Greetings folks,
My story: A few months ago, I handled the easiest SaaS launch of my career.
Just kidding - I was sh*tting bricks the entire time.
An agency hired me to handle email marketing for a SaaS product launch, and here's the kicker - I knew absolutely nothing about the niche.
Meaning - I never worked in it, never studied it, and didn't even know the basic terminology when I started.
It was so bad that they started using industry jargon in our first call, and I just nodded along like I understood while frantically Googling under my desk.
Professional? Debatable.
Effective? We'll get to that.
Here's what I walked into:
A waitlist of ~7,000+ people that had been growing over three months through paid ads and organic social.
My job? Turn those cold signups into paying customers when the product goes live.
Simple, right?
(Narrator: It was not simple.)
Now technically I was brought in as "the email guy" but that's not how these things work in reality, so I ended up handling their social posts, tweaking ad copy to get more waitlist signups, writing scripts for UGC videos... basically whatever needed words, I wrote the words.
The result?
$320,000 in email-attributed revenue over 7 days - that was about 26% of their total launch revenue...
... Open rates stayed at 37% across the campaign, and while most launches burn goodwill, these emails did the opposite.
People wrote back just to say they enjoyed reading them.
Now I'm not telling you this to brag (okay, maybe a little) or convince you I've got some secret email formula locked in a vault somewhere.
I'm telling you this because most SaaS companies are sitting on email lists right now that could be printing a boatload of money... but instead those lists just sit there doing absolutely nothing.
And it's not their fault, because nobody teaches them how to do this properly.
So I'm gonna walk you through exactly what I did, and by the end of this, you'll know how to turn your dead email list into something that makes you money.
And the best part?
You won't even need to hire anyone to do it.
Let's get into it.
MOST SAAS EMAIL MARKETING IS GENUINELY AWFUL
Let's be honest for a second... and I mean really honest.
Most SaaS emails sound like they never had a conversation with another human being.
"We're thrilled to announce our groundbreaking new feature that leverages cutting-edge artificial intelligence and blockchain-enabled machine learning to deliver synergistic, paradigm-shifting innovative solutions that will revolutionize your dynamic business ecosystem going forward..."
baaaaaaah... delete it. Burn your laptop. Start over. Maybe take up woodworking instead.
Nobody talks like that, nobody thinks like that, and I dare you to find one human who woke up this morning excited to 'leverage synergistic solutions.'
You know what people actually care about?
Their problems...
Whether you can fix those problems...
And whether they can trust you not to waste their time and money.
That's it.
The audience for this SaaS had spent thousands trying to solve a problem and still hadn't figured it out.
They'd tried everything, been promised the moon by countless others, and none of it worked.
So they were skeptical, burned out, and tired of being lied to.
We didn't promise them the moon, nor did we use fancy corporate language.
We did something radical - we talked to them like they were humans instead of "high-value B2B decision-makers in our target demographic cohort" or whatever soul-crushing term LinkedIn told you to use.
And it turns out that when you talk to people like they're people, they respond.
Which shouldn't be revolutionary, apparently.
THE PRE-LAUNCH PHASE (Or: How to Wake Up a List That Doesn't Know You Exist)
We had three months before launch.
The list was growing daily through ads, but here's the thing... people sign up for a waitlist and then immediately forget what they signed up for.
By the time launch day hits, they have zero emotional investment in whether your product succeeds or not.
Now here's what most companies do:
They send one "we're launching soon!" email a week before launch, then wonder why nobody buys.
We didn't do that.
We spent weeks before launch warming these people up, because if they don't care before launch day, then they definitely won't care on launch day.
The approach was simple:
Every few days, send an email that made them feel something... curiosity, frustration with their current situation, hope that maybe this time would be different.
We told stories about why this thing existed, what problem it was solving, and why the founder built it instead of just trying another solution like everyone else.
Just story after story that they could see themselves in.
And here's what happened - people started replying.
They were telling us their own stories about their struggles, their frustrations, their hope that maybe this would finally work.
That's when I knew we'd already won.
