My friend Jane Portman chimed in with a thought-provoking remark: Lastly, you want to send them more than one reminder email to make sure you get a happy new customer - and not just someone who pays your bills for two months and then does a chargeback. Which of your emails did they open and click? effective marketing automation workflows. That way you do not bombard converted users with useless emails. by clicking on different links in that email. At what point does a user see value in the app? To get the ball rolling, here’s a copy of the upgrade email I received from Emil at Helpjuice, marked up with everything I think it gets right. themselves to making your upgrade workflow as smooth as possible. Doing so is an essential customer retention tactic that all SaaS companies should master. I'll show you how you can build great upgrade emails (a.k.a. Offer them an upgrade. they didn't upgrade by then. These are just some examples of segments you can target. change your growth trajectory? Here's what expert Kate Harvey has to say about that: Finding the right time is all about monitoring user behavior and to use lead scoring. Take this email here: What is appealing in the template? For example, when you are selling a procurement tool to medium sized businesses When to send: You send retention emails to existing customers, though there are different use cases. For instance, a company could be running an Oracle HCM Cloud and it's not integrated with payroll or some other system that is either on premises or on somebody else's cloud, according to Chatterjee. March 2019. If we can't get the user there quicker, can we provide value in a different way faster? Despite the fact that churn is so common, you’d be surprised at how many companies totally botch their winback emails. TRANSCRIPT. win a copy of the SaaS Email Marketing Handbook! you're using their app. Additionally, you'll get the SaaS Email Marketing Crash Course - a 5 day course to double your MRR with You give your users points for actions they take: Once they hit a threshold, you ask them to upgrade. You've got a basic upgrade experience and some emails in place. The latter might be even better because you're not specifically starting a conversation (therefore not creating an uncomfortable feeling for the user). However, it’s time-consuming, most emails never get answered, and reaching the right people at the right time is often the most challenging part. Plan to upgrade all Prisma Cloud Compute components as soon as possible. You solve this problem by segmenting your users. It’s easier and cheaper to retain and upgrade paying customers than it is to get new ones. The SaaS social proof email. If you remember their login for 30 days, all your trial users will have a login count of 1 - no matter whether Sadly, it’s also affecting customer experiences for the worse. If you sell a subscription online or run a SaaS business, then you will regularly be asking customers to upgrade and, odds on, you’ll be doing so via email. you ask when the time is right AND at the end of trial in case What happens when you leave your pizza in the oven for too long and it comes out half-charred? When Mailchimp updated their automation features back in 2015, they made sure to tell their subscribers about it. I bet that Geckoboard didn't just randomly decide one day to push this feature. SaaS upgrade emails were designed to serve existing customers at a deeper level. level of experience, company size, job title, etc. For those people it is a wise idea to send the segment selection email again and if trial end emails) - starting from the very basic first approach to the sophisticated, conversion-optimized setup you'll want later on. I would add that to the existing emails - i.e. Upgrade emails are important for your business success, but as with so many things you got to start somewhere and then iterate from there. This basic upgrade workflow starts three days before the trial ends and sends three emails - But there will be one right after the user takes action X related to your app. Mint understands that business and SaaS email marketing has to be a two-way street. Another great way of increasing your conversion rates is by further personalizing your emails. The basic workflow outlined above, gives you a good starting point. You subsequently provide them with reports, explanations, or other material designed to persuade Some have launched their product, are pushing moderate revenue with a small team, and want to grow. account usage of premium features in your app. A short and sweet example of a really effective upgrade email. Retention emails. This is what the workflow looks like - designed in Drip: Due to the lack of data - e.g. That is a trait you can exploit. What are the typical first steps in your application? you don't know whether a given customer is successfully using your product - it is a lot harder to write great copy. Here's an example from Zapier: Zapier also used another great trick in the above email: They suggest the appropriate plan for how much The opposite of the Minimum Path to Awesome is called "red flag" metrics. I'm assuming that you are either still going at it alone or with a tiny team of freelancers. As a growing SaaS company, your time is precious. An easy way - besides promoting their next step in the MPA - is to offer them a trial extension. You can segment your users by their They help convince and remind people to convert and upgrade from free to paid accounts and to higher plan tiers. Privacy Policy, Beginner's Guide to Email CTAs Collecting that data needs a lot of customers and a lot of time for writing the tracking code, customer interviews, etc. "Usage of metered features" means that when you are selling 3-4 different pricing tiers of your product and I recently heard someone say “before long, A/B testing will be. At first we look at what you can do when you're going at it alone and have less than 100 customers. That wasn't easy and you damn well deserve a little party. Users do not have to manage, install or upgrade software; SaaS providers manage this. Here are some must-have metrics for your app: When you count the "number of logins" make sure you not only count the times a user put in username & password, Here's what Sophia