How To Run Email Marketing Campaigns to Target SaaS Businesses

Overview

Email is the most conventional form of communication over the Internet. However, it is still one of the most adequate ways to connect with your audience. Despite the advent of several new communication channels and social media platforms, with over four billion email users worldwide, it still remains the most dominant communication channel.

Therefore, marketers design and utilize email marketing campaigns to augment their overall marketing strategies. With email campaigns, brands and businesses directly connect with their audiences and effectively communicate their brand messages.

How To Run Email Marketing Campaigns to Target SaaS Businesses?

It is a known fact that email marketing offers incredible ROI. However, it’s essential to remember specific methods, especially when starting with email marketing. Here are some tips to help you get the best results from your email marketing measures:

1. Segmenting Your Subscribers

People get several types of emails, and you must develop your SaaS email marketing strategy to help you segment your emails according to your audience, their behaviors, and choices. Segmentation makes your emails more targeted and focused, so you invest your time, effort, and money toward audiences that want you as much as you want them. A successful segmentation results in a better click, open, bounce, and unsubscribe rate.

You can segment your audience in the following ways:

1. By industry type: It is the easiest and the most effective form of segmentation. When you know your customers’ industry, you have the most valuable information about them. It tells you if they will engage with your emails or not. Segmenting helps you save energy, time, and money.

2. By company size: Segmenting your customers according to their revenue helps you understand if your product/service is specifically designed for big companies or vice versa. Therefore, if your product or service requires a huge budget, sending marketing emails to smaller companies that cannot afford your offering is futile.

3. By their sales cycle: A new subscriber isn’t an ideal candidate for a multi-email campaign. Similarly, an introductory tutorial-like email isn’t fit for a subscriber who has been using the product for a prolonged time.

2. Picking The Right Time

Sending emails at any time of the day will not garner good open rates. You must choose the perfect time according to your audience and their preferences to do so in order to make your email marketing successful. You must perform A/B tests to track when your subscribers are more engaged and open to engaging with your emails.

3. Sending Emails Based On Feature Usage

If you send the same emails to every subscriber, you won’t get the results you’re looking for! Instead, each subscriber should be treated separately according to their behaviors and specific needs. You can use email automation to treat your customers according to their specific needs. You can also use autoresponders to increase customer engagement, loyalty, and retention and quickly respond to your customers.

4. Trying Various Subject Lines

Your subject line is the first thing your subscribers notice about your email. It decides if your subscribers will open your email or let it go. It is the first impression on your reader, and it should be concise and precise. Therefore, learning and selecting the most effective subject line can change many things about your email marketing.

You can keep the following in mind while creating your subject line:

1. Draw curiosity, but use easy and simple words.

2. Use numbers to catch the eye.

3. Be friendly and conversational, but don’t be cheesy.

4. Exhibit the features of your products/services.

5. Measuring Your Success

In order to understand your weaknesses and strengths, you must measure the success of your email marketing. Plenty of email marketing metrics can help you track, gather, and examine data specific to emails. The most prominent ones are open rate, click rate, and ROI. These will give you a general idea about how your subscribers react to your emails.

6. Tracking Of Inactive Subscribers

When you send marketing emails, you’ll see inactive users who are not engaging with your emails. The bounce rate is a valuable metric to track or identify such inactive subscribers. With this crucial metric, you can understand the percentage of emails not being opened or bounced from your recipient’s mailboxes. After identifying inactive users, you should reengage with them using a different approach to ensure they’re not interested in engaging with your business. You can try “We-miss-you” campaigns, discounts, promo codes, special offers, tutorials or guides, or any email entirely different from your regular emails to win back your inactive subscribers through email.

However, you do have to understand that sometimes, no matter how hard you try, reengaging with all of your inactive subscribers will not happen. In this case, cleaning your subscriber list is the best you can do. This will help you get a refined list of subscribers and have a more targeted audience.

7. Making It Personal

Personalization is often overlooked, although it is an obvious strategy to nail email marketing. Personalized emails have higher unique open rates and click rates than non-personalized emails, indicating personalization is a huge aspect of successful email marketing. Personalization isn’t just restricted to mentioning the recipient’s name. It goes way beyond that and helps nurture the relationship between your consumers and your products/services. Therefore, the effort, money, and time you spend on personalization will help you gain your customers’ loyalty and trust. Building that kind of relationship gives you an active customer base, increases your revenue, and keeps your old customers satisfied.

8. Using Branding In Your Signature

Email signature branding is the cheapest and easiest way to promote your brand through email. They build brand awareness and increase engagement with your brand as a whole. You must be first clear about your brand’s personality for email signature branding. After deciding on all aspects that build your brand, you must ensure that all your emails are constructed according to them. It is also essential to have a cohesive set of email templates. Consistency is the key to powerful email signature branding. All your emails should be easily recognizable with the messaging, font, and colors for your branding to succeed. When subscribers open your email, they should be sure which brand it is from! This gives you an advantage over your competitors and helps you with the open rate and click rate.

