email-types

A comprehensive guide to lifecycle and campaign emails.

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

Trigger: User signs up (free or trial) Goal: Activate user, drive to aha moment Typical sequence: 5-7 emails over 14 days

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

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:

Copy approach:

New User Invite

Trigger: Existing user invites teammate Goal: Activate the invited user Recipient: The person being invited

Copy approach:

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:

Sequence structure:

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:

Copy approach:

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:

Copy approach:

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:

Copy approach:

Product Usage Report

Trigger: Time-based (weekly, monthly, quarterly) Goal: Demonstrate value, drive engagement, reduce churn Format: Single email, recurring

What to include:

Examples:

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:

Follow-up based on score:

Referral Program

Trigger: Customer milestone, promoter NPS score, or campaign Goal: Generate referrals Format: Single email or periodic reminders

Good timing:

Copy approach:

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:

Best timing:

Failed Payment Recovery

Trigger: Payment fails Goal: Recover revenue, retain customer Typical sequence: 3-4 emails over 7-14 days

Sequence structure:

Copy approach:

Key metrics: Recovery rate, time to recovery

Cancellation Survey

Trigger: User cancels subscription Goal: Learn why, opportunity to save Format: Single email (immediate)

Options:

Questions to ask:

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:

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:

Structure:

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:

Copy approach:

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:

Segmentation: Different approach based on trial engagement level:

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:

Copy approach:

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:

Best practices:

Seasonal Promotions

Trigger: Calendar events (Black Friday, New Year, etc.) Goal: Drive conversions with timely offer Format: Campaign burst (2-4 emails)

Common opportunities:

Sequence structure:

Product Updates

Trigger: New feature release Goal: Adoption, engagement, demonstrate momentum Format: Single email per major release

What to include:

Segmentation: Consider targeting based on relevance:

Industry News Roundup

Trigger: Time-based (weekly or monthly) Goal: Thought leadership, engagement, brand value Format: Curated newsletter

Content:

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:

Copy approach:

Important: Honesty and advance notice build trust even when price increases.

Email Audit Checklist

Use this to audit your current email program:

Onboarding

Retention

Billing

Usage

Win-Back

Campaigns