THE ONBOA RD IN G EMAIL

FORM UL A™
n g h igh c on ve rting onboarding
crea ti
The proven formula for into p ay ing users.
rn cold trials
emails that tu
 Here’s why you need the Onboarding Email Formula …
If your emails don’t get your users to take action,
qualified trial users will sign up and never turn into
paying customers. It means you’ll have a leaky
bucket, but instead of water, you’ll be losing cash.
With the Onboarding Email Formula, you’ll plug
that leak and make sure more trial users convert to
paid.
The 6 Figure Customer Onboarding Machine
The Onboarding Email Formula is one part of a 4
step process called the 6 Figure Customer
Onboarding Machine. The Onboarding Email
Formula is Step 4. First, Segment and Conquer will
identify who your ideal customer is. The Success
Blueprint identifies what actions your user needs to
take to have “success” with your product. The
Onboarding Map lays out what emails go out and
when. The Onboarding Email Formula creates high
converting emails that turn cold trials into paying
customers, quickly.
With the Onboarding Email Formula you’ll create
emails that will lead your users to success with your
product, meaning higher conversions, more users
and accelerated growth.
SaaS companies who implement the Email
Onboarding Formula have higher conversion rates
and turn more trial users into paying customers
without overwhelming or confusing them.
Let’s do this.

Hi —

My name is Aaron Krall and I help

SaaS companies turn more of their
trial users into paying customers.

I do this through helping them

create a scalable, high converting
customer onboarding funnel.

This short guide will show you

how.

- Aaron

1. Know the
Most SaaS start writing onboarding
emails without a clear idea of what
“success” looks like for the
customer. When users get
onboarding emails that don’t lead
them to their idea of success, they’ll
assume you don’t have the solution
they’re looking for and never come
back.
Define Success
I didn’t come up with this, this
de st i n a t i o n …
CUSTOMER SUCCESS PLAN
PRODUCT: Calendar Booking Software
1. Required Action: I want to book
new jobs and get paid.
2. Appropriate Experience: I want to
be able to setup the booking page and
payment links as easily as possible .
3. Desired Outcome: I want to book
new jobs and get paid as easily as
possible.
comes from genius SaaS have anything to do with the
marketer: Lincoln Murphy. functional use of your product.
There are three pieces to 2. Appropriate Experience: This is the
making sure your process (or path) your user takes to get
customer has “success” to their Required Outcome. This
with your product and includes everything from signing up,
gets to that coveted “Aha” the UX/UI and interactions with your
moment. company.
1. Required Outcome: 3. Desired Outcome: When you help
This is the outcome that your customer achieve their Required
matters to your user the Outcome and they’ve enjoyed the
most - it’s often deep and experience to get there, they get to
emotional and doesn’t their Desired Outcome.

Make a List, Check It Twice
Once you know what your user considers success,
you can start mapping out the steps they need to
take to get them there. Most onboarding
sequences fail to move users to their desired
outcome because there’s too many or too few
steps. 



When you give your user only the steps they need
to take to get to their desired outcome, they see
2 . Ma p it o u t…
Example “Path to Success” for
a Calendar Booking Software
1. Sign up/Create an account
2. Setup booking availability
3. Create an appointment type
4. Share booking link
5. First paid booking scheduled
success faster. This is called the “Path to Success”.
We’re going to use a calendar booking software
as an example to show you how this would look.
Leave Out the Kitchen Sink…
As you can see to the left, we left a lot of steps
out, including things like setting up your profile
picture, adding a video or uploading a tracking
pixel. Those are cool features, but they don’t get
the user closer to their desired outcome.
 i t t o g e t h e r …
3. Tie

Instead of: 

Subject Line: “You haven’t connected your
calendar yet!” 

Tie Benefits to Features
 
 Motivated Action


 

People don’t care about features. Tie Benefit: 
 The rest of the email can explain
They care about the outcome those “Never worry about double booking again”
 the WHAT and the HOW of
features promise. The same goes for reaching that outcome.

taking actions inside your app; users


Once they see the outcome of
won’t complete an action just “Let customers schedule with you on YOUR taking a particular action, they’ll
because you tell them to, you must time”
 be more motivated to take that
tie an outcome to each action. Here’s
an example: 
 
 action.
“Virtually eliminates meeting no-shows”
 4. Wa l k w i t h m e …

Example Email:

Avoid Overwhelm
 It’s Just Too Much!


Many SaaS make the mistake of If the step is simple, use a quick GIF
trying to explain the steps a in the email. If it’s more complex
user needs to take in the email. link to an in-app walkthrough or a
This will only overwhelm and video. If you do use a video, put the
discourage your user. Instead, video on the page where they need
walk them through once they’re to take the action, NOT in the email. 

IN your app.
 


 <— The image in the email to the
right is a quick GIF.
 5. P o l is h i t o ff …

Time To Write the Email!
 The Onboarding Email

Now that you know what success Checklist 

looks like for your user, you’ve Make sure you go through this
mapped out the steps, and tied a checklist after each email: 

motivation to each action, you’re 

ready to write the email. Here’s an
• Does your email focus on completing
example of all these concepts in
ONE specific action? 

action . This example is for a
• Is there only ONE link in your email
company that provides booking
(and does that link move them closer
services—->

to their success point?) 



• Does the subject line focus on ONE
specific outcome? 

 Rea d y, s e t, g o !

The 6 Figure Customer If you want to incorporate the whole At the end of 9 weeks, you’ll end up
6 Figure Customer Onboarding with a complete onboarding funnel Find out more ...
Onboarding Machine Machine into your business, adding that will add (at the very minimum)
At the start of this short guide, you an additional 5 to 6 figures year to an additional 5 to 6 figures a year to
saw a diagram which showed how your SaaS, the next step is to join the your SaaS. 

the Onboarding Email Formula fits 6 Figure Coaching Group. 
 

into the 6 Figure Customer 
 To get more details and find out
Onboarding Machine.
 
 more, go to aaronkrall.io/6fcom.