Building email sequences from scratch is tedious. You know you need onboarding emails, trial conversion emails, and nurture sequences, but staring at a blank screen wondering what to write is painful. That's why I've compiled this comprehensive library of email sequence templates you can adapt for your SaaS.

This guide covers every type of email sequence a SaaS founder needs, organized by purpose. Each section includes copy-paste templates, timing recommendations, and links to in-depth guides. Whether you're launching your first product or optimizing an existing email strategy, you'll find templates that work.

Quick Reference: Email Sequence Types

Before diving into templates, here's a quick overview of the main sequence types and when to use each:

Sequence Type	When to Use	Typical Length	Goal
Onboarding	After signup	5-7 emails over 14 days	Reach aha moment
Trial Conversion	During free trial	5-7 emails based on trial length	Convert to paid
Lead Magnet	After content download	5-7 emails over 7-14 days	Nurture to trial
Nurture	Long-term engagement	8-12 emails over 30-90 days	Build trust, stay top of mind
Re-engagement	Inactive users	3-5 emails over 7-14 days	Reactivate or clean list
Webinar	Event registration	8 emails around event	Maximize attendance and conversions
Product Launch	New feature/product	4-6 emails over 1-2 weeks	Drive adoption
Win-back	Churned customers	3-5 emails over 30 days	Recover lost revenue
Cold Outreach	Prospecting	5-7 emails over 14-21 days	Start conversations
Sales Funnel	Lead progression	Varies by funnel	Move leads to purchase

Onboarding Email Sequence Templates

The foundation of SaaS email marketing. Your onboarding sequence turns new signups into active users. The goal is simple: get users to their aha moment as fast as possible.

For a deep dive into onboarding strategies, see our complete guide on SaaS email onboarding sequences or learn how to create a SaaS onboarding email sequence step by step.

Self-serve SaaS, freemium models

For product-led growth companies where users self-serve

Subject Line

Welcome to [Product] - let's get you set up in 5 minutes

Email Body

Hi [First Name],

Welcome to [Product]! I'm [Your Name], the founder, and I'm thrilled you're here.

You signed up because you wanted to [solve main problem]. Let me show you the fastest path to getting results.

Your first step: [Specific action that leads to aha moment]

It takes about 5 minutes, and most users see their first [benefit] within an hour.

Here's a quick video walkthrough: [Link]

If you get stuck, just reply to this email. I read every message.

[Your Name]

P.S. - Our most successful users complete [action] within their first day. Don't wait!

Key Onboarding Email Timing

Email	Timing	Purpose
Welcome	Immediately	Set expectations, first action
Getting Started	Day 1 (4 hours later)	Core feature introduction
Value Reminder	Day 2	Show what they're missing
Social Proof	Day 3-4	Customer success story
Feature Highlight	Day 5-6	Secondary features
Activation Push	Day 7	Drive key action if inactive

Trial Conversion Email Sequence Templates

The revenue engine. Trial conversion emails turn free users into paying customers. The sequence should adapt based on trial length and user behavior.

See our complete guide on trial to paid email sequences for advanced strategies.

Simple products, quick time-to-value

Aggressive but effective for short trials

Subject Line

Day 5: Your trial ends in 48 hours

Email Body

Hi [First Name],

Quick heads up: your [Product] trial ends in 48 hours.

You've [key action they took, or "started exploring our platform"], and I want to make sure you don't lose access to [specific benefit].

What happens when your trial ends:

Your [specific feature] stops working
Your data stays safe for 30 days
You can reactivate anytime

To keep [Product] running: → Upgrade to Pro ($X/month): [Upgrade Link]

Not sure if it's worth it? Here's what [Customer Name] at [Company] said:

"[Short testimonial about ROI or specific result]"

Questions about which plan fits? Just reply.

[Your Name]

P.S. - If you need more time to evaluate, reply and I'll extend your trial. I'd rather you make the right decision than feel rushed.

