Onboard and Engage Your Customers https://userlist.

com @userlist
with Behavior-Based Email

SaaS Email
Templates
 @userlist

"If you're selling a product that helps people do one thing — the first time
they come in, help them do that one thing."
– Alli Blum, SaaS strategist
How can you
help?
Use these offerings in your email campaigns.

☐ Help documentation
☐ Blog posts and guides
☐ Worksheets
☐ Brief videos
☐ Detailed video tutorials
☐ Onboarding calls
☐ Workshops and webinars
☐ Custom roadmaps
☐ Concierge onboarding
 @userlist

Roadblocks & fixes

Need to "frontload" work → Templates
Need to learn new skills → Workshops & webinars
Intimidated → Case studies
Overwhelmed → Only send relevant emails
Busy → Create accountability with calls
 @userlist

Basic
Onboarding
This is your most essential onboarding sequence to
help users get started. You'll be promoting only your
most important features — the path to that "aha"
activation moment. We recommend to send the first 1-
2 welcome messages to everyone, and then skip
individual messages if your customer is already using
that feature.
 Hi {{user.first_name | capitalize | default: "friend"}},

Welcome to the [Product] family. I’m [founder name], and I wanted to personally
thank you for joining us.

Most [Product] users typically [receive X benefit (e.g., increase productivity by 20%,

Basic
save up to 10 hours / week by automating their email follow-up)].

Want to do the same? The first step is [first action they need to take to reach Aha

Onboarding moment. Include link to URL within the app where they’ll do this, if possible]

Over the next several days, I’ll send you a few tips to help you get the very most out
Message 1 of 4 of your new account. If you ever need help, just reply directly. My team and I are
happy to lend a hand.

Subject: Welcome to [Product]! Here’s

Talk soon,
what to expect next… [Signature]

PS: here are some of the [Product] features I love and use most:

• [high-value feature 1]
• [high-value feature 2]
• [high-value feature 3]
 Hey {{user.first_name | capitalize | default: "friend"}},

Today you’ll learn how to [task they need to complete in your app to start using
high-value feature #1].This helps you [get the benefit feature #1 creates].

Step 1:

Basic
[Instructions]
[photo or GIF demonstrating where in the app to take action]

Onboarding Step 2:
[Instructions]
[photo or GIF demonstrating where in the app to take action]
Message 2 of 4
Step 3:
[Instructions]
Subject: Tip 1 out of 3: [get benefit] [photo or GIF demonstrating where in the app to take action]
with [high-value feature #1]
[Add or remove the current number of steps as needed]

[If there’s any limit on their usage of this feature on the trial / free plan, let them
know here. Then mention how they can unlock more usage — e.g., by upgrading to
a paid plan.]

Hope this was helpful! Stay tuned for the next tip in a few days: we’ll show you how
to [get benefit] with [high-value feature #2].

Cheers,

[Signature]
 Heya {{user.first_name | capitalize | default: "friend"}},

Have you ever wanted to [get benefit]? Great news: with [high-value feature #2], you
totally can, and it only takes [small amount of time] to get started.

Step 1:

Basic
[Instructions]
[photo or GIF demonstrating where in the app to take action]

Onboarding Step 2:
[Instructions]
[photo or GIF demonstrating where in the app to take action]
Message 3 of 4
[If there’s any limit on their usage of this feature on the trial / free plan, let them
know here. Then mention how they can unlock more usage — e.g., by upgrading to
Subject: Tip 2 out of 3: [get benefit] a paid plan.]
with [high-value feature #2]
Hope you’re enjoying [Product] so far! To help you get the very most out of your
account, we’ve got one more tip coming your way in a few days. However, if you
need help or have a question, we’re happy to chat sooner — just reply to this email.
My team and I are here for you.

Talk soon,

[Signature]
 Hi {{user.first_name | capitalize | default: "there"}},

Isn’t it frustrating when [describe the pain point that high-value feature #3 solves]?

