Onboarding Email Best Practices: Setting the Right Tone from Day One

Among the many tools available in digital marketing, onboarding email stands out as an essential strategy for any business. These emails, sent after a customer signs up or makes a purchase, guide users through their first steps, build trust, and encourage long-term engagement. 

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I know it might seem simple, but crafting an effective onboarding email strategy can be a complex process.  However, despite the difficulties, setting up a good onboarding email is essential for keeping customers, lowering the number of people who leave, and increasing conversions.

Why Should You Send Onboarding Emails?

Without a doubt, onboarding emails are crucial. According to a study, 88% of customers will stay loyal to a company that spends on onboarding content, welcomes, and educates them. 

‍After signing up, these emails are the first touchpoint and can change a casual user into an engaged or paying customer.  To elaborate, here’s why onboarding emails matter:

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• First Impressions Count: Well-written welcome messages can boost brand trust and first impressions.

• Reducing Churn: Onboarding emails reduce early customer churn by explaining key features and offering support to help customers understand a product's value.

• Improving Retention: Onboarding emails engage and educate users about your product to maximize its value.

• Driving Conversions: Effective onboarding can convert trial users into paying customers by promoting premium features and service value.

Best Practices for Writing an Effective Onboarding Email

Onboarding emails are more than a "hello". Below I'll explain how to write the best onboarding emails using simple examples.

1. Personalize Your Emails for Each User

While sending identical emails to everyone is efficient, it's not engaging. People prefer direct communication over mass emailing. Personalizing your onboarding email with their name or past actions makes it more relevant.

Sample: "Hey [User's Name], welcome to [Your Company]! We noticed you started exploring [specific features]. Here are a few tips to help you get even more out of it."

‍Because they're customized, personalized emails stand out. It demonstrates you've considered their needs, which enhances their likelihood of interacting with your email.

2. Provide Practical Tips and Support

New users often feel overwhelmed when starting with a new product. A great onboarding email gives them simple, practical steps to follow. Rather than throwing a ton of information at them, focus on showing them the ropes.

Sample: "Getting started is easy! Here’s how to make the most of [Product]:

Set up your profile in minutes

Explore [Key Feature] to see immediate results

Check out our Help Center for quick answers"

‍People want guidance, not complexity. It's easier for people to follow along and stay interested when you break steps down into smaller actions. You’re helping them feel confident instead of confused.

3. Focus on Benefits, Not Just Features

Although features are excellent, users won't care until they know why it benefits them. It's best to focus on the benefits of your products instead of the features.

‍Sample: "Your daily chores can be automated using [Product], saving hours per week! This way, you can focus on what truly matters—growing your business!"

Users can easily understand why they should care when you focus on the advantages. It's not about what your product does, but how it makes their daily lives better. This will make them want to stay and look around more.

4. Use Engaging Storytelling

People relate to stories, not cold facts. You can make emails more interesting by telling stories. Talk about the history of your business, customer success stories, or how you think your product will make their lives better.

‍Sample: “When we first started [Your Company], we wanted to solve a simple problem: helping people manage their time better. Today, we’re proud to say that over 10,000 people are using [Product] to get more out of every day."

This can help humanize your emails. It makes consumers feel like part of something bigger and builds emotional connections. 

5. Include Creative Personalization

Creative personalization goes beyond calling users by name. You can customize their emails based on product usage or onboarding stage.

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Sample: "Hi [User], we noticed you’ve explored [Feature A], but haven’t tried [Feature B] yet. Here’s why you’ll love it: [Benefit of Feature B]."

This suggests you're following their progress and helping as needed. By suggesting unexplored areas, you assist them in getting more from your product, improving engagement.

6. Ask for Feedback on Non-Conversions

If a potential customer doesn't become a paid customer, it's a great chance to find out why. A friendly request for feedback can provide facts and show the customer you care about their experience.

‍Sample: "We noticed you haven’t upgraded yet, and that’s okay! We’d love to know what held you back. Your feedback helps us improve [Product] for everyone."

