10 User Onboarding Email Strategies for SaaS in 2024

SaaS companies are stepping up their onboarding email game in 2024. Here's what's working:

1. Tailored emails for each user
2. Emails based on user actions
3. Adding interactive elements
4. Using AI to improve emails
5. Short, focused learning emails
6. Adding game-like features
7. Including videos in emails
8. Team-focused onboarding
9. Getting and using user feedback
10. Consistent messaging across platforms

Quick Comparison:

Strategy	Key Benefit	Example
Tailored emails	Higher engagement	Trello's personalized welcome
Action-based emails	Timely relevance	SurveyMonkey's signup follow-up
Interactive elements	Increased click rates	Xfinity's image carousel
AI-powered emails	Better personalization	Mailchimp's behavioral targeting
Short learning emails	Improved retention	Monday.com's quick-start guide
Game-like features	Higher open rates	Mailmodo's spin-the-wheel
Video in emails	Boosted click-through	Wistia's 38% CTR increase
Team onboarding	Smoother adoption	Smartsheet's checklist method
User feedback	Product improvement	Chamaileon.io's video offer
Consistent messaging	Unified brand experience	Cross-channel brand guidelines

The goal: Guide users to their "aha!" moment quickly and keep them engaged with your product.

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1. Tailored Emails for Each User

Gone are the days of one-size-fits-all emails. In 2024, SaaS companies are taking personalization to a whole new level.

Here's the deal:

Tailored emails aren't just about slapping a first name in the subject line. It's about crafting messages that speak directly to each user's needs, behaviors, and stage in their journey.

Check this out:

Personalization Element	Impact on Open Rates
Personalized subject line	29% increase
Behavior-based content	Up to 50% higher
Addressing recipient by name	35% boost in click-through

But here's where it gets interesting:

Trello nails it with their welcome email. It's friendly, uses a mascot for a light touch, and links to a getting-started guide. Simple, yet effective.

Headspace takes a different approach. Their onboarding email breaks down app usage into bite-sized steps, making it easy for newbies to dive in without feeling overwhelmed.

Now, let's talk strategy:

1. Segment your users: Group them by behavior, use case, or job role.
2. Use dynamic content: Change email sections based on user data.
3. Trigger-based sending: Time your emails to match user actions.

Here's a pro tip from Leslie Venetz, founder at Sales Team Builder:

"To earn you the right to their inbox, the right to their calendar, and ultimately, the right to their business."

That's what personalization is all about – earning trust through relevance.

But watch out:

Over-personalization can backfire. Keep it authentic and respect your users' privacy.

Remember, the goal is to guide users to their "aha!" moment, not to show off how much data you've collected.

2. Emails Based on User Actions

Let's face it: generic emails are so 2010. In 2024, it's all about sending the right message at the right time.

Here's the deal:

Emails triggered by specific user actions are like a secret weapon for SaaS companies. They're timely, relevant, and pack a serious punch when it comes to engagement.

Check out these numbers:

Email Type	Open Rate	Click-Through Rate
Triggered	47% higher	115% higher
Standard	20% (avg)	2.14% (avg)

That's not just a small bump - it's a game-changer.

But how do you make it work? Here are some key strategies:

1. Welcome emails: When a user signs up, hit them with a friendly hello. SurveyMonkey nails this with a personalized email that includes a direct link to "See all templates".

2. Feature adoption emails: If a user hasn't tried a key feature, give them a nudge. FullStory sends a clever email if users haven't installed their recording snippet, creating a sense of urgency.

3. Re-engagement emails: For those ghosting users, a little reminder can go a long way. Webflow uses these to highlight new features and remind users of the value they're missing out on.

4. Milestone emails: Celebrate user achievements. Fitbit sends weekly recap emails showing users' activity stats, helping them track progress over time.

Here's a pro tip from the folks at Lego:

"You've looked at some great LEGO sets!"

This subject line for their abandoned browse email is simple, yet effective. It acknowledges the user's interest and gently nudges them back to the site.

But watch out:

Don't go overboard. Not every user action needs an email. Be strategic about which triggers you use to avoid overwhelming your users.

