SaaS Onboarding Email Examples and What You Can Learn

When it comes to turning new signups into active users, onboarding emails are one of the highest leverage tools SaaS marketers have. A well-structured onboarding email sequence helps users experience product value early, reduces churn, and builds confidence.

In this article, we’ll break down 7 real onboarding email examples from well known SaaS companies, along with what makes them work. Feel free to use these examples as inspiration for your own onboarding flows!

Why onboarding emails matter

A good onboarding email sequence serves multiple goals:

• Drive activation: Help users take meaningful first steps inside your product.
• Build confidence: Show users that the product can solve the problem they came to solve.
• Increase conversion: Move free users toward paid plans by demonstrating value early.
• Reduce friction: Proactively answer questions and guide users before they get stuck.

Key elements of a good onboarding email sequence

• Clear subject lines. Let users know exactly what each email covers.
• Simple first steps. Focus on fast wins rather than full product mastery. 
• Concise copy. Keep each email short and targeted to one action.
• Visuals or gifs. Show the product experience wherever possible, a tool like HowdyGo makes this much easier.
• Clear single CTA. Every email should drive one outcome.
• Behavior-based sequencing. Adjust emails based on what the user has or hasn’t done.

7 Real SaaS Onboarding Example Examples to Learn From

1. Clay: Structured 6-Part Onboarding Sequence with Clear Progression

Clay helps sales teams automate prospecting and enrichment with AI-powered lead workflows.

You can view Clay’s full onboarding sequence interactively below:

Clay’s onboarding sequence is structured as a 6-part guided walkthrough. Each email is tightly focused on one actionable step, progressively building up a complete end-to-end workflow. From the start, the subject lines make it clear how many steps there are, setting expectations for the full sequence.

Subject lines:

• Welcome to Clay! (1/6)
• Find your first leads (2/6)
• Clay enrichment basics (3/6)
• Supercharge your data with AI (4/6)
• Export your Clay table (5/6)
• Level up your Clay workflows (6/6)

Sequence structure:

• Email 1 (Welcome): High-level value proposition with simple language like "saving you countless hours of manual work." First CTA is to start the Clay University 101 Course. The email also outlines what's coming next, previewing the 6-step learning path.
• Email 2 (Find Leads): Walk through creating your first table and finding companies. Includes step-by-step visuals breaking the process into simple actions, from creating the table to filtering leads and finding people at those companies.
• Email 3 (Enrichment Waterfalls): Introduces Clay's key enrichment feature. The email explains how to build enrichment waterfalls, select data providers, and customize workflows.
• Email 4 (AI-Powered Research): Introduces Claygent, Clay’s AI enrichment tool. The email includes specific use cases for research, like summarizing LinkedIn profiles or analyzing Gong transcripts. A simple CTA invites users to "Try Claygent in your table."
• Email 5 (Exporting Data): Guides users through exporting their enriched data back into CRMs. Again, broken down into simple steps with bonus tips for handling mappings, unique identifiers, and auto-updates.
  Email 6 (Level Up): Completes the core workflow and introduces further resources like Clay University, the Clay Blog, and templates to help users build more advanced use cases.

Why it works:

Clay’s sequence is an excellent example of onboarding as guided training. Each email is highly focused, short, actionable, and visually broken into digestible steps. The sequencing builds skill and product confidence step-by-step, and the user always knows what comes next. The full sequence moves users from zero to a complete workflow over six emails, but never overwhelms the user in any single message.

2. ActiveCampaign: Persistent Behavior-Triggered Setup Sequence

ActiveCampaign is a marketing automation platform combining email, CRM, AI-powered personalization, and omnichannel engagement.

You can view ActiveCampaigns full onboarding sequence interactively below:

ActiveCampaign uses a persistent, behavior-driven onboarding sequence heavily focused on getting users to complete trial setup. The messaging evolves as users delay activation, layering in benefits, AI features, integrations, and customer proof points to re-engage interest.

