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How To Create Onboarding Emails That Actually Work

Marketers get one chance to make a great, long-lasting impression. They have a narrow window to capture the attention of prospective buyers, making the onboarding email campaign one of the most important and effective tools in user engagement strategy.

Onboarding emails are strong engagement assets that every marketer should utilize. To automate them, you can use services like Mailchimp or various Mailchimp alternatives. However, you need to know how to create effective onboarding emails before that. Read this article to find out how.

What Are Onboarding Emails?

An onboarding email is a message sent to users after signing up for the brand’s subscription. Brands send out onboarding emails to guide and educate the customers about their product, service, or brand.

With effective and strategic onboarding, a brand can get a higher retention rate, better revenue, engagement, and up to a 500% increase in CLV (customer life value).

6 Steps To Creating The Perfect Onboarding Email:

Getting online attention is no easy feat. Businesses are constantly on the hunt to convert leads into customers, and an engaging, well-planned onboarding email can be the key to achieving this. Here are six steps for creating onboarding emails that will convert visitors into paying customers:

1- Begin With A Confirmation Email:

The first and most crucial step is to ensure your subscribers are real people with legitimate information. The easiest and quickest way to find out is by sending a short confirmation message to confirm the user’s email.

It’s a mandatory step that most subscribers complete immediately, but some may miss the message or forget to approve. To ensure they confirm, it’s best to send a follow-up email as a soft reminder to those who’ve ignored or forgotten about the signup process.

In addition to this, keep in mind that confirmation emails don’t have to be lengthy or fancy. But, they do need to have a clear call-to-action that helps the audience confirm their email address.

2- Send Out An Impressive Welcome Email:

As the old saying goes — the first impression is the last. A welcome email is, without any doubt, the most essential and effective part of the onboarding sequence as it sets the tone for the entire process. Once your subscribers have validated their email, it’s time to set the foundation for an onboarding email.

A welcome email should be compelling enough to encourage and convince new subscribers to reach out to you.

Your welcome email should include a brief introduction about the brand, its missions, values, products, and services.

3- Segment Users Based On Engagement Levels:

One of the problematic tasks every marketer finds when having subscribers is dealing with different user engagement levels. Some users will rush to your site within seconds; others will purchase but stay inactive, while some will subscribe but never interact. To resolve this, a brand needs to develop different sequence levels for active and passive users.

Sectioning your users based on action can make your email marketing efforts more effective as you will know which emails should be sent to which audience.

4- Utilize Personalization:

Personalization can help drive higher open and click-through rates for email conversion and engagement.

Incorporating some personalization techniques can help. For instance, your onboarding email needs to address new subscribers’ names to make them feel more connected and personal.

5- Focus On Benefits, Not Features:

If you’re looking to reinforce your brand’s value, highlighting what users can gain from your app, product, or service is a powerful and engaging way to get them on board.

6- Center Email Content Around Your Call-To-Action:

Setting goals and objectives for each onboarding email can help a brand achieve better click-through rates. However, if you don’t have a proper and clear call-to-action, new subscribers will just pass through your emails without knowing what you have to offer.

Adding CTAs can capture subscribers’ attention and convince them to take action. Using effective and simple words with creative visuals are the ingredients needed to create a perfect CTA.


Executing an onboarding email is a crucial part of subscription marketing. Moreover, by setting clear interaction goals, sending personalized onboarding emails, and driving users towards the value of your brand, you’ll begin to see a positive difference that successful onboarding can make.

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