Does your welcome email immediately clarify what subscribers have signed up for?

We want our welcome emails just-in-time not just in-case.

Traditional welcome emails are one-size fits all. 

Not outcome-driven 

Not user action driven

Not 100% time driven.

This deep dive will explore the purpose of the Welcome Flow, how to set it up effectively, and strategies to lead users towards the 'aha moment'—the point at which they realize the true value of your product.

Purpose of the Welcome Flow

Immediate Engagement: The Welcome Flow initiates contact immediately after sign-up or trial activation, opening the lines of communication.

Guidance: Provides users with clear next steps to get started with your product, helping to avoid overwhelm or navigation issues.

Early Value Demonstration: Instead of waiting for users to discover the value of your platform on their own, the Welcome Flow proactively showcases this value through guided actions.

Conversion Pathway: By driving users toward the 'aha moment', the flow sets the stage for converting free users into paying customers.

Setting Up the Welcome Flow

Segmentation: Before crafting your emails, identify different user segments. Understand that not all users come with the same needs or from the same background. Customization begins here.

Identify the 'Aha Moment':

Data Analysis: Examine the behavior patterns of users who converted to your paid plan from a free trial. Identify common actions or features they engaged with before conversion.

User Feedback: Utilizing direct feedback from users about what feature(s) convinced them to pay can also pinpoint this moment.

Map Out the Journey:

Storyboard the Flow: Outlining the steps a user needs to take from the moment they sign up to when they experience the 'aha moment'. Each email in your Welcome Flow should guide them through this journey sequentially.

Email flow:

Email 1: This should thank them for signing up, introduce your product briefly, and suggest the very first action they should take. Keep it simple and actionable.

Subsequent Emails: Each following email should introduce the next step in the journey. Include only one clear call-to-action (CTA) per email to avoid confusion.

Timing and Frequency: The first email should arrive immediately after sign-up. Subsequent emails can follow based on user actions but maintain a reasonable frequency to avoid overwhelming your users.

Driving Users Towards the 'Aha Moment'

Action-Based Triggers: Utilize behavior-based triggers for your emails. If a user completes the action suggested in the first email, the next email should acknowledge this progress and introduce the next step, rather than sending a generic, scheduled follow-up.

Educate and Motivate: Use these emails to educate users about the benefits of each action and what they stand to gain. Real user testimonials or case studies can effectively illustrate these benefits.

Personalize the Journey: Utilize data you have about the user to personalize the journey. For example, if they signed up through a specific campaign focused on a particular feature, tailor the emails to highlight related functionality.

Measure and Iterate: Continuously monitor how each segment interacts with your emails. Use A/B testing to try different calls to action, messaging, and email sequences to see what works best in guiding users to the 'aha moment'.

Sequence exit

After completing the welcome flow, send them to the product/feature adoption flow. However, if you identify people as churn risk, send them to the churn prevention flow.

Here's one thing I know for sure...

There is no one right answer for email marketing. What works for one business might not work for yours.

Always be testing. No more set it and forget it.

Feel ready to give your welcome email flow a personal touch that stands out?