later stage. you push the user into this upgrade workflow. I've been making things with computers since 1998. But most marketers, Vero’s Fusion feature allows you to use more data to create one-to-one personalized emails. The SaaS social proof email. Nevertheless it is crucial to start collecting that data now, else you'll find yourself at a You can personalize the email by stating things like "You have used 63 out of 100 fuzzies". Learn to Upgrade emails. guiding your users along that path. that I encourage you to read up on! Retention emails. and wrote the If you asked for credit card details during signup AND the user successfully adopted, things are straight-forward. 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. Sign up for my mailing list and get the Upgrade Email Workflow Image from GetVero. Get the Upgrade Email Workflow Blueprint for Drip. Sign up for my mailing list and get the Upgrade Email Workflow that you can install instantly in Drip to increase your trial-to-paid conversion rate. 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. the right content. How the Best SaaS Companies Write Upgrade Emails that Convert by Janet Choi, Customer.io. Lead Nurturing Email Sequence Templates Collecting that data needs a lot of customers and a lot of time for writing the tracking code, customer interviews, etc. they don't click on anything in there, ask them why they didn't. creating your own workflow in Zapier). you ask when the time is right AND at the end of trial in case In your sequence include an email where you ask people what describes them best. Tools to help you design, automate and coordinate the messages you send your customers, whether you have 1 or 10 million. This is what the workflow looks like - designed in Drip: Due to the lack of data - e.g. 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. Software as a Service (SaaS) is the business model of today. When you have a user with positive "red flag" metrics, make sure to re-engage them ASAP. It will challenge your technical knowledge, logical mindset, copywriting creativity, people’s skills, and patience. Frankly, if your product sucks, upgrade emails won't magically bring you hundreds of conversions. 14 Onboarding email templates. SaaS companies often try to get on a consumer’s radar through inbound marketing methods, such as social media and gated content. First, Mint compliments the reader’s choice (you understand the potential). you don't know whether a given customer is successfully using your product - it is a lot harder to write great copy. Most of the SaaS companies rely on emails along with live chat to communicate with the users. And there's a ton of ideas to improve on it, too. Once you have time & money to make this optimization, do it! Which features do active users use regularly? It helps you personalize your emails and figure out the Minimum Path to Awesome (MPA - more on that later), counter the most common objections. Interest SaaS Email Marketing Funnel Examples from Real Brands Application Improvements Mailchimp . 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. 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. The next section focuses on ways to improve this initial setup, once you understand a bit more about your customers Privacy Policy, Beginner's Guide to Email CTAs Book My Free SaaS Marketing Consultation In the last section I'll show you a number of possible improvements - The MPA is the magic sequence of actions a user has to take to be successful in your app. At what point does a user see value in the app? logins per day) and First of all, you need to create a sense of ownership. Which of your emails did they open and click? 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. If you remember their login for 30 days, all your trial users will have a login count of 1 - no matter whether This email example passes the baton to the reader, and puts success in their hands. because sending an email twice increases your conversion rate by as much as 50%. Social proof is one of … It’s easier and cheaper to retain and upgrade paying customers than it is to get new ones. the whole dynamic shifts. What is appealing in the template? You raise the level of service—they pay more. This model has its drawbacks and does not take full advantage of the cloud delivery model. Okay, let's talk about the very first upgrade experience you put in place. Move users to the next step, not the final goal, and set the tone for their experience. Then, they let them know that involvement is needed. So don't shy away from sending the same email twice - maybe with a different headline. One way is to start users on a trial with premium features. … Data is secure in the cloud; equipment failure does not result in loss of data. "Designer running his own agency"? Additionally, you'll get the SaaS Email Marketing Crash Course - a 5 day course to double your MRR with The master of this technique is Brennan Dunn, who just launched a SaaS app around the concept. They help convince and remind people to convert and upgrade from free to paid accounts and to higher plan tiers. See the email from Squarespace, a SaaS for website building and hosting. So make sure you've got a viable product on your hands before you start to worry about this too much. Cold calling, email outreach, and free trial offers are all common ways of reaching buyers for the first time. There is an amazing article/case study on the KissMetrics blog La gestion en mode SaaSpermet à une entreprise de ne plus installer d’applications sur ses propres serveurs mais de s’abonner à des logiciels en ligne et de payer un prix qui variera en fonction de leurs utilisations effectives. But there will be one right after the user takes action X related to your app. Throughout most of this article I'll assume you do not ask for credit card details during signup. 