Connecting with Your Clients & Customers through Automated Onboarding Emails

Email automation without looking into the buyer experience can turn even the most enthusiastic customers into confused – or worse, annoyed – subscribers.

That’s where the fourth step in developing your email marketing automation strategy comes into place: Onboard. This is when someone on your email list goes from subscriber to buyer.

(Or in some cases, begins that buyer journey when they book a call with you.)

From this point forward, we want to make sure your new customers feel valued and supported. One of the best ways to do this is through automated onboarding emails.

This post contains affiliate links. You can read my full disclosure here.

What is an onboarding email flow?

An onboarding email flow, or email sequence, is a series of automated emails that customers receive after they go from subscriber to client or customer. These emails not only thank them for their purchase but also lay out the next steps clearly. This could include instructions on how to access digital materials, book a call, or participate in scheduled events. It also sets expectations for future communication, such as when and how often they can expect to hear from you.

When I’m working one-on-one with my clients, in particular, when I’m doing an Email Automation Audit, I look at what happens inside of their email marketing software when someone on their email list makes a purchase or books a call.

(Keep in mind, depending on your business structure and the other software you use, your automated onboarding emails might not originate from your primary email marketing platform. They could come from systems like Kajabi, ThriveCart, or your calendar booking software.)

Why should you have automated onboarding emails for customers or clients?

With everything you have to manage as a small business owner, adding another task can feel overwhelming. However, here’s why setting up automated onboarding emails is worth the effort:

Saves Time: While creating an automated email sequence requires an initial time investment, it ultimately saves you the time of manually onboarding each new customer. You don’t need to have an entire onboarding series completed before you start selling—you can always add to it later. For example, in some email marketing software like ConvertKit, you can set your automation to send new onboarding emails as you add them to the sequence.

Builds Trust: Onboarding emails reassure both new and returning customers that they’ve made a smart decision. These emails provide the information and support they need, showing that you deliver on your promises.

Establishes a Positive Relationship: These emails deepen the human connection, making customers feel valued from the start. This can significantly boost retention and increase referral rates.

Sets the Tone: Onboarding emails shape the customer’s initial experience with your business. It’s crucial that these emails are positive, welcoming, and informative, as they will set the stage for how customers interact with you in the future.

Saves Times: While creating that automated email requires an investment of time at the beginning, ultimately you save yourself the time of having to manually onboarding each new client or customer. And the thing is you don’t have to have an entire onboarding series completed before people start buying – you can always add to it later. For example, in some email marketing softwares such as ConvertKit’s sequence feature, you can set your automation or workflow so that your subscribers receive new automated onboarding emails as you add to the email sequence.

What is the difference between a welcome email and an onboarding email?

In my opinion, the main difference between a welcome email and an onboarding email lies in the exchange of money. An onboarding email sequence kicks in when someone makes a purchase or hires you, guiding them through the next steps.

(Although an onboarding email can also be helpful for free trials or when accessing a free resource.)

Conversely, a welcome email is part of your overall opt-in email marketing strategy. It’s sent when someone subscribes to your email list or newsletter, welcoming them into your world and laying the foundation for your relationship.

How do you automate your onboarding process while maintaining that human connection?

Planning is required to keep that human element even when things are automated. Here’s how to make that magic happen:

• Use Your Email Marketing Software: Set up your onboarding emails through your email service provider (such as ConvertKit, soon to be Kit), your call booking software, or the platform hosting your content (like Kajabi).
• Organize Your Subscribers: Have a clear plan for organizing your email subscribers who make a purchase. This could be through tagging or segmenting, which then triggers the start of the automated onboarding sequence in your email marketing software.
• Put Yourself in Your Customer’s Shoes: Doing this well requires empathy. Your onboarding sequence should make customers feel reassured and cared for. They should know their transaction went through, understand what happens next, and not receive marketing for a product they’ve already bought.

How do you write an email for the onboarding process? An automated onboarding email example.

To illustrate how effective onboarding emails can be, let’s look at a great example I received from the Institute for Equity Centered Coaching when I joined their membership program, The Exchange, a professional association for coaches & leaders committed to justice, equity, diversity, inclusion, and anti-oppression.

Best practices for crafting & setting up your onboarding email sequence

Automation doesn’t have to feel icky if it’s done thoughtfully, combining both efficiency and a human touch. Here are some best practices pulled from the example above:

1. Timeliness and Automation: The onboarding email was sent immediately after registration, using automation to ensure timely delivery. This prompt communication helped maintain momentum and enthusiasm right after I joined.
2. Clarity from the Start: The email had a clear subject line, “Complete your registration for The Exchange,” which made it immediately obvious who the email was from and what it was about.
3. Human Connection Through Automation: The email included a personal introduction from Char, explaining her role. This added a human touch, making me feel personally welcomed, even though the email was automated.
4. Clear Action Steps: The email outlined five actionable steps, each with simple instructions and relevant links. This made it easy for me to understand what I needed to do to make the most of my membership.
5. Support and Contact: The email encouraged me to reach out directly if I had any questions, showing that the organization was approachable and supportive.
6. Simplicity and Effectiveness: Despite being straightforward, the email covered all essential aspects of onboarding, proving that simplicity can be highly effective in providing a great customer experience.
7. Potential for Advanced Integration: While not necessary, the option for advanced features, such as automated follow-ups based on user actions, can further enhance customer engagement and satisfaction.

Setting up your onboarding automation

Here are the steps to set up an effective onboarding automation:

• Tag and Identify Your Purchasers: Ensure your email system can automatically tag and identify customers who make a purchase. This is crucial for triggering the onboarding sequence.
• Trigger the Onboarding Emails: Typically, the addition of a purchase tag will trigger the onboarding email series within your email marketing software.
• Remove from Sales Sequence: To avoid confusion, make sure customers are removed from any ongoing sales or promotional emails once they’ve made a purchase. This prevents the frustration of receiving marketing messages for something they’ve already bought and helps maintain a positive customer experience.

Even when using automation, your clients and customers deserve to feel appreciated and confident in their choice to work with you or buy from you. By thoughtfully designing your onboarding email flow, you can ensure they feel supported and valued from day one.