🎁 Download all our marketing resources for FREE. Dozens of eBooks, 100s of email templates, and more →

35 Email Sequence Templates to Convert More Leads, Increase MRR & Reduce Churn

In our last post, we showed you how to create a complete marketing automation strategy in 4 steps. If you followed everything in the guide you have already:

  1. Decided on a lifecycle marketing funnel for your startup.
  2. Chosen the most important metrics to track at each stage of the funnel.
  3. Mapped out your customer journey.
  4. And created or at least decided what marketing automation flows you need.
Funnel map example
Funnel map example

You’re already on the right track to increase conversion, retention, and up-sell opportunities for your startup!

But…

Despite providing almost everything that you need to create a complete marketing automation strategy, there’s one important piece that was missing from this guide:

Powerful email sequence templates that you can re-use in your automation workflows.

Good email sequences and email copy are the barebones of a successful marketing automation flow. Yes, there are in-app messages, SMS, and push notifications, but email is still The King.

Email marketing is the king of the marketing kingdom with a 4400% ROI and $44 for every $1 spent.

Campaign Monitor

The thing is…

Writing good email sequences takes a lot of time.

Fortunately for you, this week we were creating the flow templates for Encharge:

^ These are the flow templates that you can choose from when creating a new flow in Encharge. They all come up with pre-filled email sequences and copy.

The good guy that I am, I thought I could package these email sequences into a post for you. That way you can reuse them in your own workflows, email service provider, or marketing automation tool.

We are going to share 15 email sequences with 35 email templates that will help convert and retain more customers for your digital business.

And because it’s not only about what you say but when you say it The templates are grouped in 5 categories based on a standard lifecycle funnel for a SaaS (or a digital startup) company:

  1. Lead Nurturing Email Sequence Templates
  2. Onboarding Email Sequence Templates
  3. Product Adoption Sequence Templates
  4. Churn Prevention Sequence Templates

Also, important to note, I haven’t included any outbound/unsolicited/cold email templates here. They’re a completely different subject – you need a dedicated cold email software for that (not your typical ESP or Encharge). This guide assumes you have inbound leads and users that come to your website/landing page and leave their emails.

With that out of the way, let’s get down to business.

Notes on formatting:

  • The titles of the emails are also the Subject lines of the emails. For example: “Email 1: Download your eBook” means the subject line of the email is “Download your eBook”.
  • Square brackets indicate a placeholder that you need to update to make the email relevant. For example: [eBook] means you need to type in the name of your eBook or another lead magnet.
  • Curly brackets indicate a dynamic merge tag that is automatically inserted by your email provider. For example: {{ person.firstName | default: "there" }} This is the standard formatting used in Encharge, so if you copy-paste these templates in Encharge you don’t have to change anything there.

What is an email sequence?

First things first, what do we mean when we talk about email sequences?

An email sequence is a series of pre-defined emails that get sent throughout the customer lifecycle — from the very first moment someone leaves their email and becomes a subscriber, all the way to becoming a loyal advocate of your brand.

Among marketers, sequences are also known as drip campaigns, autoresponders, and email series.

Email sequences could be time-based or behavior-based/trigger-based (for instance, when someone opens an email or does something in your app).

This is how an example email sequence looks like:

Email sequence example in Encharge

In the example above, the sequence gets triggered when a product or service trial ends. Then, based on whether the user has replied to the first email, we send the follow-up email. Also, notice the Chargebee trigger which removes the person from the sequence if they become a customer. This is an advanced sequence that combines both time-based and trigger-based triggers.

Now let’s explore the first type of sequences.

Lead nurturing email sequence templates

Lead nurturing helps you convert your inbound traffic into paying customers or at least trials to start with.

For the purpose of this guide, I’m going to call “leads” any email subscribers that are not users of your product, yet. These are people that have downloaded a lead magnet (eBook, worksheet, infographic.) on your site or showed interest in your product – for example, by subscribing to your product newsletter or giving you their email at an event.

The goal of the lead nurturing sequences is to make a brand new, cold lead aware and interested in your product. But also to qualify and filter out the bad leads before you try to push them down the funnel.

Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.

Business2Community


Sequence 1: Capture leads with a lead magnet and send a nurture sequence

Description: When a person downloads an eBook, cheatsheet, report, checklist, or join a course/challenge/program through a form on your site — send them a nurturing email sequence.

Goal: Nurture a lead with valuable content and get them to try your product.

Email 1: Download your eBook

This confirmation email from Betty Rocker is a brilliant example of how to set the stage for your leads. It provides the most important steps after they join her #makefatcry challenge, like whitelisting her email address, and the required preparation, as well as a clear call to action to her meal plan guide:

Email 2: Make [eBook] work for you!

Email 3: What to do next?

