Email Onboarding Framework: The Dinner Party Strategy
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I recently came across a fantastic talk by Val Geisler, an email onboarding expert who shared a simple yet effective framework for email onboarding. If you've ever felt overwhelmed about what emails to send during onboarding or worried about over-emailing your list, this approach is for you. Let's dive in and make your emails more engaging and enjoyable for your audience.
What you'll learn
How to structure your email onboarding using the Dinner Party Strategy
Tips for creating personal and valuable emails that resonate with your subscribers
Ways to keep your audience engaged without overwhelming them
The Dinner Party Strategy: An email onboarding framework
I love using metaphors to help ideas stick, and the Dinner Party Strategy does just that for email onboarding. Think of your email sequence like hosting a dinner party—you don't serve dinner the moment guests walk in. There's a flow and a build-up that keeps guests engaged. Let's break it down:
👋 Welcome email: saying hello
Your welcome email is like greeting guests at the door. Make it personal and friendly. Instead of the usual "Welcome to [Your Brand]," try something different to stand out. For example, Drift (acquired by Salesloft in Feb 2024) was one of the first companies where the first email had “Just saying hey" as their subject line, accompanied by a casual video message. It's approachable and sets a warm tone.
🍞 Appetizers: bringing early value
Before diving into your product, offer something valuable. This could be helpful tips, insights, or resources that benefit your subscriber. For instance, a proposal software might highlight popular templates that save time. It's about adding value without immediately pushing your product.
🍝 Main course: introducing your product
Now it's time for the main event—your product. This email focuses on how your product solves problems for your customers. It's not about listing features but relating them back to the customer's needs. Remember, it's the third email, not the first, where you delve into product details.
🌮 Side dishes: offering additional value
Side dishes enhance the main course, just like extra content enhances your email sequence. Share in-depth guides, ebooks, or courses that provide further value. CoSchedule, for example, sends comprehensive content that helps users get the most out of their marketing efforts.
🍰 Dessert: a sweet bonus
As you approach the end of a trial or promotional period, offer a little something extra to encourage action. This could be a discount, a free trial extension, or a referral bonus. It's that final touch that can prompt subscribers to convert.
📨 Return invite: keeping the connection alive
Onboarding doesn't end when the trial does. Invite your subscribers to come back or stay engaged, even if they haven't converted yet. A simple email from monday.com, for instance, offers a trial extension, encouraging users to give it another go.
🪤 Avoiding the spam trap
To ensure your emails get opened and read:
Be useful: Provide content that offers real value.
Be personal: Write in a way that feels like a one-on-one conversation.
Limit distractions: Keep your emails focused with clear calls to action.
An email with a specific purpose and minimal distractions increases engagement and conversion rates.
📌 Putting it all together
Creating high-value onboarding campaigns is absolutely doable, even if you're new to it. By following the Dinner Party Strategy, you can build genuine relationships with your subscribers, which can significantly impact your business. Remember, email onboarding is all about testing and refining—there's no one-size-fits-all solution. Keep your emails straightforward, valuable, and personal. Now it's time to put this strategy to work. I'd love to hear how it goes for you!
As Einstein said, "Everything should be made as simple as possible, but not simpler."
📈 Improve your customer onboarding and activation
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See you at the next one,
Akis 👋