How *NOT* to lose money and alienate customers 🎃

⚫ Black Friday edition  ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Hey folks! Now we’re done with Halloween, the top thing I’ll be hearing about in the marketing world now is #BlackFriday. It’s the perfect opportunity to…lose some money and alienate your customers. (Spoiler warning: no, we won’t have a BlackFriday offer. Let me explain.) [Thumbnail for video]( [Traditionally, watch my TL;DR video rant]( A couple of weeks back, I had a great chat with Ireneusz Klimczak and Alexandra Kvasnevska from GetResponse. Alexandra said something that really stuck with me since (And I knew I would be writing a post about it…) “When your customers see these offers that are not available to them, they feel like they’ve overpaid, you’re leaving them out, and they may become resentful.” Exactly. [Image] Here’s what most #SaaS companies do for Black Friday: - Push heavily discounted plans for new clients. - Leave their existing clients out completely. Here’s what happens as a result: - You attract a ton of customers who are signing up for a very bad reason. They are price-sensitive, and ironically - tend to be a lot more demanding and create more hassle for your CSMs than people who made a value-based decision to buy your tool. And in the end: they churn more, bring you less revenue, and generate more support costs. - Your existing customers are feeling resentful. If your tool is very transactional and you offer monthly plans, they may even cancel their existing subscription and sign up again at the promotional price. Here’s how you can do better: I created a few examples of a more sustainable Black Friday offer you can promote to your users directly in-app, to drive [expansion revenue:]( - Instead of offering discounts, add extra value to your plans - e.g. access to premium features from higher plans in lower plans, add hours with a CSM, priority support etc. [Image]  - Instead of only chasing new customers, provide special offers to your existing customers to push for[expansion revenue]( as well: e.g. provide a special offer on upgrades to higher plans (e.g. by giving extra allowance like in the example below if your [pricing is usage-based](), or [upsell bundled add-ons](; [Image] With Userpilot, you can easily copy the slideout and customize the text on for audience of each plan, and then target the offer to the right audience in the audience settings: [Image] ​ - Team up with another company (offering complementary product/service to yours) to create a special reduced plan for both tools. You can then promote it in-app in both of your products, again, using audience targeting to exclude the users who are already your mutual customers with tools like e.g. Crossbeam. [Image]  That way, you’ll actually create a more sustainable growth from your BF offer. If you want to learn how Userpilot can help you with that - [Let's chat](. See you next week! [Image] Emilia Korczynska, Head of Marketing at Userpilot I'm a marketing manager obsessed with product growth. Wanna talk? Simply respond to this email!  To make sure you keep getting these emails, please add emilia@userpilot.co to your address book or whitelist us. Want out of the loop? Don't remember you subscribed at all? We get it. We sometimes don't remember how we got to our office today let alone how we subscribed to this or that email. Sometimes people also get offended by our strong opinions on all matters product, SaaS and UX, but you know what? We won't stop sharing them - and what we believe is the best product practices and the future of SaaS. Anyway, if you ever want to come back you'll know where to find us. Until then! [Unsubscribe](. Our postal address: 1887 Whitney Mesa Dr #9995 Henderson, Nevada 89014 United States