Self-segmentation or Self-sabotage? You be the judge.
This SaaS onboarding sequence that starts like a Rockstar -but ends up playing air guitar
Today, we're diving into a SaaS onboarding sequence. It starts with a strong self-segmentation effort. But it misses some golden opportunities in execution.
Let's take a look 👀
Here's what I did
I signed up for Pipefy, a workflow management tool akin to Trello, Airtable, and ClickUp.
First things first
I've got to say that Pipefy's pre-onboarding game is on point...for the most part.
But that's also where their troubles start.
Here's what I mean.
What they nailed: Pre-onboarding self-segmentation
Pipefy absolutely crushes it with its automated pre-onboarding self-segmenting questions.
I feel like I'm in good hands already.
The process was fast and easy. There were only a few fields to fill out or buttons to click on each pop-up.
They gathered intel on me, my company, my position, and my team.
Super slick feature here 👇
And check this out.
During registration, this pop-up allowed me to verify my email address while still in the app.
Convenient, right?
But it gets better.
Click the Gmail verification button 👆. My inbox opens with a pre-applied Pipefy filter. This filter shows me only Pipefy emails and nothing else. 👇 #DistractionFree
But....
As slick as that verification process is...
Do you see what's missing here?
...Now you can!
While Pipefy collects some pretty good high-level data with their self-segmentation popups, they unfortunately miss a few key questions.
For instance:
Where's my "Now you can..." moment?
Users sign up to solve a problem. That's their motivation.
I call this the "Now you can..." moment.
For Pipefy, these motivations might be...
[Now you can] Have your own service request portal.
[Now you can] Automate your repetitive tasks.
[Now you can] Customize workflows to fit your unique needs.
[Now you can] Centralize all your processes for easy tracking and management!
[Now you can] Collaborate with your team to keep everyone on the same page!
But you don't want to send an email with a list of benefits, as I've just done👆...
You want to turn these benefit statements into a self-segmentation question. Then, let your users tell you why they're here.
Like so: 👇
"What's the first thing you'll do with your new Pipefy account?"
Set up my service request portal
Automate my first workflow
Automate my first repetitive task
Invite my team members to join me
Help me decide - (links to a 1:1 call)
Now, why would you do that?
First, letting your user choose their own adventure taps into the principle of commitment and behavioral consistency.
Which means...
If I tell you I’m going to do something (commitment),
I’m 10X more likely to do that thing (to remain consistent with my commitment)
Aaaaand...as an added BONUS:
A) Now you can hold me accountable, and
B) Help me take my first meaningful action step (because you know exactly what I want to do)
Remember, the faster my time to value, the faster I'll upgrade my subscription.
And upgrades drive revenue.
But that's only ONE missed opportunity.
Pipefy not only missed a golden opportunity to learn how to help me...
They also didn't use much of the self-segmentation data they did collect once the onboarding emails began. 😏
Their messages felt flat, generic...worse, actually = Downright Frustrating 😡
Here's what I mean.
Day 1: Email 1
Subject line: Hello, we are happy to have you at Pipefy!
Preview text: You took the first step. The second one is in this message.
You talkin' to me?
The subject line is simple enough. "Hello, we are happy to have you at Pipefy!"
But the preview text is confusing: "You took the first step. The second one is in this message."
If I think about it long enough, this sounds like I might need to possibly maybe...
You get the point.
If I need to take another step, say so.
Don't make me guess.
Then we jump into the body copy. Aside from addressing me by name, my welcome email doesn't feel like it was written to me at all.
Worse yet, it feels like Pipefy wants to talk about itself and what its software can do. It does this rather than addressing my needs.
Plus... what if I don't know how to use Pipefy yet? How does this email help me?
What's my next step?
In Pipefy's defense, their platform is highly intuitive. Once you log into your account, the dashboard has plenty of example workflows prefilled. These are ready for me to start using.
I could probably stumble around and figure it out.
But I'm still not exactly sure what I'm doing or what they want me to do next.
Day 2: Email #02
Subject line: Your team can save up to 11k hours every month with Pipefy
Preview text: Find out where to start
Body copy:
Hello Paul,
Here in your first few days with us, I hope you’re getting the most from Pipefy! Our AI-powered workflow management platform is an easy way to build, automate, optimize, and orchestrate any workflow.
We implement up to 2X faster than other solutions and offer a robust structure that facilitates compliance and governance while easing IT overload.
Haven’t started using the tool yet? Here’s how to take your first steps:
Email #2... is actually worse.
Let's start with the subject line.
Tell me who they're talking to here 👇
Subject line: Your team can save up to 11k hours every month with Pipefy
My "team" -what team? I told you what department I work in. Did you forget? Maybe you don't care.
