Customer Onboarding Templates

Onboarding Emails That Turn Signups Into Customers

The first 7 days after signup determine whether a user becomes a customer or churns. Get them right with these proven templates.

First impressions matter. The emails you send in the first week after signup can make or break your customer relationship.

Great onboarding emails guide users to their first "aha moment" - the point where they truly understand your product's value. Research shows that users who reach this moment in the first week are 3x more likely to become paying customers.

Below are 5 essential onboarding email templates that top SaaS companies use to welcome users, guide them to quick wins, and convert trial users into paying customers.

Ready-to-Use Templates

Copy these templates and customize them for your needs. Each includes HTML and plain text versions.

The Welcome Email
First email after signup or purchase
Immediately after signup or purchase
Subject:Welcome to {{productName}}! Let's get you started
Preview:Your account is ready - here's what to do first...
Personalization Variables:
{{firstName}}
{{productName}}
{{communityDescription}}
{{firstStep}}
{{secondStep}}
{{thirdStep}}
{{dashboardLink}}
{{founderName}}
Email Preview
Welcome to {{productName}}!

{{productName}}

Hi {{firstName}},

Welcome aboard! I'm thrilled to have you join {{productName}}. You're now part of a community of {{communityDescription}}.

To help you get the most out of {{productName}}, here's what I recommend doing first:

Step 1: {{firstStep}}
Step 2: {{secondStep}}
Step 3: {{thirdStep}}

If you get stuck at any point, just reply to this email - I personally read and respond to every message.

Get started now

Best,
{{founderName}}
Founder, {{productName}}

{{productName}} | {{companyAddress}}

The Quick Win
Guide users to their first success
Day 1-2 after signup
Subject:Get your first {{outcome}} in 5 minutes
Preview:Here's the fastest path to {{outcome}}...
Personalization Variables:
{{firstName}}
{{productName}}
{{outcome}}
{{step1}}
{{step2}}
{{step3}}
{{expectedResult}}
{{videoLink}}
{{actionLink}}
{{senderName}}
{{senderTitle}}
Email Preview
Your First Win

{{productName}}

Hi {{firstName}},

Most {{productName}} users see their first {{outcome}} within 5 minutes of starting. Here's exactly how:

The 5-minute path:

1. {{step1}}
2. {{step2}}
3. {{step3}}

That's it! Once you've done this, you'll see {{expectedResult}}.

Need help? Here's a 2-minute video walkthrough: {{videoLink}}

Start now

Best,
{{senderName}}
{{senderTitle}}

{{productName}} | {{companyAddress}}

The Check-In
Mid-onboarding progress check
Day 3-5 after signup
Subject:How's it going with {{productName}}?
Preview:Quick check-in to see if you need any help...
Personalization Variables:
{{firstName}}
{{productName}}
{{daysSinceSignup}}
{{progressObservation}}
{{progressFeedback}}
{{senderName}}
{{senderTitle}}
Email Preview
Quick Check-In

{{productName}}

Hi {{firstName}},

You've been using {{productName}} for {{daysSinceSignup}} days now, and I wanted to check in.

I noticed you've {{progressObservation}}. {{progressFeedback}}

Is there anything blocking you from getting the most out of {{productName}}? Just hit reply and let me know - I'm here to help.

Best,
{{senderName}}
{{senderTitle}}

{{productName}} | {{companyAddress}}

The Feature Highlight
Introduce an advanced feature
Day 5-10 after signup
Subject:{{firstName}}, have you tried {{featureName}}?
Preview:This feature alone is worth the upgrade...
Personalization Variables:
{{firstName}}
{{featureName}}
{{featureDescription}}
{{userBenefit}}
{{customerName}}
{{customerCompany}}
{{testimonialQuote}}
{{featureLink}}
{{senderName}}
{{senderTitle}}
{{productName}}
Email Preview
Feature You're Missing

{{productName}}

Hi {{firstName}},

I noticed you haven't tried {{featureName}} yet - and honestly, it's one of the features our power users swear by.

What it does: {{featureDescription}}

Why users love it: {{userBenefit}}

{{customerName}} from {{customerCompany}} told me: '{{testimonialQuote}}'

Try {{featureName}}

Best,
{{senderName}}
{{senderTitle}}

{{productName}} | {{companyAddress}}

The Trial Ending
Reminder before free trial expires
3-5 days before trial ends
Subject:Your {{productName}} trial ends in {{daysRemaining}} days
Preview:Don't lose your progress - here's what happens next...
Personalization Variables:
{{firstName}}
{{productName}}
{{daysRemaining}}
{{accomplishments}}
{{upgradePerks}}
{{planName}}
{{price}}
{{keyBenefit}}
{{upgradeLink}}
{{senderName}}
{{senderTitle}}
Email Preview
Trial Ending Soon

{{productName}}

Hi {{firstName}},

Quick heads up: your {{productName}} trial ends in {{daysRemaining}} days.

So far, you've {{accomplishments}}. If you upgrade, you'll keep all of this and unlock {{upgradePerks}}.

Our {{planName}} plan is {{price}} and includes everything you need to {{keyBenefit}}.

Have questions about which plan is right for you? Just reply to this email - I'm happy to help you figure it out.

