1. Payment Confirmation Email (for paid customer)
2. Free Users
2.1. Retention letters
2.1.1. Trigger: Abandoned shopping cart
2.1.1.1. Recently, you added a product to the shopping cart, but did not complete the purchase. We are offering a 10% discount available for the next 24 hours to help you make up your mind. Get your 10% discount
2.1.2. Trigger: Checkout Page view
2.1.2.1. We noticed your interest in AVG Internet Security Unlimited. We are offering you an exclusive 15% discount available for the next 24 hours to help you make up your mind.
2.1.3. Return of inactive users. Trigger: user deleted the app/ wasn't active more than a 3-4 weeks.
2.2. Activation letters
2.2.1. emails reacting to user's behavior on the website.
2.2.2. emails reacting to user's interaction with the product.
2.3. Onboarding emails. Goal: Introduce the user to the product in easy way. Showcase paid features.
2.3.1. Welcome email. Email confirmation (double opt-in) for folks in Germany. Trigger: right after the registration.
2.3.2. "How to" email #1. Essentials.
2.3.3. "How to" email #2. Main free features.
2.3.4. "How to" email #3. Cool advanced paid features. Free trial period.
2.4. Newsletters
2.4.1. Survey emails
2.4.2. Weekly Email/Two-week email
2.5. Trial period
2.5.1. Start of trial period
2.5.2. 7 days left
2.5.3. 3 days left
2.5.4. 1 day left
2.5.5. End of trial period
2.5.5.1. Trial period extension