My friend, you might want to take a seat for this one.

It’s based on some pretty dull data that we’ve collected from thousands of SaaS companies. And I’m betting it won’t be the most “exciting” news you receive today.

But buckle up anyway… here we go: 

Did you know that 48% (nearly half!!!) of all SaaS companies never send an email to their new customers after they sign up for a trial?

Like, ever. 🙈

And get this…

Only 55% of SaaS companies send at least ONE email per month to their paying customers.

It’s even worse if you’re selling with free trials:

Just 39% of all SaaS companies email their free trial users at least once per month.

 WTF? 😮

(Excuse my swearing. But seriously… WTF!?)

So let me say this again, using slightly different words:

Almost half of all SaaS co’s don’t email their customers and prospects enough…

Most people are leaving money — shit loads of money! — on the table every day because they don’t communicate with their users enough.

 I’ve said it before and I’ll say it again (this time in a more boring way):

If you’re selling recurring stuff — like any type of SaaS or a membership site — then at minimum, you should be emailing your entire customer base at least once a week.

For those who sell physical products or one-off digital products, then sure… you can get away with emailing every couple weeks instead.

But still…

No excuses!

And now for the juicy bit: The WHY!

Here is why MOST people running SaaS co’s (or any business for that matter: membership sites, e-commerce stores) just don’t friggin’ EMAIL their users enough.

Boring Reason #1: People forget shit easily (out of sight, out of mind)

If you’re not reminding your customers about how f***ing awesome your product is on a regular basis… guess what happens?

That’s right…

They’ll forget!

THEN they’ll cancel or ask for a refund claiming they “never used it” (even though they were excited to sign up in the first place because they NEEDED whatever it was that you sold).

Let’s move on before I get even more worked up 😡

Boring Reason #2: It keeps your brand floating around in their minds

(even if they don’t open your emails)

This might be one of my favorite reasons. Because it just works so damn well when you do this.

So two magical things happen by simply showing up in someone’s inbox regularly:

a) Your brand stays top of mind so when they think about similar products or services in the future — BOOM! — YOU’RE THE FIRST PERSON THEY THINK ABOUT AND RECOMMEND!

b) You build a relationship with these folks, even if most never bother replying. This makes them more likely to stick around for months and years instead of weeks or days.

Moving along…

Boring Reason #3: Problems can be solved BEFORE they become big headaches

When you’re NOT communicating on a regular basis with your customers, here is what you should expect:

– 🌪 S H I T S T O R M 🌪 –

You won’t have any idea about problems people are facing (and trust me, every customer has some). And by the time you find out about these problems through churn data or some other means… typically it’s too late to save the day.

(And now we’ve entered into reason 4. They kind of go hand-in-hand.)

No email = no problem detection

Which guarantees that every problem will be a 💣 bomb when you find out about it. And now, instead of being able to prevent the bomb from exploding in the first place, all you can do is “damage control” (sounds fun 😖).

Let’s move on before I get too angry…

Boring Reason #4: It’s an awesome opportunity to educate and train your customers

This is HUGE!

When you communicate with your customers in a way that is helpful; that gives value (not just trying to extract every last dollar)… then great things happen:

a) They stay engaged and excited about what you offer.

b) They become even more likely to recommend your product/service to others.

c) They’re more inclined to buy OTHER shit from you in the future because they know that YOU consistently deliver value.

And as we’ve talked about a few times already… if people aren’t getting regular emails from someone else / some other company… then guess who they’ll think of FIRST?

They’ll think of YOU!

Boring Reason #5: Selling stuff to existing customers is easier AND cheaper than hunting down new ones

I’m guessing this one doesn’t need much explaining.

– 🤑 – 🏆 –

But here are two stats for those nerdy among us:

Acquiring a new customer can cost 5 – 25 times more than retaining an existing one.

The quickest, simplest, and most cost-effective way of selling MORE STUFF TO PEOPLE WHO ALREADY LOVE WHAT YOU DO IS BY… yes, EMAILING THEM! Duh!

(Okay, maybe not everyone knows this. But they should!)

“Wait for me!” … I hear ya buddy. One more reason before we wrap up:

Boring Reason #6: Emailing is like building a fortress of profitability!

Oooh! Oooh! Nishant! I know this one!!!

Okay, okay — fine. You caught me out. I’ve never written about this before.

But it’s absolutely true, so bear with me while I explain (hopefully in a way that makes sense to you):

The foundation of ANY super profitable business lies in having an audience of people who know, like, and trust you. AND:

… Who are willing to pay money for the value you bring (and even recommend you)! Ditto!

And guess how we build that AMAZING audience?

Well, let me tell ya …

– 💣 – 💥 –

BOOM! Yes siree Bob — by EMAILING them!

(You didn’t see that coming, did ya? 😉)

It’s our secret weapon. Our “moat” around the castle if you will. A MOAT OF DOOM FOR OUR COMPETITORS!!!

WE BUILT A FRICKIN’ WALL! … BOOYAH!

Now what other company can take our place?

ZERO!

What other company has access to these folks; have their attention and permission to email them whenever they want?

Again: ZERO!

There is no competition when you do this right.

So now it doesn’t matter if a competitor tries to undercut us on price or offer something slightly better than us …

NONE OF THAT SH*T MATTERS NOW!!! 🙅‍♂️

Because we’re not just selling a commodity any more.

In fact…

WHO IN THEIR RIGHT MIND WOULD WANT TO COMPETE ON PRICE?!?!

Not me.

Okay, let’s wrap this one up 💪

So John… here’s the dealio:

I’d love to write an email for Asana for FREE.

No charge. Nada!

Then give it a whirl and see what impact it has on your monthly recurring revenue (MRR). Literally watch as it changes your life (or at least, your business) right before your own eyes! 😮🚀

What do you say? Can I have the honor of writing an email for you?

Nishant

PS.> If churn is keeping you up at night, prepare to have your mind blown by the incredible impact this will have. But I’m not going to make any promises (even though they’re almost guaranteed), because I want you to witness it in real-time!