9 Powerful Customer Success Emails Your SaaS Needs to Be Sending

customer success image

Note: This is a guest post from Nick Holmes, Marketing Director at Nickelled, a guided tour solution for SaaS companies that makes onboarding dead simple.

Take a moment and think back to the last SaaS app you signed up for.

Do you remember any emails you received post-signup?

More importantly, do you recall logging in and taking action on the content of those emails?

If the answer is yes, consider yourself in the minority, and congratulations for picking a SaaS app that clearly knows a thing or two about customer success. Go you!

The sad truth is, most SaaS startups obsess over customer acquisition, but then cripple their growth by not sending the right retention emails, post-signup.

When I reached out to Sujan Patel, a serial SaaS entrepreneur and co-founder of WebProfits, he agreed:

Most SaaS companies don’t send nearly enough email after users sign up. I’ve co-founded three SaaS startups, and in each them, email marketing has been a huge driver in driving new trials and increasing trial to paid conversion rate.

If you’re not emailing people to help them get value out of your product, that’s your low-hanging fruit to boost your MRR.

In this guide, I’m going to give you 9 proven, copy-and-paste Customer Success emails for SaaS. These emails will maximize retention, boost trial-to-paid conversion, and slash churn.

  1. The Account Rescue Email
  2. The Value Bomb Email
  3. The Helping Hand Email
  4. The “We Built This for You” Email
  5. The Anniversary Email
  6. The “Keep Going” Email
  7. The Delinquent Email
  8. The Upgrade Incentive Email
  9. The Trial Reactivation Email

Heads up: We created fill-in-the-blank templates for all nine emails. All you have to do is…

click here to get these free plug-and-play email templates now

Let’s begin.

1. The Account Rescue Email

Honestly, this one is the staple.

It’s estimated that 40-60% of users will sign up to a SaaS app and will never come back. And it’s pretty hard to make a user successful by using your app if they won’t even log in.

Consider sending humorous, helpful or even stern reminders to customers who have abandoned you, and track the success of these emails closely. If you sign up 100 trial users every week and manage to reactivate just 1% of them by sending these types of emails, some simple email copy will have gained you 52 customers over the course of the year. Not bad!

Here’s a good example from Canva, reaching out to inactive users with an exciting new feature that entices them to log back in…

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2. The Value Bomb Email

Everybody needs a little handholding from time to time.

That’s why your customers truly appreciate it when you offer them a ton of value at no cost.

The following announcement from Drip, for instance, leads to an ungated landing page giving away an epic 11-video course – with no strings attached.

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This value bomb makes it easy to upgrade my marketing automation skills – and become more successful with their product.

A value bomb should help customers get the benefits of using your product, like this webinar invite from Segment:

segment webinar

Here are some examples of value bombs you could add:

  • Concierge onboarding
  • Ungated video courses and audio interviews with industry experts, for customers only
  • Weekly “Office Hours” Q&A sessions for customers on GoToMeeting or Facebook Live, at no cost

It’s easy to send an email with links to some help desk articles. In many ways, that’s become table stakes for SaaS companies today.

But very few SaaS startups stand out in the inbox with a “value bomb” for new users–which is exactly why you need to be doing it.

3. The Helping Hand Email

If you know much about customer onboarding, you’ll know that key activation events — the moments along the path to true success with your product — are what you need to aim for.

Email is one of the best ways to ‘nudge’ activity and increase funnel completion rates by highlighting contextually-relevant things to do at the right time. For instance, if your app requires the installation of some javascript, you might invite users to get that underway in an email, by telling them what they’ll gain from doing it, like Hubspot in this example:

hubspot javascript

4. The “We Built This for You” Email

Strong customer success people know why their clients are using an app and what they hope to get out of it. While many feature launch emails are poorly-thought-through blanket messages, there’s no reason not to drop a personalized note to a customer when a new feature launches that you know they’ll be interested in.

This example isn’t *that* personalized, but it’s a good example of what I mean…

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This example comes from Canva, who knew I’d been using their product on the web and invited me to use it on iPhone.

A couple of clever things are happening with this email — first, the sneaky [Download it now] in the subject line pushes me to take an action and preps the CTA which I find inside the email. Secondly, note how I’m one of the first people to know about it. Clearly a marketing ploy, but exclusivity is a key driver of action. I’m bought in immediately.

