The SaaS Email Marketing Playbook
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- Lean B2B
More About This Title The SaaS Email Marketing Playbook
- English
English
"A great no-BS resource where you are guaranteed to pick up useful tips and approaches, whether you’re an email pro or just starting out." – Andrus Purde, Founder & CEO, Outfunnel- -No matter how great your product is, it’s very likely that 40–60% of free trials never see your product a second time. This means that you stand to lose up to 60% of your hard-earned signups. Do you just let them go?Email marketing is one of the highest leverage activities in a SaaS business. It can help:
increase onboarding and trial conversions;
reduce churn; and
grow monthly recurring revenue (MRR).
By introducing a single campaign today, you could significantly increase your conversions, and get the benefits of that increase predictably and repeatedly, week after week. That’s the beauty of automation. It’s also how we created an upsell program at LANDR that was generating up to 42% of weekly subscription conversions. When I joined LANDR, we were only sending 3 automated emails (and only 1 of those was performing). By focusing on sending the right email to the right user at the right time, performance jumped up, with increases in:
product onboarding completion;
engagement;
sales; and
upgrades to annual subscriptions.
We made a lot of mistakes along the way (including sending 85,000 emails to the wrong users). It took a lot of trial and error, long hours, and exhaustive internet searches, but the results were obvious. Email was more effective at generating revenue than:
Investing in more ads;
Building new features hoping they’ll drive engagement;
Redesigning at the cost of trial and error.
You can learn SaaS email marketing the way we did (through hard work), or jump to the front of the line.The SaaS Email Marketing Playbook includes everything I would have loved to know about email before I got started at LANDR:
how and when to create new emails or In-App messages to influence your users’ behaviors and purchase decisions;
how to double, triple, or quadruple the performance of every single email you send;
how to stand out in an increasingly more crowded inbox; and
how to create processes and structure to systematically grow the performance of an email marketing program.
The book also includes seven deep dives to help you implement your onboarding, upsell, retention, referral, and behavioral sequences, among others.You don’t need to be a master copywriter (or have one on your team) to send effective emails. You just need the right processes and knowledge to start growing your business with email.The SaaS Email Marketing Playbook contains everything you need to plan, build, and optimize your email marketing program.- -The SaaS Email Marketing Playbook was written for businesses with clear signs of Product-Market Fit, that are:
selling to consumers or businesses;
charging monthly or yearly subscription fees;
generating more than $2k MRR; and
adding at least 200 email signups per week.
increase onboarding and trial conversions;
reduce churn; and
grow monthly recurring revenue (MRR).
By introducing a single campaign today, you could significantly increase your conversions, and get the benefits of that increase predictably and repeatedly, week after week. That’s the beauty of automation. It’s also how we created an upsell program at LANDR that was generating up to 42% of weekly subscription conversions. When I joined LANDR, we were only sending 3 automated emails (and only 1 of those was performing). By focusing on sending the right email to the right user at the right time, performance jumped up, with increases in:
product onboarding completion;
engagement;
sales; and
upgrades to annual subscriptions.
We made a lot of mistakes along the way (including sending 85,000 emails to the wrong users). It took a lot of trial and error, long hours, and exhaustive internet searches, but the results were obvious. Email was more effective at generating revenue than:
Investing in more ads;
Building new features hoping they’ll drive engagement;
Redesigning at the cost of trial and error.
You can learn SaaS email marketing the way we did (through hard work), or jump to the front of the line.The SaaS Email Marketing Playbook includes everything I would have loved to know about email before I got started at LANDR:
how and when to create new emails or In-App messages to influence your users’ behaviors and purchase decisions;
how to double, triple, or quadruple the performance of every single email you send;
how to stand out in an increasingly more crowded inbox; and
how to create processes and structure to systematically grow the performance of an email marketing program.
The book also includes seven deep dives to help you implement your onboarding, upsell, retention, referral, and behavioral sequences, among others.You don’t need to be a master copywriter (or have one on your team) to send effective emails. You just need the right processes and knowledge to start growing your business with email.The SaaS Email Marketing Playbook contains everything you need to plan, build, and optimize your email marketing program.- -The SaaS Email Marketing Playbook was written for businesses with clear signs of Product-Market Fit, that are:
selling to consumers or businesses;
charging monthly or yearly subscription fees;
generating more than $2k MRR; and
adding at least 200 email signups per week.
