How we build an onboarding email flow (with actual performance data)
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Marketers believe onboarding emails are a powerful tool for driving engagement. Everyone else thinks they’re annoying and ineffective. The truth, as always, is a little more complicated.
People, and developers in particular, hate onboarding campaigns because the bad ones are so memorable. And how would you know what “good” looks like without signing up and risking a flood of tedious outreach emails from sales reps?
We don’t do those sort of outreach emails. This is what we do instead, and how we got there over 5 major iterations. We think it works and we’ve included performance data so you can judge for yourself.
Start with costing lots
We didn’t do welcome emails for new users, and even our monthly changelog emails were only sent to 660 opted-in users. I decided to change this and imported 30,000+ users into that email list.
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Our conversion event was a user log-in within one week of opening an email. We hadn’t yet thought of anything better.
- Open rate: 56%
- Click-through-rate: 7.4%
- Conversion rate: 3%
- Unsubscribe rate: 0.6%
Based on this high open rate and low unsubscribe rate we felt that users didn’t mind getting the emails, and the click-through rate suggested they liked what they read. So, we continued adding more messages.
Let's work together
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We can help you grow your business
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Frequently asked questions
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- Well there is one.
- Well there are two of them.
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Sed nec pharetra felis, in ultrices neque. Phasellus varius semper tellus, ac imperdiet erat commodo id. Aenean lobortis justo et velit ornare malesuada. Nam lacus orci, elementum eu odio ac, molestie venenatis turpis. Mauris ex ipsum, dictum gravida pretium sed, molestie nec ante. Sed ac ullamcorper nisi.
Sed nec pharetra felis, in ultrices neque. Phasellus varius semper tellus, ac imperdiet erat commodo id. Aenean lobortis justo et velit ornare malesuada. Nam lacus orci, elementum eu odio ac, molestie venenatis turpis. Mauris ex ipsum, dictum gravida pretium sed, molestie nec ante. Sed ac ullamcorper nisi.
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