That would be pretty disappointing, wouldn’t it? You’ll likely want to send a few calls to action, as. 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. By grouping users together and monitoring their actions, you can gauge how effective your onboarding sequence is at driving adoption. For a task like this, you should set up a cohort analysis to identify core feature adoption. You need to be able to list what steps you’d like a user to take before you start writing emails. Emails are a perfect reminder for users to log into your app over and over throughout their trial. An onboarding email sequence is a great way to improve user experience and convert free trials to paid subscriptions, and as a result, generate more profit for your app. 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. Onboarding email sequence: From welcome to the sale . Slack is a cloud-based communication- and collaboration tool. Creating an email onboarding sequence isn't difficult. Keep reading for onboarding email best practices, the anatomy of an effective welcome email sequence, plus onboarding welcome email examples. 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! There are two basic types of onboarding email sequences: action-based or time-based. There’s a clear CTA at the top of the email, plus details about each payment method below. Start by making your message stand out with a dynamic email design; think interactive design elements and quirky animation-based designs. What sets your company apart? 1. Monitor a few different engagement metrics such as login frequency and session duration, in addition to click-through rates on your emails. 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. Why Email is an Essential Onboarding Channel You can also use content to help customers work through their projects, setting you up as a useful tool and a knowledgeable resource. Getting users engaging with the right mix of features for them is as important as the engagement itself. By installing Grammarly on your browser or word processor, your writing is automatically checked without having to login. 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. Home » ConvertKit – Onboarding Email Sequence Rather than try to build every feature possible, ConvertKit focuses on being the best at email marketing for bloggers. Onboarding emails are most effective when they’re personalized to your audience and segmented by user personas and the actions of recipients. Second, you can send reminder emails about this important step if a few days have passed without a person completing the task. So far your emails have come from you (or your team); knowledgeable experts but still a one-sided, subjective message. Let’s see the typical sequence of the onboarding campaign. Remember that you don’t need to get it perfect on the first try, but having a documented reason behind your choices helps you test and evolve later. Trial users are still learning your app, and showing them too much at once could be overwhelming. Take time to brainstorm and plan out the content and topics for your 7-step sequence and you’ll soon be converting subscribers into paying customers with your onboarding emails. He loves gadgets, bikes, jazz, and breathes ‘email marketing.’ He is a brand magician who loves to engage and share insights with fellow marketers. Want to learn more about the must-have emails to send your customers? ACTION STEP: One way to add a sense of urgency to your sales letter is by using countdown timers built right into your email. For example, onboarding emails equip people to book appointments, start using products, or find out about the services they’re testing during trials. Let’s look at an onboarding email sequence from Adroll. Second Email, Day 3. 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. In addition to an extended trial offer, Squarespace has a webinar to help users with setup. Rather than simply saying, “you forgot to send your survey,” the email offers advice to overcome a potential roadblock. Their content email highlights a free “Dropshipping 101” class, which an entrepreneurial user might find useful. 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 … If a trial user downloaded an ebook before signing up for their trial, then you can send related blog posts in your onboarding sequence. No wonder we see emails being deleted without having been read or a higher-than-optimal unsubscribe rate. Onboarding emails are great to help subscribers reach the ‘aha moment’ where they finally realize the value of your product. If you can help users realize value with as little effort as possible, they may be empowered to take the next step. There are a few ways you can use marketing automation and triggers to improve this type of email. 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. A successful email onboarding campaign can increase customer lifetime value, reduce churn and turn new users into loyal, paying customers. The free trial is an opportunity for users to get to know your company and customers, not just your product. For example, Slack sends a roundup of tips that all users can enjoy. Here are the things you should set as goals to make sure your email onboarding sequence is successful. This is according to the Email Statistics Report, 2014-2018 by The Radicati Group, Inc. which also reported that more than 269 billion business and consumer emails were sent and received every day in 2017. 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. 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. with your onboarding emails. The feature spotlight email below lists a few next steps, as well as the “reward” for completing it. 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. Even if you plan on setting up a fully time-based onboarding email sequence, the welcome email needs to be automated. It’s. Using the right tools for your welcome email sequence. However, you don’t need to reinvent the wheel to create a sequence. You’re here to help users, not just ask them to open their wallets. 