- English
English
Étienne is a three-time startup founder (Flagback, HireVoice, and Highlights) and the author of Solving Product and Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps thousands of entrepreneurs and innovators around the world build successful businesses.
In 2015, Étienne joined LANDR as head of customer engagement. There, he helped create and optimize a full customer lifecycle communication program that contributed to a revenue growth of 4x in two years.
In 2015, Étienne joined LANDR as head of customer engagement. There, he helped create and optimize a full customer lifecycle communication program that contributed to a revenue growth of 4x in two years.
- English
English
Acknowledgement
Early Reviews
I Introduction
1 Why This Book? 3
2 Why Email Marketing Still Matters Today 6
3 The Right Way to Think about Email and Marketing Automation 8
4 How to Use This Book 11
II Strategy
5 Email Marketing Doesn’t Have to be Complicated 6 The Key Milestones of SaaS, Explained Simply 7 The 6 Email Sequences You’ll Need (And the Key Emails within... 8 Understanding Your Users and Customers 9 Understanding Segmentation Data 32
10 Mapping Customer Journeys 36
11 Defining Necessary Custom Fields 12 Creating a Data Implementation Plan 13 Creating Key User Segments 14 Creating Operating Rules for Your Program
III Execution
15 Unfortunately, It Won’t Be Perfect 16 Prioritizing Your Email Roadmap 17 Why Speed Matters 56
18 Researching Email Copy & Designs 19 Email Sequence Pacing & Structure 20 Effective Email Copywriting 64
21 Subject Line Copywriting 72
22 Does It “Really” Need to Be an Email? 23 Setting Up Your Automations 24 Testing Your Emails 85
25 Do This Before Setting an Email Live 26 Setting Up Reporting 91
27 Tracking List Hygiene 96
28 Sourcing New Email Opportunities
IV Optimization
29 Why Optimization Matters 103
30 The Problem and Limits of Benchmarks 105
31 Finding (and Prioritizing) Optimization Candidates 108
32 Testing Usefulness 111
33 Optimizing Email Deliverability 115
34 Optimizing Email Opens 118
35 Optimizing Email Body (Offer, etc) 121
36 Optimizing Landing Pages (Page Goal, etc) 124
37 Segmenting Successful Emails 129
38 Recommended Processes, Team Structure, and Skillsets 133
V Conclusion
39 Conclusion 139
VI Deep Dives
40 Cold Email Sequences 145
41 Welcome & Onboarding Sequences 158
42 Behavioral & Lifecycle Emails 175
43 Upgrade, Upsell & Expansion Revenue Sequences 182
44 Retention Sequences 195
45 Referral Sequences 210
46 Reactivation Sequences 219
Next Steps 228
Further Reading 229
Glossary 231
Notes 236
About the Author 242
Also by Étienne Garbugli 243
Early Reviews
I Introduction
1 Why This Book? 3
2 Why Email Marketing Still Matters Today 6
3 The Right Way to Think about Email and Marketing Automation 8
4 How to Use This Book 11
II Strategy
5 Email Marketing Doesn’t Have to be Complicated 6 The Key Milestones of SaaS, Explained Simply 7 The 6 Email Sequences You’ll Need (And the Key Emails within... 8 Understanding Your Users and Customers 9 Understanding Segmentation Data 32
10 Mapping Customer Journeys 36
11 Defining Necessary Custom Fields 12 Creating a Data Implementation Plan 13 Creating Key User Segments 14 Creating Operating Rules for Your Program
III Execution
15 Unfortunately, It Won’t Be Perfect 16 Prioritizing Your Email Roadmap 17 Why Speed Matters 56
18 Researching Email Copy & Designs 19 Email Sequence Pacing & Structure 20 Effective Email Copywriting 64
21 Subject Line Copywriting 72
22 Does It “Really” Need to Be an Email? 23 Setting Up Your Automations 24 Testing Your Emails 85
25 Do This Before Setting an Email Live 26 Setting Up Reporting 91
27 Tracking List Hygiene 96
28 Sourcing New Email Opportunities
IV Optimization
29 Why Optimization Matters 103
30 The Problem and Limits of Benchmarks 105
31 Finding (and Prioritizing) Optimization Candidates 108
32 Testing Usefulness 111
33 Optimizing Email Deliverability 115
34 Optimizing Email Opens 118
35 Optimizing Email Body (Offer, etc) 121
36 Optimizing Landing Pages (Page Goal, etc) 124
37 Segmenting Successful Emails 129
38 Recommended Processes, Team Structure, and Skillsets 133
V Conclusion
39 Conclusion 139
VI Deep Dives
40 Cold Email Sequences 145
41 Welcome & Onboarding Sequences 158
42 Behavioral & Lifecycle Emails 175
43 Upgrade, Upsell & Expansion Revenue Sequences 182
44 Retention Sequences 195
45 Referral Sequences 210
46 Reactivation Sequences 219
Next Steps 228
Further Reading 229
Glossary 231
Notes 236
About the Author 242
Also by Étienne Garbugli 243
- English
English
“40–60% of your first-time users will check out your product and never come back.
