SaaS email templates

The emails a SaaS sends, from the onboarding emails of the first week to a failed payment, in the order its customers need them. Each one is the email Kicklace writes, with other subject lines to try, when it goes and why it works.

1. Joining the waitlist

   Before they have an account.

   • Waitlist email templateRight away, when they joinConfirms they joined, and that you will write when there is news.

2. Signing up

   The first email, as soon as an account exists.

   • Welcome email templateRight away, when they make an accountSays hello and points at the one first thing worth doing.

3. Trying it

   Getting started, and a trial about to end.

   • Activation email template2 days after sign-upA nudge on day 2 toward the first real step.
   • Trial ending email templateA few days before the trial endsA heads-up a few days before a trial runs out.

4. Going quiet

   Somebody signed up and stopped.

   • Inactive user email template7 days after sign-upA plain check-in a week after sign-up.

5. Paying

   The first payment.

   • New customer thank you emailRight away, when they first payA thank you when somebody first pays.

6. A failed card

   A payment that did not go through.

   • Failed payment email templateRight away, when the card failsThe same-day note when a card is declined.
   • Failed payment reminder email3 days after the card failsA short second note three days later.

7. Leaving

   A cancellation.

   • Sorry to see you go emailRight away, when they cancelOne question when somebody cancels.

8. News

   Something to tell the people who asked.

   • Product update email exampleOn a schedule you pickA short update for the people who asked to hear it.