Trial ending email templates
A trial-ending email should answer the practical questions: when does it end, what happens to my data, and what are my options. This template answers all three, offers a short call or more time for people who need it, and makes it easy to say the product isn't for them.
;sl-trial-end;sl-trial-end in any app.Variations
The same message for a different channel or tone. Copy the one that fits.
When the user was active but didn't finish evaluating.
After the trial ended without an upgrade.
When to use it
- Two or three days before a trial ends.
- A user was active but needs more time.
- A trial ended without an upgrade and you want to learn why.
What to avoid
- Don't hide what happens to their data. Say it plainly.
- Don't send several countdown emails. One clear email does the job.
- Don't offer an extension to users who never logged in.
The fields in this template
Retext fills these in when the snippet expands. In plain text they become [brackets] to replace by hand.
- First name
{fill:First name} - The trial user's first name.
- Product
{fill:Product} - Your product's name.
- Trial end date
{fill:Trial end date} - The date the trial ends.
- What happens to their data
{fill:What happens to their data} - Plainly, e.g. "your workspace is kept for 30 days".
- Upgrade link
{fill:Upgrade link} - The link to choose a plan.
- Plan name
{fill:Plan name} - The plan most similar teams choose.
- ;sig-work
{snippet:sig-work} - Pulls in your ;sig-work snippet, so a change to that snippet updates every reply that uses it. Create a snippet with that trigger first (any template in the email signatures pack works), or the field stays as typed.
- Date in 7 days
{date+7} - Inserts the date 7 days from today, worked out when the snippet expands. Useful for deadlines and return dates.
- Cursor
{cursor} - Where your cursor lands after the snippet expands, so you can start typing the personal part straight away.
Tips
- •{date+7} in the extension version shows the new end date without any maths.
- •Name the plan most teams their size choose. It cuts down on comparing tiers.
- •The "why not" version gives your product team useful answers. Share replies with them.
Works in Gmail, Outlook, Intercom and every other app
Retext types the snippet wherever your cursor is. To use a different version in one app, give it the same trigger and limit it to that app with per-app snippets. They go by app, not website, so every tab in your browser counts as one app.
Agree as a team who can extend trials and for how long, and put that in the extension template. It stops reps promising different terms.
See Retext for TeamsQuestions
When should I send a trial ending email?
Two or three days before the trial ends, so the user has time to decide, and once after it ends if they didn't upgrade.
What should a trial expiration email include?
The end date, what happens to their data, how to continue, and an easy way to ask for more time or say it isn't a fit.
Related templates
Trial check-in
;sl-trial-checkinSales
Hi [First name], You're a few days into your [Product] trial. The step that makes the biggest difference is [Key setup s…
Pricing proposal email
;sl-proposalSales
Hi [First name], As promised, here's the proposal for [Company]. Total: [Price] per [Billing period], for [Seats or scop…
Closed-lost email
;sl-lostSales
Hi [First name], Thanks for letting me know you've gone with [Competitor]. I appreciate you taking the time to evaluate…
Type ;sl-trial-end, get the whole reply
Retext expands your snippets in every Mac app and fills in names, dates and order numbers for you.
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