# 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