Lead Magnet Email Sequence Templates

The top of your funnel. Lead magnet sequences nurture content downloaders toward becoming trial users or customers.

For detailed templates by lead magnet type, see our lead magnet email sequence guide.

Comprehensive guides, whitepapers, reports

For downloadable content assets

Subject Line

Your guide is ready + a quick tip

Email Body

Hi [First Name],

Your copy of "[Guide Title]" is attached. (Or download it here: [Link])

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

[Key insight from the guide]

Most readers tell me this single insight helped them [specific result]. Try implementing it today.

Over the next few days, I'll send you some bonus content that didn't make it into the guide:

Real examples from SaaS companies who applied these principles
A checklist to track your progress
A video walkthrough of the trickiest parts

For now, enjoy the guide. Reply if you have any questions!

[Your Name]

P.S. - If you want to skip ahead and see how [Product] can help you implement these strategies automatically, here's a free trial: [Link]

Nurture Email Sequence Templates

Playing the long game. Nurture sequences keep you top of mind with leads who aren't ready to buy yet. The goal is building trust over time.

For extended nurture strategies, see our guides on email nurture sequences and nurture sequence examples.

Blog readers, content subscribers

Educational content over time

Subject Line

The #1 mistake [audience] makes with [topic]

Email Body

Hi [First Name],

Most [target audience] make this mistake with [topic]:

[Describe the common mistake]

It seems logical on the surface. But here's what actually happens:

[Explain the negative consequence]

The fix is simpler than you'd think:

[Share the solution, with actionable advice]

I've seen this pattern across hundreds of [audience type]. The ones who [correct behavior] consistently outperform those who [incorrect behavior] by [specific metric or result].

Here's a deeper dive on this topic: [Link to relevant content]

Next week, I'll share the second most common mistake (and it's even more expensive).

[Your Name]

Cold Email Sequence Templates

Starting conversations from scratch. Cold email sequences require a different approach: shorter, more personalized, and focused on earning a reply rather than closing a sale.

For complete cold outreach strategies, see our guides on cold email sequences and cold email examples.

SaaS founders selling to SMBs

For founder-led sales to other founders

Subject Line

Quick question about [their company]

Email Body

Hi [First Name],

I noticed [specific observation about their company, product, or recent news].

I'm the founder of [Product]. We help [target audience] with [specific problem], and I thought there might be a fit based on [reason].

Not trying to sell you anything. Just curious: is [specific challenge] something you're thinking about right now?

Either way, congrats on [recent accomplishment]. [Genuine compliment about their work].

[Your Name]

P.S. - [Optional: Add relevant social proof or mutual connection]

Re-engagement Email Sequence Templates

Bringing back dormant users. Re-engagement sequences try to reactivate inactive users before removing them from your list. They're crucial for list hygiene and recovering potential revenue.

For complete strategies, see our guide on re-engagement email sequences.

Users inactive 30-60 days

Gentle approach for recently inactive users

Subject Line

We miss you at [Product]

Email Body

Hi [First Name],

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 there was something that didn't work for you before, I'd love to hear about it. We've made a lot of improvements based on user feedback.

Come back and explore: [Login Link]

Or, if you have 5 minutes, reply and tell me what would make [Product] more useful for you.

[Your Name]

Win-back Email Sequence Templates

Recovering churned customers. Win-back sequences target customers who cancelled. They're different from re-engagement because these users paid at some point.

For complete win-back strategies, see our guides on win-back email sequences and how to win back churned customers.

Within 7 days of cancellation

For customers who just cancelled

Subject Line

We're sorry to see you go

Email Body

Hi [First Name],

I noticed you cancelled your [Product] subscription. I'm sorry to see you go.

If you have a moment, I'd genuinely appreciate knowing what didn't work. Your feedback helps us improve:

Was it the price?
Missing a feature you needed?
Found a better alternative?
Just not using it enough?
Something else?

Just reply with the number (or your own reason). I read every response.

