9 Ways to Create a Successful SaaS Email Marketing Campaign

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For SaaS company owners, it can be challenging to promote your business since you do not have a physical product and an offline presence.

Nonetheless, there are plenty of ways to attract potential clients. One of which is email marketing.

That said, we have listed down nine ways on how you can create a successful email marketing campaign for your SaaS business:

Identify Your Client Persona

Your clients’ data can be one of your SaaS business’s most valuable asset. That’s because it gives you an insight into who buys from you, what they buy, and how.

Not to mention that it also allows you to target qualified leads for better client acquisition. It is just a matter of using this information effectively.

Here’s how:

  1. Understand your existing client demographics by analyzing your data.
  2. Run a survey or check your web analytics to know what brings people to your website.
  3. Know why and how your existing clients are using your software.
  4. Do not forget about negative client personas.

Here’s the thing to keep in mind, though. Buyer personas for SaaS companies are different from other industries in the sense that you need to ensure that you are targeting a decision-maker.

Develop a Consistent Voice

According to Square, a finance app developer, using the appropriate voice and tone for your emails allows for authenticity when reaching out with your clients.

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Your voice refers to your message (what you want to say to your audience), and your tone is how you say it.

So, in order to develop an email marketing voice that is consistent with your overall branding strategy, you need to think of two things:

  1. Your SaaS company’s core values
  2. The message you want to share with your email subscribers

On the other hand, your tone will depend on what you want to say. So, if you are sharing the good news with your audience, your tone should not be glum.

Define Your Email Marketing Goal

An email marketing for your SaaS business will never be successful without measurable and attainable goals.

That said, here are some email marketing goals that you might want to achieve:

  1. Increase Your Email Subscribers: When it comes to email marketing, your list of subscribers can be your most valuable asset. Hence, you should ensure to have a list of subscribers who always open, read, and engage with your emails.
  2. Increase Your Open Rates: Open rate is a good indicator of how effective your email marketing campaign is, so you will need to execute tactics that will compel your subscribers to open your email. This is where A/B testing could come in handy.
  3. Improve Email Click-throughs: Click-throughs refers to the number of subscribers who clicked a link from your email to your target landing page. This determines how engaged your subscribers are with your emails.
  4. Improved Client Retention: Email marketing is not just for turning subscribers into clients. It can also help with retaining them. You can do this by sending targeted offers, making an upsell, and featuring user-generated content.

Remember: Having clean marketing objectives and targets to aim can help motivate you in implementing a game plan that can make your company grow.

Segment Your Emails

According to Mailchimp’s Email Marketing Stats, segmented emails have 14.31% higher open rates than unsegmented emails.

Meaning, it is imperative that you send the right email to the right clients at the right time. That’s because it allows you to personalize your marketing approach. Otherwise, your sales engines will not take off.

You can segment your emails based on the following:

  • Demographic data
  • Geographic location
  • Email engagement
  • Local interests
  • Purchase history
  • … and more!

Set the Right Email Frequency

Your email frequency will depend on how often you’d like to interact with your potential clients. However, that doesn’t mean that you should send emails multiple times a day every day.

In order to set the right email frequency for your SaaS company, it should go in line with your marketing campaign and goals. You should also keep in mind the type of email that you’re sending.

So, if you’re sending out a survey form to your existing clients, it doesn’t make sense to keep on following them up. Unless they will receive an incentive by answering the survey.

Provide Valuable Content

Other than improving your conversion rate and retaining existing clients, your email is a great avenue to expand your SaaS business’s content marketing efforts.

Aside from segmenting your email, developing a consistent voice, and setting the right email frequency, you need to make sure that you’re providing something of value.

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Your email will be valuable if:

  • It helps demonstrate your expertise and authority
  • It can answer your clients’ pressing questions
  • It compels your subscribers to share your content

Make Your Email Copy Stand Out

If you want to improve your email marketing campaign’s open rate and click-through, you have to make sure that it’ll stand out.

Here’s how you can do that:

  1. Use a strong subject line
  2. Make your email copy short but concise
  3. Write with your clients and subscribers in mind
  4. Talk about the benefits of your software
  5. Make your call-to-action compelling

But the most important of them all is that your email copy should be free of any grammatical and spelling errors.

Conduct A/B Tests

As mentioned earlier, A/B testing could come in handy when measuring which of your email elements are bringing in the most return on investment.

What happens is that you can compare two versions of your email, send one version to 50% of your subscribers and the other version to the other 50%, and then generate a report on which version is more well-received.

Some elements that you can measure are:

  • You subject line
  • Sender name
  • Email copywriting
  • Calls-to-action

However, make sure to test one element at a time so you’d know which version brought in the most leads to your landing page.

Automate Your Campaign

The reason email marketing is one of the best ways to drive clients to your SaaS business and retain them is that it’s always evolving.

For one, you can schedule when a particular email will be sent to a particular list. Second, it can take a load of manual labor off of your shoulders.

Meaning, automating your email marketing campaign allows you to set up an email once, and then automatically send it to people who are able to meet your defined trigger.

Wrap Up

There are 3.9 billion active email users around the world. What are the odds that a fraction of these users would be interested in what your SaaS company has to offer?

Thus, it is imperative to find effective and creative ways on how you can build an email list, as well as how you can nurture your potential clients through email marketing.

Do you have other email marketing tips in mind? Share it in the comments section!

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Author Info

Kevin Urrutia is the founder of Voy Media, a marketing agency for SaaS companies based in New York. He helps people promote their SaaS business by creating digital marketing, demand and lead generation, content, and web design and strategies.