Brand
Clickup
Subject line
Warm chocolate ClickUp cookies
Use case
Onboard Free UserAbout this email
This email serves as a comprehensive welcome and onboarding message from ClickUp, aimed at new users. It is structured into distinct sections including an introduction to the product, learning resources (university, demo, docs, support), team collaboration encouragement, notification settings, importing from other platforms, integrations, and download options for various devices. The tone is friendly and motivating, encouraging productivity while providing clear, actionable links and visual icons to facilitate user engagement and adoption of the platform's features.
Clickup journey
Why this works
**Why this works.** The subject line uses a concrete, unexpected object (warm chocolate cookies) instead of announcing "Welcome to ClickUp," which makes the email feel like a gift from a friend rather than corporate onboarding, so new users open it for curiosity instead of obligation. The pattern here is "humanize the boring announcement"; you can lift it for any welcome or first-touch email where you want free users to feel delighted rather than sold to.
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