3. Adding Interactive Elements to Emails

Gone are the days of static, boring onboarding emails. In 2024, it's all about making your emails come alive with interactive elements.

Why? Because they work.

According to Martech Advisor, interactive email content boosts click-to-open rates by a whopping 73%. That's not just a small bump - it's a game-changer.

But what exactly are these interactive elements? Let's break it down:

1. Image Carousels

Xfinity nailed this one. They added a carousel that lets users flip through images right in the email. No need to click away - everything's right there.

2. Embedded Videos

Wistia took this approach. They embedded a video directly in their email, showing off their product in action. It's like a mini-demo right in your inbox.

3. Live Polls

Bulk went all in on this. They added a live poll to their email, letting subscribers see results in real-time. It's engaging and gives instant feedback.

4. Hover Effects

Matt Helbig from Beefree & Really Good Emails says:

"We are seeing brands do some really cool, fun hover effects in email. It's a good way to tell people that something's clickable."

5. Ticker GIFs

Kristy McCarley, Founder of Pure Firefly, explains:

"Ticker GIF also known as the repeating text, usually at the top of the email, really grabs attention and makes the email feel lively and energetic."

But here's the kicker: it's not just about looking cool. These interactive elements serve a purpose. They guide users through your onboarding process, making it easier and more fun.

Take Asana, for example. They use video in their onboarding emails to show new users how to collaborate in their workspace. It's not just telling - it's showing.

The numbers back this up:

Statistic	Percentage
People who have watched an explainer video	91%
People who prefer learning through short videos	44%

So, what's the takeaway?

Don't just tell your users what to do. Show them. Engage them. Make your emails an extension of your product experience.

Remember: in the world of SaaS onboarding, a little interactivity goes a long way.

4. Using AI to Improve Emails

AI is changing the game for SaaS onboarding emails in 2024. It's not just about sending emails anymore - it's about sending the right emails to the right people at the right time.

Here's how AI is making waves:

Personalization at Scale

AI tools analyze user data to craft emails that feel like they're written just for you. The American Marketing Association (AMA) teamed up with rasa.io and saw their weekly open rates jump by 47%. Their click rates? Nearly 10%.

Smart Timing

AI doesn't just guess when to send emails - it knows. Brenthaven used Seventh Sense with HubSpot to figure out the best times to hit send. The result? A 211% increase in total clicks and 122% more opens year-over-year.

Content That Clicks

AI isn't just scheduling emails - it's writing them too. EcomHype used Smartwriter to create personalized messages and saw their response rates climb by over 40%.

But it's not just about the numbers. AI is changing how we think about email marketing:

"AI can combine data analysis, personalization, copywriting, and deployment into one streamlined process that will have an enormous impact." - Aquibur Rehman, CEO of Mailmodo

Here's a quick look at some AI tools making waves:

Tool	What It Does	Key Benefit
Mailchimp	AI-driven behavioral targeting	Better user engagement
HubSpot	Predictive send time optimization	Higher open rates
Rasa.io	Personalized content curation	Increased click-through rates
Seventh Sense	Email engagement analysis	Optimized send times
Smartwriter	AI-generated personalized messages	Improved response rates

Practical Tips for SaaS Companies

1. Use AI to segment your email list. Don't send the same onboarding email to everyone.
2. Let AI analyze user behavior to suggest product features in your emails.
3. Use AI-powered chatbots in your emails for instant, 24/7 support.
4. Try AI tools for writing subject lines that get clicks.

5. Short, Focused Learning Emails

In 2024, SaaS companies are breaking down their onboarding emails into bite-sized, easy-to-digest lessons. This approach helps new users absorb information without feeling overwhelmed.

Here's why it works:

1. Quick wins: Users can achieve small victories quickly, boosting their confidence and engagement.

2. Better retention: Short lessons align with how people learn best. The average learning session has shrunk from 20 minutes to just over 4 minutes.

