For SaaS companies, onboarding emails help establish long-term relationships with customers to understand and effectively use software tools. Yet, onboarding processes and email copy are often overlooked. The best way to learn what customers need is to talk to them.  Today’s guest is Samar Owais, SaaS and eCommerce email expert. She talks about everything you need to know to make onboarding emails an effective part of your customer acquisition and retention strategy. Samar’s advice on how to talk to customers and identify their pain points can apply to any marketer.   Some of the highlights of the show include: Why are onboarding emails important? Shows how to use tool to solve problem Onboarding Emails: Take pressure off customer support and set expectations Biggest Mistakes: Don’t hide branding, create copy that starts conversations Map Email Journey: What is the purpose of an onboarding email sequence?   Links: Samar Owais Canva Linktree ActiveCampaign Ben Sailer on LinkedIn CoSchedule   Quotes from Samar Owais: “Until and unless your users are not using your app, it doesn't matter whether they're paying for it or not. You are failing at the one thing that you were set out to do, which is solve the problem.” “We need to onboard with retention in mind.” “Email is often used as a marketing tool, but it is a communication tool.” “Email journey is an entire ecosystem. For SaaS companies, you need to map out every customer touch point and then just focus on them.”