Five Email Sequences For SaaS Companies To Convert Free Trial Users Into Annual Subscribers

If your email sequence isn't charming, your users will ghost you faster than a bad Tinder date.

You've got them interested enough to trial your product. Now, you need to give them a reason to stay. The way you follow up during the trial makes or breaks your conversions, and email is your best shot at turning that curiosity into commitment.

A good email sequence keeps them engaged, click by click, feature by feature, until upgrading feels obvious. It's not about hard selling. It's about showing up with the right message at the right moment so your free trial doesn't end in silence and unsubscribes.

Here are some email sequences our Saas customers have had high conversions with, try them for your own product:

1. Founder's Welcome & Storytelling Sequence

• Email 1: A personal welcome from the founder, sharing the company's mission and the problem it aims to solve.

• Email 2: Highlight a common user problem and demonstrate how your product addresses it, using visuals like screenshots or videos.

• Email 3: Introduce premium features and the benefits of upgrading.

• Email 4: Share a customer success story or testimonial to provide social proof.

• Email 5: Create urgency with a limited-time offer to encourage upgrading. 

Why it works: A personal welcome from the founder humanizes your brand and builds trust. Sharing the company's mission and the problem it aims to solve creates an emotional connection with users.

How it works: The sequence starts with a heartfelt welcome email from the founder, followed by emails that highlight common user problems and how your product addresses them. It introduces premium features, shares customer success stories, and concludes with a limited-time offer to encourage upgrading.

Benefits: You'll foster a personal connection, build credibility, and motivate users to upgrade by showcasing real-world applications and benefits of your product.

2. Behavior-Based Engagement Sequence

• Email 1: Welcome email with a brief tutorial to get started.

• Email 2: If the user is inactive, send a gentle reminder highlighting key features.

• Email 3: For active users, introduce advanced features or tips to maximize value.

• Email 4: As the trial nears its end, summarize the benefits they've experienced and prompt upgrading.

• Email 5: Post-trial, solicit feedback to understand their experience and address any concerns. 

Why it works: Tailoring content based on user interactions increases relevance and engagement. It ensures users receive information pertinent to their usage patterns, enhancing their experience.

How it works: The sequence begins with a welcome email and a brief tutorial. Subsequent emails are triggered based on user behavior. You'll send reminders to inactive users and introduce advanced features to active ones. As the trial nears its end, it summarizes the benefits they've experienced and prompts upgrading.

Benefits: Personalized communication keeps your users engaged, addresses their specific needs, and increases the likelihood of conversion by demonstrating the product's value in their context.

3. Educational Content Sequence

• Email 1: Welcome email with links to guides on getting started.

• Email 2: Share a blog post or video tutorial on best practices.

• Email 3: Introduce an eBook or whitepaper relevant to their industry.

• Email 4: Invite them to a webinar or live demo session.

• Email 5: Recap the educational resources provided and suggest upgrading for more advanced features.

Why it works: Providing valuable information positions your brand as a helpful resource. Educated users are more likely to see the value in your offering and convert to paying customers.

How it works: The sequence offers getting started guides, shares blog posts or video tutorials on best practices, introduces relevant eBooks or whitepapers, invites users to webinars or live demo sessions, and recaps the educational resources provided, suggesting upgrading for more advanced features.

Benefits: You enhance user knowledge, build trust, and demonstrate your commitment to their success, making them more inclined to invest in your product.

4. Trial Expiry Countdown Sequence

• Email 1: Mid-trial check-in, highlighting features they haven't explored yet.

• Email 2: Reminder that the trial is ending in 3 days, emphasizing the benefits of upgrading.

• Email 3: Final day reminder with a special offer or discount to prompt immediate action. 

Why it works: Creating a sense of urgency as the trial period ends prompts users to take action. Reminding them of the trial expiration triggers the fear of missing out (FOMO).

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How it works: Mid-trial, users receive a check-in email highlighting unexplored features. As the trial nears its end, they receive reminders emphasizing the benefits of upgrading and a final day reminder with a special offer or discount to prompt immediate action.

Benefits: You can leverage urgency to motivate users to make a purchasing decision, increasing conversion rates.

5. Post-Trial Feedback & Re-Engagement Sequence

• Email 1: Thank them for trying the product and request feedback on their experience.

• Email 2: Address common concerns or objections based on feedback received.

• Email 3: Offer a limited-time discount or extended trial to re-engage them.

• Email 4: Share updates or new features added since their trial ended.

• Email 5: Final call to action, emphasizing the value and improvements made.

Why it works: Understanding user experience and addressing concerns can re-engage users who didn't convert during the trial. Soliciting feedback shows that you value their opinions and are committed to improvement.

How it works: After the trial ends, users receive a thank-you email requesting feedback. Subsequent emails address common concerns based on the feedback, offer limited-time discounts or extended trials to re-engage them, share updates or new features added since their trial ended, and make a final call to action, emphasizing the value and improvements made.

Benefits: You can identify and overcome barriers to conversion, re-engage users, and demonstrate your dedication to meeting their needs, potentially turning hesitant users into paying customers.

Remember, your free trial users are potential customers waiting to be convinced. By implementing strategic email sequences, you can guide them from mere interest to full commitment. It's about timely communication, showcasing value, and making the upgrade path irresistible.

If you need more ideas or would like to tailor these strategies to your brand, we can help. Email us at hello@borrowedpen.com to get started.