3. Mobile-friendly: Brief emails are perfect for users on the go, who want to learn in short bursts.

Let's look at some real-world examples:

Company	Approach	Result
Monday.com	Immediate post-signup email with quick-start guide	Reduced new user friction
SE Ranking	Final onboarding email with educational resources	Increased product usage and retention
Quickbooks	Friendly welcome email with instant "get started" action	Maximized customer activation

Tips for creating effective short-form onboarding emails:

• Focus on one key concept or action per email
• Use clear, simple language
• Include visuals or short videos to explain complex ideas
• Provide links to more in-depth resources for interested users

"To support our team members during our new HRIS software implementation, we used 7taps to create a job aid about how to set up a direct deposit and began sharing it with newcomers via a QR code during orientation sessions. It helps new team members each week." - Julie Anderson McKee, Director, Learning and Development, Inova Health System

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6. Adding Game-like Features

In 2024, SaaS companies are spicing up their onboarding emails with game-like elements. Why? Because it works.

Here's the scoop:

• Gamified emails can boost open rates by 30%
• They can increase engagement rates up to 48%
• Conversions can multiply by 2.5x

But how do you actually do this? Let's look at some real-world examples:

Spin the Wheel

Mailmodo's spin the wheel widget lets users win targeted rewards. It's a simple game that builds excitement and curiosity.

Word Games

Remember Wordle? Mailmodo found a way to put it right in your inbox. Users can play the game without leaving their email, keeping them engaged longer.

Quizzes

Mailmodo also uses quizzes to spark competition. Users answer questions and can win discounts for correct answers.

Scratch Cards

Bose and Gwynnie Bee use virtual scratch cards in their emails to reveal discounts. It's a fun way to build anticipation for sales.

But it's not just about adding games. Here's how to do it right:

1. Keep it simple: Games should be easy to understand and play.
2. Make it relevant: The game should tie into your product or service.
3. Offer real value: Rewards should be worth the user's time.
4. Don't overdo it: Not every email needs to be a game.

Here's a quick comparison of different game elements:

Game Element	Engagement Level	Complexity	Best For
Spin the Wheel	High	Low	Quick rewards
Word Games	Medium	Medium	Daily engagement
Quizzes	High	Medium	Education
Scratch Cards	Medium	Low	Sales promotions

Remember, the goal is to make onboarding fun, not frustrating. Use these game-like features to guide users through your product, not distract them from it.

"Gamifying increases the appeal of learning, interaction, and retention. This is because our brains are wired to avoid pain and seek pleasure, and playing a game is always a fun thing to do." - Christiaan Huynen, CEO/Founder at DesignBro

7. Including Videos in Emails

In 2024, SaaS companies are leveling up their onboarding game by adding videos to their emails. Why? Because it works like a charm.

Here's the deal:

• 91% of people have watched a video to understand a product better
• Adding "video" to your email subject line can boost open rates by 19%
• Video in emails can increase click-through rates by up to 300%

But how do you actually use videos in emails? Let's look at some real-world examples:

Wistia's A/B Test

Wistia, a video hosting company, ran an A/B test with their emails. The results?

• Email with a video at the top: 38% click-through rate
• Email with just a graphic at the top: 12% click-through rate

That's more than 3x the engagement!

Asana's Onboarding Videos

Asana uses short video tutorials in their help center. These videos:

• Show users how to use basic features
• Are under 6 minutes long
• Save users hours of frustration

Dropbox's Explainer Video

Dropbox replaced their detailed product description with a 2-minute explainer video. The outcome?

• 5 million new customers
• $24 million in revenue

But it's not just about slapping a video in your email. Here's how to do it right:

1. Keep it short: Aim for 1-2 minutes max.
2. Make it mobile-friendly: Most people check emails on their phones.
3. Use a compelling thumbnail: It should make people want to click.
4. Add captions: Not everyone will watch with sound on.

Here's a quick comparison of video types you can use:

Video Type	Best For	Typical Length	Example
Welcome Video	First-time users	30-60 seconds	Introducing your team
Product Demo	Feature explanation	1-2 minutes	Showing how to use a new tool
Customer Story	Building trust	2-3 minutes	A user sharing their success
Tip of the Week	Ongoing engagement	30-60 seconds	Quick productivity hack

Remember, the goal is to help users, not to show off your video skills. Use these videos to guide users through your product, answer their questions, and keep them engaged.

