---
title: "Learn How To Nurture New Signups Beyond The Free Trial"
description: "The SaaS law of averages suggests 40-60% of free trial signups use the product once and never return, often due to lack of perceived value or mismatched expectations. The Nurture Starter Kit is a guide for designing messaging campaigns to convert these signups into paying customers through improved communication. It advocates behavior-based triggered messages over timed drips, tailored to each customer’s definition of success, and includes half a dozen example messages. The kit also provides advice on measuring campaign effectiveness through actions that lead to conversions, not just macro-level rates. The goal is to make becoming a paying customer the obvious choice, avoiding radio silence followed by a last-minute expiration email."
---

# Learn How To Nurture New Signups Beyond The Free Trial

[Intercom](https://yomu.fyi/company/intercom) · Oct 9, 2026

**Type:** Announcement

## Summary

The SaaS law of averages suggests 40-60% of free trial signups use the product once and never return, often due to lack of perceived value or mismatched expectations. The Nurture Starter Kit is a guide for designing messaging campaigns to convert these signups into paying customers through improved communication. It advocates behavior-based triggered messages over timed drips, tailored to each customer’s definition of success, and includes half a dozen example messages. The kit also provides advice on measuring campaign effectiveness through actions that lead to conversions, not just macro-level rates. The goal is to make becoming a paying customer the obvious choice, avoiding radio silence followed by a last-minute expiration email.

## Context

The post addresses the common SaaS problem of free trial abandonment, where 40-60% of signups use the product once and never return, often due to lack of perceived value.

## Approach / What changed

Designing a messaging campaign based on user behavior rather than time-based drips, with messages that show product value tailored to each customer’s definition of success, and measuring campaign effectiveness through actions that lead to conversions.

## Takeaways

- 40-60% of free trial signups use the product once and never return, often because they did not see value or their experience did not match marketing promises.
- Behavior-based triggered messages are preferred over timed drip campaigns for nurturing free trial users.
- Measuring campaign success should focus on actions that lead to conversions, not just macro-level conversion rates.

## FAQ

### Why do free trial users abandon the product?

The post states that users abandon free trials because they did not see value from interacting with the software, their experience did not match marketing, or they got busy. These reasons are largely within the company's control.

### What is the Nurture Starter Kit?

The Nurture Starter Kit is a guide for designing messaging campaigns to convert free trial signups into paying customers. It focuses on behavior-based triggered messages, includes example messages, and provides advice on measuring campaign success.

### How should nurture messages be designed?

Messages should be based on user behavior rather than time-based drips, and should show customers the value of the product tailored to their definition of success. The kit includes half a dozen example messages to stimulate ideas.

**Tags:** [Customer Success](https://yomu.fyi/topic/customer-success), [Email Marketing](https://yomu.fyi/topic/email-marketing), [SaaS](https://yomu.fyi/topic/saas)

- Source: [Intercom](https://www.intercom.com/blog/learn-nurture-new-signups-beyond-free-trial)
- Source URL: https://www.intercom.com/blog/learn-nurture-new-signups-beyond-free-trial
- Ingested by Yomu: 2026-10-09T12:01:26.200Z

[Read original post](https://www.intercom.com/blog/learn-nurture-new-signups-beyond-free-trial)