For example, your users might need to integrate your app with their current tools or import data to get started. 2) Onboarding Email Sequence. This message should be all about reiterating the value of your product. The header addresses that the user has a draft waiting, and the email talks about getting feedback on the survey. Here are the 3 types of user onboarding emails you should send new users (with real examples). Below is an example of conversion rate comparison in Vero. This first email should be sent immediately after signing up and use momentum to get them started. Onboarding email sequence. 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. This first email should be sent immediately after signing up and use momentum to get them started. Onboarding is the process of introducing your product or service with the prospects. specializes in crafting beautiful email templates, PSD to HTML email conversion, and much more. Use this checklist to provide a positive onboarding experience for your new hires: Pre-joining 1. 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. However, you don’t need to reinvent the wheel to create a sequence. You’ll likely want to send a few calls to action, as FreshBooks does. However, you don’t need to reinvent the wheel to create a sequence. The. Just because a user didn’t upgrade during the trial period doesn’t necessarily mean they aren’t a good fit, though. Cold sales sequence. If a trial user downloaded an ebook before signing up for their trial, then you can send related blog posts in your onboarding sequence. For example, can they still access data once the trial period is over? What motivated them to sign up for your product at this time, and what related topics could they be interested in? Map the “aha moments” of your product in up to 4 emails mentioning why your leads should choose you instead of your competitors. What should we include to engage our trial Abandoned cart recovery sequence. The best onboarding strategies include timely, personalized onboarding emails to complement that in-app experience and fast-track product adoption. For example, Slack sends a roundup of tips that all users can enjoy. 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. You can send email reminders that the sale, trial period, or early bird pricing will be ending soon. No wonder we see emails being deleted without having been read or a higher-than-optimal unsubscribe rate. send a welcome email. 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). In addition to an extended trial offer, Squarespace has a webinar to help users with setup. This email lays out the foundational framework required to create a successful marketing automation campaign. We're committed to keeping your information safe. Rather than simply saying, “you forgot to send your survey,” the email offers advice to overcome a potential roadblock. To make a bigger impact, let satisfied past and present clients do the talking. TradeGecko does this beautifully. This drip sequence helps customers understand your product/service better. Try our Product Selection Tool, 7-Step Sequence for Onboarding Emails That Convert New Users into Paying Customers. Treat emails like sales letters, ‘cos they are! Want to learn more about the must-have emails to send your customers? uses a short email focused on creating an event. Shopify does an excellent job of producing and sharing content that’s adjacent to their product. For example, onboarding emails equip people to book appointments, start using products, or find out about the services they’re testing during trials. . You have an opportunity to be a trusted resource, and you should do all you can to help users. There’s a clear CTA at the top of the email, plus details about each payment method below. 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. We love this email by Ritual, a company that is dedicated to creating vitamins from suppliers they trust, with good-for-you ingredients. 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. 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. to offer assistance or a trial extension. 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) This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. 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. Onboarding emails are great to help subscribers reach the ‘aha moment’ where they finally realize the value of your product. 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 … Aweber, an email marketing platform, offered 10 free GIFs just in time for their potential customers Valentine’s Day email marketing campaigns. The message points out the benefit of Square, which is being able to accept payment in many forms. Get all the paperwork In the, Emails are a perfect reminder for users to log into your app over and over throughout their trial. You can also use this opportunity to ask users why your product wasn’t a good fit. If you aren’t sure what each user is interested in, let them show you. The goal of our new user onboarding emails is to help users get as much value from Groove as possible, and ultimately convince them to become a paying customer. 2) having an onboarding email series can be your safety net in the occurrence that the customer doesn’t engage with you at the beginning (the welcome email). Freeletics nails this in the screenshot below. Email onboarding sequences support trial users as they’re getting started, but how are they set up? Onboarding is how you create that experience for your customers. In the onboarding strategy, it is important to follow the order of sending mass emails. You’re here to help users, not just ask them to open their wallets. This action could be signing up for a list, or it could be purchasing a product. By grouping users together and monitoring their actions, you can gauge how effective your onboarding sequence is at driving adoption. You have to keep your users motivated, show them how they can get value out of your product. So far you’ve welcomed your new readers on board, captivated them with animated email design, and answered their most pressing questions. Fourth Email, Day 13. The welcome email is your first chance at making an impression with a new user, and yet only 39% of brands send a welcome email. There are a few ways you can use marketing automation and triggers to improve this type of email. Triggered emails require a little more planning and setup, but you can always start simple with an automation or two. with your onboarding emails. This can be much easier than manually sending the same emails to your clients or customers each time someone buys something from you. No matter what the first step is, it’s useful to have an email calling attention to it and encouraging users to take that step. 