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.
Welcome to {{productName}}! Let's get you startedYour account is ready - here's what to do first...Get your first {{outcome}} in 5 minutesHere's the fastest path to {{outcome}}...How's it going with {{productName}}?Quick check-in to see if you need any help...{{firstName}}, have you tried {{featureName}}?This feature alone is worth the upgrade...Your {{productName}} trial ends in {{daysRemaining}} daysDon't lose your progress - here's what happens next...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 startedClear, welcoming, action-oriented
Get your first {{outcome}} in 5 minutesSpecific promise, time-bound, outcome-focused
{{firstName}}, you're making great progress!Personal, positive reinforcement
Quick question about your {{productName}} setupInvites engagement, shows you're paying attention
Your trial ends in 3 days - here's what to doCreates urgency, provides direction
Most users miss this featureCuriosity, fear of missing out
Timing & Performance
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
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
- Day 0 (Immediate): Welcome email - confirm signup, set expectations
- Day 1: Quick win email - guide to first success
- Day 3: Check-in email - offer help, answer questions
- Day 5: Feature highlight - show advanced value
- Day 7: Social proof - share customer success stories
- 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
Build Beautiful Email Sequences for Your SaaS
Sequenzy helps SaaS founders create automated email sequences that convert. From onboarding to retention - all in one platform.