An analysis of over 100 SaaS onboarding email sequences reveals key strategies for improving user activation, emphasizing the importance of timely delivery, personalized subject lines, and a clear content structure. Effective sequences typically consist of 7–10 emails over 14 days, focusing on immediate value and user engagement through concise calls to action and strategic use of social proof. Incorporating user behavior patterns into email strategies enhances overall effectiveness and helps users visualize outcomes.

SaaS renewal emails are crucial for reminding users about their subscription renewals, helping to prevent churn and improve customer retention. The article provides 14 effective examples of renewal emails that strike the right balance between being informative and engaging, allowing businesses to maintain their revenue and enhance user experience.

Gmail's recent updates emphasize the importance of engagement over mere delivery for email marketing, particularly within the Promotions tab, which is now more tailored to user interactions. Marketers are encouraged to focus on providing valuable content rather than chasing Primary tab placement, as true visibility is earned through consistent engagement and relevance. The article highlights that the Promotions tab is a viable space for marketing, as consumers actively check it when in a buying mindset.

The upgrade email from Calendly effectively communicates the benefits of transitioning from a free to a paid plan by clearly highlighting advantages, recommending specific plans, and utilizing a reverse trial strategy that plays on loss aversion. This approach not only simplifies the decision-making process for users but also makes them feel informed and empowered about their choice to upgrade. The author notes the potential for further personalization to enhance user engagement.

Julia shares her successful email marketing strategy that transformed Citizen’s outreach to churned users, increasing email volume from 500K to 40M per month. By focusing on real-time emergency alerts and manually crafting engaging content, she managed to reignite user interest and improve engagement significantly. The approach emphasizes the importance of understanding user needs and adapting strategies for effective communication.

The author reflects on their struggles with reactivation experiments at Buffer after a lapse in writing, highlighting the challenges of achieving meaningful results from these efforts. Despite running various tests aimed at reactivating dormant users, the outcomes were mostly neutral, leading to a shift in focus towards activation strategies that proved more effective in fostering user engagement.