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Most SaaS companies have one lifecycle email running: the welcome. The other five are sitting unbuilt, quietly costing them signups, retention, and recovered revenue. This guide covers the six moments that matter, what to send at each one, and the prompt to build it in Brew.

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First touch

The moment someone expresses interest — joins a waitlist, downloads something, subscribes to a newsletter — engagement is at its peak. This is the easiest email to send and the one with the highest open rate you’ll ever see from that contact. Send one email. Confirm the action, set expectations, give them something useful immediately. Build this as an automation triggered by your user_signup or waitlist_joined event. See Automations to set up the trigger. 
Create a single welcome email for someone who just joined our waitlist.
Confirm their spot. Tell them what to expect and when. Include one piece
of content or insight they can use right now. Warm, direct tone — write
like a knowledgeable colleague, not a mailing list.

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First 30 days

New users churn before they see value when there’s no structure to follow. Onboarding emails give them that structure without requiring them to figure it out themselves. Send a 3 to 5 email flow over the first 14 to 30 days. Lead with the one action that correlates with retention. Layer in features, social proof, and an offer to help. Build this as a marketing flow triggered by user_signup. Brew generates the full flow, every email, every wait, from a single prompt. 
Build a 4-step onboarding flow for new trial users of a B2B SaaS product.
Trigger on user_signup.

Email 1: welcome and the single most important first action to take.
Wait 2 days.
Email 2: a quick-start tip for the feature most new users miss.
Wait 3 days.
Email 3: a short customer story — what does success actually look like?
Wait 4 days.
Email 4: check-in. Are they getting value? Offer to help directly.

Professional but human. No jargon.

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Keeping them engaged

Active users who aren’t deeply engaged drift away quietly. A regular email keeps your product in front of them between sessions. Send a monthly or bi-weekly email covering product updates, new features, tips, or customer stories. Build this as an Email, not an automation — the content changes each time, and Brew can generate a fresh one from a prompt in minutes. See How Brew works. 
Create a product update email announcing three new features. For each:
a one-line description, why it matters to the user, and a link to learn more.
Clean layout. One CTA at the bottom. Confident, clear tone — not a changelog.

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When they go quiet

Contacts who signed up and went silent are worth one well-aimed attempt before you remove them. Not a guilt trip. Not ten follow-ups. One genuinely useful email, then a clean exit. Send a 2 to 3 email flow. Lead with something new or valuable. Follow up with a direct ask. End with an opt-out that keeps your list clean and your deliverability healthy. Build this as a marketing flow. Trigger it on a schedule for contacts who haven’t opened an email in 90 days, using a Filter node to check engagement. 
Build a 3-step re-engagement flow for contacts who haven't opened
an email in 90 days.

Email 1: lead with something genuinely new — a feature, a resource, something
worth their time. Low-friction CTA.
Wait 5 days.
Email 2: direct ask. Are they still interested? Make it a one-click response.
Wait 5 days.
Email 3: tell them you're removing them from the list. Give them one last
chance to stay. No hard feelings either way.

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When a payment fails

A failed payment is recoverable revenue with a short window. Most companies lose it because they have no flow in place — the card gets declined, nothing happens, the subscription lapses. Send a 3-email flow over your dunning period, typically 7 to 14 days. Start informative, escalate urgency, end with a clear consequence. Build this as a marketing flow triggered by the invoice.payment_failed Stripe event. Once your Stripe integration is active in Integrations, this trigger is available in the automation builder automatically. No additional setup required. 
Build a dunning flow triggered by invoice.payment_failed.

Email 1: let them know the payment failed. No blame. Here's how to
update their card. Direct link.
Wait 3 days.
Email 2: their access is at risk. Direct link to billing. Urgent but not hostile.
Wait 4 days.
Email 3: final notice. Their account pauses tomorrow if not resolved.
Firm, respectful, clear.

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Winning them back

Churned users aren’t necessarily gone. A well-timed email that leads with what has changed — not a discount, not an apology — can bring a meaningful percentage back. Send one email. Focus on what’s new since they left. Save the discount for a follow-up if the first gets no response. Build this as an Email so you can control the timing and targeting manually. Send it to a saved audience of contacts who cancelled in the last 6 months. 
Write a re-activation email for users who cancelled in the last 6 months.
Lead with two or three things that have meaningfully changed since they left —
new features, improvements, things they asked for. One CTA to reactivate
or start a new trial. Confident, not desperate. No discount in this email.

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Where to start

If you’re building lifecycle emails for the first time, do them in this order:
  1. First touch — one email, highest engagement you’ll ever see, takes an hour
  2. First 30 days — biggest single impact on retention
  3. When a payment fails — directly recovers revenue, almost always overlooked
  4. When they go quiet — cleans your list, recovers dormant contacts
  5. Keeping them engaged — send as you go, update each time
  6. Winning them back — lower volume, build once the others are running

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