"Video can explain complex ideas quickly and easily." - Samuel Hulick, Onboarding Expert

8. Team-focused Onboarding

In 2024, SaaS companies are shifting their focus to team-based onboarding strategies. This approach is key for products designed for multiple users within organizations.

Here's how to make team onboarding work:

1. Personalize by role: Tailor emails based on user roles and goals. This boosts engagement and helps each team member understand their part.

2. Use multichannel onboarding: Combine emails with in-app guides, webinars, and help docs. This caters to different learning styles and keeps teams engaged.

3. Create collaborative activities: Get teams working together from day one. For example:

   • Compile case studies about company challenges
   • Build onboarding resource lists for future new hires
   • Play team-building games like onboarding bingo

4. Offer opt-out options: Let confident users skip parts of the onboarding. This respects their time and preferences.

5. Use guided interaction: Show teams how to use core features together. This builds shared understanding and promotes collaboration.

Let's look at some real-world examples:

Trello's Social Proof Approach

Trello's onboarding email:

• Celebrated reaching 10 million users
• Offered free Trello Gold to encourage deeper engagement
• Result: Increased user activation and team adoption

Smartsheet's Checklist Method

Smartsheet's welcome email:

• Used a checklist to guide new users
• Made it easier for teams to start using the tool together
• Outcome: Smoother onboarding for entire teams

WashCard Systems' Automated Onboarding

WashCard Systems created an onboarding checklist using HubSpot Workflows:

• Streamlined the process for busy business owners
• Provided easy access to necessary information
• Effect: Improved onboarding completion rates for team accounts

Here's a quick comparison of team onboarding strategies:

Strategy	Best For	Example
Role-based Emails	Large teams with diverse roles	Customized content for managers vs. team members
Collaborative Tasks	Building team cohesion	Group case study creation
Guided Feature Tours	Complex products	Interactive walkthrough of team collaboration tools
Opt-out Flexibility	Teams with mixed experience levels	Skip option for advanced users

Remember, team onboarding is an ongoing process. Keep measuring and improving based on user feedback and behavior.

"Software marketers know the product better than the users. In your welcome email, there should be suggestions and guides to learn the best practices and next steps after signing up." - Mariusz Michalowski, Community Manager at Spacelift

9. Getting and Using User Feedback

In 2024, SaaS companies are putting more focus on user feedback to improve their onboarding emails. Here's how to do it right:

1. Ask at the right time: Send feedback requests halfway through a trial or onboarding sequence. This gives users time to form opinions but catches them while the experience is fresh.

2. Keep it short: Use brief surveys with key questions about sign-up satisfaction and intended product use. This respects users' time and increases response rates.

3. Offer value: Give something in return for feedback. For example, Chamaileon.io offers a free video walkthrough of their product in their welcome email.

"A great way to get replies to your welcome email is by offering something. For example, we offer a free video — a customized video walkthrough of our product." - Gergely Csaba Nagy, Marketing Manager at Chamaileon.io

4. Use multiple channels: Collect feedback through email, in-app surveys, and live chat to reach users where they're most comfortable.

5. Show progress: Include usage review emails that highlight user progress and suggest new features to explore. This helps users see the product's value quickly.

6. Act on feedback: Implement changes based on user input and let users know how their feedback helped improve the product.

Here's a comparison of feedback collection methods:

Method	Pros	Cons
Email surveys	High response rate (24.8%)	May get lost in inbox
In-app surveys	Immediate context	Can interrupt user flow
Live chat	Real-time insights	Requires staff to monitor
Usage review emails	Shows product value	May be seen as promotional

Remember, feedback is only useful if you act on it. Close the loop by telling users how their input shaped your product.

"To encourage people to respond to that first email, ask them to share a success story after their first week or two weeks of using your product." - Logan Mallory, VP of Marketing at Motivosity

10. Consistent Messaging Across Platforms

In 2024, SaaS companies are focusing on creating a uniform onboarding experience across all channels. This approach helps build trust, reinforces brand identity, and improves user engagement.

Here's how to make your messaging consistent:

1. Create brand guidelines: Develop a set of rules for your color palette, logos, typography, tone of voice, and copy style. Share these with all teams involved in customer communication.

