Here's a stat that should worry every SaaS founder: the average user engages with about 20% of the features in any given product. That means 80% of what you built is invisible to most of your customers.
That's not just wasted development effort. It's a retention problem. Users who only use a sliver of your product have shallow engagement. They're easy to replace, easy to forget about, and easy to cancel. But a user who's built workflows across multiple features? That user is sticky.
Email is the best tool for closing this adoption gap because it reaches users outside of your product, at moments when they might not be thinking about what else your tool can do.
The Adoption Gap Analysis
Before sending adoption emails, figure out where your gaps actually are.
Step 1: Map Your Feature Landscape
List every major feature in your product. For each one, calculate:
- Adoption rate: What % of active users have used it at least once?
- Retention correlation: Do users who use this feature retain better?
- Usage frequency: How often do adopters use it?
Step 2: Find the High-Value, Low-Adoption Features
Sort your features by the gap between retention impact and adoption rate. Features with high retention correlation but low adoption are your biggest opportunities.
For example: if users who set up automated sequences retain at 92% while those who only send campaigns retain at 71%, but only 25% of users have tried sequences, that's a massive adoption gap worth closing.
Step 3: Map Adoption Paths
Not every feature makes sense for every user. Map logical progressions:
- Users who send campaigns should learn about A/B testing
- Users who manage subscribers should learn about segmentation
- Users who track analytics should learn about automated reports
These natural progressions become your adoption email triggers.
The Feature Discovery Email Framework
The Contextual Introduction
Trigger: User repeatedly does something manually that a feature could automate
Subject: "There's a faster way to do that"
"I noticed you've been [manual action] pretty regularly. Did you know [product] can do that automatically? [Feature name] lets you [specific automation]. Takes about 3 minutes to set up: [direct link to feature]."
This is the highest-converting adoption email because it solves a real problem the user is currently experiencing.
The Social Proof Introduction
Trigger: User has been active for 30+ days but hasn't used a key feature
Subject: "What our most successful users do differently"
"We looked at what separates our top users from everyone else. The biggest difference? [Feature name]. Users who use [feature] see [specific metric improvement]. You're already doing [related activity], so [feature] would be a natural next step. Here's a 2-minute guide: [link]."
The Achievement-Triggered Introduction
Trigger: User hits a milestone with one feature
Subject: "Ready for the next level?"
"You just [milestone with Feature A]. Nice. Most users at this point start using [Feature B] to [specific benefit]. It builds on what you're already doing. Quick setup guide: [link]."
This feels like a natural progression, not a random suggestion.
The "Did You Know" Series
A periodic (monthly or bi-weekly) email highlighting one underused feature. Not a blast to everyone. Targeted to users who would benefit based on their usage.
Subject: "Quick tip: [feature name]"
"Most [product] users don't know about [feature]. It [what it does] and works great when you're [specific use case the user is likely doing]. Takes 2 minutes to try: [link]."
Keep these short. One feature, one paragraph, one link.
Progressive Adoption Sequences
Instead of random feature emails, build a logical progression:
Level 1 (Week 2-4): Core features they need immediately Level 2 (Month 2-3): Productivity features that save time Level 3 (Month 3-6): Advanced features that unlock new capabilities Level 4 (Month 6+): Power user features and integrations
Each level only activates when the user has adopted the previous level's features. A user who hasn't mastered the basics doesn't need to hear about advanced features.
This progressive approach respects the user's learning pace and ensures each email is relevant to where they actually are.
Adoption Anti-Patterns
Feature dumping. Listing 10 features in one email overwhelms people. One feature per email. Always.
Promoting features that don't match usage. If a user only sends campaigns, don't email them about your API. Match feature suggestions to actual behavior.
No clear path to try it. Every adoption email should link directly to the feature, not to a docs page, not to your homepage. Reduce clicks to zero if possible.
Ignoring the "why." "We have a segmentation feature!" So what? "Send the right message to the right users and double your click rates with segmentation" tells me why I should care.
Same email to everyone. A power user and a casual user need different adoption paths. Segment aggressively.
Measuring Adoption Email Impact
Track these per feature promotion:
- Adoption rate: % of email recipients who try the feature within 7 days
- Sustained usage: Of those who tried it, what % are still using it 30 days later?
- Retention impact: Did adopters retain better than non-adopters in the same cohort?
- Time to adopt: How long after the email did they first use the feature?
Sustained usage matters more than first try. If 50% of users click through but only 5% are still using the feature a month later, the feature might not actually be valuable, or the email set wrong expectations.
Start Here
- Today: Run the adoption gap analysis. Find your top 3 high-retention, low-adoption features.
- This week: Create one contextual introduction email for your #1 adoption gap feature. Set up a behavioral trigger.
- This month: Build a 3-email progressive adoption sequence for your top feature gap.
With Sequenzy, you can fire product events and trigger adoption emails based on exactly what users are doing (or not doing). Combine event triggers with subscriber attributes to target the right feature to the right user at the right time. The key insight is that adoption isn't about awareness. It's about relevance and timing. Show the right feature to the right user at the moment they need it, and adoption takes care of itself.