[Emailing] How To Provide The Best Onboarding Experience?

Your product/app is working like a charm! Great ! And you get more and more registrations, now what?

This is already a big step forward, but remember that this is only the beginning. Yes, after pushing visitors to sign up for your free version, you need to put in place a retention strategy to retain your customers and turn them into users who will pay for your product. The email onboarding campaign is the best way to start.

Email onboarding plays an important role in your conversion rate. Once the user has registered, you absolutely need to help them use your product.

Here is the recipe for a successful onboarding.

  1. Opt-in
  2. The welcome email
  3. The “How does it work?” email
  4. The commitment email
  5. The re-engagement email
  6. Free trial end email
  7. 7 Feedback email

1. Opt-in

Opt what? Would you tell me. Remember this word well because it is essential, even OBLIGATORY, to go through an opt-in email for your onboarding campaign. To protect registrants, regulation will be implemented in May 2018. It stipulates that the subscriber has given his consent to receive emails from the company.

This opt-in email lets you know that the visitor’s email address is valid, but it also allows you to have confirmation of the consumer’s registration. On May 25, 2018, it will be necessary to apply GDPR. We have found a short quiz for you, in English, to prepare you for this law and to find out your degree of compliance.

2. The welcome email

Once your user has confirmed their email address, you have very little time to send your first welcome email. Think of automate this email welcome so that your user receives it as soon as possible, this responsiveness gives an image 10 times more positive.

This is the first contact you have with your customer. Welcome emails have a 45.7% average open rate. Introduce yourself, show the brand, be concise and don’t overwhelm your consumer with too much information.

Here are the three key points:

  • A brief description of your business and a reminder of how your product can help them.
  • An explanation of the next step to take.
  • A good Call-To-Action.

Now that your consumer has taken the first step, the other goal of email onboarding is explain how your product works. Among other things, you have to guide your consumer. This info can be in your welcome email.

You must highlight why your product is awesome. Don’t forget thathe does not know all the features of your product. Highlight the benefits of your product and the next steps to get them started using it soon.

4. The commitment email

Now that you’ve shown them how your product works, you need to maintain the relationship by providing him informative content. We suggest that you put yourself in your prospect’s shoes, imagine the questions he may have and propose a solution to this problem, through videos, blog articles.

Strengthen your brand image, position yourself as an expert by offering your prospect content from your blog, for example, to help him or to inform him about news related to your domain.

5. Re-engagement email

At this point, know that 40-60% of your users won’t reopen your app/product. Only 3% of your consumers will pay for your product. There are several reasons that can cause your product to be discontinued. The user does not understand how your product works, he does not see the interests of your product, etc.

However, it is not not impossible to recover an inactive user and minimize churn. Personalize your emails based on the behavior of your users. For example, a user who logs in three times a day will not receive the same email as a person who signed up and never logged in again; these users have different needs, analyze them.

It is time to sell your product.

You want your prospect to upgrade from the free trial to the paid version. There are several ways to transform your prospect. By using and analyzing your users’ data, and putting it into emails, users can remember how useful your product is.

Here are the elements to include in your email to encourage the prospect to switch to the paid version.

  • Tell your customers that their data is going to be deleted.
  • Give a free trial end date to create a sense of urgency.
  • Put a clear CTA.
  • Recall the benefits of the product.
  • Offer personalized assistance.

7. Feedback email

You should seek to improve your product and adapt it to user needs. Why not ask for feedback directly? Explain the reason for this email, mention that participation is essential to improve your product. The email should be very simple with a single CTA.


Take the time to understand your customers and guide them because they probably don’t know how to best use your product. It is essential for companies to adopt an onboarding campaign strategy, to provide informative content to help users move forward and take the next step in the customer journey. We also advise you to choose the right emailing solution such as Mailjet or Mailchimp.