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Onboarding is the process of getting a customer to use a newly purchased product. Onboarding is mostly used by software (saas) businesses to decrease churn (customers cancelling a subscription) which is a key metric for Saas businesses.
An onboarding email sequence is used to give new paying customers the best possible experience right after purchasing a product. The goal is the get the new customer familiar with the product quickly and help them get the best results (so that they will stay a paying customer). It is important to get the customers to realise the value of the product. Once they do, this is called the “AHA” moment. Most onboarding email sequences focus on getting the customer towards the “AHA” moment. An onboarding email sequence can contain emails that describe the core features and help customers install and use them. These are usually the same for all new customers. However, many businesses also send triggered emails based on user actions. For example, if a user uploads a video on Vimeo.com the user will receive a notification once the new video is available online. This gets the customer to continue on their video marketing journey and makes sure Vimeo stays top of mind with the customer.