What Is an Email Marketing Campaign + How to Create a High-Performing One for SaaS?

What Is an Email Marketing Campaign

Do you want to increase sales and visibility for your SaaS company? Then you need a solid email marketing strategy. 

1 in 2 media planners uses email marketing as their go-to strategy for customer engagement and acquisition. This only means that if you haven’t yet implemented email marketing for your SaaS business, now is the time.

With the right approach, an email marketing campaign can help you spread awareness of your brand, build trust among customers, and ultimately drive more sales. In this blog post, we’ll discuss what exactly an email marketing campaign is and how to create one that’s successful for your SaaS business. 

We’ll cover topics like finding the right contact list for customers, crafting compelling messages that convert, setting up automated emails to streamline campaigns, and more! Keep reading to learn all about how to craft a high-performing email marketing system from start to finish.


What is an email marketing campaign?


Email marketing campaigns are an effective tool for businesses of all sizes. They offer the ability to send out bulk emails to an existing contact list or a large population of potential customers, making them an efficient means of staying in touch with your audience.

An email marketing campaign has the power to generate response and engagement in a way that other digital platforms do not offer. It enables you to create relationships, promote new products and services, and capture feedback through surveys. Factors such as design layout, personalization, relevance of content, and timing make email campaigns unique and successful when compared to intrusive ads or company cold calls. With well-crafted messaging, email campaigns can be a potent tool in helping businesses grow.

Email campaigns are effective because they provide companies with feedback that can be used to improve marketing strategies while ensuring that customers receive custom messages relevant to their interests.

Companies are also able to track bounced emails, click-through rates, and conversions in order to accurately measure the success of their engagements and optimize the strategies behind them from one viewable platform.


How do emails impact your SaaS marketing strategy?


Here are some of the ways email campaigns can help you improve your SaaS marketing strategy:


1. Increase brand awareness


By sending out regular, meaningful emails to customers, businesses can help keep their brand top-of-mind and actively engage their audience in meaningful conversations. A well-crafted email campaign allows businesses to tailor content based on customer interests and preferences and communicate pertinent details about new products or services that would otherwise be forgotten.

Additionally, email campaigns build trust between the business and their customer base because users feel directly connected to the company’s message and brand. With data analytics tracking user behaviors, companies can now accurately measure the effectiveness of an email campaign across KPIs


2. Generate website traffic


By including links to the company’s blog, online store, or directly to important product pages, businesses can bring customers straight to the SaaS website for an informed visit.

Additionally, through carefully crafted emails with enticing offers, a SaaS business can encourage potential customers to explore their site and contents. Email marketing campaigns are also a fantastic and low-cost way to build opportunities for repeat visits by regularly reminding users of what they offer and even providing special discounts or promotions.


3. Drive sales and revenue


Email marketing campaigns allow you to quickly establish relationships with potential customers and turn them into loyal customers by sending timely, relevant, and personalized emails.

By segmenting your email list, you can send specific messages tailored to different customer profiles and present clear calls-to-action that drive leads towards converting. Through testing, tracking, and optimizing click-through rates, open rates, conversion rates, etc., you can build strong email campaigns that target the right people at the right time, resulting in higher sales and more revenue for your business.


4. Boost other marketing channels


With email campaigns, marketers can draw attention to the latest promotions, discounts or special offers in order to maximize ROI and attract more customers. By creating content that is personal and relevant, SaaS businesses can reach out to their customers in a way that resonates and encourages them to use other marketing channels such as paid ads, social media, simple banners as well as online surveys.

Through timely, informative emails that provide helpful resources like case studies, whitepapers, or product reviews the SaaS business can nurture organic leads, keep their brand top of mind, and use analytics to track engagement and ratify impactful content.

Additionally, email campaigns can emphasize cross-marketing strategies that link back to other platforms. 

For example: highlighting social media posts in emails or creating ‘Read more’ redirects through newsletters to blog posts on their website. This will incentivise prospects to interact with their brand across multiple touchpoints while boosting visibility that drives more conversions down the sales funnel.


5. Keep customers engaged


Email marketing allows SaaS businesses to send out personalized messages tailored specifically to their customers’ needs, wants, and preferences. By offering valuable content, discounts, exclusive offers, and more – automated email campaigns can help increase customer loyalty and retention while reducing churn rates, as 37% of B2B marketers say so.

Additionally, they allow businesses to stay top of mind with their customers and build relationships through effective communication. 

Emails can contain relevant tips and tutorials that give users the tools they need to maximize their usage of your SaaS product. Through frequent communication, it keeps users apprised of changes, advances in technology, as well as special discounts or promotions that incentivize additional future engagements.

Moreover, feedback surveys allow businesses to solicit advice from customers about how they can tailor products or services to make them a better fit for individual needs.


How to create a high‑performing email campaign 


Below are a few tips on how to create a high-performing email marketing campaign for SaaS businesses:


Identify your audience


Knowing who your target customer is and what their needs are will help guide your strategy in crafting content and messaging in order to create a high-performing email campaign.

Market research is essential for SaaS business owners to understand purchasing patterns, preferences, and motivations of customers so that emails can be crafted in a way that resonates with them and invites them to take action.

SaaS companies should look into segmenting their mailing list into different groups based on past buying behavior or product interests, which makes it easier to craft personalized messages that are engaging and encourage buyers to make informed decisions about their products.


Build a targeted email list


Below are a few tips on how to create a targeted email list for SaaS businesses:

  • Place opt-in forms around your website: Give visitors a chance to sign up for emails when they reach certain pages on your site.
  • Create gated content and lead magnets: Offer something of value, such as an ebook or webinar, in exchange for their email address.
  • Use event sign-up forms: Include an opt-in form at trade shows and conferences to capture contact info from attendees.