This gentle request shows you're listening to your customers. They may return if they enjoy your brand even if they don't convert. Also, their input can suggest ways to improve your onboarding process.

7. Maintain Consistent Brand Voice

Your brand’s voice sets the tone for all your communication. Whether you’re fun, casual, or professional, your onboarding emails should reflect that voice to create a smooth experience.

‍Sample: "Welcome to the [Your Company] family! We’re so excited to have you onboard. Ready to start doing amazing things with [Product]? Let’s go!"

‍Consistency in tone helps build trust in your brand. It can be confusing if your website is cheerful but your emails are stiff and formal. Staying constant strengthens your brand and makes users feel comfortable.

8. Trigger Emails Based on User Behavior

One of the best ways to make your onboarding emails relevant is by triggering them based on what a user does (or doesn’t do). This ensures that users get the right message at the right time.

‍Sample: "Hey [User], we saw you checked out [Feature], but haven’t finished setting it up. Check out this quick guide to complete the steps!"

Behavior-triggered emails feel personal and timely. You reply to the user's actions rather than sending a generic email. The email feels more relevant to their needs, increasing the likelihood that they'll react.

9. Re-Engage Inactive Users

Sometimes, users will sign up but not do much after that. Instead of letting them drift away, re-engage them with an email that reminds them of the value your product offers.

‍Sample: "It’s been a while, [User]! We’d love to see you back. Here’s what you’ve missed and how [Product] can help you save time, starting today."

This type of email gently nudges inactive users back into action. By highlighting what they’ve missed, you give them a reason to return and re-engage with your product.

10. Simplify the Welcome or Confirmation Email

The first email a user receives doesn’t need to be packed with info. A simple, clear message is often more effective at making a positive first impression.

‍Sample: "Thanks for signing up, [User]! We’re excited to have you. Click here to start exploring [Product], and let us know if you need anything!"

Users appreciate straightforward communication. A brief welcome or confirmation email shows their sign-up and provides a clear next step without overwhelming them.

11. Make Emails Mobile-Friendly

Most people check their emails on their phones, so your onboarding emails must look good and work well on mobile devices. This means simple layouts, larger fonts, and clear CTAs.

‍Sample: "Welcome to [Your Company]! Click below to start exploring your new dashboard. It’s easy and works great on mobile!"

A packed or badly structured mobile email might frustrate users. Keep everything mobile-friendly to give users a smooth experience on any device.

Types of Onboarding Email

Now that you've learned the best practices, explore the onboarding email types to inspire your next campaign.

1. Warm Welcome Emails

New users receive a warm welcome email straight away. It's meant to establish a good first impression, show thanks, and set the tone for future conversations. Keep messages light, polite, and non-salesy.

For instance, you can send a welcome email with a fun animated gif and a simple tagline. It’s not about selling your service but making the user smile and feel good about their choice.

2. Explainer Emails

Explainer emails serve as a quick introduction to your product. These messages discuss major features and their benefits. It helps start new customers without overwhelming them with information. Many brands encourage new customers using client testimonials or case studies.

3. Community Building Emails

Building community is key to client loyalty. Community-building onboarding letters can show customers where they fit into your brand's setting. Share success stories, case studies, or social proof to strengthen the feeling of belonging.

For instance, you can send community-oriented emails, showing new users they’re part of a tight-knit group.

4. Simple and Direct Emails

Sometimes, less is more. Simple and direct emails focus on providing value without over-complicating the message. These emails might include quick-start guides, support links, or a straightforward CTA to encourage users to explore your product.

Transform Your Onboarding with Expert Help

By following these practices, you can create emails that resonate with your audience. But you don’t have to do it all yourself. At The Email Marketers, I and my team of dedicated experts are here to handle everything for you.

The Email Marketers was formed to assist businesses like yours succeed with effective email campaigns. I understand the art of email marketing and know how to turn onboarding emails into powerful tools that engage customers and drive sales.

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Level up your onboarding process—get in touch with us today and let’s get started!

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