Trial to paid
When to use it
Section titled “When to use it”- You run a time-limited free trial and your app sends events for trial start, a key action and a subscription.
- Sales should spend time only on trials that are using the product.
Where the data comes from
Section titled “Where the data comes from”| How | What |
|---|---|
| Events from your app or website (needs a developer) | Your app sends trial, key-action and subscription events. |
What it sets up
Section titled “What it sets up”| Kind | Name | What it does | Lands |
|---|---|---|---|
| Team | Sales | Calls engaged trials before they end. | Empty |
| Segment | Engaged trials | Did the key action in the last 7 days. | Ready |
| Segment | Trial, no key action yet | Hasn't done the key action in the last 14 days. | Ready |
| Template | Trial tip (email) | Tip pointing to the key action. | Ready |
| Template | Trial ending (email) | "3 days left" email. | Ready |
| Follow-up | Trial to paid | Tip, "3 days left", and a sales call for engaged trials; exits on subscription. | Off |
The questions it asks
Section titled “The questions it asks”| # | Question | Default | Fills in |
|---|---|---|---|
| 1 | What's your product called? | none, must answer | org_name |
| 2 | How long is the trial, in days? | 14 | trial_days |
| 3 | Which event is the "aha" action that predicts people will pay? | Report Created | key_action_event |
| 4 | Which team calls engaged trials before they end? | Sales | sales_team |
| 5 | Where should buttons send people? (your app or upgrade page) | none, must answer | app_url |
Other settings
Section titled “Other settings”These have defaults. Change any that don’t fit.
| Setting | Default | Key |
|---|---|---|
| Wait after the tip before "3 days left" (trial length minus 5 days) | 9d | ending_delay |
| Trial started event | Trial Started | trial_event |
| Subscription started event | Subscription Started | paid_event |
| Sender address | ‹workspace default_sender› | email_from |
| Greeting when a first name is missing | there | greeting_fallback |
Timings
Section titled “Timings”- Day 2: a tip email if they haven't done Report Created yet.
- 14 days minus 3: a "3 days left" email to everyone still on the trial.
- The same day, engaged trials (did the key action in the last 7 days) create a call task for Sales, due in 48 hours.
- Everything stops when Subscription Started arrives.
Channels
Section titled “Channels”| Channel | Needed for | Before it can send |
|---|---|---|
| Every message | A verified sending domain for ‹workspace default_sender›. |
What you need to do
Section titled “What you need to do”- Send Trial Started, Report Created and Subscription Started from your app.
- The "3 days left" email waits 9d after the day-2 tip, which is your trial length minus 5 days. Change it if your trial isn't 14 days.
- Add people to the Sales team, verify the sending domain, switch the follow-up on and test it with your own account.
This playbook is synthesized: no customer has run it with us yet. If you build it, tell us what you changed, and we’ll replace it with the real version.
Copilot eval
Section titled “Copilot eval”The request used to test the copilot on this playbook (a live eval):
We have a 14-day free trial. Two days in, email people who haven't created a report yet with a tip. Three days before the trial ends, email everyone still on the trial, and give sales a task to call the ones who are actively creating reports. Stop when they subscribe.
It passes when every piece is a valid draft and everything lands off, with at least: segment, workflow, message_template.