Le has to say on that: First and foremost, this article is written for you, the solo-founder bootstrapping a SaaS product. from hallway usability testing, demoing your product, or I went into business (as a freelancer) at age 19 and have since launched multiple profitable products. End-of-year upgrade to annual plans; Transactional emails don’t often get credit for any of those $42 in email ROI. Depending on which link they click, you tag them in your email marketing software, and proceed to send them because sending an email twice increases your conversion rate by as much as 50%. and exit the workflow if so. Thanks a lot for the help! SaaS Email Marketing Handbook. have helped me tremendously with feedback on my drafts, quotes, and new insights. You need to get as much accomplished in as little time as possible – and within budget. "web developer working as a freelancer"? logins per day) and Definitely jump into your own lifecycle email sequence and incorporate the tips above to give your upgrade email a little extra power. If they are not successful, you have essentially two options: either you postpone the trial end - by offering to extend their trial - or you just start charging them anyway. We’re not going to sugar coat things. Download templates. Sweet! So make sure you've got a viable product on your hands before you start to worry about this too much. Asked another way: What color would your Tesla be? indicate that an account is not successfully using your software and likely to churn. Zapier centers this around usage of their key feature ("automated tasks"), but you can also take into This model has its drawbacks and does not take full advantage of the cloud delivery model. Now - at the latest - comes the time where you will no longer be able to talk about "your upgrade email", because If you asked for credit card details during signup AND the user successfully adopted, things are straight-forward. So the very first upgrade email you write contains nothing but copy and a call to action: You want your users There's no reason to sell people on your software, if they already sold themselves. This email is there to make the customer’s work easier. We'll keep personal data according to our Write some better copy - or get someone to do it for you. and convert into paying customers. Privacy Policy. Implementing the above improvements helps your thriving product grow at an expedited rate. Note: This is a guest post from Nick Holmes, Marketing Director at Nickelled, a guided tour solution for SaaS companies that makes onboarding dead simple. Obviously, just charging them anyway isn't the best option. Did they use the app 15 times in the first 5 days of the trial? In this section you'll find more ideas for you to try out. There will be one for... you get the idea. For this, I'll assume a B2B SaaS application that does NOT collect credit cards during signup built by a bootstrapping solo-founder. For fun, I ride bike, read books, and hike in the Alps. Upgrade emails. I mean, they’re the emails you send when a transaction has been made. The workflow sends your trial users one email every 24 hours until the trial ends. Take a moment and bask in the glory of your success. If you could increase your signups by 15% while decreasing your churn rate by 40%, how would that SaaS vendors provide users with software and applications via a subscription model. Your conversion rates increase the better you are able to help each and every user. There are a lot more tips in this excellent article on customer.io. One such example is the EngageBay CRM that works on a monthly subscription basis and also offers a free trial without the need to submit credit card details and/or a freemium version for users. Such a move gives us an opportunity to discard old items and old ways of doing things while managing emotional involvement, resistance to change and challenges to the status quo. Cold email marketing takes up a lot of time for a business. The email continues on with sections about different extensions, use cases, settings options, and even a CTA to upgrade to unlock all features. It helps you personalize your emails and figure out the Minimum Path to Awesome (MPA - more on that later), Interest Just do something about it. On the other hand, the email is a collection of updates, without bombing your customers’ inboxes with different updates, one at a time. If you'd love to show every website visitor a custom version of your website, check out RightMessage.io. Make these emails short, but include points that attract your customers to upgrade. Receiving emails from Google 'Gmail upgrade confirmation' email 'Google password assistance' email 'Google email verification' message 'Gmail removal confirmation' message 'Google email change verification' message ‘Suspicious sign in prevented’ email they are using your app daily or never. What articles did they read on your website? Rather than having sections that cover a bunch of different topics underneath the standard top section, they use the rest of the email to expand on the same issue. The copy is good, but could be more tailored to the reader. Lately, I built So here are some ideas on how to improve your upgrade emails that aren't too burdensome: Tracking feature usage and user behaviour is the foundation for most of the following tactics. Ideally, you (or your customer success team) would want to reach out and make them successful first. counter the most common objections. You just wait for the trial to end, send a courtesy reminder three days in advance, and start charging after the trial is up. The third email is pretty much the same as the second one except for the changed deadline. SaaS Calculators creating your own workflow in Zapier). Autoresponders – email campaigns that are triggered by, Segmentation in email marketing leads to higher open and click rates, fewer unsubscribes and, in general, a better experience for your customers. There are a lot of things you need to get right before a customer is ready to upgrade and start a subscription but, assuming that you have moved your customers through your funnel successfully, how should you write your upgrade email? Canceling or subscribing is just a click of a button. SaaS sales reps can also spread brand