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Lucas Chevillard

- Growth and Email Marketing Consultant

SaaS + Email Marketing

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SaaS companies and Email marketing, it’s a love story.


Just like pizza and cheese.

It can’t be a success without the special ingredient.
Email marketing plays a slightly different role based on the business
model which can be:

  • Free trial or freemium
  • Paid only


For the model with a free component: it’s easy to collect the email
addresses, as the customer will signup to try the product.
Your goal is to prepare that customer to transition smoothly to a paid
plan. Show them the features they didn’t try yet with the help of dynamic
content based on activity in the tool.


For the paid plans: it’s first a question of getting the email addresses by
some sort of lead magnet. Ebook, webinar, checklist, you name it.
Your goal is to then nurture them for the right amount of time before
pitching on the pro plans. Focus on the pain points and testimonials that
match the user. Again dynamic content!


On both plans, you can:

Upsell

They already pay you for your product because it brings them value.
Can you deliver even more and charge for it?
Email is the right medium to showcase this and bring them into a
funnel alongside their normal usage of your product.

Referrals

If you don’t have the luxury to promote referrals inside your product, use
email for it.
If they cancel their subscription, you need to know why. This will give you
a better idea of what type of win-back campaign you should send and
especially when you need to send it.

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