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Campaign Types

Account Activation Email

Emails designed to get new signups to complete setup and take their first meaningful action in your product.

Definition

Account activation emails guide new signups from registration to their first valuable action in your product. They prompt users to complete profile setup, verify their email, configure key settings, or take the initial step that unlocks product value. These emails bridge the gap between signing up and becoming an active user.

Why It Matters

Most SaaS signups never become active users. They register, maybe look around briefly, and disappear. Account activation emails fight this by re-engaging users before they forget about you. Every email that helps a user complete setup increases your activation rate, which directly impacts retention and revenue.

How It Works

Track which setup steps new users have completed. Send targeted emails prompting them to finish incomplete steps. Start with the most critical activation actions first. Use a combination of reminders, tips, and success stories to motivate completion. Stop the sequence once the user activates.

Best Practices

  • 1Start the sequence within hours of signup, not days
  • 2Focus each email on one specific action
  • 3Explain why each step matters to them, not just what to do
  • 4Use progress indicators to show how close they are to being set up
  • 5Personalize based on which steps they have already completed
  • 6Include direct deep links to the exact place they need to go
  • 7Track which emails actually move users to completion

Behavior-Based Onboarding

Build activation sequences that adapt based on user progress. Sequenzy tracks which steps users complete and sends the right nudge at the right time.

Learn More

Frequently Asked Questions

The first email should arrive within 1-2 hours of signup. Users have the highest engagement immediately after registering. Waiting 24 hours means competing with every other email in their inbox and hoping they remember you exist.

For most products, 3-5 emails over the first week is reasonable. Each email should focus on a specific incomplete step. Stop the sequence when the user activates or after about 2 weeks if they do not engage at all.

Onboarding is the broader category covering all emails to new users. Activation emails specifically focus on getting users to complete the key actions that predict long-term success. An onboarding sequence might include activation emails plus feature education, tips, and success stories.