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Campaign Types

Trial Expiration Email

Emails sent as a free trial approaches its end date to convert trial users into paying customers.

Definition

Trial expiration emails are a sequence of messages sent during the final days of a free trial period. Their goal is to convert trial users into paying customers by reminding them of the value they have experienced, what they will lose, and how to upgrade. This sequence typically starts 3-7 days before expiration and continues through the final day.

Why It Matters

The trial-to-paid conversion rate is one of the most important metrics for product-led SaaS. Most trial users never convert, and many simply forget to upgrade even when they love the product. Trial expiration emails are your last chance to capture these users before they slip away. A strong sequence can double or triple your conversion rate.

How It Works

As the trial end date approaches, automated emails are triggered based on days remaining. Early emails focus on value reinforcement and feature discovery. Middle emails introduce urgency and address common objections. Final emails create scarcity and make upgrading as frictionless as possible with direct payment links.

Best Practices

  • 1Start the sequence 5-7 days before expiration, not on the last day
  • 2Personalize based on features the user actually tried during their trial
  • 3Show usage stats to remind them of the value they created
  • 4Address the top 3 objections to upgrading in your copy
  • 5Include a direct link to the checkout page with plan pre-selected
  • 6Offer a trial extension for engaged users who need more time
  • 7Send a final email on expiration day with clear before/after of access

Trial Conversion Sequences

Build trial expiration sequences that adapt based on user behavior. Sequenzy tracks product usage so you can send different messages to power users versus those who need more activation help.

Learn More

Frequently Asked Questions

For a 14-day trial, send 4-5 emails starting on day 7 or 8. For a 7-day trial, send 3 emails starting on day 4. The key is giving users enough touch points without being annoying. Watch your unsubscribe rates to calibrate.

Be careful with discounts. They can train users to wait for deals. If you offer one, do it only in the final email and frame it as a one-time offer. Better alternatives include extended trials for engaged users or bonus features for immediate upgrades.

If someone has not used core features, a trial expiration email will not convert them. Focus instead on activation emails earlier in the trial. For non-activated users at trial end, pivot the message to offering help or extending the trial rather than pushing for payment.