SAAS email marketing The comprehensive guide for 2023

As with any other industry, SaaS companies need to stay on top of their marketing efforts to succeed. One of the most effective marketing strategies SaaS companies can utilize is SaaS Email Marketing.

But, most SaaS companies find it challenging to use SaaS Email Marketing effectively, especially when it comes to email marketing for SaaS companies.

This is because implementing a successful SaaS email marketing strategy, specifically tailored for the unique needs of SaaS businesses, can be a complex process.

It requires careful consideration of various aspects, including segmentation and automation, which play pivotal roles in optimizing the impact of email campaigns.

By incorporating effective email marketing strategies for SaaS companies, they can effectively engage their target audience, nurture leads, and drive conversions, ultimately leading to increased customer acquisition and retention rates.

In this blog post, we will explore what SaaS Email Marketing is and some of its key benefits. One of the major advantages of SaaS Email Marketing is the ability to measure the results of campaigns and analyze data to improve them.

By using SaaS Email Marketing strategies. We will also cover different SaaS company categories that can benefit from email marketing and tips on building your strategy.

Whether you are a SaaS company owner or someone who works in SaaS marketing, this blog post will help you better understand and use SaaS Email Marketing effectively.

What Is SaaS Email Marketing?

It is a process that helps SaaS companies to establish meaningful connections and effectively engage with their customers and prospects.

SaaS (Software as a Service) email marketing refers to the use of cloud-based software applications or platforms that facilitate email marketing activities.

It involves using a third-party service provider’s software to create, send, track, and analyze email campaigns for marketing purposes.

SaaS email marketing platforms offer a range of features and tools designed to simplify and streamline the email marketing process.

These platforms typically provide user-friendly interfaces, customizable email templates, contact management capabilities, and automation functionalities.

Some Key Components Of SaaS Email Marketing:

  • Email Campaign Creation: SaaS email marketing platforms offer drag-and-drop editors or HTML editors that allow users to create visually appealing email campaigns. They often provide pre-designed templates that can be customized with branding elements, images, text, and calls to action.
  • Contact Management: SaaS email marketing tools provide features for managing contact lists or subscriber databases. This includes adding or importing contacts, segmenting them into different groups based on demographics or preferences, and managing email opt-ins and opt-outs.
  • Email Automation: Automation is a significant feature of SaaS email marketing platforms. It enables users to set up automated email sequences or workflows based on triggers, such as new subscriber sign-ups, abandoned carts, or birthdays. Automation helps deliver targeted and personalized emails to subscribers at the right time, improving engagement and conversion rates.
  • Email Delivery and Tracking: SaaS email marketing platforms handle the delivery of emails to subscribers’ inboxes. They often have features to monitor email deliverability and track open rates, click-through rates (CTRs), and other metrics. This data provides insights into the effectiveness of email campaigns and helps optimize future efforts.
  • Analytics and Reporting: SaaS email marketing tools offer analytics and reporting functionalities to measure the performance of email campaigns. Users can access data on metrics like open rates, CTRs, conversion rates, and unsubscribe rates. This information helps marketers assess campaign success, identify areas for improvement, and refine their email marketing strategies.
  • Integration and Scalability: SaaS email marketing platforms can integrate with other software or systems, such as customer relationship management (CRM) tools or e-commerce platforms, to synchronize data and streamline workflows.

Benefits Of SaaS Email Marketing

SaaS email marketing offers several benefits for businesses looking to engage with their audience and drive results. Here are some of the key advantages:

Increased Engagement And Customer Loyalty

By leveraging the power of SaaS, companies can form more meaningful connections with their customers and prospects, leading to enhanced engagement and unwavering loyalty.

Better Targeting

Companies can quickly identify their ideal customers and contacts through various criteria such as demographics, interests, and actions taken on their website or app. This way, they can precisely reach out to the right people at exactly the appropriate time!

Increased ROI

These Businesses can maximize their return on investment with a cost-effective approach, achieving remarkable growth in sales and conversions.

Enhanced Brand Awareness

It ultimately helps SaaS companies to build and strengthen their brands, driving more interest and traffic in their products or services.


SaaS email marketing eliminates the need for businesses to invest in hardware, software development, and infrastructure for managing email campaigns.

Instead, they can subscribe to a SaaS platform on a pay-as-you-go or subscription basis, which is often more cost-effective, especially for small and medium-sized businesses.

Easy Implementation And Usability

SaaS email marketing platforms typically have user-friendly interfaces and intuitive features, making them accessible to users without extensive technical expertise.

The software is already set up and ready to use, requiring minimal configuration or installation, which allows businesses to start their email marketing activities quickly.

