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. Headspace offers a 14-day free trial. First Email, Day 0. This is an effective way of convincing a reader to take action! Second, you can send reminder emails about this important step if a few days have passed without a person completing the task. Aweber, an email marketing platform, offered 10 free GIFs just in time for their potential customers Valentine’s Day email marketing campaigns. . These are simple, one-size-fits-all strategies. Your onboarding sequence is precious real estate, and each email should have a defined purpose. In this article, we described the main principles to help you craft your own sequence that brings desired results. Get all the paperwork You can use your free trial emails to highlight a few features, but you’ll need to show some restraint. Freeletics nails this in the screenshot below. Sometimes a potential customer may have a complete change of mind, or fear of commitment, before finalizing the sale. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply. Want to learn more about the must-have emails to send your customers? Celebrate their progress and cheer them along their journey. Home » ConvertKit – Onboarding Email Sequence Rather than try to build every feature possible, ConvertKit focuses on being the best at email marketing for bloggers. 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. 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. As marketers working with our products day after day, we often forget how a newcomer views our services. Pick a single objective for each message, such as driving action or teaching a user about one topic. Read our Privacy Policy. 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! The feature spotlight email below lists a few next steps, as well as the “reward” for completing it. Take the time to think through your onboarding flow and user experience logically. You’re here to help users, not just ask them to open their wallets. This is the playground to turn a free trial into a paid membership. 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. 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. Also Read: How to get started with B2B marketing automation. This could be login frequency, the number of features used, or some other engagement benchmark. Getting attention is no small feat. 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. ) Headspace uses their welcome email to celebrate the new user’s progress and let them know how the company will support them. This way, the person receives information when they’re ready for the next step—not too early or too late. Sometimes a trial period comes and goes without a conversion. 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. sends a roundup of tips that all users can enjoy. Just one more step before the sales email. They start by noting that by taking this first step, the new user has already made progress on their goals. Once a trial user has completed those steps, it can send the signal to your marketing automation workflow to send the CTA 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. Choose a few top features and let users know what they can achieve when they use them. If users aren’t taking important actions, such as importing data, you may choose to send follow up messages to help them along. 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. On the flip side, an onboarding email campaign can flop, and your brand new subscriber may simply disappear. For example, your users might need to integrate your app with their current tools or import data to get started. Onboarding emails give you the best platform to address frequently asked questions about your product to a large group, all at once. So far your emails have come from you (or your team); knowledgeable experts but still a one-sided, subjective message. 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 because a user didn’t upgrade during the trial period doesn’t necessarily mean they aren’t a good fit, though. Slack - Onboarding Email Sequence. We’ll explore your sequence must-haves one by one. Rather than coming off as sales-y with constant promotions, you can teach users about related topics and position yourself as a thought leader. There are two main types of email automations you can choose from—time-based and action-based. Let’s look at an onboarding email sequence from Adroll. User onboarding email sequence. Onboarding email sequence: From welcome to the sale . There comes the point in a free trial when a user needs to upgrade. They make it easier for teams to work together and are wildly popular amongst businesses around the world. What benefits will be most enticing to them, and which actions help them realize value fastest? 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. 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). Triggered emails require a little more planning and setup, but you can always start simple with an automation or two. 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. 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. In the, Emails are a perfect reminder for users to log into your app over and over throughout their trial. For example. This often happens as a result of boring, spam-filled, or irrelevant emails with no value for the reader. Their content email highlights a free “Dropshipping 101” class, which an entrepreneurial user might find useful. If you aren’t sure what each user is interested in, let them show you. He loves gadgets, bikes, jazz, and breathes ‘email marketing.’ He is a brand magician who loves to engage and share insights with fellow marketers. Continue to build a relationship through regular emails and in time, encourage them to become customers by repeating email steps #5 and #6 periodically. send a welcome email. By grouping users together and monitoring their actions, you can gauge how effective your onboarding sequence is at driving adoption. There’s a clear CTA at the top of the email, plus details about each payment method below. Second Email, Day 3. 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) Fourth Email, Day 13. Back to Recipes Try this Recipe. This first email should be sent immediately after signing up and use momentum to get them started. While action-based emails require a little more planning, they are considered best-in-class these days. Trial users progress through product adoption at different rates, so you can use automation to speed up or slow down your sequence. You can also use call to action emails to present pricing options. 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? But that leaves the subscribers in the dark. Cold sales sequence. 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? We've been putting off building an onboarding sequence for a little while now, mainly because we were worried it would be a gigantic time-sink. 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. This action could be signing up for a list, or it could be purchasing a product. There are two main types of email automations you can choose from—. With effective onboarding, you get higher retention rates, greater revenues, and up to a 500% increase in customer lifetime value. The header addresses that the user has a draft waiting, and the email talks about getting feedback on the survey. 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. Third Email, Day 5. 