Home Blog How To Create A Compelling SaaS User Onboarding Email Sequence

How To Create A Compelling SaaS User Onboarding Email Sequence

July 19, 2022 Edwin Kooistra

User onboarding email sequences are the key to success for any SaaS business that relies on email to communicate with its customers. They provide a way to introduce new subscribers to an existing or a newly launched product in a way that looks more personalized and engaging.

When done correctly, user onboarding emails can be practical tools that help convert free trial users into paying customers or one-time buyers into lifelong fans.

Importance of user onboarding email sequence

User onboarding email sequences are essential for any business that wants to ensure a great user experience for its customers.

By sending emails introducing new users to your product, you can help them get the most out of what you have to offer.

Additionally, user onboarding email sequence examples can also help reduce customer churn.

There are a few key reasons why email onboarding sequences are so important:

1. Helps new users get started: A user onboarding email sequence can help new users get started with your product by providing them with the information they need.

2. Keeps users engaged: By keeping users engaged with your product or service, user onboarding emails can help reduce churn and control people using your product or service.

3. Builds relationships: By building relationships with new users, user onboarding emails can help create long-term customers and advocates for your product or service.

4. Increases conversion rates: By providing new users the information they need to use your product or service, SaaS onboarding email sequences can help increase conversion rates and get more people using your product or service.

5. Saves time: By providing new users with the information they need to get started with your product or service, user onboarding email sequences can help save you time in the long run by helping reduce support requests and increasing self-sufficiency.

What to do before starting an email onboarding sequence

The key to success with user onboarding emails is twofold: first, you need to have a clear understanding of your goals for the email sequence, and second, you need to create content that is interesting, useful, and relevant to your target audience.

Let’s take a closer look at each of these three key elements:

  1. Define your goals
  2. Create compelling content
  3. Test and tweak

1 – Define your goals

The first step in creating an effective user onboarding email sequence is to define your goals. What do you want to achieve with your emails?

Are you looking to increase conversions from free trial users to paying customers? Are you trying to boost customer loyalty and retention rates? Are you hoping to increase the number of referrals you receive?

Your goals will determine the overall tone and approach of your email sequence. For example, if your goal is to increase conversions, your emails will likely be focused on features and benefits. In contrast, if your goal is to boost customer loyalty, your emails will be more customer-centric, highlighting success stories and case studies.

2 – Create compelling content

Once you know your goals, it’s time to start creating compelling content for your email sequence. Remember, the purpose of your user onboarding emails is to introduce new subscribers to your brand, product, or service in a personal and engaging way.

You’ll need to create attractive, functional, and relevant content for your target audience. Here are a few tips to get you started:

  • Use an attention-grabbing headline: The subject line of your email is critical in determining whether or not it will be opened. Make sure your headline is engaging, relevant, and informative.
  • Keep it short and sweet: No one likes to read long emails, so keep your messages concise and to the point.
  • Use images and videos: A picture is worth a thousand words, so make sure to use visuals to help tell your story.
  • Use personal stories: sharing your experiences is a great way to connect with your readers personally.
  • Offer something valuable: Whether it’s a coupon, discount, or free trial, make sure you’re offering your subscribers something of value in exchange for their time and attention.

3 – Test and tweak

Finally, don’t forget to test and tweak your email sequence until you find what works best for your business. There’s no magic formula for success, so it’s important to experiment until you find what works best for your target audience.

User onboarding email sequences are the key to success for B2B SaaS business that relies on email to communicate with its customers. By following the tips outlined above, you can create an email sequence that is both effective and engaging.

10 Steps to creating a user onboarding email sequence for SaaS

Here are the ten steps for a better onboarding email sequence for SaaS companies:

  1. Start with a welcome email
  2. Send engagement emails
  3. Make product update announcements
  4. Provide helpful resources
  5. Offer discounts and promotions
  6. Send user surveys
  7. Announce company news
  8. Invite users to webinars or events
  9. Send “Thank You” emails
  10. Keep your email list up-to-date

1 – Start with a welcome email

When someone first signs up for your software, they should receive a welcome email. This is an opportunity to introduce yourself and your company and get the user excited about using your product.

Please include a brief overview of what your software does and why it will be valuable for the user. You can also have a video tutorial or link to helpful resources.

Welcome email sample:


Welcome to our SaaS platform. We’re excited to have you on board and can’t wait to start helping you grow your business.

To get started, we’ve put together a quick guide that will walk you through the basics of using our platform. We’ll also send you helpful tips and resources over the next few weeks to help you get the most out of our SaaS.

Thanks again for joining us, and we look forward to helping you grow your business.


The SaaS Team.

2 – Send engagement emails

After the initial welcome email, you must keep users engaged with your product by sending them regular emails. These could be announcements about new features or updates, tips on using your product more effectively, or case studies highlighting how other users have benefited from your software.

Engagement email sample:

Hey there!

Thanks for joining us. We’re excited to have you on board and can’t wait to start.

