Product Tutorial & How-To Series Email Benchmarks
Product tutorial emails teach users how to use specific features or achieve specific outcomes. These are essential for SaaS onboarding and feature adoption. Average open rates range from 25% to 38%, with CTR between 6% and 14%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 25-38% | 38%+ | 45%+ |
| Click-Through Rate | 6-14% | 14%+ | 20%+ |
| Feature Adoption Rate | 20-40% | 40%+ | 55%+ |
| Support Ticket Reduction | -10-25% | -25%+ | -35%+ |
Best Practices
- Focus on one specific feature or outcome per email
- Use screenshots, GIFs, or short video clips to demonstrate steps
- Reference the user's current adoption stage for relevance
- Send tutorials based on feature usage or lack thereof
- Include a clear CTA to try the feature immediately
Frequently Asked Questions
What is a good feature adoption rate for tutorial emails? 20-40% of users who receive a tutorial email will try the featured feature. Higher rates are achievable with in-app triggering and personalised timing.
How should tutorial emails be sequenced? Start with foundational features that deliver immediate value. Progress to advanced features based on user adoption patterns. Automated triggers based on feature non-usage are more effective than scheduled broadcast sequences.
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