Scouring the internet to find the best way to allure leads and convert them into your SaaS customers? Why not consider email marketing tools for SaaS?
Email marketing tools are designed to automate your email marketing campaigns, track, record, analyze, and generate reports, and, more importantly, discover growth opportunities and present you with possible solutions.
This article will explore the best email marketing tools for your SaaS business and teach you some valuable practices and effective strategies for boosting your email marketing campaigns.
Let’s get started with the top 10 email marketing tools for SaaS.
Below are the top 10 email marketing tools out of more than 50 similar applications we’ve experimented with. This array of software performed the best for our email campaigns.
ActiveCampaign is our first choice of marketing software for SaaS. It offers you an excellent platform to grow your SaaS businesses, whether B2B, B2C, or eCommerce.
Get the best marketing features required for SMS marketing, SaaS marketing automation, and CRM system to grow your business while delivering an exceptional customer experience.
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Sendinblue is an all-in-one marketing solution that provides businesses with all the necessary tools to reach out to audiences and convert them into customers.
It is the best digital marketing automation platform on the market today. We recommend Sendinblue to all SMBs for complete marketing and business growth.
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Omnisend is yet another marketing solution that focuses on eCommerce. The company aims to help businesses with the easy-to-use automation feature for SMS marketing and eCommerce marketing.
Omnisend is compatible with almost all eCommerce platforms, and, more importantly, it integrates loyalty review and helpdesk platforms for triggering marketing campaigns based on customer behavior.
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ClickFunnels is a complete platform that offers you everything you need to build your website, blog, or online store.
You have a built-in CRM, email marketing, real-time analytics, fulfillment, shipping, and split testing all under a single umbrella. You can get the best out of your marketing efforts with ClickFunnels.
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Klaviyo is arguably the most simple and effective eCommerce marketing platform, with the ability to integrate with most eCommerce software. eCommerce business owners can opt for Klaviyo to carry out their email marketing.
Template quality, predictive forecasting, benchmarks, and eCommerce focus all lean toward greater growth marketing on limited investment.
Note: The pricing structure with Klaviyo depends on the number of contacts and monthly SMS/MMS credits. The pricing above is the minimum pricing with basic requirements.
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Benchmark is one of the top email marketing, creation, and monitoring tools in today’s market. It might be the least-known marketing tool on the list — however, you wouldn’t know its capabilities until you use it.
Benchmark features alluring landing page creation tools, AI-powered marketing automation, dedicated IP protection, and more to achieve maximum deliverability rates.
HubSpot is one of the top marketing software tools we recommend to B2B service companies. It is a complete marketing automation tool that offers you a dedicated CRM, landing page-building tools, Omnichannel marketing automation, Behavioral trigger, and custom reporting.
Despite the best automation features, it can be quite expensive as your business needs grow with time.
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MailerLite is arguably the cheapest platform when it comes to email marketing tools. Not to mention its adequate marketing features required to create effective marketing funnels and generate massive ROIs. We recommend MailerLite to beginners and small and personal projects.
Constant Contact is the best content marketing tool for starters since it has a simple yet elegant drag-and-drop email builder feature, allowing you to build quick emails and landing pages. It also has behavioral triggers to automate email marketing campaigns and drip sequences.
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MailChimp is one of the popular email marketing and automation tools that can help you with personalized recommendations based on AI-assisted data analysis of millions of emails.
It helps you incorporate content automation, customer target and segmentation, and multiple third-party software integrations for smooth and effective email marketing campaigns.
The email marketing tools listed above offer you almost everything you need to accomplish your email marketing goals as a business owner or marketer.
However, you should consider some important best practices that will help you create a successful SaaS email marketing strategy.
Let us sum up the best email marketing practices for SaaS in these 5 points:
Always start your email marketing campaigns by creating a customer journey map. You should know your customers’ behaviors during and after a certain customer journey stage.
Various aforementioned marketing tools allow you to create custom customer journey maps, including various indicators for tracking, like lead generation, campaign monitoring, comparison tables, and more.
