Onboarding emails: Top examples and best practices

What are onboarding emails and why do they matter?

Onboarding emails are the messages you send new customers to guide them through your product, and they turn first-time sign-ups into loyal, paying users.

• They welcome new clients and show them the next steps.
• They teach people how to get value from what they bought.
• They keep customers engaged, so more of them stick around.

Customer onboarding is a key part of the customer experience. It covers every step you take to introduce new clients to your product or service. In short, good onboarding shows clients that your company will make their lives easier for the long term.

Sending the right messages is a big piece of that work. This is where onboarding emails come in. Below, we cover the main types, why your company needs them, and the best practices to follow when you write them.

What are onboarding emails?

Onboarding emails are simply emails that guide clients through a company’s onboarding process. You send them right after someone signs up for your product or service.

They do more than welcome people, though. For example, they can show how to use a product, spark interaction, upsell other offers, or answer common questions. As a result, each email can serve a clear purpose along the customer journey.

Why you need onboarding emails

A company’s customer onboarding process is a crucial part of the customer experience. Onboarding emails, in turn, sit at the heart of that process. So optimizing them is a big responsibility for any business.

Done right, email onboarding helps your company in real ways. For example, you can use emails to show clients the benefits your products offer. Because of this, these emails can be the reason new customers become long-term supporters.

On top of that, email onboarding can turn visitors into paying customers and keep current clients engaged. It can also rekindle interest with inactive customers. In fact, strong onboarding is one of the simplest ways to boost customer retention over time.

Onboarding email examples: How to write onboarding emails for clients

Writing onboarding emails takes a bit of craft. Each email needs to appeal to the customer and hit the goal you set. So a good onboarding email is timely, interesting, and relevant to each person.

The next section covers the main types of onboarding emails. Each type comes with a template example. As a result, you can use them as a starting point for your own messages.

Types of onboarding emails (with template examples)

1. Welcome emails

When people sign up, they expect a welcome email. This is your chance to make a good first impression. A strong welcome email sets up a long-term relationship with the customer.

Still, keep it from sounding too salesy. A pushy tone can repel new customers, which is the opposite of what you want. Instead, use welcome emails to guide people to the next steps. Make them fun, clear, and easy on the eyes.

Here is a template you can use for welcome emails:

Subject: Welcome to [company/product name]!

“Hello, [customer name]!

Welcome to [company/product name].

I am [your name] from [your company name].

We are so glad to have you onboard. Thank you for joining the [company name] community by signing up for [product/service]!

If you have any questions about [product/service], feel free to reply to this email directly. I am here for any concern of yours.

Looking forward to providing you with a great experience!

Sincerely, [Your name]”

2. Cross-selling and upselling emails

A customer who already likes one product is more likely to buy another. So it makes sense to advertise to this group. You can do this by sending cross-selling and upselling emails.

These emails exist to sell, ideally something that pairs well with what the customer already bought. Here is an example template you can use:

Subject: Try our new [product/service]

“Hello, [customer name]!

We have released a new product/service called [product/service name]!

It is a [type of product/service] that you can use for [purpose]. It includes features such as [list of best features].

With [product/service name], you will be able to [benefits]!

If you are interested, you can check it out here: [link]

Try it for free for [free trial duration]!

With thanks, The [your company/product name] Team”

3. How-to emails

Some customers buy a product but have no idea how to use it. This is what how-to emails are for. They give clear steps on how to use your product, often with a short demo video.

They also let you show off key features. The sooner people learn to use your product, the better. Otherwise, they may give up on your company for good. Below is an example of a how-to email:

Subject: How to [activity/goal] with [product/service]

“Hey there, [customer name]!

Thank you for purchasing [product/service]!

Maximize your time using it with these features: [features list]!

[Insert short and clear instructions on how to use each feature, preferably using bullet points or a checklist format.]

Here is a video demonstration of [product/service] and its features in action: [link]

Thanks again, The [your company/product name] Team”

4. Offer emails

This type of email gives customers a reason to act. Offers can be discounts, coupons, or free trials. As a result, they help build customer loyalty. By giving people an incentive, you encourage them to support your company further.

Here is an offer email template:

Subject: Last chance to get [offer]!

“Hello, [customer name]! We hope you’re doing well.

We are offering [offer] for a limited amount of time.

Get it now before it’s gone! There’s only [time left] left on this offer.

