What Are The Types Of Email Marketing That SaaS Businesses Should Use?
Email marketing is one of the most effective yet easiest marketing strategies for SaaS businesses.
One of the things that makes email marketing work is that you can use it for a wide variety of purposes. You can send emails for brand awareness, customer acquisition, or even customer retention.
However, not all email marketing strategies are created equal.
In this article, we will answer the question “What are the types of email marketing?” and how you can maximize each of them for your SaaS business.
Let’s dive right in.
1) Welcome Emails
A welcome email is the first email your subscribers receive from you after they sign up for your list.
This is your chance to make a good first impression and introduce yourself and your business.
Your welcome email should be friendly and helpful, and it should give new subscribers a taste of what they can expect from your messages.
So how can you make the most out of your welcome emails?
There are a few key things you can do:
Personalize Your Message
Your welcome email is the perfect opportunity to personalize your message and connect with your new subscriber on a human level.
Address your subscribers by name and make sure your email sounds like it was written by a human.
This is important because you may opt to automate this process using triggered email automation. And that’s a good thing to do. It streamlines your email marketing campaign.
However, it can also sound robotic and manufactured if you’re not careful. And that’s not going to leave a good first impression on your email subscriber.
Use a Friendly Tone
Your welcome email is not the time to sell, sell, sell. Instead, focus on building a relationship with your new subscriber.
Be helpful and friendly. And avoid coming across as too sales-y.
Think about what you would want to see in a welcome email if you were the one subscribing, and then model your email after that.
Include a CTA
Your welcome email should have a clear call-to-action (CTA).
This could be something like “Download my free guide” or “Take my quiz.”
Your CTA should be relevant to your subscriber and it should be something that they will find valuable.
Don’t make the mistake of including a CTA that is all about you. Remember, your goal is to provide value to your subscribers. So make sure your CTA reflects that.
2) Email Newsletters
An email newsletter is a great way to keep your subscribers up-to-date on what’s going on with your business.
You can use your newsletter to promote new content, announce new products or features, or give your subscribers a behind-the-scenes look at what’s going on.
Your newsletter should be informative and helpful, and it should provide value to your subscribers.
So how can you make the most out of your email newsletters?
There are a few key things you can do:
Include Relevant Content
The content you include in your newsletter should be relevant to your subscribers
This means that you need to segment your list and only send each segment information that is relevant to them.
Don’t make the mistake of sending all of your subscribers the same newsletter. That’s a surefire way to get people to unsubscribe from your list.
Segment Your List
As we just mentioned, you need to segment your email list in order to send relevant content.
But what does that mean, exactly?
List segmentation is the process of dividing your subscribers into groups based on common characteristics.
For example, you might segment your list by:
- Geographic location
- Demographic information (age, gender, education level, etc.)
- Purchase history
- Engagement level
- Industry (for B2B emails)
There are a ton of different ways you can segment your list. The key is to find the segments that make sense for your business and then send relevant content to each segment.
Include a CTA
Just like with your welcome email, your newsletter should have a clear call-to-action
Your CTA could be something like “Read this blog post” or “Download my ebook.”
Again, make sure your CTA is relevant to your subscribers and that it provides value.
3) Announcement Emails
Announcement emails are exactly what they sound like: emails that announce something new.
This could be a new product, a new feature, or even just a new blog post.
Announcement emails are a great way to keep your subscribers in the loop about what your SaaS business is up to.
But how can you make the most out of your announcement emails?
There are a few key things you can try:
Make Sure Your Email is Timely
Your announcement email should be timely.
This means that it should be relevant to what’s going on right now.
For example, if you’re announcing a new feature for your SaaS product, make sure that you’re rolling out the update sometime soon.
Don’t make the mistake of sending an announcement email too early or too late.
Note that your announcement should hype up whatever it is that you are announcing.
So if you send it too early, that might result in the hype dying down. Or if you send it too late, there may not be enough time for the hype to build at all.
The key is to find the perfect balance.
Keep It Short and Sweet
Your announcement email should be short and sweet
Get to the point and don’t include any fluff. Remember, your goal is to announce something new, not write a novel.
So keep it brief and the point.
(Again) Include A Clear CTA
As with all of your emails, your announcement email should have a clear call-to-action
Your CTA could be something like “Learn more” or “Sign up now.”
Having this CTA would go beyond the goal of just announcing something new about your SaaS business.
It could also measure how interested your subscribers are in the announcement. Or if you’re launching a new SaaS product, it could even be an opportunity to gather preorders.
4) Lead Nurturing Emails
Lead nurturing emails are a great way to build relationships with your leads and customers.
The goal of a lead nurturing email is to provide value and build trust with your leads.
You can do this by sending them helpful information, educational content, or even just updates about what’s new with your SaaS product.