5. The Anniversary Email

JetBlue - email - change

Awwww. Everybody loves a birthday. Working in a business partnership for a year is actually a pretty big achievement — if you’ve been providing value to each other for a significant amount of time, why shouldn’t you celebrate that?

6. The “Keep Going” Email

We all love to be told we’re doing well — and not just by our parents and teachers.

Check out the email below, which we send weekly to Nickelled customers to let them know how their onboarding guides are working out for them.

performance email

How could you NOT feel like you’d made a great decision after reading that?

We’ve found that, when it’s time to sign an annual renewal agreement, you will convert significantly more users when you’ve nurtured them with real results and numbers.

Buffer uses a similar strategy to subtly remind customers to keep using the product:

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7. The Delinquent Email

Like any good partner, your customer success team should always be keeping an eye on the health of your customers’ accounts, and dropping them prompts when they realise that something’s wrong.

A great example of this are automated dunning messages, which we’ve seen provide a very high response rate (much higher than a normal dunning app) when users have issues with cards:

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If you have any other business-critical processes which are dependent on action from your customers, consider sending emails for these too. Examples might include email addresses which stop working or API connections which have failed.

8. The Upgrade Incentive Email

Early trial upgrades are one of the most underutilized sales techniques in SaaS. If you’re offering a 30-day free trial and the client has found value on the third day, there’s absolutely no reason not to ask them to upgrade then and there.

Identifying the customers who are ready to upgrade can be a little tricky, but identifying those who have hit your key activation events is a good start.

Then, you can get in touch urging an immediate upgrade – and perhaps even promising them something if they upgrade straight away, like Stitch Labs (via Erik Christiansen on LinkedIn):

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9. The Trial Reactivation Email

Even with all of these emails, not everybody will find success with your trial. Time runs out, roles change and priorities get in the way.

That’s why sending a well-timed email reminding the user that you’re still keen to work together can help bring inactive users back.

At Nickelled, we send the following email in Drip to try to reactivate lapsed trial users:

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Another great example comes from SproutSocial:

sprout reactivate

Delight Your SaaS Users with these Fill-in-The-Blank Swipe Templates

These nine emails contains some simple ideas which anybody can implement to help customers on their way to success and drive better partnerships — but we know that there are more out there.

click here to get these saas email swipe templates now

Question for the comments: Which awesome emails are you sending that score points with your SaaS users? Leave a comment below and let us know!

  • sweet – Lead Boxes!

    • Kat Von Rohr

      Nice! thanks Cory! 🙂

  • Helle

    good job pressing our mystery buttons

    • Kat Von Rohr

      Haha! Thanks Helle! 🙂

  • Ryan Webb

    Lead Box. problem… when I add the lead box code it it doesn’t overlay on my site… opens with a leadpages url and after a few seconds will re-direct back to the page on my site… bug? or something I am doing wrong?

    • Kat Von Rohr

      Good question. The fastest way to get this taken care of is to go straight to our amazing support team at https://support.leadpages.net and they’ll help you out with this asap.

  • Dave Sentenn

    The ability to create multiple tabs on Facebook? But I think I read that’s a Facebook issue, not a Lead Pages issue. Regardless, that would be huge.

  • Kat Von Rohr

    IMPORTANT NOTICE: We just announced this feature! So no need to guess anymore. You can go right here for the answer: http://blog.leadpages.net/announcing-leadboxes/

  • David Farrell-Shaw

    Excellent it’s been around for a while as widgets for various services but I love the simplicity of your system. We’ll done!

    • Kat Von Rohr

      Thanks David! 🙂

  • Really great! I just set one up and would like to add it to an image in my sidebar but I’m not sure how to modify the code to make my image clickable so that the LeadBox pops.

    • Kat Von Rohr

      That’s awesome that you’re already using LeadBoxes! 🙂 If you have any questions like this, our customer support team is standing by to help. You can contact support directly at https://support.leadpages.net and they’ll help you out with this asap.

  • Rob

    I’d like to see some kind of Call to Action integration with Leadpages but this is a good enhancement.

