Post-Launch Onboarding Outreach

Day-1 / Day-3 / Day-7 Onboarding Email Sequence

Three-step drip for every new signup landing on June 30. Fire Day-1 immediately after signup Day-3 if no `app_activated` event has fired in `ingested_events` Day-7 with a one-week retrospective framing. Swap {{first_name}}, {{signup_source}}, and {{dashboard_name}} at send time.

3 templates

Day-1 · immediately after signup · Email

{{first_name}} · subject: "you signed up — let's get you to your first capture in 5 minutes"

Subject: you signed up — let's get you to your first capture in 5 minutes Hi {{first_name}} — Welcome to Littlebird. If you came in through {{signup_source}} (we see it on our end), thanks for taking the next step after the launch post; if you came in cold, even more so — most people who sign up never come back, and the one thing that flips that is getting one real event into your dashboard today. Here is the one thing to try right now: open the SDK snippet panel inside {{dashboard_name}}, paste the two-line snippet into a staging HTML page, refresh, and you should see your first event light up under the Events dashboard within 30 seconds. That first capture is the moment Littlebird stops being an empty dashboard and starts being your data. If you hit friction on the install, just reply to this email — I read every one personally during launch week. — Founder, Littlebird https://littlebird.ai

Day-3 · if no first capture · Email

{{first_name}} · subject: "you haven't done X yet — here's a 2-minute nudge"

Subject: you haven't done X yet — here's a 2-minute nudge Hi {{first_name}} — Quick check-in: looking at your account on our end, the {{signup_source}} signup landed but we have not seen an `app_activated` event from your workspace yet. That is fine — three days is nothing — but cohort retention data is brutal on this: users who capture one event in their first week retain at roughly 3x the rate of users who wait past day 7, so the second-best window to act is right now. Here is the 2-minute nudge: open {{dashboard_name}}, click "Try the demo event" in the top-right of the empty state, watch it land in the Events column in under 30 seconds. That single simulated event is enough to unlock the growth pulse, cohort retention, and funnel views — three dashboards that go from "empty box" to "here is what your data says" with one row of data. If anything got in the way of the SDK install, reply with what blocked you and I will fix it personally this week. — Founder, Littlebird https://littlebird.ai

Day-7 · one-week retrospective · Email

{{first_name}} · subject: "here's what your first week of data unlocks"

Subject: here's what your first week of data unlocks Hi {{first_name}} — You have been on Littlebird for a week, coming in through {{signup_source}}, and if you have been capturing events, the weekly digest preview below is what your first 7 days of behavior unlocks inside {{dashboard_name}} — cohort retention by signup week, the top-of-funnel drop-off stage, and the growth pulse line that puts today in context. If you have not been capturing yet, no judgment — week one is the steepest part. One thing I would love from you right now: a single reaction. What got in the way, what was confusing, what was surprising. Reply with even one sentence and I will read it and weave it into next sprint. Either way, thank you for giving Littlebird a week of your attention. The minutes you spend poking around the dashboards are what shape what we ship next. — Founder, Littlebird https://littlebird.ai

In-Product Activation Checklist Templates

Three activation moments with ready-to-paste to-do lists for the in-product empty states. Each list runs 3–5 items, sized to a 2-minute first run, a 2-minute first capture, and a 5-minute first recalled context.

3 checklists

First-run · empty-state checkboxes

First-run to-dos — render in dashboard.html empty state

Drop into the {{dashboard_name}} empty state the first time a signed-up user lands there. Goal: get them through the 90-second "I get it" moment.

[ ] open the SDK snippet panel (top-right button on empty state)
[ ] copy the two-line snippet for {{signup_source}}
[ ] paste into staging HTML / staging app shell
[ ] refresh the page once to confirm the snippet is live
[ ] click "Try the demo event" to see one row land in the dashboard

Copy-to-clipboard-friendly text — paste into the empty-state component, not the raw HTML: First-run to-dos ({{first_name}}): - [ ] Open the SDK snippet panel - [ ] Copy the two-line snippet - [ ] Paste into your staging HTML - [ ] Trigger one test event - [ ] Watch it land in Events within 30 seconds — rendered from /onboarding.html

First capture · post-snippet-install checklist

First capture checklist — render after SDK install

Drop into a contextual popover that fires after the SDK snippet is confirmed live. Goal: convert "I installed the SDK" into "I saw my first event in the dashboard."

[ ] open SDK snippet panel
[ ] paste into staging HTML
[ ] trigger one test event
[ ] verify event lands in dashboard within 30s
[ ] fire the `app_activated` event explicitly (this unlocks Day-7 digest)

Copy-to-clipboard-friendly text — paste into the post-install component: First capture checklist ({{first_name}}): - [ ] SDK snippet installed in staging - [ ] One test event fired - [ ] Event visible in Events dashboard - [ ] `app_activated` event fired in the wild - [ ] Cohort retention view shows your signup-week row populated — rendered from /onboarding.html

First recalled context · 5-minute deep moment

First recalled context checklist — drive feature adoption

Drop into the empty state of the Growth Pulse dashboard after the first event has been captured. Goal: convert "I have one row of data" into "I understand what each dashboard does."

