How to Design a User Onboarding Email Sequence
Onboarding emails extend your in-app guidance to users who are not actively in your product. They re-engage users who drift, reinforce key actions, and provide a safety net for users who miss in-app guidance.
Map emails to onboarding milestones
Trigger emails based on user actions (or inactions), not fixed time delays. A user who completes setup in day 1 needs different emails than one who has not logged in since signup.
Write the welcome email
Send immediately after signup. Include login link, 1-2 quick-start tips, and set expectations for what they should do first.
Create activation nudge emails
If users have not completed key actions, send targeted emails that highlight the specific next step and link directly to it.
Build feature highlight emails
Introduce one key feature per email with a specific use case. Make each email actionable with a direct CTA to try the feature.
Design re-engagement emails
For users who go inactive, send value reminders and easy re-entry points. "Your team has 3 pending tasks" is more compelling than "We miss you."
Optimize timing and frequency
Limit to 1 email per 2-3 days during onboarding. Too many emails cause unsubscribes; too few lose the momentum.
Pro Tips
- Use the user name and reference their specific progress in email copy.
- End every email with a single, clear CTA button that deep-links into the product.
- A/B test subject lines to maximize open rates for each email in the sequence.
- Stop sending onboarding emails once users are fully activated to avoid annoying engaged users.
Conclusion
Onboarding emails are a complement to, not a replacement for, in-app guidance. The most effective sequences are behavior-triggered, personally relevant, and focused on getting users back into the product where the real onboarding happens.
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