SaaS email campaigns
Project details
I'm one of those oddballs who love email marketing. I was eager to be the voice of Ranking Raccoon, UX Studio's shiny new link building tool.
Our target audience consists entirely of marketers. Nobody's more sick and tired of ad emails than them. I did my homework to offer useful content, support, and just a sprinkle of humour.
Copies
Ranking Raccoon is basically a social media platform, so of course our biggest beta-launch issue was users ghosting each other. I created an email campaign and worked on features with the team to battle this problem.
I used a casual, direct tone consistent with the friendly branding. By highlighting the team's awareness of ghosting, I reassured the reader that we're up-to-date on pain points.
In the closing statement, I reassured our users that we're actively working to fix the growing pains of the MVP. A bigger set of fixes is promised...
...and delivered. This is a lengthier message, because a lot of features were released at once.
I wanted to strengthen the reader's trust and spark their interest by demonstrating that the team acts on user feedback.
To make sense of the mass-release, I used a bullet point list follows the user journey in chronological order to create a cohesive flow.
I also had to reassure the reader that the automation and streamlining of these processes won't take away the userbase's right to decide whether to accept or refuse a request.
Some damage control was also needed in the closing paragraph, because the new features meant that we went from 80 users to only 50: inactive users were suspended. So I had to reassure them that we'll make up for the lost users asap. (Spoiler alert: we did.)
Guess whose copy got organically featured as a template
Our survey email made it to Userlist's "10+ Survey Email Examples for Your SaaS" blog post as an example. ✨
The first question survey subjects have is "what do I get out of this?" So I cut the chase and started with value and clarified the effort required (15 mins, hey, that's nothing!) before going into details.
This survey email is sent to users who never once used the site after signing up, and proved immune to reactivation campaigns.
At this point, directly pushing users to engage with the product is pretty much pointless. As a last ditch effort to earn their trust and learn, I wanted to show that the company genuinely cares about their feedback and is not only willing to pay for it, but dedicated to improve the user experience based on feedback.
If I could hug my metrics, I would
484
total emails sent
66%
all-time open rate
15.90%
all-time click through rate
0.61%
all-time unsubscribe rate