15 SaaS E mail Advertising and marketing Examples & Finest Practices

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15 SaaS E mail Advertising and marketing Examples & Finest Practices

SaaS e-mail advertising and marketing is a profitable channel for a lot of firms within the trade.

Like in lots of different industries, e-mail advertising and marketing is a good way for SaaS firms to develop their buyer base. Nevertheless, there are a lot of components that set SaaS e-mail advertising and marketing other than different forms of advertising and marketing campaigns.

However don’t fret: we have put collectively this information that will help you create a profitable SaaS e-mail advertising and marketing technique that can get you off on the best foot.

Table of Contents

What’s SaaS e-mail advertising and marketing?

SaaS e-mail advertising and marketing is a manner for SaaS firms to develop their enterprise utilizing e-mail. These emails can goal each present and potential clients.

SaaS firms can use e-mail advertising and marketing to transform leads, promote new options, or re-engage inactive customers. The aim of the marketing campaign varies relying on the place the client is of their journey.

Examples of SaaS e-mail advertising and marketing campaigns embrace onboarding emails, upgrade-to-paid emails, and product updates.

Why do you have to get began with SaaS e-mail advertising and marketing?

Not everybody wants to start out e-mail advertising and marketing as quickly as they launch a SaaS firm. To make it work, you have to have a primary understanding of how SaaS e-mail advertising and marketing works.

Listed here are just a few eventualities once you’d higher maintain off launching a SaaS e-mail advertising and marketing technique.

You have got a really small consumer base or no viewers but. It is higher to focus on buying clients and constructing an preliminary following first.
You lack the sources to dedicate to e-mail advertising and marketing. The technique requires constant effort to plan, create, execute, and analyze campaigns. If you do not have the time or sources, it is wiser to give attention to areas the place you’ll have better influence.
You wish to purchase clients utilizing a scraped e-mail checklist. What you want is chilly e-mail outreach, which requires completely different methods and experience.

But when any of the next statements are true, it could be time so that you can begin with SaaS e-mail advertising and marketing.

You have got a gradual stream of high-quality leads. Whether or not it is via natural web site visitors, paid promoting, or different channels, you are constantly producing leads who’ve expressed curiosity in your supply.
You have launched your product and have a rising consumer base. You’re prepared to make use of e-mail to onboard new customers, share product updates, and collect suggestions.
You have got a transparent buyer journey map. If you happen to perceive your buyer’s path from consciousness to buy to advocacy, e-mail advertising and marketing can be utilized to information them via every stage.
You wish to enhance buyer retention and cut back churn. You need to use e-mail to share instructional content material, supply unique reductions, and collect suggestions to enhance your product.
You wish to upsell or cross-sell present clients. You probably have a number of merchandise or pricing tiers, e-mail advertising and marketing may also help you promote upgrades or extra options to present clients.
You wish to construct a group round your model. E mail advertising and marketing will assist you create a way of group amongst your customers.

These are just some examples of when SaaS e-mail advertising and marketing is price your time and funding. Keep in mind, the secret’s to start out when you’ve gotten the sources at hand and the top purpose in thoughts.

15 SaaS e-mail advertising and marketing examples

Weekly e-mail newsletters could be the very first thing that involves your thoughts once you consider e-mail advertising and marketing. Nevertheless it’s far more than that.

Listed here are just a few nice SaaS e-mail advertising and marketing marketing campaign examples for each goal.

Advertising and marketing emails

Advertising and marketing emails are a typical method to promote your SaaS services or products. You’ll use them to announce promotions, share new content material, or invite customers to imminent occasions.

Low cost supply

Squarespace’s promotional e-mail highlights a 20% low cost for brand new subscriptions. The message is targeted and concise — it clearly signifies the sale’s finish date and guides customers towards motion with a distinguished call-to-action (CTA) button.

Nevertheless, including a countdown timer would assist to emphasise the sense of urgency and doubtlessly drive extra conversions.

