September 27, 2023

SaaS corporations thrive on buyer retention. The extra customers you possibly can retain, the upper the client lifetime worth (CLV). Increased CLV helps optimize your general ROI. 

However how do you promote buyer retention? First and most vital, you want an excellent product. Not one of the different buyer retention methods can be efficient in case your product sucks.

However apart from that, communication is crucial so that you can retain clients. You have to talk along with your clients consistently, serving to them obtain their targets utilizing your product. That’s the place SaaS electronic mail advertising comes into play. 

We already know that electronic mail advertising has one of many highest ROIs of any advertising channel. Additionally, based on a late 2022 survey from Statista, about half of the advertising professionals surveyed claimed an ROI enchancment price of two occasions! How precisely does that occur?

This information will take you thru 9 ideas that’ll assist you construct a profitable electronic mail advertising technique in your SaaS firm.

Desk Of Contents

Bonus: Learn the way Newspoint makes use of GetResponse electronic mail advertising software program to develop their SaaS enterprise utilizing emails, lead magnets, webinars, and extra!

Electronic mail advertising for SaaS: 9 ideas for higher outcomes

1. Give worth to subscribers

Step one in mastering SaaS electronic mail advertising is to supply worth to your subscribers. Ask your self, what are you able to provide your subscribers to make them excited to open your emails? You’ll set up belief and construct a loyal subscriber base by providing one thing of worth.

Listed here are a couple of methods to think about:

  • Unique content material: Provide your subscribers entry to unique content material related to their pursuits and wishes. This could possibly be within the type of business insights, whitepapers, ebooks, or skilled interviews. By offering beneficial data that they’ll’t discover elsewhere, you improve signups and electronic mail engagements.
Example of an email course offered to AnswerThePublic users
Instance of an electronic mail course supplied to AnswerThePublic customers
  • Particular reductions and gives: Individuals love a very good deal. Contemplate providing unique reductions or particular gives to your subscribers. This could possibly be a limited-time promotion, early entry to new product updates, or loyalty rewards. These perks improve the worth of your advertising emails. In consequence, subscribers might be trying ahead to your subsequent electronic mail. Meaning greater open charges, engagements, and clicks.

Set a purpose that results in a win-win state of affairs the place your subscribers obtain beneficial content material when you obtain your advertising aims. The most effective methods to attain that is to prioritize buyer worth over your individual enterprise targets.

Mainly, don’t push your merchandise and gives in each electronic mail. Focus extra on serving to the customers with an occasional promotional electronic mail in between. 

This helps you construct an engaged viewers of glad subscribers and clients. Glad clients are additionally extra prone to grow to be model advocates and refer your SaaS enterprise to others.

Grammarly educates their customers through exclusive webinars that help them run their business more effectively
Grammarly educates their clients by means of unique webinars that assist them run their enterprise extra successfully

2. Write participating topic strains

Topic strains are the gateway to capturing your subscribers’ consideration. They decide whether or not subscribers will open or ignore your message. In a crowded inbox, a compelling topic line makes all of the distinction. 

To extend open charges, craft participating topic strains that pique curiosity and entice recipients to click on.

Try this topic line, for instance. It’s so easy, but it leaves the reader desirous to know precisely what the e-mail is about.

Email marketing for SaaS – using curiosity in email subject lines.

Listed here are some techniques and examples of participating topic strains particularly for SaaS companies:

