Trial-to-Paid Email Pack, 7-day, 14-day, 30-day variants

TLDR

Run three BOFU tracks, 7-day, 14-day, 30-day. Match cadence to trial length and intent. Lead with outcomes, show the math, remove setup friction, and time-box the bonus. Target trial-to-paid above 25 percent on engaged traffic.

Goal

Turn trials into paid users by sequencing proof, quick wins, pricing math, and a deadline-backed bonus, supported by one-click booking and light SMS nudges.

What you will build

• One master workflow that selects the 7, 14, or 30-day track by plan, region, or intent score.
• One content kit, subject lines, hooks, CTAs, proof blocks, deadline logic, resend rules.
• One settings pack, send windows, throttling, UTM conventions, reply handling, suppression.
• One KPI board, deliveries, opens, clicks, trials, paid, EPC, RPM, by segment and message.

Segments to route

• Hot trials, high intent events, pricing page views, calendar connect, domain connect.
• Warm trials, page views on features and docs, lower activity.
• Cold trials, no key events by Day 2.
• Expired trials, lapsed within 7 days, reactivation offer without heavy discounting.

Offer framing

• Time-boxed bonus, limited redemptions per month, verification required after payment.
• Setup help, 30-minute call, snapshot import, checklist access.
• No earnings claims, only workflows, features, and support scope.

Message map, apply across all tracks

1. Access and promise, what they get during trial and after payment.
2. Quick wins, 1 task per day with a visible outcome.
3. Proof and math, results screenshots, monthly cost including email and SMS, break even at 1 to 3 clients.
4. Objection handling, migration fear, learning curve, support boundaries.
5. Deadline push, last day reminder with clear instructions.

7-day track, high-pressure conversion

• D0, immediately, Welcome and quick win, connect domain or calendar, show bonus headline and redemption cap.
• D1, Use case path, pick a lane, lead gen, bookings, client portal, mini tutorial.
• D2, Proof and math, table with monthly cost at typical volumes, break even line.
• D3, Objection 1, migration fear, 5-step move plan, contacts, DNS, funnel, automation, test.
• D4, Social proof row, short quotes or anonymized screenshots, CTA to pay and verify.
• D5, Objection 2, learning curve, snapshot import, checklist, 15-minute setup option.
• D6, Deadline push, limited bonus redemptions, clear steps to pay and verify.
• D7, Grace reminder, 12-hour window, then switch to onboarding or reactivation based on status.

14-day track, standard conversion

• D0, Welcome and first win, connect calendar, publish a form.
• D1, Feature spotlight, automations depth, why it matters, 1 click to add a workflow.
• D3, Niche fit matrix, show best fits, one sentence why.
• D5, Pricing math block, email and SMS volumes, ROI example.
• D7, Proof bundle, 3 quick screenshots, CTA.
• D9, Objection bust, migration plan, 5 steps, checklist.
• D12, Bonus highlight, what is included, delivery rules post verification.
• D14, Final push, deadline copy, pay then verify, next steps.

30-day track, low-friction nurture

• D0, Welcome and orientation, 1 simple action today.
• D3, Use case carousel, agency, local services, coaches, SaaS mode.
• D7, Proof bundle, short case mini, before and after metrics.
• D10, Pricing math and break even, include traffic cost line.
• D14, Objection handling, support boundaries, what is included.
• D18, Feature depth, omnichannel inbox or automations.
• D23, Bonus recap and scarcity, monthly cap reminder.
• D28, Final push, last chance this cycle, clear instructions.
• D30, Grace and routing, onboard if paid, else reactivation path.

Subject line formulas

• Proof first, [Result] in [time] with [feature], for example, 24 bookings in 7 days with automations.
• Quick win, Today, publish 1 form and test your first automation.
• Math angle, Your cost at 10k emails and 500 SMS per month.
• Deadline, 12 hours left to claim the bonus for this month.
• Safety, Move in 5 steps without losing data.

Hooks and CTAs

• Hooks, speed to first lead, lower tool count, one inbox, snapshot start.
• CTAs, Start paid plan, book a 30-minute setup call, see checklist inside the vault.
• Secondary CTA, reply for a 2-line fix or question, routes to Conversations.

Deliverability setup

• Authenticate email, SPF, DKIM, DMARC, branded links.
• Warm slowly for new sending domains, start under 200 sends per day.
• Use a human from-name and a monitored reply-to.
• Resend non-opens 24 hours later with a new subject, cap at 1 resend per message.

Compliance

• Clear affiliate disclosure near the first CTA.
• Unsubscribe and preferences in every email.
• No income claims, keep examples measurable and realistic.

UTM and subid conventions

• utm_source, email. utm_medium, lifecycle. utm_campaign, t2p-7, t2p-14, t2p-30.
• utm_content, hook or feature. subid1, segment. subid2, message id. subid3, variant.

Automation blueprint in GoHighLevel

• Trigger, Trial started or Tag applied, route to 7, 14, or 30-day branch.
• Check intent signals daily, move Hot to shorter track automatically.
• On payment event, exit T2P track, apply verified_buyer, start onboarding.
• On inactivity for 72 hours, send a short SMS nudge and an in-app task.
• On hard bounce or 2 soft bounces, suppress and alert.
• On final day, add one-time UI banner via webhook if applicable.

KPIs to watch

• Open rate, 35 to 55 percent on trials.
• Click rate, 6 to 15 percent.
• Reply rate, 2 to 6 percent on objection emails.
• Paid conversion, 25 percent plus on engaged segments when the bonus is present.
• Time to first paid, under 10 days on the 14-day track for hot trials.

Testing plan

• A/B subject, proof vs deadline.
• A/B CTA placement, above the fold vs mid-content.
• Multivariate hook swap, quick win vs pricing math.
• Weekly rollups, keep winners, archive underperformers.

Troubleshooting

• Low opens, fix from-name, authenticate domain, tighten subjects.
• Clicks without orders, move CTA higher, add button plus text link, show next step lines.
• Many questions, expand the FAQ and add a short checklist page.
• Weak paid conversion, compress the offer to 2 strongest bonuses, pull the setup call earlier.

FAQ

How many emails per track
The 7-day track sends 7 to 8 emails, the 14-day sends 7 to 8 emails, the 30-day sends 8 to 10 emails. Add 1 SMS nudge at most every 3 emails.

What time should emails go out
Send inside the recipient’s 09:00 to 15:00 local window. Avoid late evening unless you sell events or support teams.

Can I add discounts
Use time-boxed bonuses before discounts. If you must discount, keep it narrow, for example the first month only, and test impact on refund rate.

What if the trial never started
Route no-activity records to a short 3-email primer with one-click start and a 10-minute setup video, then recycle.

How do I handle reactivations
Send a 3-touch reactivation sequence within 7 days after expiry, proof first, offer second, deadline third.

Can I run ads to the same traffic
Yes, sync audiences from clicks and video views, then remarket with the same hook to keep message match.

What happens after payment
Move the contact into onboarding, apply verified_buyer, deliver the bonus, and start the 7-day setup sequence.