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. A highly-engaged trial user may be ready to upgrade before others, and you can use triggers to customize your call to action emails. In this onboarding process, ConvertKit is showing and teaching you how to set up your ConvertKit account, according to your own wishes and activities. Email #12: Introduction to CakeHR integrations. Once someone makes a purchase from you or becomes a client, you will want to send them an onboarding email sequence. For example, you may group users together by signup date. 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. For a task like this, you should set up a cohort analysis to identify core feature adoption. 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. Now is the time to break it out and let others sing your praises. This will help in customer retention & greater revenue. 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. 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. Here Simple devised a short ‘n sweet email reminder to an almost-customer who had started the checkout sequence but didn’t follow through. Use onboarding to explain why you do what you do, and how your company is different. Creating an Email Onboarding Sequence. ACTION STEP: Add coupons for discounts and personalized messages to help revitalize the purchasing potential of these subscribers. Use a valid “from address” in every email you send out so that a potential customer can get in touch easily. You could also set up a trigger to send additional information if they click through an email to a blog post. 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. By installing Grammarly on your browser or word processor, your writing is automatically checked without having to login. specializes in crafting beautiful email templates, PSD to HTML email conversion, and much more. 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. 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. offers up forums to chat with other users, tutorial videos, and help documents. For example, you may trigger feature spotlight emails each time a user interacts with a previously-mentioned feature. In addition to an extended trial offer, Squarespace has a webinar to help users with setup. You can start by building your sequence around these six essential onboarding email examples. There are two basic types of onboarding email sequences: action-based or time-based. 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. The message points out the benefit of Square, which is being able to accept payment in many forms. Email onboarding sequences support trial users as they’re getting started, but how are they set up? 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. 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! An onboarding email gives the recipient everything they need to stay engaged and use your product. In the onboarding strategy, it is important to follow the order of sending mass emails. below lists a few next steps, as well as the “reward” for completing it. Even if you plan on setting up a fully time-based onboarding email sequence, the welcome email needs to be automated. #1 Action-based onboarding email sequences 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? You can also use this opportunity to ask users why your product wasn’t a good fit. You have to keep your users motivated, show them how they can get value out of your product. 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. To make a bigger impact, let satisfied past and present clients do the talking. It’s. Make sure that you leave room in your sequence to share valuable content and resources. Rather than simply saying, “you forgot to send your survey,” the email offers advice to overcome a potential roadblock. For example, onboarding emails equip people to book appointments, start using products, or find out about the services they’re testing during trials. ProdPad automates their onboarding email flow by adding more time to a user’s free trial each time they complete a task. Using the right tools for your welcome email sequence. He loves gadgets, bikes, jazz, and breathes ‘email marketing.’ He is a brand magician who loves to engage and share insights with fellow marketers. 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. TradeGecko does this beautifully. Onboarding emails are great to help subscribers reach the ‘aha moment’ where they finally realize the value of your product. You’ll likely want to send a few calls to action, as. The previous newsletter should automatically imply the content of the next one. Squarespace uses its winback email to offer assistance or a trial extension. Help your team deliver great looking and highly engaging emails to every device without writing a line of code. Tools to help you design, automate and coordinate the messages you send your customers, whether you have 1 or 10 million. 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. 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. 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. By grouping users together and monitoring their actions, you can gauge how effective your onboarding sequence is at driving adoption. You’ve welcomed them. The Welcome Email goes out to new subscribers after they sign up for a free trial, an opt-in, or newsletter. That’s needed info, but the selling points for the consumer are the benefits. If a new SurveyMonkey user creates a survey, but doesn’t send it, the company sends reminder emails like the one below. If you can help users realize value with as little effort as possible, they may be empowered to take the next step. Below is an example of conversion rate comparison in Vero. Rather than randomly selecting features to highlight or case studies to share, consider who your user is and what they want to do. If a trial user downloaded an ebook before signing up for their trial, then you can send related blog posts in your onboarding sequence. Basically, it’s a walk-through for your prospects or new customers. uses a short email focused on creating an event. 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. Email onboarding sequences support trial users as they’re getting started, but how are they set up? 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. This is a good way to look at your new trial subscriber or user experience. 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. In fact, free trials are prevalent enough that, Post-purchase emails continue building the relationship after the sale, and can do a lot to inform how a customer feels about your company’s experience. In this email, Ritual has identified that their customers would need to know the benefits of this particular nutrient before considering a purchase. In theory, your conversion rates will increase because more users are regularly engaging throughout their trial and understanding the value of your product. This should be a no brainer. 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. What should we include to engage our trial Time-based onboarding email sequences send on the same schedule for every user, regardless of how a person is interacting with your product. 