What are the steps involved in running email marketing campaigns for SaaS business?

SaaS email marketing campaigns give impressive open rates and are bang on average across all industries. Then there are those simple email marketing tactics that can be applied to your SaaS brand, like using attractive subject lines or using first names. It all helps. However, we need to go a level deeper with our methods for SaaS and use the following as well:

1. Automate behavioral triggers

We need to look at triggers outside of activations and conversions if we want our email marketing funnels to be as effective as possible. We personalize communication and give our email recipients timely content relevant to each unique experience they have with our brand when we create behavioral triggers in our email marketing flow.

Identify those behavioral triggers within the acquisition, retention, activation, revenue, and referral touchpoints. Next, determine which funnels someone can move to once they set off a behavioral trigger. Perhaps it’s a funnel you already have or maybe you must create a new one entirely. Again, the decision depends on you and is defined by the resources you have.

2. Host referral campaigns

Referral campaigns are a grossly overlooked way of growing your business financially and reaching new audiences. You can run a successful campaign at multiple stages throughout the customer journey if you structure it well. Referral campaigns give you a fresh opportunity to enlighten those customers that still need to be converted and reinitiate contact with those that have unengaged. It also allows you to grow your product awareness and reach new audiences in relevant communities.

3. Accomplish more with your Net Promoter Score (NPS) emails.

As SaaS businesses, an NPS survey is a core element for exploring product and overall brand sentiment. In addition, it can help recognize room for improvement across the board along with the segmentation strategy. NPS emails will identify your detractors, passives, and also your promoters. Once you segment your promoters, you can use them wisely. In addition, you can create referral campaigns off the back of them and guarantee a higher open and click-through rate.

4. Nail onboarding sequences & welcome emails

Onboarding is crucial to a product’s success. A well-executed onboarding increases customer retention, reduces customer churn, and up our product adoption rates. A significant part of onboarding still depends heavily on email. An effective ‘welcome’ journey can increase engagement and revenue more than regular send-outs. They also receive a higher open rate than standard promotional emails. If you nail your onboarding sequence, the benefits to your business come by the bucket-load.

5. Dont leave any email untouched

There should be an ‘always-on’ nurturing campaign for each email collected, even if they appear far out of the funnel, and converting them seems far-fetched at the moment. The same applies to subscribers that seem out of your typical target market/ICP. When people provide their emails, they have a basic knowledge of your brand. Set new goals for colder emails, generate another touchpoint, and increase your brand awareness. They could be a potential customers if you’ve got your nurture flows, behavioral triggers, and segmentation on point.

6. Focus on your infrastructure

Make sure you have the reporting infrastructure and process to measure per-email performance. Sending out emails you can’t track and learn from, makes no point. Forward this information to the teams that need it most and have it provide for other strategies.

7. Always connect to the reader

If you’re not delivering appropriate and attractive content for a new user, then it makes no sense, even though your email marketing workflows are well-structured or automated! People want to understand how your services or products can help their typical problems. They want to know why your product is the best one to choose, and it doesn’t just come down to pricing. Create personalized emails and include stories of users your email recipient can connect to! You should have pain points, case studies, and reviews from customers who are/were in similar situations as theirs. Deliver content that is relevant to them and grabs their attention.

The Best Practices for Running an Email Campaign

1. Check your audience analytics and send emails at a suitable time accordingly.

2. Create an engaging subject line to improve the chances of the recipient opening your email.

3. Conduct A/B testing with a small group of your mailing list to see which email campaign is the most adequate for your audiences. After that, you can use that effective campaign for a bigger audience.

4. Personalize your emails to give them a human touch and show the recipient that your brand is focused on them.

5. Optimize your landing pages. Your recipients’ post-click experience should be as good and effective as their pre-click experience.

Why email marketing is still preferred for technology businesses?

Email marketing is the most effective digital marketing strategy because of its hardcore personalization tactics. Despite being the oldest digital communication tool on the block, it maintains its significance in marketing alongside live chats and social media networks. Half of the online population uses emails. It’s the most accessible medium of communication. The email list reflects your organization’s latent consumer base. Maximum personalization and direct communication combine to ensure marketing success. Extensive profitability and success rates of email campaigns drive high ROI. Emails always have a default tone of seriousness that delivers higher engagement than any other form of advertising.

Conclusion

Email marketing campaigns must be adjusted depending on a recipient’s action. Otherwise, they might find your emails as highly annoying. Remember, a campaign is not just a one-time email. It’s a way to reach out to a customer multiple times but in a systematic and strategic approach. You can also get the data from sales and marketing intelligence companies like OceanFrogs, and uplead. They can help you find the best-fit accounts by using their technographics and firmographics. So choose or brainstorm a campaign idea of your own and get emailing!

Even in the age of the metaverse, the number of email users globally exceeds the social media population by a good margin. This mammoth consumer base adds to email’s defining attributes, such as user access and transparency. Moreover, email marketing outperforms social media regarding adaptability, user engagement, and ROI.

Author Details

Srujan Patil

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