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. There’s nothing that indicates it’s personalized, so it’s likely set up to send at the same point for each new user. They start by noting that by taking this first step, the new user has already made progress on their goals. For this, you need a user onboarding email automation campaign. Second, you can send reminder emails about this important step if a few days have passed without a person completing the task. Squarespace uses its winback email to offer assistance or a trial extension. It’s time to onboard. Who doesn’t love a little spring shopping? If time-based emails are one-size-fits-all, triggered onboarding sequences are like a bespoke suit. You can also use content to help customers work through their projects, setting you up as a useful tool and a knowledgeable resource. Onboarding email sequence: are you making this mistake almost everyone else is? Kevin, the Head of Marketing at Email Uplers, specializes in crafting beautiful email templates, PSD to HTML email conversion, and much more. He loves gadgets, bikes, jazz, and breathes ‘email marketing.’ He is a brand magician who loves to engage and share insights with fellow marketers. If you aren’t sure what each user is interested in, let them show you. We send emails from our perspective, experts who already know all about the benefits of the service. 7 Tips for Your Onboarding Email Sequence. 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. sends a roundup of tips that all users can enjoy. While action-based emails require a little more planning, they are considered best-in-class these days. 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. A common mistake is to tell a reader about the features such as fees, duration of service, logistics, etc. offers up forums to chat with other users, tutorial videos, and help documents. In addition to an extended trial offer, Squarespace has a webinar to help users with setup. A highly-engaged trial user may be ready to upgrade before others, and you can use triggers to customize your call to action emails. Professional Marketing Campaigns Made Simple. 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. 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. ) Think of sending out a helpful ebook, webinar, or video training. Those are the real benefits of your product that will convert readers into customers. 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. In this onboarding process, ConvertKit is showing and teaching you how to set up your ConvertKit account, according to your own wishes and activities. Now it’s time to convert subscribers into bonafide customers. Emails are a perfect reminder for users to log into your app over and over throughout their trial. Email #12: Introduction to CakeHR integrations. require a little more planning and setup, but you can always start simple with an automation or two. This way, the person receives information when they’re ready for the next step—not too early or too late. 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. As the name suggests, action-based or triggered onboarding emails are based on user actions. In this email, Ritual has identified that their customers would need to know the benefits of this particular nutrient before considering a purchase. Headspace uses their welcome email to celebrate the new user’s progress and let them know how the company will support them. By installing Grammarly on your browser or word processor, your writing is automatically checked without having to login. Home » ConvertKit – Onboarding Email Sequence Rather than try to build every feature possible, ConvertKit focuses on being the best at email marketing for bloggers. ProdPad automates their onboarding email flow by adding more time to a user’s free trial each time they complete a task. Future emails, like the one below, could also mention specific monthly plans or upgrade offers. 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. Basically, it’s a walk-through for your prospects or new customers. User onboarding email sequence. An email onboarding sequence is a series of messages delivered to your audience after they take an action. 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. Using the right tools for your welcome email sequence. Their. This is the playground to turn a free trial into a paid membership. ACTION STEP: One way to add a sense of urgency to your sales letter is by using countdown timers built right into your email. Sending emails with case studies is a great way to highlight social proof, as well as help trial users imagine what’s possible. That’s needed info, but the selling points for the consumer are the benefits. Trial users progress through product adoption at different rates, so you can use automation to speed up or slow down your sequence. Also Read: How to get started with B2B marketing automation. You can create. If a new SurveyMonkey user creates a survey, but doesn’t send it, the company sends reminder emails like the one below. With our Demand Gen Digest, we’ll send you the latest advice and techniques to drive demand for your business. Keep reading for onboarding email best practices, the anatomy of an effective welcome email sequence, plus onboarding welcome email examples. There comes a time when you need to put metrics where your mouth is, though. Once someone makes a purchase from you or becomes a client, you will want to send them an onboarding email sequence. In the graph below, they’ve used the date of first purchase to track spending over time. Onboarding Email Sequence Examples. You can start by building your sequence around these six essential onboarding email examples. Home » Slack – Onboarding Email Sequence. You don’t need to send a re-engagement email to a user who upgraded to a free trial, so converting should remove a person from your onboarding sequence. 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. There are loads of ways to optimize onboarding email sequences and it can easily get out of hand. 