If you sell SaaS, you know first impressions matter. A clunky onboarding flow doesn’t just annoy new users—it costs you real money in churn and lost upgrades. This guide is for anyone who’s tired of vague “best practices” and wants a step-by-step walkthrough for building a real onboarding email sequence in Intercom. If you want practical advice, honest tips, and a few warnings about common traps, you’re in the right place.
Why Onboarding Emails Still Matter
Let’s get this out of the way: yes, lots of people ignore email. But onboarding emails still work for SaaS, especially if you keep them short, relevant, and timed right. Pop-ups and in-app nudges are fine, but emails reach users after they close your app—where a lot of churn decisions happen. Ignore email, and you’re leaving activation (and revenue) on the table.
What You Need Before You Start
Don’t jump into Intercom and start writing emails yet. Get these basics sorted out first:
- A clear understanding of your user journey: Where do users get stuck? What’s the minimum they need to do to get value?
- A rough idea of your “aha moment”: What action separates people who stick from those who drop off?
- Access to your Intercom workspace: With permission to create messages and automations.
- A list of key user events: These are actions you’ll track (signup, project created, invite sent, etc.).
If you don’t have these, you’ll end up guessing—and your emails will sound like generic nagging.
Step 1: Map Out Your Onboarding Flow
Before you write a single subject line, sketch out the journey new users take in your product. This doesn’t need to be fancy—pen and paper is fine. Ask yourself:
- What are the must-do steps for a new user? (e.g., connect data, invite a teammate)
- Where do most people drop off?
- What’s the “aha moment” where users finally get why your product matters?
Pro tip: Don’t try to fix everything at once. Focus on 2-3 key steps you know make a difference. If you aren’t sure, check your analytics or just talk to a few recent users.
Step 2: Decide What Each Email Should Do
Every email in your sequence should have a single, clear goal. Not “increase engagement”—that’s too vague. Think:
- Get users to complete their profile
- Show how to invite a teammate
- Explain how to set up their first report
What works: - Short, actionable emails with one call to action (CTA) - Real examples or quick tips—skip the “Welcome to our platform!” fluff
What doesn’t: - Sending a barrage of emails on day one - Generic “let us know if you have questions” sign-offs (no one replies)
Typical SaaS Onboarding Sequence (for inspiration):
- Welcome & Quick Start: Sent right after signup. Sets expectations and links to your main getting started action.
- Key Feature Highlight: Sent 1-2 days later. Shows off the feature that matters most.
- Social Proof or Case Study: Sent 3-5 days later. Shares how others found value.
- Reminder or Nudge: Sent if they haven’t hit your “aha moment.” Friendly, not desperate.
- Personal Check-In: Sent a week or so later, ideally from a real person (even if automated).
You don’t need all five. Three well-timed, useful emails beat a dozen that get ignored.
Step 3: Set Up User Segments and Triggers
This is where Intercom shines, but it’s also where most people get lost in the weeds.
Basics:
- Segments: Groups of users based on attributes (e.g., trial users, new signups, users who haven’t created a project).
- Triggers: The events or conditions that send an email (e.g., 1 day after signup, hasn’t invited a teammate).
How to Set It Up in Intercom:
- Define your audience: In Intercom, use filters like “Signed up less than 7 days ago” or “Has not completed setup.”
- Set entry rules: Decide when someone should start getting your sequence (e.g., after account creation).
- Choose exit criteria: Stop sending emails once users complete your target action. Don’t keep bugging folks who’ve already done what you wanted.
Pro tip: The more targeted your segments, the better your emails will perform. Resist the urge to blast the same message to everyone.
Step 4: Write the Emails (Keep It Human)
Nobody wants to read walls of text or generic marketing copy. Here’s how to keep your emails effective:
- Keep it short: 3-5 sentences is usually enough.
- Use plain language: Skip jargon and formalities.
- Make your CTA obvious: A big button or a simple link—don’t hide it.
- Add a real name/signature: People respond better to emails that feel like they came from a human.
Example Email (for inspiration):
Subject: One step to get the most from [Your App]
Hi [First Name],
You’re almost set! Most people get the most out of [Your App] once they [core action, e.g., connect their data].
[Button: Connect your data now]
Have questions? Just reply—I read every message.
—Alex
What to ignore: - Over-designed templates (plain emails often get better replies) - Lengthy product histories or “why we started this company” stories
Step 5: Build the Sequence in Intercom
Now you’re ready to put it all together. In Intercom, you’ll use the Series tool (or old-school Campaigns, depending on your setup).
How To Set Up a Series:
- Go to Outbound > Series in Intercom.
- Create a new Series and name it something obvious (“New User Onboarding”).
- Add your emails as steps in the sequence. Set time delays or event-based triggers between them.
- Define entry and exit conditions (e.g., starts when someone signs up, exits when they complete setup).
- Test with a dummy account before turning it on for everyone.
Pro tip: Don’t use your main account for testing. Create a throwaway user so you see exactly what new customers see.
Step 6: Don’t Set and Forget—Track, Tweak, Repeat
Most onboarding sequences start out mediocre. That’s normal. The trick is to watch how real users react and improve as you go.
- Track open and click rates in Intercom: If numbers are low, your subject lines or timing probably need work.
- Look for drop-off points: Are people ignoring the second email? Maybe you’re sending it too soon.
- Ask for feedback: A quick “Was this helpful?” link actually gets clicks. Don’t overthink it.
What matters: - Are more users reaching your “aha moment” after getting the emails? - Is the support team getting fewer “how do I get started?” tickets? - Are trial conversions improving?
If not, change one thing at a time and see what happens.
Pro Tips (From Hard-Won Experience)
- Skip the all-in-one welcome email. Spread out info over a few days.
- Don’t worry about fancy HTML. Plain text almost always works better for onboarding.
- Automate, but sound human. Use merge tags for names, but avoid creepy levels of personalization.
- Don’t drown users in tips. Focus on one action per email.
Keep It Simple—And Iterate
You don’t need a 10-step sequence or pixel-perfect templates to make onboarding work. Start with 2-3 targeted, helpful emails. Watch how users respond. Tweak, remove, or add as you go. The best onboarding flows are never “done”—they just keep getting a little better.
If you’re stuck, remember: what helps users take the next step? That’s your next email. Everything else is noise.