Last updated on 9th February 2024
Onboarding is more than a mere introduction; it’s a strategic partnership that sets the tone for the entire customer journey. It moves users from curiosity to confidence, ensuring they feel guided, valued, and empowered to use your product.
Modern customers expect the same level of support they received during the sales process—continuous guidance, clear next steps, and immediate value. Businesses that invest in thoughtful onboarding reap higher loyalty, lower churn, and stronger advocacy.
Yet, despite the proven benefits, 90% of customers feel their onboarding experience could be improved, while 86% say they are more likely to stay loyal to brands that offer comprehensive post‑sale support.
Why Email Remains the Gold Standard for Onboarding
Email offers unmatched cost‑effectiveness, direct reach, and scalability. With automation, you can trigger personalized messages at every critical touchpoint—welcome, feature introduction, and milestone celebration—while keeping operational overhead low.
Below, we showcase 33 exemplary onboarding emails that illustrate how to communicate value, simplify complexity, and foster a sense of belonging.
1. Crello – Turning Novices into Designers in Minutes
Crello’s free graphic design platform promises “Create like a pro” with no design skills required. Their onboarding email, titled “From newbie to pro in 2 minutes,” delivers instant value with a 79‑second video walkthrough of the first design.
This approach aligns with research showing 65% of users prefer video to learn a new product.
2. Bulb – Clear Meter‑Reading Guidance for Renewable Energy Users
Bulb, the UK’s largest green energy supplier, introduces customers to its online meter‑reading system through a beautifully designed email that eliminates early friction.
By providing explicit, step‑by‑step instructions, Bulb ensures customers can activate their service with confidence.
3. Filmsupply – Humanizing the Stock Footage Marketplace
Filmsupply’s onboarding email adds a personal touch by featuring a warm, human‑centered tone, setting it apart from typical B2B communications. This strategy resonates with high‑profile clients such as Netflix and Google.
4. Project.co – A Structured 14‑Day Trial Experience
Project.co guides new users through its feature set via a 14‑day email series that highlights benefits, demonstrates workflows, and maximizes early adoption.
5. Squarespace – Educational Triggers During the Free Trial
Squarespace’s email sequence offers tips, tutorials, and gentle nudges throughout the trial period, reinforcing that “It’s not as hard as you think” and encouraging conversion.
6. Flock – Vibrant Design and Clear Value Propositions
Flock’s welcome email employs a lively palette, engaging characters, and a concise checklist that showcases core features without overwhelming the reader.
7. Dorsia – Validation for the “Untourist” Lifestyle
Dorsia’s onboarding email celebrates the subscriber’s choice to join an exclusive community, using minimalistic design and a supportive tone to reinforce belonging.
8. Glitch – A Roadmap for New Creators
Glitch’s onboarding email provides a clear path to get started, featuring a bold neon palette, actionable links to templates, and community resources.
9. Havenly – Structured Process‑Driven Guidance
Havenly introduces its design‑collaboration workflow with a visually appealing, step‑by‑step guide that includes clear CTAs for connecting with a designer.
10. Peloton – Simple, Three‑Step Onboarding
Peloton’s email breaks down the setup into three concise actions—choose ride, instructor, and duration—making the first experience approachable.
11. Typeform – Quick, Template‑Based Start
Typeform’s welcome email offers a warm tone and easy‑to‑follow templates, enabling users to create interactive forms in minutes.
12. Tinder – Concise 4‑Step Swipe Guide
Tinder’s onboarding email delivers a straightforward checklist that transforms new users into confident swipers.
13. Amazon Alexa – Unlocking Voice Assistant Potential
Alexa’s “Let’s get to know each other” email lists actionable commands, encouraging curiosity and hands‑on exploration of the device’s capabilities.
14. Curiosity – Instant Value Through Daily Content
Curiosity’s first email shares engaging educational snippets, immediately delivering value and setting expectations for a learning‑oriented relationship.