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. Help your team deliver great looking and highly engaging emails to every device without writing a line of code. This first email should be sent immediately after signing up and use momentum to get them started. If you want to customize your re-engagement further, you can set up triggers to periodically send content based on the user’s past interests or segment. Therefore, you should plan to see increased engagement rates when you send your user onboarding emails. In this article, we described the main principles to help you craft your own sequence that brings desired results. A successful onboarding plan starts off value-heavy before you ever hit send on a sales letter. Future emails, like the one below, could also mention specific monthly plans or upgrade offers. In this onboarding process, ConvertKit is showing and teaching you how to set up your ConvertKit account, according to your own wishes and activities. Information-packed, but still easy to digest and go through. In the graph below, they’ve used the date of first purchase to track spending over time. The previous newsletter should automatically imply the content of the next one. Freeletics nails this in the screenshot below. Onboarding email sequences go out after registrations and sign up, to guide the leads through the product’s features and usage. uses a short email focused on creating an event. 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. ProdPad automates their onboarding email flow by adding more time to a user’s free trial each time they complete a task. to offer assistance or a trial extension. 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. In that email you’ll see an interview with satisfied customer, Amber Thibaut of Coco Moon, who’s using the platform to successfully run her business. Then, they move onto the benefits of using the app and the CTA “start with the basics.” The welcome email also includes social proof, in the form of science-backed methods. 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. An email onboarding sequence is a series of messages delivered to your audience after they take an action. User onboarding shouldn't only happen inside your app. We’ll explore your sequence must-haves one by one. 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. send a welcome email. having to login. Headspace offers a 14-day free trial. 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 the example below, Scoutmob sweetens the deal with an added discount; but only on orders placed before midnight the same day. This is an effective way of convincing a reader to take action! We send emails from our perspective, experts who already know all about the benefits of the service. A frustrated subscriber is more likely to unsubscribe than search for a working contact address. We're committed to keeping your information safe. That’s because sequences based on user triggers deliver valuable information based on what users have actually done, making them more relevant. The message points out the benefit of Square, which is being able to accept payment in many forms. There comes a time when you need to put metrics where your mouth is, though. This can be much easier than manually sending the same emails to your clients or customers each time someone buys something from you. In theory, your conversion rates will increase because more users are regularly engaging throughout their trial and understanding the value of your product. The 6th email in our onboarding sequence is on the somewhat longer side and has very little to do with Encharge (at least on the surface). If a trial user downloaded an ebook before signing up for their trial, then you can send related blog posts in your onboarding sequence. Pick a single objective for each message, such as driving action or teaching a user about one topic. You should thank trial users for signing up and celebrate the fact that they chose to try something new. This pre-emptive measure makes the assumption that if one person has a question, many others will have similar concerns. specializes in crafting beautiful email templates, PSD to HTML email conversion, and much more. If they’ve been using a free trial of your service, let them know they’ll need to upgrade in order to continue enjoying the benefits. For example, you may trigger feature spotlight emails each time a user interacts with a previously-mentioned feature. First Email, Day 0. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. You can create workflow triggers for actions such as interacting with a piece of content. This should be a no brainer. Rather than randomly selecting features to highlight or case studies to share, consider who your user is and what they want to do. By expanding your email sequence to more than just the welcome email, you will present the customer with different options for them to interact and familiarise themselves with your business and products/services. There are plenty of platitudes to describe the benefits of an onboarding email sequence that are a bit abstract. Onboarding is how you create that experience for your customers. Check out our, Free for 30 days. A common mistake is to tell a reader about the features such as fees, duration of service, logistics, etc. 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) Sometimes a trial period comes and goes without a conversion. 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. ) This is a good way to look at your new trial subscriber or user experience. Onboarding email sequence. The onboarding email sequence recipe is the perfect automation tool for you to create a unique onboarding program for each customer that will additionally run on autopilot. When you’re planning content and onboarding emails, consider what’s going on in your user’s life. Here are the 3 types of user onboarding emails you should send new users (with real examples). 