How Top SaaS Companies Keep Users Engaged & Subscribed

Customer retention is the lifeblood of any SaaS business. While acquiring new customers is important, the real key to SaaS profitability lies in keeping users engaged, satisfied, and subscribed for the long run.

Just to name a few familiar names, top SaaS companies like HubSpot, Slack, Netflix, and Dropbox don’t just offer great products—they excel at user engagement strategies that reduce churn and maximize customer lifetime value (CLV).

By leveraging personalized onboarding, proactive customer support, feature adoption strategies, and flexible subscription models, these companies keep their subscribers loyal and invested.

As a SaaS founder, if you’re wondering how to improve SaaS customer retention or how to prevent churn in subscription-based businesses, this article will break down proven engagement strategies used by industry leaders.

1. Seamless & Personalized Onboarding

First impressions matter, especially in the world of SaaS. If users feel lost or overwhelmed when they first sign up, they’re far more likely to abandon your platform before experiencing its full value.

That’s why top SaaS companies invest heavily in seamless user onboarding experiences that guide new customers every step of the way.

So, what does an effective SaaS onboarding process look like?

Interactive Product Tours & Guided Walkthroughs
Instead of throwing users into a dashboard full of features which they don’t understand, successful SaaS companies like Notion, ClickUp, and Monday.com use interactive walkthroughs to show users exactly how to get started.

Successful SaaS companies provide intuitive, step-by-step guides that highlight key features and make the learning curve feel effortless.

Personalized Onboarding Based on User Needs
A one-size-fits-all onboarding flow doesn’t work. Platforms like HubSpot and Mailchimp personalize the onboarding experience by asking users a few quick questions when they sign up—such as their role, company size, or main goal.

This way, they can tailor tutorials, feature recommendations, and dashboard layouts to match what the user actually needs.

In-App Tooltips, Checklists & Progress Indicators
Ever noticed those little pop-ups that nudge you to explore a feature or complete your profile? That’s an effective SaaS onboarding technique designed to keep users engaged.

Companies like Airtable and Trello use checklists and progress bars to encourage users to complete key setup tasks—because the sooner they get fully onboarded, the more likely they are to stick around.

Welcome Emails & Video Tutorials
The best SaaS companies don’t just rely on in-app onboarding. They reinforce it with engaging welcome emails, video tutorials, and FAQs that help users understand the platform at their own pace.

A great example is Canva, which sends new users an email series with design tips, shortcuts, and case studies to inspire them to keep using the platform.

Reduce Churn by Helping Users Reach Their First “Aha!” Moment Quickly
The faster a user experiences the core value of your product, the higher the chances they’ll stay subscribed.

Whether it’s getting them to schedule their first task (Trello), send their first email campaign (Mailchimp), or import their first dataset (Airtable)—helping them hit that “Aha!” moment within the first session is crucial.

By focusing on seamless and personalized onboarding, SaaS companies can drastically improve user activation rates, increase retention, and reduce churn in subscription-based businesses.

2. Continuous Feature Adoption & Education

Getting users to sign up is just the beginning. To keep them engaged, you need to help them discover and adopt your product’s features over time.

A stagnant user is a churn risk, so the goal is to make learning seamless and ongoing.

Instead of bombarding users with every feature at once, introduce new functionality gradually.

Platforms like Notion and Slack do this effectively with in-app tooltips, interactive walkthroughs, and targeted email nudges based on user behavior.

When users feel like they’re unlocking new SaaS features step by step, they stay engaged longer.

Make Learning Effortless with Bite-Sized Education

Users don’t have time for long, complicated guides. Bite-sized product tutorials, quick demo videos, and contextual tooltips should be available exactly when users need them.

If a user hovers over an advanced feature, a short explanation or an interactive walkthrough can help them understand its benefits without frustration.

Many successful SaaS companies implement “just-in-time” learning for SaaS users. It is a good way to provide helpful nudges based on user actions rather than overwhelming them with everything at once.

Use Personalized Recommendations to Boost Feature Adoption

Not every user interacts with your product the same way.

If a user hasn’t explored a key feature, gently nudge them with an in-app message or email explaining how it solves their specific problem.

For example, Grammarly sends feature adoption emails reminding users about underutilized tools like tone adjustments or plagiarism checks.

These personalized prompts increase SaaS feature engagement rates by showcasing real value.