Email 4: More resources on [topic of the guide]

Read more: 8 Lead nurturing strategies that work in 2022


Sequence 2: Remind a person to download a lead magnet

Description: When a person leaves their email for a lead magnet on your website but doesn’t click on the Download link in the confirmation email, remind them with a follow-up email.

You’d be surprised how many people that request a lead magnet on your site or landing page don’t end up clicking the download link in the confirmation email.

In my latest eBook a whole 77 people out of 228 didn’t end up getting the eBook. That’s a whopping 33.8% or 1/3 of the people.

Email metrics in Encharge

This simple email sequence will drastically improve the click-through rate of your lead magnets, making it a low-hanging fruit to build into your marketing automation strategy.

Goal: Get a person to download your lead magnet.

Email 1: Download your eBook

Email 2: Reminder: Download your eBook


Email Sequence Template 3: Double the open rate of a newsletter broadcast

Description: Send a follow-up email with a different subject line to people who haven’t opened your first broadcast. That way you’re going to increase the open rate of the broadcast with almost no extra effort.

Goal: Increase open rate for an email broadcast

Email 1: Announcing 3 new features

Email 2: Don’t miss this product announcement

Further reading: 30 Product Launch Announcement Emails (Tips, Templates & Examples)


Sequence 4: Pre-webinar sequence templates

Description: Invite your leads to attend a webinar with a series of pre-webinar emails.

Goal: Increase webinar attendance.

Email 1: Invitation to webinar

Here’s a great example from Jason Swenk:

Webinar invitation email example from Jason Swenk

Email 2: Webinar confirmation email

Email 3: First reminder (5 days before webinar)

Email 4: Second reminder (1 day before)

Email 5: Final reminder (60 – 10 minutes before)

Want more webinar email examples? Check out our full post on webinar follow-up emails for more templates — both pre and post-webinar.


Onboarding email sequence templates

Free users who complete the prompts (author note: prompts = onboarding emails) within 24 hours are almost 80% more likely to convert to paid customers than those who don’t. That’s a massive drop-off, and we use the 24-hour mark as a benchmark for early customer success.

Groove

Groove onboarding email examples
Groove onboarding emails

Onboarding is perhaps the most critical stage of the customer lifecycle in every SaaS. Time to value or reaching the so-called “Aha” moment is of utmost importance. It’s also the stage that you start thinking about first when you create your marketing automation strategy from scratch.

That’s why I have included not 1 but 4 onboarding and signup email sequences for you.


Sequence 5: Onboard trial users and help them reach the “Aha” moment

Description: When a user signs up for your product, send them an onboarding sequence.

Goal: Onboard trial users and get them to upgrade by leading them to the “Aha” moment.

With an email sequence following a similar structure, we were able to double our trial-to-paid conversion rate at our previous startup HeadReach from 1.5% to 3%.

Needless to say, you can’t compromise on using an onboarding sequence in your SaaS.

Email 1: Welcome to [Product], {{ person.firstName | default: "friend" }}!

Email 2: A personal hello + a quick question

Further reading: 10 Of The Best Thank You Emails & Subject Lines (Examples, Tips & Templates)

Email 3: Tip 1: [Hottest and most valuable feature of your product]

This example from Hopin shares 3 important tips on how to create more engaging events with the platform:

Email 4: Tip 2: [Second value-based feature]

Email 5: Tip 3: [Third value-based feature]

Email 6: See how [Company X] is using [Product] to get [results Y]


Sequence 6: Push unfinished registrations to complete signup

Description: If a user has completed step 1 of a sign-up process but hasn’t finished the rest of the steps (like providing billing details upfront), send them a reminding help email.

This onboarding flow works if you have a 2-step or longer signup process, and it works exceptionally well if you ask for a credit card before product signup.

Goal: Reactivate users that have abandoned the signup process.

Christoph Engelhardt has documented how this single marketing automation flow has helped Drip and his startup LinksSpy increase Trial Signups by 15%.

Email 1: Important: Finish your signup

Email 2: Don’t leave [Product] this way…


Sequence 7: Trial expiration emails

Description: Trial expiration emails are a must if you run a product or a service with a limited trial period. However, note that not all users will qualify for these emails just because their trial has ended or is close tot ending. We explored a smarter approach to reach out to trial users in our post on trial expiration emails.

Goal: Convert a trial to paying customer.

Email 1: 3-5 days before a trial is over

Email 2: When trial ends

Email 3: 3 days after trial ends

In fact, this is the exact email we send 3 days after our trial period ends (see below). Additionally, you might want to send one more email 7-10 days after the trial is over, a final hail mary to convert them to paying customers, and offer a hefty discount for your product (40-60%).

