A few years back I was hired by LANDR
, a Software as a Service (SaaS) platform in the music industry.
As one of the first non-engineering
hires, I was responsible for increasing revenue, conversions, and engagement; the whole gamut
Although there was no short-term pressure, I knew I had to rapidly show results
to justify my role and gain credibility.
My first instinct was to turn to the Product for growth…
The dev team was busy...
The backlog was full...
The engineering team had to work on the core platform.
Even if we had the capacity to ship growth experiments, there was no guarantee of growth
Making changes to the website and the landing pages had some
impact, but it did not significantly grow sales and conversions
I was getting worried... This was a completely new role for me… What if I can't move the needle? Maybe I'm not cut out for this…
Each day, LANDR was getting hundreds of signups. Users loved the brand and the product; there had to be a way to grow conversions
We had tried a lot of things, but there was one channel LANDR hadn't tried much: EMAIL
There were just a few issues:
- How do you get started?
- How do you design effective emails when the design team is already busy designing the product?
- How do you write effective copy when you're not a copywriter yourself (or don't have one on the team)?
- How do you get the right data and segments to make sure your emails reach the right users at the right time?
- How do you measure the return on investment of your campaigns?
This can quickly become overwhelming.
Besides, wasn't email supposed to be dead?!
We made a lot of mistakes along the way (including sending 85k emails to the wrong users 😬), but... soon enough, our emails started to significantly:
- Increase product onboarding completion and engagement across the customer lifetime 📈
- Increase trial-to-paid conversions and upsell to paid plans 📈
- Increase feature discovery and product engagement across various personas and profiles 📈
- Reduce churn through product education and upgrades to annual plans 📈
- Increase ARPU, MRR, and CLV with an upsell program generating as much as 42% of weekly subscription sales 📈
All this, just by focusing on sending the right email to the right user at the right time.
Once optimized, our lifecycle emails delivered predictable growth and performance, literally printing money for the organization.