The One with the Segments

Hey friend 🙌

If we could tell one thing about SaaS customer email, it would be…

Use lifecycle segments.

Each lifecycle stage typically has its own "conversion goal" and a related email campaign that triggers when the user joins that segment. Segments and campaigns always go hand in hand.

For example, the goal for Trials is to activate them. Usually this means increasing a specific activation metric from 0 to a certain number. When a user joins Trials, you send them a Basic Onboarding campaign which focuses on this goal.

Here's a journey map that includes segments for a free trial model:

Here’s the same map, but for the freemium model. The goal for Free Users is to activate them. Once they activate (e.g. have at least 1 project in your tool), they join Activated Free Users. And then you can start promoting upgrades to them, until they become a paying customer.

You can learn more about segments and campaigns in our guides for specific pricing models:

Free trial model
Freemium model
Other pricing models (credit-based, usage-based, commission fee)

— Regards, Jane.

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