AI & Automation
Personas
SaaS & Startup
Time to ROI
Short-term (< 3 months)
When I was working on a complete website revamp for a Shopify e-commerce client, I stumbled into what became one of my most valuable A/B testing discoveries. The original brief was straightforward: update the abandoned checkout emails to match the new brand guidelines. New colors, new fonts, done.
But as I opened the old template—with its product grid, discount codes, and "COMPLETE YOUR ORDER NOW" buttons—something felt off. This was exactly what every other e-commerce store was sending. Not just similar. Identical.
That's when I decided to break every "best practice" I'd learned about email marketing. Instead of optimizing within the rules, I threw out the rulebook entirely. What happened next changed how I approach newsletter testing for all my SaaS clients.
In this playbook, you'll discover:
Why treating SaaS emails like personal conversations beats corporate templates
The counter-intuitive subject line strategy that doubled my open rates
How addressing actual customer pain points can turn emails into customer service wins
The simple copy change that transformed complaints into conversions
A replicable framework for testing beyond traditional email "rules"
Most SaaS founders are stuck optimizing button colors when they should be questioning the entire approach. Ready to see what happens when you stop following the crowd? Let's dive in.
Industry Reality
What every email expert recommends
Walk into any marketing conference or open any email marketing guide, and you'll hear the same advice repeated like gospel. The "proven" formula for SaaS email success looks something like this:
Keep subject lines under 50 characters because mobile screens are small
Use urgency and scarcity with phrases like "Don't miss out!" and "Limited time"
Stick to branded templates with your logo, colors, and corporate messaging
Include clear product imagery and feature highlights to remind users what they're missing
End with a single, prominent CTA button that drives users back to your product
This conventional wisdom exists because it works... in e-commerce. These tactics were battle-tested by Amazon, optimized by retail giants, and proven to move physical products. The problem? SaaS isn't selling sneakers.
When you're selling software subscriptions, the psychology is completely different. Your prospects aren't impulse buying—they're making calculated business decisions. They're not comparing prices on similar products—they're evaluating whether your solution fits their workflow. They're not worried about missing a sale—they're worried about making the wrong choice.
Yet most SaaS companies copy-paste e-commerce email strategies without questioning whether they make sense. The result? Inboxes full of identical "urgent" messages that get ignored, deleted, or worse—marked as spam.
The conventional approach treats every email like a transaction when SaaS is actually about relationships. Time to flip the script.
Consider me as your business complice.
7 years of freelance experience working with SaaS and Ecommerce brands.
So there I was, staring at this abandoned checkout email template that looked like every other e-commerce email I'd ever seen. Corporate header, product images, discount code, "Shop Now" button. Textbook stuff.
But here's where things got interesting. Through conversations with my client, I discovered a critical pain point that no one was addressing: customers were struggling with payment validation, especially with double authentication requirements. Most abandoned cart emails completely ignored this friction.
Instead of just updating the brand colors like I was supposed to, I decided to run an experiment. What if we completely reimagined the approach?
I ditched the traditional e-commerce template and created something that felt like a personal note from the business owner. No product grids. No corporate branding screaming from the header. Just a simple, newsletter-style design that looked like someone actually wrote it.
The subject line change was equally radical. Instead of "You forgot something!" or "Complete your order before it's gone," I went with "You had started your order..." It was conversational, assumptive, and completely different from what competitors were sending.
But the real breakthrough came in the content itself. Instead of pushing the sale, I addressed the actual problem customers were facing. I added a simple 3-point troubleshooting list:
Payment authentication timing out? Try again with your bank app already open
Card declined? Double-check your billing ZIP code matches exactly
Still having issues? Just reply to this email—I'll help you personally
My client thought I was crazy. "This doesn't look like marketing," they said. "It looks like customer service." Exactly.
Here's my playbook
What I ended up doing and the results.
What happened next taught me everything about the difference between pushing products and solving problems. The results went beyond just recovered carts—customers started replying to the emails asking questions, sharing specific issues, and some even thanked us for actually being helpful.
