Brand
Apollo.io
Subject line
How to avoid the spam folder.
Use case
Onboard Free UserAbout this email
This is a SaaS lifecycle email aimed at users who have not yet engaged with Apollo's email service. It uses a conversational and reassuring tone to address common concerns about email deliverability and provides actionable resources such as a "Spam-Proof Strategies" guide and a "Cold Email Deliverability Checklist." The email is structured with clear, clickable links and a call to action encouraging users to reconnect their inbox or schedule a live demo with the sales team. The tone is friendly, supportive, and motivational with a slight informal touch.
Apollo.io journey
Why this works
**Why this works.** The subject line names a pain point (spam folder) instead of a product feature, which makes inactive users open because they're worried about a real problem, not because Apollo wants them to try something. The pattern here is "lead with the user's fear, not your feature"; you can lift it for any onboarding nudge email where you need to re-engage dormant users by addressing what keeps them up at night.
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