Thankfully, you can say goodbye to that forever and [start getting benefit] with
[feature #3]. Here’s how to get started:

Basic Step 1:
[Instructions]

Onboarding [photo or GIF demonstrating where in the app to take action]

Step 2:
Message 4 of 4 [Instructions]
[photo or GIF demonstrating where in the app to take action]

Subject: Tip 3 out of 3: [get benefit] Step 3:

with [high-value feature #3] [Instructions]
[photo or GIF demonstrating where in the app to take action]

[If there’s any limit on their usage of this feature on the trial / free plan, let them
know here. Then mention how they can unlock more usage — e.g., by upgrading to
a paid plan.]

Happy [verb your product does]ing,

[Signature]
 @userlist

Upgrade to Paid
This campaign will encourage free (or trialing) users to
upgrade to a paid account. To do that, you need to
show how much product value they're already getting,
and highlight the features available in paid plans.
 Great news, {{user.first_name | capitalize}}: [phrase letting them know the product
is working as it should]!

Now, you may be wondering: what happens next? How can you…

• [Take the next steps to feeling value from your product, e.g…
• Get new insights from their data?

Upgrade to Paid
• Get their proposal signed faster?
• Understand their users’ behavior?]

With a [paid plan name] account, you can do all these things and more, right inside
Message 1 of 4 [Product].

Subject: [Positive phrase letting them I want to try a [paid plan name] plan. Take me to my Billing page now. [link]
know the product is working as it
Or…
should.] E.g…
Show me how to….
• You’ve got bookings!
• People are viewing your proposal! • [Reference first bullet above + link to a knowledge base article / video tutorial]
• Your emails are getting opened! • [Reference second bullet above + link to a knowledge base article / video
tutorial]
• [Reference third bullet above + link to a knowledge base article / video tutorial]
Got questions? Need help? Just reply and let us know — we’re here for you.

[Signature]
 Hi {{user.first_name | capitalize | default: "there"}},

[Pain point referenced in subject line] is no fun. [Describe a few problems the pain
point causes. E.g., keeps them at the office late in the evening, forces them to
delete important files or scatter them across multiple locations, wastes precious
hours each week preparing for meetings and then having to reschedule.]

Upgrade to Paid
With [paid feature], you’ll [get huge benefit. E.g., have the freedom to take Friday
afternoons off, rest easy knowing their files are all in one place, increase
productivity by 18%].

Message 2 of 4 Since [paid feature] is part of our [paid plan name] plan, you’ll just want to upgrade
to [paid plan name] and you’ll be good to go!
Subject: [Intriguing phrase about how a
Sounds great. Take me to my Billing page now, so I can start [getting benefit] [link].
paid feature will make their lives
easier.] E.g…
Talk soon,

• No more dull afternoons of compiling [Signature]

reports
• Never worry about hitting storage space
limits
• How to prevent meeting no-shows
 Hey {{user.first_name | capitalize | default: "there"}},

Sometimes, it’s great to use [alternative solution / competitor, e.g. Microsoft Word]
to [do what your product does. E.g., send proposals].

Upgrade to Paid [2-3 sentences describing this scenario. Point out the flaws, in a lighthearted way.
Avoid being overly critical or coming across as downright rude. E.g…

Message 3 of 4 • If you’re cool with your client having full editing privileges inside your proposal…

Subject: [Intriguing phrase referencing • If it’s no big deal that they can forward your proposal wherever they want, to
whomever they want, without you having a clue whose eyeballs are on it…
the biggest alternative solution /
competitor your customers often switch
• If you don’t mind forcing your client to print out your proposal, hunt down a pen
to your product from.] E.g…
to sign it, scan it back onto their computer, and email the whole thing over to
you…
• Yes, you *could* send your proposals as
Word doc attachments… • If you’re happy spending days or weeks sitting around, waiting to find out
• Why people choose MailChimp over whether that deal’s gonna close (while your proposal may just be stuck in
Userlist someone’s spam folder, collecting dust)… ]
• If you’d rather play the follow-up
game… (Continue to next slide)
 Definitely pick [alternative solution / competitor, e.g. Microsoft Word].

Using [Product] will be a little different.

[2-3 sentences describing the benefits of using your product. E.g…

With [Product], you’ll know exactly when your proposal’s been viewed, and by

Upgrade to Paid
whom. Not getting any views at all? Then you’ll know it’s a good time to follow up
and see whether you got stuck in spam.

