Three emails that turn signups into customers

When to use it

You have signups, but few become active or paying.

Steps

1. Define the one action that predicts a paying customer (the “aha” step).
2. Email 1 (right away): plain text from the founder, one link to the aha step.
3. Email 2 (day 2, only if not done): the most common blocker and how to get past it.
4. Email 3 (day 5): a short case, and an offer to help personally.
5. Read every reply and fix what they say.

Subject: one thing to do first
Hi [name], [founder name] here. Most people get value from [product] after [aha step]. Here's the direct link: [link]. Reply if anything's unclear — it comes to me.

How to know it worked

Share of signups who reach the aha step in 7 days, before and after.

Common mistakes

• Long HTML newsletters as onboarding.
• More emails do not fix an unclear aha step.

Related

• Offer free 15-minute fix-it calls
• Build the small free tool buyers search for