Leave a comment

A breakdown of three onboarding emails that Mailchimp, Kickstarter, Beats Music and other top companies have in common.

  • SH

    Samuel Hulick

    over 5 years ago #

    Nice overview!

    • JK

      Jonathan Kim

      over 5 years ago #

      Thanks @samuelhulick! I actually got the idea of those three must-have emails from a conversation with you :]. These emails are low-hanging fruit and can easily win back users that you would have lost otherwise.

  • PK

    Pallav Kaushish

    over 5 years ago #

    Would like to add one more - A reminder email for inactive users to come back.

    I use Mailchimp and have a 'Number of days inactive' field in my list which keeps on updating every hour. I send the first reminder email when the value of this field corresponds to 7 meaning the user has been inactive for 7 days. Then second email is sent after 15 days and third one after 30 days.

    There is also a logic in place that if someone came back and signed in, this field automatically resets to 0 and the cycle starts again.

    • PK

      Pallav Kaushish

      over 5 years ago #

      Just to mention I originally got this idea when I saw this email from Dropbox - http://ceblog.s3.amazonaws.com/wp-content/uploads/2013/03/dropbox.jpg

    • JK

      Jonathan Kim

      over 5 years ago #

      Great point @pallavkaushish. We sorta covered that in "The Re-Engagement Email" category, but we didn't dive deep into the "we noticed you haven't yet..." flavor of that email.

      While I think those emails can be effective, I think there are better alternatives. Emails that tell a user, "you haven't done X" are only looking out for the company's value, not the user's. Instead, I prefer to send emails that focus on the user's value:

      - Asking if they need help doing something.
      - Telling them when something happened in their account.
      - Giving a recap of progress so far.

      In the case of Dropbox, I think an email reminding users of how much free, unused space they have (and how easy it is to take advantage of it) would have been more effective.

Join over 70,000 growth pros from companies like Uber, Pinterest & Twitter

Get Weekly Top Posts
High five! You’re in.
SHARE
29
29