Welcome to TouchPoints, the newsletter that breaks down marketing collateral from top SAAS brands for inspiration and analysis.

This week, we have ContentSquare’s homepage, plus an onboarding email from Webflow, and a newsletter email from Partnerhub. H/t to All SAAS Emails for providing a clean, easy to use repository of SAAS email campaigns.

ContentSquare

Full Homepage

Homepage Hero

Webflow

Email

Partnerhub

Email

Observations

What counts as outcomes?

In Contentsquare’s full homepage annotation, I marked their blog preview section as “outcomes”. While I want to work on more symbols to denote content on a company’s homepage, after a short browse of their blog, I decided to mark this as outcomes, as it seems to be focused on educating the reader about the possible outcomes of using their platform.

Why are emails so heavy on features & CTAs?

The emails above are highly focused on 3 elements of messaging: capabilities, features, and CTAs.

For context, one of these is an onboarding email (webflow) and the other is a newsletter for customers.

The important aspect here that dictates the messaging needs is that these emails go out to people who are already “sold” on the product. These emails are less promotional in a marketing sense, and operate more as customer success touchpoints.

When you have someone on a free trial, or a paying customer, it doesn’t pay to keep pushing the reasons to buy. At that point, getting your customers to actually use the product, and understand what it can do for them more specifically are much more important.

Any Questions?

Looking for more explanation about the elements of messaging that I highlight? Check out my guide here.

Anything further? I'm happy to take a break from exploring the wider world of marketing & eating chocolate chip cookies to address your questions.

Email me here.

Acknowledgements

I would like to extend our thanks to the following companies for providing examples and insights that made this edition of TouchPoints possible:

• Adfolio - For their awesome repository of B2B ads, with excellent commentary.

• Beehiiv - For being an awesome provider of newsletter creation and delivery services.

• Founderway.AI - An awesome resource that helped me better figure out how to run this newsletter, and forever friends of TouchPoints

• All SAAS Emails - This has been a valuable resource for finding email campaigns from SAAS companies. Much better than starting a bunch of free trials then rifling through my own email inbox.

I sincerely appreciate these companies for providing great tools for research. It's collaborators like them that allow us to deliver the best of modern SaaS marketing to you, our subscribers, every week in TouchPoints.