Here are a few things you can do to get the most out of your experience:

1. Get to know the other members of the community. This is a great place to meet new people and make friends.

2. Participate in the forums. This is a great way to learn from others and share your knowledge.

3. Check out the resources section. This is a great place to find helpful information and tips.

We’re looking forward to getting to know you better and helping you make the most of your experience.


The Community Team.

3 – Make product update announcements

When you release new features or updates to your product, let your users know via email. This will keep them informed about what’s new and encourage them to keep using your software.

Product update announcements email sample:

Hello, Loyal Customer!

We have some exciting news to share with you – we have just released a new update to our product!

This update includes several new features and improvements that we think you’ll love. Here are just a few of the highlights:

-New feature 1

-New feature 2

-New feature 3

-Improvement 1

-Improvement 2

Please visit our website or contact our customer support team to learn more about these new features and improvements. We would be happy to answer any questions that you may have.

Thank you for being a loyal customer. We hope you enjoy the new update!


Your Company Name.

4 – Provide helpful resources

In addition to product updates, it can be helpful to send users emails with valuable resources they can use to learn more about your software. This could include blog posts, video tutorials, or links to helpful articles.

Provide helpful resources email sample:

Hello, everyone!

I hope you are all having a great week so far. I wanted to take a quick moment to share some resources that might be helpful for those who are looking for more information.

The first resource is an article that offers some great tips.

The second resource is a blog post that provides some helpful advice on how to avoid making common mistakes.

I hope you find these resources helpful. If you have any questions, please feel free to reach out to me. I am always happy to help.

Have a great rest of your day!

5 – Offer discounts and promotions

From time to time, you may want to offer discounts or promotions on your software. These could be for annual plans, upgrades, or add-ons. Sending an email to announce these specials can encourage users to take advantage of them.

Discounts and promotions email sample:

Hi there!

Thank you for being a loyal customer. We appreciate your business and want to show appreciation by offering you a discount on your next purchase. Use the code “THANKYOU” at checkout to receive 10% off your order.

We also have a special promotion running this week. Spend $50 and receive free shipping on your order. This offer is only valid until the end of the week, so don’t wait!

Thank you again for your business. We look forward to serving you in the future.



6 – Send user surveys

Asking for user feedback is a great way to improve your product. You can do this by sending out surveys via email and using the results to make changes that will benefit everyone.

User surveys email sample:

Hi there!

We hope you’re having a great day. We’re reaching out to ask if you’d be interested in taking a survey about your experience using our product.

It would mean a lot to us if you could take the time to fill out the survey, and we promise it won’t take more than a few minutes of your time. Plus, we’ll enter you into a draw to win a $50 gift card as a thank you for participating.

If you’re interested in participating, please click the link below to begin the survey.

Thank you so much for your time, and we hope to hear from you soon.

Take care!

The team.

7 – Announce company news

In addition to product updates, keeping users informed about what’s going on with your company is vital. This could include announcements about new hires, office moves, or upcoming events.

Announcing company news email sample:

Hello, Loyal Customer,

We have some big news to share with you! We are moving to a new location and expanding our business. This means more great products and services for you. We can’t wait to show you what we have in store.

Stay tuned for more details. In the meantime, feel free to contact us with any questions.

Thank you for your continued support.


Your Company Name.

8 – Invite users to webinars or events

Webinars and events are a great way to engage with your users and get them excited about your product. You can use email to invite users to these events and provide information on how to participate.

Invite users to webinars or events email sample:


Are you interested in learning more about webinars and events? If so, then we have the perfect opportunity for you!

We are hosting a webinar on Thursday, August 8th, at 2:00 pm EST that will cover everything you need to know about webinars and events. This is an excellent opportunity to learn more about this topic and to ask any questions you may have.

To register for the webinar, click here.

We hope to see you there!

Thank you,

The Webinars and Events Team.

9 – Send “Thank You” emails

Sending a “thank you” email is a great way to show appreciation for your users. This simple gesture can go a long way in building a relationship with them.

Thank You email samples:


Now that you’ve completed the user onboarding sequence, we wanted to take a moment to say thank you. We hope you had a great experience and learned much along the way.

We’re always looking for ways to improve, so if you have any feedback, please don’t hesitate to let us know.

Thanks again for using our product. We’re grateful to have you as a customer, and we’ll continue working hard to provide you with the best experience possible.


The Team at XYZ Company.

10 – Keep your email list up-to-date

Finally, keeping your email list up-to-date is essential by removing inactive subscribers and adding new ones. This will ensure that your emails are being seen by those who are most likely to find them helpful and engaging.

Wrapping up

Creating an effective user onboarding email sequence can seem daunting, but it’s well worth the effort. Following these ten simple steps, you can create a series to help new users become productive and happy customers.

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Edwin Kooistra - Product Marketer & Founder

Technology can be a huge differentiator but leveraging emerging technologies can be challenging. After my degree in Business Information Technology I decided to work on the provider side of Technology, because I believe Technology providers play an important role in guiding enterprises on their digital journey. Besides helping tech businesses to optimize their growth and go-to-market strategies, I also like to write about the topic. I hope you find it useful!

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