Top 8 Strategies for a Successful SaaS Email Marketing Campaign

SaaS email marketing campaigns are an excellent way of attracting new customers and promoting continuous engagement with customers who interact with you via email. However, have you ever stopped thinking about what makes a successful SaaS email marketing campaign?

Well, don’t worry because, in this guide, we’ll show you everything you need to know about using email marketing in SaaS from the second you send a new email to continue attracting customers.

Let’s dive right in!

8 Strategies for your SaaS email marketing campaign

1. Lead nurturing

Lead nurturing allows you to identify two things about people who are signing up for your email list:

  • The type of issues your product or services solve for your audience. Otherwise, nobody will be interested in consuming your content.
  • While they haven’t learned much about your product, they still find value in it.

Nevertheless, with these two assumptions in mind, you know that users want to continue engaging with you, which gives you a chance to build brand loyalty and enter lead nurturing.

Lead nurturing emails are email sequences you send out to your users based on their journey stage. For example, not every email will be the same, one may be different for a user who is undergoing a free trial, and the other will differ if it’s for a regular user.

Nevertheless, your goals for each user you send an email to can also differ. For example, maybe you are someone who uses pre-emails for warming up users before they become your customer, etc. Thus, it’s always important to diversify the emails you send to users.

2. Set up a lead generation strategy

Right from the first day you start setting up your email strategy, you should be concerned about gathering email addresses from your audience through your blog, social media site, website, and more. Even if a visitor doesn’t become a regular user immediately after visiting your site, it is still considered a lead.

Having a list of users is always a good idea since it gives you a chance of being able to convert them later on. You never know what the future holds and what you can expect.

Here are some ideas you can gather for your lead generation strategy based on the type of industry you are operating in:

  • If you are all about B2B business or selling B2B software, you can consider using LinkedIn since it’s a B2B social platform. Alternatively, you can even consider using Google Ads to do so, considering your top-quality work.
  • Set up a webinar and ensure that everyone inputs their emails before entering so you can contact them after the webinar.
  • Other than that, you can also consider creating high-quality blog posts that are SEO optimized, and at the end of the article, add a link that will allow readers to enter their email addresses.
  • Moreover, you can also consider hiring a SaaS marketing agency that can help you with your lead-generation strategy if you don’t have much time to deal with it. A
    After all, it’s better to have experts helping you rather than doing everything on your own.

3. Host referral campaigns

Host referral campaigns

Referral campaigns are an excellent way of growing your business in revenue and have the ideal SaaS email marketing campaign. Nevertheless, if you structure your email sequences well, you can really be successful throughout your customer’s journey.

Referral campaigns allow you to convert new users into loyal ones, reduce churn rates, and engage those unengaged. Nevertheless, it will enable you to reach a higher audience and increase your product awareness.

4. Optimize the onboarding process

Retaining users should be a top priority for you and your business, regardless if they see what kind of value your product or service has to offer from the beginning or not.

The whole goal of the onboarding process is to ensure that you include the “aha moment” as fast as you can and ensure that users realize the value of your product from the moment they use it.

There are many ways to optimize your onboarding process, but one fundamental way is to simplify the learning process. For example, inspire rather than write long and complex guides on how users should use your product. This way, users will find ways to get things done without complexities.

5. Include email automation and scale quickly

Include email automation and scale quickly

An email campaign is a series of emails you can send after someone signs up for an ebook, free guide, demo, or anything else you have to offer. Email automation is creating the email before they are sent out. For example, writing email sequences can separate them during a free trial and whenever users subscribe to your services.

You don’t have to do anything after; the automation process will send out the emails automatically. It’s just important to set the dates when you’ll be going to send each email. However, you can use email automation software to make things easier.

Mailchimp is usually preferred for email automation but can get quite expensive over time. Once you reach 5,000 subscribers, you’ll be paying nearly $100 per month, and it isn’t the best alternative for the money you spend. However, don’t worry because we will list the  best cost-effective Mailchimp alternatives you can use! Here they are:

  • Flodesk: One of the fastest-growing email marketing platforms. With Flodesk, you can personalize your emails using the stunning email templates they offer. Whether you are a beginner or an expert, Flodesk is easy to use for all. Moreover, unlike Mailchimp, it’ll give you the same services for more than half the price!
  • MailerLite: Provides a free plan that is in favor of small businesses. However, large companies must focus on paid plans rather than free ones. The paid plans offer 24/7 support on both email and chat.
  • Campaign Monitor: An email marketing platform with easy-to-use functionality and interface. Similarly, it offers a drag-and-drop interface, making emails simple to use. Subscribers can easily manage their data through the campaign monitor preference center. However, you need to subscribe to the premium plan to do this. However, Campaign monitor will offer 24-hour support only during the weekdays and not during the weekends.

6. Convert free trial users to paid

New customers need your full support, so you can do this by allowing them to get to know your product, by becoming a paying customer and not always one who follows free trials. Once users can see how your product works in the free trial phase, they can decide if it’s worth using it or not.

By sending out emails, you can find out more about the following:

  • User feedback
  • Testimonials
  • Case studies
  • Discounts
  • Addressing any concerns, your users may have with your product or service

7. Aim for company retention

Especially for a SaaS company, customer retention is above everything. Why is it so important? Because it directly relates to the monthly revenue of your email marketing campaigns.

Nevertheless, emails are one of the most effective ways to retain customers. In fact, compared to other retention methods, email marketing is shown to be more than 50% more effective!

Retention emails primarily focus on thoroughly engaging users with your product and services. Some of the most common retention emails include:

  • Newsletters
  • Customer loyalty emails
  • Email sequences for re-engagement and more

Retention emails seek to build an emotional connection between users and let’s not forget that customers who are happy with your product or service are more likely to recommend it. In fact, according to a study, more than 90% of users who hear good words about your product will most likely consider it compared to those who don’t.

8.  Ensure that your email always relates to your reader


Regardless of how good your email might be, if you aren’t connecting to what your users are concerned about or interested in, your email can’t ever be a good one. People always want to find out how your product or service can provide value to them, and when they can’t figure this out, they won’t even consider reading your next email.

Try creating personalized emails and include stories that previous people you know have gone through. For each user persona, you should include case studies, pain points, user reviews, and anything else that can help you grab your users attention.

Wrapping it all up

That’s about it for this article. These are the eight strategies you have to use for carrying out a successful SaaS email campaign. The most important thing to remember when you are setting up an email campaign is to differentiate who you are sending emails to, who to offer your free and paid services to.

Above everything, don’t forget to use email sequences and aim for customer retention. After all, if loyal customers say good words about you, don’t think other customers won’t consider using your services.