18 Experts Share Email Marketing Best practices for B2B Companies

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18 Experts Share Email Marketing Best practices for B2B Companies

Email marketing is a little different for B2B companies than B2C companies. So we asked the experts to share the best email marketing practices for B2B companies and their advice may surprise you.

Gamify It

Games and gamification elements are an incredible way to compel people to behave in a certain way and have fun doing it. In the email outreach space, we include HTML5 games in millions of outgoing email messages every month.

These game experiences are promoted in the subject lines of the emails, dramatically increasing open rates.


Make It an Experience

We view the email itself as an experience rather than simply a marketing message, so those customers who take the time to open the email have a fun and engaging experience (rather than feel annoyed or duped, as so often happens). This has led to dramatic increases in click through rates, often two, three, even four times traditional campaigns. Simply presenting an incentive in a better way and always looking for ways to enhance the customer experience in the email (and all other marketing touchpoints) leads to far better overall performance: a win-win for the consumer and the business.


Aron Ezra, CEO – OfferCraft



Know Your Audience


Ask yourself, if I were receiving this email, would I read it or delete it? Would anyone other than my competitor care about this?


If your email doesn’t include interesting or useful information to your *recipient*, delete it and try again. We all receive tons of emails per day from people soliciting us for their product; unless an email is of use, it is tossed.


Include a Call to Action


What is it you want your recipient to do? If you want them to download a whitepaper, include a link or two to the document as well as an image. If you would prefer they reply to your email, consider personalizing the blast with the name of their account manager to reply to. If it is not very clear to your prospect what you wish their next step to be, how will you ensure your email has an impact?


Sharon Harry, ​Director of Marketing – Metropolis Technologies​




Keep it relevant and useful


Only send e-mails to a highly targeted audience and make sure the information in those e-mails is relevant

to them, useful and interesting. And don’t send out too much! I do one or two e-mail campaigns a month.


Follow Up Emails Are Everything


Use e-mail for scheduled lead nurturing. I’ve seen 40% click through rates for one-month-out follow-up e-mails that I send to recent prospects. If I send out 100 e-mails to prospects from the last month, I also typically will get about 5 or 6 e-mails back from prospects requesting a quote or additional information. Those may not seem like big numbers, but we sell niche capital equipment so five or six active prospects is huge.

Nancy Lauseng, Marketing Manager – Jet Edge




Keep emails Short and Personalized


Send very personalized emails of no more than 6 sentences, like you’d be emailing a friend. Example: I always open with “Hey firstname, how’s it going”. My subject lines are very specific and typically ask a question.


Make Your B2B Marketing Emails Valuable


Offer something valuable in the email that would be of direct benefit to the recipient. Example: invite to an exclusive event, webinar, ebook.

Lloyed Lobo, Growth – Speakeasy.co



Make sure your copy doesn’t suck


Most companies leave a lot to be desired by their outreach. Often it’s too drab and bland, which causes it to get lots in the fight for attention.

Think about the last 50 emails you received soliciting services, did any of them stand out or was it all the same old thing, different company. Be fun and playful, but also be to the point and focus on the benefits for them.


Make the landing page relevant


The worst thing a company can do is talk about their services outside of the brand language. It can cause subconscious confusion and distrust almost instantly. Keeping your graphics and copy on the same page from email to landing page instills a sense of familiarity that could be the difference between a lead and someone who never comes back.


Jamil Velji, Easy Automated Sales




Keep Sales Lifecycle in Mind


Recognize that for many B2B products, the sales funnel is lengthy. With that in mind, craft email that offer high value content such as demos, guides, webinars, tips, etc. This allows one to demonstrate expertise, build confidence, and move the recipient deeper into the funnel.


Bonus: Such content can double as organic / social content growing top-of-funnel metrics.


Ryan O’Donnell, Director of Marketing – Avalara TrustFile


They Have to Want It


Make sure that the recipient *wants* your email, and is *expecting* your email. Otherwise what is going to happen is that your email will end up tagged as ‘spam’, and every time that happens, you run the risk of more and more (and eventually all) of your email going to the junk folder, or even being blacklisted.


Make Unsubscribing Painless


Make sure that you process unsubscribe requests quickly, effectively, and permanently. This is not only the law, but sloppy unsubscribe processing leads to spam complaints, which leads to decreased delivery to the inbox.


Anne P. Mitchell, CEO/President – SuretyMail


Test, test, test!


So often, email marketers are on deadline to get their email out the door, but in today’s world, not testing is simply unacceptable. Marketers should test device (mobile and desktop), email clients (such as Gmail and Outlook) images, subject lines, and content. Tools like ReturnPath and Litmus can be incredible resources.


Put 1:1 employee email to work!


1:1 employee email continues to be a critical communication channel for business, and employee emails (think Gmail / Outlook) are routinely the most frequent touchpoint between a business and the outside world. Consider that a typical company of just 100 employees sends 1,000,000 one-to-one business emails per year on average. Tools like Sigstr can turn these emails into a marketing opportunity by automatically including a clickable graphic campaign to the bottom of every 1:1 email sent (promoting things like content, events, or open positions).


Teresa Becker – TKB Consulting





Go mobile.


You want to send out an email that renders well across all tablets, smartphones and desktops. A mobile-optimized email implies that you pay attention to detail and – if you put that much effort into your email marketing – you likely put that much effort into other aspects of your business.


Include articles from other B2Bs, and get them on your mailing list.


Flatter other influencers in your industry by featuring their articles in your newsletter. Be sure to announce your newsletter lineup on social media, and tag them if possible. You should also send out a personalized email to the author of the article to let them know that they’re featured, in case they want to see it or sign up for the newsletter.


Emily Culclasure, Digital Analyst & Marketing Coordinator, seoWorks




Keep it Clean


Businesses need to make sure they have clean data before sending to any prospects. If your data mislabels the administrative assistant as the CEO (or vice versa), your email will end up in the trash. Having a quality data source ensures that you don’t immediately alienate your leads.


Know how the B2B decision-making cycle works


Consumers can usually purchase a product immediately without anyone else’s input. Businesses, however, make decisions as a group and require more players and time to come to a decision. Your emails should cater to this decision-making process. Instead of telling your prospects to buy your product now, send them an email requesting a conference call. This allows prospects to feel out your product so they can determine if it’s the right choice for them.


Makenzi Wood, Acquisition Marketer – Visual Net Design



Rely on your copywriting rather than your photo finding.


Think of your email as the cast, not the hook. The hook is your brilliant product and/or content.

Cameron Conaway, Content Marketing Manager – Flow




Try a Plain Text Direct Reply Renewal Message


Why? People are busy. Make it look like a real person sent the

message and make it simple text (no visible HTML elements). Have replies go to a real person. Tell them you know they’re busy and they just need to reply to the message and you’ll get them all setup to renew. This works especially well for businesses that need to re-up large teams. You do the work for them.


Recycle Old Blog Posts to Make a Course


It repurposes old stuff that is all loosely based on the same topic. I used to get tons of people to sign up for a “free course” (just an autoresponder series linking to a series of blog posts in the same category). I told them exactly what they’d get when they’d sign up too “40 days, 13+ lessons, nothing held back and 100% free”.


Curtis Peterson, Digital Marketing Manage – SmartFile




Keep it short.


Business clients (like you) are busy running their business.

They don’t have time to read long emails. If you’re sending essays to their inbox, they’ll tune you out and eventually unsubscribe. Make it easy for them to click and absorb your message quickly, or bookmark and come back later. The easier you make it for them, the more success you’ll have.


Build value.


Business owners are shrewd. Before you ever send an email, remember that they’ll always read it thinking “What’s in it for me?” You better answer that question. The value should be front and center – in the headline, in the content, in the links. Don’t bury the lead, and don’t waste your time or theirs sending an email without a clear benefit.



Emily Adams, Content Marketing Specialist – Automated Marketing Group


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There’s More Opportunity Than You Think


Most companies mistakenly think that email marketing and life-cycle marketing is about sending a weekly or monthly newsletter. But if that’s all your company does, you’re leaving vast potential on the table. Instead of weekly or monthly newsletters, engage customers based on their position in the customer life-cycle.


Target on a Granular Level


Target customers on a granular level, increasing conversions, average order value and lifetime customer value, instead of generic, un-targeted “blasts.” Brands need to look deeper into email marketing and create not just one, but a series of email campaigns that have triggers based on the behavior of their customers from the very start.

