How to Run Successful SaaS Email Marketing Campaigns – Essential Tips to Know
It’s difficult to market SaaS solutions because there’s no item or product to present to someone, nothing they can hold in their holds and judge for themselves. Unlike physical products, your software could just be like every other program on the market.
Therefore, your SaaS marketing campaign needs a rather unique approach. However, that doesn’t mean you’re out of options, or limited to just one strategy. There are plenty of marketing avenues through which you can reach your target audience, with email marketing being one of the most recommended.
After all, the world’s active email user base has reached a total of over 3.9 billion, accounting for roughly half of the world’s population. And, interestingly enough, given the burgeoning SaaS industry, a significant portion of these email recipients may be interested in your niche market.
As a marketer, one of the biggest mistakes you can make is to have an email list, but do nothing with it. So, if you’re a SaaS marketer, and you’re not tapping into this massive email user base, or you’re growing your mailing lists and not using them, then you’re seriously missing out.
Let’s go through some basic suggestions to help you master SaaS email marketing and help you make the most of your list.
Timing Is Everything
When I say that SaaS organisations shouldn’t be afraid to email their subscribers, I don’t mean that they should send out a ton of boring emails repeatedly. In fact, an estimated 69% of people unsubscribe from email lists because they ‘receive too many emails’. Too often, businesses bombard their clients’ inboxes with ten emails in one month, only to send them one the next, especially if they’re trying to sell something and are trying to make sales. This is off-putting, and worst of all, inconsistent.
To figure out how often is best to send emails, consider the following:
- Average figures from the rest of your industry
- The email’s content (i.e., updates, promotions, newsletter, etc.)
- The product’s or service’s nature
While there is no single answer to sending marketing emails, experimenting with your approach is essential. Then, you’ll need to check your analytics for the results before optimising how often you’re sending your emails.
You’ve heard this many times, but the importance of segmenting your email list and your subscribers is paramount to your success.
Email marketers all over the world are using email segmentation to target distinct groups with customised email campaigns, especially when monitoring how your subscribers are interacting with your emails.
A Clearbit survey found that “email interaction behaviour” is priority when segmenting lists. This means that if someone is clicking and reading, they go in one group; and if they’re clicking and leaving, they need more attention. Or, if they’re not opening your emails at all, then they need more attention.
If your company sells multiple products, or has multiple plans for users available for the same product, segmenting your email list by demographics data (i.e., employee numbers and revenue) is another wonderful approach to send tailored email messages.
In a B2B environment, company-level data like this can be leveraged to create sales-driven communications.
One of the most effective ways to stay in touch with your customers. Here’s how!
Sending welcome emails is one of the few emails that your subscribers are mentally prepared to open and read. In fact, a welcome email is expected by 74% of new subscribers. When someone visits your website and hands over their email address, it’s because they already hold the aim of investing in your product or service, or at least are willing to find out more. This means you’ve already grabbed their interest, and now it’s your job to nurture that into a sale.
To help you write successful, impactful welcome emails, here are some tips to consider:
- Include a description of your software and its features.
- Don’t overload your emails with too much information
- Keep it short and to the point.
- Try to stay inside the required word count of 50-150. This makes your emails easy and quick to read.
- Provide appropriate resource links.
- Send emails with tailored content that are relevant to the recipient (segmentation).
- Make your text engaging so that your readers will be more engaged.
- When you combine text with graphics, your email becomes a visual feast.
Promoting New Product Releases
Have you ever experienced one of your clients walking away because they thought your tool lacked a key feature or integration? Yet, in actuality, your tool already has it, and the only thing standing in their way is a single button click.
Unfortunately, your consumer was completely unaware of it.
To prevent this from happening in the future, refrain from sending product update emails for minor changes. You only want your consumers to be aware of updates that are relevant to them.
Sending weekly or monthly product update emails, in addition to posting large news descriptions in the form of in-app alerts, keeps your customers updated and gives them a feeling of how your company is driven to address their problems.
What’s more, it’s always best to address the difficulties users can fix with the newest releases rather than simply listing feature/product upgrades. For example, don’t say you’ve upgraded your UI, but rather explain how you’ve made the product easier to use. This is what draws people in.
Put your product updates into categories and include a number of supporting photographs, and you’ve got yourself the perfect product update email! Here are some other pointers:
- Set a schedule for sending product update emails and stick to it.