Subject lines:

• Your 14-day free trial is waiting for you
• Try the top-rated marketing automation platform
• Marketing automation meets AI
• Ready to activate your free trial?
• Connect with 950+ of your favorite apps
• Up to 66% growth with marketing automation?
• Don’t lose access to your free trial account

Sequence structure:

• Email 1 (Initial trial prompt): Primary value pitch and trial invitation. Highlights feature set immediately: marketing automation, email marketing, CRM, AI tools, and analytics. Reinforces no credit card required to lower friction. CTA: Finish trial setup.
• Email 2 (Nudge with feature overview):
  Detects partial signups. Reinforces benefits like automation, omnichannel marketing, and drag-and-drop email builder. Adds link interactive demo to see features.
• Email 3 (AI capabilities highlight):
  Spotlights ActiveCampaign’s newer AI-powered features:
• • AI brand kit for email templates.
  • AI image generator.
  • Predictive sending.
  • AI-built automations.
  • CTA: Finish trial setup.
• Email 4 (Simple reminder with human support option):
  Friendly tone emphasizing 5-step quick setup. Offers free strategy session with Growth Sales reps.
• Email 5 (Integrations showcase):
  Highlights 950+ integrations across CRM, ecommerce, events, marketing tools, and social ads. Positions ActiveCampaign as highly compatible with users' existing stack.
• Email 6 (Customer proof & ROI stats):
  Social proof case study from Kommunicate, showing 66% growth through automation. Includes customer quote, dynamic personalization stats, and CTA to speak to sales.
• Email 7 (Final warning):
  Closing urgency email: "Don’t lose access to your free trial account." Repeats that setup only takes 5 minutes. Repeats the offer of a sales call.

Why it works:

• Highly behavior-based, constantly detecting incomplete trial setups and targeting accordingly.
• Varies the angle in each email to re-engage interest: benefits, features, integrations, AI, ROI stats.
• Always makes it feel easy to take action, using phrases like “just 5 steps” or “a few clicks away.”
• Offers live human assistance early and often, reducing anxiety about getting started.
• Keeps friction low with no credit card messaging throughout.

3. Asana: Feature Layered Onboarding With Timed Progression

Asana helps teams manage projects, tasks, goals, and workflows with visibility across the organization.

You can view Asanas’s full onboarding sequence interactively here:

Asana’s onboarding sequence is designed to progressively educate users on key features that drive team collaboration, clarity, and ultimately upgrade conversion. Each email layers in a different value prop over the course of the trial.

Subject lines:

• Your Asana trial starts today
• Give your teams the clarity they need
• Help your teams make a bigger impact with AI
• Discover the power of connecting your work to goals
• Your trial is done—but work isn’t

Sequence structure:

• Email 1 (Trial start): Welcomes users and reinforces core value props: "Leaders say Asana creates clarity, helps everyone make an impact, and scales."
  Introduces first actions:
• • Create a project. Add tasks and connect them to goals.
  • Explore 300+ integrations.
  • Invite your team.
• Email 2 (Visibility & team clarity):
  Positions Asana as a central source of truth for teamwork. Promotes project views (Calendar, Gantt), portfolios, and custom fields for tracking. 
• • CTAs: Contact Us & Try yourself
• Email 3 (AI capabilities):
  Introduces Asana AI features to save time and minimize busywork:
• • Smart rules for automation.
  • Smart fields for organizing work.
  • CTAs: Contact Us & Try yourself.
• Email 4 (Goal setting, halfway checkpoint): Reinforces company-wide clarity by connecting work to organizational goals. Additionally a reminder that "teams deliver 3x more high-priority work when projects connect to goals." Midway nudge: "You’re halfway through your Asana trial."
• Email 5 (Trial end upsell): Sent at trial expiration. Reassures users they won’t lose work. Encourages upgrading to regain access to premium features like Goals, Portfolios, and AI with the CTA: Choose a plan.

Why it works:

• Asana times feature education to match typical user progression across trial stages.
• Early focus on simple setup, inviting teammates, and building projects.
• Mid-trial shifts to higher-value features like AI automation and goals.
• Reinforces ROI language consistently (clarity, team impact, time savings).
  Friendly tone maintains low friction, while lightly encouraging upgrade at trial end.