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. ACTION STEP: Add coupons for discounts and personalized messages to help revitalize the purchasing potential of these subscribers. These automations are triggered by something a user has done, or hasn’t done, and create a more tailored email experience. The previous newsletter should automatically imply the content of the next one. Checklist for a Successful Onboarding Sequence for New Hires. 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. Happy, engaged users that feel they’re making progress on their goals will stay with and recommend your company. Learn how to drive demand, easier-straight from the experts. In fact, sending a series of emails to a new subscriber generates, on average, 51% more revenue than a single welcome email. Trial users are still learning your app, and showing them too much at once could be overwhelming. Onboarding email sequence: From welcome to the sale . 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. 1. to celebrate the new user’s progress and let them know how the company will support them. 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. Every piece of software has a critical feature or setup step. These are simple, one-size-fits-all strategies. We’ll explore your sequence must-haves one by one. Getting attention is no small feat. Their content email highlights a free “Dropshipping 101” class, which an entrepreneurial user might find useful. That’s a massive drop-off, and we use the 24-hour mark as a benchmark for early customer success. 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. Square’s essential first task is having vendors accept payment, and if a new user hasn’t done so within the first three days, Square sends the reminder email below. Information-packed, but still easy to digest and go through. Talk to users about what they want to learn and achieve, and then create content and highlight tools to fulfill their jobs to be done. Why may they have chosen this as the first step they want users to complete? An email onboarding sequence can be sent to free trial users, freemium users, or paying customers for a SaaS product, a physical subscription service or a variety of other business types. 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. Start by making your message stand out with a dynamic email design; think interactive design elements and quirky animation-based designs. In the example below, Scoutmob sweetens the deal with an added discount; but only on orders placed before midnight the same day. This could be login frequency, the number of features used, or some other engagement benchmark. Over the course of onboarding emails you’ve gotten to know your potential customers’ desires, and by responding to their queries, you’ve been able to help them understand how your product will serve them. They make it easier for teams to work together and are wildly popular amongst businesses around the world. Continue to build a relationship through regular emails and in time, encourage them to become customers by repeating email steps #5 and #6 periodically. Check out our guide to lifecycle marketing. In this article, we described the main principles to help you craft your own sequence that brings desired results. 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? You send onboarding emails to free trial users, so it makes sense to track conversion rates. You need to be able to list what steps you’d like a user to take before you start writing emails. Other times, as this cheeky email reminds us, a consumer may simply get sidetracked before finishing their purchase. Email onboarding sequences support trial users as they’re getting started, but how are they set up? Here is a 7-step sequence for onboarding emails that converts new users into paying customers (without boring or spamming your readers): Start at the beginning! Getting users engaging with the right mix of features for them is as important as the engagement itself. ProdPad automates their onboarding email flow by adding more time to a user’s free trial each time they complete a task. When planning your onboarding sequence and trial experience, think about what level of engagement or feature usage an ideal user would have. On the flip side, an onboarding email campaign can flop, and your brand new subscriber may simply disappear. The free trial is an opportunity for users to get to know your company and customers, not just your product. Rather than randomly selecting features to highlight or case studies to share, consider who your user is and what they want to do. 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. An onboarding email gives the recipient everything they need to stay engaged and use your product. Check out the captivating example below by BrightTalk. Potential customers have shown awareness of your business and are interested enough to sign up for updates (or at least grab the free opt in offer), but with so many messages being sent, how do you cut through the clutter and deliver a compelling sequence that converts readers into customers? What benefits will be most enticing to them, and which actions help them realize value fastest? The welcome email is your first chance at making an impression with a new user, and yet only. 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. First Email, Day 0. Therefore, you should plan to see increased engagement rates when you send your user onboarding emails. 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. To create excitement and an urge to take action, the users want to see your email when they are ready. As marketers working with our products day after day, we often forget how a newcomer views our services. 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. 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. Your onboarding sequence is precious real estate, and each email should have a defined purpose. What It Is: A would-be buyer has left something in your shopping cart, but left without purchasing. There comes the point in a free trial when a user needs to upgrade. Shopify does an excellent job of producing and sharing content that’s adjacent to their product. You can use your free trial emails to highlight a few features, but you’ll need to show some restraint. There are two main types of email automations you can choose from—time-based and action-based. Slack is a cloud-based communication- and collaboration tool. A successful onboarding plan starts off value-heavy before you ever hit send on a sales letter. 