  • Create curiosity: Pique your subscribers’ curiosity by hinting at beneficial data they’ll discover inside the e-mail: ‘Unlock the Energy of Knowledge Analytics in 3 Easy Steps.’
  • Use urgency or shortage: Create a way of urgency or shortage to encourage your subscribers to take motion: ‘‘Flash Sale ends Friday – 37% off!!’
  • Leverage personalization: Write customized topic strains tailor-made to every buyer. Use instruments just like the GetResponse electronic mail advertising platform to trace person habits and knowledge. Then, use these insights to craft customized topic strains. ‘A Particular Provide Only for You, Emilia!’
  • Pose a query: Have interaction your subscribers by asking a thought-provoking query that resonates with their ache factors or aspirations: ‘Able to Supercharge Your Fb Advertisements?’
  • Spotlight advantages: Concentrate on the advantages your subscribers will achieve by opening the e-mail. Spotlight the worth they’ll obtain: ‘Uncover How Our New Characteristic Can Save You Hours of Work.’
  • Use numbers or statistics: Incorporate numbers or statistics to make your topic strains extra particular and tangible: ‘5 Confirmed Methods to Skyrocket Your Gross sales’.

A/B take a look at completely different topic strains to see which of them generate greater open charges.

3. Analyze and phase your viewers

Each subscriber is exclusive. Understanding their preferences and behaviors is essential for profitable electronic mail advertising for SaaS. 

To realize this, you have to take time to research your viewers and phase them based mostly on particular standards that align along with your SaaS marketing strategy

Listed here are the simplest mailing checklist segmentation methods:

  • Demographics: Phase your electronic mail checklist based mostly on demographic data. In a B2B setting, this is able to contain segmenting clients based mostly on the business, firm measurement, location, job roles of the goal recipients, and so on. This lets you tailor your electronic mail content material to their particular traits and wishes.
  • Engagement ranges: Determine your most engaged subscribers and create a phase for them. Pin down your inactive subscribers who could require a re-engagement electronic mail technique. 
  • Previous purchases or interactions: Phase your viewers based mostly on their previous purchases or interactions along with your SaaS product. This lets you provide customized suggestions or cross-sell/up-sell alternatives to every phase. That is particularly vital when you have so many instruments in your platform. It helps to know the precise instruments your subscribers are all in favour of.
  • Preferences or pursuits: Use knowledge from surveys or behavioral monitoring to phase your viewers based mostly on their preferences or pursuits. Then, you possibly can ship extremely focused content material and promotions that align with their particular wants.

An autoresponder like GetResponse may be invaluable right here. The e-mail advertising platform means that you can add customized fields to your electronic mail sign-up kinds. You need to use these fields to gather the information you want for electronic mail segmentation.

Along with that, you need to use an onboarding survey to gather extra knowledge about your clients and place them within the right electronic mail segments. 

Examine this out.

SurferSEO signup page collecting additional information allowing personalized email communication.
SurferSEO signup web page amassing further data permitting customized electronic mail communication

The above onboarding survey helps Surfer accumulate further particulars in regards to the person. That is actually useful as a result of you possibly can by no means accumulate sufficient data on the signup type.

4. Design informative content material

Now that you’ve got your viewers’s consideration, it’s time to ship informative and interesting content material. 

Educate your subscribers about subjects associated to your SaaS product. How-to guides, tutorials, or webinars can assist them higher perceive your providing and maximize its advantages. 

By empowering your subscribers with data, you not solely present worth but additionally construct their confidence in your experience.

Right here is an instance from Zapier. The corporate has a month-to-month publication the place they share useful ideas and insights with their subscribers.

Zapier's monthly newsletter sharing valuable information.

Concentrate on offering beneficial insights, business tendencies, or skilled ideas your subscribers will discover useful. Keep in mind, the purpose is to place your self as an authority in your area of interest and set up a long-term relationship along with your viewers.

Additionally, make your electronic mail messages visually interesting and straightforward to learn. Incorporate clear headings, bullet factors, concise paragraphs, and interesting visuals. Design a transparent and compelling name to motion that guides your subscribers towards the specified motion. 

Lastly, place your CTA prominently within the electronic mail, guaranteeing it stands out and is straightforward to search out. Use shade distinction, buttons, or daring textual content to make your CTA visually distinct.

Learn extra: Electronic mail design finest practices 2023

5. Embody movies and highly effective textual content

Do you know entrepreneurs who add video content material to their electronic mail campaigns generate 40% extra income than people who don’t? And emails that include video in them observe greater click-through charges by greater than 32%, as confirmed by the Electronic mail Advertising and marketing Benchmarks report?

