When I launched my first SaaS product, I thought building the tool would be the hard part.
Coding, testing, UI stuff. It took months. But once it went live, I quickly realized: none of it mattered if people didn’t stick around.
I’d see new signups come in… and then just vanish. Poof. No engagement. No upgrades. Some didn’t even log in a second time. I was baffled. And then it hit me, I wasn’t guiding them. I was basically saying, “Here’s the tool, good luck!” Not a great customer experience.
That’s when I got serious about onboarding emails. And let me tell you, a solid onboarding series? It’s the difference between a trial user ghosting you or becoming a loyal, paying customer.
1. Start With a Welcome Email That Sets the Tone
This isn’t the time for a robotic “thank you for signing up.” Your welcome email needs to do a few key things:
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Reaffirm the user’s decision (you made the right call signing up)
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Tell them what to expect (how many emails, over how long)
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Give them a single action to take next (like logging in or completing setup)
In my case, I added a “Get Started Checklist” in the first email and it cut trial drop-off by about 15% in the first week. People love direction — give it to them early.
2. Map the Journey, Then Build Emails Around It
Before you write anything, sketch out the steps users need to take to reach their “aha” moment — the point where they finally get the value of your product.
For my tool, it was creating their first report. For yours, it might be sending an invoice, importing data, or publishing a campaign. Whatever it is, that’s what your emails should build toward.
Each email should focus on just one step in that journey. One email = one action. Simple and clean.
3. Make Every Email Stupidly Actionable
People skim. They don’t want your life story — they want to know what to do.
Every onboarding email I write has:
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A short, friendly intro (“Hey! You made it this far, awesome.”)
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A single CTA button that says exactly what to do (“Add Your First Client”)
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A screenshot or gif if needed (visuals work wonders)
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A short “why this matters” section to build motivation
This structure works. I’ve tested it. I’ve tried fancy storytelling emails and minimalist plain text. Action always wins.
4. Use Triggers, Not Just Time-Based Sequences
Your onboarding shouldn’t just go out every two days on autopilot. Mix in behavior-based triggers.
If someone hasn’t logged in after 3 days? Send a nudge.
If they complete a key action? Celebrate and guide them to the next step.
If they open but don’t click? Try a different CTA.
Most email tools like ConvertKit, Customer.io, or ActiveCampaign let you set this up without code. It makes the experience feel personal — like someone’s got their back.
5. Educate, Don’t Overwhelm
Don’t try to teach them everything about your SaaS product in one email series. That’s a rookie mistake I made — sent like six emails packed with features and walkthroughs.
Now I do it differently.
I focus the onboarding emails on getting to value. Just the must-knows. Then I use later drip content for deeper features, tips, or use cases. People don’t need everything right now, they need to succeed today. Focus on that.
6. Include Social Proof Early
One of my highest-converting onboarding emails includes a 1-line testimonial from another customer — right under the CTA.
It’s not even a full case study. Just a quote: “I got my first lead within 24 hours using this tool.” Boom. That line has convinced more trial users to upgrade than any product demo ever has.
7. Make It Feel Personal, Even If It’s Automated
I write all my onboarding emails like I’m talking to one person. Casual. Human. A bit messy.
I’ll say things like:
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“P.S. If you hit a wall, just reply to this email. I actually read them.”
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“Heads up: the next step takes 2 minutes. I timed it.”
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“This part’s optional — but really helpful.”
People can tell when you’re mailing it in. And they can tell when you’re actually trying. Make your automation feel like a conversation, not a campaign.
8. Ask for Feedback (Gently)
Toward the end of your onboarding flow, drop in a quick feedback request. Not a big survey — just one question like:
“What’s the one thing that almost stopped you from trying this?”
I’ve learned more from that one email than months of guessing. And bonus — people who reply are more likely to stick around.
Final Thought
Creating an onboarding email series isn’t just about onboarding, it’s about retention. A user who feels supported, understood, and guided is a user who sticks.
Start small. Build one great welcome email. Then add another. Track clicks. Look at drop-offs. Tweak based on what real people do.
Because at the end of the day, your SaaS isn’t just about the features — it’s about how quickly and clearly people can see the value. And your onboarding emails? That’s where they see it first.