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. The Welcome Email goes out to new subscribers after they sign up for a free trial, an opt-in, or newsletter. 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. Third Email, Day 5. Sometimes a trial period comes and goes without a conversion. This pre-emptive measure makes the assumption that if one person has a question, many others will have similar concerns. On the flip side, an onboarding email campaign can flop, and your brand new subscriber may simply disappear. Onboarding email sequence. For example, you may trigger feature spotlight emails each time a user interacts with a previously-mentioned feature. A successful email onboarding campaign can increase customer lifetime value, reduce churn and turn new users into loyal, paying customers. Celebrate their progress and cheer them along their journey. How to create an email onboarding sequence, Help new users learn how to use your product, Highlight essential case studies and resources, Maintain engagement throughout the trial to boost conversion rates. Your team has worked hard to create a product you’re proud of, so go ahead and show it off a little! For example. For a task like this, you should set up a cohort analysis to identify core feature adoption. The sales emails should be spread out. This often happens as a result of boring, spam-filled, or irrelevant emails with no value for the reader. Even if you plan on setting up a fully time-based onboarding email sequence, the welcome email needs to be automated. There are two basic types of onboarding email sequences: action-based or time-based. This is a good way to look at your new trial subscriber or user experience. having to login. About 63% of customers consider a company’s onboarding program during the purchasing process: they also want a well-lit pathway, rather than a scary romp through the unknown. Here Simple devised a short ‘n sweet email reminder to an almost-customer who had started the checkout sequence but didn’t follow through. ACTION STEP: Got a killer case study, 5-star recommendations, or a personal email from a client who is convinced your product is the bee’s knees? Help your team deliver great looking and highly engaging emails to every device without writing a line of code. 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. Imagine you’re visiting a new country, and you have a tour guide to show you around for the duration of your trip. 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 credit card details required, How to get started with B2B marketing automation, How to use reward emails to boost your rewards program, Free trial emails 101: What you need to know, Post-purchase emails 101: What you need to know. 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. You can create workflow triggers for actions such as interacting with a piece of content. 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. This is an effective way of convincing a reader to take action! Onboarding emails are most effective when they’re personalized to your audience and segmented by user personas and the actions of recipients. Kevin, the Head of Marketing at Email Uplers. Sometimes a potential customer may have a complete change of mind, or fear of commitment, before finalizing the sale. 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. 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. below lists a few next steps, as well as the “reward” for completing it. 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. There are a number of behavior-based triggers and secondary sequences in our onboarding flow. But your onboarding emails are vital to business. Choose a few top features and let users know what they can achieve when they use them. Back to Recipes Try this Recipe. In this post, however, we’ll focus on the onboarding emails themselves. 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. For example, you may group users together by signup date. 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! Time-based onboarding email sequences send on the same schedule for every user, regardless of how a person is interacting with your product. If you can help users realize value with as little effort as possible, they may be empowered to take the next step. The welcome email can also re-introduce your company and unique selling points, plus provide some next steps. Respond to frequently asked questions in one email or spread responses out over several messages. Therefore, you should plan to see increased engagement rates when you send your user onboarding emails. It’s. A spike in conversion rates is wonderful, but you also need to play the long game (aka retention) with your onboarding emails. Or, there may be an essential first step, such as creating a team, project, or campaign within your app. There are plenty of platitudes to describe the benefits of an onboarding email sequence that are a bit abstract. Make sure that you leave room in your sequence to share valuable content and resources. In theory, your conversion rates will increase because more users are regularly engaging throughout their trial and understanding the value of your product. There’s a clear CTA at the top of the email, plus details about each payment method below. highlights a free “Dropshipping 101” class, which an entrepreneurial user might find useful. Along their journey that highlights how team members use the app in their workflow without! Our onboarding flow and user experience other engagement benchmark is your first chance at making an impression a... An action steps, it is important to follow the order of sending out helpful... Other engagement benchmark users can enjoy email onboarding email sequence examples out with a new user ’ s info. Get our new client onboard start by noting that by taking this first email should a! Offer assistance or a trial extension in-app experience and fast-track product adoption at different,. Checked without having been Read or a higher-than-optimal unsubscribe rate the assumption that if one person has message... Impression with a new user has already made progress on their goals of sending out a ebook! The trial period comes and goes without a conversion send the signal to your clients or customers time... S onboarding email sequence and usage be overwhelming engagement or feature usage an ideal would... 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