Getting Started Emails That Actually Get Opened

A getting started email is your best shot at turning a signup into an active user. It arrives when engagement is at its peak - someone just took action, they're paying attention, and they're waiting to hear from you. Yet most getting started emails end up ignored. They sit unopened in crowded inboxes, their generic subject lines blending into the noise. The user moves on, forgets about your product, and eventually churns before ever experiencing its value.

The difference between a getting started email that gets opened and one that doesn't comes down to a handful of decisions: what you say in the subject line, how you structure the content, when you send it, and how personal it feels. Get these right, and you'll see open rates above 60%. Get them wrong, and you'll struggle to crack 30%.

This guide breaks down exactly what makes getting started emails perform. You'll learn specific subject line formulas, the single-CTA principle, personalization strategies that go beyond first names, and how to time your emails for maximum impact.

Getting Started Email Performance Table

Factor	Strong version	Weak version
Subject line	Promises the first useful step	Generic welcome wording
Timing	Sent immediately after signup or verification	Sent hours later in a batch
CTA	One activation action	Multiple competing tasks
Personalization	Uses role, use case, or signup source	First name only
Body length	Short and action-oriented	Long feature overview

Why Most Getting Started Emails Fail

Before fixing the problem, you need to understand what's going wrong. The most common issues with getting started emails fall into predictable categories.

Generic subject lines are the primary killer. "Welcome to ProductName" or "Your account is ready" sound like every other SaaS email in the inbox. There's no hook, no curiosity, no reason to click. These subject lines confirm the signup happened, but they don't promise anything worth reading.

Information overload is the second problem. Many companies try to accomplish too much in one email - introducing the team, listing all features, explaining the company mission, and asking users to complete five different tasks. The result is an overwhelming wall of text that users skim past without taking any action.

Delayed sending is the third issue. Some companies batch their emails or wait for manual review before sending. By the time the getting started email arrives, the user has closed the tab and moved on to other things. The moment of peak engagement has passed.

Lack of personalization makes emails feel like form letters. When an email addresses "Dear User" and makes no reference to what the user signed up for or who they are, it signals that the company doesn't really know or care about them as an individual.

The compounding effect of failure:

A failed getting started email doesn't just mean one missed opportunity. It sets the tone for every email that follows. If the first email from your product is generic and unhelpful, users are primed to ignore the second, third, and fourth emails too. The getting started email trains users on whether your emails are worth reading. Get it right, and you've earned permission to continue communicating. Get it wrong, and you're fighting an uphill battle for attention throughout the rest of your onboarding sequence.

The Anatomy of a High-Performing Getting Started Email

A getting started email that achieves high open rates and drives action follows a specific structure. Every element serves a purpose.

The subject line creates curiosity or promises immediate value. It stands out from other emails in the inbox without being clickbait. It hints at what's inside while leaving enough open to reward the click.

The opening line continues the momentum from the subject. It acknowledges what the user just did (signed up) and immediately transitions to what matters next. No fluff, no pleasantries, just straight to value.

The body is short - under 150 words in most cases. It tells the user exactly what to do next and why it matters. Benefits are specific, not vague. The path forward is clear.

A single, prominent call-to-action drives all attention toward one specific action. No competing links, no secondary options. One button, one goal.

A brief mention of what's coming next sets expectations for future emails. This primes users to open subsequent messages in your onboarding email sequence.

The signature feels personal. It comes from a real person, not "The Team" or "noreply@company.com". It invites replies.

The hidden element: preheader text.

Most email clients show a preview of the email content next to or below the subject line. This is your preheader text, and it's essentially a second subject line. Don't waste it. If your subject line says "Your first step in Product," your preheader should reinforce with something like "It takes about 5 minutes and unlocks [benefit]." Many SaaS companies leave this blank or let it default to "View in browser," which wastes prime real estate.

Subject Line Formulas That Drive Opens

Your subject line determines whether the rest of your carefully crafted email gets seen at all. Here are six formulas that consistently outperform generic alternatives.

The Next Step Formula: "[First Name], here's your first step"

This works because it's specific and action-oriented. It implies there's something concrete to do, not just information to absorb. The personalization with their name makes it feel directed at them specifically.