A good email marketing strategy is often the main difference between users coming
back and never touching foot again in your product. This book shows you how to
build a SaaS email marketing strategy that actually works.” Wes Bush, Author,
Product-Led Growth
“Etienne’s book helped us set up all of our initial emails for our SaaS busi-
ness—Pipeline. This book is very valuable to new SaaS businesses because it will
show you how to get more subscribers from free trials, retain users, and even get back
subscribers who cancel their subscriptions. I think anyone with a SaaS business will
find something that can increase conversions from this book. Highly recommended!”
Greg Davis, Founder & CEO, Pipeline
“I feel like I got an upgraded version of myself after going through the book. Etienne
has in-depth knowledge of email marketing. The deep dives, cheatsheets, and
case studies provided with this book were invaluable, and saved me tons of work.
This book is a real must for SaaS founders and marketers.” Saroj Ativitavas,
Co-Founder & CEO, Wisible
“A well-written book for those who want to learn about SaaS email marketing from
A to Z: how to create, segment and send successful campaigns, what templates to
use, and how to optimize key elements. Etienne Garbugli has put together dozens
of lessons, which are divided into logical and easily-digestible chapters. It’s all
very easy to read and extremely useful. I definitely recommend this book!” Jacek
Krywult, CEO, PWSK
“The world would be a better place if B2B marketers stopped spamming and sent
more well-targeted and well-crafted emails—and everyone would also sell more!
Etienne Garbugli has put together a great no-BS resource where you are guaranteed
to pick up useful tips and approaches, whether you’re an email pro or just starting
out.” Andrus Purde, Founder & CEO, Outfunnel
A good email marketing strategy is often the main difference between users coming
back and never touching foot again in your product. This book shows you how to
build a SaaS email marketing strategy that actually works.” Wes Bush, Author,
Product-Led Growth
“Etienne’s book helped us set up all of our initial emails for our SaaS busi-
ness—Pipeline. This book is very valuable to new SaaS businesses because it will
show you how to get more subscribers from free trials, retain users, and even get back
subscribers who cancel their subscriptions. I think anyone with a SaaS business will
find something that can increase conversions from this book. Highly recommended!”
Greg Davis, Founder & CEO, Pipeline
“I feel like I got an upgraded version of myself after going through the book. Etienne
has in-depth knowledge of email marketing. The deep dives, cheatsheets, and
case studies provided with this book were invaluable, and saved me tons of work.
This book is a real must for SaaS founders and marketers.” Saroj Ativitavas,
Co-Founder & CEO, Wisible
“A well-written book for those who want to learn about SaaS email marketing from
A to Z: how to create, segment and send successful campaigns, what templates to
use, and how to optimize key elements. Etienne Garbugli has put together dozens
of lessons, which are divided into logical and easily-digestible chapters. It’s all
very easy to read and extremely useful. I definitely recommend this book!” Jacek
Krywult, CEO, PWSK
“The world would be a better place if B2B marketers stopped spamming and sent
more well-targeted and well-crafted emails—and everyone would also sell more!
Etienne Garbugli has put together a great no-BS resource where you are guaranteed
to pick up useful tips and approaches, whether you’re an email pro or just starting
out.” Andrus Purde, Founder & CEO, Outfunnel
