SaaS Email Onboarding Teardown: Toggl Track
Fun fact: SaaS onboarding is like Inception. It’s about changing the trial users’ behavior by getting them to use your app repeatedly until a new habit is created or an old habit is replaced. Nothing happens unless the trial user performs a keystone habit over and over. For example, nothing happens in Canva unless the user chooses a template and creates a design. They can’t activate, upgrade, or refer new clients. This is the challenge that Toggl Track, a “time-tracking software that helps businesses capture every billable minute so that they can manage projects, employees, and billing accurately” has. Nothing else can happen in Toggl unless the trial user tracks their time. They can’t generate reports, send out invoices, or upgrade. Its onboarding emails have to: Train users to start…