John McIntyre, Founder – ReEngager




Ask for permission to email people


In B2B email marketing, your reputation is on the line, so you need to do it right. Along with the obvious — never using purchased or rented lists — there are some less apparent practices for true permission marketers. Avoid automatically adding prospective customers to your subscriber database from a hardcopy signup at an event. Instead, send them an email reminder or invitation that makes it easy to subscribe. Only email people who have given their explicit permission for that specific content through double opt-in. Include easy unsubscribe links in every message.


Prioritize your subject lines and connect them to clear campaign goals


You’re competing for attention with a cacophony of B2B and B2C companies clamoring for inbox attention, so be 100% clear about your campaign goals. Then, put equal effort into your subject line as you do for your main message content. Subject lines play a pivotal role in determining whether your subscribers will view your content or keep scrolling. Use subject lines that trigger positive emotions and convey a benefit. Finally, customize subject lines based on campaign analytics to notch up your results even further.


Susan Brown Faghani, Manager, Marketing and Sales Communication





Subject Line is Everything


Many email marketers forget that subject lines are crucial. Using an email marketing software like MailChimp will allow you to customize subject lines with the recipient’s first name. This adds personalization and draws attention to the email as many people quickly scroll through their inbox on their mobile device. In addition, research suggests that showing excitement in subject lines increases open rates. Small business owners might consider adding an exclamation mark at the end of a subject line.


Genia K. Stevens, Managing Partner – Belwah Media



Personalize your message.


Personalizing your message is the best way to ensure you get a response. That should not be a problem if you are sending them one at a time. You can still use a template, or copy and paste. Just leave yourself some room to make your customer or prospect feel like they matter. Some easy ways to do this are: using the person’s name, including their business’s name, and asking questions about their industry.


Don’t let your email or IP address get blacklisted.


Many email providers have a spam blocking feature that will blacklist IP and email addresses if it’s determined that they are sending too many marketing emails at once to people who have not asked to receive them. If your address is blacklisted, you may not be able to get your emails delivered at all. When doing a mass email campaign, be advised that you must adhere to the rules set forth in the CAN-SPAM Act. While there are multiple guidelines, the most important ones are including a valid physical postal address and a link for unsubscribing.

Grace Horner, Director of Public Relations and Social Media – infofree.com





Know when simpler is better.


Beautifully designed emails with photos, story layouts, and other great features have their place, but for some communications, simpler, shorter messages work better. Experiment to see what gets the best response and engagement for different audiences and types of emails.


Have a very clear call to action.


Focus on just one call to action per message. Tell the recipient what the email is for and what they need to do next to get the reward – whether it’s information, an opportunity, or to beat a deadline – that they are looking for.

Beth Bridges, Vice President of Digital Identity – J – I.T. Outsource




Email Marketing Dictionary


Email Marketing Dictionary

Here are the top 50 email marketing terms you need to know (explained in plain English). This is a great starting point if you want to learn email marketing the right way!


Acceptable Spam Report Rate – The rate at which you can be reported as SPAM without harming your sender reputation. Anything over 0.1% (1 report per 1000 emails) will get a warning.

Acceptance Rate – The percentage of email messages that are accepted by the mail server. Just because an email is accepted by the mail server does not mean it will get to an inbox.

Autoresponder – Triggered emails, personalization, dynamic content, and other tools that send emails or add content to emails on a one-to-one or one-to-some basis without manual intervention according to rules established by a brand.


Blacklist – A list that denotes IP addresses as spammer IPs, impeding email deliverability.

Behavior-Based Email – A message sent to an individual subscriber in response to an action taken by that person (e.g., cart abandoned) or because of the arrival of an event indicated by the subscriber (e.g., their birthday); also known as trigger-based emails.

Bounce Rate – The rate at which your emails are not delivered. There are two types of bounces, hard and soft, both of which are defined later in this glossary. An acceptable bounce rate is less than 5%.

Bulk Mail – Large scale email marketing sends in which the same content goes to a large group of people.


CAN-SPAM – Short for ‘Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003,’ it’s a law that outlines rules for commercial email, establishes requirements for commercial messages, provides email recipients with the right to make you stop emailing them, and lays out consequences for violations of the Act. You can read more about compliance in our post about marketing laws.

Clicks Per Delivered – A percentage measure of the number of clicks divided by the number of emails delivered to the intended inbox.

Clicks Per Open – A percentage measure of the number of clicks divided by the number of opens.

CPM (Cost Per Thousand) – In email marketing, CPM commonly refers to the cost per 1000 names on a given rental list. For example, a rental list priced at $250 CPM would mean that the list owner charges $.25 per email address. We’ll get into buying lists later in this post.

CTR (Click-Through Rate) – The percentage (the number of unique clicks divided by the number that were opened) of recipients that click on a given URL in your email.

Conversion Rate – The percentage of recipients who respond to your call-to-action in an email marketing campaign or promotion. This is one measure of your email campaign’s success.


Dedicated IP – In email marketing, it refers to an IP address from which only you send email.

Digest Email – An email that is automatically generated by an electronic mailing list and which combines all exchanged emails during a time period (e.g. day, week, month, etc.) or when a volume limit is reached (e.g. every 10 or 100 messages) into one single message.

Double Opt-In – The recommended method of building an email list, it requires subscribers to confirm their opt in by clicking a link in a confirmation email or responding to the confirmation email in some other way.


Email Campaign – An email or series of lead nurturing emails designed to accomplish an overall marketing goal.

Email Click Through Rate – A way of measuring the success of an email campaign by the number of users that clicked on a specific link.

Email Filter – A technique used to block email based on the sender, subject line, or content of an email.

Email Marketing – Directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing.

Email Marketing ROI – A metric used to measure the overall effectiveness of a marketing campaign to help marketers make better decisions about allocating future investments.

Email Marketing Open Rate – Percentage of subscribers who opened an email.

Email Sponsorships – Buying ad space in an email newsletter or sponsoring a specific article or series of articles. Advertisers pay to have their ad inserted into the body of the email.


False positive – A false positive occurs when a legitimate permission-based email is incorrectly filtered or blocked as spam.


Hard Bounce – A hard bounce is the failed delivery of an email due to a permanent reason like a non-existent, invalid, or blocked email address.

Honey Pot – A planted email address by organizations trying to combat spam that, when a spammer harvests and emails, identifies that sender as a spammer.

House List (or Retention List) – One of your most valuable marketing assets, it’s a permission-based list that you built yourself with opt-in subscribers.

HTML Email – Sending HTML email makes it possible to get creative with the design of your emails.


IP Warmup – Sending a progressively increasing number of emails out of an IP address in order to build the IP’s reputation.


Landing Page – A lead-capture page on your website that is linked to from an email to provide additional information directly related to products or services promoted in the email’s call-to-action.

Levels of AuthenticationA way of establishing a sender’s identity, and ensure the sender is allowed to send from a given domain.

List Segmentation – Selecting a target audience or group of individuals for whom your email message is relevant. A segmented list means a more targeted and relevant email campaign, thus a higher response rate and less unsubscribes and spam reports.


Open Rate – The percentage of emails opened in an email marketing campaign, or the percentage opened of the total number of emails sent.

Opt-In (or Subscribe) – To opt-in or subscribe to an email list is to choose to receive email communications by supplying your email address to a particular company, website or individual thereby giving them permission to email you. The subscriber can often indicate areas of personal interest (e.g. mountain biking) and/or indicate what types of emails they wish to receive from the sender (e.g. newsletters).

Opt-Out (or Unsubscribe) – When a subscribers chooses not to receive email communications from the sender anymore, and requests removal from your email list. It is legally required that you provide a clear way to opt out in every email you send.


Personalization – Adding elements to your email that are personalized based on information you already know about them. It could refer to addressing the recipient by name, referencing past purchases, or other content unique to each recipient.

Physical Address – The physical, street address of the company sending the email, usually found in the footer of an email. Its inclusion is a legal requirement for all email marketing.

Plain Text Email – An email sent without HTML. You should always give your recipients the option to read emails in either HTML or plain text for better readability.

Privacy Policy – A clear description of a website or company’s policy on the use of information collected from and about website visitors and what they do, and do not do, with the data.


Read or Open LengthA measure of the length of time a person opens the email until they close it.

