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Goal. When someone starts a free trial, guide them to the “aha” moment and ask for the upgrade before the trial ends. Who it’s for. Web2 SaaS and apps with a trial or freemium plan. Outcome to move. Trial-to-paid conversion rate.

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Prerequisites

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Build it

1

Send trial and upgrade events

Send trial_started when the trial begins (put the end date in attributes), and subscription_started when they pay. The automation runs between the two and exits when they convert.
Other languages follow the same shape, see the API Reference.
2

Build the conversion series

Trigger on trial_started and space a few emails across the trial:trigger → send email (Get set up) → wait 2 days → send email (The feature worth trying) → wait until 2 days before trial_ends → send email (Your trial ends soon)Add a Branch so anyone who sends subscription_started drops out and gets a thank-you instead of the “ends soon” push.
3

Follow up after the trial ends (optional)

One more email a day or two after expiry, with a clear path back, catches the people who meant to upgrade and forgot.
4

Activate and publish.

Both are required.

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Test

Send trial_started with your own email, confirm the series fires and the “ends soon” timing is right. Send subscription_started and confirm it exits the series.

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Measure

  • Conversion rate of the trial cohort.
  • Which email precedes the upgrade (use the campaign report) to learn what moves people.
  • Activation events (did they reach the “aha” action) correlated with conversion.

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Variations

  • Branch on usage. Send active and inactive trials different messages, active users get a nudge to upgrade, inactive ones get help getting started.
  • Offer at the end. A time-boxed discount on the last day can lift conversion.