4. ClickUp: Self-Serve Hub Plus Webinar-Driven Onboarding

ClickUp is an all-in-one productivity platform for managing tasks, projects, docs, goals, and team collaboration.

You can view Clickup’s full onboarding sequence interactively here:

ClickUp uses a hybrid onboarding approach that combines upfront resource hubs, interactive product education, and live webinars. The emails guide users through core product concepts like hierarchy, task management, views, and integrations, while offering multiple ways to engage based on user preference.

Subject lines:

• Warm chocolate ClickUp cookies
• Open up to a new era of productivity
• Organize with ClickUp’s hierarchy
• New to ClickUp? Check out our beginner's webinar! 🚀
• 15+ views to help you visualize your work
• Master ClickUp in our Beginner Webinar—Sign up today! ✨
• Here's your last chance to join the ClickUp Beginner Webinar! ✨

Sequence structure:

• Email 1 (Welcome Hub):
  Opens with "Welcome to the future of work." Presents a complete resource hub with links to:
• • ClickUp University
  • Product demos
  • Support docs
  • 24/7 chat support
  • Integrations and imports from other tools
  • Download apps across desktop, mobile, and browser. 

Also includes a playful CTA to "Click here for the best chocolate chip cookies we've ever had."

• Email 2 (Task management intro): Explains Clickup’s value proposition. Highlights subtasks, custom fields, multiple assignees, and AI-powered task summaries. Introduces "task types," rich descriptions, and collaboration tools.
• Email 3 (Hierarchy education):
  Walks users through ClickUp’s organizational hierarchy: Workspace > Spaces > Folders > Lists > Tasks. Emphasizes how this helps teams structure work logically.
• Email 4, 6 & 7 (Webinar push):
  Multiple emails drive users to join a live ClickUp Beginner Webinar, including:
• • Webinar invitations
  • Reminder emails
  • Final last-chance email before the event
  • Webinars cover: navigation, hierarchy, task creation, collaboration, views, and productivity features.
• Email 5 (Views-focused education):
  Teaches users about ClickUp’s 15+ views:
• • List View
  • Board (Kanban)
  • Gantt
  • Team View for resource management

Additionally includes testimonials and real-world examples from existing customers.

Why it works:

• Offers multiple learning paths: live webinars, on-demand resources, product demos, and written guides.
• Introduces core product concepts like hierarchy and views early to reduce confusion.
• Reinforces ClickUp's broad feature set without overwhelming users in any one email.
• A friendly, upbeat tone keeps emails approachable.

Multiple CTAs give users choice based on their learning preference.

5. Typeform: Multi-Step Progress-Based Onboarding Sequence

Typeform helps businesses create interactive forms to capture leads, run surveys, and personalize data collection.

You can view Typeform’s full onboarding sequence interactively here:

Typeform uses a highly visual, progress-based onboarding sequence designed to guide users from signup to paid plans over several steps. Each email builds on prior actions, shows visual progress, and introduces more advanced features as confidence builds.

Subject lines:

• Welcome! You’re 20% of the way there 📈
• What tools will you connect? 🌉
• You’re missing something important! 🏆
• Finish strong 🌟

Sequence structure:

• Email 1 (Welcome, 20% complete):
  Starts with a benefit-led hook: "Want more customers and more sales?" Invites users to watch a two-minute product video. Encourages users to build their first form using templates or start from scratch. Introduces advanced resources like data enrichment, integrations, and lead generation guides. Light upsell mention of Typeform for Growth as a plan option.
• Email 2 (Integration, 40% complete):
  Sent once the user has created their first form. Highlights the importance of connecting tools: CRMs, marketing automation, and payment providers. Groups integrations into clear categories, making setup easy. Keeps users aware of progress: "Keep going - you’re 40% of the way there."
• Email 3 (Advanced features reminder):
  Focuses on features the user hasn’t yet explored. Introduces branding, personalization, and scoring tools to improve lead quality and conversions. CTAs encourage users to try out these advanced capabilities directly.
• Email 4 (Upsell CTA, Finish strong): Congratulates users: "You’re pretty much a guru." Pushes for plan upgrades to unlock more features. Offers both Core and Growth plan recommendations. Uses light language and positive reinforcement to make the upsell feel earned.