Rental List (or Acquisition List) – Not a recommended email marketing technique, it is a list of prospects or a targeted group of recipients who have opted in to receive information about certain subjects, usually targeted by something like interest, profession, or demographic information.


Sender ScoreA free service of Return Path, it’s a reputation rating from 0-100 for every outgoing mail server IP address. Mail servers will check your Sender Score before deciding what to do with your emails. A score of over 90 is good.

Shared IPA less costly option than a dedicated IP address, it is an IP address from which many people send emails.

Signature File – A tagline or short block of text at the end of an email message that identifies the sender and provides additional information such as company name, physical address, and contact information.

Single Opt-In – A single opt-in list is created when users sign up for email communications, but don’t confirm the action. This means they can be signed up for a list by someone else, and as such is not a recommended way to build a healthy email marketing list.

Soft Bounce – A soft bounce is the failed delivery of an email due to a temporary issue, like a full mailbox or an unavailable server.

Spam or UCE (Unsolicited Commercial Email) – Email sent to someone who has not opted-in or given permission to email to the sender. Over 90% of email sent is classified as spam.

Spam Cop – A paid spam service that plants their own emails and monitors who harvests the address and spams it.

Spam Trap – An email address that was once valid, but no longer is. If you email this address, you’ll receive a hard bounce notice. When the mail server sees consistent traffic going to the dead email, however, they can turn the email into a spam trap. It will stop returning a hard bounce for the known bad address, and instead accept the message and report the sender as a spammer.

SPF – Short for ‘Sender Policy Framework’, it’s a DNS record that says on whose behalf an IP or domain sends email.


Transactional Email – A message sent to an individual subscriber in response to that person making a transaction, such as a purchase (e.g., order confirmation emails, shipping notification emails, etc.) or an administrative request (e.g., password reset email, email address change confirmation email, etc.)


Welcome Email – A message automatically sent to a new subscriber just after they’ve opted in that welcomes them to your email program and seeks further engagement.

Whitelist – Instead of listing IP addresses to block, a whitelist includes IP addresses that have been approved to deliver email to a recipient.

Win-Back Email – A message sent to an individual subscriber in response to that person having not engaged with your emails or made a purchase in a long time in an effort to get them to engage and make a purchase again.

5 @unbounce Landing Page Email & Text Message Hacks


5 Unbounce Landing Page Email & Text Message Hacks (w/video breakdown)

Unbounce is great for testing landing pages and capturing leads. But if you want to boost conversions, a few clever email marketing and SMS marketing hacks can help.

Want your Unbounce form submissions to get an email after they download your content? Done. Send a text to remind them about your upcoming webinar? Done and done!

Just about any message you want to send to your Unbounce landing page leads can be set up in under 3 minutes for a quick boost to conversions.

We’ll show you how to do it for FREE and a share other ideas to help you boost your landing page conversions.

First let’s show you how to set it all up and then go over a few hacks.

The 3-Minute Set Up

For this tutorial, we’re going to connect Autosend (it’s free) and Unbounce together (it works like a smart flexible Unbounce autoresponder). Autosend will automatically send the messages to any new sign up on your Unbounce landing page.


The Email & SMS Unbounce Landing Page Hacks


How to Send Text Messages to Your Unbounce Leads:

Text messages have a 98% open rate. And as we know, people actually like text messages from businesses – so why not send them?

1. Text your Unbounce submissions a follow up message


Use SMS to follow up with leads and get them to the next step of your funnel. Send leads invites to webinars, offers for personalized demos and consultations, or just an easy way for them to get in contact with your business.

2. Send your Unbounce leads SMS event reminders


Are you using Unbounce for webinar and other live event signups? Chances are most of your signups will be no shows. Send automated SMS messages before the event to get more people to show up.


How to Send Automated Emails to Your Unbounce Leads:

1. Email your Unbounce leads after they download your lead gen

If you use Unbounce for your content offers, send an email after your new lead downloads your content. You can use this message to ask for feedback, thank them for downloading, and show them new content.

2. Email your Unbounce leads a thank you message


Send an email a few days later to thank your leads and take this opportunity to ask if they need any help or offer more resources.

3. Email your Unbounce leads time sensitive offers


Want your leads to take action? Send them a time sensitive offer via email. Make sure that what you want them to do, in clearly stated in the email. Keep your email subject line and call-to-action focused and clear.



Book Review: 100 Days of Growth By Sujan Patel & Rob Wormley


Book Review: 100 Days of Growth By Sujan Patel & Rob Wormley

As an entrepreneur and founder of a growing startup, I’m constantly on the hunt for strategies that I can use to move the needle. The problem is, there is a TON of information out there on business growth. With hundreds of new blog posts being published by self-described “growth hackers” every week, it’s not always easy to know where to start or who to trust.


As a rule of thumb, when looking for tips on how to grow my business, I tend to only pay attention to people who can back their ideas up with actual case studies, examples, or personal experience.


That’s how I ended up stumbling across and reading a new book called 100 Days of Growth.


Book Overview:

100 Days of Growth is written by marketing experts Sujan Patel and Rob Wormley. Sujan is an entrepreneur and digital marketer with 10+ years of experience helping companies like Sales Force, Sony, and Mint, with growth. His co-author Rob is a content marketer with 7 years of experience developing strategies and writing conversion-driven copy for best-selling authors and brands.


I first came across the book back in December while looking for new growth ideas on Growth Hackers one day. After reading a description of the book, I knew it was something I needed to get my hands on.


I pre-ordered the book that day and anxiously waited for the January launch date to approach.


Last Thursday, that day finally arrived. 100 Days of growth was delivered to my inbox, and I wasted no time diving right in. I finished the book cover to cover over the weekend. After going through it, I can honestly and gladly say, it was well worth the investment. It’s a book that I would highly recommend to anyone looking for proven tactics to quickly get s.


Who This Book Is For:

The book is for marketers, aspiring entrepreneurs, or startup founders who are looking for new ways to build online brand awareness, boost web traffic, connect with more prospects, and land more customers. It’s specifically written for entrepreneurs who manage SaaS startups, app companies, or other web-based businesses.


It’s not an introductory book into the concept of growth hacking, nor is it overly advanced. It’s perfect for someone who is looking for a wide range of tactics and strategies that can be implemented during all the different phases of business growth.

What I Liked:

What I really liked about the book was how easy it was to digest. It’s got a great format. The book is about 105 pages long and as promised, includes 100 different growth tips. Each tip exists on its own page, and each page includes:


  • the name of the tip
  • a brief introduction
  • examples of use
  • 3 steps on how the tip can be implemented
  • 3 articles that can be read for additional help or clarification
  • 3 recommended tools


The book is packed full of value, but it’s organized in a way that still makes for an easy and enjoyable read.

What I Loved:

What I really loved about this book was that it didn’t just offer the same vague growth tips that you see in a lot of other growth hacks blog posts online. Instead, each tip included real-world examples that you could look at, links to case studies, the tools needed to implement the tips, and the steps to get started. It was easy to tell that Sujan and Rob meticulously researched every tip in an effort to give readers as much value as possible.


It’s a format that I really appreciated, because it allowed me to easily skim through the book once, make notes about tips or examples that stood out to me, and then come back later to spend more time diving into them and figuring out how I can apply them to my business.

Where To Get It:

The book is on sale now for $27 (as I mentioned, well worth the price). You can buy it directly by going to 100daysofgrowth.com.



9 People To Help You Grow Your Business in 2015

data-driven marketing tools

9 People That Will Help Your Business Grow in 2015

Let’s be frank. Every founder, marketer, and growth hacker’s resolution this year is to grow their business. So let’s help you get started.

We’ve assembled a list of nine people you should follow to help you take things to the next level. Let the growth begin!


sujan patel

Sujan Patel
Focus: Growth Hacking

If you’re looking for practical, easy growth advice, Sujan’s your man. Sujan has over a decade of marketing experience and shares advice like how to use customer service to increase conversions and how to get better results from your content marketing on his personal blog SujanPatel.com. If you need proven ideas to help you grow, grab a copy of Sujan’s new growth hack book 100daysofgrowth.com. He lays out 100 of his best growth hacks ideas you can put in to action each day.