    • Kat Von Rohr

      Thanks for the feedback Rob. We appreciate it. 🙂

  • Niki Bullas

    So glad I purchased Lead Pages when I did. Even though I’m a relative newbie I knew enough to know that this product was awesome and it’s getting better all the time. Love and respect Pat Flynn, so it’s nice to see he had a hand in this. Thanks guys. Glad to be part of this scene.

    • Kat Von Rohr

      Nice! Thanks Niki. 🙂

  • Christian Filipina SiteOwner

    It’s a nice feature, and thank you! But I’m a bit confused why you conflate “single-step/double-step” with “leadboxes” which seem to be completely different issues.

    • Kat Von Rohr

      Great question! It’s similar to a 2-step opt-in process because your prospects have to click on a link (on your blog, in a sidebar, etc.) to show their interest in your list, before they see a LeadBox that allows them to opt-in. So in effect, you’re asking your prospects to take two steps – click a link, and then opt-in through your LeadBox. Let me know if that doesn’t make sense. 🙂

  • Awesome guys, great new feature!

    • Kat Von Rohr

      Thanks John! Let us know how it works for you. 🙂

  • That’s very clever and another reason to be a Leadpages customer 🙂

    • Kat Von Rohr

      Nice! Thanks Stuart!

  • Another great feature from the innovative people at Leadpages! I will link to an image of the LeadBox on my WordPress blogposts, but I am wondering if images will be built into the html code of the next iteration….??

    • Kat Von Rohr

      Thanks Stephen! Yes, we’re building in the ability to use images in LeadBoxes. Look for more updates on this coming soon!

  • Chris

    Where is the proof in data that 2 step opt-ins convert better than 1 step? It makes no sense.

    • Kat Von Rohr

      Fair enough. We have found that to be the case based on our own in-house data for own list and the lists of our customers. However, it may not be the case for your specific audience. I recommend you test a two-step opt-in vs. a one-step opt-in process and see how it works for your list.

  • This is truly awesome! I had been wishing that I could use the two-step process from my sidebar opt-ins. Thank you!

    • Kat Von Rohr

      Awesome! Thanks Jeffrey!

  • Awesome stuff LeadPages team, I am rolling up the sleeves and getting the this new feature implemented first thing tomorrow morning…

    • Kat Von Rohr

      Great! Let us know how it works for you Kosio!

  • Tom Nunamaker

    I’ll have to play with LeadBoxes but it looks like you can use LeadBoxes as the first step in a multi-step order process. Set the Thank You page URL to step 2 in the process. This will be huge if it works. Thanks for your hard work!

    • Kat Von Rohr

      Awesome! Let us know how it’s working for you Tom!

  • luis

    the html dont´t work when you dowload the file is only one and if you trai to upload the file don´t work if you send a email to the suport they said the you have to send the link is no link the file don´t work well is good product but the suport is not realy good

    • Kat Von Rohr

      Sorry for the hassle Luis. Please let us know how we can help you further and we would be happy to assist you.

  • Guest

    This is genius! This is why I’ve aligned myself with this company – cos they know how to stay ahead of the game 🙂

    • Kat Von Rohr

      Thanks! Appreciate the kind words! 🙂

  • Michael Shreeve

    This is AWESOME! My only question is how do you make that sexy little sidebar opt-in you used in your example (the one that says “Join Over 40,000 subscribers who get fresh content from us on a weekly basis”)? Because that looks amazing.

    • Kat Von Rohr

      Thanks Michael! Our customer support team would love to help you out with that. As a customer, you can contact support directly at: https://support.leadpages.net and they’ll help you out with this asap.

      • Michael Shreeve

        awesome! thanks for the tip. Will contact them now!

  • Aaron

    You’re not using Two-step optin/ lead box on this page…

    • Kat Von Rohr

      Good observation. 🙂 We plan on using LeadBoxes throughout our site soon. But this week, our entire team been focused on getting LeadBoxes to our customers asap, rather than using them ourselves. 🙂

  • Martin

    I only joined you guys 4 days ago as I got sick and tierd of all. these generic landing pages that you cant change any of the text on. They’re a waist of time as you can only target them to whats written on the landing page and thats not good enough.

    (you should always have your target market keywords you picked on your landing page).

    Now with you guys I can target any kw’s I want. I thought that was awesome enough but then I get an email about LeadBoxes. Yeh Baby, Yaba Daba Doo!!!!!!

