Customer Onboarding Emails That Drive Conversions

Onboarding emails are a set of emails that are created and sent to customers, to assist them throughout their journey with your brand.

Starting from their first interaction with your product or service, your customers (or future customers) should be educated on your product, the value it provides, how they can use it, and extract the most out of it.

In this quick but thorough breakdown of onboarding emails, we will present you with a step by step timeline of the emails you should be sending.

In each section, you will find a brief description of email type in question, accompanied by a few email template examples, and useful reading material to deepen your knowledge.


Acquisition Emails

The first step of your customer onboarding process is to acquire new hot leads. Cold emails are commonly used during this stage. However, you can stand out the crowd by sending a product launch email through which you announce your new product release to your potential clients and prospects.

25 Product Launch Announcement Email Examples (From Real Brands)


Activation Emails

Your customer onboarding strategy continues with a welcome email.

Welcome Email

25 Inspiring Welcome Email Template Design Examples

Welcome emails are very effective and have on average 50% Open Rates. All you need is an engaging welcome email subject line and a persuasive call to action.

Welcome Email Subject Line Best Practices – 15+ Examples Included

Customer activation doesn’t only rely on welcome emails, however. There are many other email sequences you can send to your newly acquired customers.

Education Email

Another customer onboarding email example is education emails that help customers get started with your application or software.

Inspiring Activation Email Template Examples Worth Experimenting With


Retention Emails

Retaining a customer is less expensive than acquiring a new one.

There are different retention meals that you can send to your existing customers, from event reminder emails to periodic activity reports emails. It really depends on whether or not your customer is active (daily user) or dormant.

In the latter case, you should send re-engagement emails to win back active users.


Retention Emails for Active Users

Retention Email Marketing: 10 Types of Emails to Guide Your Next Campaign

The Ultimate Event Reminder Email Guide

 10 of the Best Webinar Invitation Email Examples You’ve Ever Seen

Retention Emails for Inactive Users: Reactivation Emails

Re-engagement Email Best Practices To Win Back Inactive Subscribers

Why Are People Unsubscribing From Your Newsletters?


Conversion Emails

After detailing all elements of the SaaS customer onboarding process, you are probably thinking… Show me the money!

During this last step of the conversion funnel, your objective is to upset. You can do this by sending out end of trial emails, upgrade account emails, application improvement and new features emails… and the list goes on.

It’s also important to keep track of your customer onboarding metrics if you want to optimize your customer conversion funnel.

Email Marketing Funnel : A Step by Step Guide for the SaaS Conversion Funnel

Design Onboarding Emails, no coding needed

Try out our flexible emails builder, to create beautiful onboarding emails with your team and get feedback in one place.