The “Dinner Party” Email Strategy That Increased Conversion by 209% – Val Geisler – Founder at FixMyChurn.com (GMT051)

Posted on July 25, 2019 by Ramli John.

Every business owner faces the same problem: Increasing conversions and reducing churn. With a client list of companies such as AWeber, Buffer, Stripe, AppCues, InVision, AppCues and more, Val Geisler, nicknamed “The Email Marketing Queen” and founder of FixMyChurn.com, has cracked the code to the email marketing strategy that actually increases trial conversions and reduces churn. The last onboarding emails she re-wrote saw a 209% increase in conversions.

In episode 51, Val shares two of her BIGGEST pet peeves when it comes to onboarding emails you should avoid, Val’s “Dinner Party Strategy” for high-converting onboarding emails and three retention strategies that helps grow MRR.

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WHAT YOU’LL LEARN IN THIS EPISODE

Val’s two BIGGEST pet peeves when it comes to onboarding emails
The Dinner Party Strategy for high-converting onboarding email sequence
How often should you be sending emails for onboarding
How fixing your churn can increase your revenue
Three retention strategies

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TWEET SOME QUOTES FROM THIS EPISODE

Our job in customer onboarding is to teach our customers new habits, new ways of being. – @lovevalgeisler from @GrowthToday podcast. Get the full podcast episode CLICK TO TWEET From an onboarding and retention perspective, we have to stop talking about features all the time because the customers have no idea why that matters to them. - @lovevalgeisler from @GrowthToday podcast. Get the full episode CLICK TO TWEET People who sign up forget so easily why they signed up. You need to remind them of the value of your app. – @lovevalgeisler from the @GrowthToday podcast. Get the full episode CLICK TO TWEET When you build a personal human connection with your customers and help them grow, with the right pricing, you can grow your revenue through their growth. – @lovevalgeisler in the latest @GrowthToday podcast. Get the full episode…CLICK TO TWEET Helping your customers, building a personal connection with them, helps them become advocates for you. – @lovevalgeisler in the latest @GrowthToday podcast. Get the full episode CLICK TO TWEET

MY TAKEAWAYS FROM THIS EPISODE

Don’t be afraid to email your customers. It’s absolutely crazy when I heard Val tell me a lot of companies don’t email their customers. Email is one of the highest ROI when it comes to channels. Remember that people who sign up for your app forget so easily why they signed up. You need to remind them of the value. Val says, “Our job in customer onboarding is to teach our customers new habits, new ways of being.” And the best way to communicate value is via email because people are in their mailbox all the time!
Stop being me-focused. Too many emails are about your product and your company. One of the best books I’ve read is “How to Win Friends and Influence People” by Dale Carnegie. One of his tips and be interesting – read magazines and books. Because that gives you opportunities to talk to people about what they’re interested in. When you do that, you become more human, and they’re more likely to convert and stick with you for a long time even if there’s something shinier out there.
Fix your churn. Reducing churn doesn’t just solve a retention problem. It results in two ways to grow your MRR – increasing revenue per user (ARPU) and the number of referrals. If you help your customers grow their business, they’re more likely to stick with you even if the competitors have a newer and shinier feature. Also, if you really delight your customers, they’ll tell their network about it.

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ABOUT VAL GEISLER

Val Geisler is ridiculously obsessed with email. An Email Marketing Conversion Copywriter and Strategist, Val spent over a decade on the inside of companies from non-profits to 7-figure businesses to tech startups. She uses the power of email to ensure 3 things: (1) Casual visitors are converted to happy customers; (2) A steady stream of revenue is generated every month, week, and day; and (3) Customer retention goes up and churn goes down. Val helps B2C businesses do big things by increasing trial conversions and reducing churn. The last onboarding emails she re-wrote saw a 209% increase in conversions. No joke! As per Val, “It moves the needle in ways you can see immediately.”

SHOW NOTES

3:20
Is Val a coffee person or a tea person?
6:10
How did Val go from a theater design grad to becoming an email specialist and digital strategist
11:28
How did Val go from an email marketing specialist to starting a new business – fixmychurn.com
18:20
Val’s two biggest pet peeves when it comes to onboarding emails
25:26
The Dinner Party Strategy for high-converting onboarding email sequence
28:31
How often should you be sending emails for onboarding
31:32
What kind of questions does Val ask customers during user research
34:12
The two ways to grow your MRR by focusing on churn alone – increasing revenue per user (ARPU) and the number of referrals
39:10
How to implement a successful affiliate program
41:37
Three retention strategies
45:40
Val’s one advice to marketers and founders – don’t be afraid to email people
46:55
Val’s call to action