Email Sequences

💡 Lets talk about how to set up effective email sequences to engage customers.

Email sequences are something new SaaS founders don’t even consider yet if you don’t, you will probably leave tens of thousands of dollars on the table.

There is entire books written on this topic alone. To prove how effective and necessary this is, pull up your email and type in the name of a software that you use every day.

Zapier is a great example. If I type Zapier in my email inbox I have 100s of emails and you may think that “I never read these, why would I need them for my SaaS.”

These companies would not even waste their time or attention on these if they did not equate to significant increases in revenue. They have entire teams just dedicated to email campaigns. You can literally take someone who really doesn’t even use your product often, into a Net Promoter who goes and tells their friends about your product.

Once you have your emails pulled up, go through them. What was the first email they sent you? What was the second? At what point did they try and upsell you? When did they show you a case study? When did they show you value metrics by using their product?

You will quickly realize that these are not just random spam emails, they are carefully thought out email sequences to convert free users to paid.

The entire goal of these is to nurture free users to paid, increase the LTV, decrease churn, and keep you engaged and using their product.

If you do want to dive in to the weeds of this even more than we do here., I recommend reading the following book.

But lets get straight into the types of emails that you should consider sending! Remember you have tons of real world examples just sitting in your inbox from the most established players in the industry, study them!!

Welcome Email

1. Reinforce Sign-Up Decision

Thank the User: Begin by thanking the user for signing up. This reinforces their decision and makes them feel valued.
Highlight Benefits: Quickly remind them why they signed up and the key benefits they’ll gain from your product.

2. Personal Reach Out - From Founder

Personal Message: Include a brief, personal note from the founder. This could be a text message or a short video.

Example: "Hi [User's Name], I’m [Founder’s Name], the founder of [Your Company]. I wanted to personally welcome you and share how excited we are to have you on board."

3. Drive User to Most Important Function

Primary Call to Action (CTA): Direct users to the most critical function of your app. This could be setting up their profile, starting a trial, or another key action.

Example: "Get started by setting up your profile to personalize your experience."

4. Overview of Product Benefits

Bullet Points or Short Paragraphs: Summarize the main benefits of your product.

Example: "With [Your Product], you can streamline your workflow, save time, and increase productivity."

5. Showcase Certain Product Use Case

User Stories or Examples: Show how others have successfully used your product.

Example: "See how [User or Company] achieved [specific result] using [Your Product]."

6. Upsell

Introduce Premium Features: Briefly mention any premium features or benefits.

Example: "Upgrade to [Premium Plan] to unlock advanced features and take your productivity to the next level."

7. Specific Goal

Direct Link to Important Action: Encourage users to complete a specific action, such as downloading the app, connecting their account, or importing data.

Example: "Start by adding your first product [Link to Add Product Page]."

Onboarding Emails

1. Moving the User Closer to Desired Outcome

Step-by-Step Guidance: Provide instructions or tips to help users get the most out of your product.

Example: "Step 1: Set up your account. Step 2: Customize your settings. Step 3: Start using [key feature]."

2. Create Habit

Regular Engagement: Send emails that encourage regular use of your product to build a habit.

Example: "Discover a new feature each week and how it can help you."

3. Nurture (Free → Paid)

Highlight Benefits of Paid Plans: Show the value of upgrading from a free to a paid plan.

Example: "Unlock more with [Premium Plan]: Get additional storage, priority support, and more."

4. Reduce Friction

Address Common Issues: Provide solutions to common problems or concerns users might face.

Example: "Having trouble with setup? Here’s a quick guide to help you."

Use Cases, Benefits, Case Studies

Real-World Examples: Share how other users have benefited from your product through detailed use cases and case studies.

Example: "Read how [Customer Name] saved 30% on costs with [Your Product]."

Retention

1. Understand Product Usage Cycles

Monitor and Respond: Track how users interact with your product and send tailored emails based on their usage patterns.

Example: "We noticed you haven’t logged in for a while. Here’s what you’ve missed."

2. Incentive Annual Upgrades

Offer Discounts or Bonuses: Encourage users to upgrade to an annual plan with special incentives.

Example: "Save 20% by switching to an annual plan today!"

3. Success Emails

Celebrate Milestones: Send emails to celebrate user achievements or milestones.

Example: "Congratulations on completing your first project with [Your Product]!"

4. Reports/Summaries

Provide Insights: Regularly send summaries or reports showing the user’s progress and achievements.

Example: "Here’s your monthly report: You’ve completed 5 projects and saved 10 hours."