P.S. Sujan’s giving away 10 copies of his book for free here 


lincoln murphy

Lincoln Murphy, Sixteen Ventures

Focus: Growing SaaS Companies

Lincoln Murphy is a pure SaaS genius (I’ve once referred to him as the ‘SaaS Whisperer’ and I stand behind this). Every question you’ve ever had about growing a SaaS company is answered on his blog. If you want to know the the truth about how to handle pre-pay renewals, optimizing your enterprise pricing page, and how to cut churn with growth hacking from someone with experience, just follow him and take notes.


heather morgan

Heather Morgan, SalesFolk

Focus: Writing Cold Emails that Make You Money

If you’re venturing into the cold world of cold emailing, you need Heather. This economist turned cold emailing queen breaks down everything it takes to craft an email that makes you money. Heather’s awesome blog covers actionable tips about cold email and outbound sales. Need some quick wins? Check out Heather’s posts on how one cold email got 16 new B2B customers, the one line never to use in your cold email, and how to write an email that will never be ignored.


greg ciotti

Gregory Ciotti, HelpScout

Focus: Using Psychology to up your Content Marketing


Gregory is the content marketing lead at Help Scout and despite fierce competition in the helpdesk software space, has built a content marketing machine that fueled 678% growth. If you want to know how to make your content marketing pay divendeds, follow his personal blog at Gregory Ciotti.


Dan Norris, WP Curve/Helloify

Focus: WordPress, blog conversion

Dan’s knowledge of content marketing and WordPress can help you use WordPress and optimize your blog for conversions. Learn how to be data-driven about customer service, and create life-long customers from Dan on the Helloify blog.

Ryan Battles

Focus: SaaS growth

If you’re trying to grow a SaaS startup, Ryan can teach you how to build a growth machine by finding your ideal customer and their pain points, creating a marketing site that converts visitors, and choosing the right kind of analytics as you gain traction. He’s also writing a book about SaaS growth marketing.


Danielle Morrill, Mattermark

Focus: Distribution Hacking

Danielle coined the term distribution hacking, which is marketing that creates an unfair advantage for businesses. Danielle’s forte is teaching businesses how to get attention. On her blog, she teaches you  how to launch the right way, how to use targeted customer acqusition to grow, and how to get press with a small budget.


Justin Mares

Focus: Gaining Traction

Justin was formerly Director of Revenue and Growth at Exceptional Cloud Services  (later acquired by Amazon) and has created many digital products like an online course to teach marketer’s SQL. Justin blogs about topics like competitive research for startups and SaaS pricing and with Gabriel Weinberg wrote Traction: A Startup Guide to Getting Customers to help early stage startups.

Nathan Latka from Heyo

Focus: Acquiring Customers on Facebook

Nathan helps small businesses acquire customers on Facebook. Learn how to double your email list from Facebook, run Facebook contests that convert, and stay up to date with what small businesses need to know about Facebook. The Heyo blog is a valuable resource for in depth guides on expanding your organic reach on Facebook and using email marketing and Facebook together.



How To Update Your Mobile App’s Look Without Designers


17 Black Friday & Cyber Monday Deals For SaaS & Mobile Businesses

Ah, the holidays are here again. Time to hang the stockings, eat lots of turkey (or Tofurky), and grow your business! Black Friday and Cyber Monday shouldn’t only be about camping outside of Best Buy or feeling guilty when that credit card bill rolls around. Why not divert some of that money toward helping your SaaS or mobile business grow now and after the holidays?

That’s why we’ve compiled a list of the some of the best Black Friday and Cyber Monday deals to grow your SaaS and mobile app business.



Gleam – Create a Robust Referral Program in 1 Minute

Gleam let’s you easily create a referral program for your website without code. In as little as a few seconds you can have a robust referral program that encourages users to share your link and drive new users to your website.

The Deal:

The deal will be available starting Black Friday-Cyber Monday (Nov 28-Dec 1). Visit gleam.io and simply purchase the Growth plan on these dates to take advantage of this deal.

sniply screenshot

Sniply – Attach a CTA to Every Page You Share

Sniply is a powerful online marketing tool that allows you to attach your own call-to-action to every page you share, allowing you to drive conversion through shared and curated content.

The Deal:

Sniply is offering a 20% lifetime discount for Black Friday and Cyber Monday. Redeem this offer by visiting http://snip.ly/upgrade/?cpn=sniplyfan or entering “sniplyfan” as the coupon code at http://snip.ly/upgrade


Autosend – Send Behavior-Based Messages to Your Users

Autosend helps you convert and retain users of your website or mobile app with automated behavior-driven messages. So when John signs up for your SaaS product you can send him a personalized welcome email a few hours later from your email address.

The Deal:

Visit Autosend.io on Cyber Monday and sign up for the standard plan the day of the sale and get 50% off for the life of your subscription.

kanban tool

Kanban Tool – Workflow Tool

Kanban Tool is a visual process management solution that helps teams to work more efficiently, visualize workflow, analyze and improve business processes in line with Kanban method. Affordable pricing lets you scale as your business grows. Plans range from free to enterprise level, and everyone will find a good fit.
The Deal:

By signing up on this website: http://kanbantool.com/black-friday-cyber-monday you get a free trial, and a 33% discount for the next 3 months, whichever Pricing Plan you decide on. All automatic, no codes – just register via this website.



SEMRush Pro Account – Find Keywords for Your Google Ads

SEMRush is a tool create by SEO/SEM professionals for SEO/SEM professionals. SEMRush helps you find the best keywords for your website and Google Ads.

The Deal:

This promo code allows you to use SEMRush Pro account free of charge for 14 day. The code is active for a week from today. Visit https://www.semrush.com/product/order/136.html?promocode=SEMRUSH-92XTY4R7 for the deal




Leadfeeder – Sales Lead Gen Tool

Leadfeeder is a sales lead generation tool that shows which companies visit your website and what they do there. Turn your website visitors into sales leads with Leadfeeder and Google Analytics.
The Deal:
Use code BLACKFRIDAY2014 on http://www.leadfeeder.com/ when purchasing a Leadfeeder subscription between Black Friday and Cyber Monday. Get a special lifetime 10% discount.

Pagewiz – Build A Landing Page Easily


Pagewiz enables you to have a landing page campaign up & running on the web. Choose a professional template to swiftly customize text and images, save & publish to a plethora of new customers.

The Deal:

To redeem visit their landing page about it on the top bar on our website. Just copy the coupon code from the landing page and paste it in the right field upon upgrading your Pagewiz plan. It will provide you with a $28 discount off of every plan you choose.


HuliMail – Get Data From Your List’s Email Address

HuliMail takes an email address (or a batch of email addresses) and shows you their LinkedIn, twitter and other profiles. It can even alert you the instant someone signs up if they look particularly interesting.

The Deal:

Sign up now at https://hulimail.com/CreateAccount/earlyAccess and get 20% off any purchases made before the end of November (I’ll throw in any purchases made on the first of December as well for anyone who missed the opportunity over the weekend). Simply signup at the above URL and any emails you get researched or subscriptions purchased will get 20% off.


MailLift.com – API For Handwritten Letters

MailLift handwrites letters for business. 1000+ businesses trust MailLift to mail handwritten letters. Personal touch is more important now than ever. With marketing automation integrations and API access, automating personal touch has now never been easier.

The Deal:

Visit Maillift.com and get 30% off Business Class Letters + Free Marketing Automation Integration.


Long Tail Pro – Find Keywords for Your Site

Long Tail Pro helps businesses find keywords that they can use to get traffic
to their website and find more customers.

SaaS business can add an inbound marketing channel to draw people into their website by creating content that is focused on the right keywords. It saves any business who is serious about inbound marketing a ton of time.

The Deal:

Visit www.longtailpro.com from FridaySunday and no code required. Normal Price is $97 and we are dropping it to $47 for 3 days.



Loop 11 – Online Usability Testing

Loop11 is a web-based user-experience testing tool, allowing companies to conduct online, unmoderated user testing. Loop11 provides the ability to gain detailed insights and understandings of user behavior. Understand how visitors interact with you website / software and use these insights to create a more user friendly product.

The Deal:

Simply visit http://www.loop11.com/and enjoy 20% off annual license and single test purchases. Create an account and use the code “LOOP20” at checkout.


Iubenda – Create a Privacy Policy, Instantly

Iubenda helps you generate a privacy policy in minutes. It’s beautiful, easy to use, and helps you save thousands compared to attorneys.