Low cost e-mail by Squarespace

E-newsletter

Ahrefs’ e-newsletter at all times opens with a “meme of the week,” grabbing readers’ consideration and making them desirous to open the e-mail. Past the laughs, subscribers uncover a invaluable digest of informative content material.

E-newsletter by Ahrefs

Occasion promo

SurveyMonkey steadily makes use of e-mail to advertise their upcoming occasions. Their webinar invitation emails characteristic a transparent and concise format, very similar to Squarespace’s promotional emails. The big headline, key occasion particulars (time, location), a distinguished call-to-action button, and an inventory of notable audio system present all of the important info with out overwhelming the reader.

SaaS email marketing example: webinar invitation email by SurveyMonkey

Digital occasion invitation e-mail by SurveyMonkey

Lifecycle emails

That is maybe essentially the most impactful class of e-mail advertising and marketing. It contains all emails you ship to customers ranging from the second they enroll, whether or not for a free trial or a paid subscription.

Lifecycle emails, a.okay.a. drip advertising and marketing campaigns, are often extremely customized. You may set exact triggers to ship emails on the precise second they will resonate most with the recipient, akin to after they open a particular e-mail or work together with a characteristic in your app.

Welcome e-mail

That is the place the consumer journey often begins. Hemingway’s welcome e-mail units the stage by outlining what free trial customers can anticipate within the subsequent two weeks and welcoming them to dive in and discover the product.

Whereas some manufacturers additionally use a welcome e-mail to provoke onboarding and educate new clients, it’s not unusual to interrupt this down right into a separate sequence.

Welcome e-mail by Hemingway

Onboarding e-mail

Onboarding emails can take many various kinds. You may embed a video, share useful hyperlinks, or drive customers to an interactive tour of your product. You may as well use knowledge on how customers work together along with your product to see what they’ve achieved and supply steerage for the following steps.

Softr, for instance, splits the onboarding sequence into a number of steps. First, they ship a welcome e-mail with useful hyperlinks. When customers create their first app, they observe up with an automatic e-mail guiding customers via their subsequent steps.

Onboarding e-mail by Softr

Progress replace

Grammarly’s weekly writing updates are a good way to maintain customers engaged. Offered as a enjoyable infographic, these emails assist to foster a optimistic notion of the model and add the gamification component to their expertise.

Progress e-mail by Grammarly

Improve-to-paid e-mail

A significant purpose of lifecycle emails in SaaS is popping free trial and freemium customers into paying clients. Brevo’s e-mail is an efficient instance of this. After the preliminary onboarding sequence, freemium customers get an e-mail inviting them to improve from the freemium plan.

Professional tip: One other sensible transfer is to arrange an automated e-mail that triggers when customers attempt to use options which can be just for paid plans, or after they’re about to hit their utilization limits.

SaaS email marketing example: upgrade-to-paid email by Brevo

Improve-to-paid e-mail by Brevo

Subscription renewal

This can be a must-have e-mail sort for each SaaS firm. If you happen to gather bank card info upfront, these emails stop you from charging customers who do not intend to proceed and keep away from pointless refunds. If you happen to do not require cost particulars upfront, these emails remind customers so as to add their info so their account stays energetic.

The marketing campaign beneath illustrates a well-timed reminder to resume a subscription, despatched three days earlier than expiration. If cost had been to be withdrawn routinely, Visa laws would require the corporate to ship this reminder e-mail seven days previous to renewal.

SaaS email marketing example: subscription renewal by Serpstat

Subscription renewal e-mail by Serpstat

Winback e-mail

It’s usually simpler to reactivate a misplaced subscriber than convert a brand-new lead. That’s why winback emails are such an vital instrument in your e-mail advertising and marketing technique.

Winback emails are particularly useful in decreasing churn (intention to maintain the annual churn charge round 5-7%).

Pipeline demonstrates this with their post-cancellation marketing campaign. They ask for suggestions and, as a remaining effort, present a hyperlink for customers to simply log again in if they alter their thoughts. The e-mail combines a buyer exit survey with a winback try that doesn’t look disruptive.