The Quick Win Formula: "Your 5-minute setup guide"

Time-bound promises reduce friction. Users know exactly how much effort is required. Short time frames (5 minutes, 2 minutes) work better than longer ones because they feel achievable even when busy.

The Benefit Hook Formula: "Start [achieving outcome] today"

Lead with what they'll accomplish, not what they need to do. "Start automating your emails today" is more compelling than "Complete your email setup." The outcome matters more than the task.

The Curiosity Gap Formula: "One thing before you get started"

This creates an open loop that users want to close. What's the one thing? They have to open to find out. Use sparingly because overuse trains users to expect gimmicks.

The Direct and Clear Formula: "Ready to [specific action]?"

Questions engage because they invite a mental response. Framing it as "ready" implies they're prepared and capable. Pair this with a specific action that matches your activation goal.

The Personal Touch Formula: "[First Name], quick question from [Your Name]"

This feels like a personal message, not a marketing email. It stands out in an inbox full of automated communications. The implied conversation creates social pressure to respond.

Test these formulas with your audience using A/B testing for subject lines. What works depends on your product, your users, and your voice. But these patterns provide a starting point that's proven to outperform generic alternatives.

Subject line anti-patterns to avoid:

• "Welcome to [Product]!" - Generic, expected, boring
• "Getting started with [Product]" - Tells you nothing about what's inside
• "Important information about your account" - Sounds like a warning, not an invitation
• "Don't miss this!" - Clickbait that erodes trust
• "[Product] Newsletter #1" - You haven't earned newsletter-level trust yet

The Single-CTA Principle

One of the most common mistakes in getting started emails is asking users to do too many things. "Complete your profile! Connect your integrations! Invite your team! Watch this tutorial!" Each additional ask dilutes attention and reduces the likelihood that users do anything at all.

The single-CTA principle is simple: one email, one action. Decide what the most important next step is for a new user, and make that the only thing you ask them to do.

For most SaaS products, this is the activation action - whatever behavior correlates most strongly with long-term retention. It might be creating a first project, sending a first email, adding a first teammate, or completing a setup wizard. Whatever it is, your getting started email should drive toward that single goal.

Everything in the email supports this CTA. The subject line hints at it. The body explains why it matters. The button makes it easy to do. There's no competition for attention.

If you truly have multiple important actions, sequence them. The getting started email covers step one. Tomorrow's email covers step two. Breaking tasks into separate emails with single CTAs outperforms overwhelming users with a multi-step checklist in a single message. This is the foundation of effective onboarding email sequence design - each email drives one action that builds on the previous one.

How to identify your activation action:

If you're not sure which single action to drive, look at your data:

1. Find users who became long-term, active users (retained 90+ days)
2. Identify what actions they took in their first 24-48 hours
3. Look for the action that most strongly correlates with long-term retention
4. That's your activation action - and the CTA for your getting started email

Common activation actions by product type:

• Project management tools: Create first project or task
• Communication tools: Send first message or invite first teammate
• Analytics tools: Connect first data source
• Email marketing tools: Import first subscribers or send first email
• Developer tools: Complete first API call or integration

Activation CTA Table

Product type	Best first CTA	Why
Email marketing platform	Import subscribers or create first campaign	Moves user toward a sendable workflow
Developer API	Make first successful API call	Proves the integration works
Analytics product	Connect first data source	Turns an empty dashboard into insight
Project management tool	Create first project	Establishes the workspace structure
Team collaboration app	Invite one teammate	Starts the network effect
CRM	Add first contact or deal	Creates the first record users can act on

Personalization Beyond First Name

Using someone's first name in the subject line or greeting is table stakes. It's expected, not impressive. To stand out, you need personalization that demonstrates you actually know something about the user.

Use what you learned during signup. If users selected their role, company size, or use case during registration, reference it. "Since you're building a SaaS product, here's where to start" shows you paid attention to their context.

Reference their company name when appropriate. If you captured company information, using it shows this isn't a mass email. "Getting [Company Name] set up on ProductName" feels customized even though it's automated.