List Of Email Categories For SaaS Companies

Every SaaS Business has a lot of different needs that can be addressed through email marketing. Here are some of the most common SaaS categories and the kinds of emails they may need:


Crafting emails informing readers about their products and services is crucial to any SaaS business. For instance, these types of messages should include:

  • New Features: highlighting new features or improvements to existing features
  • How-To Guides: demonstrating how customers can use SaaS products effectively
  • Product Updates: sharing the latest updates and enhancements to their products or services


If you’re trying to boost conversions and are offering premium plans, you must go the extra mile. For that, they may need emails focused on driving more traffic and conversions, such as:

  • Sales Promotions: offering discounts, special offers, or other incentives to help SaaS companies generate more sales
  • Upsell Opportunities: Suggest add-ons and complementary products that interest customers who have already purchased a SaaS product.


The marketing team needs communications that can help to improve their marketing efforts, for that SaaS company may need emails, such as:

  • Newsletters: sharing news, updates, and other relevant information about the SaaS industry or specific SaaS companies
  • Events: inviting potential customers to attend conferences, trade shows, webinars, etc., where they can learn more about SaaS products or services
  • Resources: offering educational resources, such as ebooks, whitepapers, templates, etc., that can help SaaS companies to improve their marketing efforts

More Reads – SaaS Marketing: What Is It & How It Is Different?


Transactional SaaS businesses often need emails sent automatically in response to specific customer actions or events, such as:

  • Welcome Emails: sent to new SaaS customers to provide a first impression of the SaaS product, including instructions on how to use it and other important information
  • Order Confirmation Emails: Confirm that SaaS products or services have been successfully purchased, including details of the transaction and any delivery details.

Ways To Build Email Marketing Strategy For Your Business

Based on the category of SaaS business that you are in, there are several different strategies and tactics that you can use to build your email marketing strategy.

Some key considerations include the following:

Identify Your Goals

Email Marketing goals and SaaS email marketing goals are entirely different. SaaS companies should consider increasing sales, improving customer engagement, and building brand awareness.

Therefore, it is essential to have clear goals and define what success looks like for your SaaS efforts.

Until the goals are set, SaaS companies may struggle to create a successful email marketing strategy.

Build a Quality Email List

Focus on building an opt-in email list of subscribers who have shown genuine interest in your offerings. Avoid purchasing email lists or resorting to spammy tactics, as they can harm your reputation and deliverability.

Here are some best practices to help you build a high-quality email list:

  1. Opt-in Subscription Process
  2. Website Sign-up Forms
  3. Content Upgrades and Lead Magnets
  4. Social Media Integration
  5. Referral Programs
  6. Events and Webinars
  7. Offline Opportunities
  8. Co-marketing and Partnerships
  9. Customer Surveys and Feedback
  10. Privacy Policies

it’s essential to focus on quality over quantity when building your email list. Aim to attract subscribers who are genuinely interested in your offerings and who are more likely to engage with your emails and convert into customers.

Create Personalized Emails

Since SaaS customers have unique needs and preferences, it is essential to create tailored email campaigns that speak directly to them.

his can be done by using dynamic content, segmenting your lists, or personalizing messages based on customer information such as purchase history or website behavior.

Mobile Optimization

Ensure your emails are optimized for mobile devices, as a significant portion of email opens occur on smartphones and tablets.

Use responsive design, optimize images, and keep the layout clean and easy to navigate on smaller screens.

Share Value-Adding Content

To help SaaS customers stay engaged through email marketing, sharing valuable and useful content regularly is essential. Some of them could include the following:

  • Blog posts or articles relating to SaaS trends and news
  • Industry-specific resources or tools
  • Educational webinars and ebooks
  • Infographics or other visual content Templates

Target Based On Journey

Since SaaS customers may engage with your brand at different stages of their customer journey, it is essential to consider when they will be most receptive to your messages.

SaaS companies should consider sending emails at different times of the day and week for optimal results, such as during peak work hours when customers are most likely to be checking their inboxes.

To reach the customer during peak hours, Most SaaS businesses rely on email marketing software that provides automation tools like

  • Drip,
  • Active Campaign
  • constant contact, etc.

This can help SaaS companies to send timely messages to targeted customers at scale and better track the results of their email marketing efforts.

Implement A/B Testing

You never know which of your email marketing campaigns is most effective unless you are constantly testing and analyzing the performance of your campaigns.

SaaS companies should regularly perform A/B tests on their subject lines, open rates, click-through rates, etc., to optimize their email marketing strategy over time.