If there's anything we could do to win you back, I'm open to discussing it. Sometimes we can find a solution that wasn't obvious.

Either way, thanks for giving [Product] a try. Your account data will stay safe for 30 days if you change your mind.

[Your Name]

Product Launch Email Sequence Templates

Driving feature adoption. Product launch sequences create excitement around new features and drive adoption among existing users.

For comprehensive launch strategies, see our guide on product launch email sequences.

Major feature launches to existing users

For new feature releases

Subject Line

New: [Feature Name] is live

Email Body

Hi [First Name],

Big news: [Feature Name] is now live in your [Product] account.

What it does: [One sentence explaining the feature]

Why you'll love it:

[Benefit 1, specific to their use case if possible]
[Benefit 2]
[Benefit 3]

Try it now: [Direct link to feature]

Here's a 2-minute video showing how it works: [Video Link]

This has been our most requested feature, and I'm excited to finally ship it. Let me know what you think.

[Your Name]

P.S. - Found a bug or have feedback? Reply here. We're actively monitoring and shipping fixes.

Webinar Email Sequence Templates

Maximizing event ROI. Webinar sequences drive registrations, attendance, and post-event conversions.

For complete webinar strategies, see our guide on webinar email sequences.

Post-registration

Immediate confirmation after signup

Subject Line

You're registered for [Webinar Title]

Email Body

Hi [First Name],

You're in! Here are the details for "[Webinar Title]":

Date: [Date] Time: [Time] [Timezone] Add to calendar: [Calendar Link]

What we'll cover:

[Topic 1]
[Topic 2]
[Topic 3]
Live Q&A

Before the webinar: Come prepared with your biggest question about [topic]. We'll answer as many as we can live.

See you there,

[Your Name]

P.S. - Know someone who'd benefit from this? Forward this email and they can register here: [Registration Link]

Choosing the Right Sequence

With so many sequence types available, how do you know which ones to prioritize? Here's a framework based on your business stage:

Early Stage (Pre-product/market fit)

Start with these three:

Onboarding sequence - Get users to their aha moment
Trial conversion sequence - Convert free to paid
Feedback collection - Learn what's not working

Growth Stage (Scaling)

Add these to your stack: 4. Lead magnet sequences - Build top of funnel 5. Re-engagement sequences - Recover dormant users 6. Win-back sequences - Recover churned revenue

Mature Stage (Optimization)

Refine and expand: 7. Nurture sequences - Long-term relationship building 8. Upsell sequences - Expand revenue per customer 9. Referral sequences - Turn customers into advocates

Implementation Tips

Start Simple

Don't try to build all sequences at once. Start with onboarding and trial conversion. Get those working before adding 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?

Iterate Based on Data

After 100 people go through a sequence, you'll have enough data to optimize. Look for:

Emails with low open rates (test new subject lines)
Emails with low click rates (improve content or CTAs)
Drop-off points (add more value or reduce friction)

Personalize Where It Counts

Generic templates are a starting point. The best performing sequences:

Use behavioral triggers (sent based on what users do)
Reference specific actions (you did X, here's what to do next)
Adapt to user attributes (industry, company size, role)

Tools for Building Sequences

Building effective email sequences requires the right infrastructure. Here's what to look for:

Behavioral triggers - Send emails based on user actions, not just time
Segmentation - Target the right message to the right people
A/B testing - Test subject lines, content, and timing
Analytics - Track opens, clicks, and conversions

Sequenzy is built specifically for SaaS email sequences, with native Stripe integration for trial and subscription-based triggers.

Next Steps

Ready to implement these templates? Here's your action plan:

Pick one sequence type to start with (onboarding is usually the best choice)
Customize the templates for your specific product and audience
Set up tracking to measure results
Launch and iterate based on data

For deeper dives into specific sequence types, check out these guides:

The templates in this guide are proven starting points. Your job is to make them your own, test relentlessly, and optimize based on what your specific audience responds to.