I run a community and sell digital products (but it's not a SaaS product), so take this with a grain of salt.
I send an email every time:
I upload a new workshop in the community
there's a live event (workshop, hot seat, fireside chat, etc.)
I want them to vote on what I create next or which workshops they most want
we hit a new milestone in the community (usually new members)
it's someone's business birthday (but only that person because that'd be feral lol)
For non-community digital products, I have a pretty standard email automation to make sure people are getting the value from the product, if they have any questions, and to invite them to upgrade to one of the paid communities. After that, I email customers every time I update the product (typically 2-4 times a year). I've gotten sales from these emails (everything from additional product sales, 1:1 consulting, and done-for-you services).
People are allowed to unsubscribe or change their notification frequency if they don't want to hear from you. I find people appreciate personalized value :)
Comparing it to a SaaS product update, it's much, much less than what you think. I only update a non-community-based digital product (like a standalone workshop or bundle) mayyyybe once a quarter, so I let people know what I've added and how it'd benefit them since people have lifetime access + all updates.
I email so often for other things because I run an education community, so it's already a more interactive model, and the community often feeds into my high-ticket offers, so I need to keep them engaged so they stay invested/informed. :)
Really, it's just about knowing your audience. Do they want to just use the product and know the basics of what's new? Or do they want to feel like they're a part of something bigger? Different audiences require a different cadence.
I run a community and sell digital products (but it's not a SaaS product), so take this with a grain of salt.
I send an email every time:
For non-community digital products, I have a pretty standard email automation to make sure people are getting the value from the product, if they have any questions, and to invite them to upgrade to one of the paid communities. After that, I email customers every time I update the product (typically 2-4 times a year). I've gotten sales from these emails (everything from additional product sales, 1:1 consulting, and done-for-you services).
People are allowed to unsubscribe or change their notification frequency if they don't want to hear from you. I find people appreciate personalized value :)
WOW thats a lot. I dont think I could do that to developers 😂
Comparing it to a SaaS product update, it's much, much less than what you think. I only update a non-community-based digital product (like a standalone workshop or bundle) mayyyybe once a quarter, so I let people know what I've added and how it'd benefit them since people have lifetime access + all updates.
I email so often for other things because I run an education community, so it's already a more interactive model, and the community often feeds into my high-ticket offers, so I need to keep them engaged so they stay invested/informed. :)
Really, it's just about knowing your audience. Do they want to just use the product and know the basics of what's new? Or do they want to feel like they're a part of something bigger? Different audiences require a different cadence.