Automated Email Sequence: How to Set Up Triggers That Convert

Manual email sends don't scale. Once you're past a handful of customers, you need automation. But automated email sequences aren't just about saving time. Done right, they deliver the right message at the right moment, something no manual process can consistently achieve.

The challenge is knowing which type of automation to use. Time-based? Behavior-based? Event-driven? Each has its place, and using the wrong one means missed opportunities or (worse) annoying your subscribers.

This guide covers the three main automation approaches, when to use each, common mistakes that kill conversions, and complete templates you can adapt for your SaaS.

What Makes Automated Email Sequences Different

Before diving into trigger types, let's clarify what separates automated sequences from other email approaches:

Approach	Trigger	Best For
Manual campaigns	Human decision	One-time announcements, newsletters
Automated sequences	Predefined rules	Repeatable journeys, lifecycle marketing
Transactional emails	Specific actions	Receipts, password resets, confirmations

Automated sequences fill the gap between one-off campaigns and system-generated transactional emails. They let you create personalized journeys that run without manual intervention while maintaining marketing context.

The key insight: automation isn't about removing the human element. It's about being there at scale when humans can't.

Time-Based Automation: The Foundation

Time-based triggers are the simplest form of automation: emails sent after a specific duration from an initial event. Despite their simplicity, they remain highly effective for predictable journeys.

When Time-Based Works Best

• Welcome sequences (everyone gets the same introduction)
• Trial expiration countdowns (fixed timeline)
• Annual renewal reminders (calendar-driven)
• Educational series (consistent pacing)
• Post-purchase onboarding (structured learning)

Time-Based Sequence Structure

Day	Email Purpose	Goal
0	Welcome/Confirmation	Set expectations
1	Quick win/First step	Build momentum
3	Educational content	Provide value
5	Feature highlight	Encourage exploration
7	Social proof	Build trust
10	Re-engagement check	Gauge interest

The spacing matters. Too frequent early on can overwhelm; too sparse lets momentum die. Days 0-3 should be active, then gradually spread out.

Time-Based Automation Templates

Welcome Sequence Email 1 (Immediate)

Day 3 Educational Email

Behavior-Based Automation: Responding to Actions

Behavior-based triggers fire when subscribers take (or don't take) specific actions. They're more complex to set up but dramatically more effective because they respond to actual engagement.

Behavioral Triggers to Track

Trigger Type	Examples	Typical Response
Engagement	Opens email, clicks link, visits page	Send related content
Feature usage	Uses feature X, skips feature Y	Educate on missed features
Inactivity	No login for X days, no opens for X emails	Re-engagement sequence
Milestones	Completes onboarding, hits usage limit	Celebration or upgrade prompt
Intent signals	Visits pricing, downloads comparison guide	Sales-ready follow-up

The key insight: behavior reveals intent more accurately than any survey or stated preference.

Behavior-Based Sequence Templates

High-Intent Behavior Response

Inactivity Re-engagement

Event-Based Automation: Real-Time Response

Event-based triggers fire immediately when specific events occur in your product or systems. They're the most technically complex but also the most powerful because they respond in real-time to exactly what's happening.

Common Event-Based Triggers

Event Source	Example Events	Email Response
Product	Feature activated, limit reached, error encountered	Guidance, upgrade prompt, support offer
Payment	Subscription created, payment failed, upgrade completed	Confirmation, dunning, upsell
Integration	Third-party connected, data synced, webhook received	Setup guidance, success confirmation
Support	Ticket created, ticket resolved, CSAT submitted	Acknowledgment, follow-up, feedback request
Marketing	Form submitted, webinar attended, content downloaded	Nurture sequence, sales follow-up

Event-based automation shines when timing matters. A payment failure email needs to go out immediately, not on a schedule.

Event-Based Sequence Templates

Product Event: Feature Milestone

Payment Event: Upgrade Response

Hybrid Automation: Combining Approaches

The most effective automated sequences combine multiple trigger types. Here's how to think about hybrid approaches:

Hybrid Pattern Examples

Primary Trigger	Secondary Trigger	Example
Time-based	+ Behavior check	Welcome series that adapts based on engagement
Behavior-based	+ Time delay	Feature prompt that waits 24 hours after login
Event-based	+ Behavior filter	Payment failure email only if user hasn't updated card

The key to hybrid automation is layering triggers thoughtfully. Each layer should add intelligence, not complexity.

