22 User Onboarding Emails to Improve Customer Relationships

User onboarding emails are a crucial part of the onboarding process.

They help you communicate with users, explain features and updates in detail, and increase overall in-app engagement.

This blog post shows you onboarding email examples to inspire you. In addition, you’ll learn the best practices to follow and ensure a successful onboarding process.

What is a user onboarding email?

Onboarding emails are a series of targeted and structured email communications sent to welcome, guide, and educate users.

When it comes to these emails, most people only think about new customers, but that’s not the full picture. User onboarding is a continuous process, and onboarding emails can be used for different occasions at different points in the customer journey. For example, you can send onboarding emails to introduce new features to your existing user base, re-engage inactive customers, drive free trial to premium upgrades, etc.

Why are user onboarding emails important?

A user onboarding email makes a crucial first impression, setting the stage for a long-term relationship with your product or service.

Well implemented, onboarding emails help to:

Educate new users with an onboarding campaign

Anyone who creates in-app flows will understand the struggles of trying to avoid friction. Misplacing a modal or adding a video where you shouldn’t could result in friction and reduce onboarding completion rates.

This is where email marketing shines. Onboarding emails give you the flexibility to be detailed with your email copy and add content formats like videos, case studies, and use guides. This helps cater to different customer segments, enhancing their understanding and appreciation of the product or service.

Create a better customer experience through an email onboarding sequence

A well-crafted email onboarding sequence complements other channels to create a cohesive user journey.

For example, you can trigger a welcome email to set the tone and redirect users to explore your key features in-app. When they open the app, they’ll meet your in-app messaging and onboarding flow showing them how to derive value.

Once they’re done with the in-app flows, you trigger an email sequence that delves into the advanced tips and tricks of using specific features plus personalized resources based on user behavior.

This omnichannel approach will significantly enhance your overall product experience, making it more intuitive and rewarding for users.

Improve customer retention

This benefit is a consequence of what we’ve discussed so far.

A well-executed user onboarding process, including informative and supportive emails, helps to keep users glued to your product or service.

You know how new users can be so busy they forget to use your tool for days (chances are they signed up for many similar tools). However, personalized and valuable onboarding emails will ensure your product remains top of mind, leading to higher customer retention rates.

What does an effective user onboarding email contain?

While you’re free to add any information to your emails, here are some must-haves:

• Catchy subject line: The subject line is the first thing a user sees. Make it intriguing and relevant, but avoid click baits. For example, “You’re missing out if you don’t open this!” Is unprofessional for an onboarding email. Plus, it uses the fear of missing out (FOMO), which can be seen as manipulative. A better alternative will be something like: “Get started with the tools you need to reach your goals faster.”
• Clear call to action (CTA): Your emails should never end without telling users exactly what to do next. Increase your click-through rate by having bold CTAs with texts like, “Take the tour,” “Set your profile,” “Start your first project,” or anything relevant to the email you sent.
• Additional value that mirrors your value proposition: Your email is an opportunity to reinforce the promises you made in your marketing or during the signup process. So, part of the content you should include is extra details on how your key features translate into tangible benefits for the user. You can also provide valuable resources like blog posts, case studies, or webinars that showcase the benefits of using your tool.
• Contact details: Providing contact information (like customer support email, live chat, or phone number) builds trust and offers a direct line of support to the user. This is crucial for addressing any issues or questions new users might have, enhancing their experience and satisfaction.

Best onboarding email examples from famous brands

Now we get to the meat of things. This section shows you onboarding email examples and key takeaways you can copy.

#1: Account setup email from Helium 10

This email from Helium 10 is an excellent example of an effective initial communication with a new user.

It outlines two clear action items for the recipient to complete: downloading a Chrome extension and watching a training video. These steps are crucial for users to start utilizing the product.

Notice how the email doesn’t just tell users what to do and assume they understood the value of the feature. Instead, it briefly sells users on the benefit of taking action.