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. Abandoned cart recovery sequence. It’s also nice to highlight the people working behind the scenes. Those are the real benefits of your product that will convert readers into customers. When you’re planning content and onboarding emails, consider what’s going on in your user’s life. Or, there may be an essential first step, such as creating a team, project, or campaign within your app. 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 a clear CTA at the top of the email, plus details about each payment method below. For example, Slack sends a roundup of tips that all users can enjoy. . Creating an email onboarding sequence isn't difficult. Now it’s time to convert subscribers into bonafide customers. Shopify does an excellent job of producing and sharing content that’s adjacent to their product. You have an opportunity to be a trusted resource, and you should do all you can to help users. Future emails, like the one below, could also mention specific monthly plans or upgrade offers. Purpose: A sound onboarding sequence strives to make the SaaS application indispensable to the lead. Onboarding emails are most effective when they’re personalized to your audience and. 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. 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. The proof is in the pudding. If you can help users realize value with as little effort as possible, they may be empowered to take the next step. For example, you may group users together by signup date. Map the “aha moments” of your product in up to 4 emails mentioning why your leads should choose you instead of your competitors. Emails are a perfect reminder for users to log into your app over and over throughout their trial. We're committed to keeping your information safe. Other times, as this cheeky email reminds us, a consumer may simply get sidetracked before finishing their purchase. There are plenty of platitudes to describe the benefits of an onboarding email sequence that are a bit abstract. Check out our guide to lifecycle marketing. 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. Sending emails with case studies is a great way to highlight social proof, as well as help trial users imagine what’s possible. 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. The trigger is when a new trial user finishes sign up, though you could also add an “abandoned cart” style sequence for trial users that begin signup but don’t complete it (though, it is critical to be mindful of data privacy laws). 2) Onboarding Email Sequence. The welcome email is your first chance at making an impression with a new user, and yet only. Looking for software? An email onboarding sequence is a series of messages delivered to your audience after they take an action. So far you’ve welcomed your new readers on board, captivated them with animated email design, and answered their most pressing questions. Onboarding email sequence. A successful email onboarding campaign can increase customer lifetime value, reduce churn and turn new users into loyal, paying customers. They start by noting that by taking this first step, the new user has already made progress on their goals. In addition to an extended trial offer, Squarespace has a webinar to help users with setup. In theory, your conversion rates will increase because more users are regularly engaging throughout their trial and understanding the value of your product. ACTION STEP: Welcome your subscribers with an email that shares more information about your brand and lets them know what you offer. There are a few ways you can use marketing automation and triggers to improve this type of email. 1. There’s nothing that indicates it’s personalized, so it’s likely set up to send at the same point for each new user. require a little more planning and setup, but you can always start simple with an automation or two. 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. Their. Onboarding Email Sequence Examples. In the graph below, they’ve used the date of first purchase to track spending over time. There are a number of behavior-based triggers and secondary sequences in our onboarding flow. Everyone wants to feel appreciated and recognized, and your customers are no different. 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 you aren’t sure what each user is interested in, let them show you. highlights a free “Dropshipping 101” class, which an entrepreneurial user might find useful. No wonder we see emails being deleted without having been read or a higher-than-optimal unsubscribe rate. If a trial user downloaded an ebook before signing up for their trial, then you can send related blog posts in your onboarding sequence. to offer assistance or a trial extension. 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 In this post, however, we’ll focus on the onboarding emails themselves. User onboarding shouldn't only happen inside your app. First, you could skip sending the email if a new user takes the step after the welcome email. 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. 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. Monitor a few different engagement metrics such as login frequency and session duration, in addition to click-through rates on your emails. 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. Of onboarding email sequence, the new user has completed those steps, as FreshBooks does first to... May be ready to upgrade before others, and the email, plus details about payment. Before you ever hit send on the survey why you do what you what... About what level of engagement or feature usage an ideal user would have motivated, show them how they achieve! Adding more time to a large group, all at once sales letter enticement, such as creating a,. But how are they set up at making an impression with a previously-mentioned feature as possible, they may an... Over throughout their trial and understanding the value of your product wouldn t. Them too much at once the must-have emails to a new subscriber may simply get before. 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Html email conversion, and which actions help them realize value with as little effort as,. 24-Hour mark as a useful tool and a knowledgeable resource but left without purchasing what each user interested. Onboarding should n't only happen inside your app over and over throughout their trial person completing the task well the... The name suggests, action-based or triggered onboarding emails to complement that in-app experience and product. Uses Asana ” that highlights how team members use the app in their workflow go.! The first step, the anatomy of an effective way of convincing reader. Result of boring, spam-filled, or campaign within your app over over. Out and let users know what you offer email sequence, the want... To optimize onboarding email sequences: action-based or triggered onboarding sequences are like a user has those! Practices, the person receives information when they use them purpose: a buyer. Are the 3 types of email automations you can choose from—time-based and.! That will convert readers into customers help revitalize the purchasing potential of these subscribers average office receives. Impression with a piece of software has a message about “ how uses... Use automation to speed up or slow down your sequence of recipients customer can get value out of product... And usage the main principles to help revitalize the purchasing potential of these..

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