How effective is video in email marketing.

Movies are participating, eye-catching, and may successfully convey your message. Such a content material captivates your subscribers and may go away a long-lasting impression. 

Listed here are a few of the varieties of movies you possibly can add to your SaaS electronic mail advertising campaigns:

  • Welcome movies
  • Product Demos.
  • Tutorials and How-to Guides.
  • Buyer Testimonials.
  • Webinars or Coaching Periods.

Right here’s one instance from GetResponse, the place they’ve used a video to ask their subscribers to an upcoming product webinar.

Video email invitation to a webinar.

When including movies to your emails, it’s vital to think about file sizes and compatibility throughout electronic mail purchasers. Use video internet hosting platforms like YouTube or Vimeo and embody a thumbnail or a GIF picture that hyperlinks to the video. This ensures a clean viewing expertise in your subscribers.

Highly effective textual content also can seize consideration, evoke feelings, and encourage motion. Listed here are some methods to infuse highly effective textual content into your SaaS electronic mail advertising:

  • Compelling Headlines: Craft attention-grabbing headlines that immediately hook your readers and make them curious to learn extra. Use motion phrases, ask thought-provoking questions, or make daring statements that resonate along with your viewers’s ache factors or needs.
  • Emotional Storytelling: Weave storytelling into your emails to evoke feelings and create a connection along with your subscribers. Share relatable experiences, anecdotes, or buyer success tales that display the transformative energy of your SaaS product. 

Generally even your model story could make for an excellent electronic mail.  The Airbnb electronic mail under is a superb instance of this. This electronic mail is so heartwarming.

Storytelling email from Airbnb.
Supply: RGE
  • Social Proof: Incorporate social proof components like person evaluations, rankings, or testimonials in your emails. Showcase constructive buyer suggestions from glad customers to construct belief and credibility.

The facility of movies and putting textual content lies of their capability to convey data, evoke feelings, and drive motion. Have your electronic mail entrepreneurs use them strategically to create a memorable and impactful buyer expertise.

6. Align emails with buyer journey

Understanding your gross sales funnel is significant to delivering the proper message on the proper time. Map out the levels your clients undergo, from consciousness to conversion and past. Then, align your electronic mail campaigns with every stage, offering related content material that guides subscribers by means of the journey. 

For brand new leads within the consciousness stage, give attention to instructional content material that emphasizes their challenge and introduces your resolution. Share instructional weblog posts providing insights, ideas, and finest practices associated to your area of interest. 

Educational content for content writers from Grammarly
Instructional content material for content material writers from Grammarly

As your leads progress, share success tales and case research to construct belief and credibility. Create complete guides or comparability charts highlighting the distinctive options and benefits of your SaaS product in comparison with rivals. Showcase in your emails why your resolution stands out and meets your clients’ particular wants.

Product Hunt explaining how LongShot stands out from their competitors
Product Hunt explaining how LongShot stands out from their rivals

Provide free trials or demos of your SaaS product to permit potential clients to expertise its worth firsthand. 

Within the choice stage, clients are able to make a purchase order choice. You intention to supply the ultimate push and guarantee a clean transition from consideration to conversion. 

Provide your prospects unique reductions or limited-time promotions to incentivize them to decide on your SaaS product over rivals. 

Strava offering a 60-day trial to their free users
Strava providing a 60-day trial to their free customers

Showcase testimonials that spotlight the advantages and constructive person expertise others have had along with your SaaS product.

Past the conversion stage, it’s important to nurture your current clients to construct loyalty, improve engagement, and encourage advocacy. Throughout this stage, you should present:

  • Personalised onboarding guides.
  • Provide ideas, tutorials, and sources.
  • Suggest further options, upgrades, or complementary merchandise.
  • Promote referral campaigns.

Ask for suggestions out of your clients by means of electronic mail surveys. Use this suggestions to enhance your SaaS product.