With [Product], your client will be able to accept, sign, and return your proposal
Message 3 of 4 back to you, all in one quick step. No downloading, printing, scanning, or return-
emailing required.
Subject: [Intriguing phrase referencing
And that means with [Product], your time spent waiting, hoping, and crossing your
the biggest alternative solution /
fingers for the deal to close gets cut from days or weeks, to mere hours —
competitor your customers often switch
sometimes even minutes.
to your product from.] E.g…
[1 sentence summarizing and emphasizing the larger benefit. E.g., Take your
• Yes, you *could* send your proposals as proposals as seriously as you want your clients to take you.]
Word doc attachments…
• Why people choose MailChimp over Join [Product] [paid plan name] today.
Userlist
• If you’d rather play the follow-up Happy [verb your product does]ing,
game…
[Signature]
 Heya {{user.first_name | capitalize | default: "there"}},

It’s great to run on [Product name]. But it’s even better to [benefit they’ll get when they
upgrade,. Eg. put the spotlight on your brand.]

So far, you’ve [been using the trial / free version of the product. E.g., already sent a few
proposals to clients. And they’ve all seen that little “Powered by [Product]” snippet at
the bottom of each page.]

Upgrade to Paid To [get benefit / remove trial limitation, e.g. remove that snippet] and [get benefit, e.g.
keep your clients focused on you], upgrade to our [paid plan name] for just [$___ /
month]. [link]
Message 4 of 4
When you join [Product] [paid plan name], you’ll get sooo many more perks than just
Subject: [Intriguing phrase comparing [original benefit stated]. You’ll also get…
the experience they’re having on the
• High-value feature #1
trial / free plan to the improved • High-value feature #2
experience they’ll get when they
upgrade.] E.g… Plus, we’ll be right here to offer help, share tips, and make sure you squeeze every drop
of value out of your new [paid plan name] account.
• What’s better than Userlist? And if you give [paid plan name] a shot, but find out it’s not right for you? No worries.
• Even cooler than unlimited follow-up You’re welcome to cancel or downgrade your account at any time.
emails
Upgrade today [link]. Cancel or downgrade any time.
• The one thing missing from your
proposals right now Hope to see you in your brand new [paid plan name] account soon!

[Signature]
 @userlist

Newly Upgraded
In this campaign, you highlight how much value your
customer is now getting with their paid plan, and
promote important paid features. We recommend that
you skip individual messages if your customer is
already using that feature.
 Hi {{user.first_name | capitalize | default: "there"}},

Congratulations on joining the [Product] [paid plan name] family! We’re so glad
you’re here, and we think you’re gonna *love* your new [paid plan name] plan.

Newly Upgraded Our team is here to help you squeeze every little drop of value from [Product] [paid
plan name] — and the first step is [first action they need to take to feel value from
Message 1 of 3 paid features. Include link to URL within the app where they’ll do this, if possible].

Remember those three tips we sent you, back when you first started your free trial?
Subject: [Phrase referencing the benefit
they’re about to enjoy now that they’ve Over the next several days, you’ll receive a few similar tips — except these are
upgraded. E.g., Your email game’s about exclusively for the cool kids on [paid plan name] :)
to get so much stronger]: *Pro* tip 1
out of 3 Here’s pro tip #1: [first action they need to take to feel value from paid
features].This helps you [get benefit paid feature #1 creates].

(Continue to next slide)

 Step 1:
[Instructions]
[photo or GIF demonstrating where in the app to take action]

Newly Upgraded Step 2:

[Instructions]
[photo or GIF demonstrating where in the app to take action]
Message 1 of 3
Step 3:
[Instructions]
Subject: [Phrase referencing the benefit
[photo or GIF demonstrating where in the app to take action]
they’re about to enjoy now that they’ve
upgraded. E.g., Your email game’s about [Add or remove the current number of steps as needed]
to get so much stronger]: *Pro* tip 1
out of 3 If you need *any* help getting your [paid plan name] account set up at all, reply to
this email. We’ll get right back to you.

Glad you’re here,

[Signature]
 Heya {{user.first_name | capitalize | default: "there" }},

Have you ever wanted to [get benefit]? Great news: now you can, with [paid feature
#2]!

