Trustpilot1. Give one clear first step in welcome emails
A single first step makes the welcome easy to act on.
- Thank them by name
- Give one main button
- Add one second idea below
How to write an onboarding email sequence
An onboarding email sequence walks a new user from signup to their first real result, one step per email. Start with a welcome and a single action, then teach the next most useful feature, share what other customers do, and check in if they stall. Trigger emails by what users did, not only by date.
Updated · By Blake Emal · 5 real examples, each linked to its source
What are the steps
- Map the first winThe one action that makes people stay.
- One email per stepEach email teaches one thing and links straight to it.
- Teach then show the featureCanva teaches a design idea first, then shows the feature.
- Use peers as proofBeefree shares what other customers love.
- Trigger on behaviorSend the next email when people do or skip the step.
How do the options compare
| Goal | Real example | |
|---|---|---|
| Welcome | First step | Trustpilot |
| What you can do now | Show the range | Greenhouse |
| Teach | Build skill | Canva |
| Peer proof | Build confidence | Beefree |
| Grow | Tie to their revenue | Stripe guide |
Which real examples show it
Trustpilot
Greenhouse2. List the four things they can do now
Bold short benefits show the value at a glance.
- List three or four bold benefits
- Keep each to one line
- End with one button
Canva3. Teach first then show the feature
Tips feel like a gift, and the features come along for the ride.
- Frame features as tips
- Use a bold playful hero
- Give each tip one button
Beefree4. Share what other customers love
Pointing to what others love is social proof in the inbox.
- Start with what customers love
- Break it into a few ways
- Link a guide for each
Stripe5. Send a guide that grows their revenue
Leading with revenue for the reader makes the guide worth opening.
- Lead with the reader's revenue
- List what the guide covers
- Repeat one button twice
Get three ideas for your own product
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What else do people ask
How many emails in an onboarding sequence
As many as there are steps to the first win, often a handful. Stop when they succeed.
Should onboarding emails be plain text
Use whatever reads fastest. A short email with one button usually works best.
When should onboarding emails stop
When the user reaches the first win, move them to product updates.