Ending the email by telling users to expect further communication in a few days will improve email open rates because users will be on the lookout.

Why is this a good onboarding email?

• Personalized approach
• A clear understanding of what the email wants from you
• A clear path of next steps
• Explains what to expect in the coming days

#2: Warm welcome email example from Headspace

The sunny and inviting design in this welcome email sells the brand and its key benefit of helping customers relax.

The bright yellow and orange tones used are often associated with warmth, happiness, and optimism. These colors can evoke feelings of cheerfulness and energy, which align well with the brand’s focus on improving mental well-being.

There’s a big lesson here: where possible, use the right color combinations to communicate psychologically and let users know they can trust you to deliver what your brand stands for.

Why is this a good onboarding email?

• Warm welcome message
• Explains the value proposition
• Clear call to action
• Provides additional value

#3: Social proof email example from Loom

Loom’s example below is a great way to use social proof in emails. Notice how the email provides a roundup of engaging content and social proof to captivate the user.

It highlights the co-founders’ features in prominent media and invites the user to learn more through various channels.

Adding a review from an actual user not only provides validation from a peer but also underscores the brand’s commitment to user satisfaction and continual improvement.

Why is this a good onboarding email?

• Drives authority and credibility
• Provides multiple ways to engage with the brand
• The content is user focused and has a good visual hierarchy

#4: Onboarding email sequence example from Notion

The email sequence begins with an engaging paragraph and introduces users to Notion’s new release.

When you need people to take action, it’s important you clearly explain the benefits, and that’s exactly what Notion did with this email.

After a user signs up for the waitlist, they get a confirmation email. The content details their position on the waitlist, how to move higher, and a link to track the position. There’s gamification at work here. It will motivate users to refer others so they can enjoy the feature quickly.

Once it’s time to enjoy the feature, users receive another email with a clear description of how to engage.

Why is this a good onboarding email?

• Personalized greetings
• Clear and concise instructions
• Education resource for additional guide

#5: Personalized onboarding email campaign example from Bonjoro

What makes this email stand out is its personalized video message.

You won’t find many SaaS brands doing this, so it’s something unique. Plus, a short video gives you room to quickly explain stuff while building a connection with the user.

Keep in mind that Bonjoro is a video messaging platform, so it makes sense that they use videos in their user onboarding emails. Don’t jump on the bandwagon if video onboarding doesn’t fit your brand and audience.

Why is this a good onboarding email?

• Personalization
• Simulates a face-to-face interaction
• Includes an actionable CTA

#6: Customer onboarding email example from Asana

This onboarding email from Asana is designed to highlight the benefits of using the platform and encourage immediate engagement by asking users to “create a task.”

The content presents a clear value proposition and how Asana’s features make work life more efficient.

Why is this a good onboarding email?

• Celebratory imagery and language conveying excitement about the user joining Asana
• Provides clear benefits of using the tool
• Includes instructional guidance on how Asana works

#7: Gamified onboarding email example from Miro

Miro’s onboarding email is personalized, simple, and direct to the point.

Beginning with a bold welcome message was a good way to capture the user’s attention before emphasizing Miro’s benefits.

Also, notice the bold CTA, placed in a way no reader can miss.

Why is this a good onboarding email?

• Concise value proposition
• Visual demonstration of the tool’s capability
• Clear call to action

#8: Video onboarding email example from Invision

The email from InVision employs a clean and straightforward design to invite new customers to watch a series of quick tutorial videos.

It’s focused on getting users started with InVision’s prototyping and collaboration features.

Why is this a good onboarding email?

• Education content in short, actionable videos
• Alleviates concerns about the learning curve by emphasizing that the platform is “quick, easy, and intuitive.”
• The play button on the video thumbnail provides a visual cue of what action users should take

#9: Onboarding checklist email example from Trello

Taking a checklist approach was a good way to provide information in a way that’s clear and actionable.

The user can take immediate action and return to see how many steps are left in the onboarding process.

