#1 - How Intercom sends onboarding email
How did Intercom
get into every tool
I purchase? Magic.
#1 - Intercom
Intercom is a world-class customer communication tool with a reputation for being customer-centric to the extreme. Even more, they built the tool that powers 1,000s of onboarding drip campaigns all over the Internet. If anyone knows how to put together a solid drip campaign, it would be them!So what better place to start an examination of drips than with the drip of the dripmakers themselves. Here is what I received when I signed up for an Intercom trial in July.
How often Intercom sends its drip campaign emails
The first 35 days
A few things to note:
Intercom has a 14-day free trial of any of their products
You have to enter a credit card in order to start a trial
I chose two of their three products: Reply & Engage
Total: Six emails sent, two during the trial, including a welcome email
Learnings
Intercom only sends two emails during a customer's trial, and those are sent on the customer's first two days
First thing you may notice: the emails are not designed. They're all plain-text(ish)! (I believe it's an HTML email designed to look like plain text)
The content of the onboarding emails is heavily focused on getting customers to view Intercom's demo videos.
I inadvertently let my trial finish before canceling, and I was automatically placed on a paid plan and my credit card charged (all my fault, by the way). I reached out to support as soon as I noticed, and they were very kind to refund me.
It wasn't until after I canceled that I started receiving the other email from Intercom (days 20 and beyond). My best guess is they have a dormant/re-engage list to help nurture leads like me who have churned in the past.
Day 20, 27, and 34 from the above chart are all Mondays.
The primary content of the re-engagement campaigns appear to be webinars and product announcements. I'm still getting email about attending webinars beyond this 35-day window.
3 onboarding email tips and takeaways
Link your onboarding emails to general hub pages (/demos, /webinars, etc) rather than specific resources
The most critical days to send onboarding emails are the first two days (and maybe the rest of a person's trial doesn't matter?)
Keep emailing people who quit your product.
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Here are all the onboarding emails (and more) that Intercom sends
Here's more on each email that I received from Intercom during those 35 days. Caveat: I'm sure tons has changed and will change with their onboarding emails, so your mileage may vary when you sign up and see for yourself.
First email
Sent minutes after I signed up.Subject: Welcome to IntercomFrom: Ruairi from Intercom, ruairi@intercom.ioReply-to: ruairi.galavan@intercom.inbound.intercom-mail.comBody:Hi kevan,We're excited that kevan are using Intercom now. I just wanted to share a few quick things.Most important: if you're still getting your team set up, here's your next step.Also, I'd strongly recommend watching one (or all!) of our five demo videos. Whether you want to engage customers or resolve their issues, a demo is the quickest way to start seeing the value Intercom brings.And send us all your questions, big or small. We're always here to help.All the best,RuairíLog in to IntercomDon't want to get emails like this? UnsubscribeLinks:
"here's your next step" https://app.intercom.com/a/apps/_/guide/
"five demo videos" https://demos.intercom.com/
"Log in to Intercom" https://app.intercom.io/admins/sign_in
Second email
Sent the day after I signed upSubject: Learn how to get more from Intercom in 15 minutesFrom: Ruairi from Intercom, ruairi@intercom.ioReply-to: ruairi.galavan@intercom.inbound.intercom-mail.comBody:Hey kevan,If you're ready to get going with Intercom, the best place to start is by watching a demo. They're helpful, easy to follow, quick and to the point. Whether you need to engage your customers, acquire new ones, or support them, these demos teach you all the tips you'll need to work better.If you have questions while watching, just ask in the Intercom messenger and we'll get back to you asap.EnjoyRuairíLinks:
"watching a demo" https://demos.intercom.com/
Third email
Sent 20 days after I signed upSubject: Operator: The bot for better customer supportFrom: Des from Intercom, des@intercom.ioReply-to: des.traynor@intercom.inbound.intercom-mail.comBody:Hi there,Since you downloaded our book on customer support, you might be interested in our new release: Operator. Operator is a bot we've created that helps you deliver better, faster, politer experiences to your customers.Check it out. We'd love to hear any feedback you have.Cheers,DesDon't want to get emails like this? Unsubscribe from our emailsLinks:"Operator" https://www.intercom.com/operator-bot?utm_medium=support-book-email&utm_source=intercom-app&utm_campaign=operator_launch"Check it out" https://www.intercom.com/operator-bot?utm_medium=support-book-email&utm_source=intercom-app&utm_campaign=operator_launch
Fourth email
Sent 27 days after I signed upSubject: kevan, come to our Auto Messages webinar!From: Phil from Intercom, phil@intercom.ioReply-to: phil.byrne@intercom.inbound.intercom-mail.comBody:Hi kevan,You should be using auto messages in Intercom Engage to help your customers be successful with your product grinningTo help you make the most of your auto messages we’re hosting a live webinar on Tuesday, August 29th at 10am PDT / 1PM EDT / 6pm BST.Register now to see how to:
Automate your customer onboarding.
Activate your new sign-ups.
Increase your feature engagement.
Get feedback on your product and more.
Hope to see you there,PhilDon't want to get emails like this? Unsubscribe from our emailsLinks:"Register now" https://www.intercom.com/webinars
Fifth email
Sent 31 days after I signed upSubject: kevan! Do so much more with your messagingFrom: Phil from Intercom, phil@intercom.ioReply-to: phil.byrne@intercom.inbound.intercom-mail.comBody:Hey kevanJust a quick reminder about our webinar this Tuesday 29th: 'Automating Customer Engagement.'Book your spot now to see how auto messages can help you:
Automate your customer onboarding.
Activate your new sign-ups.
Increase your feature engagement.
Get feedback on your product and more.
We'll be starting at 10am PDT / 1pm EDT / 6pm BST.Hope to see you there,PhilDon't want to get emails like this? Unsubscribe from our emailsLinks:
Sixth email
Sent 34 days after I signed upSubject: Last chance to register for our Auto Messages webinarFrom: Phil from Intercom, phil@intercom.ioReply-to: phil.byrne@intercom.inbound.intercom-mail.comBody:Hey kevanSorry to barge into your inbox! This is just a quick reminder that I'm hosting a live Auto Messages webinar this Tuesday, August 29th at 10am PDT / 1pm EDT / 6pm BST.Join myself (Product Education Manager at Intercom) to see how to:
Automate your customer onboarding.
Activate your new sign-ups.
Increase your feature adoption.
Get feedback on your product and more.
Book your spot now to see what auto messages can do for you.See you there,PhilDon't want to get emails like this? Unsubscribe from our emailsLinks:"Book your spot now" https://www.intercom.com/webinars
Worth noting
After my Intercom subscription ended, I still receive email from Intercom. Lots. This one in particular stood out to me as a neat example of how to stay in touch with former customers to let them know what you're doing.The "we're adding awesome new features" link goes to a blog post that is a couple months old.The "we ship new changes to Intercom almost every day" links to their product changelog.Very cool!
Your thoughts
If you have some thoughts or questions about Intercom's onboarding flow, I'd love to hear them.
What do you think of only sending two emails during someone's trial?
Do you keep emailing customers after they churn? Do you do it weekly, like Intercom?
Eager to hear from you!Photo by frank mckenna on Unsplash