Predictable Growth: Your SaaS Email Marketing Masterclass by Etienne Garbugli

Predictable Growth: Your SaaS Email Marketing Masterclass

Tell me if this sounds familiar…

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.
Fun fact:
With email marketing automation, the benefits of optimizations cascade over time, greatly improving the performance of future cohorts.

In other words, improvements in conversions impact both current AND future users.
The reality is, you can double your MRR with email

You just need the right processes and knowledge.

These 'processes and knowledge' are what the Predictable Growth: SaaS Email Marketing Masterclass will teach you.

You'll learn how to use email to increase conversions, drive product engagement, and reduce churn.

This course is not for:

  • Non-subscription/non-software products. This means... e-commerce pros, bloggers, agencies, etc. I ❤️ you guys, but this course wasn't designed for you.
  • SaaS products generating less than $2k MRR. Time to focus on customer development and early growth; you'll be able to add email marketing later. :-)
  • SaaS businesses adding less than 200 emails per week. Email may not be the best channel for your business  under that threshold.

This course was designed for:

  • Businesses with clear signs of Product/Market Fit.
  • Selling either to consumers or businesses.
  • Charging monthly or yearly subscription fees.
  • Generating over $2k MRR.
  • Adding at least 200 email signups per week.

With the Predictable Growth: SaaS Email Marketing Masterclass, you'll learn:

  • How to create processes and structure to systematically grow the performance of your email marketing program
  • How & when to create new emails or InApp messages to influence your users's behaviors and purchase decisions 
  • How to double, triple or quadruple the performance of every single email you send

Add email marketing to your skillset, and take your business to the next level. 🚀

The course launches in early 2019. Signup above to get notified. ☝️

What's included

  • 5 Hours of Video Lessons to plan, build, and optimize your lifecycle email marketing program
  • 3 Months of Highlights's Pro Plan to track and monitor the performance of your email campaigns (a value of $147)
  • Detailed Mapping of 12 Leading SaaS Businesses's Email Programs (Drift, MailChimp, Hotjar, etc.) 
  • 600+ Ready-to-Use Subject Lines to kickstart your email marketing efforts
  • The SaaS Email Marketing Cheatsheet
  • Lifetime updates

Money-Back Guarantee

If, for whatever reason, this course does not live up to its promises in your eyes, just contact me within 30 days of your purchase and I will refund your money. Simple as that. :)
"Etienne and his team helped significantly increase product engagement and conversions at LANDR. The email program they grew and optimized created consistent and predictable growth for the business."
Dave Jones – Chief Product Officer, LANDR Audio

What's included?

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Contents

Introduction
Why this Course
Why Email Marketing Still Matters in 2019
The Right Mindset for Email and Marketing Automation
How to Use this Course
Strategy
Email Marketing Doesn't Have to be Complicated
The Key Milestones of SaaS, Explained Simply
The Email Sequences You'll Need (And Key Emails Within)
Understanding Your Users and Customers
Understanding Segmentation Data
Mapping Customer Journeys
Defining Necessary Custom Fields
Creating a Data Implementation Plan
Creating Key User Segments
Creating Operating Rules for Your Program
Execution
Unfortunately, It Won't Be Perfect
Prioritizing Your Email Roadmap
Why Speed Matters
Researching Email Copy & Designs
Email Sequence Pacing & Structure
Effective Email Copywriting
Subject Line Copywriting
Does it "Really" Need to Be An Email?
Setting Up Your Automations
Testing Your Emails
Last Minute Checks Before Hitting Send
Setting up Reporting
Tracking List Hygiene
Sourcing New Email Opportunities
Optimization & Management
Why Optimization Matters
The Problem and Limitations of Benchmarks
Finding (and Prioritizing) Optimization Candidates
Testing Usefulness
Optimizing Email Deliverability
Optimizing Email Opens (Subject Lines, etc)
Optimizing Email Body (Offer, etc)
Optimizing Landing Page (Page, Goal, etc)
Segmenting Successful Emails
Recommended Processes, Team Structure, and Skillsets
Conclusion
Conclusion
Contacts & Links
Useful Links
Get in Touch

FAQs

Do I have to complete the course in a certain amount of time?

No. The course is built for you to learn at your own pace. Just dive in whenever you have time.

What happens after I sign up?

Once you sign up on the platform, you’ll receive login instructions where you can access the course from any device.

How long will I have access to the course?

Forever. After you sign up you will be able to access the course lessons whenever you like and across any device you own.

What if I have questions?

Send me an email at contact@gethighlights.co. I'll be happy to answer any questions about the course. :-)

How can I pay?

You can pay with a business or personal or credit card.

What if I don’t don’t like it?

If, for whatever reason, this course does not live up to its promises in your eyes, just contact me within 30 days of your purchase and I will refund your money. Simple as that. :)

Étienne Garbugli

Étienne has been growing businesses with email marketing for the past 13 years. In 2015, he joined LANDR as head of customer engagement. There, he helped create and optimize a full customer lifecycle communication program that contributed to a revenue growth of 4x in two years.

Étienne is also a three-time startup founder (Highlights, Flagback & HireVoice) and the author of Lean B2B: Build Products Businesses Want.