Trial expiration email example from Encharge

Alternatively, you can send a link to a survey. This email from popular website platform Duda uses the following subject line: “Hey Kalo, It’s Zvi from Duda. I noticed you tried our platform but didn’t purchase a plan.”

Survey email from Duda

Want more inspiration for your trial expiration messages? Check out our post with 9 trial expiration email templates.


Sequence 8: Re-engage expired trials

Description: When a trial ends, but the user didn’t convert, Re-engage the user manually. If the user doesn’t respond to your calls or emails, send them an automated re-engagement offer.

Goal: Convert a trial to a paying customer.

Email 1: Get [free usage or additional premium feature] if you upgrade now!


Product adoption email sequence templates

Instead of hoping your customers will use your product, take charge of delivering an unforgettable user experience that helps them achieve their goals in the shortest possible time and with the least hassle.

Product adoption email sequences will help you shepherd your users to the most valuable bits of your product and guarantee they don’t miss on critical steps required for a great user experience.

With user behavioral Triggers, like for example when a user upgrades to a premium account or activates/installs specific feature, you can use email sequences to engage users when they’re most receptive to your instructions.

The product adoption email sequences are essentially an extension of your in-app tutorials that reinforce repetition and the mere-exposure effect.

Such Triggers could be:

  • When a user upgrades from a Trial to a Silver Premium account.
  • Creates their first task.
  • Sends their first email.
  • Create their first landing page.
  • Integrates your tool with a 3rd party integration.
  • Invites a team member, and so on.

Encharge has native integrations with Segment and Stripe to facilitate the creation of such behavior-based email sequences.


Sequence 9: Increase adoption of premium features

Description: Welcome newly upgraded customers and send an educational email sequence to help with the adoption of premium features.

Goal: Increase adoption and use of product features.

Email 1: You’ve Successfully Upgraded to Silver Premium Subscription!

Book-summarizing subscription service Blinkist doesn’t shy from sharing all of the major benefits when you upgrade your plan on the platform:

Blinkist upgrade email

Email 2: Premium Tip 2: [Second premium feature]

Email 3: Premium Tip 3: [Third premium feature]


Sequence 10: Educate users about a recently activated feature

Description: If a user starts using or activates a specific feature, send them an educational email about that feature to increase feature adoption.

Goal: Increase adoption and use of product features.


Sequence 11: Revive dead product leads

Description: If a product lead is older than 60 days and not converted to a Premium, send “Are you still looking for a high-value feature?”

Goal: Re-activate old product leads.

Email 1: Are you still looking for a [high-value feature]?


Churn prevention email sequence templates

Churn is the percentage of your customers that leave your service over a given time period.

An acceptable churn rate is in the 5 – 7% range annually or 0.4% to 0.6% monthly – says Bessemer Venture Partners.

Most of you reading this article will very likely have a 5-7% MONTHLY churn rate (that’s kind of the “standard” I’ve observed conversing and working with early to middle stage SaaS companies). Put in other way, you’re churning more than half of your customer base annually.

As Lincoln Murphy says:

It isn’t a lack of customers in the front door that is stopping your growth; it’s the constant flow of customers out the back door that is killing your business!

Hopefully, I don’t have to convince you that employing timely targeted churn prevention sequences is a must for your SaaS business.

There are many emails proven to reduce churn, and pretty much all of the previous email template sequences I covered in this guide have the main purpose of helping you increase your MRR, but in this chapter I want to share 4 sequences that are going to have an instant impact on your churn rate.


Sequence 12: Prevent inactive customers from churning

Description: If a customer is not active for more than 10 days, send “Do you need help?” email. And if they don’t open the email start showing them successful case studies via Facebook ads to reactivate them.

Goal: Prevent churn.

Email 1: Do you need help with [Product]?


Sequence 13: Get feedback from a recently churned customer

Description: Ask recently churned customers for feedback to improve product and customer experience.

It’s important to understand the moment of churn:

A churn moment could be defined as either:

  1. At the moment, the subscription ends and renewal doesn’t happen, or
  2. At the moment of the cancelation.

When a customer cancels, they haven’t churned, yet.

Customers don’t churn until the end of their subscription period arrives and they don’t renew, because they’ve already paid up until the end of their subscription period. If they’ve only canceled, you still have a chance to win them back before their subscription ends.

ProfitWell

This is why it’s crucial to get feedback from a recently canceled customer – it gives you an opportunity to

Goal: Prevent churn, get feedback

Email 1: Your feedback?

Email 2: The reason you cancelled?

Last but not least, it always helps to let the churned customer know that they can re-activate their subscription at any time. This is what health club aggregator platform ClassPass do in their cancellation confirmation email:

ClassPass cancellation confirmation email

Further reading: 16 Proven Cancellation Email Examples and Subject Lines


Sequence 14: Prevent delinquent churn

Description: Follow up on failed payments to prevent churn.

