If you’re running a SaaS and wondering how to do email marketing right, It’s not about having six types of sequences it’s about understanding the six reasons you should be sending sequences in the first place.
User Journey
Before you even think about email software, grab a pen and paper. Map out how someone goes from “never heard of you” to “can’t live without your app.” Talk to your product team. Talk to customer service. Talk to anyone who deals with users. Figure out when they struggle, when they succeed, and when they leave.
This is the foundation. Everything else builds on this.
Nurturing Sequences
You’ve got people who downloaded your guide or signed up for your newsletter but haven’t tried your app yet. They’re interested but not ready. These people need nurturing.
Send them valuable content on a regular schedule. Teach them how you solve their problem. Share insights they can use right now, even without your app. The goal is to stay top of mind until they’re ready to try.
Clean your list regularly. If someone hasn’t opened an email in three months, remove them. They’re dragging down your open rates and costing you money. Focus on the people who actually read your stuff.
Keep emailing the engaged ones forever. As long as they keep opening, keep sending. Some people take months or even years to convert, but when they do, they’re often your best customers.
Onboarding Sequences
When someone finally signs up for a trial, you have 7-14 days to blow their mind. Any longer than 30 days and they’re gone.
Your only job is to get them to their first win as fast as possible.
Send a welcome email immediately. Follow up with tutorials showing exactly what to click. Share case studies of people like them succeeding. Give them the top 5 actions that lead to success. Make it impossible to fail.
Every email should move them closer to that “aha” moment where they realize they need your app. If you mapped their journey right, you know exactly what that moment looks like.
Survey Sequences
Want to know what users really think? Ask them. But do it smart.
Keep survey sequences short, three days maximum. Ask one or two questions, not twenty and make it easy to respond.
Perfect times to survey:
- Right after someone upgrades (why did they do it?)
- When someone doesn’t upgrade after a trial (what stopped them?)
- When someone uses a specific feature way more than average (what do they love about it?)
- Every 3-6 months for general feedback
Sometimes a $5 gift card helps response rates. Sometimes just asking genuinely is enough. Use what you learn to make everything else better. These insights are gold.
Win-Back Sequences
Someone’s subscription expired 30 days ago. They haven’t logged in for weeks. Most companies give up here. That’s a mistake.
This is the perfect time to re-engage. Show them what’s new since they left. Remind them of the problems they were solving with your app. And yes, this is where discounts actually make sense.
Here’s an example: Someone can’t afford the monthly payment anymore. Offer them a discounted annual plan that works out cheaper per month. Sometimes it’s not about your product – it’s about making the economics work.
For high-ticket SaaS, pick up the phone. A personal call asking “What happened?” can save a customer worth thousands per year.
Just don’t waste time on people who’ve been gone for a year. Focus on the recent departures, 30 to 60 days after they leave is the sweet spot.
Transactional Sequences
Payment confirmed. Cart abandoned. Credit card about to expire. These aren’t just notifications, they’re conversation starters.
Someone left something in their cart? Don’t just send one email. Send three:
- 30 minutes later: “You left this in your cart”
- 24 hours later: “Still thinking about it?”
- 3 days later: “Last reminder”
Keep the message simple. Remind them they were about to make a good decision. If there’s urgency (like a deal ending), mention it. But be helpful, not pushy.
Same goes for expiring credit cards. Don’t wait until it fails. Email them a week before, three days before, and the day before. Make it easy to update. Your revenue depends on it.
6. Trigger-Based Sequences: The Smart Stuff
This is where you get to be clever. Set up emails based on what users actually do (or don’t do).
No login for 7 days? That might mean they’re stuck. Send a helpful email with quick tips to get them back on track.
Using one feature 10x more than average? They’re probably your ideal customer. Ask them why they love it. Their answer will help you sell to others like them.
Approaching renewal date? Don’t wait for them to remember. Start the conversation two weeks early. Show them their usage stats. Remind them of their wins.
The key is studying your specific patterns. What behaviors predict success? What behaviors predict cancellation? Set up automatic emails for those moments.
