Email marketing for SaaS companies is a different sort of email marketing than followed in regular brand campaigns. In the former case, you will be emailing people with an in-depth knowledge of the strategies and tactics you are using. It means you need to be smart with what you deliver and how you deliver it as well. Sustained email marketing campaigns tailored to the needs and interests of different audiences can increase conversion rates as well as promote user retention. Let us discover the myriad potential of email marketing in the business of SaaS companies.
Creating an ideal email marketing agenda for SaaS companies
Moz, the renowned software company, lowered its 30-day churn rate with a simple onboarding email by a staggering 40%. The actionable nature of the email with outreach suggestions and ROI demonstration, written in a playful tone resonated with users and brought them on board instantly.
The direct and personalized approach of email enables SaaS companies to gather leads, guide new user onboarding, and maintain consistent communication with users. Personalized email campaigns can keep users engaged and increase lifetime value. Let us see some of the ways you can create a personalized email campaign for a SaaS company-
- Onboarding sequences and welcome emails: Onboarding is vital to your product’s success. A well-planned onboarding can reduce customer churn, increase retention, and upgrade adoption rates. An effective onboarding guide via email can increase engagement and revenue more than regular send-outs. It also receives a higher open rate than standard promotion emails, contributing to retention.
- Product update emails: Email marketing for SaaS does not end with the user signing up for a paid subscription. Companies also need to develop robust SaaS user retention strategies to maintain and grow their user base over time. Product update flows are a good way to maintain consistent communication with the user base for SaaS companies. This helps to make sure that the users are regularly engaging with the products and are deriving real value from their subscriptions. It ensures that the users know all about the latest updates and how each feature can benefit them.
- Re-engagement emails: These can help you retain product users and mailing list subscribers for your company. Inactive users not only mean a high churn rate, but they can also harm your email marketing performance. Encourage the users to come back to the platform by letting them know about free tools, offers, new products, etc. Leading users with value towards reactivation can help a lot when you are reaching out to them via email.
- Tools and platforms for managing campaigns: Some email marketing tools can automate your marketing campaigns, thereby reducing SaaS churn with email. They can track, record, analyze, make reports, and discover growth opportunities to present you with possible solutions. They will help you figure out how to send out the right mail at the right time, enhancing user retention and satisfaction. Some of the most well-known of these tools are ActiveCampaign, EngageBay, Brevo, Omnisend, and Mailmodo.
FAQs
The key metric is Customer Lifetime Value (CLV) driven by email engagement.
Use UTM parameters and email tracking tools to measure open rates and link clicks.
Analyse retention rates before and after campaigns to gauge their influence on keeping customers.
It measures the effectiveness of your email content by driving users to take action.
Typically, it ranges from 1% to 5% depending on your campaign targeting and quality of the email list.
