Val Geisler is the “Email Marketing Queen”.
With a list of big name SaaS clients in her portfolio, she’s an expert on using email for onboarding and churn reduction.
In this interview on Growth Marketing Today she shares her best tips. And the “Dinner Party” strategy for building out your onboarding sequences to increase paid conversions.
- The purpose of onboarding is to create a new habit with your users – the habit of using your product. You can’t do that only in app. It needs to take place in the inbox where they’re already spending time. So don’t shy way from sending emails.
- But… don’t send emails full of features. You’ll scare the user away. Get an understanding of why they hired your product. What’s the job to be done. Focus on helping them get to the solution, the “aha” moment. Don’t overwhelm the user telling them everything your product can do.
- Question to ask yourself when thinking about churn – “If we had no new customers coming in the door, how would we grow? How would we help grow our customers?”