The Deal:

Visit Iubenda through 9AM GMT Dec 1, 2014 for 50% off a yearly plan Pro license for privacy policies in French, Portuguese, Spanish, and German.


Mention – Real-time Brand Tracking

Mention is a media monitoring app combining web and social networks.
Start listening to what’s being said about your brand real time. React quickly, collaborate, and analyze your online presence.

As a SaaS business you ought to monitor your brand more than any other business. Mention is your tool for that. Engage with your customers, monitor your competitors.

The Deal:

Visit Mention to get 35% off all our plans, today only. Can be combined with annual discounts. New customers only.



Copyhackers eBook Bundle – Learn How to Write Better Copy

The Copy Hackers eBooks will teach you everything you need to know about copy
Learn how to write stuff that drive sales and get high conversion rates

The Deal:

Simply visit http://www.appsumo.com/copyhackers-blackfriday/ on Nov 28 and buy the Copyhackers eBook bundle for 70% off.


Traklight – ID Your IP

ID helps you capture the intangibles that enhance your company’s full potential value and minimize business risk. Answer the questionnaire to receive a set of dynamic reports—your first step in crafting a valuable IP strategy—and continuously update it for a whole year.

The Deal:

Visit http://www.traklight.com/identify-ip and click on Start Now. ID your IP is $59 on Cyber Monday, down from $199 which is a 70% discount.


CleverZebo – Improve Conversions w/Ads + A/B Testing

Focusing on holistic conversion optimization through A/B testing & paid advertising, Clever Zebo is a team of hands-on marketers who deliver revenue.

The Deal:

Simply visit http://cleverzebo.com/partners/black-friday-cyber-monday-deal/ and go to the landing page & submit the form for a free Audit.

The audit & consult will provide you with effective insights on how to improve the conversion rates of your paid spend & increase signups.


AllProWebTools – Custom Website Design & Marketing

AllProWebTools is the all-in-one software solution designed to streamline your small business. With an integrated platform and suite of tools including: Web Hosting, SEO, Email Marketing, CRM, Campaign Reporting, Inventory Management, Online Sales, Timecards, Invoicing and much more.

The Deal:

Visit allprowebtools.com or call at (720) 464-0001. Use Coupon Code:Cyber50 to get $1000 Custom Web Site + $500 Free Marketing – can be listed. Valued at $2,495, this is a must have package for small business owners or start-ups.


Online Backup Vault – Secure Online Backup for Business

OnlineBackupVault provides secure online data backup solutions since
2007. We backup servers, workstations, laptops etc.

The Deal:
A 50% coupon for all online backup business plans. Coupon code is tgiving2014. All business plans includes agents for Exchange, SQL, Lotus, Open File,
Local Backup and more!

More deals hereCyber Monday Business Deals


13 Marketing Tools for Data-Driven Marketers

data-driven marketing tools

13 Marketing Tools for Data-Driven Marketers

Today’s marketer needs lots of data to make smart decisions to drive growth. The problem is, valuable data is hard to get without coding skills.

If you ever want to know which content drives sales, which lifecycle emails convert users into customers, or which incentive in your referral program actually works, you need the right tools to do the job.

Here are 13 tools that will help data-driven marketers do a better job without bothering their programmers.

popcorn metrics 

Popcorn Metrics – It seems like every marketing tool needs some sort of code install. And even after begging your developers to install them, there’s always changes that need to be made. Luckily, Popcorn Metrics solves this problem. Popcorn Metrics is a tool that helps marketers install new analytics tools without a developer. So any new analytics or email tool you want to use on your website you can set up yourself. Segment.io is another option you can use.

referral marketing software - referralsnip

Gleam – Referral programs are the go-to “growth hack” for many companies (think Dropbox, Instacart, Dollar Shave Club). But most referral programs are hard to set up, especially if you want valuable data from them. Gleam solves this by making it easy for anyone to set up a robust referral program in minutes. WithGleam you can build your own referral program snippets and add them to your lifecycle emails, landing pages, email newsletter sign up thank you pages, post-purchase pages, and more. Once live, you can A/B test, get data on which channel drives the most referrals, and see what drives the most conversions.

Screenshot 2014-09-21 12.50.25

Autosend – Lifecycle marketing (particularly email marketing) has graduated from a nicety to a must-have. But you can’t understand it’s true value without amazing analytics. Autosend solves this. Autosend helps you send lifecycle email and SMS messages at the right to your customers based on their actions. You can get great data on open rates and click rates, segment and send messages to certain groups that meet certain criteria, and get a detailed report on your best performing messages.



Lucky Orange – If you’re part of a small team, chances are you don’t have a dedicated team to help you keep track of how customers behave on your site. This is a perfect job for Lucky Orange. Lucky Orange shows you exactly how many people are on your site right now and how that compares to the past. You can quickly compare historical statistics and see what keywords, locations, referrers, tweets, languages, etc. are driving traffic and behaviors on your site.  For alternatives, try Loop11 or MouseFlow.


Getmetrics – Need better information about what’s going on in Stripe? Getmetrics can do the job. Getmetrics shows an overview of your revenue, fees, charge backs, and more. You also get one-click access to information about customer downgrades, upgrades, or trial conversions. All this data is available without building your own dashboard or signing into Stripe everyday. If you need an alternative, Baremetrics is another tool that can help.


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SurveyGizmo – Quantitative data is nice, but qualitative data is awesome! Unfortunately, getting this valuable feedback is hard since the traditional way is on a website or through email. SurveyGizmo changes this. SurveyGizmo helps you distribute your online surveys using email invitations, Twitter, Facebook, and other social media – all from within SurveyGizmo. And not only do you get more ways to collect data, your can create super-interactive surveys that validate your respondents’ answers.


Fullcontact – Your customers, email subscribers, and users are more than a number. And you can get the data you need to find out exactly who they are with Fullcontact. Fullcontact helps you learn more about an email address. You can find out the name, age, location, twitter handle, title, and more with only the email address of any new person in your database.


Litmus – Knowing your email marketing open rates and click rates are great. But what if you could see how long people read your email, which device was used to read it, and get details about how many times it was forwarded? You can with Litmus. Litmus is a beautiful and simple tool that helps you test and measure your email marketing. Almost anything you want to know about what happens after your email is sent, Litmus can tell you.


4 Easy Ways Boost Email Marketing Engagement


4 Easy Ways Boost Email Marketing Engagement

Email marketing is getting more popular. And it’s getting harder and harder to stand out in the inbox.

Besides writing engaging, interesting, on-topic emails, here’s a few quick tricks you can use to make your customers and subscribers take notice.


Increase Email Marketing CTR & Open Rates with Surprises


Scratch-It is basically a lottery-scratch off for emails.

You can take any image, add another on top of it, and let people “scratch it” to reveal a surprise underneath.

You can use it share coupons in an interesting way, company news, and anything else you can imagine.

Scratch-It is more than a pretty face. Some Scratch-It users have seen 169% increase in click to open rates AND a 200% increase in conversions.

It’s beautiful, engaging, and a conversion booster. Nice!

Also, if you’re texting your customers (and you should be) this would be something interesting to text your customers. I’ll be testing it out in the email, texts, and push notifications we send to our users soon, I’ll let you know how it goes.


Boost Email Marketing Engagement with Questions


click insights

Click Insights is a dead-simple way to ask your users, subscribers, and customers questions by email.

You simply create the survey. Copy and paste the embed HTML code into your email. Then send out your email and watch all the amazing feedback come pouring in. The entire process probably takes about 3 minutes.

We’ve use it here at Autosend. It’s helped us re-engage trial users that I’m sure forgot about us and get super valuable feedback to optimize Autosend’s website and app. Most importantly, it helped start more conversations with our users.

It’s pretty freakin’ insightful.

Boost Email Marketing Sales with Animated GIFs


Animated GIFs are nothing new. In fact, their quite old. But for some reason, a good ‘ole animated GIF just makes an email so much more engaging.

There are two ways to go about using animated GIFs in your emails.

You can make your own using tools like:

  1. Gifbrewery – Mac
  2. Giffer – iOS
  3. Cinemagram – iOS and Android
  4. Photoshop – Mac and PC
  5. Recordit.co – Mac and PC

Or you can find some awesome animated GIFs on sites like:

  1. GIPHY
  2. Mr-gif
  3. gifgifgifgifgif

Again, adding interactivity to your emails with GIFs isn’t just about fun. One study showed that adding an animated GIF to an email resulted in 12% more sales.