Track Your Email Performance

To gain the most out of their email marketing campaign for SaaS, companies should use platforms with built-in reporting and analytics tools such as open and click-through rates, conversion rates, etc.

This data tracking is critical for scrutinizing performance over time so that any areas needing improvement can be identified and future efforts optimized.

More Reads – The 8 Email Marketing KPIs & Metrics You Should Be Tracking

Best Email Marketing Tools For SaaS Companies

There are several email marketing tools available for SaaS companies to effectively manage and execute their email marketing campaigns.

Here are some popular email marketing tools commonly used in the SaaS industry:

Mailchimp is a popular email marketing platform known for its user-friendly interface and powerful features.

With its drag-and-drop email builder, users can easily create visually appealing emails without any coding knowledge.

The platform also offers automation features, allowing businesses to set up personalized email sequences based on customer behavior.

Mailchimp’s audience segmentation capabilities enable targeted campaigns, ensuring that the right message reaches the right people.

Additionally, it integrates seamlessly with various SaaS platforms, enabling businesses to streamline their marketing efforts.

With its wide range of pre-designed email templates and robust analytics, Mailchimp provides businesses with the tools they need to create engaging email campaigns and track their performance effectively.

HubSpot is an all-in-one marketing platform that offers email marketing capabilities. It provides advanced segmentation, personalization features, A/B testing, workflow automation, and detailed analytics.

With HubSpot’s email marketing tools, everything you need is baked right in, and you can design and send professional emails independently and optimize to improve performance.

HubSpot’s email marketing software is secure and easy to use, has an extremely high deliverability rate, and includes all the bells and whistles you’d expect to see within an ESP.

HubSpot also integrates with other marketing tools for seamless campaign management.

With HubSpot’s marketing automation, it’s easy to create integrated workflows, and it offers email drip marketing automation for automated email campaigns to guide prospects down the marketing and sales funnel.

Sendinblue is a comprehensive email marketing solution that offers an intuitive interface, drag-and-drop email builder, marketing automation, transactional emails, SMS marketing, and CRM integration.

It provides advanced features like personalization, dynamic content, and contact segmentation. SendinBlue is an all-in-one email marketing and marketing automation platform that helps businesses reach their customers through email, SMS, and more. 

It is a full-featured email marketing platform offering a range of tools to help you create, send, and optimize your email campaigns.

It also comes with a generous free tier, along with several affordably-priced monthly plans to choose from. 

SendinBlue is an email marketing solution for SMB (small and medium-sized) businesses that want to send and automate email marketing campaigns, even if they have a limited budget.

It is like a cheaper alternative to MailChimp, including a free version and free trial, but with even more functionality. 

With SendinBlue, you can create stunning emails without any graphic design skills and deliver campaigns straight to your customers’ inboxes.

It is a platform that provides you with the best utility to improve your marketing performance.

ActiveCampaign is a powerful email marketing and marketing automation platform that offers advanced automation workflows, behavioral tracking, dynamic content, split testing, and CRM integration.

SaaS companies can use ActiveCampaign to deliver targeted and personalized email campaigns. ActiveCampaign’s comprehensive CRM feature, exclusive to its Plus, Professional, and Enterprise plans, can be used to automate and manage sales processes.

The CRM has three main parts: pipelines, stages, and deals. Users can automate deal creation by using the automation builder, which can be accessed by clicking the “Automations” tab.

ActiveCampaign has created several campaign types to simplify marketing automation, including Standard, Automated, Auto Responder, Split Testing, RSS Triggered, and Date Based campaigns.

Users can leverage ActiveCampaign’s split action to test entire automation workflows and make time-limited offers without creating dozens of automations.


1. Does SaaS Email Marketing Require Any Special Knowledge Or Skills?

Ans: You don’t need advanced knowledge or formal training to succeed in email marketing. Still, it’s always beneficial to understand the basics of best practices of email marketing and analytics tools.

Furthermore, it would be best if you stayed up-to-date with the newest SaaS trends and industry news to create compelling campaigns tailored to your audience.

2. Does It Require A Lot Of Time Or Resources?

Ans: Well, this will depend mainly on your SaaS efforts and the tools you use. However, with the right strategy and software, SaaS companies can easily create and implement effective email marketing campaigns without wasting too much time or resources.

Final Thoughts

Well, It might have now become clear to you that SaaS Email Marketing is a critical part of SaaS company’s success.

Keep the above points in mind to build your email marketing strategy as you develop and implement your campaigns.

If you have any questions regarding the SaaS email marketing campaign, then feel free to leave your question in the comment section. We would be happy to answer you.

Thanks for reading 🙂

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