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