Using customer-led insights to create a seamless user experience with email. Reach out to [email protected] and let's talk!
Joined February 2017
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One part of SaaS email marketing that won't get automated is deep audience research.
Iterative data analysis is what offers the most impactful insights for aligning marketing with your best customers in terms of language you use, paths you create, and outcomes you highlight.
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This is what many SaaS brands miss.
Your customers don't want to be treated like leads in your funnel. They want an experience that's convenient for them, not the sales team.
Was looking at farming business software today and a brand wanted me to fill out a form to watch their demo.
Closed that tab, then signed up for their competitor in 5 min.
👏👏👏 your customers don't want to be leads! 👏👏👏
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I'm dissecting the onboarding sequence for Less Annoying CRM, and while I have some notes on the sequence as a whole, this email to people who haven't converted after the 30-day trial ended is pretty solid. (1/6)
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Finally, the email ends with a gentle request to at least reply and share feedback.
If all else fails, that's a good way to identify problems with the product or onboarding and get firsthand insights into what could be improved. (5/6)
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It's mind-boggling that so many SaaS companies don't have any type of onboarding process.
You start a free trial for a product you know virtually nothing about, get a "confirm your email address" message in your inbox, and then don't hear from the company ever again.
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There's a considerable leap between the initial curiosity of your SaaS free trial subscribers and them becoming power users of your product. And it's up to you to find an effective way to bridge that gap.
linkedin.com/pulse/dont-lose…
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If you want to succeed with onboarding trial users, dripping out an email sequence is no longer enough.
To create an engaging customer experience, you need to combine drip and trigger emails, personalizing the journey and leveraging the momentum of each new user action.
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SaaS Welcome Email Analysis: Notion
A big part of my job is looking at how SaaS companies use emails to onboard customers.
And a common missed opportunity I see (even for large and successful SaaS companies) is providing clear directions to users from the very first email.
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The specific step Notion should want the user to take first depends on what their most successful trial users did to become power users. And that requires VOC research.
But anything is better than "Get started."
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