3 Types of Email Sequences Every SaaS Company Should Develop

While many SaaS companies get lost chasing the newest strategy, most would be better served to ensure that they have a solid foundation in place.

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While many SaaS companies get lost chasing the newest strategy, most would be better served to ensure that they have a solid foundation in place. In terms of communicating your value — that often means to have numerous automated email sequences that walk prospects through the initial stages of familiarizing themselves with your company and product.

Building out foundational email sequences is often the first step that our agency takes when working with a new client. While there are many different types of email sequences a SaaS could potentially use for a range of goals — churn reduction, usage education, retention after cancellation, feedback gathering, etc. — there are three email sequences that every SaaS company should invest in first.

Form Submission Sequence

What happens when your customer fills out your contact form? For SaaS companies, this can refer to a form that potential customers can fill out as they request more information or sign up for a consultation. These include:

-Request a demo
-Sign up for a free trial
-Request a consultation
-Generic Contact Us form

Often those forms represent the first step that a customer takes on their journey toward becoming a customer. Your ability to quickly respond with the information that the prospect is expecting plays a key role in your ability to convert them into a customer. When a form is returned, you must quickly follow up with the prospect to show that you have received their request and provide directions for the next step.

Automating the follow-up process in full is entirely possible. Let’s say the form was to schedule a demo with your company. After a submission is received, an initial email thanking for their submission and linking them to a calendar where they can book a demo helps to remove one by-hand touchpoint from your sales team and automates an important part of the process. After the demo is booked, you can then launch into your nurturing email sequences in earnest as they move through the sales process.

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