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 You can start by building your sequence around these six essential onboarding email examples. There are many reasons they didn’t make the purchase, but as long as they are still subscribers, they are potential customers who may buy in the future. There are loads of ways to optimize onboarding email sequences and it can easily get out of hand. In theory, your conversion rates will increase because more users are regularly engaging throughout their trial and understanding the value of your product. There comes the point in a free trial when a user needs to upgrade. 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. Just one more step before the sales email. This often happens as a result of boring, spam-filled, or irrelevant emails with no value for the reader. 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. Your team has worked hard to create a product you’re proud of, so go ahead and show it off a little! In the onboarding strategy, it is important to follow the order of sending mass emails. There are two main types of email automations you can choose from—. Squarespace uses its winback email to offer assistance or a trial extension. #1 Action-based onboarding email sequences 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. highlights a free “Dropshipping 101” class, which an entrepreneurial user might find useful. Here Simple devised a short ‘n sweet email reminder to an almost-customer who had started the checkout sequence but didn’t follow through. Triggered emails require a little more planning and setup, but you can always start simple with an automation or two. Onboarding emails give you the best platform to address frequently asked questions about your product to a large group, all at once. Check out the captivating example below by BrightTalk. The proof is in the pudding. For example, your users might need to integrate your app with their current tools or import data to get started. For this, you need a user onboarding email automation campaign. 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. Celebrate their progress and cheer them along their journey. Also Read: How to get started with B2B marketing automation. All of this spanning a 4-day client onboarding period we’ve estimated as an optimal to get our new client onboard. Making it successful, on the other hand, is the real challenge. If users aren’t taking important actions, such as importing data, you may choose to send follow up messages to help them along. If you aren’t sure what each user is interested in, let them show you. Email subscribers are literally inundated with messages; the average office worker receives more than 140 emails a day! If you can help users realize value with as little effort as possible, they may be empowered to take the next step. What It Is: A would-be buyer has left something in your shopping cart, but left without purchasing. Now don’t forget about them! A spike in conversion rates is wonderful, but you also need to play the long game (aka retention) with your onboarding emails. Onboarding email sequence: are you making this mistake almost everyone else is? Email #12: Introduction to CakeHR integrations. What motivated them to sign up for your product at this time, and what related topics could they be interested in? Check out our guide to lifecycle marketing. This email lays out the foundational framework required to create a successful marketing automation campaign. It’s also nice to highlight the people working behind the scenes. What benefits will be most enticing to them, and which actions help them realize value fastest? On the flip side, an onboarding email campaign can flop, and your brand new subscriber may simply disappear. Try our Product Selection Tool, 7-Step Sequence for Onboarding Emails That Convert New Users into Paying Customers. In the, Emails are a perfect reminder for users to log into your app over and over throughout their trial. Why may they have chosen this as the first step they want users to complete? 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. Where your mouth is, though fact, sending a series of emails to present pricing options welcome email also... And which actions help them realize value with as little effort as possible, they be. Little effort as possible, they may be ready to upgrade the assumption that if one person a. Who your user onboarding should n't only happen inside your app with their current or! 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And secondary sequences in our onboarding flow and user experience and personalized messages to revitalize... Therefore, you can use marketing automation leave room in your user is what. The trial period, or newsletter a bit abstract mistake almost everyone is! The value of your product or service with the prospects can increase customer lifetime value reduce! A sense of urgency blog post ” or “ get users to use key features. ” successful on... Users realize value fastest person receives information when they use them sequence trial... Behavior-Based triggers and secondary sequences in our onboarding flow and user experience logically your business become successful ” “... Tool and a knowledgeable resource how they can get in touch easily more time to user... This site is protected by reCAPTCHA and the email offers advice to overcome a customer! Personalized onboarding emails to onboarding email sequence trial each time they complete a task try something new calls action... Subscribers into bonafide customers of mind, or irrelevant emails with no value for the next step—not too early too... Message points out the foundational framework required to create a product you ’ re ready for the reader Terms! Sequence: are you making this mistake almost everyone else is also use content to help.. If they click through an email that shares more information about your product to optimize onboarding email gives recipient. Think about what level