How to Turn Trial Users into Paying Customers (8 Onboarding Templates)

Day 1 of trial: welcome a new user and reiterate the biggest benefit of your product

Subject: Welcome to Ray! Know what happens after you click send

Welcome your new user and briefly state the biggest benefit of your product.

Explain the biggest benefit your user will get out of using your product and how it will work to encourage them to try it out.

Describe a big pain point your product solves.

Ask them to try out your most important product feature.

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Day 2 of trial: highlight the second biggest benefit of your product

Subject: Forgot to follow up? Ray can remind you.

Send this email one day after they sign up. Briefly describe the scenario your second most important product feature helps with. If you have behavior tracking set up, don't send this email to users who have already tried this feature.

Explain how to use this feature and include an animated gif if possible to visually show your user how it works.

Ask them to try the feature. Each onboarding email should only focus on one product feature. Highlighting a few at the same time can overwhelm your user with information and choices, making it less likely they will take any action.

At the bottom of the email, remind users how many days are left in their trial and make it easy for them to upgrade.

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Day 5 of trial: highlight the third biggest benefit of your product

Subject: Track your proposals like you’re looking over their shoulders

Send this email 2 days after the previous one. Describe the pain point your third most important product feature solves. If you have behavior tracking set up, don't send this email to users who have already tried this feature.

Briefly describe how this feature works and share a screenshot of it in action.

Lay out the additional benefits of this feature.

Ask them to give it a try.

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Day 8 of trial: highlight the fourth biggest benefit of your product

Subject: It takes avg ~5 emails to nurture cold leads. Now you can do it automatically.

Send this email 5 days after the previous one. For features that involve slightly more complicated concepts or steps, present some data that demonstrate its benefits to encourage users to try it. If you have behavior tracking set up, don't send this email to users who have already tried this feature.

Explain why it would be difficult or time-consuming to perform this action or achieve this goal without your product feature.

Lay out the steps to use this feature.

Mention the biggest result this feature helps your user achieve.

Ask your user to try it.

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Day 12 of trial: remind the user their trial is ending in 2 days

Subject: Upgrade to know keep knowing what happens after you click send

Send this email 3 days before their trial ends.

Share the results 2-3 other customers have achieved with your product. This provides social proof your product really works and shows your trial user what would be possible for them if they upgrade and keep using it.

List and briefly explain the benefits of your top product features to remind your user the value they'd get out of using your product.

Ask them to upgrade.

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Last day of trial: remind your user their trial is ending today

Subject: Your trial of Ray ends today

Enumerate or describe the results your user achieved during their trial. This reminds them the value they have gotten out of your product so far.

Mention their trial is ending and nudge them to upgrade to keep benefiting from your product's features.

Add a clickable link or button to make it easy for them to upgrade.

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How to win back customers who canceled their plan

After FOMO (a social proof tool) showed churned customers how many sales they generated using their product, they understood its ROI and started using it again.

Email to convert users who did not upgrade after trial

Subject: You’re not just +1 customer to us

This approach puts a human face on your company. Give them a bit of a backstory on what inspired you and the team to create your product.

Describe the problems you wanted to solve with this product and the questions you wanted to answer. This reinforces your product benefits through the angle of what inspired you to create it.

Gently ask them to upgrade again.

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How to re-engage trial users who have stopped trying out your product

Subject: We miss you!

Explain you’re getting in touch because you saw they haven’t been trying out your product recently. These reminders are effective because some users stop trying a product during the trial period after they get busy and forget about it. Not because they are no longer interested.

Remind them the main benefit they'd get out of using it and show them an easy way to start using it again.

Describe another major product benefit to further encourage them to use your product again.

Make it easy for them to try your product again.

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Top 3 biggest mistakes companies make in their onboarding sequence
Top 4 biggest mistakes companies make in their onboarding sequence

1. Highlight 3+ features in one email

If you highlight a few features in one email, users tend to feel overwhelmed with choice and information and not take any action all. That's why it works better to highlight how they can get value of out of one major feature per email.

2. Keep sending your onboarding sequence to users who are no longer trying your product

Track users’ behavior so that if you detect that they have not used your product in 2-3 days, you can send an email asking if they have any questions (refer to the reengage template above) instead of sending the rest of the sequence.

3. Send an email encouraging the user to try Feature X or complete Action Y when they already did

It is ideal to track your users' behavior so if you detect they already tried Feature X or completed Action Y on their own, you don't send them an email encouraging them to do it. If you're looking to acquire new users, you can check out 5 cold email templates to introduce your product or service.

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