A fun, yet accurate description of how SaaS free product trials often feel like a BAD online date.

1. How to Prevent Your SaaS Trial
from Feeling Like a BAD Online Date

2. 70%
of those who register for a SaaS trial
never try the product
—Totango, 2012
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3. A HUGE opportunity, so
EMI registered for numerous SaaS trials
to understand how companies
are tackling this problem

4. Unfortunately, many of our interactions
felt like a BAD online date

5. At the start, they appear
to be the dream date

6. And seem
really interested
83% made contact
within 24 hours
50% assigned a rep
to follow up
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7. They offer ways
to get to know them
In the first email,
58% offered 2-4 assets
to educate and engage us
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8. But don’t ask
about you
16% asked
about our interests to
inform future assets and offers
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9. In fact, they only talk about themselves
80% never adjusted
their communications to
reflect our lack of engagement
with the product!
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10. And finally disappear without a word
80% never acknowledged
that the trial ended
Only 25% offered
a trial extension
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11. Not interested in
what went wrong
Asked why we didn’t purchase the product
%
0

12. 5 rules that make for
a happy SaaS trial union
Give a killer first impression
Offer a spectrum of choices
Ask questions and identify user interests
Monitor engagement and adjust communications accordingly
Learn from your mistakes
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13. Let EMI Strategic Marketing
be your partner in creating engaging
SaaS trial communications
that convert.
Greg Smith
Managing Director, Technology Practice
gsmith@emiboston.com
617-226-4330