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What’s the one “building block” that a user will use in a majority of the tasks they complete on your platform? Focus on that one. There are two elements to an effective first “baby step” email.įirst, the email should focus on a single features. What to learn from it: The welcome email says “hello, this is who we are” while the second email gets down to business. Perhaps the reader is taking a break from other tasks to check email and is therefore open to spending a few moments on the platform. However, a 9:30 AM CST send time lands the email in the inbox early-to-mid morning for most people. I signed up within the central time zone. By seeing the question “what is a note?”, the reader has their perspective challenged.įinally, note the send time (#UnintentionalPun). Everyone has taken notes in their lives, so I’m sure most people feel they have a solid understanding of what it is. The email focuses on one action and is short and sweet.
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Instead of showing new users how to manage an entire project, Evernote has started with the essential building block of its service. Onboarding needs to focus on getting a user to take tiny steps. That’s great for existing users, but it’s overwhelming for new users. SaaS products are loaded with features and capabilities that are continually changing and improving. This email from Evernote is what onboarding is all about. Objective/Content: Introduce new users to a core feature of Evernote Which will make a more lasting impact or create a habit faster downloading the app or exploring desktop features? It’s also important to think about onboarding emails in terms of what core actions you want customers to take. In this scenario, the content could have been laid out as a step by step guide. Laying out options for new users isn’t necessarily bad, but how you organize the information matters. To be honest, I’m also a bit confused by the headline “don’t let your notes get lonely.”
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The email comes full circle with another CTA to download the Evernote app at the bottom.
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Next, there’s a CTA to upgrade to premium right away. Then, the content below calls out desktop features. First, the hero image at the top features a CTA to download Evernote on your phone. This email is asking readers to go in a few different directions. Send an email immediately that includes your brand name and a simple, clear welcome The email was sent immediately, the sender name is just what you’d expect, and the subject line is straightforward. Objective/Content: Introduce users to the option to download the Evernote app, present a few desktop features, and offer an upgrade to premium.ĬTA: Download the app, learn more about desktop features, and upgrade to premium Strengths:įirst of all, this is about as clear of a welcome email you could see in your inbox. There isn’t a set “free trial” period for the Basic plan, but for this post, I looked at the emails from the first 14 days. Series OverviewĪs soon as I signed up for Evernote Basic I technically became a customer, and their emails will continue on without interruption. This is their free plan, so technically there’s no need for a “free trial.” Even so, attention is spent to onboarding new users. Today I’ll be taking a look at the onboarding email series for Evernote Basic. However, it’s still useful to see real-world examples. What makes a good SaaS onboarding series though? There are a lot of elements and options to choose from, and it varies between each company. I won’t try to scare you with too much talk of skyrocketing churn rates, but know that onboarding is essential for building a user’s relationship with your brand. The days when a new user is getting acquainted with your SaaS product are critical.
There’s also the chance that onboarding will just be “okay.” It wasn’t a bad date, but it also wasn’t great.
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Since an emotional attachment hasn’t been built yet, deal breakers may be lurking around every corner for the trial user. There was at least some initial interest and effort that led the parties to this point. And the free trial period is the first date.
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