You may have heard several people saying email marketing is now obsolete. Do not let these people fool you; these are nothing more than unsubstantiated claims. While different methods will work differently depending on the marketing need on hand, you cannot disregard the email marketing channel.
Email marketing is actually the most significant digital avenue for SaaS firms. It allows for one-to-one engagement throughout the buyer’s journey. Emails support growth across the entire sales funnel, integrating your marketing efforts together, from generating leads to retaining customers.
The software business generally has a 21.29 percent website visibility and a 2.45 percent click-through rate on average. Not having a real and tangible product to persuade clients can make things difficult but don’t be disappointed by the figures. You can enhance engagement and revenues – all you need are effective email marketing tips.
1. Understand Your Subscribers
Email marketing is more than just having a list of emails and sending them endless, standardized, and possibly monotonous messages. You’ll be better equipped to meet your subscribers’ demands if you know who they are beyond their names and emails.
Some of the details that will help you create optimized content for your email are:
- Reasons why they subscribed to your emails
- Age, gender, job title, location, and other demographic details
- The difficulties and challenges they face.
You may be wondering as to how you will get access to this information. The most effective method for discovering who has subscribed to your emails is to send out questionnaires. Keep track of the emails they open and the links they click. Their interests and concerns are shown by the emails they read and respond to.
2. Set Goals for Your Emails
Setting defined goals is critical for making the most of your email marketing strategy. How else will you know whether your approach is working or not?
Your content is a reflection of your objectives. If you want subscribers to join up for a trial, for example, you should offer materials outlining the perks they will enjoy without having to pay any money. If the email aims to turn free-trial users into paying subscribers, outline the advantages of upgrading.
Sending all subscribers a generalized email isn’t a good idea. To transform prospects into customers, send marketing messages specifically to non-paying subscribers, for instance. However, you should provide suggestions to paying clients to assist them in getting the most from your software. You can check out some useful SaaS email templates here. These can prove to be a good starting point to help you get your creative wheels flowing!
3. Don’t Flood the Subscriber’s Email Inbox
If you send a prospect too many messages, they will unsubscribe or flag you as spam. Both are catastrophic for you since they indicate you’ve missed out on the opportunity to communicate with your target. No one enjoys being hassled by salesmen.
Top SaaS companies advise sending a marketing email daily that is followed by a sales email. The trick is to deliver enough marketing information to pique their interest and demonstrate how your product addresses issues while also capitalizing on that interest with a sales pitch.
How many emails you send depends on how far along you are in a particular campaign. If you are just starting out, you can send two emails per day, later reducing to one per day.
Decide the frequency that suits your company and campaign. Appeal to the needs of your audience first, follow this up with a modest sales pitch, and then continue the cycle to improve the effectiveness of the following sales email.
Luckily, there are many email marketing automation tools for startups that come with super useful in-built features. You can use these to automate your emails as well as set their frequency and take advantage of other available features to gain a competitive advantage.
4. Minimize and Optimize the Email Content
To get your argument through, emails should be brief and crisp. They should ideally capture the reader’s curiosity before immediately directing them to your call to action while maintaining your material to a minimum. The longer they have to read, the more likely they will just return to their inbox.
Although the content varies greatly from company to company, it is advised that you stick to a word count of 129 for sales emails and 133 for marketing emails. The most effective emails are roughly 130 words.
The next question that arises is what information should be included in this limited space and how to optimize it. To make the best use of 130 words, ensure your email text emphasizes what’s in it for the subscribers. Unless it helps them, they will not be interested in your offering or upcoming event.
Sending an email like this may increase the number of individuals that enroll:
“We’re presenting a webinar where you’ll learn how to improve the performance of your website, improve its ranks, and boost sales.”
You can also captivate your readers’ attention, enhance interaction, and establish a long-term relationship by including a video in your email. Videos can increase click-through rates by 65% and reduce the number of people who unsubscribe by 26%.
5. Use Branding to Remain Consistent
Consumers connect with multiple personnel like the sales team or support team in your business via email during the SaaS buyer experience. Be extra careful when implementing SaaS branding principles as it impacts how your consumers perceive you.
Do due diligence before choosing a style in your business email. It should be aligned across all segments of your email like content, signature, graphics, etc. to give a clear and consistent message. Most important of all standardize your business’s email signature across all channels. Check the best email signatures examples to understand how you can create a good one for yourself.
In general, a good business signature mainly includes the brand name, phone number, email, and fax number.
While the needs of SaaS email marketing vary from those of other businesses, the basic principles stay the same. Know your consumers, customize your content, and be consistent. While all of these tips are excellent beginning points for developing your email marketing approach, keep in mind that nothing is written in stone.
Almost every component of your email cycle is influenced by factors like the size of your following, the nature of your specialty, and the demographics you seek. The challenge is taking this foundation and testing variants on your own community to see what feels right. With that said, SaaS email marketing automation is for sure an excellent strategy to incorporate into your current business model.
About the Author
Mohammad Abid loves exploring the city, business, books, and the Internet. He works in marketing, more specifically SEO, and has done quite a few things in his short career. He also has an incredible family and prefers running his own website over a social media profile.