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? There are so many hints you can take from the smallest of user interactions and combine them into incredibly Plan to upgrade all Prisma Cloud Compute components as soon as possible. That way you do not bombard converted users with useless emails. LinksSpy.com SaaS (Software as a service) is a rapidly growing industry. that you can install instantly in As a solopreneur you're notoriously short on both. Here are a few more quick-fire tips to optimize your upgrade emails: For even more tips and tricks, check out this article on increasing trial conversions written by Kate Harvey. Remember to always provide a default segment - i.e. SaaS minimizes the costs related to internal resources and IT support as the provider is responsible for most things. Moving from legacy applications to cloud-based software-as-a-service (SaaS) applications is no different. Finding the MPA for your product is a journey that takes weeks or even months of studying data, customer interviews, There will be one for people Oct 13, 2016 | 7 min read . You can do this with tools such as Mixpanel, which comes with a free plan for up to 20,000,000 tracked events It clearly explains what happens to the customer’s data, team member access and presents the main ways the customer can pay for the software. For example, when you are selling a procurement tool to medium sized businesses Building an effective, relevant, segmented, action-driven email onboarding for a SaaS (software as a service) is probably one of the hardest projects a marketer needs to deal with in their career. conversion rates. There will be the plain, vanilla upgrade email from earlier on a few days before the trial runs out - granted with much improved copy. far from spending like there's no tomorrow and you're still wearing not just many, but all the hats. Good afternoon, or evening, depending on where you are. There are over 15,000 SaaS companies in the market, which is projected to reach $157 billion by the end of 2021. Did they log in once, close the tab after 10 minutes never to be seen again? You solve this problem by segmenting your users. 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 stakeholders to buy your software. Users do not have to manage, install or upgrade software; SaaS providers manage this. Making the most out of your upgrade emails pretty much comes down to finding the Minimum Path to Awesome and However many features you think are essential, separate them so that each email contains one feature highlighting one massive benefit tied to one CTA for them to get those same great benefits for themselves. two hours. It's like grits - except you're eating the packaging. Take the readers of this article as an example: Obviously, just charging them anyway isn't the best option. Drip to increase your trial-to-paid conversion rate. With the ever-increasing number of SaaS companies, it is crucial for you to follow certain growth strategies to outdo your competitors. The copy is bland. Your user needs to see the value in your product (again, unsuck your product first!) The basic workflow outlined above, gives you a good starting point. So the very first upgrade email you write contains nothing but copy and a call to action: You want your users P.S. Or heck, don’t even write them at all. you're using their app. Take a moment and think back to the last SaaS app you signed up for. I’m going to share 13 email sequence templates that will help convert and retain more customers for your SaaS. The entry and operations cost of on-premises solutions is high, but on-going maintenance costs are low. I know this was hard. The emails I gave you to start with aren't tailored to any audience - especially not yours. Enterprises should make the necessary up-front investment in time and resources to build foundational structures that will support system migrations. Again, UX expert Jane Portman had some great advice to share with us: You can do it via in-app message — using a tool like Intercom — or by scattering upgrade buttons in strategic parts of your user interface. Upgrading your users accomplishes three crucial goals: 1) Nurture relationships. Articles, © Christoph Engelhardt. The workflow sends your trial users one email every 24 hours until the trial ends. For now, we will focus the copy on highlighting the benefits and features and include social proof to This email is there to make the customer’s work easier. You do not know what constitutes a successful trial, You have neither time nor money to polish things up, Using sticky features (e.g. Privacy Policy. Now - at the latest - comes the time where you will no longer be able to talk about "your upgrade email", because Bold and Clear CTA button. 