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Want to drastically improve your retention and conversion rates?
Don’t skip onboarding email sequences.
Once someone takes the leap and buys from you, an onboarding email series makes them feel appreciated. It stirs positive feelings and reduces buyer’s remorse.
In this article, I’ll give you tips for creating a terrific onboarding sequence and examples of real sequences you can take inspiration from.
By the end of this, you’ll be more prepared to draft a personalized and effective welcome email flow that will keep your brand at the forefront of your customers' minds.
Let’s get started!
What is an onboarding email sequence?
An onboarding email sequence is a series of emails sent after someone buys or signs up for your product or service.
It increases retention rates and educates customers about your product so they can make the most out of it, thereby reducing refunds or buyer’s remorse.
It is also used to welcome new customers and engage them for the long term.
Why are onboarding email sequences important?
Onboarding email sequences leverage the period right after someone becomes a customer where interest is high.
Welcome emails (as onboarding emails are sometimes called) have 86 percent higher open rates and are read more than regular marketing emails.
New customers or subscribers have also come to expect an onboarding email from brands.
Those who receive an onboarding email are more likely to engage with your brand over the long run than those who didn’t receive one.
Thus, if you want to maximize conversion and retention, you need to spend time on your onboarding email sequences.
8 Essential Tips For Creating a Compelling Onboarding Email Sequence
Automate your email sequence
First, set up your email sequence in your email service of choice.
Most email service platforms have an automated email marketing automation feature. Automation makes creating this sequence easier for you.
Welcome emails (as onboarding emails are sometimes called) have 86 percent higher open rates and are read more than regular marketing emails.
Aim for 3 to 5 emails in your onboarding series
Three to five emails is the sweet spot for this type of email automation.
Space out the emails over a week or two weeks. For example, the sequence can be as follows:
- An opt-in or welcome email where you tell them what they can expect from you over the next weeks
- Introduce your brand and your story
- Send your most engaging content
- Address a pain point your customer has that you can help with.
- Answer an FAQ
Make sure you send your first email immediately after the customer buys or signs up.
Spend extra time writing the perfect subject line and preview text
Even though onboarding emails have high open and read rates, you still need to write a killer subject line that will entice your customers to open the email.
Make sure the copy is descriptive and relevant. Explain the value they’ll receive or pose a question that you will answer in the email body.
All these are simple tricks to have a more compelling email that gets opened.
Don’t be generic
For the love of god, please personalize your emails.
Whether it’s by segmenting your list or including the recipient’s name in your copy, make sure you write an email that’s tailored to your customer and which actions they’ve taken previously.
Make an offer they can’t refuse
You can also create an onboarding sequence that focuses on a discount.
The first email can focus on the offer and the next emails will serve as reminders for claiming the discount.
The final email adds urgency to the discount and gives the recipient a final chance to use the discount.
Have clear call-to-actions
Each email in the sequence should have a specific call to action. Focus on one CTA per email and clarify what it is exactly that you want your customer to do next.
Each email should have a singular goal. Don’t just include information in the email. Get them to act.
Tell your story
People want to buy from humans, not corporations or faceless brands, so get your story out there.
Leaving this crucial information out is a missed opportunity for more sales. Don’t be a stranger; show your brand’s origins.
Educate them about your product
An onboarding sequence can also be used to educate your customers about your product. Show the full capabilities of your product and how customers can maximize them.
You can send:
- Tutorials or step-by-step guides
- Videos
- GIFs
- Screenshots
Convey your product’s unique selling points and let your readers visualize themselves using it.
Don’t assume that your customers know how to use your product from the get-go.
Help them get started by educating them about the basics of your product and how to deal with issues they might encounter.
Three Onboarding Email Sequence Examples
SKIMS onboarding email sequence
Email #1
Subject: Welcome to SKIMS!
Preview text: Your wardrobe is about to be transformed.
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Email #2
Subject: More styles. More sizes. More shades.
Preview text: Clear your drawers. You’ll be wearing these 24/7.
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Email #3
Subject: The SKIMS Rewards Program is Here!
Preview text: Get rewarded for shopping with us. ͏
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Email #4
Subject: Over 100,000 five-star reviews!
Preview text: They love SKIMS, and you will too.
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What we like:
- The first email captures their brand in just one photo and tells the subscriber what they’re all about: diversity and inclusion.
- Details their mission and why their brand is groundbreaking in the industry.
- Explains their rewards program and its benefits for the shopper, thus creating an incentive to buy right away
- Ends with solid social proof: five-star reviews from their customers.
Main takeaways: Show, don’t tell, your brand story and why your customers love you.
Frank Body onboarding email sequence
Email #1
Subject: 💘 Here's 10% off for you, babe.
Preview: You're now officially a frankfurt.
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Email #2
Subject: 😉 Loved getting your name yesterday.
Preview: Does this mean you’re ready to get a little dirty?
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Email #3
Subject: 🌟 Real results from really attractive people.
Preview: Take 10% off and see for yourself. ͏
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What we like:
- Starts on the right foot with a ten percent discount and explaining what the brand is about
- Eliminates decision fatigue by promoting the brand’s bestsellers coupled with clear CTAs
- Creates a deadline for the discount offer to knock people off the fence
Main takeaways: Follow up on your initial discount offer and create a deadline to push the sale further.
Eight Sleep onboarding email sequence
Email #1
Subject: Why we built Eight Sleep
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Email #2
Subject: Do you like to sleep cold?
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Email #3
Subject: Learn how the Pod works
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What we like:
- Humanizes the brand right from the first email with a message and picture of the founder, along with his product recommendations
- Shares valuable content that targets their audience’s pain point while also providing more information about their main product
- Invites readers to learn more about their product and educates them by including GIFs in their final email of the series
Main takeaways: Involve your founder in the first email and address pain points through targeted content.
Elevate Your Customer Experience with Onboarding Emails
Craft an effective, churn-busing onboarding email sequence with these tips.
Don’t forget that multiple touchpoints are more likely to lead to sales, so create multiple emails to welcome your new subscribers or customers.
This email journey is meant to nurture your audience so they keep doing business with you.
If you want more email flow examples and inspiration, check out Panoramata.
It’s an all-in-one competitor tracking and benchmarking platform where you can find ad, email, email sequence, and landing page examples all in one place.
Frequently Asked Questions
How to write an onboarding email sequence?
Start with a warm welcome email that thanks your customer and sets expectations for what’s coming next. Follow up with emails that introduce your brand, showcase product features, address pain points, and offer valuable content like tutorials or discounts.
How many emails are in an onboarding sequence?
Typically, an onboarding sequence includes three to five emails. This number provides enough touchpoints to educate, engage, and convert without overwhelming your subscribers.
What should an onboarding email say?
An onboarding email should welcome your customer, provide helpful information about your product or service, and guide them on what to do next. Focus on clear benefits, educational content, and a strong call to action.
How often should you send onboarding emails?
Send the first email immediately after signup or purchase, and space the rest over one to two weeks. A steady pace keeps your audience engaged without bombarding them.
