Outstanding SaaS Email Marketing Strategies
One of the most significant components of any marketing strategy is a strategy for email marketing. To have an effective approach for email marketing is having more than just tactics.
Remember, email is the most cost-effective way of promoting your products, communicating with your clients and achieving your company objectives.
Don’t believe us? Let’s look at the numbers: The total email traffic globally, including business and consumer emails, is projected to exceed 293 billion emails per day by the end of 2019. Also, It is expected that by the end of 2021, the number of emails sent will reach 333 billion on a daily basis. It’s simple really, emails were, and still, are the bread and butter of online marketing.
Email Marketing and SaaS
Just because you’re developing a SaaS product doesn’t mean you should neglect email marketing. In fact, one of the fundamental ways to tell more about your product and show your clients that you honestly care about it is email marketing.
At the end of the day, it is one of the most valuable (and not to mention cost-effective) techniques for marketing any business, including your SaaS product. Emailing current, and potential clients are still one of the most efficient marketing channels, holding its ground against the hype around social media, messaging applications and other new types of marketing communications. Email still has the power to engage with customers and prospects as well as any other medium provided that your prospects have signed up for it.
Be careful though, email marketing can be a double-edged sword. If you do it right you will grow, satisfy existing customers and gain new ones. But, on the other hand, if you don't take it seriously and do it the wrong way, you run the risk of losing your current clients as well as possibilities for new ones. If it is unwanted or unhelpful, email marketing has an excellent ability to irritate and annoy. And remember, negative opinions spread like wildfire on the internet!
What is the right way you ask? We will show you some of the best strategies for email marketing, used by some of the most popular SaaS businesses.
Data-Driven Email Strategies
The email marketing sphere is growing and changing with a fast paste. The strategy that worked for you a year ago might not work today. A lot of studies show that the best marketers use email marketing as their go-to marketing channel. This is because the ROI of email marketing is much higher than using other channels. It is proven that with email marketing, you can expect a return on your investment of $43 for every $1 you spend.
1. The Importance of The Subject Line
You can have the best offer or the most creative newsletter, and still not get noticed and have low open rates.
Well, the first thing that you have to consider when you're thinking about your email marketing strategy is the subject line. Here are some of the best tips you can use to increase your open rate, just with the right subject line:
- Be personal
Statistics show that using the name of the receiver in the subject line will bring you higher open rates.
- Do not over-promise or click-bait - be concise and precise about what your email is about.
- Use A/B testing
If you’re not sure, use A/B testing (or split testing) on different subject lines. This will give you insights into what works and what doesn’t. You can use this knowledge the next time you are writing a subject line.
- Dodge spam trigger terms
More than 50% of emails sent by companies end up in the spam section because of their subject line. Using certain words in the subject line of your email may automatically block or send your email directly to the spam folder of your recipients. You can find some of the most used spam words in email subjects on this list.
- Use numbers
Statistics show that using numbers in your subject lines increases the chance of the email being opened.
- Embrace the Fear of Missing Out Concept (FOMO)
You can use action-oriented language to communicate a feeling of urgency while retaining a lawful tone of voice in the topic line of your email.
- Use questions
An excellent way to capture the attention of your audience is to ask a question that makes individuals understand that they have an issue that needs to be resolved. Present your service as a solution.
2. Send emails that are mobile-friendly
The open rates of emails are getting higher on mobile devices.
3. Test Different Designs, Buttons, Copy and Segment the Audience
When you’re not sure what to choose and think you have several good ideas, why not test them? By testing, you will be able to conclude what works, and what doesn't. Which one of the designs has a higher click and lower bounce rate? Testing can give you a good direction that you should religiously follow. By analyzing and understanding what works better, you will be able to save time in the future and know exactly what the customers want to see, and what keeps their attention. You can test your subject lines, shorter or longer description of the services, more images, fewer images, you just need to use your imagination.
4. Don’t Forget to Segment Your Audience!
You get better open rates, revenues, leads, transactions, and more clients if you segment your lists. Segmentation by Industry is the best way to go. With these lists, you can use the right subject line and email design, template and copy for every audience. The segmented email campaigns have an open rate of 94% and a click-through rate of 38%.
5. Use Email Automation When Possible
Emails based on triggers are emails that are automatically sent depending on user behavior. The information behind email triggers demonstrates that they perform much better than traditional emails. Embracing automation not only makes sure that you don't bother with creating additional campaigns, but it will also take care that you don't miss a single contact and that you target the right audience.
The Most Creative and Strategic SaaS Emails
With the next few examples, we will show you some of the most creative and strategic emails that engage customers from SaaS businesses. From the subject, preview text to the content. A symbiotic bond of all three that captures and retains attention.
Canva is a simplified website graphical design tool in which you can create photos, resumes and more. It uses email marketing as an interactive tool, with which they constantly keep in touch with their customers. Here is one of the emails sent to users who use the free version of the platform. They offer a free trial of the free version of the product. The design is simple, yet catchy. Another thing that Canva does is setting up milestones. These allow customers to share their progress and at the same time promote Canva.
Another popular platform that uses a great email marketing strategy is Slack. Slack keeps its interesting design and fun tone of voice in their emails. That way of communicating brings audiences closer and they feel like they are a part of the Slack team. Slack sends a useful email filed with tips for the customers.
One of the most used SaaS businesses is Youtube. It’s not strange, because, at the end of the day, it really is a huge platform with billions of users. Companies like this must use email automation and triggered emails because of the range of customers they have. Youtube uses a similar method like Canva does with the milestones. With emails from the platform, you get fun tips that correspond with your channel. Also, YouTube encourages its users to use hashtags and share their success, which is also a promotion for the company itself.
Email marketing is one of the best and most powerful marketing tools that you can use to gain and keep customers. If you want to succeed in the email marketing field, you must pay attention to all components from the subject line, to design and text. We hope this blog post was able to help you and capture the most important aspects of email marketing.
If you enjoyed this read, feel free to check out our previous article on The Importance of Conversion Funnels in The E-Commerce World. Also, don’t forget to Subscribe to Our Newsletter!