13 Email Sequence Templates to

Convert More Leads, Increase MRR &

Reduce Churn

In my last post, I 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 SaaS business.

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.

1
 


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

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 I was creating the flow templates for Encharge:

2
 

^ 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. (Although, they come out of the box if you create a flow in Encharge, so
make sure to register for early access.)

I’m going to share XX email sequence templates that will help convert and retain more
customers for your SaaS.

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 company:

1. Lead Nurturing Email Sequences

2. Onboarding Email Sequences

3
 3. Product Adoption Sequences

4. Churn Prevention Sequences

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.

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.

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

4
Lead Nurturing Email Sequences

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

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

5
Capture Leads With a Lead Magnet and Send a
Nurture Sequence

Description: When a person downloads an eBook, cheatsheet or another lead magnet

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

Thank you for downloading [eBook]!

Click here to get the [eBook] or click the button below.

6
 

[Download eBook button]

Email 2: Make [eBook] work for you!

7
Hey, {{ person.firstName | default: "there" }},

It’s [your name], [1-2 lines description of who you are and what you do].

I hope you enjoyed reading the [eBook].

Most people collect guides on their hard drives and never get to apply the advice. I don’t
want you to be one of those people.

Here’s a simple step from the eBook that you can start executing today, not tomorrow.

[The 1st and easiest step a reader of the lead magnet needs to execute in order to get value.
Demonstrate how your product makes this step so much easier.]

Just hit reply to this email and let me know if you executed this step today?

Best,

[your name]

Email 3: What to do next?

Hey, {{ person.firstName | default: "there" }},

It’s [your name].

8
By now, I expect that you completed the 1st step of the eBook.

You might be wondering what to do next?

Most people are getting the best value by executing [chapter / strategy / tactic or advice from
the guide. Make sure this strategy or advice uses your product].

Of course, don’t forget that you can always get in touch with me by replying to this email if
you ever get stuck!

Best,

[your name]

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

Hey,{{ person.firstName | default: "friend" }},

It’s been a week since you downloaded [eBook].

9
If you’ve applied everything from this guide, you should [become a better marketer /
achieved a specific goal / improved a specific skill / unlocked promised benefit].

I don’t want you to stop there, though. 


I really want to help you reach the next level!

Today I have put together a list of posts on our blog that will expand on the topic of the
[eBook].

Check them out below:

- How to get started with your tool

- Relevant blog post 2

- Relevant blog post 3

And don’t forget, there’s no point in reading these if you don’t execute!

Best,

[your name]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

10
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.

11
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

Thank you for downloading [eBook]!

Click here to get the [eBook] or click the button below.

12
 

[Download eBook button]

13
Email 2: Reminder: Download your eBook

Just wanted to make sure you download the [eBook]

Click here to get the [eBook] or click the button below.

14
 

[Download eBook button]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

15
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 efforts.

Goal: Increase open rate for an email broadcast

Email 1: Announcing 3 new features

Hey, {{ person.firstName | default: "friend" }},

I'm glad to let you know that we launched 3 new product features that will rock your world!

Check them out below:

- Feature 1

- Feature 2

16
 - Feature 3

The features are live and ready for you to test them!

Let us know what you think?

Best,

[your name]

Email 2: Don't miss this product announcement

Hey, {{ person.firstName | default: "friend" }},

I'm glad to let you know that we launched 3 new product features that will rock your world!

Check them out below:

- Feature 1

- Feature 2

17
 - Feature 3

The features are live and ready for you to test them!

Let us know what you think?

Best,

[your name]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

18
Onboarding Email Sequences

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 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 3 onboarding and signup email sequences for you.

19
⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

20
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.

21
Email 1: Welcome to [Product], {{ person.firstName | default: "friend" }}!

22
Hey, {{ person.firstName | default: "friend" }},

We’re so excited to have you on board!

We’ve been working hard to build [explain your unique selling point in one sentence: easiest
tool to find leads / the best task manager to help you organize your life / the most secure
cloud storage].

[If you offer a free trial or a freemium plan explain what the user gets in that trial: your first 10
credits are on us / you have 14 days to bring your productivity to the next level with
[Product] / [Product] is completely free to use for up to 2 team members].

