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From: Yogesh Jain
Subject: 10 B2B and SaaS Email Marketing Tips
Dear Reader,
This email is about the importance of email marketing for B2B and SaaS businesses and how to improve it with some easy tips and tricks that will boost traffic, engagement, and customer loyalty.
Here are 10 tips to improve your B2B and SaaS email marketing:
1. Propose a Purpose
To get the most out of your email marketing, start by defining its purpose. Without a clear goal, you won’t know if your strategy is working. Are you looking for more newsletter subscribers, more sign-ups for a free trial, or another objective? Set a logical goal and make sure you fully understand it before planning your emails.
2. Mix Promotional and Informative Content
Sending only promotional emails can get annoying after a while. If you constantly send sales emails, your unsubscribe rate will increase. Instead, mix in some informative content alongside your promotions. This way, you’ll build a stronger relationship with your audience and keep them engaged.
People don’t want to be sold to all the time. They appreciate valuable information. So, try to be subtle and informative, and you’ll notice a positive change in engagement.
3. Timing is Key
What’s the best time to send emails? There’s no universal answer—it depends on your audience. Use your analytics to check when engagement was the highest and send your emails at those times. The goal is to get your subscribers to open your emails when they’re free or interested.
Avoid bombarding your audience with too many emails. It’s important to find the right email frequency—you can even ask your subscribers for their preference.
4. Use Videos in Your SaaS Email Marketing
Videos make complex topics easier to understand. By adding a video to your email, you help your audience understand and remember your message. This can lead to higher engagement.
Upload your video to YouTube and share the link in your email. Use exciting phrases like “Introducing,” “Special Offer,” or “Limited Time” to grab attention and encourage viewers to watch.
Example: Introducing, launching, Special, Offer, Notification, Limited period, Free, etc.
5. The 3Rs of SaaS Email Marketing for Inactive Subscribers
Don’t give up on inactive subscribers. Use the 3Rs strategy—Re-view, Re-visit, Re-build.
Re-view the content you’ve been sending and identify what might have caused their disinterest.
Re-visit them with engaging subject lines like “Hey [Name], did you miss me?” to spark curiosity.
Re-build the relationship by offering coupons or special offers, reminding them why they signed up in the first place.
6. Let Subscribers Choose What They Receive
Put your subscribers in control of the type of content they receive. Offer them preferences to choose from, and then provide information that matches their interests. This increases engagement rates as subscribers only receive emails they care about.
Send a quick email asking what kinds of emails they’re interested in, give them a few options to choose from, and tailor your content accordingly.
7. Keep Your Content Crisp and Clear
Why should someone read your email? What’s in it for them? Your email copy should clearly highlight the benefits to your audience.
For example:
We are hosting an online exhibition for updated electronics. Sign up today! ❌
Looking for the latest electronics? Sign up now for our exclusive exhibition! ✅
Which one would you open? Make sure your copy is focused on the reader’s needs.
8. Set a Consistent Tone in Your SaaS Emails
When sending emails, make sure the tone is consistent across all departments. Whether it’s the sales team, tech support, or customer service, the tone should reflect your brand’s personality. Inconsistent tones can confuse your audience and make your brand seem unprofessional.
Also, make sure your email signatures are consistent across departments using signature management tools.
9. Tailor Email Content to Different Stages
Identify where your leads are in their customer journey and craft emails accordingly.
For example:
In the awareness stage, highlight the benefits of your product.
In the consideration stage, offer discounts or coupons.
Once they’ve converted, provide post-sale service to maintain the relationship.
Segment your audience and send the right content at each stage.
10. Include Industry Updates
Providing general industry updates in your emails is a great way to keep your subscribers engaged. It shows you’re not just promoting your product but also offering valuable insights.
Curate a list of trending topics or interesting articles related to your industry—even if they’re not written by your brand. This builds trust and shows you care about providing value to your audience.
For example, Benedict Evans and AngelList Weekly do an excellent job of sharing industry-relevant content.
Conclusion
These B2B and SaaS email marketing tips can help boost your engagement, traffic, and customer loyalty. Try out the 3Rs strategy, create personalized content, and mix up informative and promotional emails to keep your audience interested. You’ll see the improvement yourself!
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