With some SaaS companies experiencing more churn than usual right now, let's talk about solutions. ✅
Pete Callaghan gave us a peek into how his team at @promoly uses smart email marketing to retain customers. (Thread)
Pete Callaghan gave us a peek into how his team at @promoly uses smart email marketing to retain customers. (Thread)
I'm explicitly measuring people logging into the app and reaching certain milestones within their trial stage. That's my main focus right now.
When someone starts a trial, I have an onboarding sequence that nudges them in the right direction of completing various goals.
When someone starts a trial, I have an onboarding sequence that nudges them in the right direction of completing various goals.
I send a series of emails (using @autopilotus) that are triggered by customer behavior as well as nicely timed emails on a sequence. The trick is to get the user to take action from that email.
Within the body of the email, I tell them how to do something within the app and provide a link to take them to the appropriate app section.
For example, the first-ever email sent has a 63% open rate and a 19.6% CTR. In this email, I welcome and tell them how to create a campaign within our app. I keep it very simple and don't confuse the message.
Here's the copy.
Here's the copy.
Under the copy, I have a blue button that links directly to their dashboard (our app). As you can see, I give them action and then say I'll be in touch when they complete the task.
When they've completed their task, I deliver another email triggered by our API.
When they've completed their task, I deliver another email triggered by our API.
Another email I want to talk about is one that asks the trial user a simple question. This email gets a 67% open rate and a 12% reply rate. It’s delivered 5 hours after signup.
Here's the copy.
Here's the copy.
As you can see, I keep it simple, but the important part is the last line.
I tell the reader to reply. From this single email, I get to build a relationship with the lead, find out about their business and talk about resolving their problems with our app.
I tell the reader to reply. From this single email, I get to build a relationship with the lead, find out about their business and talk about resolving their problems with our app.
With this, last month's customer retention was 94.7%, and our overall average is 93.66%. Delivering the right message at the right time will help your overall retention, get people to take action and ultimately help them convert.
Want more stories like this? Read the full article here: baremetrics.com/blog/reduce-ch…
