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This workflow helps trial users move from signup to active product use before trial expiry. MailerPath keeps execution and safety logic managed for you. You can customize approved fields and template content.

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Definition and business outcome

Use this workflow to increase trial activation and improve conversion readiness. Primary outcomes:
  • More trial users activate key features.
  • Faster time-to-first-value in trial.
  • Better trial-to-paid conversion potential.

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Entry criteria

Trigger event:
  • Trial signup with low or no activation signals.
Required conditions:
  • Contact has valid email and trial status.
  • Contact is subscribed.
Recommended send cadence:
  • Immediate after trial signup, then timed reminders during trial.

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Exit criteria

Complete when:
  • Activation milestone is reached.
  • Workflow email sequence completes.
Cancel when:
  • User unsubscribes.
  • Trial ends or user converts.

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Suppression and conflict rules

  • Suppress duplicate activation nudges in short windows.
  • Respect frequency caps and conversion-state changes.
  • Prioritization remains system-managed by MailerPath.

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Required configuration fields

Client-configurable fields:
  • delay_minutes
  • send_time_mode
  • preferred_send_hour + preferred_send_minute
  • priority_score
  • Trial activation template and CTA copy
Minimum data:
  • Email
  • Trial start date
  • Trial end date
  • Activation status

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Message blueprint

  1. Trial reminder and value framing.
  2. 2 to 3 activation steps.
  3. Key features to try first.
  4. One primary CTA.
CTA examples:
  • Activate your trial
  • Start with feature X

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Launch checklist

  1. Validate trial-status trigger rules.
  2. Test sequence timing for day 1, day 3, and pre-expiry.
  3. Confirm conversion and activation tracking.

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Metrics and thresholds

  • Open rate target: 35% to 55%
  • Activation CTR target: 10%+
  • Trial activation rate target: 30%+

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Failure scenarios and fixes

  • Low activation despite opens: simplify activation steps.
  • High unsubscribe rate: reduce reminder frequency and improve relevance.

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Workflow group and source

Workflow group:
  • Onboarding and activation
Source reference:
  • docs/workflow/MailerPath Workflow Details.md