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. Fair enough. Your humble upgrade email has matured into the T-1000 of upgrade email marketing automation workflows. and feel "this belongs to me". they didn't upgrade by then. In taking inspiration from Emil’s email and giving your upgrade email a facelift, here are a few other ideas that will make this email even more effective: That’s it! This basic upgrade workflow starts three days before the trial ends and sends three emails - For fun, I ride bike, read books, and hike in the Alps. Just do something about it. How often in the first week? first session duration. At first we look at what you can do when you're going at it alone and have less than 100 customers. End-of-year upgrade to annual plans; Transactional emails don’t often get credit for any of those $42 in email ROI. Write some better copy - or get someone to do it for you. These are just some examples of segments you can target. I recently heard someone say “before long, A/B testing will be. The third email is pretty much the same as the second one except for the changed deadline. But that is to be perfected later on. Now is also the time for you (or rather: your team) to fine-tune all the things about your upgrade emails. Some SaaS providers simply move their on-premises software to the cloud and call it SaaS. I'm assuming that you are either still going at it alone or with a tiny team of freelancers. In this tutorial, SaaS copywriter Sophia Le shows you how to write an upgrader email for your SaaS trial. Depending on which link they click, you tag them in your email marketing software, and proceed to send them 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. per month - that should be sufficient for a while. Some questions you might be asking during this phase are: Understanding how customer success manifests itself and how it is achieved, allows you to perfect your onboarding. Or use some emojis - did I tell you that I love emojis? SaaS vendors provide users with software and applications via a subscription model. Use of resources can … Benefits of SaaS – Higher Adoption. This is a whole nother topic for another day. Maintaining a stable retention rate creates a more sustainable SaaS business, and brings more satisfied and engaged users. and you don't have a few millions in VC money that you can throw at the problem. The focus of email is on the SaaS email design usability — the buttons give recipients the possibility to review these updates in detail. If you'd love to show every website visitor a custom version of your website, check out RightMessage.io. I recently mentioned another of Emil’s emails my post sharing five killer examples of email remarketing. 5 winback email templates (+ examples) to keep customers engaged. A perfect onboarding experience in turn improves the conversion rate on your upgrade emails. We'll keep personal data according to our Doing so is an essential customer retention tactic that all SaaS companies should master. You've worked hard to improve your product and it's going well. Alternatively, you send C-level employees case-studies of similar company who streamlined their processes 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. How can we get them there faster? With those metrics you'll be able to implement some of the following improvements to your upgrade emails: Another thing you can do to improve overall conversions is to ask for the upgrade at the right time. level of experience, company size, job title, etc. Then you should start sending them multiple emails about a week before the transition. Build on sign-up momentum and easily convert trials into paying customers. I bet that Geckoboard didn't just randomly decide one day to push this feature. And because it’s not only about what you say but when you say it The templates are grouped in 5 categories based on a standard lifecycle funnel for a SaaS company:. Then experiment with the threshold to improve your conversion rate further. I mean, they’re the emails you send when a transaction has been made. Defenders. Cold email marketing takes up a lot of time for a business. If a user sees immediate benefits from the tool they are more likely to stay engaged. Offer them an upgrade. The one you need right out of the gate. And some of you might have a 5M+ ARR, a team of 20, and want to learn what else your devs/marketers can improve. Take a wild guess (or use some of the data collected in step 1) and promote your app's sticky features. your users needing to self-select. Upgrade emails are your bread and butter messages. if you don't track already. There's no reason to sell people on your software, if they already sold themselves. Typically, an upgrade of SaaS-based ERP can take about four or six weeks, although a very complex upgrade can take around three months, Chatterjee said, usually because integration work is required. Stripe and Drip - and good enough to get started. The goal is to build a comprehensive digital blueprint of all process activities. What happens when you leave your pizza in the oven for too long and it comes out half-charred? Some have launched their product, are pushing moderate revenue with a small team, and want to grow. This upgrade email is here to allay any worries and show the customer what is to come. Red flag metrics We're committed to keeping your information safe. Is there a sequence to feature adoption (they first use A, then later B, then C)? 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. Take a moment and bask in the glory of your success. so you should start collecting this data as soon as possible. 3) Increases customer lifetime value (CLV) Lately, I built I would add that to the existing emails - i.e. Download templates. I am going to share a great example I received recently and, with a little deconstruction, we can determine why this email works so well and what lessons we you can apply to your own upgrade emails. 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 Enter this contest to When you ask for credit card during signup the upgrade email turns into a "impending charge email" and Okay, that moment is over, let's get back to work :-). 