Like in any other business, email remains an essential tool in the success of Software as a Service (SaaS) brands. In the SaaS model, marketers should have profound knowledge of the marketing tactics they put in place.
SaaS email marketing can increase your engagement and conversion rates as well as create a loyal customer base when done right. Therefore, you need to be innovative in the content you send and the delivery channel you use and remain relevant in your recipients’ inboxes.
As there are no tangible products to promote to your customers, SaaS marketing is tricky. Even so, it’s achievable! This article includes a collection of strategies plus real examples to help take your email marketing efforts a notch higher. This enables you to win new customers and retain the existing ones.
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Let’s look at helpful email marketing tips that enable you to promote your SaaS business.
To be successful in all our undertakings, we need to set clear goals. It’s, therefore, necessary to have an understanding of what you want to achieve in your marketing campaigns. In this case, you could increase customer retention rate, encourage free trial sign up, turn freemium users into paying customers, and more.
accelerate agency helps merge your brand’s goal and your customers’ needs, thus allowing both parties to gain from any SaaS email marketing campaign.
To achieve your SaaS email marketing goal, you could focus on the following key areas:
The audience – Instead of sending each email to everyone on your contact list, send email messages with your goal in mind. For example, you could send promotional emails to users on the trial stage to turn leads into customers. Meanwhile, those who have paid for the service could reap maximum benefits from the tool via tutorials.
Call-to-action – Your CTA button should direct your audience to take the desired action according to your goal. For example, to call potential customers to subscribe for a free trial.
Content of your email – The message your email conveys should be in line with what you want to achieve. For example, you could encourage a free trial subscription by stating how the recipient will benefit from the cost-free service. When the trial period is over, give the new users a reason to upgrade to the paid version. Creating evergreen content, meanwhile, allows continuous engagement with your customers.
Key Performance Indicators (KPIs) – These are quantifiable goals that enable you to track and assess the success of your efforts. For example, you can gauge retention to minimize churn rates. But where you want to boost your sales, consider measuring your emails’ conversion rates.
Sending tailored messages to your subscribers enhances their effectiveness. You can employ this strategy by segmenting your email list according to the different stages of the marketing funnel. These stages include awareness, consideration, purchase, and retention.
For example, you can send infographics to subscribers during their awareness stage in the customer lifecycle. Infographics are easy to share and easily digestible by the recipient.
Note that email list segmentation boosts your email open rates and click-through rates (CTRs), and at the same time, lowers the rate at which customers unsubscribe.
You can retrieve detailed information about your customers that can enable you to surprise them during their special days. For instance, you could send a thank you note to your subscribers on their sign-up date or when they are celebrating their anniversaries.
Use incentives also to encourage your customers to become brand ambassadors. For example, reward every customer who recommends your SaaS products to others. Also, you can use incentives to appreciate customers reaching milestones in their various stages in the sales funnel.
Having a deep knowledge of your subscribers enables you to deliver services that meet their expectations. For that reason, you should focus on the following factors to understand your subscribers.
This is the most effective means of knowing your subscribers. First, your subscribers will be glad that you care to know their experience with your SaaS products. Secondly, their response will help you understand their needs and scale your SaaS business.
Here, you should check the subscriber’s route onto your email list. For instance, it could be from a lead magnet or a blog post. If so, identify the specific one. This gives you insight into the customer’s problem they were looking to solve when they subscribed.
To identify your subscribers’ pain points and interests, trace the email content that delights them. They often open and engage with such emails. Check also the links they follow to get to know them better!
Use autoresponders in your SaaS email marketing campaigns. These are drip campaign automated emails you send to a section of your subscribers. Such email sequences are triggered by specific actions users take on your SaaS website.
The good thing about these emails is that you only need to set them up in advance. Then, once the customer takes action, they’ll receive the relevant message instantly.
For example, if shoppers abandon their cart, you could follow up with notifications asking them to return and complete the check-out process. Where a new subscriber signs up into your email list to receive your newsletters, meanwhile, an automated welcome email is in order! You can include a “thank you” note plus a brief introduction to your SaaS company.
If you want to start building email sequences and automate your campaigns easily, we recommend Sender.net. This platform introduces an easy-to-use tool for your marketing automation.
Most email account holders today read their emails from smartphones. Therefore, ensure your SaaS marketing emails support mobile readability. That is, your format should fit various mobile screens.
