Each row is one moment in someone's life with HQ. It shows what triggers an email, what they get, what stops it, and where it stands. Click "View emails" to see the actual emails.
5
Live
2
Drafted, waiting on eng
3
Next batch
4
Backlog
1
Blocked
Every trigger, in journey order
When this happens
They get
It stops when
Status
1 · Sign up
When this happens
Anyone signs up
They get
Welcome series: 6 emails over 11 days, the same for everyone.
It stops when
It doesn't. Everyone gets all 6.
Live
When this happens
Leaves signup before signing in
They get
Nothing. We don't have their email yet.
About 13 of 30 people who didn't finish signup, Sep 20 to 27.
It stops when
n/a
BlockedNeeds a backend change: signup progress is only saved in the browser.
When this happens
Signed up, no company after 2 days
They get
"Your HQ is almost ready" (day 2), then "Your company's one step away" (day 5).
These people will stop getting the install nudges below, since they need a company first.
It stops when
They create a company.
DraftedWaiting on eng to send "company created."
2 · Install
When this happens
Signed up, hasn't opened the app 30 min to 6 h later
They get
"Your HQ download is waiting," with Mac and Windows links. One email.
It stops when
Sent once.
Live
When this happens
Signed up, hasn't signed into the app after 2 days
They get
"You're one step from HQ" (day 2), then "Whenever you're ready" (day 5).
First 58 signups: 24 signed in before nudge 1 and got nothing, 19 got nudge 1, 15 were still in the first wait.
It stops when
They sign into the app for the first time.
LiveSince Sep 24
3 · First real use
When this happens
Set up, but hasn't synced any real work after a day
They get
Nothing yet. Proposed: "Save a file in your HQ folder and sync it."
Biggest drop-off in the funnel: 82% of people who synced in week one stayed, against 18% who didn't. Median wait before first real work is about 21 hours.
It stops when
Their first sync.
Next batch
4 · Team
When this happens
Created a company, hasn't invited anyone after 5 days
They get
"HQ's better with your team in it" (day 5), then "Quick question" (day 12).
Companies with 2+ members paid at 11.8%, against 1.9% for solo ones. Starts at day 5 so it doesn't land right after welcome email 3.
It stops when
They invite anyone.
DraftedWaiting on eng to send "company created" and "teammate invited."
When this happens
An invite sits unaccepted
They get
Nothing. Proposed: remind the invitee on day 2 and before it expires, and tell the inviter when someone joins.
It stops when
The invite is accepted or expires.
Next batch
5 · Usage
When this happens
Created a bot but never ran it
They get
Nothing. Proposed: a nudge to try it.
It stops when
The bot runs.
Next batch
6 · Billing
When this happens
A Workforce checkout expires unpaid (after 24 h)
They get
"You're one step from Workforce" (1 h later), then "Still want your team on HQ?" (2 days later).
People who already paid in another checkout are skipped.
It stops when
They pay.
LiveSince Sep 24
When this happens
Close to, or over, a free plan limit
They get
Plan-limit emails: approaching, over, and a reminder.
Bug: the "close to your limits" email goes out without the usage numbers.
It stops when
Event-based, one per event.
Live
When this happens
Pays for Workforce
They get
Nothing. No thank-you or getting-started email.
It stops when
n/a
Backlog
When this happens
A payment fails
They get
Nothing from us. Whether Stripe's own emails are on is unconfirmed.
It stops when
n/a
Backlog
7 · Retention
When this happens
No sync for weeks
They get
Nothing. No win-back email.
It stops when
n/a
Backlog
When this happens
Cancels or downgrades
They get
Nothing. Only a Slack alert to our team.
It stops when
n/a
Backlog
Also live, not shown above: one-off emails triggered by an action, such as a team invite, a shared file, demo prep, or access approved.
Next batch: product-usage emails
In suggested order. The first two are drafted. The rest need copy and one signal each from eng.
No company after 2 days
Drafted. Needs eng to send "company created." It also moves people without a company off the install nudges and onto the company emails.
Never invited a teammate
Drafted. Needs eng to send "company created" and "teammate invited" from both invite paths, plus a link to the invite screen.
No first sync after a day
The biggest drop-off in the funnel. HQ already records the first sync. Eng would need to send it to Resend.
Invite not accepted
Remind the invitee, and tell the inviter when someone joins.
Bot created, never run
A nudge to try it.
Problems with the emails we already send
Plan-limit email missing numbers
The "close to your limits" email goes out without the actual usage numbers.
No do-not-send list
Addresses that bounce or mark us as spam still get emailed. There's no suppression list catching them.
Four different senders
updates.hqforwork.com, onboarding@indigo-hq.com (invites), share@getindigo.ai (file shares), and Amazon's default sender for sign-in codes. The sender name also varies ("Jacob at HQ", "Indigo HQ", "HQ"). A billing email was flagged as a scam on Sep 16 because of this.
Emails
Preview only, with a sample name filled in. This is the email as it looks in an inbox.