Customize based on signup source. Users who came from a specific blog post, comparison page, or integration partner have different contexts. An email that acknowledges "Since you found us through the Stripe integration page" is more relevant than a generic welcome.

Adjust content for user segment. A developer evaluating your API needs different information than a marketing manager exploring your campaign builder. If you can identify segments at signup, serve different versions of your getting started email to each group.

The deeper the personalization, the higher the engagement. Each additional data point you incorporate makes the email feel less like a broadcast and more like a conversation.

Personalization tiers:

Think of personalization in tiers of effort and impact:

Tier 1 (basic, everyone should do this):

• First name in subject line and greeting
• Product name and account details
• Personal sender name (not "The Team")

Tier 2 (moderate effort, significant impact):

• Role-based content (developer vs. marketer vs. manager)
• Company name reference
• Use case-specific first action

Tier 3 (higher effort, highest impact):

• Signup source acknowledgment
• Industry-specific examples
• Company size-appropriate guidance
• Integration-specific onboarding paths

You don't need to implement all three tiers at once. Start with Tier 1, measure the impact, then add Tier 2 when you're ready to improve further.

Timing: Immediate vs. Delayed

The ideal timing for a getting started email is immediate - within seconds of signup completion. Here's why this matters.

User attention is highest immediately after action. The user just signed up. They're still on your site, or at least still thinking about your product. They're expecting to hear from you. An email that arrives in this window feels like a natural continuation of the experience.

Immediate emails have the highest open rates. Industry data consistently shows that transactional and triggered emails sent within minutes of user action achieve 50-80% open rates. The same email sent an hour later might only see 30-40% opens. The content is identical, but the timing changes everything.

Delayed sends lose the moment. When your email arrives an hour or a day after signup, the user has mentally moved on. They've checked other emails, started other tasks, possibly even forgotten they signed up. You're no longer catching their attention; you're competing for it.

The only exception is email verification. If your signup flow requires users to verify their email address, send the verification email immediately and the getting started email after verification. Sending both at once is confusing, and sending the getting started email to unverified addresses wastes effort on users who may have provided invalid emails.

For comprehensive guidance on verification flows, see our guide on setting up welcome emails.

The timing cascade:

Here's the ideal timing for your first few emails:

• 0 minutes: Getting started email (this article)
• 24 hours: First follow-up if user hasn't completed activation action
• 48 hours: Second follow-up with different angle (social proof, use case)
• 72 hours: Progress check if user has started but not completed activation
• Day 5-7: Feature adoption email for users who completed activation
• Day 7-10: Case study email for users still in trial

This cascade maintains momentum without overwhelming. Each email serves a distinct purpose and respects the user's current state.

Getting Started Timing Table

Timing	Email	Goal
0 minutes	Getting started	Drive the first activation action
24 hours	Follow-up for non-activated users	Remove the biggest setup blocker
48 hours	Second angle	Use proof, example, or easier path
72 hours	Progress check	Help partial completers finish
Day 5-7	Feature adoption	Expand activated users into next workflow
Day 7-10	Case study	Give trial users proof before conversion ask

A/B Testing Your Getting Started Email

Even with best practices, you won't know what works for your specific audience until you test. Getting started emails are excellent candidates for A/B testing because they have high volume (every new signup gets one) and a clear success metric (open rate, followed by activation rate).

Start by testing subject lines. Create two versions that use different formulas - maybe a benefit hook versus a curiosity gap. Run the test on 30% of your signups, wait for statistical significance, and send the winner to everyone else.

Then test email length. Try a 100-word version against a 200-word version. Some audiences prefer brevity; others want more context before clicking. Let the data decide.

Test different CTAs. "Start Your Free Trial" versus "Create Your First Project" versus "Complete Setup Now." The specific wording affects click rates more than you might expect.

Test sender name. "Sarah from ProductName" versus just "ProductName" versus "The ProductName Team." Personal names often win, but not always.

For a complete framework on testing email subject lines, see our guide on A/B testing subject lines. Apply the same principles to your getting started email tests.

