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Estimated reading time: 9 minutes

When done efficiently, email marketing is one of the best tools to boost your engagement rates and build a strong customer base. Right now, the email open rate is about 21.29% on average. But that doesn’t mean your SaaS company cannot cross this limit easily. Today we are presenting our email marketing guide for SaaS companies.

You put a lot of effort into building a valuable mailing list. Hence, when it comes to email marketing, you don’t want to risk losing the list. Thus, it is essential to use top-notch marketing strategies to utilize the list’s potential fully. 

Therefore, today’s article will discuss the 8 best email marketing strategies to generate more sales for your SaaS companies. Let’s begin:

Set Clear Goals For The Right Audience

Person looking at their email audience. Email Marketing Guide For SaaS Companies.

Start by setting a clear goal for your email marketing campaign. Why? If you don’t have a clear goal, how will you know if the marketing strategy is working or not right?

Not every email is for every subscriber. If you are sending a promotional email, it is only for your potential leads, but if you have tips on how to get the most out of your application, the right audience is your existing customers. So, make sure you choose the right email recipients. Moreover, consider using a free email verifier to make your email list stronger and reach the intended audience effectively.

Focus On Effective Copywriting

Your email’s content, a.k.a the copy, reflects your campaign goal. For instance, you wish for the subscribers to sign up for your newsletter. The email must include content that highlights the benefits of signing up for this particular newsletter.

The call-to-action button is the most important step to convert an audience into a regular clientele. Ask yourself, ‘what do I want to achieve?’ And add text to this button according to that. For instance, you are sharing a new feature of your app. Let the users click on ‘How it Works.’

Remember, your emails need to be short to get the point across. Essentially, the copy should catch the reader’s attention and push them to click the CTA button while keeping their interest.

Captivating Subject Line

In email marketing, what the reader sees first is very crucial in determining whether he or she reads the whole email. Having a captivating email subject line generator also improves your open rate.

Since an average person is more likely to receive a good number of emails in a day, it is essential to find ways to get his or her attention. It needs to be unique compared to emails from other businesses. A way to get someone’s attention is by the subject line.

The subject line you choose to write should be captivating enough to get the attention of the reader to improve the click-through rate. You should imagine you are the reader and write what might make you click on the email at first glance. The subject line should engage with your customer. This will make many of your subscribers read the email you send.

Understand Buyer’s Persona, I.E., The Email Subscribers

It is crucial to understand who your subscribers are, their pain points, what solutions they are looking for, etc. Because when you know your subscribers, you can satisfy their requirements better. You also need to know about their basic demographics like their age, location, job title, etc.

A great way to understand the subscribers is by sending out surveys. With surveys, you can see who signed up to your list, how did they find about it, and what they are looking for.

Knowing your subscriber also includes tailoring content according to where the customer is in their journey. For instance, you can create ‘awareness’ emails that typically include an introduction, or send ‘consideration’ emails based on customer reviews.

Automate Your Email Marketing

We agree it is essential to connect with your subscribers on a personal level. But is it feasible when you have thousands of customers on the mailing list? Well, that’s where B2B SaaS Email Marketing Automation can help. With automation, you can still add some level of personalization, such as adding the user’s first name to address them directly.

Yellow email sign. Automate your email marketing.
top view of yellow email sign on pink background

But that is not all. Did you know you can trigger emails based on the users’ behaviors? That’s right; Email Marketing Automation Tools for Startups can track user behavior on your website and create drip campaigns accordingly. 

Automation tools like MailChimp also allow you to track performance metrics based on customer behavior. You can set some strategies within the email automation software you choose. For instance, autoresponders such as a welcome email can be initiated immediately when a user signs up. Similarly, drip campaigns can be initiated to deliver messages at preset intervals.