Add tag PaymentFailed when a subscription is Past Due and remove it when subscription becomes Active again.

Goal: Prevent churn.

Email 1: Important: Your payment failed


Sequence 15: Nudge long-term customer to upgrade to annual subscription

Description: Nudge a long-term customer to upgrade their monthly subscription to an annual one by offering them a deal.

Goal: Prevent churn.

Email 1: Get 20% off when you switch to Annual plan

That’s a wrap! 15 proven email sequence templates with 35 email examples to help you convert more leads, increase your monthly recurring revenue, and reduce your churn.

If you’d like to get these email sequence templates and the marketing automation flows right out of the box, make sure to register for Encharge.

4.8/5 from 228 reviews
4.9/5 from 158 reviews
4.9/5 from 155 reviews
4.91/5 from 154 reviews

Meet your new marketing automation platform

Customer messaging tools don’t automate workflows outside your product and marketing automation tools are bad at behavior emails. Encharge is the best of both worlds — a marketing automation platform built specifically for startups and digital businesses.

“Encharge helped us visually redesign our onboarding flow resulting in a 10% increase in our trial activation rate."

camille-photo
Camille Richon
Founder Payfacile
See why Encharge is different
Use Cases
Marketing automation
Create user journeys that convert, onboard, and retain customers.
Lead nurturing
Nurture email leads into trial users and customers.
User onboarding
Boost product activation and guide your users to value faster
Trial conversion
Smart marketing automation and behavior-based emails to double your trial conversion.
Success Stories
Landbot automates the onboarding for 80,000+ users while saving 320 hours/month
Samdock reduced the cost and time spent on acquiring a new customer by 77% with Encharge
Aito reduced the time for implementing behavior-based emails from hours to minutes
laptop
SaaS
Convert, onboard, and retain more customers. Grow your MRR with marketing automation for SaaS.
meeting
Agencies
Build advanced marketing automation flows for your clients and grow your agency faster than ever before.
document-2
Content creators
Bring your subscribers in Encharge and nurture them into customers with automated email sequences.
opening-times
Subscription businesses
Create targeted messages and automation flows for recurring-revenue businesses.
automated-logistics
Productized services
Automate your services and focus on the important parts of your business.
Flow builder
Create remarkable user journeys with a robust and easy to use visual flow builder.
Broadcasts
Send targeted one-off newsletters to your whole audience or a segment of people.
Behavior emails
Send targeted emails when people do or don’t do something in your app.
User segments
Create user segments with the market’s leading segmentation for SaaS.
User profiles
See the people behind the actions and access the full view of your customer data.
Email personalization
Get your users to act with highly-personalized emails.
Email editor
Design beautiful mobile-ready emails without any HTML skills.
A/B tests
Drive email engagement with A/B tests for your Broadcasts and your Flows.
Lead scoring
Identify interested users and best-fit customers and proactively reach out to them.
Website tracking
Track page visits and form submissions on your website in real-time.
verified
Free email verification
Free email verification for all your contacts in Encharge, on all plans.
Transactional emails
Send emails like password reset, payment receipt, and single sign-on link from your app.
Facebook Logo
Facebook
HubSpot Logo
HubSpot
Calendly Logo
Calendly
Typeform Logo
Typeform
Slack Logo
Slack
Intercom Logo
Intercom
Mailchimp Logo
Mailchimp
Salesforce Logo
Salesforce
Zapier Logo
Zapier
Pabbly Logo
Pabbly
Integrately Logo
Integrately
Stripe Logo
Stripe
Chargebee Logo
Chargebee
Chargify Logo
Chargify
Recurly Logo
Recurly
Paddle Logo
Paddle
Twilio Logo
Twilio SMS
Webhooks Logo
Webhooks
Segment Logo
Segment
API Logo
API
Google Analytics Logo
Google Analytics
SyncSpider logo
SyncSpider
KonnectzIT logo
KonnectzIT
ThriveCart Logo
ThriveCart
+38
More
Blog
In-depth guides, and practical tips for first-timers, marketing experts, and everyone in between.
logo-facebook
Facebook Group
A community for all things Encharge-related.
Knowledge base
Learn how to use Encharge.
window-dev
Developer Docs
Tools for developers.
thumb-up
Feature Requests
Request new product features.
Product Updates
Latest Encharge updates and news.
crown
Premium Services
Our experts, your project. Get your flows built for as low as $350/month.
b-check
Encharge Experts
Get help from trusted Encharge consultants and service providers.
books
Resource Library
Get access to all of our eBooks, webinars, blueprints, cheatsheets, and more.
artificial-brain
Generate Subject Lines with AI
Create unique subject lines with the only free AI email subject line generator based on GPT3.
logo-slack
Slack community