When to Use Each Approach

Situation	Best Approach	Why
Predictable journeys (welcome, trial)	Time-based	Consistent experience, easy to manage
Variable engagement	Behavior-based	Responds to actual usage
Critical moments	Event-based	Real-time response matters
Complex lifecycles	Hybrid	Multiple signals needed

Common Automation Mistakes (And How to Avoid Them)

Even well-intentioned automation can backfire. Here are the mistakes that kill conversion rates:

Mistake 1: Over-Automation

The problem: Sending too many automated emails, creating inbox fatigue.

The fix: Implement frequency caps. No subscriber should receive more than 2-3 automated emails per week from sequences (excluding transactional).

Mistake 2: Ignoring Context

The problem: Sending feature education emails to users who already use that feature.

The fix: Add behavioral exclusions. Before any email sends, check if the action is already complete.

Mistake 3: Generic Personalization

The problem: Using [First Name] without any meaningful personalization.

The fix: Personalize based on behavior, not just demographics. "I noticed you're using [Feature]" beats "Hi [First Name]" every time.

Mistake 4: No Exit Conditions

The problem: Sequences that keep running even when they shouldn't.

The fix: Build exit conditions into every sequence:

• Converted? Exit and move to next sequence
• Unsubscribed? Exit immediately
• Completed the goal? Exit with celebration email

Mistake 5: Set and Forget

The problem: Automated sequences running unchanged for months or years.

The fix: Review automation performance monthly. Check:

• Open rates declining? Update subject lines
• Click rates dropping? Refresh content
• Conversions down? Revisit timing and offers

Tool Comparison: Automation Capabilities

Choosing the right tool for automation matters. Here's how common options compare:

Capability	Basic ESPs	Marketing Automation	Sequenzy
Time-based triggers	Yes	Yes	Yes
Behavior-based triggers	Limited	Yes	Yes
Event-based triggers	No	Some	Yes (API-driven)
Custom attributes	Limited	Yes	Yes
Conditional logic	Basic	Advanced	Advanced
A/B testing	Basic	Yes	Yes
Stripe integration	No	Some	Native
Developer-friendly API	Varies	Varies	Yes

For SaaS companies, the key differentiator is event-based automation. You need a tool that can respond to product events in real-time, not just marketing interactions.

Sequenzy's approach: We built automation specifically for SaaS. Product events flow directly into email triggers through our API, so your automated sequences respond to what's actually happening in your product, not just email opens and clicks.

Measuring Automation Effectiveness

Track these metrics to optimize your automated sequences:

Metric	Healthy Range	What It Tells You
Delivery rate	>98%	List and sender health
Open rate	25-40%	Subject line effectiveness
Click rate	3-8%	Content relevance
Conversion rate	Varies by goal	Sequence effectiveness
Sequence completion	50-70%	Overall engagement
Unsubscribe rate	<0.5% per email	Content fit

Focus on conversion rate by sequence type. A welcome sequence should convert differently than a re-engagement sequence. Benchmark against yourself, not industry averages.

Building Your First Automated Sequence

Ready to implement? Here's a practical starting checklist:

1. Choose one sequence to automate first (welcome sequence is usually best)
2. Map the trigger type (time, behavior, or event)
3. Write 3-5 emails using templates above
4. Set up exclusion rules (who shouldn't get this sequence)
5. Define success metrics (what does conversion look like?)
6. Launch to a small segment (test before full rollout)
7. Monitor for 2 weeks then optimize

Start simple. One well-crafted automated sequence beats five mediocre ones. You can always add complexity later.

Putting It All Together

Automated email sequences are about being helpful at scale. The best automation feels personal, arrives at the right moment, and provides genuine value.

Key takeaways:

• Time-based automation works for predictable journeys
• Behavior-based automation responds to engagement signals
• Event-based automation reacts to real-time product events
• Hybrid approaches combine multiple triggers intelligently
• Avoid over-automation by implementing frequency caps and exit conditions

For more email sequence strategies, check out our complete email sequence templates guide. If you're building onboarding automation specifically, our SaaS onboarding email sequence guide covers the fundamentals. And for converting trial users, see our trial to paid email sequence templates.

The goal of automation isn't to send more emails. It's to send the right email at the right time, every time.