SaaS user onboarding

A new signup who never reaches your product's "aha" moment usually churns. This playbook welcomes users, waits to see whether they activate a key feature, and nudges the ones who stall — without pestering the ones who succeed.

Build it

1. Trigger on signup. Go to Campaigns → New and set the trigger to event on signup. Emit that event from your app the moment an account is created via the Events API.
2. Send a welcome email. As the first step in the flow builder, add a send message step with a welcome email. Build it from a reusable template and personalize with contact attributes like {{ first_name }}.
3. Wait for activation. Add a wait_until step on activated_key_feature with a 2-day timeout. If they activate, the event → true edge lets them finish onboarding happy.
4. Nudge the stalled users. On the timeout → false edge, add a send message step with setup tips that clear the most common blockers.
5. Check in. Add a delay step, then a final send message step that checks in and offers help or a demo.

Tips

• Pick an activated_key_feature event that genuinely predicts retention — the first real value moment, not just a login.
• Keep the welcome email focused on a single next action rather than a feature tour.
• Save your onboarding emails as templates so you can reuse and iterate on them across campaigns.

Next steps

• Instrument your activation events.
• Branch on activation in the flow builder.
• Author reusable templates for each step.