During this time, you’ll have full access to our features:

- [High-value feature 1]

- [High-value feature 2]

- [High-value feature 3]

[Get Started with [Product] button]

Best,

[Product team]

23
Email 2: A personal hello + a quick question

Hey {{ person.firstName | default: "there" }},

My name is [your name] and I’m one of the co-founders of [Product].

Thank you for giving our tool a try!

I know you’ll love it when you see how [fast / easy / cheap / other benefit] to [solve the
problem that your product aims to solve].

If you wouldn’t mind, I’d love it if you answered one quick question:

Why did you sign up for [Product]?

I’m asking because knowing what made you join us is important for us in making sure we’re
delivering on what our customers want.

Just hit reply to this email and let me know. Or we can schedule a quick 5- minute call over
Skype or Hangouts.

Thanks,

[Your name]

24
Email 3: Tip 1: [Hottest and most valuable feature of your product]

Hey {{ person.firstName | default: "there" }},

Over the next [X days (depending on how long your onboarding sequence is], we’re going to
share with you a few tips on how to leverage the power of [Product].

25
Tip 1: [Hottest and most valuable feature of your
product]

If you’re a [sales person / designer / developer / or whoever your customer persona is], you
probably know that [explain their biggest pain-point: for example, "hardest part in sales is not
selling to the decision makers but finding them in the first place!"]

Imagine [picture the perfect future for the user: for example, "how many more deals you
could close if you were always talking to the right person in charge"]

Click on the video below to learn how to [step they need to complete in your product to start
using the most valuable feature and achieve that perfect future. Use the video to
demonstrate a premium feature and get people to upgrade their trial.]

Hope this tip was useful!

In the next email, we’re going to show you [how to achieve high-level benefit] with [high-
value feature 2].

Best, 

[Your name]

26
Email 4: Tip 2: [Second value-based feature]

Hey {{ person.firstName | default: "there" }},

In the last email, I showed you how to [get benefit from Value-based feature 1]. Today, I'm
going to show you a trick to [execute Value-based feature 2].

27
Tip 2: [Value-based feature 2]

[Guide on using Value-based feature 2]

[Video or GIF demonstrating where in the app to execute this feature]

[Mention how they can upgrade to get access to a premium feature or more usage]

[Upgrade Now to Get the Best Benefits Button]

In the next email, we’re going to show you [how to achieve high-level benefit] with [high-
value feature 3].

P.s. [Get people to join you on other channels like Twitter, Facebook or a Mastermind group]
To get more product tips and talk with like-minded users of [Product] join us on:

- Facebook

- Twitter

- Our Mastermind group

28
Best,

[Your name]

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

Hey {{ person.firstName | default: "there" }},

In the last email, I showed you how to [get benefit from Value-based feature 2].

In this email, I want to show you how to [get specific results] with [Value-based feature 3].

29
Tip 3: [Third value-based feature]

We're using [Value-based feature 3] to get [quantified results] for our own product [Product].
[Demonstrate that you actually use your own product]

This is how our team uses this feature:

[Explain the exact process step-by-step]

[Step 1 on using Value-based feature 3]

[Video or GIF demonstrating where in the app to execute this feature]

[Step 2 on using Value-based feature 3]

[Video or GIF demonstrating where in the app to execute this feature]

[Step 3 on using Value-based feature 3]

[Video or GIF demonstrating where in the app to execute this feature]

[Finish with a call-to-action (CTA) that mentions the next immediate action required to get
people to start applying the process. For example, “Create your first task" or "Search for
Leads"].

[Create your first task with [Product] Button]

In the next email, we’re going to show you [a successful client case study that helped
Company X get Y results with [Product]].

Best,

[Your name]

30
Email 6: See how [Company X] is using [Product] to get [results Y]

Hi {{ person.firstName | default: "there" }},

In the last email, I showed you how to [get benefit from Value-based feature 3].

In this email, I want to show you how [Company X] is using [Product] to get [quantified
results Y].

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

We're going to show you the exact process that [Company X] is using to get [quantified
results, for example: "double their trial to customer conversion rate from 1.5% to 3% and
above"].

[Explain the exact process step-by-step]

[Step 1]

31
[Video or GIF demonstrating the process and features used]

[Step 2]

[Video or GIF demonstrating the process and features used]

[Step 3]

[Video or GIF demonstrating the process and features used]

Have you ever wanted to get the same results for your business?

You have [X days] left on your trial – but don't wait to double your conversion rates. If you
execute the process above with [Product] you can start improving your CRs today.

