If you’re running a SaaS, an app, or anything that needs onboarding, automated emails are a must. But getting them set up—especially in a tool like Vero—can feel more complicated than it should. This guide is for anyone who wants to get onboarding emails working quickly, without falling into the weeds or buying into hype about “set-and-forget” automation. I’ll walk you through the real steps, point out what matters, and call out what you can safely ignore.
Why bother with onboarding email sequences?
If you’re reading this, you probably already know the answer: onboarding emails get users to actually use your product. They’re not just reminders—they’re your chance to answer questions, show value, and keep folks from quietly drifting away. The trick isn’t sending more emails, but the right emails, at the right time.
Step 1: Get your basics in place
Before you even log in to Vero, you need a couple of things sorted:
- A list of the key actions users should take. Don’t overthink it. What are the 3–5 steps that separate a casual signup from someone getting value?
- A rough idea of your sequence. Sketch out your emails on paper or a doc. Example: “Welcome,” “How to set up X,” “Did you know you can do Y?” and “Let’s get you to Z.”
- User data in Vero. If you haven’t integrated your product with Vero yet, do that now. You’ll need at least email addresses and a way to track user actions (events). If your dev team is helping, point them to Vero’s docs and make sure the core actions you care about are firing as events.
- A basic Vero account. Stick with their “Workflows” feature for this guide. You don’t need every bell and whistle.
Pro tip: Don’t obsess over a perfect first draft. You can—and should—tweak as you go.
Step 2: Map out your onboarding flow in plain English
It’s tempting to jump straight into the Vero workflow builder, but you’ll waste time if you haven’t mapped out what should trigger each email. Here’s a simple way to do it:
- What triggers the sequence? Usually, a user signing up or logging in for the first time.
- What happens if they finish onboarding fast? Should they stop getting intro emails? (Usually, yes.)
- What events matter? List out the actions Vero should listen for, like “completed profile,” “invited teammate,” or “used feature X.”
Write this down somewhere you’ll reference—trust me, it’ll save you headaches.
Step 3: Set up your user data and events in Vero
You can’t automate what you can’t track. In Vero, this means:
- Importing your users. You can do this via CSV or API. If you’re already sending event data from your product, skip ahead.
- Setting up event tracking. Ask your devs (or do it yourself) to send the key actions to Vero as events. The names don’t have to be fancy, just clear. (“profile_completed” beats “evt_1234.”)
- Testing events. Actually trigger these events yourself and make sure they show up in Vero’s event log. Don’t assume anything works until you see proof.
What doesn’t work: Vero can’t guess what your users are doing. If you skip this, your emails will go out at the wrong times, or to the wrong people.
Step 4: Build your onboarding workflow
Now, finally, open up Vero and build your sequence:
- Go to the Workflows section. Click “Create workflow.”
- Set your trigger. Usually, it’s the “user signed up” event. If you want to get fancy, you can trigger off other actions, but don’t overcomplicate this at first.
- Add your first email. Drag in an email action. Write your welcome email. (Keep it short and friendly. No one wants to read a novel right after signing up.)
- Add delays. You can space out emails—“Wait 1 day,” then send the next tip or guide.
- Add conditional logic (optional). Want to skip “complete your profile” emails if someone already did it? Add a filter: “Only send if profile_completed is false.”
- Repeat for each step. Keep building out your sequence. For each step:
- What’s the goal of this email?
- What event (if any) should skip or trigger it?
- How long should you wait between emails? (Be honest—daily is usually plenty.)
Pro tip: Don’t get lost adding a dozen branches “just in case.” Start simple—one main path, with maybe one or two skips for obvious cases.
Step 5: Write emails that don’t suck
Vero’s email editor works fine, but it won’t magically make your emails good. Here’s what actually helps:
- One focus per email. Don’t cram five calls-to-action into one message.
- Keep it human. Write like a real person, not a bot or a marketer. If you wouldn’t say “unlock the full potential of our platform,” don’t write it.
- Use clear subject lines. “Welcome to [Product]” and “How to [Do Main Thing]” beat vague or clever ones.
- Add a single, clear button or link. Don’t make users hunt for what to do.
- Don’t over-design. Plain text emails often get better engagement than fancy templates.
What doesn’t work: Generic “Let us know if you have any questions” emails with zero context. If you want replies, ask a real question.
Step 6: Test your workflow like a real user
Don’t skip this. Automation is only as good as your testing.
- Create a test user account. Go through your actual signup flow.
- Trigger each event in your product. Watch Vero to see if the right emails send (and if they skip when they should).
- Check email formatting. Make sure links work, images load, and nothing lands in spam.
- Test weird cases. What happens if someone completes onboarding in 10 minutes? Do they still get “reminder” emails?
Pro tip: If you find bugs, fix them before you go live. You only get one shot at a first impression.
Step 7: Turn it on and watch what happens
Once you’re happy with your sequence:
- Set the workflow live.
- Monitor results. Vero shows open rates, clicks, and who’s getting what. Don’t obsess, but do check that things are actually sending.
- Look for obvious drop-offs. Are people bailing after the first email? Maybe your follow-ups are too soon, too late, or just not useful.
If people are replying with the same questions, your emails probably aren’t answering what they need. Adjust accordingly.
Step 8: Iterate, don’t overthink
Here’s the honest truth: your first version won’t be perfect. That’s normal. The worst thing you can do is build some monster workflow you’re afraid to touch later.
- Tweak timing based on engagement.
- Cut emails that no one opens or that annoy people.
- Add a new tip or FAQ if you keep hearing the same confusion.
You’re not writing the onboarding process in stone. Start with the basics, get it running, and improve it over time.
Wrapping up
Automated onboarding emails in Vero aren’t magic, but they’re a huge help if you keep things simple. Focus on the moments that actually get users to stick around, set up your sequence with clear triggers, and write like a real person. Test everything. Don’t worry about “perfect”—just launch, watch, and adjust. The best onboarding is the one that’s live and evolving, not the one gathering dust in your drafts.