How To Setup Your Free Trial Email Sequence To Activate Customers | Dan Martell

– Hey there, I'm Dan Martell Technology entrepreneur, investor and creator of SaaS Academy

In this wideo, video I'm gonna teach you how to set up your email campaign to close more customers in your free trials and be sure to stay to the end where I share with you an exclusive download called the Trial Converter Campaign Which is essentially a workflow for how to think through the different emails I'm gonna go over today and sequence them (upbeat music) So maybe you've got a ton of traffic but you're not converting enough into your free trials and it's really getting to you Or you've got a bunch of people that are trialing and they're not converting into customers What I'm gonna share with you is how to structure an email campaign, the information that should go in those emails so that you can get 10 to 25% of those trials converting and I know if you're at like 2% you're like, "'Kay man, that sounds like a little crazy

" Bear with me, I'm gonna walk you through this I've been doing this now for a very long time Building software companies for over 20 years I started when I was 17 and I figured out there's a process for understanding how to get in the mind of the customer I did that with Flowtown

com which got acquired Clarity, same deal and I've coached hundreds of entrepreneurs at this point in improving their trials and I want to walk you through the step by step process that I use to make that happen Step one, welcome email So this is the first email that a new signup gets when they're in the trial and to me this is all about showing 'em what you got Think about the watch, the trench coat guy with his watches and he's like, "What do you want? What do you got?" That is kinda how you want to think about that email

You just want to let people know and get them oriented and situated Be like, here's where you go for support Here's where you go for training Here's if you get stuck Let us know

You can always reply to this email I would actually highly encourage that in your welcome emails to ask them, "Just let us know what you're hoping to "accomplish with our technology, our product" and just make it all about just getting them situated and what's available for them to move forward Number two, training Ideally, I'm hoping, that you've got some level of training not inside your product If you drop somebody on a blank slate and then play a video and consider that on-boarding, shame on you

So that's just right out of the gate That video though is probably good training video so I think what's really important is understand what's the success gap within you product Where is the customer coming in? What do they want to accomplish? And what's the ideal set of videos that they would need to consume to really understand how to get the most out of your product And you want to link those in the email So training is an important piece of information that you want to communicate especially to new trials so that they actually get activated and use the product

Three, case study Now, the fun part about this is you probably have a customer that's totally crushing it using your product Somewhere, and maybe you have one in different industries and verticals What you want to do is you want to extract that case study and talk about that result with your new signup trails and just paint a picture of euphoria in future of what's possible If they got like all your technology deployed what could their world possibly look like? That's the goal of a case study

It's about saying, "Hey, I know how you feel "I know where you've been "You're probably feeling these frustrations "One of our customers, X, had the same challenges "Here's how they implemented or product to get these results

" Be specifically about the numbers 'cause the more specific you are, the more exciting and engaged the trial user is gonna be to want to get those same results and deploy your technology to get that Four, tips and tricks Now you've been using your product forever and you take a lot of the settings and features for granted Maybe you just kind of assume everybody knows about it One of my favorite things to do, especially when I get in front of this camera is remind myself that I'm probably talking to somebody that's never met me before, maybe it's their first time doing this thing, building a product, free trial, demo, email sequences, whatever it is, and I got to talk to them from that point of view

So the tips and tricks are unique and nuanced things that customers are doing Maybe it's about adding their link in a certain workflow in their business Or maybe it's a specific report and how a company's using that to get a result in their business It's the things, it's the customizations It's the personalization

What are some tips and tricks, three or four things, that you would suggest your customers to do to get some extra value that they otherwise wouldn't know It's not the obvious flow of value that they're coming in for your product and just things that make them think, "Oh, that's really cool "I didn't know you could do that with this product" That's what I would do in the tips and tricks email Five, offer to help

If you're monitoring and you have what's called the member-at-risk monitoring set up in your free trials then you should be paying attention to who's active and going through the free trial and who's at-risk And if somebody's at-risk you want to send an email and just offer to help Somebody from your customer success team to just say like, "Hey, I noticed you signed up a couple days ago "You haven't invited anybody to collaborate with you on this" Or, "You haven't created a report," or "You haven't sent out your first campaign

