🔄 Email Sequences That Convert 63% of Free Trials

Hey there,

Welcome back to another edition of Bootstrapped Growth. 👋

Today, we're dissecting real examples from businesses that have mastered nurture campaigns. Let’s look at how growing companies convert free trials at great rates.

Table of Contents

• 🚀 Strategy

• ⭐️ Extra Tips

• 🛠️ Resources

Thanks for reading. Let’s jump in!

🚀 Transform Trial Users With Best Practice Nurture Emails

1) Not Just Another Onboarding Email. Start With Providing Instant Wins.

Instead of beginning with generic welcome emails, Apollo.io (AI Sales Platform) combines gamification and incentives to guide users to book meetings using their platform. Their progress bar and actionable checklist is clear and backed by rewards (earning credits). This onboarding experience is both productive and interactive. Users experience immediate value while understanding the platform’s features.

Takeaway ➡️ First emails should deliver quick wins that demonstrate value versus merely explaining how the product works.

2) Sandwich In A ‘Social Proof’ Email

Circle (community-building platform) inserts a dedicated social proof email in its sequence. Circle leads with strong G2Crowd rating credentials, coupled with user testimonials. This pairing makes their statement that its customers love its product more credible.

Takeaway ➡️ Position social proof strategically in the middle of your nurture sequence. Showcase awards, reviews, ratings and stories that mirror your users’ journeys.

3) Close With Highlighting ‘Value-Gaps’ Versus Mere Discounts

Pipedrive (CRM Software) avoids the standard ‘your trial is ending’ emails. Their final sequence emails are personalized, specifying the benefits that users gained during the trial. Therefore, emails highlight what they'll miss (’access 7 open deals, scheduled activities and 8 contacts’) without the paid version.

Takeaway ➡️ Loss aversion is a powerful motivator. Focus final emails on quantifying users’ usage. Frame purchases as avoiding loss versus generic trial ending reminders or discounts.

⭐️  Other Conversion Tips To Try Out

1. Add a human touch. Send short video messages or voice notes from team members to build trust and stand out in a sea of text and image emails.

2. Help uncover ‘hidden’ features they missed. Spark re-engagement by highlighting killers features that users may have overlooked. A sample subject line: “The power feature 80% of users miss”.

3. Preempt buyer’s regret. Reduce purchase anxiety and build trust by offering money-back guarantees. A sample subject line: ‘Still not convinced? You’ll get a full refund in 14 days if it’s not right for you’.

4. Highlight that users are not ‘alone’. Instead of using sales pressure, build narratives of relatability by showcasing user stories of how other users have benefitted. A sample subject line: ‘You’re where hundreds of others were—here’s how they leveled up’.

5. Offer ‘cliffhanger’ upgrades. Tease upcoming features or benefits that are only available to paid users. A sample subject line: ‘You’re just one upgrade away from [great feature] launching next week’.

🛠 Useful Resources

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