Case Study: How Meal Mentor's Signup Abandonment Emails Recaptured $2,500+ in Revenue (Within 1 Month)

Editor’s Note: Today’s guest post comes to us from entrepreneur and SaaS marketing expert Christoph Engelhardt. Recently, he worked with meal-planning membership site Meal Mentor to dramatically improve signup rates—and here, he’s sharing how.

If you want to learn more from Christoph, check out his SaaS Email Marketing Crash Course.

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Today I’m going to show you a strategy that made my friend Scott $2,563.65.

In under 30 days.

This strategy also led to a flood of new members for his business.

The best part?

He didn’t need to change anything about his product or his website.

In today’s blog post, I’ll reveal the exact step-by-step process that Scott and I used to boost Meal Mentor’s signup rate and recapture revenue that would otherwise be gone for good.

All it took was Scott’s existing payment setup and Drip.

The Sequence That Made Me Say, “I Totally Have to Try This!”

About two years ago, I stumbled upon a Drip tutorial on setting up a 2-step SaaS signup sequence.

In the tutorial, Drip cofounder Rob Walling revealed how they were recapturing leads who left the signup process before entering their credit card information.

Now that was an exciting idea.

I knew I had to try this for my own product, LinksSpy, then and there!

I set it up, and the results from this totally blew me away…

My signup rates increased by 15%!

3 Simple Steps to More Signups

There are just three steps to setting up a standard signup abandonment email workflow.

  1. Drop Drip’s JavaScript code onto your signup page.
  2. Set up a signup abandonment email workflow to identify people who have entered their email on the first the signup page but haven’t become customers.
  3. Write compelling emails to get those people to complete the process.

Here’s what that standard signup reminder emails workflow looks like:

Click to enlarge.

If you’re interested in more details, I’ve also written a blog post on how both Drip and I have used workflows like this.

The process is simple enough, yet next to nobody is using it.

It drives me crazy—but it made for a real competitive advantage for Scott at Meal Mentor. In fact, it helped him recover more than 100 paying customers in under 4 weeks!

Let’s talk about how we did that, so you can learn to do it too.

Meal Mentor’s Signup Workflow

Meal Mentor offers weekly plant-based meal plans at a cost of $18.99 per month.

Their signup flow is as simple as their recipes:

Just one page with a few form fields and that’s it—nice, simple, and clear.

Unfortunately, that makes signup abandonment emails a bit harder to set up.

With a single-page signup flow you can’t fire an event before users get to the credit card fields (which is usually what scares them away).

So Scott and I decided to take a slightly different approach: we would instead tag every subscriber already in the database once they visited the signup page.

This was easier to implement than redesigning the whole signup process for Meal Mentor. If you’re starting from scratch, I’d recommend trying a 2-step process so you’re not limited to recapturing only people who have joined the email list before visiting the signup page.

But as always, done beats perfect!

Meal Mentor’s Results from Signup Reminder Emails

After we had implemented and refined the workflow, we just had to wait for people to go through it.

After four long weeks of waiting, Scott sent an exciting message through Slack:

I was thrilled!

I jumped on Slack and bombarded him with questions:

  • How many customers had converted because of the emails? 135 customers.
  • How much money did Scott make as a result? $2,563.65.
  • What was the aggregated expected customer lifetime value of those customers? $10,800!

Now, those are some impressive numbers!

Overall, we managed to convert 36% more paying customers.

The signup abandonment emails are on track to generate Meal Mentor an additional $100,000 in income in 2017 alone.

The Nitty-Gritty Details of Meal Mentor’s Signup Abandonment Email Sequence

I outlined Meal Mentor’s setup in broad strokes above—but if you’re ready to implement this yourself, read on for the step-by-step version.

First, make sure that Drip’s Javascript snippet gets loaded on your pricing page. (Scott had already taken care of this, so we were good there.)

Next, you need an email to send to the abandoning visitors. We wrapped that up in what Drip calls a Campaign (a series of emails), just in case we ever decide to send more than one email.

Scott took care of the copywriting as well. That’s fantastic, because he knows his audience way better than I do.

Here’s Scott’s copy so you get an idea:

Finally, you have to build the workflow. We went through 10+ iterations before we had something that did everything we wanted.

Luckily, you can just and copy and adapt what we did and save yourself the hassle.

Here are a few things that complicated the logic:

  • There are two signup pages for Meal Mentor.
  • Existing members might visit the signup page again.
  • We don’t want to count people who convert immediately as “recovered.”
  • We wanted some insight into how many people are in the funnel at any given time.

Here’s the complete workflow we ended up with:

Click to enlarge.

Now, let’s break this workflow down.

First there are two entry points—one trigger for each of the two signup pages.

The first decision checks for existing members and pulls them out of the workflow, because we don’t want to send signup abandonment emails to existing customers. That’d be weird, right?

If the visitor is not an existing member of MealMentor, we apply the abandoned_purchase tag.

This allows us to search for people who are currently in the funnel, if the need arises.

After that, we wait 10 hours before we apply the received_abandonment_emails tag and start sending emails. We wait those 10 hours to allow people to finish the signup process before we start nudging them.

Next come two goals: applying either the member or annual_member tag when someone finishes the signup process. These goals pull anyone who purchases to this point in the workflow, so what comes next applies only to people who have successfully purchased.

After the goals, we look at whether they received the emails, and if they did, we apply the recovered_member tag. This tells us the number of additional conversions from signup reminder emails (138 at the time the above screenshot was taken).

Lastly, we do some housekeeping by removing tags we don’t need anymore, and then exit the workflow.

But How Did It Convert?

When you look closely at the screenshot of the workflow, you’ll notice a bunch of small numbers below each element. These allow us to calculate conversion rates.

For example, 512 visitors received signup abandonment emails. Of those visitors, 138 converted to paying customers: a 26.95% success rate!

Another interesting fact to demonstrate the impact: out of 991 people who visited the signup pages (and who were not already customers), 607 didn’t complete the signup process right away. In other words, without the email, 61.25% of visitors abandon the funnel at this point!

One final stat. While 384 visitors turned into paying customers of their own accord, signup abandonment emails delivered an additional 138 paying customers.

Making more than $2,500 in the first few weeks is fantastic—but the sweetest part is the 36% increase in signup rates.

That means this workflow is the kind of asset that will keep delivering extra revenue month after month. And as Meal Mentor gets more traffic to their site, the revenue this extra email produces will only grow.

If you want to learn more money-making SaaS email marketing strategies, I have another resource for you. Click here to sign up for my crash course.

Curious about how you could implement a signup-abandonment workflow in your own business? Tell us a little bit about your checkout setup in the comments and we’ll try to help.