Product Tour Email Sequence: Guide Users Through Features Via Email

In-app product tours are great when users are in your product. But what about when they're not? Email-based product tours reach users where they already are (their inbox) and bring them back to your product with a specific purpose.

The best SaaS companies use email tours alongside in-app tours, not instead of them. Email handles the "why you should care" while in-app handles the "how to do it." Together, they drive feature adoption better than either alone.

This guide covers how to build product tour email sequences that introduce features progressively, drive users back to the product, and increase overall feature adoption rates.

Why Product Tour Emails Work

In-app tours have limitations:

• Users have to be logged in to see them
• They interrupt whatever the user was trying to do
• Complex features need more explanation than tooltips allow
• Users dismiss them and never see them again

Email-based product tours solve these problems:

Challenge	In-App Tour	Email Tour
User must be logged in	Required	Not required
Interrupts current task	Yes	No
Space for explanation	Limited	Unlimited
Dismissal is permanent	Often yes	Can follow up
Timing control	On login	Based on behavior

Email tours and in-app tours complement each other. Email introduces the feature and explains the value. The user clicks through and the in-app tour shows them how to use it.

Product Tour Email Sequence Structure

A product tour sequence introduces features progressively over time, typically after users have completed initial activation.

Email	Timing	Focus	Goal
1	Post-activation Day 1	First feature expansion	Deepen engagement
2	Post-activation Day 3	Second feature	Expand usage
3	Post-activation Day 5	Third feature	Build stickiness
4	Post-activation Day 8	Advanced feature	Power user path
5	Post-activation Day 12	Integration/automation	Full product adoption

Key principle: Don't send feature tours until users have activated. They need to care about the core product before caring about additional features.

Feature Introduction Emails

The first type of product tour email introduces a feature the user hasn't discovered yet.

Guided Feature Discovery Sequences

Instead of introducing features randomly, guide users through a logical progression.

The Feature Journey Framework

Organize features by natural progression:

Core Feature (Activation)
    ↓
Feature that enhances core (Week 1)
    ↓
Feature that adds efficiency (Week 2)
    ↓
Feature that enables scale (Week 3)
    ↓
Advanced/power features (Month 2+)

Feature Adoption Based on User Behavior

The most effective product tour emails are triggered by user behavior, not fixed schedules.

Behavior-Triggered Feature Emails

Trigger	Feature to Introduce	Why
Created 5+ projects	Templates feature	They'd benefit from starting points
Invited first teammate	Collaboration features	Team features now relevant
Exported data 3+ times	API/integration	They're moving data elsewhere
Used product 5 days in a row	Automation features	Ready for efficiency gains
Hit a usage limit	Upgrade features	Natural expansion moment

Combining Email and In-App Tours

The best approach uses both channels together.

The Coordination Pattern

Email does:

• Explains WHY the feature matters
• Provides context and use cases
• Brings users back to the product
• Follows up if they don't engage

In-app tour does:

• Shows HOW to use the feature
• Guides through specific steps
• Provides interactive learning
• Confirms completion

Implementation

1. Email introduces feature with clear value proposition
2. CTA links to feature with query parameter (e.g., ?tour=feature-name)
3. In-app tour triggers when user lands with that parameter
4. Track completion of both email click and tour completion
5. Follow-up email if they clicked but didn't complete tour

Progressive Feature Education

Don't try to teach everything at once. Build knowledge progressively.

The Progression Model

Level 1: Awareness User knows the feature exists

Level 2: Understanding User knows what it does and why

Level 3: Trial User tries the feature once

Level 4: Adoption User uses the feature regularly

Level 5: Mastery User uses advanced aspects of the feature

Emails for Each Level

Measuring Product Tour Email Success

Key Metrics

Metric	What It Measures	Target
Email open rate	Interest in feature	30-50%
Email click rate	Intent to explore	5-15%
Feature trial rate	Actual usage	20-40% of clickers
Feature adoption rate	Ongoing usage	30-50% of trialers
Time to feature discovery	Speed of education	Should decrease

A/B Testing Product Tour Emails

Test these elements:

1. Value proposition: Different benefits to emphasize
2. Timing: How long after activation to introduce features
3. Specificity: General benefit vs. specific outcome
4. Social proof: With vs. without user examples
5. CTA placement: Early vs. late in email

Common Mistakes in Product Tour Emails

Mistake	Why It Hurts	What to Do Instead
Too many features at once	Overwhelming	One feature per email
Features before activation	Users don't care yet	Wait until core value experienced
Feature focus over benefit	Not compelling	Lead with outcome
Same email for all users	Irrelevant content	Trigger based on behavior
No follow-up	Missed opportunities	Send adoption check-in

Integration With Other Sequences

Product tour emails connect to your broader strategy:

• After activation sequences: Start feature tours
• Alongside feature adoption emails: Complementary approach
• Before upsell sequences: Features that lead to upgrade
• With customer success emails: Deeper product education

For a broader view of onboarding, see our SaaS email onboarding sequences guide. For related approaches, check out how to set up product tour emails.

The Bottom Line

Product tour emails extend your in-app education to the inbox. They explain why features matter, bring users back with purpose, and build progressive knowledge over time.

Start after activation, not at signup. Trigger based on behavior when possible. Lead with outcomes, not features. And coordinate with in-app tours for maximum impact.

The goal isn't to show users everything your product does. It's to help them discover the right features at the right time. Email is your tool for making that happen.