What to test and in what order:

Prioritize tests by potential impact:

1. Subject line (highest impact on opens): Test 2-3 formulas from this article
2. Sender name (high impact on opens): Person vs. company vs. role
3. CTA text (high impact on clicks): Action-specific vs. generic
4. Email length (moderate impact): Short (80 words) vs. medium (150 words)
5. Personalization depth (moderate impact): Name only vs. role-based content
6. Visual format (lower impact): Plain text vs. minimal HTML vs. designed template

Run each test for at least 500 signups per variant. Anything less risks statistical noise leading you to the wrong conclusion.

Getting Started Email Templates

Here's a template that incorporates all the principles covered above. Adapt it for your product, but maintain the structure.

Template 1: The Direct Approach

Subject: [First Name], your first step in [Product]

Body:

Hey [First Name],

You're all set. Your [Product] account is ready to go.

The first thing I'd recommend is [specific activation action]. It takes about [time estimate] and immediately unlocks [specific benefit].

[Button: Get Started Now]

That's the single most important thing right now. Once you've done that, I'll send you a quick email tomorrow with the next step.

Questions? Just reply to this email. I read every response.

[Your Name] [Title] at [Product]

Why this works:

• Subject line uses personalization and promises a specific next step
• Opening confirms the signup without wasting words
• Body is under 80 words
• Single CTA with specific action and benefit
• Sets expectation for future emails
• Personal signature invites replies
• Total reading time: under 30 seconds

Template 2: The Role-Based Approach

Subject: [First Name], quick setup for [their role/use case]

Body:

Hey [First Name],

Since you're [role or use case they selected], here's the fastest path to getting value from [Product]:

[Specific first action tailored to their role]. This is how most [role type]s get started, and it takes about [time estimate].

[Button: [Role-Specific Action]]

After that, you'll be ready to [specific next outcome relevant to their role].

Reply any time if you have questions - happy to help.

[Your Name] [Title] at [Product]

Why this works:

• Subject line signals personalization beyond just a name
• References their role immediately, proving the email isn't generic
• Provides a role-specific first action
• Still maintains single CTA
• Feels like guidance from someone who understands their situation

Template 3: The Social Proof Approach

Subject: How [X] teams get started with [Product]

Body:

Hey [First Name],

Welcome aboard. Teams like [Company similar to theirs] typically start by [specific activation action]. It takes about [time] and [specific benefit].

[Button: Get Started Now]

After that, most teams [next milestone they achieve within first week]. I'll share some tips on that tomorrow.

Any questions, just reply.

[Your Name] [Title] at [Product]

Why this works:

• Uses peer behavior as motivation ("teams like yours")
• Creates a roadmap (do this now, achieve that next)
• Social proof reduces uncertainty about the right path
• Still maintains single CTA principle

Measuring Success

Track these metrics for your getting started emails:

Open rate should be above 50%, ideally above 60%. If you're below 40%, your subject line isn't working. Test alternatives.

Click rate should be above 15%, ideally above 25%. If users open but don't click, your CTA isn't compelling enough or the ask is too big.

Activation rate is the metric that matters most. What percentage of users who open your getting started email complete your activation milestone within 48 hours? Compare this to users who didn't open. The delta shows your email's true impact.

Reply rate indicates engagement quality. Even a 2-3% reply rate means users see you as approachable. These replies are valuable feedback about what's working and what's confusing.

Benchmarking against your peers:

Your getting started email metrics should be the strongest of any email in your program. If they're not, something is fundamentally wrong. For context on how these metrics compare to other email types, our SaaS email marketing benchmarks guide provides reference points across the full email lifecycle.

Typical performance ranges for well-optimized getting started emails:

• Open rate: 60-80% (some achieve 85%+)
• Click rate: 20-35%
• Activation rate (among openers): 30-50%
• Reply rate: 3-8%

If your numbers are significantly below these ranges, revisit the fundamentals: subject line, timing, personalization, and single-CTA principle.

Common Mistakes and How to Fix Them

Mistake: Sending from "noreply@yourcompany.com" Fix: Use a real person's email. "sarah@yourcompany.com" with the sender name "Sarah from [Product]." This single change can lift open rates by 10-20%.

Mistake: Including an unsubscribe link prominently Fix: Include it (you must for compliance) but don't make it a focal point. In a getting started email, the user literally just signed up. An unsubscribe link feels like you're expecting them to leave.

