Brand
Ahrefs
Subject line
Group a list of URLs and track them as a single project, and more
Use case
Onboard Paid UserTags
About this email
This onboarding email from Ahrefs provides new users with actionable tips to maximize the software’s SEO tracking features. It is structured into three distinct sections, each introducing a key tool or functionality (Portfolios for grouped URL tracking, Site Structure reports, and the Keywords Explorer filter). The tone is practical and supportive, using clear examples and visuals to help users understand complex features while encouraging continued engagement through webinars and follow-ups.
Ahrefs journey
Why this works
**Why this works.** The subject line leads with a concrete job-to-be-done (grouping URLs into a project) instead of naming the feature itself (Portfolios), so users immediately see the outcome they'll unlock rather than another product term to learn. The pattern here is "outcome before feature name"; you can lift it for any product education email where you want paid users to adopt capabilities they don't yet know they need.
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