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New user invites are a core driver of product-led acquisition and one of the strongest growth levers in B2B SaaS.
In case you missed it, I recently did a deep dive on what makes these emails work and why they’re so much more than just transactional messages.
In the viral growth loop, one step is almost always overlooked: when a new user receives an email invite.
The PLG viral invite growth loop
This touchpoint is often treated like a system notification, not the high-leverage conversion opportunity it truly is.
These emails might seem like a small detail, but they represent the first true expansion moment in a PLG motion, bridging the gap between one engaged user and a fully adopted team.
A poorly designed invite weakens that loop and slows growth.
So I set out to understand what makes a great one, analyzing 50 real examples from top PLG companies and pulling them into a free database you can learn from.
Let’s get to the free database!
Miro database of email invites
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The new user invite email database 👇
Inside this Miro, you’ll find 50 new user invite emails, each scored against the three key ingredients: trust, validation, and action
Skim. Compare. Steal like a strategist.
Then apply the best of what you see to your own growth loop!
Here is an example of one email invite you will see in the database
Each tactic is labeled with post-its that speak to each of the core ingredients: Trust, Validation, and Action
The 3 ingredients behind high-converting invites
Based on my analysis of all of these real-world examples, the most effective invites consistently deliver on three core ingredients:
Trust: Helps the user recognize the sender, feel safe, and understand the context.
Validation: Shows the product’s value and why they’re being invited.
Action: Guides them clearly toward what to do next.
When we break those ingredients down into real-world decision-making, great invite emails help users answer five foundational questions:
1. What is this?
"Is this spam? A promo? A personal email? An urgent work request? This is about recognition and category matching in the brain.
2. Is this relevant to me?
"Did I request this? Was I expecting this? This is context matching: the brain tries to reconcile what it sees with what it knows.
3. Can I trust it?
"Is this safe? Who sent it? Do I recognize them? This is where psychological safety kicks in.
4. Why should I care?
"What’s in it for me?"
5. What do I need to do?
"If I click this, where is it taking me?" “Is it going to be easy?”
When someone opens an invite email, they’re not just clicking a link, they’re deciding whether to say yes to something new.
Yes to trying a product they didn’t choose.
Yes to joining a teammate in unfamiliar territory.
Yes to carving out time for something they might not yet trust or see value in.
It’s a small moment, but if you’re trying to spark expansion, boost activation, or improve the first-time user experience, it’s one worth getting right!
Meme of the day #11
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Thanks for reading!
-Drew
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