SaaS Email Marketing Guide with Examples, 12 Tips, and 4 Tools

Email marketing has endless benefits for SaaS companies. It’s especially helpful in building relationships with leads and customers. 

As a powerful tool for customer acquisition, SaaS businesses use email campaigns to attract new users. With messages tailored to their audience’s needs and pain points, SaaS companies showcase their value proposition and encourage conversions.

Email marketing also helps nurture existing customers and encourages retention. 

With personalized SaaS email marketing campaigns, brands provide ongoing value to their customers with helpful tips, product updates, and exclusive offers. This keeps customers engaged and strengthens their loyalty to the brand.

If you’re ready to use SaaS email marketing to encourage more sales and brand loyalty, you’ve come to the right spot. In this guide, you’ll learn about SaaS email marketing and 12 tips for creating an effective email strategy. You’ll also discover four top email marketing tools for SaaS brands.

What is SaaS Email Marketing? 

SaaS email marketing means sending targeted email campaigns to engage leads and customers interested in software-as-a-service (SaaS) products. 

It involves creating targeted and personalized email content to nurture leads, onboard new users, and keep existing customers. With email marketing, SaaS businesses can build strong relationships with their audience, improve customer satisfaction, and encourage long-term growth. 80% of marketers say marketing automation software is important to improve lead nurturing performance. (EmailVendorSelection)

For SaaS businesses, email marketing helps support leads at each stage of the customer journey. From sending welcome sequences to new users to launching referral campaigns and product updates. At its core, SaaS email marketing campaigns keep users informed and engaged. 

12 Tips to Make Your SaaS Email Marketing Strategy More Effective 

SaaS email marketing helps you send targeted messages, personalize communication, and automate processes. With the right practices, you can create campaigns that bring in passive income and nurture cold audiences. 

Here are 12 tips, along with SaaS email marketing examples, to make your email marketing strategy more effective:

1. Automate emails based on activity

Send your audience automated emails based on their activity so they receive helpful and relevant messages. Set up triggers for actions like signing up for a free trial, downloading a resource, or inactivity. 

For instance, when a user signs up for a free trial, send an automated welcome sequence to guide them through the initial steps. Highlight key features and provide helpful resources like video tutorials. Track email marketing metrics like open rates and click-throughs to identify which emails perform best.

When users go inactive, send a targeted email inviting them to try a new or unique feature. You can also send them a survey to learn why they haven’t used your tool or a coupon to “win them back.”

2. Launch referral campaigns

Encourage current users to refer friends and colleagues to expand your reach and grow your customer base.

A successful referral campaign needs attractive incentives for both the referrer and the referred. For instance, Dropbox’s referral program offered extra storage space to both to increase user acquisition. 

Here are some other incentive ideas:

• Offer bonuses for both, such as free ebooks, webinar invitations, and other resources 
• Offer to upgrade the referrer’s plan for free and give the referred a month free
• Give both parties unlimited access to features for a time
• Offer a month of free service for both parties

3. Optimize onboarding and welcome sequences

Create onboarding and welcome sequences to support the first milestone in the customer journey. This is especially important for free trial users so you can build a strong first impression.

For instance, send an email series that guides new users through key features. Offer tips and best practices, and provide support resources. This helps users get up to speed quickly and sets the stage for a positive long-term relationship. 

The entire customer journey matters. 

4. Keep the reader and user in mind

Always focus on your reader and user when crafting emails. Use customer data and success stories to make your emails more relatable and valuable. 

For example, share a case study that shows how new customers solved a problem using your product to inspire and engage your audience.

Sending helpful guides and tutorials is also beneficial. Consider your readers’ current awareness level and tailor your content to meet their needs. 

For example, as your platform grows, you may integrate additional applications to enhance functionality, such as:

• Ticketing systems
• Single sign-on (SSO)
• Chat features

Understanding these advanced integrations, like how SSO works, becomes important for your users to make the most of your platform. 

For instance, single sign-on (SSO) lets users access all their applications with one set of credentials, simplifying the login process. This improves security and data consistency and allows users to spend less time logging in and more time using your platform. 

Some users might not immediately see the benefits. So, send them a simple guide on how SSO works and why it’s valuable. Avoid technical jargon and break the information down into digestible tidbits. 

5. Send product updates 

Stay connected with your customers and keep them informed about your latest updates, products, and features. Regular updates help maintain their interest and enthusiasm.

For example, Wordvice AI, an online proofreader, paraphraser, and translator, keeps users informed and subtly promotes its premium subscription, showcasing the added benefits and value it brings. Keeping customers engaged while driving subscriptions and loyalty is a win-win.

6. Segment your email list

Send more personalized and relevant messages by segmenting your list. 

Divide your audience into smaller groups based on their behavior, interests, or pain points.

For example, you can create segments for users who’ve recently signed up, those who’ve made a purchase, and those who haven’t engaged in a while. You can also segment by user types, such as marketing users, project management users, and design users.

Send targeted messages to each segment that resonate with their specific situations. Using a composable CDP, you can access data directly from your data warehouse to power audience management and journey orchestration. 

7. A/B test your emails

Test different email elements, such as subject lines, content, images, and call-to-action (CTA) buttons, to identify what works best

For instance, you might test 2 subject lines to see which one has a higher open rate. Or, try different email layouts to see which generates more clicks. 

Some email marketing tools offer automated A/B testing features. You can set up tests, and the tool will automatically send the best-performing email to the right segment. This saves you time and helps you deliver the best-performing options. 

