1. Awesome article as usual, Lincoln.

    In a free-trial situation where the client has already submitted payment information and will be automatically billed unless he cancels, which strategy do you think would generally perform best?
    1) Only send follow-up emails after a person cancels.
    2) Only send follow-up emails if the person isn’t using the service.
    3) Send follow-up emails to everyone based on usage.

  2. Spot-on about the need for personal email. We took that and plugged in auto-bumping that basically follows up under the same subject line if you don’t get a response, bumping it back to the inbox with a “Hey, did you get a chance to look at this?” or any customized message you want. Saves a ton of time. Best of all world.

  3. Utkarsh Talwar says:

    Hey, this was exactly the advice I was looking for. My colleagues and I had been discussing about creating an email campaign to improve new users’ experience and reduce churn rate. This post was very helpful.
    The best part, I felt, was to use triggered email follow-ups instead of timed ones. We’re definitely incorporate this in our email strategy.
    Thanks 🙂

  4. Lincoln – so glad I found this article. I was actually searching for “best email sequence for refunds” to address a good will protocol for membership cancellations, but what I found in this article has pretty much had me go back to the drawing board (and the nootropics) for a deep dive in having consumption milestones and user behavior in the members area be the triggers for emails, rather than purchase + X days to trigger an email.

    Looking forward to reading more of your stuff!

    With Appreciation,

  5. What about this sequence:

    1. Deliver high value
    2. Deliver high value
    3. Deliver high value
    4. Deliver high value
    5. Deliver high value
    6. Ask for something
    7. Repeat 1 – 6 again and again and again

  6. Hi Lincoln,

    Thanks very much for your article – I’m really glad I found it. I’m a SaaS company founder and just getting started learning how to convert trials to users (thus far the worst part of the business!). I googled “best sequence of emails to convert trials” and thanks to you I have learned a lesson without the pain, so thanks! Time to get cracking on my customer success map 🙂



  1. SaaS Marketing: Ideal Email Follow-up Sequence | Rants & Raves says:

    […] See on […]

  2. […] Murphy over at [Sixteen Ventures] recently updated his article on SaaS welcome emails, including mention of the Personal email. Read Lincoln’s advice, it’s […]

  3. […] to setup, but not that bad and totally worth it. In fact, this just becomes another reason to move beyond timed Autoresponders in your […]

  4. […] is the king of online marketing. As Lincoln shared a few weeks ago, you need to stop round-hole/square-pegging it with your email marketing – send your customers stuff that makes sense to […]

  5. […] In fact, have a proper email follow-up / lifecycle messaging process […]

  6. […] everyone achieves success on their own cadence, having a timed autoresponder sequence, when the technology is readily available to trigger based on milestones reached, is irresponsible […]

  7. […] the way of taking initial action. In fact, the other day I witnessed a discussion about my “Autoresponders are Dead” post where someone said “Lincoln is correct, but the problem is that his way is hard […]

  8. [Sales Life] B2B Sales – Brain Dump - Nahyan Chowdhury | Blog says:

    […] 5 Types of Follow-up Emails – article […]

  9. […] just to level-set, I’ve talked about the best SaaS Free Trial length, about the best email follow-up sequence, and why the first in-app experience (first-run experience in old-timer parlance) is critical to […]

  10. […] is why you should move away from date-driven and onto data-driven (or behavior-triggered) […]

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