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Boost Email Marketing Engagement with Video


Sharing Video with Email

Video is everywhere, but a lot of marketers aren’t adding them to email.

Spice things up, get people in engaged, and pop one in your email.

A study by Experian showed that adding video to emails boosted email open rates by 13% and improved conversions by 21%.

These kind of numbers are big wins for marketers, but they don’t come without their problems. Some email clients don’t play nice with video, so you have to test to see what works with a tool like Litmus or Email on Acid.

Wisita also has a helpful write up on using video in your email marketing campaigns. Make sure to check it out.

There are clearly more ways to make your emails more engaging. These are just some quick wins that will help you make your emails stand out and help boost your email marketing conversions.


How to Help Your Users & Customers Before They Ask


Use These 2 Tricks to Help Your Users & Customers Before they Ask

Prompt, amazing customer service is a must today. If you don’t have it, you might as well stop what you’re doing. Seriously, it’s that important.

Don’t believe me? Here are some interesting stats:

So how do you provide amazing customer service, before your users and customers ask for it…automatically?

With trigger-based emails and text messages.

Here’s how you set it up two preemptive customer service messages.

Email Someone That Gets “Stuck” in Your App or Website

There’s always going to be customers that get confused by things in your app or on your website. No matter how many help videos, FAQs, or improvements to your user experience you make, this will happen. And it’s ok, because you have smart emails 😉

Before the customer has time to email a question to you, you can set up an automatic email to go to them as soon as you notice they’re having trouble.

Simply set up a trigger on your website or in your app to detect when someone’s having problems.

Screenshot 2014-09-04 11.34.32

You can do this by saying, if someone spends more than :30 seconds on our account page (which we will pretend for this example is twice as long as others spend on the account page) then send an email to ask if they need help.

The email could look something like this:


Hey {{Customer FirstName}},

Can I help you change something on your account settings page? We have this FAQ question http://fakeli.nk that can walk you through a few things, but I’m also available to help if you need me. Just hit reply and let me know, I’m here to help!

-Ashli @ Autosend.io


Text Your Customers When they Visit Your FAQ

What if you could automatically reach out to your users and customers that are looking around on your FAQ page for help on a specific question?

It’s possible if you set up a trigger-based text message.

All you have to do is set up a trigger on your FAQ page to text a customer when they view a question.
Screenshot 2014-09-04 11.45.52

But instead of sending a general text, asking if they need help, you can detect which question they looked at and AUTOMATICALLY send a text to further help them with that exact question.

The text message would look something like this:


Hey {{Customer FirstName}}, I see you may need help with {{data FAQviewed}}. Here’s a video on that exact topic http://fakeli.nk. You can also just text me back with any questions. Let me know.

You can even make it more targeted and only trigger the text message to send when someone visits your FAQ page on their mobile device. That way, you know they’re on their mobile device and more willing to text with you.

So that’s just two ways you can automatically reach out to your customers and users before they ask for help. There are plenty of other creative ways to set this up.



How to Grow Your App Business with Lifecycle Marketing


How to Hack Your App Business Growth With Lifecycle Marketing

Even if you don’t know what “lifecycle marketing” is, you’re probably doing it in some form or fashion.

Lifecycle marketing is simply a form of “marketing” that you use to help your customers as their needs change.

Luckily, lifecycle marketing isn’t hard, but a lot of web and mobile app companies get it wrong.

So how do you do it the “right” way? How do you use lifecycle marketing to grow your business without bugging the heck out of your customers?

Luckily, we asked Lincoln Murphy (who I call the “SaaS Whisperer”) how app companies can get better results from the messages they send to their users.

All I have to say is…you’re going to want to take notes.

Read on to learn more about the exact lifecycle marketing messages you can send your users, when to send them, and the thought process you need to truly convert customers into loyal (paying) fans with your messages.

If an app business had to send just three lifecycle marketing messages to their users and customers, which messages should they be and why?

I have to preface my answer with this:

Don’t just contact prospects, customers, and users three times.

Contact them often; in fact, I suggest being a bit more aggressive than you’re comfortable with initially (you can always throttle-back later).

As long as you’re providing value – and you should ALWAYS be providing value – you’ll be just fine (spam perception-wise). But, if you aren’t being positively aggressive, you’ll very likely miss out on opportunities.

That said, here are three events that I think are very important and warrant a message – all of these are using my “Customer Success Bot” method (PDF) BTW – but these are just 3… not the only three!

Send an Email, Text, or Push Message to New Trial Users


Right after they sign-up for your trial, to let them know you’re there if they need you (during a trial most people think they aren’t eligible for support)… and to start a conversation (by ending the brief message with an open-ended question)

Psssttt…Here’s 15 User Onboarding Hacks with Email, SMS, and Push

Send an Email, Text, or Push Message to Ask New Customers About Their Goals


Right after conversion to paid, reach out and ask them what their goal is; what do they wish to achieve with your product. What does “success” mean to them?

Send an Email, Text, or Push Message to Users That Don’t Convert


Why didn’t you buy? (3 days after trial expires or immediately after they opt-out of a Free Trial before it converts) … prospects that don’t convert are taking a ton of intel with them when they leave… try to get some of that.

Need more ideas on how to text your users, here’s 8 Ways You Can Use Text Messages to Talk to Your Customers

How would you use email, text messages, and push notifications to meet goals?

The goals I would try to reach are those of my customers, not my goals.

That’s a critical distinction that must be made. The secret, of course, is that if our goal is growth, higher customer lifetime value, etc. making sure our customers are successful is a great way to reach our goals!

You then use the different messaging channels to drive your customers toward success. Consider what the next logical step is for them based on where they’re currently at, and use the appropriate message medium to move them along the path to success.

If you know that your customer defines success with your hypothetical ad management platform as having increased efficiency of ad spend – getting better results for the same amount of money, basically – then success is not achieved for them by simply placing another ad.

Do you see the distinction?

Functional use of the product – placing an ad – is not the same as achieving success. So how do you move them toward success? How can you help them reach the goal of not just placing ads, but getting better results? Figure that out and use the appropriate channel to make that happen.. and you win.

Too many SaaS companies stop at functional completion… and then wonder why customers who are using their product a lot suddenly churn out. But they were successful! Clearly, they weren’t.


What do you think most SaaS companies get wrong when messaging their users?

There are two main things I see SaaS companies doing wrong in their messaging:

1. They create dead ends – A “dead end” is anytime you tell a user something – a status update or a metric – but don’t tell them what to do next to improve or capitalize on what you told them. Whether it’s good news or bad, don’t just tell them something happened… tell them what to do with the information you’re giving them so they can improve their position… even if their position is good.

2. Not understanding customer goals and driving toward those – this is going to be a theme here, but it’s true. Most of the time SaaS vendors try to drive toward their goals for their customers rather than helping the customers along a path toward success.

More on this everywhere else in my answers. :-)


When is an email, text message, or push notification not enough to reach your user, when should you just pick up the phone and talk to your users?

It depends… if those other modalities aren’t doing the trick, you have to take a step back and look at things objectively.

Is it the medium that you’re using or the message itself?

It’s easy to say those aren’t working, let’s pick up the phone and call (which, in my experience is almost never the next logical step… stopping all communication is what most people want to do), when it might not be that they’re not good channels… but that your implementation therein failed to produce results.

It comes down – like most things – to really understanding your customers and their users.

For instance, you need to know how they like to be communicated with – the medium – and what they’re trying to achieve with your product – the goal. Now how can you use their preferred medium to help them achieve their goal.

Notice, I said “achieve their goal” not just “use your product.”

Use that preferred medium to also send helpful tips and tricks and thought leadership and tools and links to them that will help them be successful, not just in *using* your product, but in achieving their goals.

If they start seeing that channel and the messages from you that come across that channel as being high-value and super-helpful… then you’re golden.

If they see the messages coming across that medium as only about you and your product – especially if they aren’t really engaged yet or you have a fragile relationship with them (perhaps they’re early in a Free Trial), then they may just opt-out of your messages (or even your app) and you’ll lose ‘em forever.