7. Create customized messages

Personalization is vital to creating significant connections along with your subscribers. It goes past merely addressing your electronic mail recipients by their first names. Tailor your messages based mostly on their earlier interactions along with your SaaS enterprise. 

Personalised emails get pleasure from greater open charges (by 3.71%) and a decrease likelihood of bounce (by 1.21%). 

Contemplate the next methods:

  • Product Suggestions: Analyze your clients’ product utilization patterns. What options do they seem to make use of probably the most? What milestones are they hitting? Use these insights to establish and advocate related upgrades and cross-sells.
  • Content material Suggestions: Ship customized content material suggestions based mostly in your subscribers’ pursuits or earlier engagement. Whether or not it’s weblog articles, case research, or instructional sources, provide content material that aligns with their preferences and offers worth.
Audible providing recommendations in their transactional emails
Audible offering suggestions of their transactional emails

Use knowledge out of your CRM and electronic mail advertising companies to create dynamic content material that speaks instantly to every subscriber’s wants and pursuits. Making your emails really feel private reduces the churn price and foster stronger relationships.

8. Conduct A/B testing

A/B testing, or cut up testing, is a strong instrument for optimizing your SaaS electronic mail advertising campaigns. 

By way of cut up testing, you get to design two variations of the identical electronic mail with slight variations. The 2 variations are then despatched to completely different teams. The purpose is to see which model will outperform the opposite in producing the specified consequence. 

For instance, you possibly can run a cut up take a look at to see which electronic mail topic line format produces the best open charges. Or, split-test your worth proposition to see which model generates the best conversion charges.

Regardless of the purpose, A/B testing offers insights that assist you optimize your upcoming campaigns.

Configuring email A/B test inside GetResponse
Configuring electronic mail A/B take a look at inside GetResponse

The completely different components you possibly can take a look at embody:

  • Topic strains
  • From names
  • Electronic mail designs
  • Calls to motion
  • Ship occasions
  • Copywriting
  • Affords

You need to use GerResponse’s platform to arrange electronic mail A/B exams in a couple of simple steps. This could assist you make data-driven choices and frequently enhance the efficiency of your emails. Even minor tweaks can result in vital enhancements in open charges, click-through charges, and conversions.

Along with cut up testing, monitor your electronic mail advertising metrics, evaluating your outcomes over time and towards the business common. My advice is to check your outcomes on a quarterly foundation. It is a nice strategy to monitor your electronic mail efficiency and see whether or not your optimization efforts are yielding any outcomes.

9. Embrace advertising automation

Advertising and marketing automation is a game-changer for SaaS electronic mail advertising. With electronic mail automation instruments, you possibly can arrange triggered emails, drip campaigns, and customized workflows that ship the proper message to the proper electronic mail handle on the proper time. 

This helps you talk along with your target market with even larger precision utilizing buyer knowledge saved in your account.

That’s precisely what Advertising and marketing automation platform from GetResponse can assist you with. You may construct customized automation workflows to interact and information your clients each step of the best way to conversion and past.

How marketing automation workflows work
How advertising automation workflows work

Automating repetitive duties saves you time and allows you to give attention to strategic initiatives. Whether or not it’s sending a welcome electronic mail sequence to new subscribers, re-engaging inactive customers, or sending transactional emails, automation helps you handle customized electronic mail communications at scale.

Moreover creating automated workflows, you too can experiment with an AI electronic mail generator. This can improve your electronic mail advertising methods, saving effort and time.

Learn extra: Getting began with advertising automation

Examples of nice SaaS electronic mail advertising

For instance the ability of SaaS electronic mail advertising, let’s have a look at a few profitable electronic mail examples. We’ve categorized these SaaS electronic mail examples based mostly on what they’re attempting to perform.

1. Welcoming new customers

This electronic mail marketing campaign from Grammarly is superb for starters. The e-mail begins with a welcome notice inviting new subscribers to be taught in regards to the product. It additionally offers electronic mail preferences highlighting that the corporate doesn’t wish to be pushy. 

