Best emails for product-led sales

October 7, 2021
Fred Melanson
9 min
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πŸ™…β€β™‚οΈ Forget about increasing sign-ups.

πŸš€ Converting free users into paid customers and retaining them is the real gold mine.

To illustrate my point, let's compare 3 scenarios for a SaaS charging 20$/user/month with a CAC of 2$/sign up:

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Scenario A - High conversion

Cash after 12 months: $1,186,740 πŸ‘

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Scenario B - Low churn

Cash after 12 months: $1,331,120 πŸ‘

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Scenario C - Lots of sign-ups

Cash after 12 months: $1,066,740 πŸ‘Ž

I get it but wait... How is all of this related to email templates?

Because one smart way that product-led revenue teams boost conversions and retention is by engaging accounts with the right message.

***What we see the best PLG startups do is a mix of automated messages with tools like customer.io or Hubspot, and high-touch sales interactions with Bliinx. Automated versus high-touch will depend on product engagement and customer fit*** πŸ‘‡

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1.Best email templates for PLG sales (with real examples)

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Qualification matrix PLG

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Best email templates for PLG sales (with real examples).

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Congratulate product milestones!

Holey Moley 😲
I see that you're [key product action] like crazy! Awesome job. This will help you [value prop].
You're getting pretty close to [paywall or feature limit]. Once you get to [paywall or feature limit], you will [pain of not upgrading].
But don't you worry for a SECOND, we've got you covered.
Share your love of [product] with friends to get [reward].
Upgrade to Premium to unlock [pro value prop].
Keep rocking!
[Signature] Β 

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OpinionX email template


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Build rapport with users with contextual product usage emails

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Hey [first name],
Saw that [usage insight]. It sounds like you're like me - [relatable usage statement].
[Contextual question]?
Cheers,
Name
[Signature]

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Hugo email template

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Engage accounts nearing feature paywalls

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[milestone reached]! I'm impressed 😎
From this point on, [pain of not upgrading].
There are two ways that you can unlock [value prop of upgrading]:
πŸ’¬ Share your love of [product] with friends to get [reward].
πŸ†™ Upgrade to Premium to unlock [pro value prop].
I'd love to discuss the benefits of our premium plan if **you have 15 min to spare**.
[Signature] Β 

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Use LinkedIn engagement to book more meetings

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Saw that [social engagement insight]. Thank you. Β 
Would love to [ask] if you have 15 min to spare. Game?
Cheers,
Initial
Β [Signature]

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LinkedIn message template


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Use website engagement to get people's attention

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Hey [Name]! Looks like you've got a sneak peek at [web traffic content]. Β 
Want to hear more?
Initial
[Signature]

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Drift lead message

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Bridge value gained + case studies to create an upsell

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Hey [First name] - I see you [product milestone] with your team! 😎
Should you consider Hugo pro?
The team at [case study] within Hugo.
Let's hop on a call so I can show you how πŸ™‚
[Signature]

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Mention business case email example

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Reiterate value gained and push an upsell

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Hey [First name] - your team has [value created] by tracking product milestones in Bliinx!
Should you consider Bliinx pro?
We see [premium plan ROI] when our customers go from a free plan to a paid plan.
Let's hop on a call so I can show you how πŸ™‚
[Signature]

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Email template example plg

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Track accounts reaching the aha moment and offer help if steps are missing

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Hi [First name],
It looks like you’ve [activation signals completed] but haven’t yet [missing activation signal] - do you need any help or have questions?
Happy to discuss on a call if you’re up for it. Book a time that works here.
[Signature]

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Missing activation steps example

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Facilitate passing by gatekeepers during activation

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I see that you [missing activation signal] and it’s probably because [refer to gatekeepers].
I recorded a quick video that you can share with your [gatekeepers].
Let me know if they have any questions!
[Signature]

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Passing by gatekeepers email template

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Build user FOMO

Hey there [First name].
What do [social proof] all have in common?
You all [emphasize community]. An elite group of [persona] how use [product] to [value prop].
Let me show you what they've accomplished so you get there faster!
[signature]

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warmly email

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Manually engage decision makers who sign up

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Hey [First name] - Not every day that a [position] signs up ;)
I made this video to introduce myself and Bliinx.
Your team has [ROI] since they got started! πŸš€
As an admin, you can now [admin value prop].
[FOMO] our paid plan to [premium value prop], let’s grab a virtual coffee to talk about your goals.
Have a wonderful day,
[signature]

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Decision maker signing up template

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Talk about the problem and anchor on premium solution

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Before building Bliinx, I was [product pain point]. [result of product pain point]....
Relatable? I’m stoked to see that you’ve decided to sign up and [value prop] with [product].
Did you know that you can [premium feature]?
Let me show you!

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Talk about the problem email

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Use product usage to send contextual valuable resources

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Hi [First name],
I [role] here at [company], which means I [relatable pain point].
If you're [role] too, you know [relatable pain point].
[Result of relatable pain point].
[What solved the pain point].
If you want to [what solved the pain point], here's the link to the article.
-Name

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Unstack email


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Offer custom onboarding to sign-ups who fit your ICP

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Hey [first name]!
I hope you are having a good experience with your [product] trial.
To help ensure you are successful, we offer a free onboarding session where we can discuss your specific use case and offer professional advice.
[Value prop of custom onboarding/demo].
To help speed up the process, we recommend the following:
[Activation steps to complete]
You can book the onboarding session using this link.
Please do not hesitate to contact me with any questions or concerns.
Best,
[Signature]

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Userpilot email


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Provide value through content that will help convert

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Hey πŸ‘‹ [name] from [company] here!
I would love to invite you to [content]. This is an opportunity to [content value prop].
You can register here.
I look forward to seeing you then :)
[signature]

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OpinionX webinar email

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Unlock account blocked in activation flow

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Hey [name],
Looks like you're getting the hang of [key product action]! Now it's time to [missing activation step]. [blocker]?
Check out our guide on [missing activation step] or watch this quick walkthrough!
If you have more questions, don't hesitate to ask questions or book some time together.
See ya,
[signature]

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Loom email screenshot


🀩 Feel inspired yet?


Before I leave you to your day, I wanted to showcase 2 "trendy techniques" that I personally like to boost reply rates:


1. Using video and showing your face as much as you can

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collin mitchell LinkedIn message


2. Removing formalities in emails to feel more authentic.

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Nathan Latka email


That's it for today folks!

Want to increase conversions by easily grabbing the attention of your highest-valued accounts?

Get started with Bliinx for free in minutes πŸ”₯πŸš€πŸ‘‡


Fred ✌️

FM headshot


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