That said, if a phone call is the most appropriate option – both from your point of view AND the customer’s – then pick up the phone and call. Some industries, this is expected and wanted. Some markets this is a non-starter. Know your customer.


What stage of the user lifecycle do you think web and mobile app companies should talk to users the most?

I like to front-load communication, especially during the Free Trial or – if they “buy now” then during the initial on-boarding / engagement process.

And just like before, I suggest starting out more aggressive (in a positive way) than you feel comfortable with and throttling back from there if necessary.

That said, your communication level should be congruent with the expectations, requirements, interest of your customers.

There’s some psychology at play here that says people like to do things that are congruent with actions they’ve already taken.

So if someone downloads a whitepaper, get them to sign-up for a webinar.If they come to the webinar, get them to download a case study. If they download a case study, get them to watch a demo of the product.

If they watch a demo, get them to start a Free Trial. If they start the Free Trial, get them to take certain actions so they get to a point where becoming a paying customer is the most logical next step. When they reach that step, make them an offer to convert to a paying customer.


Start your own lifecycle marketing campaign FOR FREE now

About Lincoln Murphy

Lincoln Murphy is Customer Success Evangelist at Gainsight and is driving thought-leadership in the areas of Customer Success Management, customer retention, churn mitigation, and expansion revenue. Since 2008, as Managing Director of Sixteen Ventures, Lincoln has helped 300+ SaaS companies rapidly improve customer acquisition and retention to create efficient engines of growth.


What is Trigger-Based Email?


What is a Trigger-Based Email?

A trigger-based email is an email that’s automatically sent to someone based on what they do in your web or mobile app.

I’ll give a few examples.

When Jill signs up for a free trial on your site, you can automatically send a welcome email 10 minutes after she joins.

If Jill visits your FAQ page, you can send an email to help her before she asks.

When Jill has 2 days left in her trial, you can remind her to upgrade, automatically.

Here’s how to set one up:

First, choose the event you want to trigger an email, like someone joining your site.

Now schedule a time to send the email, like 5 minutes after they join.

Then write your message.

Now, each time someone joins your site, they’ll get a welcome email, automatically.

Here are three trigger-based emails you can set up in just a few minutes to start sending to your web and mobile app users:

Welcome Email

Welcome emails are the foundation of trigger-based emails. They are pretty much the must-have email for every web and mobile app business.


64% of people expect a welcome email. In fact, the average person expects a welcome email within 15 minutes.

If you don’t have one, you could already be ruining the relationship between you and your users. You don’t want that.


Here’s an example of a welcome email: (feel free to copy and paste 😉

Hey {{Customer FirstName}},

Thanks for using Notes App. We can’t wait to see how easy it is for you to take notes on the go.

The first thing you’ll want to do is sync your Dropbox folder so we can add the notes you already have.

I’ve included a link to a video on how to do this. There’s also detailed directions available there if you need them.

Let me know if you need help. And thanks again for trying Notes App.

This welcome email is simple and to the point. It welcomes your user, thanks them for using the app, and tells them the first thing they’ll need to do to use your app.

Inactive Users Email

Did you know if a user doesn’t actively use your app for at least  3 days, they’re less likely to convert?

So it’s your job to make sure they remain active during your trial.


To do this automatically with email, try this:

Hey {{Customer FirstName}},

Just reaching out to see if you need anything. I see you used Notes App {{data lastUsedDays}} days ago and you haven’t used it since.

Is there something I can help with? Is there something we can improve?

Please let me know, so I can help. Just hit reply and I’ll help with anything.


Even if you don’t get this user back in your app, the feedback they’ll offer could prove invaluable.

Just set this email up and watch your user activation and feedback go through the roof!

Upgrade Trial Email

Unfortunately, most of your users won’t just sign up, buy your app, and start using it without questions.

They’ll need a bit of follow-up to even get them out of your trial.

To do this, you can set up a trigger-based email to go out a few days into their trial to remind them upgrade.


Here’s an example you can use:

Hey There {{Customer FirstName}},

I see you’ve been using the Notes App for {{data daysUsed}} days now. It’s exciting to see how much you’ve been able to get out of it.

I’m checking in to see if you have any questions. You haven’t upgraded to get all the features yet, and I’m just trying to find out if it’s because you need help with something.

If you don’t need help, do you mind if I send you a promo code to get 10% off your first month? This would give you immediate access to the features you aren’t using yet.

Let me know and I’ll send it right over. And if you need help just press reply, I’m here to help.

This email does a few things.

  1. You are reminding your users how much value they’re getting from your app.
  2. You’re asking if they need help. Remember, only 4% of your users will actually reach out and voice a complaint or ask for help. You can’t count on them to submit a support ticket to let you know they need help.
  3. You’re also asking for the sale and offering a discount, personally. This could help you move users out of trial much quicker.

That’s just three ways you can use trigger-based emails. Clearly, there are a lot more clever things you can with them.

The point is, you can use trigger-based emails to automate and personalize your conversations with your users, which will help grow your web and mobile app business.

Send your first trigger-based email for FREE right now

What is a Trigger-Based Message?


What is a Trigger-Based Message?

Maybe you’ve heard about “trigger based messages”, or maybe you haven’t.

Either way, don’t worry. I’ll explain what they are and how to use them to grow your business.

A trigger-based message is a message that’s automatically sent to a user based on what they do in your web or mobile app.

The message can be an email, text message, or push notification, it doesn’t matter.

Here’s a deck to help explain, but there’s more to learn after…so keep reading!

A trigger-based message is simply any message that’s sent based on something a user did in your app.

I’ll give you an example.

Let’s say a new user starts a free trial.

You can automatically send a personalized email or SMS welcome message a few minutes after they join.

The purpose of a triggered message is to engage and retain your users.

But, this only works if your messages are relevant and timely.

I’ll have another post that shows you how to craft the perfect triggered message. But for now, remember trigger-based messages are targeted and more personal. They aren’t generic like your typical newsletter blasts.

Alight, I get what a trigger message is, but how can I send my own?

Glad you asked 😉

Here’s three trigger-based messages you can copy and send to your users right now. I’ll even walk you through the process of send each one.


Send A Trigger-Based Email to Explain a New Feature

If you notice a user in your web or mobile app starts using a new feature in your app, send an email to show them how to use it. An email with easy to follow directions and a few examples can really make a difference.

Your email could be something like this:

Hey {{Customer Name}}, I noticed you started using our save feature and wanted to show you some tricks to help you work faster.


Send a Trigger-Based SMS Message to Get Users to Move to a Higher Plan

If your users typically cancel their plan after 4 months, schedule a text message 3 months after their purchase and offer a discount if they switch to an annual plan.

You could send a text message like this:

Hey {{Customer Name}}, Just wanted to thank you for being a loyal user. I looked at your plan and noticed you’d save $98/month if you switched to an annual plan. Here’s link to switch to an annual plan. Text me if you need help.


Send a Trigger-Based Push Notification to Remind Users To Integrate Your App

It’s really hard to get users to sign up AND integrate your app.  If your app requires someone to copy code like most analytics tools do, it’s important to remind them get it done.

One easy way to remind your users to integrate is with a trigger-based push notification.

You can send a push notification like this:

Don’t forget to copy and paste the code into your app, here’s a video to show you how.


Send your first trigger-based messages for FREE right now


If you like this post, also check out How to Onboard Your Users with Email, Text Messages and Push Notifications.


2 Ways to Use Text Messages to Talk To Your Customers


2 Ways to Use Text Messages to Talk to Customers

Ok, so you know customers want text messages from you. But what now?

I mean, how exactly do you send text messages that are useful to your customers, help you meet business goals, and don’t get you on a spam list?

There are plenty of ways you can use text messages in your business. If you remember to keep it useful and timely, you shouldn’t have any problems.

Here are two ideas to help you get started.


How to Text Message Your Website Customers

1. Text when they hit your FAQ

When people use your website they sometimes have questions. And the first place they often look is your FAQ page. Be proactive and reach out. Send a text before they even have a chance to leave and try your competitor 😉 Here’s how.

