How we built our onboarding email flow (with actual performance data)

The evolution of PostHog's onboarding email strategy highlights a journey of iterative improvements aimed at enhancing user engagement without overwhelming recipients. Initially using Mailchimp, the company faced challenges related to costs and simplicity, prompting a switch to Customer.io for better pricing and functionality. Over successive versions, PostHog's approach matured from basic email sequences to complex, yet personalized flows that emphasize user roles and preferences. They experimented with timing, content personalization, and visual appeal, such as using fun art instead of screenshots. Despite concerns about email volume, low unsubscribe rates indicated user tolerance, attributed to the quality and relevance of the content. The strategy also incorporated direct communication from the author, adding a personal touch that fostered user interaction and feedback. By the seventh iteration, the onboarding emails successfully balanced humor and informativeness, aiming for cross-sell opportunities and leveraging user data to provide targeted assistance and recommendations.

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