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Upgrade emails are your bread and butter messages. They help convince and remind people to convert and upgrade from free to paid accounts and to higher plan tiers.

Before we dive into one of the most important types of emails for your business, a reminder: if you really want to grow conversions and upgrades, you have to lay the groundwork first. Invest in your product, onboarding, and support to bring value to people — all before you make your big asks. As Wistia says in one of its trial expiring/upgrade emails, you have to do some work up front:

“If we’ve done our jobs right, you’ve gotten a good feel for what Wistia can do for your video marketing.”

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People always want to believe that their creation speaks for itself.

Thanks to this Field of Dreams “build it and they will come” mentality (plus an irrational fear of coming off as spammy), there’s often a startling disconnect between how much thought and investment goes into building a product — and how little goes into emails about it.

Yet emails are part of your product. From sign-up through every other moment in a user lifecycle, email serves as the timely yet asynchronous glue that connects you to customers on their turf.

“Don’t make the mistake of thinking emails about your product are not part of the product,” as Sunir Shah, Chief Marketing Olarker at the live chat software company, warns. “The most important emails are part of the product experience.”

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“Because you’re worth it.”

This famous slogan by the cosmetic company L’Oréal’s uses one of the most powerful words in persuasive copywriting — “because.”

Humans crave reasons and resolutions. Ever since you are a small child, you want to know “why...

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