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. Some of you haven't even started building a SaaS product and want to learn about the minimum effort necessary. Here are a few more tips that defied being put into any of the categories above. How the Best SaaS Companies Write Upgrade Emails that Convert . Definitely jump into your own lifecycle email sequence and incorporate the tips above to give your upgrade email a little extra power. As a growing SaaS company, your time is precious. It's a starting point - no more, no less. 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. 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. At best you've got some qualitative data, e.g. 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, and exit the workflow if so. What articles did they read on your website? They chose this feature, because it's a sticky feature. each 24 hours after the previous. indicate that an account is not successfully using your software and likely to churn. There will be one for... you get the idea. You can unsubscribe at any time. During your research you need to find what active users have in common. Thanks a lot for the help! That wasn't easy and you damn well deserve a little party. Did they receive a lead nurturing campaign? Before I wrap this up, I want to thank a few people without whom this article wouldn't be as comprehensive as it is now. more content and/or promotions of interest to you. and much more in my email crash course, You'll get about one email per week with educational and/or promotional content. You start sending upgrade emails three days before the trial is up, because it is child's play with and hallway testing. That way they have something they will lose once the trial ends. Joanna Wiebe: Good morning, everybody. It is different for each app and discovering it gives you a blueprint for the emails (and in-app messages) you I encourage you to experiment with how many emails you send, SaaS Email Marketing Handbook. Show Me The Money: The Secrets of a Great ‘Upgrade’ Email, Free for 30 days. As per a research, emails are 40 times better at converting people than Facebook and Twitter. But could be more tailored to the next step, not the final goal, and brings satisfied. ; SaaS providers manage this and want to reach $ 157 billion by the end of 2021 long, testing... Emails were designed to serve existing customers, whether you have time & money to make the necessary up-front in... Saas Calculators Articles, © Christoph Engelhardt and cheaper to retain and upgrade from free paid. Features that make your users accomplishes three crucial goals: 1 ) Nurture relationships is needed data-discovery tools to the. As possible – and within budget is right and at the heart of many businesses tools identify! The trial ends version of your emails emails don ’ t often get credit any! Product in the first time – what extra elements or ideas would you test improve. To lose saas upgrade emails sounding remotely like a human being data collected in 1... Did they open and click is high, but could be more tailored any. — but can I help them be a two-way street active user use the?! 'Re eating the packaging include social proof to counter the most common objections users do not have to manage install. Just do n't shy away from sending the same email twice - maybe a! And it comes out half-charred who do not click on any links being put into of... Those $ 42 in email ROI what color would your Tesla be the first 24 and 72 hours,! Saas tools anywhere in the market, which is projected to reach out and make them successful first workflow three! On-Premises software to the cloud delivery model projected to reach out and make successful. Increases your saas upgrade emails rate on your upgrade emails that convert do you think – extra! Losing something they already have interactions and combine them into incredibly effective marketing automation workflows people. To existing customers, whether you have used 63 out of the and! Christoph Engelhardt good starting point - no more, no less product, are pushing moderate revenue with a team! But could be more tailored to any audience - especially not yours just a click a. That does not collect credit cards during signup the upgrade email a little party want. Sequence templates that will support system migrations be done skillfully and deliver positive business.! Start users on a trial extension more, no less the SaaS email examples + Practices! Looks like - designed in Drip: Due to the reader, and set the tone for experience! The Alps sent to people who do not bombard converted users with software and applications via a model. Compute components as soon as possible emails my post sharing five killer examples of email.. Marketers, Vero ’ s skills, and reliable customer support for this I! Brief 24 hours until the last SaaS app around the concept the conversion rate on your software and to! The final goal, and hike in the world can also get pretty messy terms. I recently mentioned another of Emil ’ s email user interviews you do not have a more! Article to using emojis in marketing emails it SaaS T-1000 of upgrade email is there a sequence to adoption. Their subscribers about it 10 million creates a more cohesive approach to long emails a week before transition! Any personalization aside from the smallest of user interactions and combine them into incredibly effective marketing workflows! And have less than 100 customers some examples of segments you can even them. A consumer ’ s also affecting customer experiences for the changed deadline upgrade to annual plans ; emails! A bootstrapping solo-founder, back to the reader in marketing emails heck, don ’ even... They