To optimize your SaaS marketing campaign emails for mobile devices, consider the following points:
Social media gives you an excellent opportunity to boost your SaaS email marketing efficiency. Many people like to hang out on social networks. You can easily connect with them and encourage them to interact with your brand, thus strengthening the customer-product bond. As a result, your audience will subscribe to your emails.
For example, you can introduce a discussion around your brand on Facebook. Engage your audience and learn how they interact with your SaaS product. Promise to maintain their likes and improve on their dislikes. This makes subscribers feel part of your brand and that their opinion counts!
To leverage social media and boost your SaaS email campaigns, focus on the following key areas:
Signing up to your email list shows that individuals believe in your SaaS product. However, at some point along the way, some subscribers may become inactive for various reasons.
Instead of assuming that such subscribers will return at their convenience, sending them re-engagement marketing emails is an excellent idea! You may provide incentives in such a case or give them reasons for a comeback.
For example, you may send an email message to your inactive audience informing them that you have upgraded your SaaS services to give them a better experience. Most people like trying new things!
In addition, you may consider the following ways when addressing inactive subscribers:
It might seem informative to email your subscribers upon publishing a new blog or launching a new feature. Nonetheless, be sure to identify the best time to send your email to increase the engagement rate.
For example, you can use the subscribers’ past engagement to identify the ideal email sending time. Then, find out the days and times with the highest open and click-through rates via analytics. This will ensure that your emails meet the specific(s) for which they were sent.
Also, consider the frequency of sending your emails. For example, you don’t want to send too many and irritate your audience or too few, allowing your subscribers to forget about your brand.
This is another way of taking your personalization a notch higher. If you allow your audience to choose the content they would like to receive, you minimize the chances of landing in their spam inboxes. After all, the recipient is always eager to hear what they like from you!
This tactic increases your subscribers’ engagement with your SaaS marketing emails and also boosts the conversion rates of your SaaS marketing emails.
In this SaaS technique, you compare the conversion rates of two different emails and pick the best performer while you improve on the other one.
For example, you can craft two versions of your emails and send each to a different segment of your email list. Observe the open and CTRs of these emails throughout the testing stage and act accordingly.
To write an irresistible email for your subscribers, follow the best practices of A/B testing to be effective in your SaaS email marketing campaigns.
The main reason why your subscribers surrendered their email addresses is to benefit from your SaaS company. So, be sure to send content that does benefit them. Even though your primary goal is to boost your income, avoid being overly promotional in your SaaS sale emails.
Try to strike a balance between promotional and educational content in each of the emails you send. It’s even better if the educational message takes a more significant portion. In short, have the reader in mind when crafting your email!
For example, if you want to use webinars to encourage sign-ups, let the discussion be helpful to the audience to give a reason to sign up and attend.
In your SaaS company, customers interact with various people throughout the buyer journey. It’s, therefore, necessary to exercise best practices for SaaS branding to enhance brand credibility and authority. Branding, in this case, means maintaining the tone consistency of your SaaS brand.
For example, if you take a traditional tone route, ensure your entire staff uses the same tone when communicating with your SaaS subscribers. This means that whoever sends an email to your customers has consistency in its voice. In addition, ensure that the email signature remains the same throughout your interaction with customers.
The use of positive customer feedback to promote your SaaS business is a very effective strategy in the industry. Sharing these experiences with your prospects can encourage them to give your SaaS product a trial.
For example, happy customers tend to praise your services in reviews. They share great experiences from their interactions with your product. This message is persuasive to those who have not previously used your services.
Use testimonial techniques for your SaaS email marketing. This marketing strategy builds brand authority, gathers ratings and reviews, and promotes bestsellers.
The SaaS business model is a highly competitive environment where effective email marketing is not optional but a must-have! Even so, SaaS providers must identify means of standing out in this industry by remaining relevant in your audience’s inboxes.
The tactics you choose are vital in the success of your marketing campaigns. The 14 strategies plus real examples discussed above can help you acquire your desired results from each of your sent emails! Choose the most suitable one for each case and scale your SaaS business.
Guest author: Skirmantas Venckus is a writer by day and reader by night. He hates talking about himself in the third person. He is also the growth hacker at Sender.net – the email marketing provider that is focused on user-friendliness, affordability, and utility.