Here’s why your user onboarding emails don’t work
Onboarding emails sequence can be a great way to help your customers realise the full value of your product by guiding them and helping learn and adopt your product step by step. Done right, user onboarding emails can significantly improve customer experience and product adoption.
However, in many (if not most) cases onboarding emails are not bringing expected results. Do you know why? Because it’s too late!
Here is a simple example.
You came to some restaurant, you’ve got the menu, you ordered a meal and it was good. Next week you’ve got an email that they have something even cooler. So you go there again.
You came to some restaurant, you’ve got the menu, and then something went wrong. The menu wasn’t clear - no pictures, fancy and not descriptive meals names, etc. Maybe the place wasn’t clean. Whatever it is, it made you feel like you won’t find something good for yourself here, so you leave. That’s it. The place actually might have some delicious stuff, but something went wrong. Next week you’ve got an email that they have something even cooler. But you already have an opinion about that restaurant and for sure won’t go there again.
It’s that simple.
Create your product onboarding first. Understand what your customers are expecting from you and deliver. Understand what their concerns are and what they’re fear of. Answer their fundamental questions. Make them trust you.
You user onboarding emails cannot fix bad user onboarding in your product. You already failed that customer. Now you are just annoying him/her making it even worse.
Mind your customer.