Customer Onboarding Templates

Email Templates for Developer Products

Developers hate marketing emails. Here's how to send ones they actually read.

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Developers read emails differently. They skim for code examples, links to docs, and technical details. They close anything that smells like marketing. These templates are built for that audience — clear, technical, and respectful of their time.

Ready-to-Use Templates

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

Developer WelcomeBreaking API ChangeNew SDK Release
Developer Welcome
Welcome email after API key creation
Developer-first onboarding
Subject Line

Your {{productName}} API key is ready

Preview Text

Here's everything you need to make your first API call.

Personalization Variables:
{{productName}}{{firstName}}{{codeExample}}{{docsUrl}}{{sdkUrl}}{{examplesUrl}}{{communityUrl}}{{companyAddress}}
Email Preview
Breaking API Change
Advance notice of breaking changes or deprecations
API versioning and deprecation notices
Subject Line

[Action Required] {{productName}} API v{{version}} deprecation on {{date}}

Preview Text

Breaking change notice — migration guide included.

Personalization Variables:
{{productName}}{{changeSummary}}{{effectiveDate}}{{affectedEndpoints}}{{changeDescription}}{{migrationCode}}{{migrationGuideUrl}}{{githubUrl}}{{companyAddress}}
Email Preview
New SDK Release
Announcing a new SDK, library, or integration
SDK and library announcements
Subject Line

New: {{sdkName}} for {{productName}}

Preview Text

Install in one line. Docs included.

Personalization Variables:
{{productName}}{{sdkName}}{{language}}{{installCommand}}{{sdkFeatureOne}}{{sdkFeatureTwo}}{{sdkFeatureThree}}{{sdkDocsUrl}}{{companyAddress}}
Email Preview

Best Practices

Include code examples in every email. Developers want to see how things work.

Link to documentation, not marketing pages.

Use plain, direct language. No buzzwords, no hype.

Give 30+ days notice for breaking changes.

Make reply-to work — developers will email you questions.

Common Mistakes

Marketing-heavy copy that developers immediately ignore.

Breaking changes without code migration examples.

Linking to landing pages instead of documentation.

Using buzzwords like 'revolutionary,' 'game-changing,' or 'disruptive.'

Subject Line Examples

Timing & Performance

Best Days
Tuesday, Wednesday, Thursday
Best Times
9:00 AM, 2:00 PM
Open Rate
25-35%
Click Rate
3-5%

Personalization Tips

Code Examples Are Your Copy

For developers, a curl command or code snippet says more than any marketing paragraph. Lead with code, follow with explanation. If your email doesn't have a code example, it probably doesn't need to exist.

Plain Language, No Buzzwords

Developers can smell marketing copy from the subject line. "Introducing our revolutionary new API" gets deleted. "New endpoint: GET /v2/users — docs attached" gets read. Be direct.

30 Days for Breaking Changes

Breaking API changes need advance notice with a clear migration path. Send the first notice 30+ days before, include code examples for migration, and follow up with reminders. Your developers will thank you.

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Frequently Asked Questions

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