SaaS companies have to face cutthroat competition. From compelling social media ad campaigns to mobile apps, making a digital product stand out is getting tougher by the day. Thanks to the evolving digital horizon, selling software, leveling its investments, and profiting from it aren’t that simple now.
But one solid tool among these ever-changing digital dynamics is email marketing. When most new businesses are piggybacking on social media to capture leads and earn more revenue, you can still go down the organic path and reap its long-term benefits.
This quick guide glances at the best email marketing strategies for SaaS companies in 2023 and shows how you can benefit from them. You can improvise, add, or omit things along the way. But first, let’s take a look at the fundamentals of email marketing.
Targeted Email Marketing Setup
You can’t spend hours writing and sending emails. Learn to delegate. The best thing you can do for your SaaS email marketing campaign is select a tool capable of doing more than simply sending emails.
An email automation tool will help you segment, engage, and analyze your subscriber lists and devise the campaign accordingly. The best email marketing automation tools come with advanced integration features to streamline things for you. Therefore, it’s in your best interest to start with email automation software capable of doing the following:
- Email automation for effective and hassle-free scheduling
- Tool integration to experiment with opt-ins, links, and groupings
- Email segmentation to divide your contacts according to their experience
- A/B testing to analyze your key performance indicators and adjust them
To kickstart your SaaS email campaign, pick a robust automation tool and some meeting templates to save your effort and time. If possible, learn how the software works first and start the email marketing drive later. But if you prefer delegating work, get your marketing team a good tool right off the bat.
Effective funnel creation
Every customer has a unique journey and experience with your business; use this to your benefit. For example, if someone has signed up for your SaaS business’s email list from your blog, they already know what you’re offering. Your welcome email sequence and the subsequent content must provide enough value for them to stay.
Your SaaS email marketing funnel shouldn’t go “buy this, buy now”; it must build a positive rapport with the reader. If someone lands on your website from a Facebook ad, your landing page, website copy, and call-to-action buttons should look convincing to them.
Sure, you cannot guarantee a customer’s final decision. But, your buyer personas and predictions can still clear some air. Once you have written the email copy, segment your audience according to their position in your lead generation journey. Predict their next step through your market research and roll out emails accordingly. A successful customer funnel positively impacts your numbers; don’t overlook its importance.
Valuable Content Sharing
Effective SaaS email marketing automation and segmentation aside, if the content you’re sending out doesn’t support your business, you won’t see much progress. Therefore, be careful about the content you’re sharing with new subscribers, a.k.a. potential customers.
Engaging and unique email copy will help you retain readers and convert them into paying customers. Sure, you have a killer SaaS product, but convincing new users to purchase it requires an effective strategy.
If you regularly write blog posts on your SaaS product, organically drop links into the emails for the readers. Your value-building and compelling blog content can fuel your marketing campaign and build a positive rapport for your business.
Personalizing your SaaS emails and adjusting them according to your brand tone is the best strategy to follow. This way, you can ensure the readers clearly understand your objectives and support them in the long run. Compelling, engaging, and unique email copy can build your subscriber list from the ground up; showcase your writing skills.
Unique Lead Magnet Infusion
A successful lead nurturing strategy is your first step towards effective email marketing. When you have a reliable subscriber list, you can quickly produce content according to their needs. Using a unique and valuable lead magnet in your email marketing campaign is a good tactic to nurture your freshly captured leads and prolong their journey with you.
A lead magnet will build your product’s value and shape the audience’s views of your business, eventually supporting your monetary goals. Exclusive webinar recordings, stats, discounts, and user-sensitive data are the top forms of lead magnets you can infuse into your campaign.
When your lead magnet makes readers sign up and leave their email addresses with you, you can build loyal subscriber lists. Pick an exciting lead magnet that interests your audiences and doesn’t surpass your allocated budget.
Email Automation and Integration
Leveraging the available tools should always be on your to-do list. Since email marketing is about experimenting with new tools, your setup must keep up with these integrations. Whether you need another email automation tool’s opt-in form or you prefer its scheduling, you can integrate it into your campaign.
Smart email automation tools enable you to delegate all time-consuming tasks to technology while you work on email copy. These third-party integrations provide your subscribers with a better working experience and support your objectives.
When you purchase email marketing software for your new campaign, check its integration and automation capability beforehand.
KPIs & Campaign Parameters
A SaaS email marketing drive can only be fruitful when you know its results. Throwing arrows in the dark and hoping for the best doesn’t work here; you have to be sure of your actions’ consequences. Check your SaaS emails’ opening rate, click-through percentage, and financial results to know if you’re headed in the right direction.
If something seems off, you’re free to alter your marketing strategy to support your objectives. You can switch from pre-built email templates to plain text, play with your email subject lines, and write a new copy after analyzing your campaign’s results.
If you have a standard email drip campaign for your entire subscriber list, segmenting it is in your best interest. This way, you can write new content to address different users’ experiences, struggles, and gains. Sending robotic and too frequent emails (even if they contain useful content) won’t build a positive image of your business. Personalize your emails, and keep trying new things along the way.
Luckily, all reliable email automation tools have pre-built indicators and analyzers to classify your progress. If you’re happy with an email campaign’s results, you shouldn’t bother changing anything. But when you face a stagnant click-through or conversion rate, try to reshuffle things. Social media and digital dynamics keep changing, but your audience will remain the same – you can practice your marketing skills as you please.
SaaS email marketing is a tough but fruitful task. If you rely on compelling social media ad campaigns and word-of-mouth marketing for your digital campaign, it’s high time you explore email marketing. No matter how drastically the digital horizon changes, email marketing won’t lose its essence.
Some pre-planning and effective implementation can bring you a long-term, organic audience. Email drip campaigns are particularly rewarding for new SaaS businesses with a limited footprint in the market. Smart market research and capable integration tools will help you start a robust email marketing drive that nurtures your goals.
Start by creating an email list, clarifying your marketing campaign’s goals, sketching some buyer personas, and crafting compelling content for them. Segment your audience, use email templates, and experiment with your strategy along the way. Assign the email scheduling and sending task to a tool while you relax.
We have tried to wrap up everything you need for a successful email marketing drive in this article. Brush up on your skills, and kill it. Good luck with capturing new leads and keeping them hooked!