15. Bellroy – Conversational Voice and Rich Product Insight
Bellroy’s emails avoid generic greetings, instead using friendly, conversational copy paired with compelling imagery to showcase products and inspire purchase.
16. Suiteness – Identity and Support for Group Travelers
Suiteness creates a sense of belonging with a superhero theme and highlights 24/7 support, helping users feel equipped to book connected suites.
17. Uber – Personalised Travel Guidance
Uber’s onboarding email for riders focuses on local travel tips, positioning the app as an indispensable companion during a city visit.
18. Upwork – Quick Project‑Start Flow
Upwork’s email uses concise graphics and a 3‑step process to help new freelancers launch their first job posting, reinforcing ease and speed.
19. Printful – Integration‑Ready Guidance
Printful’s email, triggered after a Shopify integration, balances detailed information with illustrative graphics, easing the next‑step workflow.
20. Shopify/Oberlo – Idea Generation for New Stores
Shopify’s email addresses the common pain point of “no product idea” by offering Oberlo, a drop‑shipping solution that adds inventory in seconds.
21. Jet – Welcome to the Shopping Club
Jet’s onboarding email emphasizes membership value, explains key features like Smart Items, and invites users to explore new deals.
22. SanityCheck – Human‑Centred Plain Text
SanityCheck’s plain‑text email, authored by the founder, offers a personal touch, login details, and an invitation for direct support.
23. Headspace – First‑Step Value Highlight
Headspace’s email reminds users that signing up is the first step toward improved well‑being, and offers a gentle, educational pathway to begin meditation.
24. Mailchimp – Simple 4‑Step Activation
Mailchimp’s onboarding sequence demystifies the platform with a clear, four‑step process, helping users unlock its full potential quickly.
25. Booz Allen – Audience‑Centred Customisation
Booz Allen’s email prioritises learning about the subscriber’s goals, inviting them to tailor preferences that align with their professional needs.
26. nDash – Gamified Onboarding Flow
nDash’s email uses colour‑coded steps to highlight progress, turning the setup process into an engaging, gamified experience.
27. Refind – Re‑Engagement Through Specific Action
Refind’s email gently nudges users who haven’t specified interests to complete the profile, offering a single, clear action that enhances personalization.
28. Square – First Payment Setup Simplified
Square’s onboarding email presents a straightforward, two‑column layout that focuses on the immediate benefit of accepting the first payment, with support links included.
29. Findmypast – Value‑Focused First Steps
Findmypast’s email uses modular design to showcase the process of adding family branches, positioning the platform’s vast record database as a clear advantage.
30. Apple – Product Education and App Store Orientation
Apple delivers concise, visually clean emails that either tour new Mac hardware or introduce the App Store, ensuring users understand how to get the most from their device.
31. Casper – Educating on Sleep Value
Casper’s “Snooze Letter” shifts focus from product features to the benefits of a good night’s sleep, inviting readers to explore mattress options through that lens.
32. Magic Spoon – Playful, Rewarding Welcome
Magic Spoon’s email celebrates sign‑up with a creative illustration and a first‑order discount, creating a sense of achievement and excitement.
33. Charles Tyrwhitt – Classic British Welcome with Incentive
Charles Tyrwhitt’s email blends a formal greeting with high‑quality imagery and a discount code, positioning the brand as refined yet accessible.
Key Takeaways for Building Stellar Onboarding Emails
- Address the Most Significant Pain Point: Identify where the user currently is and guide them to the next step with clear messaging.
- Show Genuine Interest in Your Audience: Collect feedback and tailor content to individual needs.
- Prioritize Clarity Over Length: Keep copy concise; users skim emails rapidly.
- Deliver Onboarding as a Series: A sequence of short, focused messages is more effective than one long email.
- Use Clear Sign‑posting: Multiple CTAs guide users through varying stages of the journey.
- Incorporate Video When Possible: 69% of respondents favor video for onboarding, and it increases engagement.
What onboarding emails have impressed you recently? Share your experiences and let’s discuss how to elevate your own email strategy.