One of the most effective ways of reaching customers, particularly if they aren’t logging into your product enough, is via email.

While most SaaS companies already realize the value of marketing automation with email sequences, few have done the same with customer education.

The two things you need to consider when creating an automated email sequence are:

• Who are you sending the emails to(personalization)? 
• What are you sending(useful content)?

The greater the level of personalization, the more effective the emails will be.

• The ultimate goal of this email sequence is to get these customers to start using this feature.
• The best way to do this is to make them aware of what the feature is, how it helps them, and how to use it.
• Setting up automated email sequences is a great way of improving customer education while simultaneously saving a lot of time and effort on your part.

• Most SaaS companies have a blog where they post regularly. But most companies only think about their blog as a marketing tool, not as a tool for customer education. 
• Your blog posts don’t just have to market your product, they can also contribute to customer education.
• Focus on key problems that your product can solve, and then explain how your customers can solve them.
• The key is to produce content that teaches people how to use aspects of your product to solve a particular problem.

An academy is essentially a course that helps customers learn how to use your product and become experts. Academies often delve deeper into the product than knowledge base articles do.

The great thing about an academy is that it makes you seem like experts in your field. You aren’t just offering a useful product, you’re also teachers and guides. That will elevate you above your competition.

When faced with an issue or a feature they don’t know how to use, most customers will try to find relevant documentation to help them. Your knowledge base is often the first place they’ll look.

89% of millennials, who are one of the biggest purchasers of SaaS software, prefer to search online for help rather than pick up the phone.

You need to make sure your knowledge base is up to scratch, well organized and easy to understand.