Beyond the obvious name the content of the emails we send depends on what category the user falls into, and a specific timing when to send it. We do segment users based on what they do in our product (toggl.com/hire) and use Intercom and Amplitude for this purpose. Once they meet the criteria (for example signed up in the last 2 weeks, created a skills test, got 5+ test takers) that triggers an email from Intercom with the relevant content.