service along with a simple CTA button, or an offer to talk to a customer success team member. Comparing how well each group retains or grows based on which iteration of the onboarding sequence you sent gives you an idea of how effective your emails were. That’s needed info, but the selling points for the consumer are the benefits. Tools to help you design, automate and coordinate the messages you send your customers, whether you have 1 or 10 million. While action-based emails require a little more planning, they are considered best-in-class these days. You could also set up a trigger to send additional information if they click through an email to a blog post. There are two main types of email automations you can choose from—. ProdPad automates their onboarding email flow by adding more time to a user’s free trial each time they complete a task. Once you’ve captured the imagination of your readers with your first email, it’s time to continue creating compelling content and a sequence of emails that converts. Freeletics nails this in the screenshot below. With our Demand Gen Digest, we’ll send you the latest advice and techniques to drive demand for your business. On the flip side, an onboarding email campaign can flop, and your brand new subscriber may simply disappear. If you're creating an onboarding sequence for the first time, there are some fundamental steps you can take to ensure it's received well by your customer base. Now don’t forget about them! Onboarding email sequence: From welcome to the sale . Rather than simply saying, “you forgot to send your survey,” the email offers advice to overcome a potential roadblock. This often happens as a result of boring, spam-filled, or irrelevant emails with no value for the reader. Use an enticement, such as early bird pricing, to add a sense of urgency. The majority of companies are rolling out the same carpet for all new signups, sending a ‘how to use feature X’ email on day 2 of signup, ‘how to use feature Y’ email on day 3 and so … You have an opportunity to be a trusted resource, and you should do all you can to help users. Now is the time to break it out and let others sing your praises. We love this email by Ritual, a company that is dedicated to creating vitamins from suppliers they trust, with good-for-you ingredients. require a little more planning and setup, but you can always start simple with an automation or two. Sometimes a trial period comes and goes without a conversion. In the, Emails are a perfect reminder for users to log into your app over and over throughout their trial. Using the right tools for your welcome email sequence. Slack is a cloud-based communication- and collaboration tool. Learn how to drive demand, easier-straight from the experts. If you aren’t sure what each user is interested in, let them show you. Introduction: Email Onboarding Sequence Process has been designed as an aid for you to develop a professional email campaign, to familiarizes your customers with specific features of your product/service. Help your team deliver great looking and highly engaging emails to every device without writing a line of code. Celebrate their progress and cheer them along their journey. When you onboard someone, you give them the information they need, keep them engaged– and ultimately get them to buy from you (or stick around for more) When planning your onboarding sequence and trial experience, think about what level of engagement or feature usage an ideal user would have. We come away from reading this email with no clear idea of how long the coaching sessions last, how many classes make up a session, or how the classes are delivered, but we are pretty darn sure we are ready to sign up because we can see the results the coaching brings (for example, “fast efficient results”), and want it for ourselves! To create excitement and an urge to take action, the users want to see your email when they are ready. Or, there may be an essential first step, such as creating a team, project, or campaign within your app. This pre-emptive measure makes the assumption that if one person has a question, many others will have similar concerns. Shopify does an excellent job of producing and sharing content that’s adjacent to their product. For example, can they still access data once the trial period is over? An email onboarding sequence is a series of messages delivered to your audience after they take an action. Future emails, like the one below, could also mention specific monthly plans or upgrade offers. If time-based emails are one-size-fits-all, triggered onboarding sequences are like a bespoke suit. There comes the point in a free trial when a user needs to upgrade. On the flip side, an onboarding email campaign can flop, and your brand new subscriber may simply disappear. Everyone wants to feel appreciated and recognized, and your customers are no different. This can be much easier than manually sending the same emails to your clients or customers each time someone buys something from you. Third Email, Day 5. Imagine you’re visiting a new country, and you have a tour guide to show you around for the duration of your trip. Monitor a few different engagement metrics such as login frequency and session duration, in addition to, A spike in conversion rates is wonderful, but you also need to play the long game (aka. ) For example, you may trigger feature spotlight emails each time a user interacts with a previously-mentioned feature. This takes a little detective work because you aren’t answering questions individually but taking time to address each concern to your whole email list. Looking for software? Choose a few top features and let users know what they can achieve when they use them. The message points out the benefit of Square, which is being able to accept payment in many forms. Information-packed, but still easy to digest and go through. However, you don’t need to reinvent the wheel to create a sequence. Rather than coming off as sales-y with constant promotions, you can teach users about related topics and position yourself as a thought leader. Keep reading for onboarding email best practices, the anatomy of an effective welcome email sequence, plus onboarding welcome email examples. Take the time to think through your onboarding flow and user experience logically. ACTION STEP: Take a look at your blog or social media comments, messages to customer service, and direct queries to pin down some of the most common issues received. If users aren’t taking important actions, such as importing data, you may choose to send follow up messages to help them along. There are plenty of platitudes to describe the benefits of an onboarding email sequence that are a bit abstract. This is a good way to look at your new trial subscriber or user experience. Don’t assume your reader knows, or remembers, anything about your company, product, or service, and don’t expect a reader to do their own research; bring the information to them in the body of your emails. You can use your free trial emails to highlight a few features, but you’ll need to show some restraint. For this, you need a user onboarding email automation campaign. If a new SurveyMonkey user creates a survey, but doesn’t send it, the company sends reminder emails like the one below. That’s a massive drop-off, and we use the 24-hour mark as a benchmark for early customer success. You can create workflow triggers for actions such as interacting with a piece of content. Loyalty programs encourage engagement and reward your most loyal fans, all while, If you’re here right now, I’m willing to bet that your SaaS company offers a free trial. What benefits will be most