Keep User Education Ongoing with Webinars & Community Learning

A one-time onboarding process isn’t enough—your users need ongoing SaaS education.

A monthly product update email, live SaaS training webinars, and exclusive user communities can help users stay informed and excited about what’s new.

Highlight real-world use cases for SaaS features and showcase success stories so users see how others benefit from advanced tools.

When users see how power users get the most out of your SaaS product, they’re more likely to stick around.

Encourage Feature Exploration with Gamification & Rewards

Some SaaS companies, like Duolingo and Trello, use feature adoption gamification strategies to encourage users to try new features. This could be in the form of:

• Badges or progress milestones when users engage with advanced features
• Limited-time perks for trying premium tools
• Personalized “next step” recommendations based on past usage

Gamification is a way to give users sense of achievement.

When users feel a sense of achievement, they’re more likely to continue using your SaaS platform long-term.

Final Thoughts: Keep Users Engaged Beyond the Basics

The key is to make sure users don’t just stick to the basics but continually discover new ways to integrate your product into their daily workflow. The more value they see, the less likely they are to churn.

By implementing feature adoption best practices for SaaS, you can increase customer retention, reduce churn, and maximize lifetime value (CLV)—ensuring long-term business success.

3. Lifecycle Email & Push Notification Strategies

Keeping users engaged throughout their journey requires strategic communication at every stage.

Well-timed lifecycle emails and push notifications ensure that users don’t just sign up but continue discovering value, using key features, and renewing their subscriptions.

Top SaaS companies like HubSpot, Slack, and Dropbox use a mix of onboarding emails, feature education sequences, and re-engagement campaigns to maintain strong customer relationships and reduce churn.

Onboarding Emails That Help Your Users Get Started

First impressions matter. When your users sign up for your SaaS product, they need clear guidance to get up and running quickly.

Onboarding emails help them take those first steps and see the value of your product right away.

Here are three types of emails that should not be missing from your onboarding sequence:

• Welcome emails – Introduce your product, set expectations, and direct users to their next step.
• Step-by-step guides – Show users how to complete key actions, like setting up their profile or using essential features.
• Progress reminders – If a user signs up but doesn’t finish setup, send a gentle nudge with a helpful tip to get them back on track.

For example, Slack’s onboarding emails guide new users through creating their first channel, inviting teammates, and customizing notifications—making sure they get value from day one.

Feature Update & Educational Sequences

Keeping your users engaged means continuously showing them the value of your product.

If they don’t know about new features or how to use existing ones effectively, they might lose interest. That’s where feature update and educational emails come in.

Here are three types of emails that should not be missing from your strategy:

• New feature announcements – Whenever you launch a new feature, let your users know how it benefits them and how to use it. Keep it simple and actionable.
• Usage tips & best practices – Show users how to get more out of your product. Share short tutorials, case studies, or quick hacks that improve their workflow.
• Personalized recommendations – Based on user activity, suggest features they haven’t tried yet or advanced tips to help them get even more value.

For example, Notion sends emails introducing new features with quick video demos and real-world use cases—making it easy for users to stay engaged and keep exploring.

Push Notifications That Drive Real-Time Engagement

Push notifications are a powerful way to keep your users engaged, but they need to be timely, relevant, and valuable—not just another distraction.

When done right, they remind users to take action, discover new features, or re-engage with your product.

Here are three types of push notifications that should not be missing from your engagement strategy:

• Action-based reminders – Nudge users to complete important steps, like finishing their profile setup, responding to a message, or revisiting an unfinished task.
• Feature discovery prompts – Highlight new or underused features that can improve the user experience. For example, a project management tool might notify users about time-saving automation.
• Real-time updates – Keep users informed with personalized alerts, such as a teammate’s comment, an upcoming deadline, or a status update on an order or request.

An example is Duolingo keeps learners engaged by sending push notifications reminding them to complete their daily lesson, reinforcing habit formation and consistency.

Win-Back Campaigns for Inactive Users

Not every user stays engaged forever. Some might sign up, explore your product for a while, and then stop using it.

Instead of letting them slip away, win-back campaigns help you re-engage inactive users and remind them why they signed up in the first place.

