Email marketing is one of the most powerful marketing tools that can offer a wide range of benefits to just about any type of business. With email marketing, you can create deeper relationships with a larger audience for a fraction of the cost of traditional media.
When it comes to the SaaS (software as a service) industry, businesses face a unique set of struggles because there is no tangible, physical product to sell to the customers. It is estimated that the SaaS market will be worth approximately 123 billion U.S. dollars in 2021, according to the data published by Statista. If you want to boost your sales and capture more share in this market, all you need to do is invest a little time and effort into learning the marketing strategies. As discussed earlier, email marketing is one such effective tool to increase Saas product sales and it can be extremely beneficial if utilized properly.
Here are 6 ways you can create effective email marketing strategies:
1. Know Your Marketing Persona
You need to better understand your customers. Knowing that they are interested in your SaaS is not enough anymore. Learn about the needs they may have at a given moment in time and how to engage those needs. Identify your marketing persona and stick with it when creating the design and tone of every email that you send. It will help you in getting instantly recognized by your target customers.
2. Design a Customer Journey
An email marketing campaign can be successful if you know where each email subscriber is in their customer journey. You can customize your content accordingly. You can create templates for:
- Welcome emails
- Emails for account activation
- Reminders for abandoned cart
- “Thank you” emails after purchases
- Emails with discount coupons to
- Account activation emails encourage customers to renew or upgrade
If you send trigger emails based on the customer’s journey, you can ensure that the content will always be relevant to them.
3. Set Clear Goals
You should have clear and well-defined goals so that you can make the right efforts to reach them. These goals should not be restricted to increasing the open rate, conversion rate, and bottom line. You can also include targets such as promoting a new feature offered by your business, sending alerts to subscribers about an upcoming sale or event, or sending personalized discounts to some loyal customers. It will help you create your email content with more defined and relevant points.
4. Develop A Brand Language
Create a consistent tone of voice for your brand. It will help your SaaS email marketing to set you apart from your competition. Additionally, your customers will become more familiar and think of your brand when they are ready to make a purchase.
5. Segment Those Leads
Segmentation can provide you with economies of scale, allowing you to best apply your marketing and R&D resources, according to an article by Forbes. If you send emails only to those who are likely to be interested, you will also reduce the risk of your emails being relegated to spam.
6. Use Marketing Automation
Once you have prepared a mailing list segmented into different groups of customers, you can utilize marketing automation software to send emails based on onsite triggers and your customers’ behavior to encourage them to complete the purchase. Remember to carry out a series of A/B testing to know which strategy works the best for you.
SaaS email marketing is indeed a bit different from other industries. However, if you know your customers, personalize your content, and remain consistent, you can always maximize your sales and profits.
