Every SaaS company needs the same core email sequences. Onboarding to activate new users. Trial conversion to turn free users into paying customers. Dunning to recover failed payments. Win-back to recapture churned revenue. The problem is knowing where to start and what each sequence should actually say.

This guide is a hub for every email sequence a SaaS company needs. I'll give you a quick overview of each sequence type, when to use it, and practical examples you can adapt. For deeper dives, I've linked to dedicated guides for each sequence type.

The SaaS Email Sequence Stack

Before diving into specific examples, here's the complete map of email sequences you'll eventually need. Don't try to build all of these at once. Start with the foundation and add sequences as your business grows.

Sequence	Stage	Primary Goal	Priority
Onboarding	Post-signup	Activate users	Critical
Trial Conversion	During trial	Convert to paid	Critical
Dunning	Payment failure	Recover revenue	Critical
Welcome/Nurture	Pre-trial	Build relationship	Important
Win-back	Post-churn	Recover customers	Important
Re-engagement	Inactive users	Prevent churn	Important
Upsell/Expansion	Active customers	Grow revenue	Growth
Referral	Happy customers	Generate leads	Growth

If you're just getting started: Focus on onboarding and trial conversion first. These have the highest impact on revenue.

Onboarding Sequences

Onboarding sequences turn new signups into active users. Without them, 40-60% of your signups will log in once and never return. That's not a guess. That's what the data consistently shows across SaaS companies.

The goal is simple: get users to their "aha moment" as quickly as possible. The moment they experience genuine value, everything changes. They become invested. They stick around. They convert.

Quick Onboarding Example

Day 0, instant send

First email immediately after signup

Subject Line

Welcome to [Product]. Here's your first step.

Email Body

Hey [firstName],

You're in. Your [Product] account is ready.

Most users who succeed with [Product] do one thing first: [specific action]. It takes about [time estimate], and you'll immediately see [specific benefit].

Get started now: [Deep link to first action]

If you run into any issues, just reply to this email. I read every message.

[Your Name] Founder, [Product]

P.S. The users who complete [action] in their first day are 3x more likely to stick with us long-term. Don't wait.

Onboarding Sequence Structure

Email	Timing	Goal	Trigger
Welcome	Immediate	First action	Signup
Value highlight	Day 2	Feature discovery	Time-based
Social proof	Day 3	Build confidence	Time-based
Check-in	Day 5	Help inactive users	Behavioral
Activation push	Day 7	Complete setup	Behavioral

For complete onboarding templates: See our guides on how to create a SaaS onboarding email sequence and SaaS email onboarding sequences.

Trial Conversion Sequences

Trial conversion sequences turn free users into paying customers. This is where revenue happens. A well-designed trial sequence can increase your trial-to-paid conversion rate by 20-40%.

The key insight: trial conversion isn't about convincing people to pay. It's about helping them realize value before their trial ends. Users who experience genuine value convert themselves.

Quick Trial Conversion Example

Day 7 of 14-day trial

Halfway through the trial

Subject Line

Halfway through your trial. How's it going?

Email Body

Hey [firstName],

You're halfway through your [Product] trial. I wanted to check in.

Here's what you've accomplished so far:

Not bad for a week! But here's what you're missing:

[Unused feature] could help you [benefit]. Most users who try it say it's the feature that made them decide to upgrade.

Try it now: [Feature deep link]

Questions about anything? Reply here.

[Your Name]

Trial Conversion Sequence Structure

Email	Timing	Goal	Trigger
Trial started	Day 1	Set expectations	Trial begins
Engagement check	Day 4-5	Ensure value discovery	Time-based
Mid-trial	Day 7	Progress update	Time-based
Trial ending	Day 11	Create urgency	Time-based
Last day	Day 13	Final push	Time-based
Trial expired	Day 15	Recovery attempt	Trial ends

For complete trial conversion templates: See our guides on trial to paid email sequences and free trial expiring email sequences.

Dunning Sequences

Dunning sequences recover failed payments. This might sound boring, but it's one of the highest-ROI email sequences you can build. Involuntary churn (customers who leave because payments fail, not because they wanted to) accounts for 20-40% of all SaaS churn. A good dunning sequence can recover 40-60% of failed payments.

The key: start before payments fail with card expiration warnings, and don't give up after the first failure.

Quick Dunning Example

Pre-failure prevention

7 days before card expires

Subject Line

Your card ending in [lastFour] expires soon

Email Body

Hey [firstName],

Quick heads up: the credit card we have on file for your [Product] subscription expires on [expirationDate].

Your next billing date is [nextBillingDate], so you'll want to update your payment method before then.

Update your card: [Update payment link]

Takes about 30 seconds.

[Your Name]

Dunning Sequence Structure

Email	Timing	Goal	Trigger
Card expiring	7 days before expiry	Prevention	Card data
Payment failed	Immediately	Alert user	Payment fails
Retry reminder 1	Day 3	Urgency	Time-based
Retry reminder 2	Day 6	Escalate	Time-based
Final notice	Day 9	Last chance	Time-based
Account suspended	Day 10	Recovery	Account suspended

For complete dunning templates: See our dunning email sequence guide.

Welcome/Nurture Sequences

Welcome and nurture sequences build relationships with leads who aren't ready to start a trial yet. Maybe they downloaded a lead magnet, signed up for your newsletter, or attended a webinar. These sequences keep you top of mind until they're ready to buy.