Find The Right Time To Send Emails

As tempting as it may sound, you are not supposed to send out emails as soon as you launch a new feature. It is vital to determine the right time to send emails to your subscribers to gain better engagement. By analyzing past engagement details and keeping an eye on your daily analytics, you can see when most emails are opened and clicked. Using this data, you can also figure out the right email frequency; hence you don’t end up annoying the subscribers.

Keep Consistent SaaS Branding 

It is vital to use branding at every stage of your customer’s journey. The prospect interacts with different people like the tech team, salespeople, or support crew, throughout their journey. Therefore, it is vital to ensure that good SaaS branding practices are used to build your company’s credibility and authority. You can use B2B SaaS Email Templates to ensure a consistent brand tone across the entire organization.

For instance, you have to focus on keeping a consistent tone throughout the entire organization. So, if your emails are fun and conversational, make sure the entire organization uses the same style to interact with the customer. Additionally, ensure that the email signatures are consistent across the organization.

Allow Subscribers To Fine Tune Their Preferences

Let your subscribers decide what they want to see. It will not only increase your engagement rate but give you a better idea of their pain points. So, just by allowing subscribers to fine-tune their desired emails, you will be increasing their interest and also getting direct data on what your customers like better. 

Incorporate Power Words and Videos 

Videos can increase your email’s click-through rate by 65%! Why? Because videos help subscribers understand even the most complex topics quite easily. Therefore, using videos allows you to capture subscribers’ attention better and thus, build a loyal customer base.

Using power words such as Update, Invitation, New, Special, You/Your, etc., you can evoke an emotional response in the reader’s mind and encourage them to take action. 


The design you choose for your email is crucial to the success of the marketing campaign. Many people like to emulate big companies’ marketing emails. These emails tend to have heavy designs that look cool and great in the inbox. Almost every email provider out there, even the cheap ones, come with templates that are somehow built right into the software they use.

Message Inbox Notification

Using these templates may not work for you as well as you may have thought. This is because these emails tend to look like one common commercial when they hit someone’s inbox. You need to understand what email is primarily supposed to be used for.

Emails were first intended for communicating with family and friends, even though many also use it for work. The whole idea of good design is to casually slip into your customer’s inbox without looking like a commercial.

You need to look like someone your customers can trust and is not necessarily selling them something but guiding them. Though it may come as a surprise to many marketers, simple email designs are more likely to be read and thus help businesses make more sales.

It is also essential to ensure that you have a consistent design with an obvious call to action. This will help your customers familiarize themselves with your emails and they will know where to find certain information. Going for a captivating design is not always a bad idea. You should choose what works best for you.

Make It Short

It is essential not to make the email too long for your subscribers, especially if it’s an online store. You need to understand that many people do not have the time to read long emails. Furthermore, long emails are most likely to be boring.

Most of the time, the reader is most likely to delete the email before reading all of the content. Emails were originally meant to be short.

When marketing through emails, you should make sure that the emails you send are not too long. You should be creative and find ways to put
all of the information you need in a short text.


Customers tend to be the most valuable asset when it comes to business success. You need to remind them that your business values them. Every person likes it when they feel valued and appreciated. Customers are more likely to buy more products from a brand that appreciates them often.

Email Design.

You should make a point of sending an email to your loyal customers thanking them for buying from your brand. This will ensure that customers will stick to your brand and will also act as brand ambassadors to others.

Let’s Wrap Up

From lead generation to lead conversion and from customer retention to customer support, email marketing is the only tool that fuels growth across your entire sales funnels. When done the right way, email marketing is one of the best ways to help your SaaS company build a loyal customer base, retain existing clients, and convert new leads effectively. Our email marketing guide for SaaS companies should help your company.

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Categories:  Email Marketing

About the Author

James McMinn

Senior Digital Strategist

James is a savvy digital marketing specialist with a Masters of Science in Internet Marketing. For the past fourteen years, he has been specializing in SEO, PPC & Marketing Strategy. He has a super sharp analytical mind and a finely tuned creative eye for marketing initiatives that optimize brands.

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