10 SaaS Email Sequences and Templates to Convert More Leads

SaaS Email Sequences and templates

Have you done every marketing trick for your SaaS yet you are not getting the best result in terms of engagement? A lot of approaches could be causing this and preventing prospects from interacting with your business. However, if you can utilize the right SaaS email sequences and templates, you can fix the issue, and amass other benefits.

After all, for every $1 spent on email marketing, you get a $44 return on investment and good email sequences and email copies are the backbones of many successful marketing strategies.

You can have other marketing strategies such as in-app messages, push notifications, and SMS but; email remains the king that drives positive results.

Top 5 Email Sequences for SaaS Companies

saas email sequences and templates

An email sequence is essential for many software companies. However, utilizing the right email sequence not only gives you the desired result but amasses other benefits you can’t possibly think of. This section will enlighten you on the top five email sequences for SaaS companies.

1. Lead Nurturing Email Sequences

It is ideal to send a nurture email series out the moment a prospect interacts with your lead magnet.
The content could be in the form of an ebook, whitepaper, infographics, or more. It should deliver the requested item to the prospect upon interaction.

The goal of every lead nurturing sequence is to create awareness of your products or services.
To do this, you may include some educational content about your products that reveal your expertise about your brand.

Educational content can be about a topic your email subscribers would love to have some understanding about or something that triggers that interest. This method persuades them about your business and allows them to consider your brand whenever they intend to make a purchasing decision.

Remember that this is to create awareness.

Hence, your lead nurturing emails cannot focus on making sales or urging people to buy your products. Why? Because they could become overwhelmed by your tactics and get turned off. Instead, you can persuade them in an engaging tone by using helpful images to make your content easy to remember.

Besides, you can incorporate graphics to tell a story, talk about an achievement, or highlight some important aspect of your content.

When delivering lead nurturing emails, the goal is to send messages frequently that will increase brand awareness but not tag your messages as spam.

2. Onboarding Email Sequence

The onboarding process is critical to reaching and retaining your potential customers. At this stage, you need to help your customers in finding their “aha!” moment. The “aha!” moment is the period that triggers a positive emotional response from your customers.

It is the period when your customers identify the problems your products or services can solve. In other words, they have identified the value of your products.

When writing an onboarding email, ensure that the tone of your message is informational and engaging to users. State facts that can allow them to identify the value of your products. This will help them to discover the potential of your products at their own pace.

Examples of these emails can be your product’s welcome email or a personal hello + quick question email. You can also personalize their email and send them a tour guide that shows them how to use your products.

This reduces their “overwhelming” feeling after signing up for your products and helps to improve their experience.

3. User Activation Email Sequence

A user activation email sequence is essential in converting users who have used up the free trial version of your products to paid users. Although the email sequence differs from company to company, there are still some common methods you can utilize to convert your users.

First, onboard your users by sending them a welcoming email that highlights some important features of your products.

Next, you can provide some resources that can showcase the uniqueness of your products. You can also inform your customers of what they are missing out on.

Then, personalize the emails and include a defined call-to-action to activate the conversion process. If you are yet to receive an email after trying these methods, you can send a follow-up email to remind them of your products.

A follow-up message could be all you need to convert your potential customers and purchase your product after using the free trial.

4. Churn Reduction Email Sequence

Customer retention is also essential to every business. Having loyal customers not only increases conversion but also provides other relevant benefits.

What happens if customers stop interacting with your business? Do you just let them go? Of course not!

The churn reduction email sequence does the task for you when it comes to increasing loyal customers.

To reduce your brand’s churn rate, you can send various emails that show you value them. For instance, you can send a “thank you” email when they refer a friend, purchase a product, or provide feedback on surveys.

In other situations, you can take note of their birthdays or anniversaries and make them feel special.
Personalizing emails like this encourages customers to engage more with your business.

Also, you can send a customer re-engagement message to inactive customers. These messages can be in the form of a “we miss you” campaign, sending a special incentive, conducting a survey to figure out the issue, or a “what you have missed” type of email.

5. Increase Customer Lifetime Value (CLV) Sequences

Now that you have learned how to reduce churn rates through email campaigns, it is time you increase the customer lifetime value.

Here, you have to understand that your customers matter at all times. As a result, watch out for their activities. Once a purchase has been made on your site, it is essential to send a post-purchase email.

Emails such as purchased orders, shipping confirmations, and tracking of goods are essential to increasing your customers’ lifetime value.

You can encourage your local customers by offering them perks and other goodies and sending personalized hype to make them feel special.

Finally, you can engage your customers by replying to them with engaging automated messages. Implementing these steps encourage your customers to keep coming back to your brand.

5 Best Sales Email Templates to Start a Conversation With Your Prospects

Now that we’ve discussed the 5 most important sequences, it’s time to go through the best email templates that will help you convert a lead into a customer.

1. Software Services Promotion Email Template

Promote your SaaS product through an email with this high-converting template.

Hi Jane,

My name is John, and I am a salesperson working at [Firm Name]

I’m contacting you because I understand that your company is in the market for a new software solution.

For over 25 years, we’ve been providing Software as a Service (SaaS) to businesses like yours.

Our services offer an easy and cost-effective way to manage all of your operations from one location—eliminating the need for customizations and onsite IT staff.

For more information, you can reach me @


2. Potential Prospect Email Template

Did you find a potential high-value prospect? Then send this email to build a relationship.

Hi John,

I have received your inquiry on the date []. I am a salesperson working in a [SAAS company] & I can help you.

As your company grows, you will need to manage more and more accounts.

This can be a time-consuming process that distracts management/ prospect from other important tasks.

That is why a [Software – Name, as a Service solution] helps small businesses with accounting.

The software automates many manual processes in accounting, such as payroll, invoicing, and reporting for an affordable monthly fee (which often includes your first month free).

I would love to provide the service demo for you over the phone to answer any questions you may have about how it works!


3. Plug & Play Email Template

When you read a blog post about the prospect company, you can share your expertise and subtly introduce your SaaS product with this email template:

Hi John,

I just read your blog post and thought of you when I was writing this sales email.

I’ve been in the business for a while now and have seen all kinds of software companies come through.

One thing that has always stood out to me is how much time some people spend on their website copy versus developing their product or service.

That being said, we offer custom-designed templates for any SaaS (Software as a Service) based businesses that want to give potential customers more than just words on a page when they visit.

You can reach me @ _


4. Connecting With Top Management Email Template

If you want to connect with the top management executives from the prospect company, use this SaaS sales email template.

Hi Clare,

I found your LinkedIn profile and would like to introduce myself. I am a senior sales manager at _.

I saw that you are the CEO of the company, so I wanted to reach out and see if you might be interested in our software as a service platform for your business.

You can sign up for a free trial here: (link)

Let me know what you think!


5. Business Development Services Email Template

If you want to build rapport with a potential customer, use this template:

Hi Matt,

I came across your company while researching software as a service company and thought you might want to know more.

We are a professional sales email marketing company for SaaS businesses focusing on conversion rates, revenue maximization, and customer retention.

If we could chat on the phone for just 5 minutes, I would love to help answer any questions you have about our services or how they can help your business grow.



Various email sequences apply to various needs. We hope that after reading this email, you will be able to step up your email game! 😉

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