Mistake: Linking to your homepage instead of the activation action Fix: The CTA button should deep-link directly to the page where the user takes their first action. Don't make them navigate. Every extra click is a drop-off point.

Mistake: Showing the full product tour in the email Fix: Save comprehensive product tours for product tour email sequences. The getting started email has one job: get them to take one action.

Mistake: Not having a fallback for users who don't open Fix: Build a re-send strategy. If the getting started email isn't opened within 24 hours, send a follow-up with a different subject line. A simple "Did you get a chance to set up [Product]?" can recover 15-25% of non-openers.

Next Steps

Your getting started email is just the first touchpoint in the user journey. It sets the tone for everything that follows - the rest of your onboarding sequence, your ongoing communication, and ultimately your relationship with the customer.

Once your getting started email is performing well, extend the momentum with a full onboarding sequence. See our guide on creating a SaaS onboarding email sequence for the complete framework.

For a broader view of how this first email fits into your overall SaaS lifecycle email strategy, understanding the full journey from signup through retention helps you design each email with the next one in mind.

The goal isn't just getting emails opened. It's turning signups into active users who experience your product's value. A high-performing getting started email is the first step toward that outcome.

Frequently Asked Questions

What's a good open rate for a getting started email?

60-80% is a strong benchmark. Getting started emails naturally have higher open rates than other email types because users are expecting them right after signup. If you're below 50%, your subject line or send timing likely needs work.

Should the getting started email come from a person or a company name?

From a real person, ideally the founder or a team member. Emails from "Sarah at Acme" consistently outperform "Acme Team" or "noreply@acme.com" in open rates. Use a real reply-to address so users can actually respond.

How long should a getting started email be?

Under 150 words. Users just signed up and want to get into your product, not read an essay. One clear action, a brief explanation of why it matters, and a button to do it. Every extra paragraph reduces the chance they'll take action.

When exactly should the getting started email be sent?

Within 1-2 minutes of signup. The user is at peak motivation and likely still has your product open in their browser. Delaying even 30 minutes drops engagement significantly because they've moved on to something else.

Should I include multiple CTAs in a getting started email?

No. One primary action only. Multiple CTAs split attention and reduce the likelihood of any action being taken. If you have three things the user should do, put the most important one in the getting started email and save the others for follow-up emails.

What's the best subject line format for getting started emails?

Direct and action-oriented works best. "Your first step in [Product]" or "Quick setup: [specific action]" outperforms generic lines like "Welcome to [Product]!" The subject line should preview the specific action you want them to take.

Should I personalize the getting started email?

Yes, but meaningfully. Using the person's name in the subject line helps open rates. More importantly, personalize the content based on what you know - if they selected a use case during signup, tailor the first action to that use case. Generic personalization (just a name) has diminishing returns.

What if users don't open the getting started email?

Send one re-engagement email 24 hours later with a different subject line. If they still don't open, let the rest of your onboarding sequence do its job. Don't send three versions of the same getting started email - it looks desperate.

Should I include a video in the getting started email?

Only if the video is under 90 seconds and directly shows the one action you want them to take. Use an animated thumbnail (GIF) that links to the video rather than embedding it. Most email clients don't support embedded video playback.

How do I A/B test getting started emails effectively?

Test one element at a time: subject line first (biggest impact on opens), then CTA text (impact on clicks), then email length. Run each test for at least 500 signups before drawing conclusions. Small sample sizes lead to misleading results.

How does the getting started email relate to the rest of my onboarding emails?

The getting started email is email #1 in your onboarding sequence. It drives the activation action. Subsequent emails build on that foundation - email #2 might introduce a second feature, email #3 might share a case study. Each email should reference and build on the previous one. For examples of how these sequences flow, check our onboarding email sequence examples.

Should my getting started email look designed or plain text?

For most SaaS products, a lightly designed email works best - simple layout with one branded header, clean typography, and a clear button. Avoid heavy HTML templates with multiple images. The email should feel personal, not like a marketing brochure. When in doubt, lean toward plainer. You can always add design elements later if testing shows they improve performance.