Notice how the email subtly encourages users to upgrade and also links to the blog where users can learn how to increase productivity.

Why is this a good onboarding email?

• Action-oriented checklist to guide user action
• Each step invites the user to explore different functionalities of Trello, ensuring they understand the breadth of the tool’s capabilities
• The straightforward email design makes it easy to read and follow

#10: Product Hunt launch email example from Deel

This is a good example of user onboarding emails triggered later in the user journey.

The email below was sent to an existing user. It explains updates that Deel made to the platform and then invites the user to check the updates. Asking the user for an upvote on Product Hunt was a good strategy to increase the product’s performance on PH and get more people engaged.

Why is this a good onboarding email?

• Clear list of updates
• Visual preview of the interface to drive curiosity
• It invites users to share their thoughts on the update, opening a channel for communication
• The email has a clear CTA

#11: Webinar invite email example from Userpilot

If you’re looking for an example of an omnichannel onboarding experience, here’s one.

This email from Userpilot announces a new dimension to the Product Adoption School and invites the user to an exclusive panel discussion (on a different channel). It leverages personal touch and the promise of exclusive content to engage users.

Why is this a good onboarding email?

• It informs the user about the new AI upgrade, which is relevant and potentially exciting for them.
• The email provides expert appeal by mentioning who the speakers are
• Actionable CTA (“Register Here”)
• Secondary CTA inviting users to book a call and have their questions answered

#12: Customer support email example from Zapier

This email demonstrates a high level of personalization and proactive customer support.

By seeing the content was tailored to their needs and current situation, the user is more motivated to engage.

Why is this a good onboarding email?

• CEO involvement, making the message feel more significant
• Helpful guidance
• Additional support—help docs and an invitation to reply to the email
• The email closes with a friendly brand reminder, “Zapier makes you happier :),” which reinforces brand identity and approachability

#13: User milestones celebration email example from Ascend

As users begin to use your tool, it’s essential that you monitor their interaction and spot ways to boost engagement.

This email is an example of that. Ascend congratulates the user for sending their first email campaign and suggests ideas for future campaigns. The user will feel valued and motivated to continue exploring.

Why is this a good onboarding email?

• Clear congratulations
• The email includes educational content—different types of effective emails, providing users with ideas that can inspire them to create more campaigns
• Action-oriented CTA

#14: Community building email example from Adalo

This onboarding email from Adalo App Academy welcomes new users and sets the tone for a supportive learning environment.

It emphasizes the platform’s goal of empowering users to bring their ideas to life and highlights the free resources available, making the onboarding process both educational and engaging.

Why is this a good onboarding email?

• Warm, enthusiastic welcome
• The email points out the free resources available for further guidance
• The closing remark, “We can’t wait to see what you accomplish,” is motivational, urging users to engage and share their progress

#15: Feedback collection email example from Thumbtack

This feedback request email from Thumbtack is a great example of a simple yet effective approach to gathering user experience data post-service use.

Addressing the user by name and inviting them to complete a quick survey positions the user’s feedback as a valuable contribution to the platform’s improvement.

Why is this a good onboarding email?

• Brevity and clarity
• Time respect (emphasizing it’s a “30-second survey”)
• Clean design and clear CTA

#16: Customer loyalty email example from Simply Be

This promotional email from Simply Be offers an exclusive voucher to the recipient as a loyalty reward for shopping with them previously.

It’s designed to incentivize repeat purchases by providing a substantial discount on the next order when a certain amount is spent. The email shows users that the brand keeps to its word and can be trusted.

Why is this a good onboarding email?

• Strong visual design that grabs attention and clearly communicates value
• Clear offer details
• Direct CTA (The “Shop now” button)

#17: Product launch email example from Figjam

The email below was sent when Figma launched Figjam in April 2021 as a way for teams to brainstorm, ideate, and work together in real-time.

The email’s design showcases the product’s functionality and invites recipients to “start jamming” by engaging with the tool. It effectively communicates the ease of use and the playful yet productive nature of the platform.

