Onboarding email sequence templates

The templates

Replace everything in [square brackets] with your own details. Words in double curly braces, like {{name | 'there'}}, are Lumail variables: they are filled per subscriber at send time, and the value after the pipe is the fallback when the field is empty.

1. 01Day 0 · immediately after signup

   Get set up

   The single setup step everything else depends on.

   Subject lineCopy

   Start here: the one step that matters

   Preview textCopy

   Five minutes now saves you an hour later.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, Welcome to [Product]. Before you explore, do this one thing: [Setup step, e.g. "Import your contacts" or "Connect your repository"] [Button: Do it now] Why first? Every other feature in [Product] reads from it. Without it, [the dashboard is empty / reports have nothing to show]. It takes about [time]. If you get stuck, reply to this email with a screenshot and we'll walk you through it. [Your name] [Product]

   Why it works: The first onboarding email is about the prerequisite, not the tour. Naming why it comes first gives the user a reason to do it now.

2. 02Day 1 · 24 hours after signup

   The quick win

   Gets the user a small, visible result fast.

   Subject lineCopy

   Your first [outcome] in 10 minutes

   Preview textCopy

   A short walkthrough with a result at the end.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, Yesterday was setup. Today is the fun part: your first [outcome]. 1. [Step one] 2. [Step two] 3. [Step three] When you're done, you'll have [concrete result, e.g. "a live form collecting signups"]. [Button: Get your first result] Most people finish this in under ten minutes. If it takes longer, something's off on our side and I'd like to know. [Your name]

   Why it works: A concrete end state is more motivating than a feature list, and three steps is short enough to finish in one sitting.

3. 03Day 3 · only if setup is not complete

   The stuck check-in

   Catches users who signed up but have not completed setup.

   Subject lineCopy

   Stuck on something?

   Preview textCopy

   Most people get stuck in the same two places.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, I noticed you haven't [completed the setup step] yet. That's normal. Most people get stuck in one of two places: 1. [Common blocker A] → [one-line fix or link] 2. [Common blocker B] → [one-line fix or link] If it's something else, reply and tell me what you see. I'd rather fix it for you than lose you to a confusing screen. [Your name]

   Why it works: Sent only to people who have not activated, so it can name the real blockers instead of guessing. The reply invitation surfaces product bugs too.

4. 04Day 5 · after setup is complete

   The feature that changes things

   Introduces the one feature active users rely on most.

   Subject lineCopy

   The part of [Product] most people find too late

   Preview textCopy

   Here's what [feature] does and when to use it.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, Now that you're set up, here's the feature our most active users say they couldn't work without: [Feature]. What it does: [one sentence]. When to use it: [one concrete situation from the user's week]. Example: [short before/after, e.g. "Instead of exporting a CSV every Friday, the report lands in your inbox at 9am."] [Button: Try Feature] [Your name]

   Why it works: One feature with a concrete situation beats a feature roundup. The before/after line makes the value obvious without a screenshot.

5. 05Day 7 · one week after signup

   The use case story

   Shows how a customer like them uses the product.

   Subject lineCopy

   How [customer or role] uses [Product]

   Preview textCopy

   Their setup, what they changed, and what they'd do again.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, A quick story from someone in a similar spot. [Customer name], [role] at [company], signed up to [goal]. Here's what their setup looks like: - [Thing they set up first] - [The workflow they rely on every week] - [The one thing they wish they'd done sooner] You can copy their setup here: [Button: Use this setup] [Your name]

   Why it works: Specific setups are easier to copy than abstract benefits. Use a real customer with their permission, or describe a typical setup without a name.

6. 06Day 10 · last email in the sequence

   The wrap-up

   Closes the sequence and points to ongoing help.

   Subject lineCopy

   That's the tour. Here's where to go next

   Preview textCopy

   Docs, support, and what's coming up.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, This is the last onboarding email. From here, you'll only hear from us when there's something worth your time. If you want to go deeper: - Docs: [link] - Templates or examples: [link] - Support: reply to this email, a person answers One last question: on a scale from 1 to 10, how easy was it to get started? Reply with a number. Anything under 8, tell me why and I'll fix it. Thanks for giving [Product] a real try, [Your name]

   Why it works: Telling users the sequence is over lowers unsubscribes, and the 1 to 10 question gives you onboarding feedback you can act on.

Best practices

Send it with Lumail

• Build the sequence as a workflow

  Start the workflow on Subscriber created or Tag added, then alternate wait steps and email steps for day 1, 3, 5, 7 and 10.

  • Wait steps
  • Email steps

• Branch and exit on activation

  When a user activates, add a tag or update a field from your app through the API. Branch on it so activated users skip the stuck check-in, and add a global exit rule so they leave the sequence.

  • Branching
  • Exit rules
  • Add tags API

• Test before you publish

  Run the workflow on test fixture addresses to check timing and branches without emailing real users.

  • Testing workflows