Trigger-Based Sequence for Product Signals

An automated outreach sequence for PLG SaaS teams to convert product-qualified leads (PQLs) showing high-intent signals.

Key Facts

Trigger-based sequences for PQLs must fire within 1-4 hours of the signal. Waiting 24 hours cuts response rates by over 50%.

Personalize using the specific product signal, like `invited 5 teammates`. Generic outreach to PQLs gets ignored and feels like spam.

This is a high-volume play. Sending from your primary domain risks getting it blacklisted, impacting all company email, not just sales.

The goal is not to 'book a demo.' The goal is to provide contextual value based on their product usage to start a conversation.

Table of Contents

Introduction

This sequence is built for Heads of Growth and RevOps at PLG SaaS companies. Use it when a user or workspace hits a specific product usage threshold (a PQL signal) but hasn't converted to a paid plan.

The goal is not to hard-sell, but to open a consultative conversation based on an action they just took inside your product. This is about converting intent into revenue, at scale.

Sequence Overview

This is a tight, fast-moving sequence designed to capitalize on a moment of high intent. It blends automation with a consultative tone.

    1. Steps: 5
    2. Duration: 12 days
    3. Channels: Email + LinkedIn

Step-by-Step Flow

Step 1: The Trigger Email

Subject:

Question about your {{product_signal}}

Body:

Step 2: The Social Connection

Send a standard LinkedIn connection request. Do not include a note. The goal is to create a passive social touchpoint and reinforce your name/company.

Step 3: The Value Drop

Subject:

A guide for {{product_signal}}

Body:

Step 4: The Soft Bump

Subject:

re: Question about your {{product_signal}}

Body:

Step 5: The Breakup

Personalization and Targeting

This sequence lives and dies by the trigger. The only personalization required is the {{product_signal}} token. This should be a clear, concise description of the user's action, for example:

    1. invited 5 teammates
    2. created your 10th project
    3. synced your CRM integration

The rest of the sequence is templated. The power comes from the timing and context, not from deep, manual research. This is designed for scalable execution across thousands of PQLs per month.

How to Run This at Scale Without Burning Your Infra

A PQL sequence can generate thousands of automated emails per day. Sending this from your primary corporate domain is a catastrophic risk. Here’s the infrastructure required:

    1. Safe Send Limits: Keep sends to 30-50 emails per inbox per day to avoid tripping spam filters.
    2. Dedicated Domains: Use secondary domains (e.g., getcompany.com instead of company.com) exclusively for this outreach. If one gets burned, your core operations aren't affected.
    3. Inbox Rotation: To send 1,000 emails a day, you need 20-30 inboxes (1000 / 40 sends avg). Manually managing this is impossible; automation is required to rotate sends across the pool.

For PLG SaaS, your recipients are often using corporate inboxes (user@customer.com). If Microsoft or Google flags your primary sending domain because of high-volume outbound, it could impact deliverability for all your company's email, including critical product notifications, password resets, and support messages. This is an existential risk to a product-led business.

Tools like SuperSend exist to handle this infra and orchestration so your growth team can focus on converting PQLs, not duct-taping an email sending architecture.

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