1 The Key to Email Onboarding The Welcome Email The Quick Win Email The Milestone Email 2 Examples You Can Replicate 3 Implementation Table of Contents
Intro to Successful Onboarding 1
What is onboarding?
“Having a poor onboarding experience for your customers can pretty much kill your growth … if not your business.” — Lincoln Murphy, Sixteen Ventures
The Welcome Email
The Purpose of the Welcome Email • Build of the momentum of the signup • Move users to the next step, not the final goal • Set the tone for their experience Example goals • “Complete your profile…”
Why This Email Rocks • Simple, clear and bold • Connecting a new platform to SumAll means they can start collecting data and therefore create value for users • Contrasting button, friction-free copy
Why This Emails Rocks • The email is a simple catalyst to get new people logged in • Basecamp is confident that the product will sell itself
The Purpose of the “Quick Win” Email • Get new users engaged with your product • Introduce them to features you know people love
Why This Email Rocks • Very useful feature (remember, onboarding is largely a product issue, email is just a catalyst) • Piques interest with education, which tees up the CTA • Includes an example and a deep link to create your own
Why This Email Rocks • Knowledge is power – the more users understand your product, the more value they’ll get from it
The Purpose of the Milestone Email • Reward people for good behavior • Reinforce the value your product is delivering • Build on the momentum by moving them to the next step Tips for great Milestone emails
Why This Email Rocks • Rewards engagement – makes the user feel good about it • Moves users to the next step by explaining advanced features
Why This Email Rocks • Gamification is a way turn behavior into habit • The imagery makes it clear there are move achievements to be unlocked (“I want the 20 designs trophy!”)
How to get started with triggered onboarding emails • Ask customers to go on a second date, not get married. • Define success and map out the steps to get users engaged, committed and 100% onboard
Places to learn more about onboarding • Nir Eyal (nirandfar.com): Behavior engineering, habit-forming products
The “Hail Mary” Email 4
The Purpose of the “Hail Mary” Email • Get as many trial customers to convert as possible • It helps improve the ROI of your top-line spend
Why This Email Rocks • This email actually worked and is how Vero became a Help Scout customer. • It was sent 5-6 months after my initial trial expired.
Why This Email Rocks • There are clear reasons to come back: Sprout highlight new features and/or feature I may not have seen.