PLG: 7 Types of Tech Touches Examples

📧 The 7 Types of Emails We Send to PLG Customers: Is It Too Much?

>>> Your goal for your PLG customers is to be supportive and meet them where they are. <<<

Here's the emails we send. Before judging, let's dive in:

1️⃣ Classic Transactional Emails

2️⃣ Behavioral Emails (the real growth flywheel!)

3️⃣ Lifecycle Marketing Emails

4️⃣ Resurrection Emails

5️⃣ Automated Tech Touches

6️⃣ Automated Tech Touches Behavioral Sequences

7️⃣ High Touch Emails

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1️⃣ Classic Transactional Emails are standard passwords reset, confirmation, invitations

2️⃣ Behavioral Emails 

Highly underutilized & extremely powerful to create buy-in, networking effects, and stickiness.

• "Hey! Joe from your team just approved the policy. See who else needs to approve 👈 

• "Hey! Joe from your team has added evidence to the control. See control history here 👈 

• "Hey! Joe has integrated with DataDog. See the list of integrations that need action here 👈 

Someone on the team doing something sparks your activity. 

For digest & reports:

• "Hey! This week, Joe, Jane, Bob did this ⭐️

• "Hey! This month, Joe is the most active user ⭐️

• "Hey! This quarter, X amount of things are automated & we saved your team Y amount of hours ⭐️⭐️

3️⃣ Lifecycle Marketing Emails, regular newsletter updates

4️⃣ Resurrection Emails alert users back on the platforms — and we also do this to scrub the email list

5️⃣ Automated Tech Touches

Includes Welcome sequence for our 5 activation points where the accounts are in their user journey

• We encourage them "Hey! You are X% to finishing, you are so close, here's how to get there faster. 👈 " 

• We remind them we are there to support "Hey! You are almost done, here's a list of auditor we partner with. Feel free to message us 👈 " 

We keep it short and sweet with 1 CTA. 

We get ~45% open rates!!! 🤯 

Make it easy to digest. 

6️⃣ Automated Tech Touches Behavioral Sequences

With ~60-70% open rates. Very powerful! 🤯🤯🤯

We send emails based on product usage AND non-product*** engagement. Example: 

• Viewing the Pricing 💲 page. If you have Hubspot, you check out the pricing page, their support team will automate an email to you

• For PLG customers, promote discovery into your advanced features 👀 … "Hey! I noticed you dappled with this feature, let me send you an interactive demo or video on this…👈 "

7️⃣ High Touch Emails

This is a learning flywheel, to create new FAQ and update back to our welcome sequences

We follow-up with customers who are Product Qualified Leads #PQLs via our onboarding calls or handraised 🙋🏻‍♀️, or came back wanting to upgrade

I also found that keeping these emails short and conversational is very helpful. It's actually more personable… 🙌🏼 b/c PLG is NOT about operating in the shadow. 👤

Your goal for your PLG customers is to be supportive and meet them where they are.

Check out the comment section on LinkedIn: https://www.linkedin.com/posts/garyyauchan_pqls-productledgrowth-emailmarketing-activity-7242977469878652928-nQ1L?utm_source=share&utm_medium=member_desktop 

I write daily*** about my learning on launching and leading PLG. Feel free to subscribe.

I am Gary Yau Chan. 3x Head of Growth. Product Growth specialist. 26x hackathon winner. I write about #PLG and #BuildInPublic. Please follow me on LinkedIn, or read about what you can hire me for on my Notion page.