# Email Types Reference A comprehensive guide to lifecycle and campaign emails. Use this as an audit checklist and implementation reference. ## Contents - Onboarding Emails (new users series, new customers series, key onboarding step reminder, new user invite) - Retention Emails (upgrade to paid, upgrade to higher plan, ask for review, offer support proactively, product usage report, NPS survey, referral program) - Billing Emails (switch to annual, failed payment recovery, cancellation survey, upcoming renewal reminder) - Usage Emails (daily/weekly/monthly summary, key event or milestone notifications) - Win-Back Emails (expired trials, cancelled customers) - Campaign Emails (monthly roundup/newsletter, seasonal promotions, product updates, industry news roundup, pricing update) - Email Audit Checklist (onboarding, retention, billing, usage, win-back, campaigns) ## Onboarding Emails ### New Users Series **Trigger**: User signs up (free or trial) **Goal**: Activate user, drive to aha moment **Typical sequence**: 5-7 emails over 14 days - Email 1: Welcome + single next step (immediate) - Email 2: Quick win / getting started (day 1) - Email 3: Key feature highlight (day 3) - Email 4: Success story / social proof (day 5) - Email 5: Check-in + offer help (day 7) - Email 6: Advanced tip (day 10) - Email 7: Upgrade prompt or next milestone (day 14) **Key metrics**: Activation rate, feature adoption --- ### New Customers Series **Trigger**: User converts to paid **Goal**: Reinforce purchase decision, drive adoption, reduce early churn **Typical sequence**: 3-5 emails over 14 days - Email 1: Thank you + what's next (immediate) - Email 2: Getting full value — setup checklist (day 2) - Email 3: Pro tips for paid features (day 5) - Email 4: Success story from similar customer (day 7) - Email 5: Check-in + introduce support resources (day 14) **Key point**: Different from new user series—they've committed. Focus on reinforcement and expansion, not conversion. --- ### Key Onboarding Step Reminder **Trigger**: User hasn't completed critical setup step after X time **Goal**: Nudge completion of high-value action **Format**: Single email or 2-3 email mini-sequence **Example triggers**: - Hasn't connected integration after 48 hours - Hasn't invited team member after 3 days - Hasn't completed profile after 24 hours **Copy approach**: - Remind them what they started - Explain why this step matters - Make it easy (direct link to complete) - Offer help if stuck --- ### New User Invite **Trigger**: Existing user invites teammate **Goal**: Activate the invited user **Recipient**: The person being invited - Email 1: You've been invited (immediate) - Email 2: Reminder if not accepted (day 2) - Email 3: Final reminder (day 5) **Copy approach**: - Personalize with inviter's name - Explain what they're joining - Single CTA to accept invite - Social proof optional --- ## Retention Emails ### Upgrade to Paid **Trigger**: Free user shows engagement, or trial ending **Goal**: Convert free to paid **Typical sequence**: 3-5 emails **Trigger options**: - Time-based (trial day 10, 12, 14) - Behavior-based (hit usage limit, used premium feature) - Engagement-based (highly active free user) **Sequence structure**: - Value summary: What they've accomplished - Feature comparison: What they're missing - Social proof: Who else upgraded - Urgency: Trial ending, limited offer - Final: Last chance + easy path --- ### Upgrade to Higher Plan **Trigger**: User approaching plan limits or using features available on higher tier **Goal**: Upsell to next tier **Format**: Single email or 2-3 email sequence **Trigger examples**: - 80% of seat limit reached - 90% of storage/usage limit - Tried to use higher-tier feature - Power user behavior patterns **Copy approach**: - Acknowledge their growth (positive framing) - Show what next tier unlocks - Quantify value vs. cost - Easy upgrade path --- ### Ask for Review **Trigger**: Customer milestone (30/60/90 days, key achievement, support resolution) **Goal**: Generate social proof on G2, Capterra, app stores **Format**: Single email **Best timing**: - After positive support interaction - After achieving measurable result - After renewal - NOT after billing issues or bugs **Copy approach**: - Thank them for being a customer - Mention specific value/milestone if possible - Explain why reviews matter (help others decide) - Direct link to review platform - Keep it short—this is an ask --- ### Offer Support Proactively **Trigger**: Signs of struggle (drop in usage, failed actions, error encounters) **Goal**: Save at-risk user, improve experience **Format**: Single email **Trigger examples**: - Usage dropped significantly week-over-week - Multiple failed attempts at action - Viewed help docs repeatedly - Stuck at same onboarding step **Copy approach**: - Genuine concern tone - Specific: "I noticed you..." (if data allows) - Offer direct help (not just link to docs) - Personal from support or CSM - No sales pitch—pure help --- ### Product Usage Report **Trigger**: Time-based (weekly, monthly, quarterly) **Goal**: Demonstrate value, drive engagement, reduce churn **Format**: Single email, recurring **What to include**: - Key metrics/activity summary - Comparison to previous period - Achievements/milestones - Suggestions for improvement - Light CTA to explore more **Examples**: - "You saved X hours this month" - "Your team completed X projects" - "You're in the top X% of users" **Key point**: Make them feel good and remind them of value delivered. --- ### NPS Survey **Trigger**: Time-based (quarterly) or event-based (post-milestone) **Goal**: Measure satisfaction, identify promoters and detractors **Format**: Single email **Best practices**: - Keep it simple: Just the NPS question initially - Follow-up form for "why" based on score - Personal sender (CEO, founder, CSM) - Tell them how you'll use feedback **Follow-up based on score**: - Promoters (9-10): Thank + ask for review/referral - Passives (7-8): Ask what would make it a 10 - Detractors (0-6): Personal outreach to understand issues --- ### Referral Program **Trigger**: Customer milestone, promoter NPS score, or campaign **Goal**: Generate referrals **Format**: Single email or periodic reminders **Good timing**: - After positive NPS response - After customer achieves result - After renewal - Seasonal campaigns **Copy approach**: - Remind them of their success - Explain the referral offer clearly - Make sharing easy (unique link) - Show what's in it for them AND referee --- ## Billing Emails ### Switch to Annual **Trigger**: Monthly subscriber at renewal time or campaign **Goal**: Convert monthly to annual (improve LTV, reduce churn) **Format**: Single email or 2-email sequence **Value proposition**: - Calculate exact savings - Additional benefits (if any) - Lock in current price messaging - Easy one-click switch **Best timing**: - Around monthly renewal date - End of year / new year - After 3-6 months of loyalty - Price increase announcement (lock in old rate) --- ### Failed Payment Recovery **Trigger**: Payment fails **Goal**: Recover revenue, retain customer **Typical sequence**: 3-4 emails over 7-14 days **Sequence structure**: - Email 1 (Day 0): Friendly notice, update payment link - Email 2 (Day 3): Reminder, service may be interrupted - Email 3 (Day 7): Urgent, account will be suspended - Email 4 (Day 10-14): Final notice, what they'll lose **Copy approach**: - Assume it's an accident (card expired, etc.) - Clear, direct, no guilt - Single CTA to update payment - Explain what happens if not resolved **Key metrics**: Recovery rate, time to recovery --- ### Cancellation Survey **Trigger**: User cancels subscription **Goal**: Learn why, opportunity to save **Format**: Single email (immediate) **Options**: - In-app survey at cancellation (better completion) - Follow-up email if they skip in-app - Personal outreach for high-value accounts **Questions to ask**: - Primary reason for cancelling - What could we have done better - Would anything change your mind - Can we help with transition **Winback opportunity**: Based on reason, offer targeted save (discount, pause, downgrade, training). --- ### Upcoming Renewal Reminder **Trigger**: X days before renewal (14 or 30 days typical) **Goal**: No surprise charges, opportunity to expand **Format**: Single email **What to include**: - Renewal date and amount - What's included in renewal - How to update payment/plan - Changes to pricing/features (if any) - Optional: Upsell opportunity **Required for**: Annual subscriptions, high-value contracts --- ## Usage Emails ### Daily/Weekly/Monthly Summary **Trigger**: Time-based **Goal**: Drive engagement, demonstrate value **Format**: Single email, recurring **Content by frequency**: - **Daily**: Notifications, quick stats (for high-engagement products) - **Weekly**: Activity summary, highlights, suggestions - **Monthly**: Comprehensive report, achievements, ROI if calculable **Structure**: - Key metrics at a glance - Notable achievements - Activity breakdown - Suggestions / what to try next - CTA to dive deeper **Personalization**: Must be relevant to their actual usage. Empty reports are worse than no report. --- ### Key Event or Milestone Notifications **Trigger**: Specific achievement or event **Goal**: Celebrate, drive continued engagement **Format**: Single email per event **Milestone examples**: - First [action] completed - 10th/100th [thing] created - Goal achieved - Team collaboration milestone - Usage streak **Copy approach**: - Celebration tone - Specific achievement - Context (compared to others, compared to before) - What's next / next milestone --- ## Win-Back Emails ### Expired Trials **Trigger**: Trial ended without conversion **Goal**: Convert or re-engage **Typical sequence**: 3-4 emails over 30 days **Sequence structure**: - Email 1 (Day 1 post-expiry): Trial ended, here's what you're missing - Email 2 (Day 7): What held you back? (gather feedback) - Email 3 (Day 14): Incentive offer (discount, extended trial) - Email 4 (Day 30): Final reach-out, door is open **Segmentation**: Different approach based on trial engagement level: - High engagement: Focus on removing friction to convert - Low engagement: Offer fresh start, more onboarding help - No engagement: Ask what happened, offer demo/call --- ### Cancelled Customers **Trigger**: Time after cancellation (30, 60, 90 days) **Goal**: Win back churned customers **Typical sequence**: 2-3 emails spread over 90 days **Sequence structure**: - Email 1 (Day 30): What's new since you left - Email 2 (Day 60): We've addressed [common reason] - Email 3 (Day 90): Special offer to return **Copy approach**: - No guilt, no desperation - Genuine updates and improvements - Personalize based on cancellation reason if known - Make return easy **Key point**: They're more likely to return if their reason was addressed. --- ## Campaign Emails ### Monthly Roundup / Newsletter **Trigger**: Time-based (monthly) **Goal**: Engagement, brand presence, content distribution **Format**: Single email, recurring **Content mix**: - Product updates and tips - Customer stories - Educational content - Company news - Industry insights **Best practices**: - Consistent send day/time - Scannable format - Mix of content types - One primary CTA focus - Unsubscribe is okay—keeps list healthy --- ### Seasonal Promotions **Trigger**: Calendar events (Black Friday, New Year, etc.) **Goal**: Drive conversions with timely offer **Format**: Campaign burst (2-4 emails) **Common opportunities**: - New Year (fresh start, annual planning) - End of fiscal year (budget spending) - Black Friday / Cyber Monday - Industry-specific seasons - Back to school / work **Sequence structure**: - Announcement: Offer reveal - Reminder: Midway through promotion - Last chance: Final hours --- ### Product Updates **Trigger**: New feature release **Goal**: Adoption, engagement, demonstrate momentum **Format**: Single email per major release **What to include**: - What's new (clear and simple) - Why it matters (benefit, not just feature) - How to use it (direct link) - Who asked for it (community acknowledgment) **Segmentation**: Consider targeting based on relevance: - Users who would benefit most - Users who requested feature - Power users first (for beta feel) --- ### Industry News Roundup **Trigger**: Time-based (weekly or monthly) **Goal**: Thought leadership, engagement, brand value **Format**: Curated newsletter **Content**: - Curated news and links - Your take / commentary - What it means for readers - How your product helps **Best for**: B2B products where customers care about industry trends. --- ### Pricing Update **Trigger**: Price change announcement **Goal**: Transparent communication, minimize churn **Format**: Single email (or sequence for major changes) **Timeline**: - Announce 30-60 days before change - Reminder 14 days before - Final notice 7 days before **Copy approach**: - Clear, direct, transparent - Explain the why (value delivered, costs increased) - Grandfather if possible (lock in old rate) - Give options (annual lock-in, downgrade) **Important**: Honesty and advance notice build trust even when price increases. --- ## Email Audit Checklist Use this to audit your current email program: ### Onboarding - [ ] New users series - [ ] New customers series - [ ] Key onboarding step reminders - [ ] New user invite sequence ### Retention - [ ] Upgrade to paid sequence - [ ] Upgrade to higher plan triggers - [ ] Ask for review (timed properly) - [ ] Proactive support outreach - [ ] Product usage reports - [ ] NPS survey - [ ] Referral program emails ### Billing - [ ] Switch to annual campaign - [ ] Failed payment recovery sequence - [ ] Cancellation survey - [ ] Upcoming renewal reminders ### Usage - [ ] Daily/weekly/monthly summaries - [ ] Key event notifications - [ ] Milestone celebrations ### Win-Back - [ ] Expired trial sequence - [ ] Cancelled customer sequence ### Campaigns - [ ] Monthly roundup / newsletter - [ ] Seasonal promotion calendar - [ ] Product update announcements - [ ] Pricing update communications