    I might just become a life member lol

    Thanks guys I know exactly what to do with the LeadBoxes, watch my leads sky rocket.

    • Kat Von Rohr

      That’s great to hear! Thanks Martin! 🙂

  • since I’m doing a few revamps to my website and how I ask for subscribers, the timing on this release could not have been more perfect for me. thanks for keeping it fresh and innovative!

    • Kat Von Rohr

      So great to hear! Thanks Joyce! 🙂

  • This is super exciting.

    What happens on mobile – is the pop up form responsive? Will it fit properly in the mobile browser?

    Some of the pop up or light box style optins like this drive me crazy because I can’t close them when right hand “x” to close the box is outside of the browser window. However, if the pop up is responsive this would not be an issue.

    • Kat Von Rohr

      YES! LeadBoxes definitely work on mobile. However, to save you from any pop up or light box issues on your mobile devices, your LeadBoxes will simply open as a standalone page, rather than as a light box. We did that to ensure that you can use LeadBoxes on any mobile device without any problems.

  • JP

    LOVE IT! I’ve wanted this for a while!

    2 Questions:

    Will you add split testing for the boxes?

    In Analytics for lead boxes, does it count Uniques when the link is viewed or when it is clicked? If not, it’s hard to compare two step and one step.

    • Kat Von Rohr

      Thanks JP! 🙂
      1. YES! Split testing is definitely one of the features we’re rolling out soon for LeadBoxes.
      2. Need to check on that for you. Will post an update when I have one.

  • Can I say how indispensable I find leadpages? I love all the surprises you keep rolling out for us.

    • Kat Von Rohr

      Nice! Thanks Mary! 🙂

  • This is great news. Congratulations on your development, I will definitely be using this.

    • Kat Von Rohr

      Thanks Avelardo! Let us know how it works for you!

  • Kelly

    Trying to add this to a sidebar opt-in button on my website but not having any luck. Can you recommend a sidebar opt-in widget I can use with it (like the one in the video) where, when I click the “Join Me” button (like you have in the video), the code will link it to the LeadBox? Thx!

    • Kat Von Rohr

      Great question! Our customer support team would love to help you out with that. As a customer, you can contact support directly at:https://support.leadpages.net and they’ll help you out with this asap.

  • Can i do the same design box over in my blog with your new tool.

  • song

    i don’t know where else i can paste the leadbox code except my own site or my friend site.because all those big websites or gust post sites don’t allow you to insert javasscript. leadbox is depend on javascript .

  • LinRP

    I am interested in checking out leadboxes ala carte. The video says this is possible. I went to leadpages.net and see zero on there about leadboxes as a stand alone. Can I purchase this solo or not? If so, where do I find the info? Thanks!

  • This is AWESOME!!!!!!!! Thanks for creating this!

  • This is such an awesome feature. I really love LeadPages. Looks like I need to look into LeadPlayer too. Question on the Google Hangout example. Typically you don’t get the link or embed code to a Hangout until you create it. So how would you be able to send the actual event link for pre registration like the example above? Thanks for your help with this.

  • my leadbox isn’t coming up as a lightbox. It’s coming up as a new tab only. am I doing something incorrectly?

    • Kat Von Rohr

      Great question! The fastest way to get this taken care of is to go straight to our amazing support team. You can contact our amazing support team directly right here: https://support.leadpages.net.

      • I did… and Janet is AWESOME! 🙂

        • Kat Von Rohr

          Awesome! I’ll pass along your compliments! Thanks Joyce! 🙂

  • This would be even better with A/B split testing…is that in the works?

    • Kat Von Rohr

      Absolutely! Look for more updates including A/B split testing coming soon for LeadBoxes. 🙂

  • donnaandtora

    Just in testing mode with LeadBoxes on one of our blog posts to get the wording and placement right. We don’t have a ton of traffic (yet ;)) so don’t get inundated..Anyway, while still tweaking it we’ve had 2 sign ups via LeadBoxes! How cool is that!

    • Kat Von Rohr

      That’s awesome to hear! Thanks Donna!! 🙂 By the way, would you mind sharing where you’re posting your LeadBox? We’d love to see how you’re using LeadBoxes on your blog.