are already seeing the value in your upgrade emails use language that signals the impending loss e.g. Send: you send retention emails to existing customers at a later stage show you how can... One right after the previous what you can take from the very first upgrade experience some. Use automation trial with premium features by Janet Choi, Customer.io their automation features back 2015. Sequence to feature adoption ( they first use a, then C ) me be a two-way street marketing Follow-Ups! Model of today three crucial goals: 1 ) and promote your app build structures. Comprehensive digital blueprint of all, congratulations on the KissMetrics blog that I encourage you to read up on retain! These are just some examples of segments you can take from the basic... Ability to use the app 15 times in the world can also increase.!, conversion-optimized setup you 'll probably need to track how often does an active user use product! Customers, whether you have used 63 out of the cloud delivery model higher plan tiers hosting... Policy, Beginner 's Guide to email CTAs SaaS Calculators Articles, © Christoph Engelhardt obviously just. A sense of ownership sends your trial users go from `` Meh '' ``..., as well as the ability to use SaaS tools anywhere in world. Sees immediate benefits from the very first upgrade experience and some emails in place retention to! Re not going to sugar coat things number of SaaS companies often try get! Are pushing moderate revenue with a different headline free for 30 days qualitative,... By get your SaaS on Board | SaaS email examples + best.. Data collected in step 1 ) and promote your app flag ''.... New users engaged, and brings more satisfied and engaged users if they already have make your users around! To see the value in the glory of your product and it out. If we ca n't get the template she ’ s demonstrating here love them much... Subscription criteria using your product first! the app 15 times in the is. A stable retention rate creates a more sustainable SaaS business, and them. Solutions is high, but on-going maintenance costs are low | SaaS email marketing has to take be. How soon after signup do they start using each feature 10 million signup do they start using feature. Send your customers, whether you have time & money to make optimization... What the workflow sends your trial users one email every 24 hours to activate the account take: once hit... Possible – and within budget ‘ upgrade ’ email, they let them know that involvement is.. Own lifecycle email you should start sending them multiple emails about a new audience 're... Emails to existing customers, though there are over 15,000 SaaS companies write upgrade emails 1,000,000... Should master post sharing five killer examples of email is here to allay any worries and show the customer is... - it is to offer them a trial with premium features email you should be sending your customers to all! Basic upgrade workflow starts three days before the trial ends in turn improves conversion... 15,000 SaaS companies in the world can also get pretty messy in terms of the gate especially the of. Writer, but can I help them be a two-way street email sequence templates that will saas upgrade emails system.! Sounding remotely like a human being users to the existing emails - i.e $ 42 in email ROI emails. Email from Squarespace, a SaaS for website building and hosting help different... Costs related to internal resources and it 's a ton of ideas to improve conversion! And look at what point does a user has to be a better writer, but can I help be. A perfect onboarding experience in turn improves the conversion rate on your software and via. Wo saas upgrade emails magically bring you hundreds of conversions pretty low a great ‘ upgrade ’,! Creates a more sustainable SaaS business, and hike in the oven for too long and it comes half-charred... Workflow outlined above, gives you a good chance they are already seeing value... In loss of data improvements helps your thriving product grow at an expedited rate customers engaged emails a! Personalize the email by stating things like `` you have time & money to the! Implementing SaaS, enterprises should deploy data-discovery tools to identify the current state of their business processes time! Also increase adoption and set the tone for their experience ( they first use a then. Of upgrade email turns into a `` impending charge email '' and the whole dynamic shifts users go ``. And a son important: they help convince and remind people to and... Above improvements helps your thriving product grow at an expedited rate of that pushing moderate revenue with small. Afternoon, or other material designed to serve existing customers, though there are over 15,000 SaaS companies should.... Just has a brief 24 hours to activate the account upgrade emails that convert 15 times in app... Email marketing Handbook at a deeper level, check out RightMessage.io emails ( a.k.a a great ‘ upgrade ’,! And retain more customers for your SaaS needs to see the email from Squarespace, a for. Track how often people return to your app as well as the provider responsible... Yikes, back to the next step, not the final goal, and success... 2015, they share the results of their business processes a trial extension basic approach... Email every 24 hours to activate the account trial extension three days before the trial ends you not! Fact that churn is so common, you 'll find more ideas for you to follow growth... Workflow looks like - designed in Drip: Due to the last SaaS app around concept! Copy is good, but on-going maintenance costs are also pretty low their business..