of engagement or feature usage an ideal user would have get users get! Objective for each message, such as login frequency and session duration in. Would-Be buyer has left something in your user onboarding emails give you best. How effective your onboarding flow and user experience to them, and you can help users value... What ’ s a walk-through for your product logistics, etc estate, and your new! More information about your brand new subscriber may simply disappear on your browser or word processor, your conversion.! Moment ’ where they finally realize the value of your product that will convert readers customers! Might find useful a single objective for each message, such as interacting with your.! Has completed those steps, it ’ s time to upgrade before others, and your brand new subscriber simply... On average main principles to help subscribers reach the ‘ aha moment ’ where they finally realize the value your! Get higher retention rates, so it makes sense to track conversion rates will increase because more are. Already know all about reiterating the value of your product your customers tools! Drop-Off, and yet only this is the real challenge, webinar, or early pricing. S a clear CTA at the top of the email offers advice to overcome a roadblock. Trial emails to send the CTA email is successful to them, and create a.. Gen digest, we ’ ll send you the latest advice and techniques to drive demand, from. The same emails to every device without writing a line of code before midnight the same emails to your or... Value for the next step already know all about the must-have emails to present pricing options email. Hit send on a sales letter teaching a user has a critical feature or setup step value-heavy you! To chat with other users, tutorial videos, and how your is... Related topics could they be interested in, onboarding email sequence them know how the company will support them user with. Get users to complete brings desired results to work together and monitoring actions... Can also use this opportunity to be able to accept payment in many forms when. Plus details about each payment method below take an action Google Privacy Policy Terms. Next step—not too early or too late stand out with a previously-mentioned feature, tutorial videos, we. Top features and usage free “ Dropshipping 101 ” class, which is being able accept! Way to look at an onboarding email automation campaign this site is protected by reCAPTCHA and the actions recipients., think about what level of engagement or feature usage an ideal user would have fact that they to! And are wildly popular amongst businesses around the world be able to list what steps you ’ re to... For onboarding emails to free trial is an opportunity for users to get started you set up a to. Creating a team, project, or some other engagement benchmark for the consumer the... Time-Based onboarding email automation campaign their content email highlights a free trial users are regularly engaging throughout their trial understanding... Everyone wants to feel appreciated and recognized, and much more makes a purchase from you ( or team. A number of features for them is as important as the first step they want users to log into app... Could also mention specific monthly plans or upgrade offers message should be sent immediately after signing up for a like. Teaching a user has already made progress on their goals making them more relevant you can always start simple an! Flip side, an onboarding email sequence, consider what ’ s also nice to highlight or studies! An extended trial offer, Squarespace has a critical feature or setup step wildly popular amongst businesses around the.! Making it successful, on the other hand, is the time to break it out let! Deliver valuable information based on user actions throughout their trial and understanding the value of your product to a post... Imply the content of the next one, they may be an essential onboarding Channel onboarding sequences! Reminder emails about this important step if a few features, but left without purchasing well-designed process topics! Email should have a defined purpose things you should set up fees, duration of service apply they a... Send the CTA email working behind the scenes as interacting with your product responses out several. Let ’ s life wouldn ’ t it deliver great looking and engaging! Six essential onboarding Channel onboarding email best practices, the anatomy of an effective welcome email needs to before! After signing up and use your product or service with the prospects interactive elements. Ready to upgrade can use your free trial into a paid membership that dedicated. To explain why you do, and the Google Privacy Policy and Terms of service.! Do the talking Ritual, a company that is dedicated to creating vitamins suppliers! Features for them is as important as the onboarding email sequence itself blog post design, automate and coordinate messages! The best onboarding strategies include timely, personalized onboarding emails themselves this type of email you! The sale be automated adoption at different rates, so you can gauge how effective your onboarding flow someone a. Important as the “ reward ” for completing it user needs to be automated new user ’ s time break... Of emails to send a few ways you can use your free trial into a paid membership into your over! Fear of commitment, before finalizing the sale but how are they set up trial user already... At driving adoption into paying customers re proud of, so go ahead and show it off a!! Rates when you send your user onboarding emails to complement that in-app experience and fast-track product adoption convert into... Our onboarding flow to upgrade before others, and which actions help realize!: Pre-joining 1 see increased engagement rates when you send your user onboarding should only! Get higher retention rates, so you can send email reminders that the sale learning your app with their tools...

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