Personalized messages for product onboarding

Techniques for onboarding users to online product features are described. According to various embodiments, email content data describing an email type of an email to be transmitted to a particular member is accessed. Information identifying a plurality of candidate onboarding content items associated with the email type is also accessed. Feature data including member onboarding content item interaction data describing the particular member's interactions with various onboarding content items is also accessed. Thereafter, for the particular member and the email type, a relevance score is generated for each of the candidate onboarding content items, based on the email content data and the member onboarding content item interaction data. Each of the relevance scores may indicate a likelihood that the particular member selects the corresponding candidate onboarding content item. A specific onboarding content item is then selected from the plurality of candidate onboarding content items, based on the generated relevance scores.