Why Automated Emails Matter for Your SaaS

The email gap most SaaS founders miss

You spent weeks building your product, setting up Stripe, and getting your first customers. But what happens after someone subscribes? For most SaaS founders, the answer is: nothing. No welcome email. No check-in. No message when someone cancels.

That silence costs you money. Studies consistently show that acquiring a new customer is 5-7x more expensive than retaining an existing one. A simple automated email at the right moment can be the difference between a customer who stays for years and one who churns after a month.

When should you send automated emails?

Not every moment calls for an email. The key is to send messages when they are genuinely helpful to the customer. Here are the moments that matter most:

• After a new subscription — Welcome them, set expectations, and point them to key features.
• After a cancellation — Ask why they left and offer a reason to come back. This is your win-back moment.
• After a failed payment — Let them know their payment didn't go through before they lose access.
• After a plan upgrade or downgrade — Confirm the change and highlight what's new (or what they'll miss).
• After a refund or dispute — Acknowledge it quickly to maintain trust.

Why most founders don't do this

The honest answer is that it's a pain to set up. You need to listen for Stripe webhooks, build email templates, handle edge cases, and manage sending infrastructure. Most developers would rather spend that time building product features.

That's exactly why we built Muli. You connect your Stripe account, pick which events to listen to, design your email in a visual editor, and you're done. No webhook code. No email service configuration. It just works.

Getting started in 3 steps

Setting up automated emails with Muli takes less than five minutes:

• 1. Connect Stripe — Link your Stripe account with one click through Stripe Connect.
• 2. Create a template — Use the visual editor to design your email. Add your brand colors, logo, and message.
• 3. Pick your trigger — Choose which Stripe event should send the email (new subscription, cancellation, failed payment, etc.) and enable it.

From that point on, every time that event happens in Stripe, your customer gets a personalized email automatically. No code required.

The bottom line

Automated emails aren't just nice-to-have — they're one of the simplest ways to reduce churn, increase retention, and build a real relationship with your customers. If you're running a SaaS on Stripe and you're not sending post-purchase emails yet, you're leaving money on the table.