There are certain email marketing rules every SaaS business usually must follow:
- Send out a welcome email when someone signs up
- Use a broadcasting service, like MailChimp
- Use HTML for lively and eye-catching communications
- Track open rates like your life depends on it
Well, KissFlow decided to break all of them, and it shot their conversion rate up to 23.39% from 2.74% – a 10% increase.
Let’s face it – when you get a welcome email from anyone for just about anything, it’s going straight into the memory hole. The only exception is if you have to click on a link to verify your email, but even then, chances are you don’t read it; you just skim it looking for the link text.
So, what’s the point?
That’s exactly what KISSFLOW seems to have asked themselves, and their solution was to go crazy and do everything “wrong.” They decided to send out an email from Google Apps, which means that their “not welcome” introductory emails didn’t end up bypassing the Inbox, something that happens with emails from third parties in Gmail. They also relied on a short and sweet message in text – no HTML or cats with strobe lights (although you can totally send me that email).
What they did that really shot their open rate through the roof, although they GASP didn’t track their open rate, was probably their subject line:
To some marketing people, this is equivalent to creating a subject line that says: Warning! This product may cause cancer of the puppy! However, it worked, and it worked on several levels.
People expect a LOT from service providers
When I worked at an ISP in their Internet help desk, people would call all the time about things that had nothing to do with their Internet. For example, if their computer wouldn’t turn on or they got a blue screen of death or a message to plug in their monitor, we’d hear from certain people who believed that Internet = all things related to my computer.
I would try to gently explain that unless the modem was on fire and the fire also was affecting their computer, there was no correlation. Most conversations ended with people giving up and assuming that our services gave their computer herpes or something.
The point is – and there may well be one – that KISSFLOW knew that a lot of customers either didn’t exactly know what services they offered or what they could be used for. By creating the email – with a subject line saying exactly that – and asking for a conversation, the company could make sure that new users knew what the SaaS software they were using could and couldn’t do, saving headaches on both ends.