How We Use Automated Emails to Increase Trial Conversions

A recent change to a 14-day trial prompted the need for synchronized welcome campaign emails, which were implemented using Customer.io's triggered campaigns. The email campaign, inspired by Squarespace's model, consists of four emails sent throughout the trial period to establish communication, guide users towards key features, and remind them of the trial's expiration. The emails are personalized using liquid tags and are sent based on user activity tracked by a cron job, ensuring timely delivery aligned with each user's trial progress. While the effectiveness of these campaigns is still being evaluated, there has been an observed increase in upgrades, and future plans involve exploring more targeted drip-campaigns and Customer.io's "newsletter" format for non-triggered emails.