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Email Marketing: Onboarding, Retention and Reactivation of ‘Zombie’ Customers

Email Marketing Onboarding Retention

Lifecycle emails are one of the most powerful items in your SaaS marketing toolbox. They are one of the best methods for engaging with your subscribers during onboarding, moving from trial to paid, and everything that lies beyond.

Want to help new customers to learn about your product, keep current customers in love with your business, or reactivate missing customers? Emails can tick all of these off your list.

SaaS Email Marketing: Segmentation and Personalization

SaaS Email Marketing: Segmentation and Personalization

A segmented list is crucial to the health and growth of your company. The moment a customer enters your list, they should be tagged accordingly so you know:

  1. Where they came from

  2. Which stage of the journey they’re at with your product

  3. Where they’re going next, and the best means of making sure they get there

  4. If they’ve stopped engaging with your product

By tagging your customers, you can move them easily through your different sequences and create a smooth email journey for them. This also helps you avoid the awkwardness of sending out irrelevant messages.

We’ve all had those emails appear in our inbox, and at that moment it feels like a company doesn’t particularly care about us as an individual who uses their product. For example, if a customer has just purchased an item – keep them out of the email segment that is sending special offers for 25% off that same item! Little oversights like this can make a huge dent in your retention efforts.

Personalization is another way you can make your customers feel more like a human and less like a dollar sign.

With the right knowledge and the right messages, email personalization can give you great results. It’s not just about using a customer’s first name in your mailouts.

Onboarding Emails

Onboarding Emails

With 40 times the efficiency of social media for new customer acquisition, emails remain a winning part of your marketing strategy. No matter your sales model, it’s important that your early users are kept engaged once the acquisition has been made.

If you’re worried about sending too many emails to your new customers, don’t be. Emails sent during the early days of a customer’s relationship with you help them remember that you exist, and that they signed up for something with you. The first two weeks of customer engagement are critical to their success with your service.

How many of us find a cool new product, sign up, poke around a bit, and then leave – never to return? About 86% of us. We’re a forgetful and incredibly busy species, and we need those reminders coming in to help us remember to go back and log in again.

Helping new subscribers to actually use your product and understand why they need it (and why they signed up in the first place) is a good thing.

Encouraging your new customers to take small, manageable steps with your product means they will try it, use it, and come to love it. The customers that build a habit of using your product will be the customers that stick around.

Onboarding emails are the key to getting your customers to the Aha! moment and moving them successfully through the journey of discovery with your product.

If you get your onboarding emails right, it opens the window of opportunity for you to build patterns of use in your customers that will lead to long term retention. In turn, this means increased growth and predictable revenue for your company.

Retention Emails

Retention Emails

The humble retention email is often overlooked in SaaS marketing. Many companies are so focused on acquisition, they forget that once their customers have moved to paid they will still need some love to keep them engaged and prevent them from switching to a competitor. What’s the point of securing a new customer if you can’t get them to stick around?

Retaining your existing subscribers should be a top priority for your company. These emails can take many forms, including:

  1. Abandoned cart emails

  2. Customer education emails

  3. Promotional offers

  4. Consumer Research Surveys

  5. Expiring trial emails

  6. Dunning emails

  7. New feature announcements

If fewer customers cancel while you continue to sign up and engage new leads, it’s simple math that your business will have a faster growth rate.

Reactivation Emails<