You should prepare questionnaires that complement the customer journey stages, such as “who is the company representative the lead is talking to?” or “What sort of content is the hot lead accessing?”
Prepare a dynamic journey chart and track your customer journey whilst entering the corresponding data in the chart as well. For example. New lead >> Customer >> 1-year Customer.
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Conversions don’t necessarily mean progress: they sometimes indicate regression in your customer journey. For example, a targeted audience leads to a possible customer, then to a new customer, and, gradually, to a loyal customer.
All these stages should be a part of your customer journey. It also should register whenever a prospect recedes in their journey. For example, an existing customer stops purchasing from you. You will have clear indicators of why certain things are happening.
You can devise plans and customized marketing campaigns to match occasions like retaining such customers by prioritizing conversions.
Once you figure out which stage of the customer journey requires greater attention, you can start to build nurturing emails to address the situation on minute levels. Be precise and create effective emails to allure your targeted audience.
For lead nurturing, you can add links to your “Contact Us” page or business phone numbers, making it easier for the leads to reach you. You can even add a link to your Demo page.
Basically, you are marketing to capture or recapture your audience’s attention at any cost.
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Your main goal is to convert all your audiences to your customers and generate revenue from the intended product and services. It can be achieved by incorporating automation at a certain customer journey stage.
This might require you to move your subscribers or leads to the next automation flow for further analysis and nurturing.
Audience segmentation is as crucial as any other step in the customer journey. It helps you segregate your audiences into several groups based on different factors. Once you successfully separate audiences into groups, you can craft tailored and more specific messages or emails to send them.
Different groups get different emails, so you narrow your audiences and work on them separately for better conversation rates and easy target analysis.
For instance, you can send welcome emails to only those who have signed up and not to those who already are you possible-customers. Deliver tailored emails to a defined audience or customer segment for a top-notch customer experience.
Now, let’s look at helpful email marketing strategies that help promote your SaaS business.
You can only imagine success for your business if you do not set clear goals. Unless you have any goals, how will you know whether your approach is working?
To take your business one step forward, you must understand what you want to get. The goal can be a combination of retaining customers, increasing leads, enticing users to sign up for free trials, turning free trial users into paying customers, and gathering customer testimonials.
Further, you must focus on the audience, email content, and CTA to get your SaaS email marketing campaigns. Let’s discuss each of them in brief.
Everyone is not meant to receive every email you send. So, you must know who deserves your email.
Understanding your target audience is the first step in creating a successful SaaS marketing campaign. When you know your target audience, you can create engaging and relevant content that your audience will find interesting.
When it comes to email marketing, it’s all about attracting and building relationships with your target audience. To better understand your intended audience, you can launch surveys and ask about their interest and what makes them decide to purchase from you.
Further, when you know your audience, you can send particular email messages only to them rather than all of them on your contact list. For instance, you can run an email marketing campaign to increase traffic and also potential leads. By providing tutorials, those who already employ your services can benefit most from the tools.
Tracking the right metrics or key performance indicators is crucial to any email marketing campaign. Key performance indicators contain the metrics you can use to determine if your actions bring the desired outcome. If you want to reduce the customer turnover rate, you must concentrate on the retention rate.
By measuring the right email marketing metrics, you can optimize your campaigns. Using these tactics, you can determine which ones work and which ones don’t.
Once you know your target audience, you can customize the contents of your email. The message should convey the messages in a line depending on your goal. For instance, if you want to increase subscribers to sign up for a free trial, you should emphasize the benefit they will get at free of cost.
Further, to convert the free trial users into paid ones, you must provide them with a solid reason that compels them to upgrade to the premium version. You must keep your audience engaged.
CTA buttons should direct your audience to take the desired action based on your objective. That means your CTA depends on your goal. For instance, your CTA can be “ Get Free Trial” to offer a free trial to potential customers.
