Welcome Email Series for a Computer Club: 5 Onboarding Emails

Welcome Email Series for a Computer Club: 5 Onboarding Emails

The first 30 days after registration determine whether the client stays or leaves. The welcome email series guides the new player through key steps: balance top-up, understanding the loyalty programme, getting the mobile app, returning at the first churn risk. Five emails with precise timing (Day 0, Day 2, Day 5, Day 10, Day 21) close critical onboarding gaps and improve retention by 10–15 percentage points.

The series is configured in IZI via the Automations module for push notifications, or through an external email service (Mailchimp, SendGrid, MailerLite) for a full drip campaign. All emails contain {{client_name}}, {{club_name}}, {{bonus_amount}} placeholders for automatic personalisation.

Why a Drip Campaign

A single welcome email works poorly. The client reads it, closes it, forgets it. The problem isn’t the content — it’s the timing. Information about the bonus programme isn’t relevant at registration; it’s relevant on the second visit. Information about tournaments isn’t needed on day one; it’s needed once the client has decided they like the club.

A drip series delivers the right message at the right lifecycle moment. Day 0 — activation. Day 2 — mechanic explanation. Day 5 — feature deepdive. Day 10 — incentive to return if the client went quiet. Day 21 — social reinforcement and feedback request.

Each email solves a specific problem at a specific stage. Together they form a return pattern and convert newcomers into regulars.

How the Series Works

Client registers (via app or in-CRM on first visit) → system automatically adds their email to the drip campaign → emails send on schedule with delays → client receives the right information at the right moments without admin involvement.

Send logic is configured once. Each new client enters the series automatically at registration. Exclusion conditions (e.g. don’t send email 4 if client already had a repeat visit) are configured in the email service via audience filters.

Email 1: Day 0 — Welcome and Top-Up Instructions

When sent: immediately after registration (0–30 minutes).

Goal: activate the client — explain how to top up and start playing.

Subject line:

Welcome to {{club_name}}! How to get started

Preheader:

Top up in 2 minutes — and your seat is ready

Body:

Hi {{client_name}},

Welcome to {{club_name}}. Your account is created — now you can top up your balance and book a seat.

How to top up:
— At the club front desk (cash or card)
— Through the IZI mobile app (link below)
— Via the in-venue kiosk

After topping up, your balance is available instantly. You can start a session or book a time slot in advance.

Download the app:
[iOS] [Android]

Club address: {{club_address}}
Opening hours: {{club_hours}}

See you at the club!
Team {{club_name}}

CTA: Top up now ({{topup_link}})

---

Email 2: Day 2 — Loyalty Programme and Bonuses

When sent: 2 days after registration.

Goal: explain how bonuses work so the client understands why topping up more at once is beneficial.

Subject line:

How bonuses work at {{club_name}}

Preheader:

Every top-up earns bonuses — here's how it works

Body:

{{client_name}}, quick note about bonuses.

Every time you top up your balance — bonuses are automatically credited. Bonuses spend on sessions just like real money.

How it works:
— Top up £50 → earn {{bonus_percentage}}% in bonuses (that's £{{bonus_amount}} extra)
— The more you top up — the higher the bonus percentage
— Bonuses are visible in the app and in the CRM

Bonuses are valid for {{bonus_expiration_days}} days after being credited — use them before they expire.

Pro tip: top up enough for several visits at once — the bonus percentage is higher on larger amounts.

Check your balance in the app:
[Download for iOS] [Download for Android]

Questions? Message the admin or comment on our Instagram: {{instagram_handle}}

Play smart,
{{club_name}}

---

Email 3: Day 5 — Three Main Club Features

When sent: 5 days after registration.

Goal: highlight features the client may have missed — app, multipass, tournaments.

Subject line:

3 things at {{club_name}} that make life easier

Preheader:

App, multipass, tournaments — a walkthrough

Body:

{{client_name}}, here's what's worth trying:

**1. The IZI mobile app**
Top up your balance online, book seats, order from the bar without leaving your PC. All in one app.
[Download the app]

**2. Multipass — hour package with a discount**
Buy a package (10, 20, 50 hours) and get up to {{multipass_discount}}% off. Hours deduct as you use them. Worth it if you come regularly.
[Learn about multipass](/en/playbooks/sell-multipass/)

**3. Tournaments every week**
Every {{tournament_day}} at {{tournament_time}} — tournaments in {{tournament_games}}. Prize pool, rankings, atmosphere. Register in our Telegram channel: {{telegram_channel}}

Try one thing this week — you'll notice the difference.