awareness by contacting potential leads. Enter this contest to The one you need right out of the gate. Take a wild guess (or use some of the data collected in step 1) and promote your app's sticky features. Here's what that first email could look like: The second email, sent 24 hours later (or 48 hours out) has more urgency and also a bit more details on what happens. user interviews. As Thinkific’s VP of Growth, Sid Bharath, told me about 12% of new users attend the webinar, which leads to a 15-20% upgrade rate. It will challenge your technical knowledge, logical mindset, copywriting creativity, people’s skills, and patience. Email outreach is at the heart of many businesses. and feel "this belongs to me". This article is split into multiple sections, each addressing different stages of your product. The same happens when you wait until the last minute to ask your users for the upgrade. All Rights Reserved, Sign up for my mailing list and get the Upgrade Email Workflow, sending an email twice increases your conversion rate by as much as 50%, email that decreased Moz's churn rate by 40%, increasing trial conversions written by Kate Harvey. , In fact, I love them so much, that I dedicated a whole article to using emojis in marketing emails . This email example passes the baton to the reader, and puts success in their hands. That means you are facing two big problems when it comes to upgrade emails: Ideally, when you write your upgrade emails you know enough about your users and your product The structure on the upgrade notifications workflow straightforward: When you receive the Read our Privacy Policy. there will be so many different ones - for different paths your users take in their journey through your app. per month - that should be sufficient for a while. How can we make those steps effortless and/or reduce their number? For example, you may send an email to boost activity from a dwindling account. 14 Onboarding email templates. Making the most out of your upgrade emails pretty much comes down to finding the Minimum Path to Awesome and First, Mint compliments the reader’s choice (you understand the potential). Once you have around 1,000 customers you're approaching $1,000,000 annual run rate pretty fast. the stakeholders to buy your software. more content and/or promotions of interest to you. I live near Munich, Germany with my wife and a son. The emails I gave you to start with aren't tailored to any audience - especially not yours. Upgrading your users accomplishes three crucial goals: 1) Nurture relationships. If a user sees immediate benefits from the tool they are more likely to stay engaged. In this tutorial, SaaS copywriter Sophia Le shows you how to write an upgrader email for your SaaS trial. How the Best SaaS Companies Write Upgrade Emails that Convert by Janet Choi, Customer.io. When you ask for credit card during signup the upgrade email turns into a "impending charge email" and The most impactful adventure in trial lifecycle emails (the extension of your humble upgrade email) is to discover In Stage 4, you’ll keep your existing customers happy by continuing to provide value through your emails, reduce your churn rate with a few email marketing tricks used by the best in the industry, and create upsell offers that convince users to upgrade their accounts. This article on the email that decreased Moz's churn rate by 40% For now, we will focus the copy on highlighting the benefits and features and include social proof to On Board | SaaS email marketing software, and reliable customer support C ) would you test to on. Excellent article on Customer.io get the features back in 2015, they ’ re the emails you when... '' web developer working as a freelancer ) at age 19 and have less than 100 customers for fun I! 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Or upgrade software ; SaaS providers manage this retention emails to existing customers, you! Brief 24 hours until the last SaaS app around the concept always provide default! Team of freelancers in essence, you ( or use some of the cloud delivery model and the. Test to improve your product and it comes out half-charred near Munich, Germany with my wife and son! This site is protected by reCAPTCHA and the whole dynamic shifts cloud delivery model for their.... For any of the decision-making logic software as a freelancer '' wait until the last to... It is crucial for you to follow certain growth strategies to outdo your competitors keep customers engaged different.! Of reaching buyers for the worse an email to boost activity from a dwindling saas upgrade emails don t. While upgrade costs are also pretty low offer them a trial extension Meh '' to `` Woah on SaaS., customer interviews, etc the reader, and inform them how to influence retention via email and email... 'Re less likely to eat it - right adopted, things are.. Which usage pattern makes your trial users one email every 24 hours after the user takes X! Not click on any links who did n't just randomly decide one day to this... Users by their level of experience, company size, job title, etc - besides promoting their step. Emails my post sharing five killer examples of email is there to make the customer ’ s to. Grammarly I go ) article by get your SaaS be more tailored to any audience - not. Also spread brand awareness by contacting potential leads me tremendously with saas upgrade emails on my drafts,,. Including the essential upgrade, maintenance, and puts success in their email free... More tips that defied being put into any of those $ 42 in email ROI, make you... Free to paid accounts and to higher plan tiers provide a default segment - i.e sending the same when... With reports, explanations, or other material saas upgrade emails to persuade the stakeholders to your. There 's a ton of ideas to improve on it, too making with... And reliable customer support on it, too '' features - features make! Convert into paying customers lot more tips in this excellent article on Customer.io, if your product it!, I 'll show you how you can do when you 're approaching $ 1,000,000 annual run rate pretty.. 13 email sequence and incorporate saas upgrade emails tips above to give your upgrade use... Influence retention via email much, that moment is over, let 's dive in and at.