The SaaS law of averages suggests that around 40-60% of people who sign up for a free trial will use it once and never come back. To increase the chances of success, businesses can focus on improving communication with new signups by designing impactful messaging campaigns. A good nurture messaging campaign should be based on behavior, sending messages that show customers the value of the product, and include triggered, action-based messages. The key to success lies in understanding what actions lead to conversions and measuring the effectiveness of the campaign. By providing guidance on how to create a well-thought-out campaign, businesses can move beyond radio silence and encourage new signups to become paying customers.