Email Drip Campaign Template for Product Growth

Most onboarding sequences work well with 4-7 emails over 10-14 days. Trial conversion sequences typically need 5-8 emails aligned to the trial length. Reactivation campaigns are shorter: 3-4 emails over 7-10 days. Longer is not better. Every email that does not drive action or provide value trains users to ignore you.

Behavior-triggered emails consistently outperform time-based sends. An email sent when a user completes (or fails to complete) a specific action is relevant by definition. Time-based emails are a fallback for when you lack the event data to trigger on behavior. Use time-based sends as the backbone and layer behavior triggers on top.

For SaaS onboarding emails, aim for 50-70% open rates on email 1 (welcome), 40-55% on emails 2-4, and 30-45% on later emails. Click rates should be 15-30% for emails with a single clear CTA. If your open rates are below 30%, your subject lines or sender reputation need work. If clicks are below 10%, your CTA is not compelling enough. The [NPS Calculator](/tools/nps-calculator) can help you benchmark user satisfaction alongside email engagement.

After 2-3 unopened emails, move them to a separate re-engagement sequence with a different subject line style (questions, urgency, personalization). If they still do not engage after 2 more attempts, suppress them. Continuing to email unengaged contacts hurts your sender reputation and deliverability for everyone else.

Compare conversion rates between users who received the sequence and a holdout group that did not. Track the full path from email click to product action to paid conversion. Calculate revenue per sequence entrant by dividing total attributed revenue by total entrants. Review monthly and optimize the lowest-performing email first. ---