Step 1:
[Instructions]

Newly Upgraded [photo or GIF demonstrating where in the app to take action]

Step 2:
[Instructions]
Message 2 of 3 [photo or GIF demonstrating where in the app to take action]

Subject: *Pro* tip 2 out of 3: [get Step 3:

benefit] with [paid feature #2] [Instructions]
[photo or GIF demonstrating where in the app to take action]

[Add or remove the current number of steps as needed]

Hope you’re enjoying your [paid plan name] so far! We’ll send you one last pro tip in
a few days to help you get the very most out of your account. However, if you have
any questions at all, we’re happy to chat sooner — just reply to this email. My team
and I are here for you.

Cheers,

[Signature]
 Hi {{user.first_name | capitalize | default: "there"}},

This is your last little pro tip from us as a new [paid plan name] customer! Today,
you’ll learn how to [get benefit] with [paid feature #3].

Here’s how to get started:

Step 1:

Newly Upgraded
[Instructions]
[photo or GIF demonstrating where in the app to take action]

Step 2:
Message 3 of 3 [Instructions]
[photo or GIF demonstrating where in the app to take action]
Subject: *Pro* tip 3 out of 3: [get
Step 3:
benefit] with [paid feature #3]
[Instructions]
[photo or GIF demonstrating where in the app to take action]

We really hope these tips have been useful, and helped you [do more of what your
product does / do it better than ever before].

Moving forward, please email us *any time* if you need something. We’re here to
help however we can.

Happy [verb your product does]ing!

[Signature]
 @userlist

Switch to Annual
Billing
 Hey {{user.first_name | capitalize | default: "there"}},

Want two free months of your [Product] [plan they’re on] plan? That’s exactly what
you’ll get when you switch to annual billing!

You’re currently paying [$__] / month for [Product] [plan they’re on]. When you

Switch to
switch from monthly to annual billing, you’ll save [$___].

Switching is super easy. Just go to the Billing page of your account [link] to make

Annual Billing the change (you savvy saver, you).

If you have any questions at all about your plan or your billing cycle, just reply and
let us know.
Subject: [$__]' worth of free [Product]
And by the way, thanks so much for being part of the [Product] family. We’re so
grateful to have you on board :)

Have a great day,

[Signature]

PS: If you’d rather stick with monthly billing, no worries — just ignore this email,
and nothing will happen.
 @userlist

Ask for a Review

Follow up with users who have been getting value from
your product, asking them to write a review of your
product on Capterra or another popular site.
 Hey {{user.first_name | capitalize | default: "there"}},

We’re so, so glad you’ve enjoyed [doing whatever product does] with us 🙏
Since you’ve been getting value from [Product] so far, I have a quick ask: would you
be open to sharing your experience by writing up a short review?

Ask for a Review

The more positive reviews we receive, the easier it becomes for others to find out
about [Product], too! No lengthy paragraphs required (unless that’s your style) —
even 1-2 short sentences would mean the world to us.

If you’re interested, you can leave a quick review…

Subject: Help spread the word?

• On [Review Site #1]

• On [Review Site #2]

Either way, I’m so grateful to know you’ve been getting value from [Product] —
I really mean it when I say we’re glad you’re here.

Please let me know if there’s anything I can help you with directly. Otherwise, have
a great day!

Thank you again,

[Signature]
 @userlist

Offer Support
Proactively
Offer Support
Hi {{user.first_name | capitalize | default: "there"}},

I noticed you [action they took to indicate that they need help, e.g. searched your

Proactively Knowledge Base].

I just wanted to reach out and check: did you find what you were looking for?

Subject: Did you find what you were If so, great! If you could still use some help, feel free to reply to this email. The
looking for? [Product] team is here to lend a hand.

Talk soon,

[Signature]
 @userlist

NPS Survey
In this campaign, ask your users to rate their satisfaction
with your product using the Net Promoter Score.
 Hey {{user.first_name | capitalize | default: "there"}},

We’re so grateful to have you on board as a customer — and we’re working

constantly to make [Product] as valuable as possible to you.

One big piece of that process? Hearing from you! Your feedback means the world
to us, because it helps us figure out what we should focus on.

NPS Survey If you don’t mind, could you take a second (truly, 1 second) to let us know we’re
doing? We really want to know what you think.