[Include CTA to upgrade]

[Double your conversion rates now with [Product] button]

Best,

[Your name]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

32
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

33
Hello {{person.firstName}},

Thank you for checking out [Product]!

I noticed you didn't complete your signup. Was the [credit card / phone number / another step
that made them stop in completing the signup] a deal breaker?

You may be wondering why we're asking for [credit card / phone number] in order to start a
free trial.

There are 2 reasons:

1. We don't want our customers to experience any [service issues / feature issue,
for example: email sending interruption / stop receiving reports on time / get
their data deleted]. We've had this happen before, and it resulted in weeping
we'd prefer not to see again.

2. We also do it to discourage those who have no intentions of using [Product].

We invest a lot of time and money into each trial by offering [X credits for free /
free concierge service / free reports / other free feature or service that costs
you money].

I hope this makes you understand. If you're still interested in trying [Product] you can sign up
at [product.com/signup], [enter your card / phone number] and you'd be all set to start your
trial.

If you're not interested in our product and prefer not to hear from us again, simply click the
unsubscribe button below.

[Your name],

Founder of [Product]

34
Email 2: Don't leave [Product] this way...

Hello {{person.firstName}},

You started registration with [Product - make this link to your Signup page] 2 days ago but
never completed your signup.

Is there anything that's blocking you?

I'd be happy to talk about the issue with and help you resolve it.

I really don't want you to miss on [Product] and [high-level benefit].

[Your name],

Founder of [Product]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

35
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!

Hey {{person.firstName}},

I tried reaching out to you personally but haven't received a response from you.

You registered for [Product] trial but didn't upgrade your account in the [X days] that you had
a chance to use it.

That means that you no longer have access to [high-value feature 1 / high-value feature 2
OR high-level benefit].

36
[Counter objections with social proof]

[Customer 1] and [Customer 2] have had great success with [high-value feature 1] increasing
[KPI] by [X number].

I don't want you to lose on [high-value feature 1 / high-value feature 2 OR high-level benefit].

[Offer free usage or additional premium features to re-engage the expired trial]



Get 1 month free on us if you upgrade your trial to a premium account now.

[Upgrade Now button]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

37
Product Adoption Email Sequences

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.

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

38
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!

THANK YOU, {{person.firstName}}!

39
You've Successfully Upgraded to Silver Premium Account!

Thank you for upgrading to a [Product] Silver Premium subscription!

We're glad to have you in our premium family, and we're sure you're going to get a ton of
value out of the Silver Premium Subscription.

Your Silver Subscription comes with:

- [Silver Premium Feature 1 – hottest most important feature]

- [Silver Premium Feature 2]

- [Silver Premium Feature 3]

Here's how to get started with [Silver Premium Feature 1]

[Silver Premium Feature 1]

[Step 1 on using Silver Premium Feature 1]

[Video or GIF demonstrating where in the app to execute this feature]

[Step 2 on using Silver Premium Feature 1]

[Video or GIF demonstrating where in the app to execute this feature]

[Step 3 on using Silver Premium Feature 1]

[Video or GIF demonstrating where in the app to execute this feature]

RECEIPT INFORMATION:

Your Plan: Silver Premium

Price: [Price]

Renewal Date: [Renewal date]

CONTACTING SUPPORT:

40
We're here to help every step of the way if you ever get stuck or need a personal demo.

Please contact our 24/7 Support Team.

[[email protected]] / [your phone]

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

Hey {{ person.firstName | default: "there" }},

In the last email, I showed you how to [get benefit from Premium feature 1]. Today, I'm going
to show you a trick to [execute Premium Value-based feature 2].

41
Premium Tip 2: [Value-based feature 2]

[Guide on using Premium Value-based feature 2]

[Video or GIF demonstrating where in the app to execute this feature]

[Start Using Premium Feature 2 Button]

In the next email, we’re going to show you [how to achieve high-level benefit] with [Premium
feature 3].

Best,

[Your name]

42
Email 3: Premium Tip 3: [Third premium feature]

Hey {{ person.firstName | default: "there" }},

In the last email, I showed you how to [get benefit from Premium feature 2].

In this email, I want to show you how to [get specific results] with [Premium feature 3].