Why it works:

• Typeform blends progress-tracking with feature education, building confidence with each milestone.
• Uses highly visual, skimmable layouts with lots of product imagery.
• Progress percentages ("20% complete", "40% complete") give users a sense of momentum.
• Upsell is introduced early but made more prominent after value is demonstrated.
• Each email stays focused on one stage of the journey to avoid overwhelming the user.

6. Customer.io: Behavior-Based Onboarding with Progressive Nudges

Customer.io is a customer engagement platform for building automated messaging workflows across email, SMS, and more.

You can view the Customer.io onboarding sequence interactively below:

Customer.io’s onboarding sequence starts with a light personalization based on signup data, then adapts based on whether users complete key setup steps. As the trial progresses, the messaging becomes increasingly focused on encouraging users to explore core product functionality before their trial ends.

Subject lines:

• Welcome to Customer.io! 👋
• Dive into Customer.io with these next steps
• No time to explore Customer.io?

Sequence structure:

• Email 1 (Welcome):
  Personalized greeting based on signup data, recommending one specific next step: "Explore sending messages in our campaign workflow builder." Also introduces domain verification as an important technical step for deliverability. CTA: Start this adventure.
• Email 2 (Progressive setup):
  Follow-up email if onboarding steps remain incomplete. Introduces these three recommended actions:
• • Get to know your audience (explore people, attributes, segments)
  • See how we automate sending messages with a campaign template
  • Send a test email with the drag-and-drop builder

Includes domain verification steps again to reinforce successful message delivery.

• Email 3 (Final reminder):
  If actions are still incomplete, Customer.io sends a friendly final nudge: "It looks like you still have some onboarding steps to complete." Repeats the same three setup actions to encourage product engagement. Friendly closing to reduce pressure: "We hope these help you understand how to use the platform."

Why it works:

• Customer.io progressively adjusts its onboarding based on user behavior, nudging incomplete setups with timely reminders.
  Light personalization early, combined with specific next steps, reduces cognitive load.
• Technical setup like domain verification surfaced early but framed as helpful, not intimidating.
• The tone stays friendly, light, and low-pressure throughout.

7. Intercom: Simple Single-Step Activation Email

Intercom is an AI-powered customer service platform for live chat, bots, and support automation.

Unlike most onboarding sequences, Intercom keeps its onboarding touch very light. After signup or interest, they send a single, highly focused activation email that drives users straight into a trial.

Subject line: Thanks for checking out Intercom!

Email content:

• Opens with product positioning and social proof: "Intercom is the only complete AI-first customer service platform. More than 25,000 companies—including Living Spaces, Coda, and Atlassian — trust us…"
• CTA: Start your free trial with no additional setup steps or onboarding instructions.
• Presented as if sent by the VP of Product (Brian Donohue), though clearly system-generated.

Why it works:

• Intercom likely assumes most recipients are already somewhat familiar with the product.
• Focuses on pushing warm leads directly into trial activation rather than guiding them through setup flows.
• Using the VP of Product persona adds implied authority and credibility without requiring personal outreach.
• Keeps friction minimal for users who are ready to dive in.

The Takeaway

The best onboarding emails aren’t complicated, but they are intentional.

Across every example, a few consistent patterns emerge. They set expectations early, give users clear next steps, and focus on helping people experience meaningful value as quickly as possible. The best emails make sure that every minute spent in the product feels like a good investment, especially before full trust in the tool has been built.

They are also concise. The copy is short, clear, and targeted to where the user is in their journey. CTAs are simple. Many of the best examples use lightweight visuals, videos, or GIFs to show users what’s possible without overwhelming them, a tactic that tools like HowdyGo make easy to execute.

And importantly, great onboarding sequences aren’t static. They adapt based on behavior, like ActiveCampaign prompting setup completion, progress, like Asana introducing goals once projects are set up, or user input, like Customer.io recommending specific workflows. Personalization doesn’t need to be complex. Even small adjustments make emails feel more relevant and helpful.

At the core, B2B onboarding emails are about building confidence. Not by listing every feature, but by giving users simple, guided wins that compound into long-term product adoption.