Through the process, Scott added layers of complexity, from machine learning to Clearbit data, all over the course of 13 months. He talked to marketer friends, read blog posts, and listened to users who responded to his onboarding emails to improve each one. This helps them automate part of the sales process for users that only need a self-service product, which reduces overhead while scaling their small team of two people (they act more like a team of 10).
Considering that his version-one onboarding emails basically all just said, “here are three things to do, let me know if you want a demo,” his emails have come a long way.ĬloudApp’s onboarding emails now have layers of data manipulation in order to prioritize and personalize each outreach. When Scott Smith, CloudApp’s VP of Sales and all-around good guy, first turned his focus to his user onboarding emails, he had no real direction to follow.
It was originally published in the Customer Onboarding chapter of Clearbit’s Data-Driven Marketing ebook.
CLOUDAPP SIGN IN SERIES
This blog post will dive into how one such organization, CloudApp, crafted a data-driven and personal onboarding email series that hit all the right notes and made a difference on the bottom line. Emails help welcome new users, get them back into the product during periods of low engagement, and convert them into customers.Ī well-orchestrated email campaign is especially important for products that want to achieve high free trial-to-paid conversion rates and maintain a lean sales organization. While the most crucial parts of the new user experience occur in the product, email is still a valuable channel for onboarding.
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