SaaS email marketing example: winback email by Pipeline

Submit-cancellation e-mail by Pipeline

Product emails

Product emails are centered solely in your SaaS product. You’ll ship them to tell customers about updates, bug fixes, scheduled upkeep, and every other vital product-related info.

Product updates

Scribe makes use of common product emails to introduce new options and description their advantages. The intelligent use of consumer suggestions beneath the principle message provides social proof and piques the curiosity amongst potential customers.

Along with spotlighting particular person options, Scribe sends month-to-month product replace digests, itemizing all latest developments in a single e-mail.

SaaS email emarketing example: product update by Scribe

Characteristic announcement e-mail by Scribe

Necessary notes

The next instance illustrates how emails can be utilized to take care of a seamless consumer expertise.

ClickUp communicated the shutdown of its older model via a sequence of emails titled “Necessary Notice.” They’ve additionally included a hyperlink to a assist article to information customers via the change.

SaaS email marketing example: product note by ClickUp

Necessary word by ClickUp

Technical points

As a SaaS model, you possibly can’t keep away from occasional technical points. However the way you talk these difficulties can considerably influence how folks see your model.

Zapier units instance by proactively speaking upcoming points and setting clear expectations with their customers. As soon as the problem is resolved, they ship a follow-up e-mail to maintain everybody knowledgeable.

SaaS email marketing example: technical problem communication by Zapier

Technical downside communication by Zapier

Transactional emails

Transactional emails are automated messages triggered by consumer actions inside your product. Opposite to lifecycle emails, these embrace important operational messages like account activations, password resets, receipts, and many others.

A singular sending course of distinguishes transactional emails from different forms of emails. They do not want express consent from the recipient and are sometimes despatched utilizing a particular protocol (SMTP) for sooner supply.

Motion required

Transactional emails are vital for duties that require collaboration. For instance, they’re usually utilized in platforms like Deel, the place contracts contain plenty of back-and-forth communication. Deel makes use of these emails to let folks know when it is their flip to signal a contract.

SaaS email marketing example: action required email by Deel

Transactional e-mail by Deel

Password reset

As a SaaS enterprise, you’ll usually use transactional emails to substantiate actions taken throughout the product. These emails often embrace a CTA button that enables customers to simply confirm their actions, like this instance from Pinterest.

Password reset e-mail by Pinterest

7 Finest practices for SaaS e-mail advertising and marketing

What you simply noticed is the tip of the iceberg known as e-mail advertising and marketing. There’s way more to each e-mail instance than meets the attention.

How did they phase their contacts? What steps did the automation workflow contain? What occurs after a consumer opens an e-mail?

You won’t know the specifics behind every of those e-mail examples, however you possibly can observe the most effective practices that guided their creation.

1. Select e-mail advertising and marketing software program that can suit your wants

There are tons of Saas e-mail advertising and marketing instruments on the market. Not all of them will meet your wants.

Listed here are just a few options to remember when selecting an e-mail advertising and marketing software program in your Saas firm.

Transactional and advertising and marketing emails. The software program ought to deal with each forms of emails — those associated to your product (e.g. account confirmations) and those you employ for advertising and marketing (e.g. newsletters and promotions).
CRM integration or built-in CRM. The platform ought to work seamlessly along with your gross sales CRM, and even higher, have its personal built-in CRM.
Habits-based advertising and marketing automation workflows. Whereas most e-mail advertising and marketing platforms supply primary advertising and marketing automation instruments, you want extra. For extremely customized emails, search for an answer that permits you to automate emails based mostly on how customers work together along with your web site or product.
Scalable pricing. Select software program that does not cost you extra simply because your contact checklist grows.
Sturdy e-mail API. As your workflows get extra advanced, you’ll want a robust e-mail API to simply combine e-mail advertising and marketing into your different techniques and processes.

Brevo ticks all of the bins. The all-in-one suite helps each advertising and marketing and transactional emails and affords multichannel advertising and marketing, buyer help instruments, and strong CRM and gross sales options.