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When you know more than the email address and names of your subscribers, you can deliver services that meet their expectations. You can focus on the reasons why people subscribe to your email, their basic demographics, and ways to solve their pain points.
You should therefore focus on the following factors to better understand your subscribers.
Track down how the subscriber got onto your mailing list. For example, it can be from a blog post or a free offer. Identify the real reason. It will help you to get a clear insight into the subscriber’s pain point they were looking to solve when they subscribed.
You can identify your subscribers’ problems and interests by tracking the email content that they enjoy. Such emails are frequently opened and engaged with. For a deeper understanding, check out the links they click!
To understand your audience better, you can launch surveys or feedback requests for your customers. Though social media data helps you know what type of content your audiences are interested in, surveys and feedback requests are the most effective.
The response you get will aid you in understanding their need and scaling your SaaS business.
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By allowing your subscribers to choose the type of content they want, there is a minimal chance that your emails will end up in spam folders. It is because your subscribers are receiving the mail of their interest.
Your email engagement rate will increase when you permit your subscribers to choose their content type. Further, you have a better understanding of your paint points. It is yet another way of taking your personalization to the next level.
Knowing who your target audience isn’t enough. In addition, you must understand the customer journey. This means understanding the different stages they go through before making a purchase.
The buyer journey involves interactions with various people (tech, sales, support team, and so on) at your SaaS company. Thus, SaaS branding best practices are necessary to boost the credibility and authority of brands. SaaS branding, in this case, refers to maintaining consistency in tone.
If you decide to go the traditional route, ensure that your entire staff uses the same tone when speaking with SaaS subscribers. This means that the voice of your email will remain consistent no matter who sends it. Additionally, maintain a constant email signature throughout your interactions with customers.
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To increase the open rate of your email, sending customized emails can be effective. The study shows that tailored emails are 26% more likely to open than those without. Personalized emails are more effective than non-personalized ones. So, send customized messages to your users.
When you customize your email, you use the personal information of the person you are mailing. You can collect the data from different sources, including surveys, social media, and feedback forms. Once you get the data, customize the emails to the target audience and send them.
Further, you can employ this strategy by segmenting the email list per the marketing funnel stage. The stages are consideration, awareness, retention, and purchase.
You can use behavior-driven campaigns to customize your mail. You can send infographics if you want your recipients to digest your mail.
Make SaaS email marketing campaigns more effective using autoresponders. You can automate your emails using different methods such as Drip Email Campaigns, Email Scheduling, and Triggered Automations.
In email automation, scheduling emails ahead of time is a basic step. Once you set them in advance, it only requires customers to take action, and they will receive the related mail instantly. Furthermore, it saves you energy and time since there is no need to send each email manually.
One of the popular email scheduling software for SaaS companies is Autopilot. Furthermore, they offer a knowledge base, a support desk, and other features.
You can communicate continuously with your subscribers with drip email campaigns. Your subscribers receive multiple automated emails from them. From awareness to decision, the content of these emails gradually advances.
The use of drip email campaigns can help you achieve various goals, such as lead generation and converting them into sales.
Several drip email campaign tools are available, including Mailchimp, Drip, and ConvertKit. Using them, you can generate leads for your software product. Some applications offer a 14 to a 30-day free trial.
Automating your emails with triggered automation can increase their relevance and timeliness. Thus, it will result in a higher open and click-through rate.
Using them, you can send out emails to leads when they perform a specific action, such as downloading your eBook or visiting your website more than once.
You can, for instance, set up an automation that sends a welcome email when someone subscribes. After a SaaS customer purchases your service, send a follow-up automated mail embracing a “thank you” message and briefly introduce your company. Zapier and IFTTT are two triggered automation tools.
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You can offer customers incentives to encourage your customers and boost your SaaS marketing campaigns. But to offer the incentives, you must have detailed information about your users. When you get full information about your customers, including their sign-up date, anniversaries, or other special days, you can surprise them.
For example, you can wish them on their birthday and give customers rewards for referring your SaaS products.
