Onboarding email series · SaaS
Loopwork Onboarding Emails
Loopwork, a team-scheduling SaaS, was losing trial users in the first week. The product worked; the welcome emails read like release notes. The brief: a five-email onboarding flow that turns signups into settled teams.
Overview
Loopwork, a team-scheduling SaaS, was losing trial users in the first week. The product worked; the welcome emails read like release notes. The brief: a five-email onboarding flow that turns signups into settled teams.
We mapped the moments new users stall — inviting teammates, first schedule, first report — and wrote one email per moment: short, plain-spoken, each ending in a single obvious next step.
The challenge
Trial-to-paid conversion sagged because activation emails explained features instead of guiding first wins. Users skimmed, stalled and never formed the habit.
Approach
Behaviour-first sequencing: each email targets one activation milestone with a plain-English walkthrough, a customer micro-story and exactly one call to action. Subject lines written for humans, preview text doing the heavy lifting.
What was delivered
Outcome
The client's onboarding flow now reads like a helpful colleague. Support tickets from new users dropped noticeably in the first month after launch, and trial teams reach their first schedule faster.
“Our emails finally sound like the product feels — simple and genuinely helpful.”
Mara Voss, Head of Growth at Loopwork