{{club_name}}

---

Email 4: Day 10 — Personal Invitation with Bonus

When sent: 10 days after registration, only if the client has not had a repeat visit.

Goal: win back a client who registered but didn’t stick. Personal invitation + time-limited bonus.

Subject line:

{{client_name}}, haven't seen you in a while — here's a bonus for you

Preheader:

Special bonus of {{bonus_amount}} valid until {{bonus_expiry_date}}

Body:

Hi {{client_name}},

We noticed you haven't been in for a while. Maybe something wasn't quite right? Or just been busy?

Reminder: you have an active account at {{club_name}}, and we'd love to see you again.

A special bonus for you:
— Top up before {{bonus_expiry_date}}
— Get {{bonus_amount}} in bonuses on top
— Bonus expires {{bonus_expiry_date}} — don't miss it

This is a personal offer, available once only.

Come in any time:
{{club_address}}
{{club_hours}}

Or top up online and book a seat right now:
[Open the app]

Any questions? Message the admin directly: {{admin_contact}}

We're looking forward to seeing you,
Team {{club_name}}

---

Email 5: Day 21 — Review and Social Media Invite

When sent: 21 days after registration.

Goal: get feedback, direct to social channels for long-term retention, reinforce the habit.

Subject line:

How are you finding {{club_name}}? Share your thoughts

Preheader:

Your opinion matters — tell us what you think about the club

Body:

{{client_name}}, you've been with us for {{days_since_registration}} days.

We'd love to know: how are you finding the club? What do you like? What could be better?

Spend 30 seconds — answer one question:
[Rate the club 1 to 10]

If you have specific feedback — reply to this email. We read everything and genuinely improve what isn't working.

Contact the admin: {{admin_contact}}

---

Not following our social channels yet?

📱 Instagram: {{instagram_handle}} — hall photos, promotion announcements, Reels from tournaments
📢 Telegram: {{telegram_channel}} — tournament schedule, bonuses, club news

Subscribe so you don't miss promotions and tournaments.

---

Thanks for gaming with us. See you at the club!

{{club_name}}

---

Send Logic: What to Configure in the Email Service

The whole series is one drip campaign with trigger “Client Registered” and five steps with delays.

Timing Table

Email	Delay	Send condition	Action
1	Day 0 (immediately)	Always	Send
2	+2 days	Always	Send
3	+5 days	Always	Send
4	+10 days	visit_count = 1 (only visited once)	Send with bonus
4 (alternative)	+10 days	visit_count > 1 (had a repeat visit)	Skip email 4, send lightweight “Great to have you back!“
5	+21 days	Always	Send

Configuring in Mailchimp / SendGrid

1. Create a new Automation (automated series).
2. Trigger: “Added to list” or “Tagged new_client”.
3. Add 5 email blocks with delays:
   • Email 1: delay = 0 hours
   • Email 2: delay = 2 days
   • Email 3: delay = 5 days
   • Email 4: delay = 10 days, condition = visit_count = 1
   • Email 5: delay = 21 days
4. Configure placeholders: {{client_name}}, {{club_name}}, {{bonus_amount}}, {{bonus_expiry_date}} — pulled from contact fields.
5. Activate the campaign.

Each new client enters the series automatically at registration (if IZI sends data to the email service via API or Zapier).

Configuring via IZI Automations (Alternative)

If using only push notifications (no email), the full series configures in the IZI Automations module:

• Email 1 → Push Day 0: trigger “Registration complete”
• Email 2 → Push Day 2: trigger “2 days since registration”
• Email 3 → Push Day 5: trigger “5 days since registration”
• Email 4 → Push Day 10: trigger “10 days, visit_count = 1”
• Email 5 → Push Day 21: trigger “21 days since registration”

Placeholders: What to Substitute

All emails contain variables in {{variable}} format. Replace with real values before launch or configure auto-substitution in the email service.