Brevo’s SMTP relay and e-mail API empower you to construct a robust e-mail sending engine with distinctive deliverability. All of this comes with budget-friendly pricing for rising firms.

2. Put together your account to adjust to e-mail insurance policies

The actual problem of e-mail advertising and marketing is not crafting eye-catching emails, however guaranteeing they really attain your subscribers’ inboxes.

Listed here are some primary ideas to enhance e-mail deliverability:

For optimum e-mail deliverability, contemplate acquiring a devoted IP handle out of your e-mail service supplier.
Select an e-mail platform with popularity, particularly in case you do not plan to buy a devoted IP handle. Low-cost companies could also be frequented by spammers, impacting your sender popularity.
Accumulate express consent from folks earlier than including them to your e-mail checklist.
Step by step enhance your e-mail sending quantity to heat up your handle and set up a optimistic sending popularity earlier than launching large-scale campaigns.
Maintain your mailing checklist clear and often take away inactive customers.

Whereas the following tips nonetheless apply, new spam laws from Gmail and Yahoo have raised the bar. Along with the above practices, these laws require you as a sender to:

Maintain your spam grievance charge beneath 0.3%.
Embody a one-click unsubscribe choice in all emails.
Authenticate your area(s) with DKIM or SPF in case you ship over 5,000 emails per day.

3. Arrange a lead era engine

The reality is, many really useful lead era techniques work just for firms that have already got a popularity. For instance, in case you’re simply beginning out, you’ll have a tough time attempting to gather subscribers to your e-newsletter — folks won’t even realize it exists.

Listed here are just a few lead era methods that work:

Spend money on paid social media promoting to succeed in a wider viewers and drive visitors to your touchdown pages. Supply invaluable gated content material, akin to playbooks, templates, or checklists, to seize leads.
Produce an trade report. Even when you do not have a high traffic web site, you should use social media to distribute your report. Over time, this will develop your lead era by as a lot as 400%.
Collaborate on webinars and podcasts. Accomplice with different companies or influencers in your trade to faucet into their viewers.
Use a free instrument as a lead magnet. A easy calculator or a free restricted model of your software program will do. For instance, Moz, an search engine optimization instrument, affords a library of free instruments in trade for consumer info.

SaaS email marketinge xample: free account by Moz

Moz affords entry to free instruments in trade for buyer knowledge

While you’ve selected a tactic, gate your lead magnet with a brief and candy sign-up kind. Embody a checkbox for customers to explicitly consent to obtain advertising and marketing communications. Then sync it to a devoted e-mail checklist.

4. Phase all incoming leads and clients

Whether or not a possible buyer signed up in your free trial or downloaded a report, your messaging needs to be completely different. So, in case you run a number of lead magnets, you have to create separate contact lists based mostly on how customers first discovered you.

However what in case you’re concentrating on very completely different teams of individuals with one lead magnet?

In that case, add just a few qualifying inquiries to your lead era kind. For instance, in case your product is for each in-house workers and freelancers, and your message is completely different for every, add a discipline asking them to decide on. Then you should use an “if/else” automation to place these leads into completely different lists based mostly on their solutions.

Right here’s how a buyer segmentation automation would possibly look in Brevo:

Customer segmentation automation example in Brevo

Buyer segmentation automation in Brevo

To keep up correct and related lists, you have to constantly qualify leads as they work together (or don’t) along with your campaigns. In Brevo, you possibly can arrange extra automations to attain and phase your contacts based mostly on e-mail engagement, conversions, and actions in your web site.

Lead scoring workflow with Brevo automation

5. Construct an e-mail advertising and marketing funnel

As you begin planning your e-mail campaigns, think about your leads’ path to conversion as a funnel. Leads enter the highest of it after they be a part of your e-mail checklist and undergo a number of touchpoints. As they work together along with your emails and study extra about your model, they transfer down the funnel, finally turning into loyal clients.