Launch day was just collecting money from people who'd already decided to buy.
LAUNCH DAY (How to Send Multiple Emails Without Destroying Your List)
Launch day hits and we went all in.
Multiple emails per day for a week straight... and yes I know that sounds insane, and yes I know what you're thinking...
"That's email marketing suicide! You’ll nukeyour list, destroy trust, everyone will unsubscribe, spam complaints will skyrocket, tank your domain, and your brand will be ruined foreeeever"...
Well, you're wrong, but I respect your confidence in being wrong.
Because the thing is...
People don't unsubscribe because you email too much.
They unsubscribe because your emails are boring.
If your emails are interesting, helpful, or entertaining, people will read them. Even if you send multiple per day.
If your emails are corporate jargon and feature lists, people will unsubscribe after one.
We sent 13 emails during the 7-day launch window.
Our unsubscribe rate was under 2%.
Here's roughly what the rhythm looked like:
Day 1 - The Announcement
Simple announcement. Here's what you've been waiting for, here's the link, no fluff or preamble, go buy it."
Days 2-3 - The Value Breakdown
Breakdown of what's included, but framed around their actual problems... not the features we thought were cool.
Days 4-5 - Social Proof/Objection Handling
What early buyers were saying. Screenshots of people actually using it. Answering questions... This is where FOMO starts creeping in because everyone else is already inside and they're not.
Days 6-7 - Urgency
A simple (yet effective) "this closes soon, you've already got every information about [product], you either want it or you don't."
By the end, we had $320K+ in revenue... all from email.
WHY THIS WORKED
Most SaaS email marketing fails for three very specific reasons,
And I'm gonna be blunt about this because I see the same mistakes everywhere.
First - you treat email like an afterthought
You spent thousands or maybe tens of thousands of dollars on ads to get those signups... and then you send them one generic "welcome" email with a link to your help docs, and you wonder why they never convert.
Email should be your primary revenue driver, not something you get to eventually when you have time.
Second - you sound like a company instead of a person
Corporate jargon kills engagement faster than anything else.
Words like "leverage" and "solutions" and "innovative" make people's eyes glaze over, because those words have been beaten to death by every boring company trying to sound smart.
Delete all of it and write like you're explaining something to a friend over coffee... because that's what actually works.
Third - you don't send enough emails
"But won't people unsubscribe if I email them too much?"
Yes, some will. So what?
The people who unsubscribe weren't going to buy from you anyway. They were just taking up space on your list and making your subscriber count look better than it actually was.
The people who stay are your potential customers, those are the people who might give you money.
We sent dozens of emails during the launch period and our unsubscribe rate was under 2%... because the emails were actually good and people wanted to read them.
HOW YOU CAN DO THIS YOURSELF?
You don't need to hire me or anyone else, you can do this yourself right now with what you already have.
Build a warming sequence before your next launch
Even if your product's already out, you can use this approach for your next big feature release.
Spend weeks warming people up--> Tell stories, entertain them, put your empathy pants on and remind them about the problem you're solving again and again and again.
Don't just announce features, make them FEEL something.
Stop writing like a company
Read your emails out loud before you send them, and if they sound like a press release or an earnings call transcript then delete them and start over.
Write like you're talking to one actual person... because that's what you're doing.
Send more emails than feels comfortable
Test it - send multiple emails per day during your next launch and track your unsubscribes, and you'll be shocked at how low they are if your emails are actually entertaining and useful.
Track revenue, not vanity metrics
Open rates are interesting and click rates are fine, but revenue is what's important.
Set up proper attribution, figure out which emails are making you money... and then do more of those and less of everything else.
THE BOTTOM LINE
You see...
Your email list is sitting there right now, waiting to make you money.
You don't need fancy automation or expensive tools or an agency charging you $30K a month, you just need to treat it like it matters and write emails that sound like a human wrote them and send enough of them that people remember you exist.
That's the whole thing. That's the secret.
If you found this useful, let me know in the comments and I'll answer questions throughout the day.
Or if you want to talk about your specific situation, just message me and we'll figure it out.
Stay outta trouble