  1. Setup a rule that detects when a user visits your website and looks at your FAQ page.
  2. Make sure to find out which FAQ question they’re looking at, you’re going to need it.
  3. Now send a text message to personally reach out and help them with that particular FAQ question.

trigger-based SMS marketing text message 1 - autosend.io

Here’s an example:

Hey {{Customer Name}}, Do you need help {{data FAQviewed}}? Here’s a link to a video to walk you through it {{data FAQViewedURL}}. Also, just text me if you need more help. – Ashli

text message marketing Example1

Remember, this can go out to each and every customer automatically. You can proactively reach out to everyone who needs help without doing a thing. Think about all the customer love you’re going to get 😉

How to Text Message Your Mobile App Users

1. Text if they’ve been inactive for a while

Unfortunately, it’s common for users to forget about you after they downloaded your app. But there’s a way to remind them you still exist with a smart text message.

trigger-based SMS marketing text message 5 - autosend.io

Here’s how to do it:

Hey {{Customer Name}}, Where have you been? You haven’t used our app in a while and you’re missing all our new updates. Here’s a free in-app purchase on me. Come back, we miss you!

text message marketing Example5

These are just a couple of ideas you can use to get started right now. Just set up one of the above examples right now (it’s free anyway), start sending them to your customers, and see what happens.


SMS Marketing Study Shows People Want Businesses to Text

SMS Marketing Study Post - Autosend.io

Believe it or Not…Your Customers Want Text Messages from You!

We have good news! You can finally start texting your customers (with their permission of course) without feeling like a spammer.

It’s true!

We recently did a study to learn how people really feel about receiving text messages from businesses and the results shocked us.

Let’s break down each part of the survey and get some insight before you start your next SMS marketing campaign.

FOR THE TL;DR Here’s you go….but you’re missing out on the goods below 😉

We kept things simple at first, by asking if the person even accepts text messages. The thing that surprised us is that at least 1% were unsure.

SMS Survey Text Message Customers - 1

Here we wanted to know if people even liked getting text messages in general. Nothing necessarily surprising here since it would depend on the message, who sent it, and how much they annoy text you :)


Now things are starting to get interesting.

We asked people in the survey who do they receive text messages from most…and 52.51% said they receive text messages from friends the most.

This could be an interesting way to use texting as a part of your referral program. Maybe you can get customers to send a discount to their friend after a purchase?

You could even prompt them to invite friends to download your mobile app, sign up for your website, or attend a webinar.

There’s a lot of creative stuff you could do here.


This one surprised me. When asked if they’ve ever received a text message from a business, most people (74.90%) said Yes! That means there are some smart businesses out there texting their customers right now.

But it’s even more interesting when you see the next question.


People in the survey were asked if they would like to receive text messages from a business and there were a lot of mixed emotions here.

  • 34.75% surveyed said MAYBE
  • 32.82% said NO
  • 30.12% said YES

This just means you have to follow the golden rule of text message marketing…ask your users and customers FIRST before you send a text.


Ok so we know that some people actually want your text messages, but how often should you send them? In the survey we asked how often would you like a business to text you weekly and over 67% said at least 1-5 times per week!!! 

And 20.85% of those people said they’d like a text message from a business as often as they are helpful.

Really?! How many times are you texting your customers? Here are some ideas to help you start sending helpful texts to users and customers.


2014 SMS Marketing Survey - how often should a business text customers

We all know that customer service is key. But should you start offering customer service by text?

According to our survey, try it! When asked would you like customer support by text, 39.77% said Yes and 27.80% said Maybe.

The trick here is to ask first and A/B test. If your customers expect text messages from you and ask you for them, it shouldn’t be a problem.

You could easily set up a text message to go out to people who visit your FAQ page and reach out BEFORE they ask you for help. You could even schedule a personal follow up with prospective customers when they run into an issue on your website (here’s how to do it).

Your job is to offer the option and see how many of your customers want it.


Moving on.

We asked each person if they had a problem on a website, would they like someone to send a text message help and only about 20% gave a definite NO.

Over 51% of those surveyed said they’d like to get help when they run into problems with a text message.

28.19% said they’d like a text each time they run into a problem (you could set up a transactional text message for these people).

23.17% said they’d want a text message just the first time they run into a problem on a website (you could set up a behavioral text message for these people).

SMS marketing survey 2014 - website customer support

But what do your mobile app users think? Do they want to get text messages when they run into trouble in your mobile app?

According to the survey, mobile app users want a text message when they run into trouble in your app MORE than your website users! Over 52% said YES to text messages when they have trouble with your mobile app. 32.42% just want you to text once. And 17.76% don’t mind if you text every time they have an issue.

This makes sense. They’re already on their phone, they might as well text you to get help with a bug they found or ask questions about how to use your mobile app.


Ok, so what have we learned here.

That customers actually don’t mind text messages from you. In fact, some want them quite often.

And the good news is, it’s easy to send targeted, personalized text messages to engage your customers and users automatically with a trigger-based SMS marketing tool like Autosend.

Want some ideas on what to text your customers? Here’s 8 interesting examples.

Want more?

or watch this video

Notes about our The 2014 Businesses Texting Customer Survey:

We asked 291 American Internet users from 16-45+ years of age eleven questions about text message habits and their opinions on text messages from businesses. The 2014 Businesses Texting Customer Survey was completed from May 28, 2014 – June 28, 2014.


35 User Onboarding Tools for Web and Mobile Apps


35 User Onboarding Tools for Web and Mobile Apps

Let’s face it, user onboarding is hard. But only 2.2% of website visitors and 5% of mobile app users will become paying users, so it pays to get it right. Luckily, with only a few tools you can create a great user onboarding experience without much work. Here are a few to get you started. Continue reading

21 Mobile App User Feedback Tools

21 Mobile App User Feedback Tools

What is an app user feedback tool?

Mobile app user feedback tools help you to stay in contact with your mobile app users.

What’s the point of user app feedback tools?

How do mobile app user feedback tools help?

    1. Autosend
    2. Helpshift
    3. Hipmob
    4. https://www.uservoice.com/mobile/
    5. Apptentive – In-app feedback for iPhone & Android developer
    6. Appboy – Customer Engagement Platform  for mobile apps
    7. Appsfire’s AppBooster – Apps engagement and feedback SDK
    8. AskingPoint – Mobile Apps Analytics with a rating widget
    9. LivePerson – Mobile chat solution
    1. Jira – Open-source library for collecting feedback
    2. UserEcho for iOS – Collect and manage feedback for your iPhone or iPad application
    3. Testbirds – Crowdtesting for mobile apps
    4. Converser: Converser.io
    5. Hipmob: Mobile Customer Communications: In-App Live Chat and Helpdesk
    6. LookIO: Mobile Engagement or Liveperson Mobile
    7. Awesomatic
    8. Freshdesk: Free Help Desk Plugin for iOS Mobile Apps | Freshdesk MobiHelp
    9. UserVoice: Mobile UserVoice for iOS and Android
  1. Inventarium: Inventarium
  2. Konotor: An interactive inbox for your mobile app | Engagement. Feedback. Marketing. Support.
  3. Neemware
  4. Any of the mobile app beta testing tools

How 23 Web & Mobile Startups Got Their First Users


How 23 Web & Mobile Startups Got Their First Users

Everyone launching a new web or mobile app has the same question.  How do I get my first users? The truth is, there’s no one right way. But wouldn’t it be nice if someone could just tell you exactly how they found their first users so you could try it? And not some abstract advice like…make a good product. You want real, actionable, step-by-step advice. The good news is, there are lots of startups willing to share their secrets (we’ll share ours soon) . If you want the exact breakdown of how some of today’s startups went from zero users to kick-ass, read on. Continue reading

5 Tricks To Help You Send Messages That Convert

boost conversion for customer messages

5 Tricks To Help You Send Messages That Convert

Staying in touch with current and prospective customers is smart. Every message you send is an opportunity to remind them you exist. The problem is, if anything about your email, push notification, or text message is off, you risk losing customers. Luckily, there are lots of simple things you can do to make sure your marketing messages always hit the mark. Try out one these five tweaks to improve your next email, SMS, or push notification campaign. Continue reading

28 Web & Mobile App Growth Hacks You’ve Never Seen


28 Web & Mobile App Growth Hacks You’ve Never Seen

“Growth Hack” is a buzzword that describes the clever methods web and mobile app marketers use to grow quickly. The problem is, if you look for growth hacking examples, the same ‘ole Paypal, Hotmail, and Airbnb examples always come up. I figured it’s time for some new examples. So I looked around and put together a list of 28 web and mobile app growth hack examples you’ve probably never seen. Let’s get to it! Continue reading