Here are three types of win-back emails and notifications that should not be missing from your strategy:

• Gentle reminders – A simple “We miss you!” email or push notification can remind users to come back and pick up where they left off. Adding a personalized touch, like mentioning their last activity, can make it more effective.
• Exclusive offers or incentives – Discounts, extended trials, or limited-time features can encourage inactive users to return. For example, a SaaS company might offer a free month to re-engage users who haven’t logged in for 60 days.
• Showcasing product improvements – If your product has improved since the user last engaged, let them know. Highlight new features, integrations, or updates that solve previous pain points and give them a reason to come back.

Netflix is good at sending win-back emails that showcase new movies and series added since a user canceled, sparking curiosity about what they’re missing.

Cancellation Prevention & Renewal Reminders

Preventing cancellations before they happen is key to keeping your subscribers engaged.

Instead of waiting for users to leave, proactive communication can help address concerns, offer solutions, and encourage renewals before it’s too late.

Here are three types of cancellation prevention and renewal reminders you should be using:

• Proactive check-ins – If you notice a user becoming less active or downgrading their usage, reach out with a friendly email. Ask if they need help, offer a quick demo, or highlight valuable features they might not be using. A simple check-in can make all the difference.
• Subscription renewal reminders – Some users don’t cancel intentionally—they just forget. Sending renewal reminders before an upcoming charge (especially for annual plans) ensures they’re aware and can make an informed decision.
• Personalized retention offers – If a user tries to cancel, don’t let them go without a conversation. Offer an incentive like a temporary discount, a free consultation, or an extended trial of a premium feature. Sometimes, a small push is all it takes to change their mind.

For example, if you run a subscription-based service like Spotify, you can offer a discounted renewal deal when a user clicks “cancel.” This gives them a reason to reconsider before making a final decision.

4. Customer Support That Feels Proactive

Great customer support isn’t just about fixing problems. It’s about preventing them before they even happen.

When users feel supported at every step of their journey, they’re more likely to stay engaged, make full use of your platform, and continue their subscription.

Proactive support doesn’t just improve customer satisfaction; it also reduces churn, boosts retention, and strengthens your brand’s reputation.

So, what you should do is: Instead of waiting for users to encounter an issue and submit a support ticket, take the initiative to offer help before frustration builds up.

Here are some tips on how you can turn your customer support into a powerful retention tool:

1. Identify and Address Pain Points Early

Waiting for users to ask for help is a reactive approach that can cost you customers.

Instead, analyze common challenges users face—whether it’s difficulty with onboarding, underutilization of key features, or confusion about pricing and billing.

By identifying these friction points in advance, you can:

• Send personalized emails with setup guides or quick tips based on user activity.
• Use in-app notifications or chatbot messages to provide step-by-step guidance when users hesitate on a particular page.
• Offer video tutorials, webinars, or knowledge base articles that preemptively address common questions.

By reaching out before users experience frustration, you can improve their experience and increase product adoption.

2. Leverage AI-Powered Chatbots for Instant Support

AI-powered chatbots can significantly enhance your support system by offering immediate assistance.

A well-trained chatbot can:

• Answer frequently asked questions 24/7, reducing wait times.
• Guide users through troubleshooting steps without requiring human intervention.
• Escalate complex issues to human agents when needed, ensuring a smooth transition between automated and live support.

This not only provides instant help to your users but also reduces the burden on your support team, allowing them to focus on more critical customer needs.

3. Offer Live Chat and Priority Support for High-Value Users

Not all customers have the same expectations when it comes to support.

Your high-value subscribers—such as long-term users or those on premium plans—expect faster and more personalized service.

Consider offering:

• Live chat support for immediate problem resolution.
• Dedicated account managers for enterprise-level clients.
• Priority email or phone support for VIP users.

Providing these perks can improve customer loyalty and make premium plans more attractive, increasing the likelihood of upgrades and long-term retention.

4. Monitor User Behavior for Churn Indicators

One of the best ways to prevent customer churn is to recognize warning signs early.

If a user suddenly stops logging in, their usage drops, or they abandon a key feature, take proactive steps to re-engage them before they cancel their subscription.

Some effective tactics include:

• Sending an automated email when a user becomes inactive, offering help or suggesting ways to get more value from your product.
• Using in-app pop-ups to reintroduce features they may have overlooked.
• Offering a one-on-one consultation or support call to address any concerns.

Something as simple as a personalized “We noticed you haven’t logged in lately—need any help?” message can make a significant difference in keeping users engaged.

5. Use Automation to Deliver Support at the Right Time

Timing is everything when it comes to customer support.

Automated tools can help you deliver assistance exactly when users need it, ensuring they don’t feel lost or neglected.