Quick Nurture Example

Immediate

After content download

Subject Line

Your [resource name] is ready

Email Body

Hey [firstName],

Here's the [Resource Name] you requested: [Download link]

Before you dive in, here's the most actionable insight from page [X]:

[Key insight from the guide]

Most readers find this single tip helps them [specific result]. Try it today.

Over the next few days, I'll share some bonus content that didn't make it into the guide.

Enjoy,

[Your Name]

P.S. If you want to skip ahead and see how [Product] can help you implement these strategies automatically, start a free trial here: [Trial link]

For complete nurture templates: See our email nurture sequence examples.

Win-back Sequences

Win-back sequences target customers who have churned. Unlike dunning (involuntary churn), these are customers who actively cancelled. The goal is to re-engage them after some time has passed and circumstances may have changed.

Quick Win-back Example

30 days after cancellation

First win-back attempt

Subject Line

Quick question about your experience

Email Body

Hey [firstName],

It's been a month since you cancelled your [Product] subscription. I wanted to check in.

I know things change, and maybe [Product] wasn't the right fit at the time. But I'm curious: was there something specific that didn't work for you?

If you have 30 seconds, I'd appreciate knowing:

Missing a feature you needed?
Price was too high?
Didn't use it enough?
Found a better alternative?

Just reply with the number. It helps us improve.

[Your Name]

For complete win-back templates: See our guides on win-back email sequences and how to win back churned customers.

Re-engagement Sequences

Re-engagement sequences target users who are still subscribed but have stopped using your product. These users are at high risk of churning. The goal is to bring them back before they cancel.

Quick Re-engagement Example

30 days inactive

Gentle nudge for recently inactive users

Subject Line

We miss you at [Product]

Email Body

Hey [firstName],

It's been a while since you logged into [Product]. I wanted to check in.

A lot has changed since you last visited:

[New feature 1]: [One sentence benefit]
[New feature 2]: [One sentence benefit]
[Improvement]: [One sentence benefit]

If something wasn't working for you, I'd love to hear about it. We've made a lot of improvements based on user feedback.

Come back and explore: [Login link]

[Your Name]

For complete re-engagement templates: See our re-engagement email sequence guide.

Upsell/Expansion Sequences

Upsell sequences help existing customers discover more value through higher plans or additional features. These should feel helpful, not pushy. The best upsells come from genuine usage patterns that suggest a customer would benefit from more.

Quick Upsell Example

80% of plan limit reached

When user approaches plan limits

Subject Line

You're close to your [resource] limit

Email Body

Hey [firstName],

You've used [X]% of your monthly [resource] allowance. At your current pace, you'll hit your limit in about [days] days.

Here's what I'd recommend:

Option 1: Stay on your current plan You'll be capped at [limit]. New [resources] will queue until next month.

Option 2: Upgrade to [Plan Name] Get [higher limit] plus [additional benefit]. $[price difference] more per month.

Upgrade now: [Upgrade link]

Or if you have questions about which plan makes sense, just reply.

[Your Name]

For complete upsell templates: See our upsell email sequence guide.

Referral Sequences

Referral sequences turn happy customers into advocates who bring you new customers. The best time to ask for referrals is right after a positive experience, like achieving a milestone or giving positive feedback.

Quick Referral Example

Milestone achieved

After customer achieves a milestone

Subject Line

Know anyone else who needs [result you helped them achieve]?

Email Body

Hey [firstName],

Congrats on [milestone they achieved]! That's a big deal.

I'm curious: do you know anyone else who's struggling with [problem your product solves]?

If you refer them to [Product], you'll both get [referral incentive].

Share your referral link: [Referral link]

Thanks for being a customer.

[Your Name]

Choosing Your First Sequences

If you're just starting out, here's my recommended order of implementation:

Phase 1 (Week 1-2): Onboarding sequence

This has the highest impact on activation and retention
Start with 5 emails over 7 days

Phase 2 (Week 3-4): Trial conversion sequence

Directly impacts revenue
Add 5-6 emails based on your trial length

Phase 3 (Month 2): Dunning sequence

Recovers revenue you're already losing
Start with pre-failure warnings and basic failure notifications

Phase 4 (Month 3+): Everything else

Win-back, re-engagement, upsell, and referral
Add based on your biggest leaks

Implementation Tips

Start Simple

Don't try to build sophisticated behavioral triggers on day one. Start with time-based sequences. Get the basics working, measure results, then add complexity.

Measure What Matters

For each sequence, track:

Open rate: Is your subject line working?
Click rate: Is your content compelling?
Conversion rate: Is the sequence achieving its goal?

Personalize Where It Counts

The best sequences use behavioral data:

What features has the user tried?
What plan are they on?
How long have they been a customer?

Start with basic personalization (name, company) and add behavioral triggers as you learn what works.

Tools for Building Sequences

Building effective SaaS email sequences requires tools that understand your product. You need behavioral triggers, subscription events, and unified customer data.

Sequenzy is built specifically for SaaS email sequences. It connects to Stripe so you can trigger emails based on trial events, payment failures, and subscription changes. No custom integrations required.

Next Steps

Pick one sequence type from this guide and implement it this week. I'd suggest starting with onboarding if you don't have one yet, or dunning if you want quick revenue wins.

For deeper dives into each sequence type:

The templates in this guide are starting points. Adapt them to your voice, your product, and your customers. Then test relentlessly and iterate based on what actually works.