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Watch the video here: htttp://audiencestack.com/static/blog-the-five-emails-every-saas-and-ecommerce-business-must-send.html You’ve got the right product. You’ve attracted the right audience. You’ve even convinced them to sign up; giving you their email address. But what does it take to convert them to a paying customer? Last month I spoke in London at the excellent Litmus Email Design Conference. They have just released the 20 minute video which you can find below. In this session, I share the actions a user must take (and the emails you must send) that lead to an AH-HA moment—the moment a user realises the value of your service, become hooked, and have no problem paying for that value. Transcript Hello all and welcome! My name is Alan. I’m the Director of Marketing for WorkCompass. It’s a B2B business that sells Performance Management software to HR departments of organizations that are big enough to have HR departments. You’ll be glad to know I’m not going to be telling you about this. Instead, I’m going to focus on the 15 people that signed up to your service yesterday. We’ll also look at how you have just 30 days to convert them into customers before their interest runs out. So, you’ve got 30 days to convert them to a paying customer – what will you do? In my previous life, I had this very same problem – converting potentials into customers! A few years back I founded an ESP (Email Service Provider) called Toddle, but I eventually sold it. I soon discovered that I was very good at attracting people to sign up; it was really easy. Usually, all I had to do was ask, and they would do it. However, there was just one problem; I wasn’t great at turning those people into customers. Something was missing. We had a great product and a great team, but there was a piece missing from the puzzle. I sold the business and moved on, but I still kept thinking about it. I was obviously missing out some vital steps – the steps that need to be taken before a user is converted into a customer. So, when I sold Toddle I moved to research what everyone else was doing; I wanted to find out how they worked and how they were successful. I ended up signing up to hundreds of emails, different types of web services and even e-commerce sites. I wanted to see what it was they were doing. I tracked the progress and activity as they guided me through the process. As a result I was left with a lot of data, but from this data I could see some distinct patterns that had emerged from the process; it was a kind of a framework to build an activation campaign. The Ah-ha Moment! A user needs to take a certain number of steps that leads to an “Ah Ha” or “WOW” moment. Read the rest at htttp://audiencestack.com/static/blog-the-five-emails-every-saas-and-ecommerce-business-must-send.htmlRead less