enticing to them, and which actions help them realize value fastest? Executed correctly, a killer email sequence builds trust and credibility with email readers, engages potential customers, shares value-driven information about your product, and ultimately leads subscribers to take action. In this email, Ritual has identified that their customers would need to know the benefits of this particular nutrient before considering a purchase. specializes in crafting beautiful email templates, PSD to HTML email conversion, and much more. We’ve collected six tips and examples to maximize your onboarding with useful email sequences. As marketers working with our products day after day, we often forget how a newcomer views our services. Even if you plan on setting up a fully time-based onboarding email sequence, the welcome email needs to be automated. Read our Privacy Policy. You use email onboarding sequences to: Your SaaS onboarding emails are a roadmap for new users and a valuable line of communication for you, which means it’s worthwhile to invest some time into them. sends a roundup of tips that all users can enjoy. Onboarding email sequence: are you making this mistake almost everyone else is? They have an interesting email that talks about what the subscribers will get from their newsletters and what they can expect in the coming weeks. To make a bigger impact, let satisfied past and present clients do the talking. A spike in conversion rates is wonderful, but you also need to play the long game (aka retention) with your onboarding emails. To uncover the benefits from your customers’ point of view, find out what they hope to achieve (the big dream) and articulate how your product helps them reach that goal. For example, your users might need to integrate your app with their current tools or import data to get started. Pick a single objective for each message, such as driving action or teaching a user about one topic. Onboarding email sequence. uses a short email focused on creating an event. In this article, we described the main principles to help you craft your own sequence that brings desired results. having to login. For example. Emails are a perfect reminder for users to log into your app over and over throughout their trial. Treat emails like sales letters, ‘cos they are! For example, you may group users together by signup date. Creating an email onboarding sequence isn't difficult. He loves gadgets, bikes, jazz, and breathes ‘email marketing.’ He is a brand magician who loves to engage and share insights with fellow marketers. What It Is: A would-be buyer has left something in your shopping cart, but left without purchasing. Email onboarding sequences support trial users as they’re getting started, but how are they set up? This email lays out the foundational framework required to create a successful marketing automation campaign. We’ll explore your sequence must-haves one by one. to celebrate the new user’s progress and let them know how the company will support them. You can also use call to action emails to present pricing options. Truth is, most subscribers won’t convert the first time you pitch the sale but that doesn’t mean they won’t convert at all. Use this checklist to provide a positive onboarding experience for your new hires: Pre-joining 1. ACTION STEP: One way to add a sense of urgency to your sales letter is by using countdown timers built right into your email. Let’s look at an onboarding email sequence from Adroll. Continue to build a relationship through regular emails and in time, encourage them to become customers by repeating email steps #5 and #6 periodically. A great way to do this is to integrate the solution with platforms that are already a part and parcel of the registrant’s professional life. That’s because sequences based on user triggers deliver valuable information based on what users have actually done, making them more relevant. There’s a clear CTA at the top of the email, plus details about each payment method below. In this post, however, we’ll focus on the onboarding emails themselves. Basically, it’s a walk-through for your prospects or new customers. There’s a clear CTA at the top of the email, plus details about each payment method below. ACTION STEP: Add coupons for discounts and personalized messages to help revitalize the purchasing potential of these subscribers. By grouping users together and monitoring their actions, you can gauge how effective your onboarding sequence is at driving adoption. Now imagine the tour guide helps you out on the first day, and then leaves you to figure it out on your own for the next week. Comparing how well each group retains or grows based on which iteration of the onboarding sequence you sent gives you an idea of how effective your emails were. It’s also nice to highlight the people working behind the scenes. You may use an action-based email to send a reminder when someone’s activity has dropped off, or to introduce the next feature to someone who’s advancing through your app ahead of schedule. Because we’re talking about freemium users in this post, we’re focusing in on SaaS, since most other business types wouldn’t have a freemium offer. has a message about “How Asana Uses Asana” that highlights how team members use the app in their workflow. All of this spanning a 4-day client onboarding period we’ve estimated as an optimal to get our new client onboard. We’re willing to bet that added sense of urgency was a big boost for sales because it didn’t allow for a potential customer to think – and forget – about making the purchase. Try our Product Selection Tool, 7-Step Sequence for Onboarding Emails That Convert New Users into Paying Customers. A successful onboarding plan starts off value-heavy before you ever hit send on a sales letter. Be sure to give trial users notice about how much longer they have on their trial, and what will happen once the time is up. As the name suggests, action-based or triggered onboarding emails are based on user actions. If you aren’t sure what each user is interested in, let them show you. with your onboarding emails. . Does your product increase sales or conversions that’s coveted financial freedom to your customers or does it free up more time so they can spend it with friends and family? The proof is in the pudding. Implementing a full onboarding email flow will likely always drive more conversions than a standalone welcome email, so you don’t need to A/B test users between having a sequence or not. If you can help users realize value with as little effort as possible, they may be empowered to take the next step. In the onboarding strategy, it is important to follow the order of sending mass emails. There are a number of behavior-based triggers and secondary sequences in our onboarding flow. There’s nothing random about ‘em – it’s a funnel; Your copy shouldn’t be as slick as a used car salesman’s hair; Do NOT ask questions you may not want the answer to; Do NOT waste time on stories people don’t care about We send emails from our perspective, experts who already know all about the benefits of the service. Therefore, your goal is to understand what success means to them and work backwards to create an onboarding email sequence that gets them where they want to go. , there may onboarding email sequence ready to upgrade that will convert readers into customers without to. Your email onboarding sequences support trial users progress through product adoption at different rates, so it sense! Value for the reader and cheer them along their journey or word processor, your conversion rates increase customer. 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