You can check it out here: [link]

Sincerely, The [your company/product name] Team”

5. Customer support emails

You already know the most common problems people hit with your product. So use customer support emails to answer those questions early. This way, you help a new customer before they even ask.

Proactive support also lifts how people view your company. Here is a simple template:

Subject: FAQs about [product/service]

“Hey, [customer name]!

[Your name] of [your company name] here.

You might be wondering, “How do I use [product/service]?” We’ve compiled the most frequently asked questions along with our answers.

Frequently Asked Questions about [Product/Service]

[Insert list of FAQs with answers. It is best to categorize them so your customer can navigate easily.]

If your question isn’t here, you can ask me directly. Hope this helps. Thanks again!

Sincerely, [Your name]”

6 Best practices for effective onboarding emails

No matter the type, a few best practices apply to every onboarding email. These tips help make your emails the best they can be, for you and your clients. Here are six to keep in mind.

1. Personalization

Onboarding emails let you make a good first impression and keep it. So personalizing them is one of the best ways to boost engagement. A generic email feels forced and robotic, and customers notice the missing personal touch.

Most brands start with the customer’s first name. However, you can go further. For example, collect more details about your customers and weave them in so the message still sounds natural.

2. Content should have a CTA

Every onboarding email needs a call-to-action. Each one is written to make a customer support you in some way. So plan the CTA first, based on the type of email you send.

Then build the email around that CTA. Every sentence in the body should point back to it. As a result, the message stays focused and easy to act on.

3. Maintain simplicity

Onboarding emails do not need to be long or complex. Often, less is more. New customers rarely read long emails, so keep yours short and clear while still sharing the key details.

Also, use white space and a few relevant graphics to break up the text. This makes emails easier to read. Many brands treat this like cold email software best practices, where clean and simple layouts win.

4. Run tests

Testing helps your onboarding emails reach their full potential. A/B testing works best for this. Here is a list of the best tools for a/b testing.

First, write a base version of an email. Next, make a few variations and send each to a small group of customers. Then find out which one earned the best open and click-through rates, and study why.

Finally, build your template from the best parts of each version. You can keep testing to improve results over time. This takes effort, but strong onboarding creates a great experience, so it pays off.

5. Make emails mobile-friendly

Many of your clients check email on their phones. So make sure your emails read well on mobile, with no lost elements or quality. As a result, mobile users get the same customer experience as desktop users.

6. Ensure consistency

Consistency across your marketing is a smart habit. So make sure a customer’s in-app onboarding lines up with their email journey.

In addition, send relevant and timely messages to each person. A welcome email to someone subscribed for a year will not help. Consistency also improves personalization, since it shows clients you are with them at every step.

Maximize onboarding emails for your business

Email onboarding is a pivotal part of the user journey. Do it right, and you turn more leads into paying customers. You also keep current clients engaged for the long term.

There are several email types for onboarding, and we covered the main ones here. For best results, craft the right message for each purpose. Remember to personalize, work around the CTA, keep things simple, run tests, go mobile-friendly, and stay consistent.

Yes, this takes real effort. But the boost in sales and engagement makes it worth it. Many teams even outsource email marketing or lean on B2B marketing automation platforms to scale this work. Either way, the goal stays the same: focus on customer experience optimization at every step.

Frequently asked questions about onboarding emails

What is the goal of an onboarding email?

The goal is to help new customers succeed with your product. A good onboarding email guides people to the next step. It also builds trust early, so more customers stay with your brand.

How many onboarding emails should I send?

There is no fixed number. Most brands send a short series of three to five emails. Space them out over the first few weeks. The key is to stay helpful and avoid flooding the inbox.

When should the first onboarding email go out?

Send the first email right after someone signs up. A quick welcome sets the tone. It also confirms the sign-up worked, which reassures the new customer.

What makes an onboarding email effective?

An effective email is timely, clear, and relevant. It has one clear call-to-action. It also feels personal and reads well on any device.

Can onboarding emails be automated?

Yes, and most teams automate them. Marketing tools can trigger each email based on a customer’s action. This saves time and keeps the timing consistent.

Key takeaways

• Onboarding emails guide new customers and turn sign-ups into loyal users.
• The main types include welcome, cross-sell, how-to, offer, and support emails.
• Personalize each message and build it around one clear call-to-action.
• Keep emails short, mobile-friendly, and consistent with the in-app journey.
• Test your emails often, then refine the templates that perform best.