Here's the exact framework I developed from this experiment and have since applied to SaaS newsletter testing:
Step 1: Flip the Assumption
Instead of assuming people forgot or need to be convinced, assume they have a legitimate reason for not completing the action. In SaaS newsletters, this means acknowledging that people are busy, not that they don't care about your product.
Step 2: Address the Real Friction
Most SaaS newsletters talk about features and benefits. But what if the real friction is understanding how to implement your solution? Or concerns about team adoption? Address the elephant in the room instead of dancing around it.
Step 3: Write Like a Human, Not a Company
Corporate speak kills engagement. "We're excited to announce our new feature" versus "I built this because our users kept asking for it." Which one would you rather read from a founder?
Step 4: Make Replies Welcome
End your newsletters with "Just reply if you have questions" instead of "Click here to learn more." You'll be amazed how many insights you get when people actually respond.
The A/B Testing Strategy:
For SaaS newsletters, I test three versions simultaneously:
Version A (Control): Traditional SaaS newsletter with features, updates, and clear CTAs
Version B (Personal): Written from founder's perspective, sharing challenges and lessons
Version C (Problem-First): Addresses specific customer pain points before mentioning solutions
The key metrics I track aren't just open rates and clicks. I measure:
Reply rate (higher engagement signal)
Time spent reading (email client analytics)
Forward rate (shareability indicator)
Conversion to trial or demo (actual business impact)
The beautiful thing about this approach is that it scales. Once you find the voice and angle that resonates, you can apply it across all your email communications—onboarding sequences, feature announcements, even support responses.
Personal Voice
Write emails like you're texting a friend, not broadcasting to thousands
Friction Hunting
Find the real reasons people aren't engaging, then solve those problems directly
Reply Strategy
Make your newsletters two-way conversations, not one-way announcements
Metric Evolution
Track engagement depth, not just surface-level opens and clicks
The results from this approach consistently surprise SaaS founders who try it. In my experience, the "personal note" style emails regularly achieve:
40-60% higher open rates compared to traditional SaaS newsletters
3-5x more email replies, providing direct customer feedback
25-35% improvement in click-through rates because people trust the sender
Significantly lower unsubscribe rates since the emails provide actual value
But the most valuable outcome isn't in the metrics—it's in the relationships. When you write newsletters like a human instead of a marketing department, people respond like humans. I've seen SaaS founders get feature requests, partnership opportunities, and even investment leads through newsletter replies.
One client discovered their biggest customer pain point not through surveys or user research, but through a single newsletter reply that sparked a conversation. That insight led to a product pivot that doubled their revenue.
The abandoned cart email experiment that started this journey? It became the template for all their customer communications. More importantly, it changed how they thought about every touchpoint with their audience.
What I've learned and the mistakes I've made.
Sharing so you don't make them.
Here's what I learned from testing hundreds of email variations across different SaaS clients:
Authenticity beats optimization every time. A slightly "messy" email from a real person outperforms a perfectly polished corporate message.
Subject lines should hint at value, not demand attention. "What I learned from our biggest customer churn" beats "Urgent: Don't miss this update."
Address objections before making requests. If you want people to try a new feature, acknowledge why they might be hesitant first.
The reply button is your secret weapon. Two-way conversations build stronger relationships than one-way broadcasts.
Test complete approaches, not just elements. Changing a subject line won't save a fundamentally flawed email strategy.
Timing matters less than relevance. A helpful email sent at the "wrong" time beats an irrelevant email sent at the "perfect" time.
Your worst emails teach you the most. Pay attention to which messages get ignored—that's where the learning happens.
The biggest mistake I see SaaS founders make is treating email like performance marketing when it should be relationship marketing. Your newsletter isn't a billboard—it's a conversation.
How you can adapt this to your Business
My playbook, condensed for your use case.
For your SaaS / Startup
For SaaS startups implementing this approach:
Start with founder voice in newsletters, even if you have a marketing team
Test problem-focused subject lines against feature-focused ones
Track reply rates as your primary engagement metric
Use customer development insights in email content strategy
For your Ecommerce store
For e-commerce stores adapting this framework:
Address actual shopping friction in abandoned cart emails
Write product updates like personal recommendations, not sales pitches
Test conversational subject lines against promotional ones
Include customer service elements in marketing emails