" Whatever it is in your product and just say, "Hey, do you want to get on a quick 15 minute demo "and I'll actually use your account "and we'll get it set up and configured "Here's a link to my calendar, feel free to schedule with me" Now you can automate this whole process which is awesome and really just make yourself available only to those that need you most The ones that aren't moving along as you expect them So offering to help is a no-brainer

You should be doing this You can afford to do this and it just is the right thing to do in business If somebody's stuck, show up and say, "Hey, let's get this unstuck Let's move you forward" Six, make an offer

Now at the end of your trial, maybe it's a seven day trial, three day trial I've seen those, pretty aggressive but I love it 14 day trial, et cetera, you want to use a little bit of salesmanship You want to think about the context The person's used the free trial, they're at a certain stage of usage

What could I put in an email to get them excited about moving forward, about adding their credit card if they haven't yet, about sticking around and making sure that the next billing cycle goes through And it's to me one of the easiest things is to make an offer, to tell them, "Hey, you've done X in our product" Maybe it's like, "You've created three projects" "You've sent two campaigns," or 400 emails or whatever it is, "And we want to honor that activity and action and "if you make a decision to move forward today, "here's the opportunity "If you want to do an annual contract, "we're gonna do it for nine months, "like the cost of nine months versus ten months "which is traditional, probably 20% off

" Make them an offer Get them excited to click the button and like it and also let them know they're missing out on I think it's important and any sales conversation you want to talk about what's possible and what's awesome and you always want to say here's what's gonna not change if you don't move forward and just let them know that And say, you know, now's the time Let's get you set up, click the link, update your credit card info and somebody from our team will be reaching out to walk you through how you can get even more out of our product

Whatever you want to do, I just think it's super important to craft an offer email at the end of the trial Not, "Your trail ends in 24 hours and at that point all your "data's gonna be deleted" That is like, that's amateur hour at it's best Think about this The way I think about email at a high level is what would I say to somebody in person if I had the chance

Email and automation is just a way for me to do that at scale Seven, celebrate or learn Now, if they just decide to continue with you, put their credit card on file, upgrade to a different plan, et cetera, you want to celebrate them, congratulate them, amazing decision, so good to have you, excited for you to be a part of the community So that's on one end That is what we all hope everybody goes to but if they don't move forward then I want you to send an email and ask them why 'cause to me this is the point that you get to learn

Right? You either win or you learn That's kind of one of my life mottos and at that point specifically sending them an email and just say, "Hey John, I noticed you didn't move forward with our product "I'm just curious what was missing for you "to make that decision?" And just sit back And if that's an automated email and you're doing a 100 trials a week, you're gonna learn so much Maybe there was some confusion

Maybe there was an issue around pricing Maybe there was an issue around the packages or whatever it is and that's something you can fix If you don't ask, you never know and you don't have the opportunity to make it right, so to me you celebrate if they buy or you learn if they don't So quick recap, number one, send a welcome email Let 'em know what you got

Two, training Three, case study Four, tips and tricks Five, offer to help if they're stuck Six, make an offer

Seven, celebrate or learn As I mentioned at the beginning of the video, I want to share a resource called the Trial Converter Campaign Now, it's a workflow structure that I've decided for people that are coming into your product and are new and what you need to do to activate them and also really have a clear understanding of how to monitor if they're in a normal progression or if they're at-risk and the different flows of emails and information you need to be sending so you finally get them over So think about all the emails I set up in the trial converter campaign worksheet It's gonna put that into a flow for you to understand and install automation into your business

It's gonna absolutely crush it for you so click the link below to download that worksheet If you liked this video be sure to click the like button If you know somebody that this could serve, please share it with them and be sure to subscribe to this channel Thanks for watching and I'll see you next week Woo! Dan-isms

Dan-isms Dan-isms!

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