Subject: Little help? How likely are you to recommend [Product] to a colleague or friend?

1 = not at all likely

10 = extremely likely

[ 1 ] [ 2 ] [ 3 ] [ 4 ] [ 5 ] [ 6 ] [ 7 ] [ 8 ] [ 9 ] [ 10 ]

Looking forward to your input. Thanks so much!

[Signature]
 @userlist

Upcoming
Payment
Giving your customer an upcoming payment notification can
dramatically reduce failed charges (and reduce time spent
on refunds). You should be using repeatable campaigns to
trigger this campaign every time, not just once.
 [Greeting line]

This is a friendly reminder that your [Product] charge is coming up in 2 days. We’ll
bill your card on {{user.next_billing_on | date: "%A, %b %d"}} based on your [Plan

Upcoming Name] (see our pricing page for reference).

Payment
If you don’t want to continue your subscription, you can cancel any time
in Settings.

[Signature]
Subject: Friendly billing reminder from
[Product]
 @userlist

Failed Payment
Recovery
There’s a number of reasons why any of your customers (even the
most loyal ones) may have a failed payment at any time: an expired
card, card number change, exceeded card limit, etc. A lot of that can
be fixed by automating your failed payment recovery process (also
known as dunning).
Failed Payment
[Greeting line]

We attempted to charge your card as planned, but sadly the payment didn’t go

Recovery through. Can you please take a minute to review your card details? If everything
looks right, please reply to this message & we’ll investigate.

Message 1 of 3 [Signature]

Subject: We’ve got a problem with your

[Product] payment
Failed Payment
[Greeting line]

It’s been a few days past your billing date, and unfortunately we’re still unable to

Recovery charge your card. Can you please update your billing details?

Click here to update your billing details

Message 2 of 3
[Signature]
Subject: Action required: payment
problem with your [Product] account
Failed Payment
[Greeting line]

Recovery
We’ve been attempting to charge your card for a while according to your [Plan
Name], but haven’t had any success. To keep your subscription active,
please update your card details as soon as you can.

Message 3 of 3 If we don’t hear from you in another [5 days], your subscription will be cancelled.
Your data will be safe for another [30 days] before the account is ultimately deleted
(as sad as it sounds).
Subject: Sadly, your [Product] subscription
will be cancelled in [5 days]
[Signature]
 @userlist

Cancellation
Survey
This campaign will help you figure out why your users churn, collect
important feedback, and create meaningful personal connections
for the future.
 Hey {{user.first_name | capitalize | default: "there"}},

Cancellation
I noticed you recently canceled your [Product] subscription, and was hoping to
learn more about how using [Product] went for you.

Survey We’re working super-hard to make [Product] the best [product type] tool out there,
and your input is a big part of that. Hearing your experience helps us figure out
what we should focus on and improve.

Subject: Your input? If you don’t mind, I’d be so grateful if you hit reply and let me know why you
downgraded. Was there something you were hoping to find inside the product, but
didn’t? Was there a shift in your business, and you don’t need [benefit product
provides] anymore? Or was it something else entirely?

Looking forward to your input — thanks so much,

[Signature]
Bonus
stories
Let's draw inspiration from some
of the SaaS founders we
interviewed for the BDTP show.

https://userlist.com/podcast
 Kristina Quinones https://userlist.com/podcast/helping-
Meet Edgar users-do-their-work-with-kristina-
quinones/

Content batching parties

There’s a lot of frontloading of work that has to
be done before Meet Edgar can do anything for
the user. To address that, they set up monthly
workshops called content batching parties.
 Christopher Gimmer https://userlist.com/podcast/templates-
Snappa onboarding-videos-with-christopher-
gimmer/

More & better templates

Snappa is a tool for creating online graphics,
and they take templates to the next level. A
graphic designer works alongside a marketer to
make sure their templates meet modern
marketer's needs. They also measure
performance for each template.
 Jordan Gal https://userlist.com/podcast/radical-
CartHook onboarding-experiments-with-jordan-gal/

Radical lead screening

CartHook's team was spending too much effort
on trials that would not become successful
customers. They put up an application process
for all new customers, reducing signups from
400 to 20 per month.
Download free printable
worksheets
https://userlist.com/worksheets-download/