How Hero Journey Emails Hook New Users

If you work for a Software as a Service (SaaS) provider, you know you work like a [working] dog to meet launch dates. There’s a seemingly endless supply of bugs to be squashed and last minute features to shoehorn in.
So who could blame you for wanting a break post launch?
Well.
If you haven’t planned an email sequence for the launch, you’ll have to get up to speed quickly. Because new users will sign up and then… disappear.
Why?
Like your Dev Team, new users need guidance. They need to be reminded of the benefits. And led through optimizing and using the software.
That’s where the Hero’s Journey comes in.
Below you’ll find a formula for communicating with your new users.
1) Start
A short “Thank You” note for starting a trial. List benefits.
2) Call to Adventure
A cheerful ego-boosting email, to validate their fine judgment. Repeat benefits. Can be from the Founder or CEO (but doesn’t have to be).
3) Refusal to Act; Meeting the Mentor
When they’ve signed up but not activated the software. Mention how easy it is to get help if they need it.
4) Easy Obstacles Overcome
Mention some easy tweaks to optimize the product.
5) First Threshold
State a challenge and encourage them to perform it.
6) Second Threshold (No Turning Back)
State an easier challenge and encourage them to perform it.
7) Rescue
When they’re not engaged; suggest personalized customer service help.
8) Realization of Value
Make the pitch. Share other users’ feedback on how it’s benefited them. “Upgrade now to annual and save.”
9) Payment (The End)
Thank you email. And add how they can get more value out of the software (forums, etc.).