This funnel will be roughly divided into 4 key levels: consciousness, consideration, conversion, and loyalty. Whereas there could be extra steps between every stage relying in your particular e-mail advertising and marketing buyer journey, the core idea stays the identical. Every stage within the funnel requires various kinds of content material to maneuver customers via the funnel.

Within the consciousness stage, newsletters and webinar promotions may also help you qualify new subscribers. Those that interact with these preliminary emails can then be nurtured with promotional campaigns and case research. As soon as they convert, upselling sequences and NPS surveys may also help foster loyalty and encourage repeat enterprise.

Additional studying: What’s a Gross sales Funnel: Levels, Examples & Construct One

6. Create drip campaigns

You have already seen drip e-mail campaigns examples above. These are e-mail sequences routinely despatched based mostly on particular consumer actions. Mostly, they’re used for lifecycle emails (e.g., onboarding, milestone achievements, re-engagement) and advertising and marketing promotions.

To create one, merely arrange an automatic workflow inside your e-mail advertising and marketing platform. Each good system ought to supply this performance. Brevo makes it straightforward to create every kind of e-mail automations, from primary time-based emails to stylish workflows triggered by consumer exercise.

Right here’s the way to automate a drip marketing campaign in Brevo.

Create all of the emails, contact lists, and any customized contact attributes you will use in your drip marketing campaign.
Go to Automations > Create an automation > Begin from scratch (or use a template).
Title and describe the automation.
Outline a set off (e.g., signing up, clicking a hyperlink).
Add every step and situation (e.g. “in the event that they clicked this”) and actions (e.g.”ship this e-mail”).

Basic Brevo automation setup: entry point, condition, action

How drip marketing campaign automations work

7. A/B check your e-mail campaigns and automation workflows

Lastly, let’s discuss your e-mail content material. Your e-mail advertising and marketing instrument affords infinite e-mail templates, however how do you select the most effective strategy?

As an alternative of agonizing over the proper template, let your viewers information you. A/B check completely different variations of your emails to see which pictures, construction, calls to motion (CTAs), and topic traces resonate most with them.

For every advertising and marketing e-mail, create two variations. These variations ought to solely differ in a single component that you simply suppose may considerably influence open charges or click-through charges, akin to the topic line, a call-to-action button, and even picture placement.

Animated Gif of A/B testing for subject lines and email content in Brevo

Establishing an A/B check in Brevo

An e-mail advertising and marketing platform like Brevo will deal with the check for you — all you want is to design the 2 variations of your e-mail. The platform will ship them to 2 equal teams, collectively representing a portion of your whole target market. When the check is over, the successful model shall be routinely despatched to the remaining recipients.

That is how A/B testing works for particular person e-mail campaigns. However most of your emails shall be despatched via automation — and ideally, it is best to be capable of check these too. Brevo makes this doable, permitting you to A/B check completely different elements of your workflows.

E mail templates: see which template generates extra engagement or conversion charges.
Workflow setup: check completely different mixtures or order of steps to seek out what performs greatest.
Message frequency: decide the optimum frequency for sending emails or textual content messages.

By working these exams inside your workflows, you possibly can confidently decide the best strategy for every step of your buyer journey.

Make modifications to your emails and automations as you see room for optimization — simply keep in mind to doc marketing campaign metrics so you possibly can measure the influence of these modifications.

Set your SaaS e-mail advertising and marketing campaigns up for fulfillment

An efficient e-mail advertising and marketing technique begins with software program that doesn’t limit your actions. Brevo affords a whole e-mail advertising and marketing toolkit to help all of your initiatives. As you develop, increase into Brevo’s gross sales and CRM instruments.

Get began with SaaS e-mail advertising and marketing

Free plan contains entry to all core e-mail options, 300 emails/day, 40+ e-mail templates, and automations for as much as 2000 contacts.

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15 SaaS E mail Advertising and marketing Examples & Finest Practices

What’s SaaS e-mail advertising and marketing?

Why do you have to get began with SaaS e-mail advertising and marketing?