Premium Tip 3: [Third premium feature]

[Explain the exact process step-by-step]

[Step 1 on using Premium feature 3]

[Video or GIF demonstrating where in the app to execute this feature]

[Step 2 on using Premium feature 3]

43
[Video or GIF demonstrating where in the app to execute this feature]

[Step 3 on using Premium feature 3]

[Video or GIF demonstrating where in the app to execute this feature]

[Finish with a call-to-action (CTA) that mentions the next immediate action required to get
people to start using Premium feature 3. For example, “Create your first task" or "Search for
Leads"].

Create your first task with [Product]

This is our last premium feature tip.

Hope you've been enjoying your premium plan so far!

If you ever need help with any of these features or your premium account, please don't
hesitate to contact us.

Best,

[Your name]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

44
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.

Email 1: Achieve [high-level benefit] with [recently activated featured]

Hey {{person.firstName}},

Great job on [activating / starting / installing] [Feature].

With [Feature] you can:

- [High-level benefit 1]

45
 - [High-level benefit 2]

- [High-level benefit 3]

We've put together this [post / guide / video] to show the awesome things you can do with
[Feature] and help you get started. Just click the [video / image / button] below:

[ Check out Feature guide button ]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

46
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]?

Hey {{person.firstName}},

You previously [installed / used] [Product] when you were into [action specific for the product:
"creating marketing automation campaigns", "writing things on the Internet", "improving
website Conversion Rates", "making beautiful websites"].

Then you just disappeared.

Are you still looking for [high-value feature: "easy to use marketing automation tool", "free-
writting assitant", "all-in-one A/B testing tool", "smart funnels for your business"]?

47
I just wanted to let you know that you can come back and continue [action specific for the
product: "creating successful marketing campaigns", "writing awesome things", "rocking
Conversion rates", "making clients happy with your websites"] now.

But if this is something you don't need anymore, please let me know?

Best,

[Your name]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

48
Churn Prevention Email Sequences

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.

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

49
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]?

Hey {{person.firstName}},

It's [your name], founder of [Product].

I noticed you haven't been very active in the last 10 days.

If you don’t mind, I’d be so grateful if you hit reply and let me know why stopped using
[Product] recently?

50
I don't want you to lose on [high-value feature 1 / high-value feature 2 OR high-level benefit].

Is there anything I could do to help you get [high-value feature 1 / high-value feature 2 OR
high-level benefit].

[Your name]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

51
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

52
Email 1: Your feedback?

Hi {{person.firstName}},

I'm sorry to see you go.

I was hoping to learn more about how using [Product] went for you, and what made you
cancel?

We're doing our best to make [Product] the [easiest / fastest / most affordable] tool in [your
field], and your feedback is vital to us.

I would really appreciate if you share your experience with [Product] – this will help us focus
on the most important bits of the product and improve. I promise we're going to use your
input to make [Product] better!

Just hit reply to this email and let me know why you quit [Product]?

I'm looking forward to your feedback.

53
Best,

[Your name]

Email 2: The reason you canceled?

Hey {{person.firstName}},

I'm sorry to see you go.

I was hoping to learn more about how using [Product] went for you, and what made you
cancel? We're doing our best to make [Product] the [easiest / fastest / most affordable] tool in
[your field], and your feedback is vital to us.

Could you please reply to this email with the reason you canceled [Product]:

1. It's too expensive.

2. It lacks the features I need.

54
 3. I switched to a competitor.

4. There was a shift in my business, and I don't need [Product] anymore.

5. Something else.

This would mean the world to us!

Thank you,

[Your name]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

55
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

56
Oh no, your payment failed

Don't worry. We'll try your payment again over the next few days.

To keep {Product premium plan} you may need to update your payment details.

[Update Details button]

⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯⎯

57
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

Hey {{person.firstName}},

Thank you for being with us for 3 months already! We're super glad to have you as a part of
our family.

I just wanted to make sure you have the best deal possible for [Product].

You're currently on a monthly subscription and paying [$X the amount they currently pay]
that's [$X] per year. I want you to save 20% and pay just [$X] a year.

58
You can do that now by upgrading to an Annual subscription. Switching is straightforward
and painless. Just click the button below and select the Annual plan.

If you have any questions about the annual plan or your billing at all, please don't hesitate to
reply to this email. I'm here to help.

Best,

[Your name]

59
Email Sequence Templates for Your SaaS –
Conclusion

There you go! 13 proven email sequence templates 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 early access to Encharge.io because we’re
launching soon!

60