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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:

  1. Decide on a lifecycle marketing funnel for your startup.
  2. Choose the most important metrics to track at each stage of the funnel.
  3. Map out your customer journey.
  4. And create (or at least decide) 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!


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 reuse 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, we got you covered. Below 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.

We packaged these email sequences into a post for you here. 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.

The templates are grouped into 4 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

A note on outbound vs. inbound sequences: We haven’t included any outbound/unsolicited/cold email templates here. Cold email is a completely different subject – you need 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. If you want to learn more on the topic, check out our post on inbound vs. outbound marketing.

Note 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.

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

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, but in the end of the day is a series of two emails.

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, we are 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.


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 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.


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.

Email sequences FAQ

What are the benefits of email sequences?

Email sequences are the easiest and one of the most effective ways to educate and nurture your leads. By implementing a well-crafted automated email sequence, you can improve customer retention and engagement, which ultimately expands the bottom line of your business. You can achieve this by sending post-signup, post-purchase, onboarding, loyalty, or re-engagement sequences to entice customers to revisit your app or website. Generally speaking, the higher the number of emails you send, the greater the opportunities to connect with your target audience. This is especially true when personalizing the emails to tailor them to individual recipients.

Moreover, email sequences offer exceptional scalability, as they enable you to establish an automation that performs all the strenuous tasks for you. They are easy to set up and work in the background. Instead of manually sending each email, your marketing automation software will handle the process, requiring you to configure it once and keep track of the campaign’s progress.

What are the most important email sequences to implement?

Depending on the type of your business and its stage, you might want to implement different email sequences. The most important sequences for a SaaS business are:

  • Lead nurturing sequence – a series of emails to send to new email subscribers that educate them on the specific problem and offers a solution
  • Onboarding sequence – a time-based set of emails that guide new users in your tool
  • Customer sequence – a series of emails to newly converted subscribers.

Is an email sequence and a drip campaign the same?

Yes. Different teams might have different semantics for these terms but generally an email sequence and a drip campaign are the same thing — a series of automated emails.

What is the best software to send an email sequence?

When selecting an email or marketing automation tool you need to consider all the features you need across the whole customer journey. Email sequences are just a part of the features supporeted by marketing automation tools, and fortunately most tools out there support this. If you need an advanced marketing automation platform geared at SaaS feel free to check out Encharge.

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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 B2B SaaS businesses

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

Camille Richon
Founder Payfacile
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Create user journeys that convert, onboard, and retain customers.
Lead nurturing
Nurture email leads into trial users and customers.
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Boost product activation and guide your users to value faster
Trial conversion
Smart marketing automation and behavior-based emails to double your trial conversion.
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Landbot automates the onboarding for 80,000+ users while saving 320 hours/month
Confect transitioned to Product-Led Growth and increased user engagement by 28%
Samdock reduced the cost and time spent on acquiring a new customer by 77% with Encharge
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