[ ] open Growth Pulse and pick the metric that matters this week
[ ] open Cohorts and find your signup week's retention curve
[ ] open Funnel and follow signup → activated → retained
[ ] set one Metric Alert on the threshold you actually care about
[ ] skim the weekly digest preview on the homepage

Copy-to-clipboard-friendly text — paste into the deep-moment component: First recalled context checklist ({{first_name}}): - [ ] Pick your "this week" metric on Growth Pulse - [ ] Find your signup-week cohort on Cohorts - [ ] Walk Funnel from signup → activated - [ ] Set one Metric Alert that matters - [ ] Skim the weekly digest preview — rendered from /onboarding.html

72h Re-Engagement Triggers (signed up but never activated)

Three escalating touchpoints for users who hit Day-3 with zero `app_activated` events in `ingested_events`. Fire the gentle nudge first, the friction-offer second, and the last-outreach only when both prior triggers did not produce an activation.

3 triggers

Fire at 72h with no `app_activated` event in `ingested_events` · Email

{{first_name}} · subject: "still poking around Littlebird?"

Subject: still poking around Littlebird? Hi {{first_name}} — You signed up {{signup_source}} a few days ago and I noticed on our end that the SDK has not been triggered yet from your workspace — which is totally fine, but I wanted to check in rather than let the drift continue. If the install is what's stuck, I recorded a 90-second video walking through the exact two clicks to get from empty {{dashboard_name}} to your first event landing in Events. Reply "send the video" and I will fire it over right now. No pressure, no pitch, just want to make sure the install didn't quietly get pushed to next week. — Founder, Littlebird https://littlebird.ai

Fire 96h after gentle nudge · Email

{{first_name}} · subject: "want me to do the first capture with you over DM?"

Subject: want me to do the first capture with you over DM? Hi {{first_name}} — Following up on the note from earlier this week — saw on our end that no `app_activated` event has landed in `ingested_events` for your workspace yet. If something specific is blocking the install, I would love to know what it is, but more usefully: I can do the first capture with you over a 15-minute DM screen-share. I will literally paste the snippet into your staging HTML, trigger one event, and watch it land in {{dashboard_name}} with you. It is the fastest way to get past the friction, and on my end it surfaces the part of the install that is rough so we can fix it next sprint. If that works, just reply with two or three times that fit your week and I will send a calendar link. — Founder, Littlebird https://littlebird.ai

Fire 7 days after signup · Email (last this cycle)

{{first_name}} · subject: "last note from us this week — what got in the way?"

Subject: last note from us this week — what got in the way? Hi {{first_name}} — Last note from me this week. Coming in through {{signup_source}}, your signup landed but we have not seen an `app_activated` event from your workspace. After this one I will cool off and stop firing re-engagement emails — we don't want to be noisy. If something specific got in the way — install friction, the wrong moment, a feature you needed but did not see — please reply with even one sentence. We are tracking every reason users do not activate through Day 7, and the ones that surface in these replies become the next-sprint roadmap. If now is just not the right time, no worries at all. The {{dashboard_name}} will still be here whenever you want to come back. — Founder, Littlebird https://littlebird.ai

Triage Rubric — Onboarded vs Dormant

Tag every signup within 7 days using the four-state rubric below. The output of this triage feeds `ingested_users.status` so any re-engagement above fires only against the right cohort and not against users who activated cleanly.

4 states

Tag every signup within 7 days · feed into `ingested_users.status`

Tag rule · onboarded vs lightly engaged vs dormant vs unreachable

Apply within 7 days of signup. Each row is a rule + the resulting `ingested_users.status` value (push via the SDK's POST /api/ingest/users update path).

Status	Rule	Trigger
activated	fired `app_activated` event within 7 days of signup AND ≥3 events in that window	drop from re-engagement drip immediately
lightly_engaged	signed in at least once after signup but no `app_activated` event	queue the friction-offer 72h trigger
dormant	no session event after signup within 72h	queue the gentle-nudge 72h trigger
unreachable	bounced email + zero events in `ingested_events`	drop from all drip; flag for ops review

Pseudo-query for the tag-job (read against the real schema):

SELECT u.email, CASE WHEN EXISTS ( SELECT 1 FROM ingested_events e WHERE e.user_id = u.id AND e.event_name = 'app_activated' AND e.created_at < u.created_at + INTERVAL '7 days' ) AND ( SELECT COUNT(*) FROM ingested_events e WHERE e.user_id = u.id AND e.created_at < u.created_at + INTERVAL '7 days' ) >= 3 THEN 'activated' WHEN EXISTS ( SELECT 1 FROM ingested_events e WHERE e.user_id = u.id AND e.created_at > u.created_at AND e.created_at < u.created_at + INTERVAL '7 days' ) THEN 'lightly_engaged' WHEN NOT EXISTS ( SELECT 1 FROM ingested_events e WHERE e.user_id = u.id AND e.created_at > u.created_at + INTERVAL '72 hours' ) THEN 'dormant' ELSE 'unreachable' END AS new_status FROM ingested_users u WHERE u.created_at > NOW() - INTERVAL '7 days';

Run this once per day during launch week; the output is the cohort that gets the next 24 hours of re-engagement email triggers. — rendered from /onboarding.html