Understand your goals


Every SaaS business has unique goals. Boosting revenue, increasing customer engagement, and improving product promotion are examples of goals SaaS businesses can set.

And in order to reach these goals, it is essential to understand them first. Research your niche, competition, and target audience in order to determine which objectives your email campaigns should accomplish.


Figure out your email campaign type


When creating an email campaign for a SaaS business, it is important to first determine what type of email campaign will be most effective in reaching your target audience. Here are some of the most common types of email campaigns for SaaS businesses

  • Welcome emails: To introduce your company and products to a new subscriber.
  • Newsletter emails: To keep customers informed about new products and services or upcoming events.
  • Promotional email campaigns: To run special offers and discounts.
  • Cart abandonment emails: To remind customers to complete their purchases.
  • Seasonal marketing campaigns: To create campaigns around holidays or special occasions.
  • Other email marketing campaign types: Such as upsell/cross-sell emails, feedback request emails, and loyalty programs.


Personalize your email subject line and content


Personalizing your email subject line and content helps to capture readers’ attention and address their interests. Since SaaS consumers are tech-savvy individuals they expect you to know what they’re looking for. Hence, include details that will be valuable to them such as discounts, features, or product updates.

Additionally, using their name in the subject line makes it more likely that customers will read it. Crafting an intriguing yet simple subject line based on these personalizations and mentioning the SaaS product in it can help draw people’s attention. Finally, you can provide an incentive such as a special offer or coupon code if someone takes action, like making a purchase or subscribing to a newsletter.


Be conversational


Being conversational helps make the content more engaging and dynamic, encouraging people to read on. It also makes the campaign more relatable and personable, which strengthens relationships with prospects and customers.

Crafting emails that appear as if they’re coming from one person in the company—who has a personal connection with the reader—is usually the most effective and can help to promote conversions.


Create follow-ups


Creating effective follow-ups for SaaS businesses through email campaigns requires a strategic approach. It’s important to craft messages that are tailored to the SaaS market segment and maximize reach in order to ensure high-performing delivery rates. Sending too many or too few emails can also significantly impact the success of an email campaign, so it’s best to experiment with different approaches.

Additionally, utilizing inbound marketing strategies such as A/B testing, personalizing content, and offering call-to-actions can help SaaS businesses create effective follow-ups that will have a lasting impression on readers.


Send emails from a real person


Sending emails from a real person can be an effective way to add a human touch to SaaS email campaigns. Not only will it strengthen the relationship between customers and the business, but studies have found it also increases open rates and boosts conversions.

Using these tactics, ensuring the email looks authentic is essential providing real social handles or contact information, signing off with the sender’s name instead of generic titles, and adding a company logo can all help with authenticity. To reap additional benefits, consider adding a photo or other personal touches that make each message feel unique and personalized.


Send your emails at the right time


With SaaS, understanding when your customers are most likely to convert or engage with certain messages can be made easier by utilizing data and analytics to determine optimal send times. Even something as simple as segregating customer segments and then sending the same message at different times can help maximize engagement rates and ROI of the communications.

The best way to unlock these insights is to experiment — decide upon specific SaaS metrics that you want to optimize, create multiple versions of an email, set different send times for each version, analyze which version performs best, and then apply those insights for future campaigns.


Use technology wisely


SaaS business owners can use technology to create an email campaign that drives higher customer engagement and ROI. By leveraging tools such as automated emails, AI-powered quality assurance services, and analytics platforms, SaaS businesses are able to identify customers’ needs and tailor their messaging accordingly.

Additionally, using data-driven insights along with segmentation strategies can help SaaS business owners maximize the impact of their email campaigns. To ensure that the technology used is making an impact on the SaaS business, tracking marketing metrics such as open and click rates will provide valuable information about the effectiveness of the campaign.


A/B test your emails


A/B testing allows SaaS companies to improve the performance of their emails by identifying what works best for their unique audiences. This process involves creating two versions of the same email; one version remains relatively unchanged, while the other has a single variable changed (for example, subject line, CTA, or design).

Using a platform such as MailChimp, SaaS businesses can compare these two versions side-by-side in order to discover which performs better.


Follow email or spam regulations


SaaS businesses need to be mindful of email and spam regulations when crafting a successful email campaign. Knowing what is best practice will ensure SaaS businesses keep any potential risks to a minimum while also protecting their brand reputation.

Making sure emails are compliant with the Can-SPAM Act, and adhering to any other applicable laws, plus having an opt-out mechanism and monitoring for any unsubscribes, are all important steps to abide by when running an email campaign.


Track the success of your email campaigns


Tracking the success of your SaaS email campaigns is a great way to ensure you’re creating high-performing emails that drive customer engagement and loyalty. There are various metrics that can be used as an indicator of success, such as open rate, click rate, conversion rate, number of unsubscribes, and average order value.


Final Thoughts


Email marketing campaigns offer SaaS entrepreneurs an effective way to reach their target audience and drive conversions with minimal effort required on their part. By taking the time to carefully plan and craft each message in the series as well as setting up automation software properly so that messages are sent out on schedule, marketers can easily launch successful email campaigns that help increase brand awareness and drive conversions for their business.  

Start by focusing on building relationships with customers by keeping your emails personal and relevant. Make sure to utilize data-driven insights, use technology wisely, A/B test emails, follow email and spam regulations, and track the success of each campaign.

For more tips on growing your SaaS business, be sure to visit our blog.


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Ken Moo