8. Use clear and captivating CTAs

Include relevant CTAs to guide your readers to what to do next. Make sure your CTAs are clear, compelling, and easy to find.

For example, instead of a generic “Click here” button, use a more specific and action-oriented phrase like “Start your free trial” or “Download the guide.” 

9. Clean your email list often

Maintain high deliverability and engagement rates by regularly removing inactive subscribers and invalid email addresses.

For example, set up automated workflows to identify and remove subscribers who haven’t engaged with your emails in the past six months. This improves your email deliverability and helps you communicate with an engaged audience. 

10. Leverage customer feedback

Encourage subscribers to share their thoughts and experiences. Use their feedback to make your emails more relevant and engaging.

For instance, send out surveys or ask for feedback at the end of your emails. 

Use the insights you gather to tailor your content and improve your email campaigns. Incorporating customer feedback shows that you value their opinions. It also helps you create a more customer-centric email marketing strategy.

11. Integrate social proof

Include social proof, like testimonials, reviews, and case studies, to build trust with your audience and encourage conversions.

For example, include a customer testimonial in your onboarding emails to show new users how others have benefited from your product. Or share a case study in your product update emails to highlight the success of a particular feature.

Never underestimate the power of customer success stories. 

12. Optimize for mobile devices

Make sure your emails are mobile-friendly. Optimizing your mobile emails improves the user experience and increases engagement.

For example, use a responsive email design that adapts to different screen sizes. 

Keep your email content concise and use larger fonts and buttons to make it easier to read and interact with on smaller screens.

4 Best Email Marketing Software for SaaS Businesses 

Email marketing software can make or break your campaigns. For a SaaS company, it’s important to have tools that analyze data, segment audiences, and automate workflows. 

Here’s a guide to the best email marketing software for SaaS businesses.

1. ActiveCampaign – Best for advanced automation

ActiveCampaign stands out for its powerful automation features. It has an intuitive interface and advanced segmentation options for highly personalized campaigns. 

Features and differences

Create complex workflows with triggers, actions, and conditions to target specific audience segments. ActiveCampaign also has a CRM, so your email marketing and customer relationship management are in one spot. 

Few email marketing tools offer as many email personalization options as ActiveCampaign.

TL;DR: If you want to ultra-tailor your customer group emails by specific needs or micro-triggers, try ActiveCampaign.

ActiveCampaign offers a 14-day free trial so you can test its features before committing. The starting price is $15 per month. For unlimited automation actions, try the Plus plan at $49 per month.

Or read more about ActiveCampaign

2. Brevo – Best for cost-effective marketing and SMS

Brevo is a great choice for SaaS businesses looking for a cost-effective email marketing tool. It’s easy to use and has standard email marketing features at a competitive price. It also has SMS features.

Features and differences

Brevo has a straightforward interface, making it easy to create and send email campaigns. It includes automation tools, but they aren’t as advanced as ActiveCampaign’s. 

Brevo specializes in transactional emails and SMS marketing (including WhatsApp campaigns). Customer support is also available via live chat, email, and phone.

TL;DR: If you need a simple and affordable tool for email marketing, transactional emails and SMS marketing, try Brevo.

Brevo has a free plan with 300 emails per day, perfect for SaaS startups or small businesses. The Business plan starts at $18 per month with 5,000 emails a month — plus more advanced features, like A/B testing and automation.

3. MailerLite – Best for simplicity and usability 

MailerLite is simple and easy to use. It’s ideal for SaaS businesses that need an intuitive email marketing tool they can use immediately. You can also create forms and landing pages.

Features and differences

MailerLite’s drag-and-drop editor helps users create captivating email campaigns without code. The platform offers basic automation features, A/B testing, and comprehensive reporting. The editor also includes an AI writing assistant if you need help generating headlines and product descriptions.

It also integrates with e-commerce platforms and has pre-made templates, forms for new subscribers, and landing pages.

TL;DR: If you need an intuitive tool for email marketing, new subscriber forms, and landing pages, try MailerLite.

MailerLite offers a free plan for up to 1,000 subscribers, making it a great option for small businesses. Paid plans start at $9 per month with access to more advanced features and higher subscriber limits.

Or find out more about MailerLite

4. Moosend – Best for detailed analytics

Moosend is an email marketing tool with detailed reporting features. Its analytics feature helps SaaS teams make data-driven decisions and refine their email marketing strategies.

Features and differences

Moosend offers a user-friendly interface with automation workflows called “recipes.” Its standout feature is its comprehensive analytics dashboard that provides deep insights into campaign performance. Moosend also has templates and a drag-and-drop editor for easy email creation. Reviewers on G2 also rave about the tool’s customer support team.

TL;DR: If you need an email marketing tool with advanced reporting and a drag-and-drop editor, try Moosend.

Moosend offers a free 30-day trial, during which you can test all of its core features. The Pro plan starts at $9 per month, making it affordable for businesses that need advanced analytics.

Or read our Moosend review

Concluding SaaS Email Marketing

SaaS email marketing can help you nurture prospects and build meaningful customer relationships. By sending targeted messages and optimizing sequences, you can create personalized experiences and nudge leads to conversion.

Don’t forget to use the best email tools, like ActiveCampaign, Brevo, MailerLite, and Moosend, to manage and analyze your efforts. Sign up for free trials and set up mock campaigns to test each tool’s features.

Remember to track your marketing results and refine your email campaigns as you learn what resonates. 

Frequently Asked Questions (FAQ)