It is not surprising that most users open their mail through mobile devices. In fact, the recent report of HubSpot shows that 46% of all emails are open on mobile.
Therefore, you should make sure that your SaaS marketing emails are mobile-friendly. In other words, you should design your format to fit different mobile screens. Moreover, the drag-and-drop email builder should have various pre-made templates for mobile devices.
Here are some tips for making smartphone SaaS marketing campaign emails:
Social media came as a boon to many SaaS companies. Though people on social networking sites are there to hang out, you can effectively boost your SaaS email marketing there.
For that, you can connect with them and foster customer interaction. It will help you to strengthen the customer-product relationship. This will lead your audience to subscribe to your email list.
Engage with your audience and discuss your SaaS product either in the comment box, story, live chat, or direct post. Make them feel that their opinions matter and are integral to your brand.
You can use social media tools like Facebook, Instagram, TikTok, Twitter, etc. to promote your webinars and organize competitive events to engage your social media audience. Further, to boost your SaaS email campaigns using social media, you can insert links to your website landing pages on your social media profile. In addition to them, focus on given key points.
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Many SaaS companies need help to engage their users with their products over time. Initially, new customers used the product quite a bit. They also trust your SaaS product by joining your email list. However, their interest wears off, and they spend less time using the software, leading to non-renewal or cancellation.
So, don’t give up easily on your inactive subscribers. Instead, re-engage with your inactive subscribers. They may not need your product at this time, but they were interested in it once. That’s why you should put some effort into bringing them back. Try to rebuild relationships with your inactive subscribers.
You can offer rewards or provide some solid reason for a comeback. For example, inform your inactive customers through email that you have upgraded your services in this new year.
Additionally, you can re-engage your inactive subscribers by
Your subscribers mainly gave you their email addresses to benefit from your SaaS company. Therefore, ensure that your content is beneficial to them. Avoid overly promotional language when sending SaaS sales emails, even if your primary goal is to increase sales.
You can enhance your email marketing campaign’s effectiveness by combining informational and promotional content. But ensure the balance between educational and promotional content in each mail.
Even better if an educational message dominates. When crafting your email, consider the reader!
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Using A/B testing to improve your email marketing campaigns is another way to improve effectiveness. In the A/B email testing process, you can test two different email versions and see which one performs well.
A/B testing is the best way to create an irresistible email for your SaaS subscribers. By using this process, you can test different aspects of your email, such as
Your emails can be crafted in two versions and sent to different segments of your email list. Monitor these emails’ open and click-through rates throughout the testing phase and then act depending on it.
You can use powerful words either in the subject or main body of your mail. However, they mainly perform well in the subject line. The use of powerful words will help you to increase your email performance.
Some examples of power words are How to, Invitation, Update, Offer, Free, etc.
Additionally, you can use videos to make your audience understand the hard topics easily. Videos will grab your subscriber’s attention and make them engaged. It is believed that videos will help to increase the open rate, eliminate the unsubscribe rates, and increase the click-through rate.
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It’s tempting to send out an email to your audience about a new blog publication or feature launch. But, to increase the engagement rate, it is best to wait for the right time.
To know the ideal email sending time, you can see the past engagement details of subscribers. Afterward, use analytics and find days and times with high open and CTR. Doing so will ensure that the mail reaches the intended recipients.
Additionally, you should consider the frequency of sending emails. The more you send, the more likely you are to irritate your audience, and the less you send, the more likely they are to forget you.
We all know that sending more than one mail daily is ineffective. Instead, it can frustrate your subscribers and annoy them. So, send single mail per day.
The customer’s positive review can be used to market your SaaS brand effectively. You can convince new customers to try your SaaS product for free if you share your customers’ feedback. If all goes well, they may also consider paid plans.
People tend to trust a person. And when they find someone already using the product and appreciating it, they might want to try it. That’s why you should share the great experiences of your happy customers.
Utilize testimonials in SaaS email marketing. Brands build authority, gather ratings, and promote bestsellers using this marketing strategy.
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