Upgrade now

Best,
{{senderName}}
{{senderTitle}}

{{productName}} | {{companyAddress}}

Best Practices

Send the Welcome Email Immediately

Your welcome email should arrive within minutes of signup, while the user is still engaged. Delayed welcomes kill momentum.

Focus on One Action Per Email

Each onboarding email should have one clear goal. Don't overwhelm new users with multiple CTAs.

Make It Personal

Send from a real person (founder, success manager), not 'noreply@'. Personal emails get 2x higher engagement.

Celebrate Progress

Acknowledge what users have accomplished. Recognition builds momentum and keeps them engaged.

Segment Based on Behavior

Send different emails to users who've taken key actions vs. those who haven't. One-size-fits-all doesn't work.

Include Help Resources

Link to documentation, videos, or live chat. Make it easy for users to get unstuck.

Common Mistakes

Waiting too long to send the first email

Every hour you wait after signup, engagement drops. Send immediately while they're still on your site.

Overwhelming users with too much information

New users don't need to know every feature. Focus on the one thing they need to do next.

Not segmenting based on user behavior

A user who's completed onboarding shouldn't get 'getting started' emails. Segment your sequences.

Generic, impersonal messaging

Templated emails that feel like mass marketing kill the relationship before it starts.

Focusing on features instead of outcomes

Users don't care about features. They care about results. Lead with what they'll achieve.

No clear next step

Every onboarding email needs a clear CTA. Make it obvious what they should do next.

Subject Line Examples

Welcome to {{productName}}! Let's get you started

Clear, welcoming, action-oriented

Get your first {{outcome}} in 5 minutes

Specific promise, time-bound, outcome-focused

{{firstName}}, you're making great progress!

Personal, positive reinforcement

Quick question about your {{productName}} setup

Invites engagement, shows you're paying attention

Your trial ends in 3 days - here's what to do

Creates urgency, provides direction

Most users miss this feature

Curiosity, fear of missing out

Timing & Performance

Best Days
Any day, Within hours of signup
Best Times
Immediately, Based on user timezone
Welcome Email Open Rate
60-80%
Activation Rate
20-40%

Welcome Email Open Rate
First impression - high engagement expected
60-80%
Activation Rate
Users who complete key onboarding actions
20-40%
Trial to Paid Conversion
Ultimate measure of onboarding success
15-25%
Time to First Value
How quickly users reach their 'aha moment'
Under 24 hours

Onboarding emails should be triggered by signup or behavior, not sent at fixed times. The welcome email goes immediately. Follow-ups should be spaced to give users time to act, typically Day 1, 3, 5, and 7 post-signup. For trial users, increase frequency as the trial end approaches.

Personalization Tips

Use their first name and company name throughout
Reference their specific use case or goal from signup
Mention specific actions they've taken in the product
Tailor content based on their role or industry
Adjust messaging based on trial vs. paid status
Include relevant case studies from similar companies

Creating an Effective Onboarding Email Sequence

Customer onboarding is your opportunity to turn a signup into a lifelong customer. The emails you send in the first week set the tone for the entire relationship.

The Psychology of Onboarding

New users are in a unique mental state: they're excited about solving their problem but also anxious about whether they made the right choice. Your onboarding emails should reinforce their decision while making it easy to succeed.

Essential Onboarding Email Sequence

  1. Day 0 (Immediate): Welcome email - confirm signup, set expectations
  2. Day 1: Quick win email - guide to first success
  3. Day 3: Check-in email - offer help, answer questions
  4. Day 5: Feature highlight - show advanced value
  5. Day 7: Social proof - share customer success stories
  6. Trial ending: Conversion email - summarize value, clear upgrade path

Behavior-Based Onboarding

The most effective onboarding sequences adapt based on user behavior:

  • Active users: Accelerate to advanced features
  • Inactive users: Re-engagement and support offers
  • Stuck users: Targeted help based on where they stopped
  • Power users: Upgrade prompts and expansion opportunities

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Frequently Asked Questions

A typical onboarding sequence has 5-7 emails over the first 14 days. Start with welcome, quick win, check-in, feature highlight, and trial ending emails. Adjust based on your product complexity and trial length.

Send it immediately - within minutes of signup. Users are most engaged right after signing up. Waiting even a few hours dramatically reduces open rates.

A great welcome email includes: a warm greeting, clear next steps (1-3 actions), quick links to get started, help resources, and a personal touch (real sender name and photo).

Focus on getting users to their 'aha moment' quickly, send targeted emails based on behavior, highlight value throughout the trial, and create urgency as the trial ends. Personalized outreach to engaged but unconverted users also helps.

Always from a real person - founder, CEO, or customer success manager. Personal emails get significantly higher engagement than generic company emails.

Segment based on: actions completed vs. not completed, trial vs. paid, role/industry if captured at signup, and engagement level (active vs. inactive). Send different messages to each segment.

Keep it simple and action-oriented. 'Welcome to [Product]! Let's get started' or 'Your [Product] account is ready' work well. Personalization with their name can boost opens.

Send a check-in email offering help, share a quick win they might have missed, include a video walkthrough, or offer a live demo call. Make it easy for them to reach out with questions.

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