2. Use a unified communications system: Implement a system that integrates various messaging technologies. This allows for consistent communication via a single interface.

3. Personalize across channels: Tailor your messages based on user actions and preferences, but maintain a consistent core message.

4. Audit regularly: Check your content across different platforms to ensure it aligns with your brand identity and messaging.

5. Train all customer-facing teams: Make sure everyone understands and can communicate your brand's personality and guidelines.

Here's a comparison of different communication channels and their best uses:

Channel	Best Use	Consistency Tip
Email	Detailed information, personalized content	Use templates with consistent branding
SMS	Quick updates, time-sensitive info	Keep messages brief but on-brand
In-app messages	Feature announcements, usage tips	Match UI style to your app design
Social media	Community engagement, quick support	Use consistent hashtags and visual style
Live chat	Real-time support, sales inquiries	Train agents on brand voice and messaging

Remember, consistency doesn't mean sending identical messages across all platforms. It's about maintaining a cohesive brand experience while adapting to each channel's strengths.

"To encourage people to respond to that first email, ask them to share a success story after their first week or two weeks of using your product." - Logan Mallory, VP of Marketing at Motivosity

This advice from Mallory can be applied across channels. For example, you could ask for success stories via email, then highlight them in your app or on social media, creating a consistent narrative of user achievement.

Conclusion

The landscape of SaaS user onboarding emails is evolving rapidly, with companies adopting more sophisticated and user-centric approaches. As we've seen, the key to success lies in creating personalized, action-driven, and consistent email experiences that guide users to their "Aha!" moment.

Looking ahead to 2024, SaaS companies should focus on:

1. Data-driven personalization: Use user behavior and preferences to tailor onboarding emails, increasing relevance and engagement.

2. Automation with a human touch: Implement behavior-triggered emails while maintaining a conversational tone.

3. Cross-channel consistency: Ensure a unified message across all platforms, from emails to in-app notifications.

4. Continuous optimization: Regularly test and refine onboarding sequences based on user feedback and performance metrics.

5. Value-first approach: Prioritize educating users about solving their pain points over immediate sales pitches.

To put these strategies into practice, consider the following table comparing traditional and future-focused onboarding approaches:

Aspect	Traditional Approach	2024 Approach
Email Timing	Fixed schedule	Behavior-triggered
Content	Generic product info	Personalized user guides
Metrics	Open and click rates	User activation and retention
Design	Text-heavy	Interactive and visual
Follow-up	One-size-fits-all	Segmented by user actions

Remember, the goal of onboarding emails is not just to introduce your product but to help users succeed. As Logan Mallory from Motivosity suggests, asking users to share success stories can be a powerful way to engage them and showcase your product's value.

FAQs

How do you write an onboarding email?

Writing an effective onboarding email for SaaS products involves several key steps:

1. Craft a catchy subject line: Your subject line should be clear and engaging. For example, Digital Marketer used "Welcome to Digital Marketer: Here's Where to Start" as an effective subject line.

2. Personalize the greeting: Address the user by name if possible. This personal touch can increase open rates by up to 26%.

3. Restate your value proposition: Remind users why they signed up. Feedly does this well by addressing a common pain point in their welcome email.

4. Outline next steps: Clearly show users what to do next. Wistia's onboarding email focuses on a key feature and encourages immediate action with a "Get started" button.

5. Create an "Aha!" moment: Help users quickly see the value of your product. Buffer's re-engagement email does this by addressing specific actions users haven't taken yet.

6. Provide resources: Include links to helpful guides or FAQs. Podia's trial wrap-up email blends personal touch with valuable resources.

7. Include contact information: Make it easy for users to reach out if they need help.

8. End with a clear call-to-action (CTA): Guide users towards the next step. Emails with a single CTA button have shown to increase clicks by 371%.

Remember, timing is crucial. 74.4% of users expect to receive a welcome email on the same day they sign up. Keep your email concise and focused on helping users get started quickly.

"User onboarding emails are like friendly nudges, encouraging users to dive back in and explore your product rather than leaving it to chance." - Appcues Blog