Lead nurture emails are typically sent on a regular basis (weekly, bi-weekly, etc.).
So how can you make the most out of your lead nurturing email?
There are a few key things you can do:
Use A Mix Of Educational & Promotional Emails
Your lead nurture emails should provide value and build trust with your leads. But you also need to promote your products and services, especially for leads who are in the latter stages of the SaaS sales funnel.
The key is to find the perfect balance. You don’t want to send too many promotional emails, as that will come across as sales-y.
But you also don’t want to send too many educational emails, as that will make it seem like you’re not selling anything.
The best way to find the perfect balance is to experiment and see what works best for your business.
Speaking of finding out what works and what doesn’t…
Track Email Engagement
Tracking your email engagement will help you see what’s working and what’s not. You can monitor various email engagement metrics, such as open rates, click-through rate (CTR), and unsubscribe rate.
You can also use A/B testing to see what type of content your leads engage with the most.
For example, you could test different subject lines, CTAs, or even email formats.
By tracking your email engagement and using A/B testing, you’ll be able to fine-tune your lead nurturing emails and make them as effective as possible.
What’s more, it also allows you to segment your list based on engagement levels.
For example, you could send more promotional emails to leads who are actively engaged with your emails.
And you could send more educational emails to leads who are not as engaged.
Set Up A Drip Email Campaign
A drip email campaign is a series of pre-written emails that are automatically sent out over a period of time
Drip email campaigns are great for lead nurturing because they allow you to send your leads a series of emails that are relevant to them.
For example, if you can set up an email drip that gradually introduces and sells your SaaS product. It can go something like this:
Email 1: Welcome email and introduction to your SaaS product
Email 2: In-depth look at your SaaS product’s features and integrations
Email 3: Comparison between your SaaS solution and competing products in the market
Email 4: Offering a free trial of your SaaS product
Email 5: Asking for feedback on the trial and offering a paid subscription
The key is to make sure that each automated email in your drip campaign provides value and builds trust with your leads.
Again, don’t try to sell them in every email. Instead, focus on providing helpful information and building your relationship with them.
5) Re-engagement Emails
If you have leads who haven’t interacted with your business in a while, then you need to reengage them.
The best way to do this is with a re-engagement email campaign.
Re-engagement emails are sent to leads who haven’t interacted with you in a while in an attempt to get them interested again.
These types of emails can be very effective, as they’re essentially a second chance at converting a lead.
There are a few things you need to keep in mind when sending re-engagement emails:
Make Sure Your Email List Is Clean
Before you send out a re-engagement email campaign, make sure your email list is clean. This means removing any inactive or unengaged subscribers from your list.
You don’t want to waste your time and resources sending emails to people who will never engage with your business.
What’s more, having a high bounce rate can even hurt your email deliverability and even your sender’s reputation.
Internet service providers (ISPs) and spam monitoring networks may flag your high bounce rate and may consider you as a spammy email ender.
So if you have email addresses in your list that are responsible for a lot of email bounces, it would be more helpful if you just remove them altogether.
Use A Relevant And Personalized Subject Line
Your subject line is what gets your email opened, so make sure it’s relevant and personalized
For example, you could use a subject line like “We Miss You!” or “We Have Something Special For You”.
Both of these subject lines are relevant to the recipient and are likely to get their attention.
In addition, avoid using any spam trigger words or phrases in your subject line. This will only make your emails more likely to get flagged as spam.
Keep Your Emails Short And To The Point
When writing your re-engagement emails, make sure to keep them short and to the point. No one wants to read a long email, especially if they’re not interested in your business.
Get straight to the point and tell them what you want them to do. For example, you could say something like “We’d love to hear from you” or “Check out our new features”.
Both of these examples are short and get straight to the point.
6) Seasonal Campaign Emails
Seasonal email campaigns are a great way to promote your SaaS product during specific times of the year.
For example, you could run a holiday promotion or a back-to-school sale.
The key is to make sure that your seasonal email campaign is relevant to your target audience.
For example, if you’re selling education software, then a back-to-school sale would be relevant to your potential customer.
On the other hand, if you’re selling a SaaS product related to eCommerce, then you might want to leverage Black Friday or other holidays.
It’s also important to make sure that your seasonal email campaign stands out from the rest. This means using eye-catching images and an engaging subject line.
Final Thoughts About Email Marketing Types For SaaS
Email marketing is a powerful tool that all SaaS businesses should be using.
There are many different types of email marketing that you can use to promote your business, and each has its own advantages.
The key is to find the right email marketing strategy for your business and your target audience.
By using the right email marketing strategy, you can improve your customer acquisition and retention rate, as well as boost your bottom line.
Want more guides and strategies that can help you grow your SaaS business? Check out our blog here.