For example, companies like Intercom use real-time support automation to offer help at critical moments. Whether it’s during onboarding, after a failed action, or when a user hesitates on a specific feature.

By implementing similar strategies, you can create a seamless support experience that feels intuitive and responsive.

Make Proactive Support a Core Part of Your SaaS Strategy

Exceptional customer support isn’t just about solving problems. It’s about ensuring users never feel stuck in the first place.

By proactively identifying challenges, leveraging AI and automation, and offering personalized assistance, you can create a support system that keeps customers engaged, satisfied, and loyal to your platform.

Invest in proactive support today, and you’ll build stronger relationships, reduce churn, and position your SaaS for long-term success.

5. Subscription Flexibility & Loyalty Incentives

Locking users into rigid subscription plans can push them toward cancellation when their needs change.

Instead of making users choose between staying or leaving, offering flexibility allows them to adjust their plans based on their needs. This helps improve retention and customer lifetime value.

When users feel in control of their subscription, they’re more likely to stick around.

Here’s how you can boost retention with flexible plans and loyalty rewards:

1. Offer Plan Downgrades Instead of Immediate Cancellations

Many users don’t cancel because they dislike your product.

They cancel because they can’t afford it at the moment or aren’t using all the features of their current plan.

Rather than losing these customers entirely, give them the option to:

• Downgrade to a lower-tier plan with fewer features at a reduced cost.
• Pause their subscription for a set period instead of canceling outright, making it easier for them to return when they’re ready.
• Switch to a flexible billing cycle, allowing them to pay monthly instead of committing to an annual plan.

For example, Spotify allows users to pause their subscriptions instead of canceling, making it easy for them to return when their situation improves.

This simple option prevents users from churning unnecessarily.

2. Provide Usage-Based or Custom Plans

Not all users have the same needs, and a one-size-fits-all pricing model can drive some customers away. Instead of rigid tiers, consider offering:

• Pay-as-you-go pricing, where users only pay for what they use.
• Feature-based customization, allowing customers to build their own plan with the exact tools they need.
• Team or enterprise flexibility, where businesses can scale their subscriptions based on team size or usage.

For instance, some SaaS platforms let users purchase extra API calls, storage, or premium features as needed rather than upgrading to an entirely new plan.

This keeps users from leaving due to unnecessary costs while ensuring they can scale their usage when required.

3. Reward Long-Term Commitment

Encouraging users to commit for the long haul reduces churn and strengthens customer relationships.

You can incentivize long-term subscriptions by offering:

• Annual plan discounts, making it more appealing for users to lock in for a full year instead of paying month-to-month.
• Exclusive perks like bonus features, additional storage, or premium integrations for yearly subscribers.
• Priority customer support, giving loyal users faster response times or dedicated account managers.

When users see extra value in staying subscribed, they’ll be far less likely to consider leaving for a competitor.

4. Create Referral and Rewards Programs

Loyal customers can become your best advocates if given the right incentives.

A well-structured referral program not only retains current users but also brings in new ones.

Consider offering:

• Subscription credits or discounts when users successfully refer a friend.
• Bonus features or premium add-ons as rewards for referrals.
• Gamified milestones, where users unlock perks based on the number of successful referrals they make.

A great example of this is Dropbox, which gives users extra storage space for every successful referral.

This not only keeps existing users engaged but also encourages them to spread the word about your product, fueling organic growth.

Make Flexibility a Core Part of Your SaaS Retention Strategy

By giving users more control over their subscription and rewarding their loyalty, you can significantly reduce churn and increase lifetime value.

Whether through flexible pricing, downgrade options, or referral incentives, these small adjustments create a stronger bond between your customers and your SaaS business—keeping them engaged for the long term.

Conclusion

In order not to keep this post from getting too lengthy, we’ve just focused on five essential strategies that every SaaS founder should prioritize to boost retention and reduce churn.

A seamless and personalized onboarding experience helps users reach their “aha moment” faster, while continuous feature adoption and education ensure they stay engaged over time.

Lifecycle email and push notification strategies provide timely touchpoints that keep users active, and proactive customer support prevents small frustrations from turning into cancellations.

Finally, subscription flexibility and loyalty incentives give users more control and encourage long-term commitment.

While there are many other ways to improve SaaS customer retention, these five strategies form a strong foundation for reducing churn and maximizing customer lifetime value (CLV).