...and "11k hours"? ...who talks like that?
Now, the Preview text: Find out where to start
"Find out where to start," huh? 🤔
Okay. Like a treasure hunt?
Are you saying I need to "find" the map to know where to start? Is that it?
Beyond the frustrating "who is this written for?" subject line and preview text, the body copy is longer and more complex than email #1.
And it still lacks the personalization and clear direction I need as a new user.
Pipefy talks about themselves and how great their software is. Then they split the page with two action steps I could take...before bombarding me with links and calls to action at the end.
With no clear path forward, I still don't know what to do next.
Day 4: Email #3
Subject line: 295% efficiency increase. Want to know how?
Preview text: And 100% SLA Achievement. And 223% ROI
Body copy:
Hello Paul,
Have I convinced you that Pipefy can improve your teams’ results? See how our tool eliminates bottlenecks and lack of visibility:
Pipefy has helped companies all over the world. At Dasa, we provided: 295% increased efficiency, 100% SLA achievement, 223% ROI, and much more.
We did this while maintaining IT governance and compliance - with no additional licenses, tools, or costs that come with them.
The Day 4 email
Now you know that interest and motivation are highest during the first ten days of a trial, right?
And that the first four days are the most critical?
Yet, by day 4, Pipefy has all but given up on me.
The subject line and preview text are jam-packed with out-of-context statistics that mean nothing to me.
And the email copy is bland, self-promotional, and so far off the mark...
It feels as though Pipefy doesn't care about me at all anymore.
They've moved on.
I'm old news. Washed up
I don't feel like a Pipefy user...
...I feel like a Pipefy Loser. 😏
Oh, Pipefy...😢..it's not me...it's You 💔
Let's revisit that opening volley of self-segmentation.
Let's see how they could have leveraged the data I provided to create an onboarding sequence made just for me.
1. Role-Specific Messaging
What they did: Asked for my role.
What they missed: Tailoring the onboarding content to my specific responsibilities.
The fix:
If I'm a CMO, show me how the tool can help me track campaign segments.
If I'm an IT project manager, focus on task allocation, tracking, and timeline features.
2. Company Size Considerations
What they did: Asked about my organization's size.
What they missed: Adjusting the onboarding pace and complexity based on this information.
The fix:
For smaller companies, emphasize quick setup and immediate value.
For enterprises, focus on scalability, advanced features, and a 1:1 set-up service.
In clear, step-by-step language, show me my first step...and help me take it!
3. Goal-Oriented Guidance
What they did: Asked what my team does.
What they missed: Structuring the onboarding journey around achieving a specific goal.
The fix:
If my goal is to streamline approvals, make the first onboarding task setting up an approval workflow.
Show me the fastest path to my "aha!" moment.
4. Pain Point Solutions
What they did: Asked about my biggest pain point.
What they missed: Directly addressing this pain point in their communications.
The fix:
If my biggest pain is tracking project progress. The first email should show me how to set up a project dashboard.
Make it crystal clear how the tool solves my specific problem.
5. Personalized CTAs
What they did: Included a TON of generic CTAs in their emails.
What they missed: Using my stated goals to create compelling, personalized CTAs.
The fix:
Instead of "Schedule a call,"
try "Let us help you get set up" (if that was the goal).
The Million-Dollar Takeaway
The foundation is there – great pre-onboarding questions that gather valuable data. The next step is to use that data to create a truly personalized onboarding experience.
By asking pertinent questions and then using the data you collect, you can:
Increase activation rates by showing immediate relevance
Reduce time-to-value by guiding users directly to their goals
Boost engagement by addressing specific pain points
Improve conversion rates with personalized, goal-oriented CTAs
We implemented this level of personalization with one of my clients. We saw a 50% increase in user activation within the first 3 weeks. Another reduced their onboarding abandonment rate by 35%.
The best part?
If you're already collecting this data, implementing a more personalized experience often doesn't need significant dev resources.
It just boils down to smart segmentation, clear messaging, and inserting dynamic content when and where it's most useful.
What's next?
So, CMOs, CROs., CSMs, and founders, take a look at your pre-onboarding and onboarding processes.
Are you collecting the right data? And more importantly, are you using it effectively?
Need help turning your pre-onboarding data into a personalized activation machine?
That's my specialty.
Hit reply to this email, and let's chat about supercharging your onboarding sequence.
Until next time, Stay Active!
-Paul
P.S. Want more insights on turning data into dollars? Make sure you're subscribed to The Activation Insider for weekly tips on optimizing every stage of your user journey.