It is no secret that email marketing is one of the most effective ways to reach your target audience and grow your customer base. In addition, email is an effective way to retain your existing customer base and develop an ongoing relationship. However, with so many options available it can be challenging to know which are the best practices for email marketing for your SaaS product. Your target audience likely has an inbox flooded with spam, advertisements, and promotions from marketers trying to sell them something.

It’s essential that you stand out if you want people to take notice of your emails. Even though the world of email marketing has changed drastically over the last few years, the principles remain the same. If you want to see results from your email marketing efforts as a SaaS business, read on for some great tips on how you can get started today.

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Timing Is Everything

The first rule of email marketing is that timing matters. If you send emails too frequently, you run the risk of annoying your subscribers. If you don’t send emails frequently enough, you lose opportunities to engage with your audience and inspire action. To determine the best timing for your emails, you need to consider your customer’s journey. What are their pain points? What are their challenges in adopting your product? When are they most receptive to your input? With that in mind, you can then choose when to send emails based on those milestones in your customer’s journey.

Best Days To Send Emails

For example, if you are sending an email series about best practices for using your product, the first email can go out when the user signs up for your service. The second email can wait a week or two and be sent when the customer starts using the product. The third email can be sent a month or so later, once the customer has become more familiar with your product, and the fourth can be sent about three months after the first email when the customer has been actively using the product for some time. In the next section, we share some examples of those types of emails.

Best Times To Send Emails

Learn more about the best time to send marketing emails.

Send The Right Content to the Right People

Another critical aspect of email marketing is to send the right content to the right people (at the right time). What do we mean by that? As mentioned earlier, the words in your subject line are critical to the success of your strategy. If your subject lines are boring or uninspiring, you’ll likely see a low conversion rate. Conversely, if you write subject lines that are highly engaging and relevant to your readers, you can expect to see a much higher open rate.

When it comes to the content of your emails, there are a few different approaches you can take. You can send informative emails that share tips and best practices. You can send promotional emails that highlight new features or products you offer. You can even send sales emails that prompt customers to buy something right away before a sale ends. Always try o personalize the emails using macros and if it’s a follow-up email then make sure you’re using the top tips to get a response.

Below you will find additional subject lines to test.

The Top 4 Emails You Should be Sending for your SaaS

• Welcome Email – This is an email that includes a personal note from your company showing the pain point your brand is solving, and a clear CTA for the user. Sometimes these emails even come directly from the founder/CEO to give it a personal touch.
• Educational Email – This is an email that will provide a demo video, gif, etc. that guides the customer through the most important features with a clear CTA. Assume that most customers need an ELI5 to start using the product.
• Incentive Email – This is an email that can include a unique one-time discount, or incentive to join now. Make sure there is an end date in big bold letters to create urgency on the promo and once against, a clear CTA to capitalize on it.
• Social Proof Email – The most important email is showcasing how other companies have used your service to achieve positive results. People will FOMO especially if you’re showcasing a competitor!

By executing these 4 emails your conversion rates should jump significantly!

Test, test, test

No matter what type of email marketing strategy you decide to pursue, it’s important to test, test, and test again. What times are your subscribers opening their emails? What days do they open their emails more than others? Do they read emails more on their phones or computers? One of the best ways to determine what works and what doesn’t is to use COSLR’s A/B testing for your emails.

With A/B testing, you create two different email messages and then send them to a portion of your subscriber list. You then monitor which emails get more opens and clicks so that you can see which one works better. With this information, you can then decide which email strategy to use for the rest of your subscribers.

19 Email Subject Lines to Try

• “Let’s talk about [topic/idea]!”
• “A [better/smarter/faster] way to [reach a specific goal]”
• “Can I help you with [reach a specific goal]?”
• “Hey [first_name], check this out”
• “[First_Name], looking forward to seeing you at [event]!”
• “Are you prepared for [specific challenge]?”
• “[First_Name], I need your advice/help”
• “Have you been to [event/business/local restaurant]?”
• “Goodbye, [First_Name]”
• “You missed it” or “Don’t Miss It”
• “Resources to help with [challenge/specific goal]”
• “Are you free to talk at [specific date]?”
• “[First_Name] said we should connect”
• “Have you solved your [problem/challenge] yet?”
• “You’ll love this article, [first_name]!”
• “Hey” (yes, simple and to the point)
• “[target_company] <> your company name – partnership”
• “Request to connect”
• “[first_name], is this your department?”

Here are some additional cold email tips and suggestions

Don’t Forget About Email Marketing Creative

Even though the words in your emails are important, so is the imagery and creativity behind those words. This is the first impression your customers get from your company, so you want to make sure that it is a good one. With that in mind, you might consider investing in custom email marketing creative such as email designs and/or email images.

You can also use tools like Canva to design custom images for each of your emails. With Canva, you can create images to enhance your email marketing campaigns with logos, graphs, charts, and other visual content. Images are proven to increase engagement which can lead to more clicks, more opens, and more conversions.

Protip: Make sure you’re using “customization” macros in your email body and subject line to give the reader a personalized email marketing sequence. With COSLR, You can use {{first_name}} and {{company_name}} in the body so the user feels like the email is directed towards them. In addition, use a service that allows for customized images. These are effective as secondary follow-up emails.

To the left, you can see an example that we have used with the {{company_name}} and {{first_name}} macros. If the recipient is “Bob” and they work at “ACME Inc.” then the image text would read: “When the team at ACME Inc. Asks Bob why they close so many deals”

The email macros can be customized to any variable in your CSV contact sheet. Simply add the relevant column identifier (first name, last name, company, location, phone number, etc.) and then add the corresponding macro with that identifier.

Bottom line

Email marketing is a critical aspect of any SaaS company’s growth and retention strategy. When done right, it provides a cost-effective way to build your customer base and establish customer relationships. To make your email marketing campaigns successful, it’s important to make sure you are timing your emails correctly, sending the right content to the right people, and adding creative elements that result in more engagement.

Start boosting your conversion rates and revenue now with COSLR’s email automation tools.