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Email marketing remains one of the most effective ways to reach and engage your target audience. 


It also happens to be one of the most affordable and scalable marketing channels. 


Best of all, it’s not something that goes away; people continue to get and read email every day. 


If you have a SaaS product or another type of service business, email marketing can be an incredibly effective way to drive sales, leads, and users. 


The industry is saturated with marketing clutter, but email still drives the highest ROI out of all B2B marketing strategies. On average, businesses can earn $44 for every dollar spent on email marketing.


Read on to learn how you can leverage the power of email for your SaaS company.


Email marketing for SaaS


Why email is still effective

While other channels, like social media and paid advertising, have grown in importance, email marketing remains a powerful way to build and engage an audience. 


A big part of this is its scale: as mentioned above, email is something that people continue to use every single day. It’s not a channel that people will simply grow tired of using, or switch off. 


Beyond that, it’s also relatively easy to track the effectiveness of email marketing campaigns compared to other marketing channels. 


This makes it easier to determine what’s working and what’s not, and to make adjustments as needed.


Define your email marketing goals

Before you start writing a single email, it’s important to understand what your email marketing goals are. 

  • What do you want your email campaigns to accomplish? 
  • What is the goal of your email marketing? 

Beyond getting people to sign up for your mailing list, there are a few core goals that most companies use email marketing for. These include driving sales, leads, and traffic to your website, as well as driving engagement with your brand. 


For example, you might want to use your emails to encourage current customers to buy more, or to recommend new products or services to your customer base. 


You could also use email to get new leads and find new customers by promoting your services to people who don’t currently use your product.


Check how To Structure Your Sales Funnel for SaaS Marketing Success: 


Email marketing automation for SaaS Product

Email marketing automation is a series of triggers along the customer journey that will spontaneously send the customer a personalized email. Each email is curated specifically for each touchpoint, organically moving the customer along in the sales funnel.


According to SmarterHQ survey, automated email messages generate a 70.5% higher open rate and a 152% higher click-through rate than standard marketing messages.


Email marketing for SaaS


How to get people to sign up for your newsletter?

One of the main goals of any email marketing campaign is getting more people to sign up for your email newsletter.


This is the best way to ensure that your target audience continues to receive your emails. 


Most email marketing services give you the option of including a call-to-action (CTA) button either on your homepage or within your email campaigns.


This CTA can encourage your readers to sign up for your mailing list, which is the primary way to grow your email list.


Depending on your email marketing service, there are several different types of CTAs that you can use. A button asking readers to “Sign up for our mailing list” is a relatively standard CTA. Alternatively, you can also include a link that says “Join our mailing list”.


What kind of emails should you send?

The types of emails you send to your mailing list depend on a number of factors, including your business goals and your customers’ pain points. 


However, it’s important to note that you should only send emails to your mailing list that are relevant and valuable to your subscribers. 


After all, your subscribers signed up to hear from you because they feel that you have something to offer them. 


If you only send emails that are valuable, your subscribers will continue to stay engaged with your content. 


If your emails aren’t valuable, they’re less likely to stay subscribed to your mailing list.


There are a number of different types of emails you can send to your mailing list, depending on your business goals. 

  • If you’re trying to promote a new product or service, you can send a “Launching a new product” email to inform your subscribers about the launch and encourage them to buy. 
  • If you want to thank your subscribers for their business, you can send a “Thank You” email to express your gratitude for their support.
  • You can also send “Top 10” emails to your subscribers to share insights or tips on a relevant topic, or send “How to” emails that walk your subscribers through a specific task or process.


Wrapping up

Email is the most scalable marketing channel around, which means that it’s incredibly valuable to your business. 


If you want to build and grow your SaaS business, you need to harness the power of email marketing. To get the most out of email marketing, you need to understand your customer base and their pain points.


You also need to know why you are emailing your subscribers in the first place.


Once you understand these things, it’s much easier to develop an effective email marketing campaign for your SaaS product.

Krystian Żygało

8+ years of experience in team management, including 4+ years as CEO at 0101marketing: Digital Marketing Agency. 34+ companies from the IT & Software industry used my help in creating an offer and received a return on investment. I specialize in managing marketing projects for IT & Software companies.