Since welcome emails have excessive open and click-through charges, crafting them fastidiously is critical. Your intro electronic mail should embody important data and go away a constructive first impression on readers.

Example of a welcome email from Grammarly.
Instance of a welcome electronic mail from Grammarly
Example of a welcome email from Grammarly - part 2.
Example of a welcome email from Grammarly - part 3.
Example of a welcome email from Grammarly - part 4.

2. Upselling freemium customers to a paid plan

Upgrading freemium customers into paid plans is among the greatest SaaS advertising challenges. Free plans are wonderful for buyer acquisition. They beautiful a lot eradicate the barrier to entry. Sadly, your organization will find yourself bleeding money in the long term if you happen to don’t have a stable plan for changing these free customers into paid clients.

Semrush exhibits us how you can upsell freemium customers by means of an electronic mail marketing campaign. This is among the finest emails I’ve seen of its type.

Semrush upselling freemium users with an extra free trial of their premium features
Semrush upselling freemium customers with an additional free trial of their premium options

Customers get a free journey on the “premium expertise” prepare for a complete week earlier than they need to spend a dime. It is a smart way to assist customers expertise the worth of your paid bundle.

3. Upselling customers to a better tier plan

One other instance is Wix. The model embraces advertising automation to nurture its clients. With this electronic mail, Wix makes an attempt to improve its current paying clients to a better tier plan. 

50% off sale offered to users who switch to a yearly plan – Wix.
50% off sale supplied to customers who swap to a yearly plan – Wix
50% off sale offered to users who switch to a yearly plan – Wix – part 2.

By providing a 50% off low cost for a restricted time solely, Wix provides its clients an incentive that’s engaging sufficient to make them act quick.

4. Encouraging characteristic adoption

Your product crew works tirelessly to enhance the product and ship new releases. Sadly, customers won’t be as keen about adopting these options. Electronic mail can assist you resolve this challenge. 

Ship out an electronic mail blast as soon as your new product options go reside. The e-mail wants to elucidate what the characteristic is, the reasoning behind it, and why the shoppers ought to care. That’s, present them how the brand new options will enhance their workflows. 

DigitalOcean does this brilliantly with the e-mail under.

Digital Ocean promoting feature adoption via email
Digital Ocean selling characteristic adoption by way of electronic mail

You’ll in all probability have to do 1-2 follow-up emails after this, focusing on customers who’re nonetheless not using the characteristic.

5. Boosting buyer retention

You’ll want varied electronic mail campaigns for this goal. The purpose of these emails needs to be to share beneficial data related to your viewers. Assist them perceive their business and your product higher.

For instance, Webflow shares this attention-grabbing electronic mail that designers will discover very insightful. It additionally options different thrilling stuff like a Riddle.

Webflow offering educational content to its email subscribers to increase their engagement and lower churn
Webflow providing instructional content material to its electronic mail subscribers to extend their engagement and decrease churn

These emails needs to be despatched often too. Identical to a publication. You are able to do a weekly or biweekly electronic mail. This could assist you keep on the high of your buyer’s thoughts.

Time to degree up your SaaS electronic mail advertising technique

Electronic mail is a strong advertising instrument, however provided that you understand how to make use of it proper. This information shared 9 ideas that will help you elevate your SaaS electronic mail advertising efforts. 

Your emails want to supply worth to their readers. Write participating electronic mail topic strains, analyze and phase your viewers and align emails with your entire buyer journey to attain the specified outcomes. Additionally, design informative content material, incorporate movies, and customise customized messages to maintain your readers engaged.

Crafting profitable SaaS electronic mail advertising campaigns requires ongoing effort. To maintain forward of your rivals, you have to repeatedly analyze your electronic mail advertising campaigns, experiment with new methods, and keep up to date with business tendencies. 

Now it’s time to place your newfound data into motion and watch your SaaS enterprise thrive!