Automated onboarding welcome emails usually add zero value to user activation
Guillaume Cabane · Guillaume Cabane: Why Your First Growth Hire Should Be a Former Founder | E1088 · 20VC with Harry Stebbings · Nov 29, 2023 · at 26:56
Guillaume Cabane is a SaaS growth advisor who previously led growth at Segment and Drift. He discusses experiment results when comparing onboarding email sequences against a true no-email control group.
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“Have you tried not sending a welcome email? Not sending, you know, the first three, four, five emails to get people to use the products. And of course they haven't. And I tell them, try it. Take 2030, whatever it takes to be statistically significant and don't send emails. And let's see what the true deviation and activation and retention is. And you know what happens, Harry? Most of the time, it's not statistically significant. The people who are going to activate will activate regardless of getting an email or not. Right. And so the email adds no value at all.”
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