- Make sure you follow up with users who requested the feature upgrade in person.
- List the advantages rather than the characteristics.
- Make the information easy to process visually.
Bulletins & Newsletters
Creating a newsletter is one of the simplest email marketing strategies in the book, and if you’re looking for ways to boost your email content campaigns, this is it. “They’re just as effective for SaaS as they are for any other B2B company, you just need to think outside the box and get creative with the content you’re included. Make it interesting and engage” says John Herman, a data analyst at Academized.
Here are some great ideas on how to make your bulletins and newsletters successful.
- Maintain a consistent format for all your newsletters.
- Maintain a simple aesthetic. Complicated content puts people off.
- Make sure there aren’t too many adverts or promotions.
- Make sure you have a good mix of instructive and promotional content.
- Don’t overwhelm the reader with too many call-to-actions.
- Make a great subject line for your email.
Emails With Promotional Content
This type of marketing email doesn’t require any explanation, so I’ll keep things short and sweet. The only thing that fluctuates is the motivation behind your email and how you’re presenting yourself and your SaaS Product.
Consider your unique selling point, such as:
- Cheaper prices
- A longer free trial
- Cheap add-ons, etc.
So, you need to identify what makes your SaaS product unique and why you are the best solution to your customers.
You should keep the following in mind when sending promotional emails:
- Subscribers may become irritated and unsubscribe if they get too many promotional emails. Try to stick to the 80/20 rule. This is where 20% of your content is promotional, and the other 80% is informative and provides value.
- To increase click-through rates, use templates with a lot of design features that grab your reader’s attention and make them want to find out more.
- Make sure the offerings in your SaaS advertising emails are time-sensitive and create pressure for someone to take action now. Creating a sense of urgency is everything for making your customers feel like they could potentially miss out.
“We Miss You” Emails
While pestering your email recipients is never recommended, it’s still okay to check in with them every once in a while. With “We Miss You” emails, you can let recipients know that you’re still there for them if they have any questions or concerns. You can even bring them back with promotions that they can take advantage of on your site.
A lot of modern companies are even starting to unsubscribe users automatically when they’re not active subscribers. While this can feel counterproductive, the truth is that it shows your customers that you care about them and are putting their best interests, in this case not being annoyed by emails they don’t want first. It’s this kind of care you’re giving to your customers that can convince them to stick around. Everyone wants a company that treats them right.
Being a member of the SaaS world, there’s no easier method to generate brand recognition than sending emails, regardless of whether your business is active on social media or other channels. You need to make sure your content is consistent and fits your brand, so as soon as someone opens your email, they know exactly who you are.
One of the simplest ways to promote brand familiarity is to standardise email marketing templates. To make your emails readily recognisable, make sure they all follow the same theme or template.
Personal branding entails having your company’s logo, key communication details, as well as fonts and colours, just perfect.
There’s also the very popular branding suggestion that marketing experts recommend, and that’s to give your brand a personality. Your brand personality could be formal, friendly, colloquial, or even completely neutral. Just make sure you stick to it across all communication platforms and marketing resources once you’ve made your decision.
Write convincing, relevant copy in your emails that speak your customers’ language, and you’ll have a successful email campaign.
Include A Call-To-Action
In marketing, you’ll need a good call-to-action to send people to your site. The good news is, you can personalize CTAs to boost conversions to your app. You can even target specific audiences with CTAs, so that the right people take action on your app.
A/B Testing Is Key
If you’re new to email marketing for SaaS clients, coming up with the appropriate language, graphics, subject line, and other design components can be difficult.
To get the best results from your email marketing, you’ll need to figure out the ideal mixture of elements, and there’s no better way to figure it out than via A/B testing.
Before you begin A/B testing, first eliminate the notion that it is a one-time occurrence. To produce good results, the process necessitates your patience and discipline. For starters, A/B test the email with a shorter vs a longer subject line. After that, putting variations to the test in two separate email versions. Then, the winning variety is then tried in other variations until a clear popular favourite emerges.
As you can see, there are plenty of things you can think about when it comes to email marketing for your SaaS, but the most important thing you think about is operating outside the box. You need to be thinking of new ideas and new approaches.
Never ever just find something that somewhat works and just stick with it. Real success will always come from analysing where you are now and figuring out how to be 1% better next week, then riding that momentum moving forward.