Onboarding emails are the first interaction you have with a new visitor who just signed up. Because such visitors have high intent at that point, you’ll want to take advantage of the activation opportunity. Test new versions of your onboarding emails, and then compare their performance with that of the previous versions. This process will lead to an improvement in your activation rate, as well as a better understanding of what drives your visitors to action. Here’s how to tackle that process in 4 steps.
Add UTMs to any links that appear in your current onboarding emails. Already got this? Good for you! Move on to Step 2.
Analyze how your current onboarding email performs.
Instead of just checking open and click rates, analyze how many people come to your site from that email and complete the action you want them to.
To find this data in Oribi, go to the UTMs section (located under Channels). Toggle the switch at the top to Conversion Rate, click By Campaign, and then look for the relevant campaign in the list. Check the conversion rate for the action you want visitors who come from this campaign to take.
Test out a new version of your email.
Try to improve the current version of your onboarding email, and include a new UTM link that represents the new version (you can change the campaign name to something like “new_ onboarding_email_version1”). Give it a week (or at least 100 visits from the email), and then test the results. Although A/B testing is usually the best way to measure which of two versions works best, a sequential test will also work as long as the traffic you send to your site isn’t fundamentally different from one phase to the next.
Learn from your results.
Looking at the test you ran in Step 3, try to understand what kind of messaging drives your visitors to action.
Repeat this process until you’re satisfied with the conversion rate. You can use the same process to analyze the other types of emails you send in your activation process. Use what you learned in Step 4 to nail your messaging.
We know these tests might take some time to complete, but optimizing these emails can have a huge impact. After all, users who barely know your service yet just gave their email addresses to you. Their intent is high, so tapping into their motivation is an easy win.