Why is this a good onboarding email?

• The subject line makes readers want to click
• It visually demonstrates the product’s features
• The use of action-oriented language like “start jamming” makes the call to action engaging and less formal
• The email displays Figjam’s use cases, prompting users to imagine how it can improve their workflow

#18: Upselling email example from Asana

Asana triggered the email below to convert free users to paying customers.

The email highlights the additional powerful features available with the premium plan and offers a 30-day free trial to entice the user to upgrade.

Why is this a good onboarding email?

• Affirming that the user is powerful and productive was a strategic way to align the user’s self-perception with the benefits of the premium service
• It provides a clear picture of what users will gain by upgrading
• Statistical evidence to encourage action (“teams are 45% more efficient with premium”)

#19: Product update email example from Loom

Loom sent the email below when it redesigned its desktop recorder.

The email emphasized improvements in speed, reliability, and ease of use. It also provides a visual preview of the UI to encourage users to try it.

Why is this a good onboarding email?

• Catchy subject line
• Clear announcement header
• The email is benefit-focused
• It provides a visual preview of the new update

#20: Re-engagement email example from Skillshare

This email from Skillshare is crafted to attract previous premium users back to their service.

It highlights an exclusive, limited-time offer and outlines new features and content that have been added since the user’s last visit.

Why is this a good onboarding email?

• The “We’ve Missed You!” message personalizes the outreach, attempting to reconnect with the user on an emotional level
• Special re-engagement offer to motivate users
• It showcases feature updates to show users what they’ve missed

#21: Year wrap-up email example from Loom

A year wrap-up is a smart way to demonstrate the value your brand brand has provided users over time. By seeing the figures, users will remember the ROI of using your tool and hopefully make plans to double efforts in the coming year.

This example from Loom is personalized and shows key stats like time saved and connections made.

Why is this a good onboarding email?

• Personalized statistics
• It uses graphical elements and color gradients to make the email visually appealing and easy to scan
• Highlighting the “Most engaged Loom in your workspace” provides social proof, subtly encouraging the user to increase their usage

Best practices when creating an onboarding email

Now that you’ve seen examples, it’s time to start practicing what you’ve learned. Follow these best practices to create effective user onboarding emails.

Personalize your customer onboarding process

Personalization goes beyond addressing the customer by their first name. Ensure your emails and onboarding flow are tailored to user behavior, interests, and needs.

Two primary ways to make this happen:

• Collect user data upfront using welcome surveys
• Use in-app analytics platforms like setup to track behavior and segment users accordingly

Send automated onboarding emails

Create an omnichannel customer journey and send automated emails according to the user’s in-app activities.

Userpilot-Hubspot integration helps you achieve this easily. You can set user actions within your platform (tracked by Userpilot) to trigger automated, personalized follow-ups in HubSpot.

For example, if a user completes an onboarding milestone, this set-up can immediately trigger a congratulatory email or offer further assistance. This will boost the customer experience and motivate users to engage more.

Adapt user onboarding email templates to specific needs

It’s okay to use templates; just ensure you’re not being generic.

Every email you put out should reflect your understanding of what the user is trying to achieve with your product and help them reach those goals effectively.

A/B test onboarding emails for maximum impact

A/B testing helps you see what works for your audience so you can adapt your strategy accordingly.

You can test subject lines, copy length, visuals, onboarding email schedule, and the like. If you’re unsure of two opposite strategies, simply test them and analyze the results. Stick to what works and ditch or refine the hypotheses that don’t.

Conclusion

Data driven email marketing will improve your results because everything you send will be timely and contextual.

Userpilot can help with that. Using our tool, you can:

• Collect customer data with welcome surveys
• Track in-app user behavior and trigger emails accordingly
• Create omnichannel onboarding experiences
• A/B test your onboarding flows

Ready to make the most of user onboarding emails? Book a demo now to discuss your needs.