EMAIL COURSE: SAAS GROWTH FUNDAMENTALS

COURSE PARAMETERS
• Duration: 7 emails over 14 days (Mon + Thu delivery)
• Goal: Position as growth authority, capture email list
• Audience: SaaS founders, growth managers
• Offer at end: 500 growth audit (optional upsell)

BRAND VOICE PROFILE (locked for consistency)
• Tone: Conversational, opinionated, data-backed
• Vocabulary: unit economics, cohort retention, not success metrics
• Sentence length: Mix short (5 words) + medium (15 words), no long walls
• Examples: Specific numbers, naming customer stories (anonymized)
• Disclaimer: Always caveat with this depends on your specifics

===== EMAIL BREAKDOWN =====

EMAIL 1: HOOK (Monday, Day 1)
Subject: The one metric most SaaS founders get wrong

Dear FirstName,

Most SaaS founders obsess over MRR. Totally get it—it's the easiest to track.

But the metric that actually predicts your survival? Cohort retention.

Here's why: A founder might celebrate 100% MoM growth and still go bankrupt if each cohort churns after 6 months. I've seen it happen twice.

Over the next two weeks, I'm sharing the growth framework I use to audit SaaS companies.

You'll learn:
• Which 3 metrics predict if you survive Year 2
• Why CAC payback is a trap
• How to spot growth ceiling before it's too late

Check back Thursday for lesson 1.

FirstName

===== EMAIL 2: LESSON 1 (Thursday, Day 4) =====
Subject: Lesson 1: The survival metric (hint: it's not MRR)

Content: Cohort retention deep dive, with 2 customer examples

===== EMAIL 3: LESSON 2 (Monday, Day 8) =====
Subject: Lesson 2: CAC payback math (and why most founders calculate it wrong)

===== EMAIL 4: LESSON 3 (Thursday, Day 11) =====
Subject: Lesson 3: Growth ceiling—how to spot it 12 months before it hits

===== EMAIL 5: LESSON 4 (Monday, Day 15) =====
Subject: Lesson 4: The unit economics flywheel (and your one lever to pull)

===== EMAIL 6: DEEPER DIG (Thursday, Day 18) =====
Subject: Bonus: Inside a 10M ARR SaaS growth audit

Case study email: anonymized customer story with redacted numbers

===== EMAIL 7: SOFT SELL (Monday, Day 22) =====
Subject: Want me to audit your growth?

Offer: 2-hour growth audit, 500, link to Calendly

If this resonates, book a call. If not, totally cool—glad the emails were useful.

FirstName

===== SEGMENTATION =====

Track engagement:
• Opens: Segment non-openers after email 2, resend with new subject line
• Clicks: Tag clickers as high intent, move to sales sequence
• Non-clickers: Move to weekly digest instead

===== VOICE CONSISTENCY CHECKLIST =====

Each email must pass:
✓ One strong perspective (not it depends)
✓ Specific numbers, no generics (e.g., 6-month cohort, not long-term)
✓ One story or example
✓ Call-to-action that matches tone (not salesy—direct)
✓ Length: 150–250 words

===== EXPECTED METRICS =====

• Open rate: 45–55% (good list quality)
• Click rate: 8–12% (specific, data-backed content)
• Reply rate: 1–3% (questions/feedback)
• Conversion to audit call: 2–4% (of openers)
→ 1,000 sign-ups → 450 opens → 20 calls scheduled