The SaaS Email Marketing Playbook: Convert Leads, Increase Customer Retention, and Close More Recurring Revenue With Email
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“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; andgrow 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; andupgrades 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; andhow 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; andadding at least 200 email signups per week.
From the Publisher
The SaaS Email Marketing Playbook, in short…
Everything you need to create your own email program
From strategy to implementation to optimization, the book will take you through the end-to-end process of setting up your own SaaS email marketing program.
SaaS milestones, email sequence structures, copywriting, data segmentation strategies, and email analysis. All included.
Advanced tips to level up
Sprinkled throughout the book are advanced tips for reporting, data management, optimization, team structure, and much much more.
Re-visiting the book a second time will help you significantly improve the performance of your email marketing program and its impact on your business.
7 Deep dives
The book also includes seven deep dives to help implement your onboarding, upsell, retention, referral, reactivation, and behavioral sequences.
You’ll see several examples, and we’ll dive deep into the reasons why the proposed strategies can be effective in SaaS.
Plenty of tools & ressources
The book helps you connect theory and practice. Once you’re ready to start putting your program together, you’ll be able to tap into numerous tools and resources designed to help you get started fast.
Book also available in French
The SaaS Email Marketing Playbook has everything you need to plan, build and optimize your email marketing program.
ASIN : B087BCNR7D
Publication date : April 18, 2020
Language : English
File size : 16600 KB
Simultaneous device usage : Unlimited
Text-to-Speech : Enabled
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Not Enabled
Word Wise : Not Enabled
Sticky notes : On Kindle Scribe
Print length : 258 pages
Page numbers source ISBN : 177807409X
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13 reviews for The SaaS Email Marketing Playbook: Convert Leads, Increase Customer Retention, and Close More Recurring Revenue With Email
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B. Nelson –
This book inspired my email marketing strategy!
When I bought this book, I’d run email campaigns before, done small drip campaigns, etc. but I’d never built out a full cohesive strategy for one company. This book helped me map out not only the full cycle from first touch to follow-up/reviews and continuing education but also what most of the individual emails within those overarching campaigns would cover and the why behind each step in the process. I have sticky notes on so many pages.Some of the steps have taken longer for me to implement as a team of one, but I’m slowly building out the strategy within my current company. I recommend this book to anyone who wants to build out an email strategy.
E. Wilson –
Great for Subscription-based Business Email Marketers
Goes into detail about the type of email templates to create at every stage of the customer lifecycle. The book goes into detail on the messaging and design in creating lifecycle campaigns from the ground up. This a 201-level type of book for those looking to implement great strategy in email marketing rather than be told for the 100th time about why it’s important.As a developer, I learned how to approach email marketing by crafting onboarding series specifically for membership and/or subscription-based clients from the book. I recommend it for those who are more tech-centric to learn the marketing side of things in a pragmatic way.
Bas –
Practical guide to email marketing
This book helps anyone who wants to get started with email marketing. Ideal for SaaS companies, but also for other types of organizations that want to get serious about email marketing. Ãtienne Garbugli strikes a good balance between theory and practice, and provides many tools and templates that you can use yourself.
Will Westra –
Amazing resource for SaaS email marketing
Everything you need to know to decrease churn, increase LTV and much more! 10/10 and highly recommend to anyone in the SaaS industry.
Jason Schneekloth –
Great Resource for Email Marketing
A great resource that provides a deep dive into email marketing, providing clear, concise and relevant strategies that can easily be adapted to a wide variety of verticals. Easy to grasp and an entertaining read. Perfect if you are starting out or looking to optimize.
Den –
Always a nice read by Ãtienne
I’m exactly in the middle of re-designing our onboarding sequence and Ãtienne’s book is a good practical and actionable resource. Comprehensive, complete approach.
Adan V Vega –
The best email marketing book on the Market
I’m a software developer that’s developed my own language learning app. I teach English through a murder mystery novel that I wrote. It’s completely different to anything that’s ever been done before, so I thought that creating an email list. After coming up with a great landing page that produced a high conversion rate, I was left with coming up with an email automation strategy. I read several books, but none that I felt I could really use to develop my own email broadcasting system, until I came across this book. I’m now in the middle of developing my email broadcasting software for my language learning app. Thanks to this book, I have a solid understanding of how to build it and what it should do. Thank you so much for writing this book and sharing your knowledge with the world.
Lynn M. –
Comprehensive and easy to understand
This book assumes you have a basic knowledge of marketing, of SaaS, and of copywriting.I like the book because it is:⢠Easy to understand⢠Practical⢠Actionable⢠Has an intelligent approach to email marketingFrom the book, I came to appreciate that like marketing in general, email marketing is dynamic & experimental. You learn to analyze results of your tests and adapt. You choose which parts to optimize.The book covers the various stages of the user lifecycle, and gives advice and examples of possible email sequences to send to keep users engaged in each stage. This is what i like best about the book.It is very helpful that the author also mentions tech recommendations for different situations that you might encounter- which app or platform to use that can give you what you need to move forward – ideas for your tech stack, too. I just wish he had a table to summarize all these apps â it would have been helpful.A glimpse into the table of content gives you an idea that this book is comprehensive.I highly recommend this book. Newbie and veteran marketers alike will find value here.
Aurel Gergey –
As a freelance copywriter working with startup teams, I can say that this book is a great help â in effectively crafting the hundreds of thousands of emails we send out here.I learned a lot about how to create mails in the SaaS space. I especially like the systematic approach that the author presents. It helps to organize things and get the full power on the road.The book has been recommended to me as the gold standard for sophisticated email marketing in the Saas sphere. And rightly so.
Olajumoke –
I highly recommend this book if email marketing is one of your responsibilities in your organisation. I had a lot to learn from the book.The book is 90% practical, literally almost everything written in the book is what you can apply to your email marketing strategies.I am currently using some tools the book recommended and it has helped my email marketing effort.So yeah i love it and i believe you will love it too.
Louffie –
I could not be happier with this book. I had been on the hunt for a book like this for ages: A software-agnostic hands-on guide to customer success using email marketing. I stumbled on this one by complete accident and I am so glad I did.I love the way the author explains things. Thorough, without being overwhelming. His approach is built around his philosophy that you let email marketing prove its worth to you before you dive too deep and, as such, he starts with all the basic information you need to get started… but then includes mored advanced chapters on optimizations and deep dives into different types of sequences.All of his advice is grounded in plenty of his own first-hand experience, as well as very comprehensive research in the best practices of leading SaaS companies. If you have a SaaS company and are looking to grow your revenues through email marketing your way to customer success…. I highly recommend this book.
Liam McMillan –
I’ve been using this book to setup email campaigns for a new client and it’s been a super useful resource. Really helped to get me in the right headspace for approaching SaaS email marketing. Good strategies and real-world examples to help create your own email sequences. Highly recommend!
rafa j –
A mà personalmente no me ha aportado. También he de decir que tengo bastante experiencia con el envÃo de emails, campañas, secuencias, y precisamente en SaaS.Como primer libro para ubicarte? podrÃa ser. Si buscas algo más concreto, no creo que te aporte.El libro es correcto, bien redactado y trabajado. pero el contenido (para mi) no refleja el tÃtulo del mismo.