Placeholder	What to substitute	Example
{{client_name}}	Client name	Alex
{{club_name}}	Club name	Cyber Arena
{{club_address}}	Club address	45 High Street, 3rd floor, Central Mall
{{club_hours}}	Operating hours	Mon–Thu 12:00–23:00, Fri–Sun 10:00–02:00
{{bonus_percentage}}	Bonus percentage	15%
{{bonus_amount}}	Bonus amount in currency	£7.50
{{bonus_expiry_date}}	Bonus expiry date	15 June
{{bonus_expiration_days}}	Bonus validity period	30 days
{{multipass_discount}}	Multipass discount	20%
{{tournament_day}}	Tournament day of week	Saturday
{{tournament_time}}	Tournament time	18:00
{{tournament_games}}	Tournament games	CS2, Dota 2
{{telegram_channel}}	Telegram channel link	@cyberarena
{{instagram_handle}}	Instagram handle	@cyberarena.london
{{admin_contact}}	Admin contact	@admin_cyber or +44 7700 123456
{{days_since_registration}}	Days since registration	21

Series Effectiveness Metrics

1. Open Rate per Email

Email	Target open rate
Email 1 (Day 0)	60–70%
Email 2 (Day 2)	40–50%
Email 3 (Day 5)	35–45%
Email 4 (Day 10)	30–40%
Email 5 (Day 21)	20–30%

Declining open rate is normal. By day 21, some clients have already engaged and don’t need email updates. The first three emails are what matters most.

2. Day 30 Retention

Core success metric: what percentage of clients returned within 30 days of their first visit.

Formula:

Retention 30 = clients with a visit on day 30 ÷ new clients in period × 100%

Target uplift from the series: +10–15 percentage points vs clients without the series.

Example:

• Without series: retention 30 = 22%
• With series: retention 30 = 35%
• Uplift = +13 pp

Measure via retention cohort report in IZI Analytics, splitting the cohort into those who received the series and those who didn’t.

3. Email 4 Conversion (Return Bonus)

How many clients from the Day 10 segment (no repeat visit) returned after receiving email 4 with the bonus.

Target conversion: 15–25% of those who received the email.

Common Mistakes

Sending all emails at once on day one. Information overload. Client closes and forgets. Drip works through delays.

No personalisation. “Hi!” instead of “Hi Alex!” reduces open rate by 20–30%. Placeholders are mandatory.

Not specifying an exact bonus expiry date. “Bonus valid for a limited time” doesn’t work. “Bonus expires 15 June” creates urgency.

Sending email 4 to everyone without exception. A client who already returned gets a winback bonus — that’s unnecessary cost. The visit_count = 1 condition is mandatory.

Not measuring the effect. Without comparing retention of clients with the series vs without, you can’t know if the mechanic is working. An A/B test is required on first launch.

Ignoring feedback from email 5. Clients write specific problems — that’s a free club audit. Read and act on it.

Integration with IZI

IZI automatically sends new client data to the email service if integration is configured:

1. Client registers in IZI (via app or in-CRM)
2. IZI sends a webhook to Zapier / Make / email service API
3. Client is added to the “New Clients” list with fields: name, email, registration_date, club_id
4. Email service starts the drip campaign automatically

Without integration: export new clients from IZI manually once a week and upload to the email service.

Adapting the Series for SMS or Push

If email isn’t available — the full series transfers to SMS or push. Same structure, shorter text.

Sample SMS (email 1):

{{client_name}}, welcome to {{club_name}}! Top up in the app in 2 mins: {{app_link}}. See you at the club: {{address}}

Sample Push (email 4):

{{client_name}}, haven't seen you in a while! Bonus {{bonus_amount}} until {{date}} 👉

Shorter, more direct, with a concrete CTA. Timing logic stays the same.

See Also

• Triggered Messages in IZI: Welcome, Churn Risk, Reactivation
• Winback by Days of Inactivity: 30/60/90 Cascade
• How to Retain New Clients
• Social Media Strategy for Computer Clubs
• Toolkit: Templates and Scripts