Shownotes:

When SaaS companies raise their prices, the internet explodes – but why do some brands face massive backlash while others skate by unscathed? If you're Jess Haney, you don’t just follow the drama, you collect over a dozen pricing increase emails, analyze the social media storms that follow – and distill the patterns into a must-read report. From Canva's rollback to Kit's creator rebellion, discover what makes customers rage-quit versus grudgingly accept – and the three non-negotiables that could save your next price increase from becoming a PR disaster.

About our guest

Jess Haney is the founder and head strategist of Open Loop Studio — a lifecycle email agency for B2B SaaS companies with free trials who are ready to increase conversions and turn trial users into revenue.

Ideas you don’t want to miss

(4:45) Why companies should take social media price increase rants seriously – even if they seem overblown (6:34) The crucial (and easily reversible!) mistake that sends angry customers to social media (9:36) The only reality where brands get positive reactions to price increases – and how to spin that to your advantage (16:48) Jess's non-negotiable rules for price increase emails (hint: no-reply = no-no) (20:38) The Kajabi paradox: why a well-written email still generated massive complaints (24:42) What Jess swipes religiously (and it's not promotional emails)

Links from this episode

Take 76% off the complete email toolkit with our Black Friday Blowout Bundle. And as an Email Swipes listener, you get an extra 10% off with coupon code 10OFFBFCM25!

Grab Jess's free Price Increase Email Report to see what 10+ SaaS companies did right (and wrong) with their pricing announcements

Follow Jess on LinkedIn and YouTube or book a lifecycle call

Listen to Ep. #30 with Rand Fishkin about SparkToro's intentional approach to customer communication

Revisit Ep. # 42 for how I handled Detrack’s pricing increase email – and compare my approach to the insights Jess shared today

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

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♻️ This is a replay episode originally aired on September 25, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

Let’s dive into the strategies and methods used in the SparkToro feedback-slash-winback email, featured in Episode 30.

Ideas you don’t want to miss

(03:54) Takeaway 1: 1:1-style personal emails don’t have to be (or usually shouldn’t be) all or nothing

(04:48) Takeaway #2: Flex those humility muscles before asking for customer feedback

(05:55) Takeaway #3: Use email content to take shared values further

(08:00) Takeaway #4: Learn (and use) your customers’ lifecycle

(08:49) Takeaway #5: Use choice to increase relevance when you don’t have the right data

(09:17) Takeaway #6: Don’t blindly follow your competition

(10:02) Takeaway #7: Understand screen fatigue and cut whatever you can

Links from this episode

Take a look at the emails we featured in Ep. 30

Plan more effective emails with my Ecomm Playbooks or SaaS Success Pack

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

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Or find on your favorite podcast player

Shownotes:

♻️ This is a replay episode originally aired on September 18, 2024. I’m resurfacing it because – as much as we love fresh content – replaying smart ideas deepens the insights. And a second listen usually surfaces something you missed the first time ‘round. So, earbuds in — pen out. Let’s make this listen actionable. ♻️

When your audience only needs your software inconsistently, how do you distinguish between disappointment or product misalignment – and natural lifecycle usage? If you’re Rand Fishkin, you send an all-rounder email that collects product feedback, updates churned customers, and improves the world’s home Italian cuisine – all at the same time.

About our guest

Rand Fishkin is cofounder and CEO of SparkToro, makers of fine audience research software, and indie game developer Snackbar Studio. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter.

Ideas you don’t want to miss

(08:42) How SparkToro tag teams their email communications – and how each sender flavors their emails with unique perspectives

(11:50) The unique lifecycle of the SparkToro customer – and the even more unique response and encouragement of the SparkToro team and communications

(19:11) How feeding bias into the email copy actually improves responses and gives the team better feedback

(19:57) How they keep this email updated, without maxing out the team

(21:31:) Why you shouldn’t use cream in your pasta – and what you should do instead

(22:33) The simple filter that helps the team deprioritize the requests that won’t serve their core customers

(27:01) The changes Rand wants to make to this email (and every other email he sends)

Links from this episode

Take a look at the emails we’re talking about today

Discover the websites, blogs, podcasts, social accounts, and publications that reach your audience with SparkToro

Plan more effective campaigns with my Promo and Launches Playbook or with my Campaign Ideation Masterclass

Free consult when you sign up to ConvertKit using this affiliate link. Terms and conditions here.

Connect with Rand on LinkedIn

Follow Nikki on LinkedIn

Get Nikki's email musings at ⁠nikkielbaz.com/subscribe ⁠

Let me know what you thought about the episode by emailing podcast@nikkielbaz.com

Subscribe to Email Swipes and never miss another episode

Apple Podcasts

Spotify

Google Podcasts

Or find on your favorite podcast player