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Email Marketing Strategies for SaaS Companies

Alina Maria Stan

In today’s digital world, email marketing is a powerful tool for SaaS companies to connect with their target audience and drive conversions. When discussing SaaS, we already understand its environment is online, and one of the best digital channels represents email marketing strategies.

Before thinking that Email Marketing is a weak strategy, let’s take a look at the study made by Optinmonster; it says that 92% of online adults use email, with 61% using it on an average day, and according to Statista, 61% of customers favor to be reached by brands through email, which sounds perfect for your SaaS company because online channels are mandatory for it.

The worth of email marketing software in 2020 was valued at a staggering $7.5 billion, highlighting its undeniable influence. As a result, it’s essential to delve into the diverse email marketing strategies and how they can benefit SaaS companies.

Building an Email List

Building an email list is crucial for SaaS businesses to start a conversation line with their potential or present customers. A well-structured list of names and emails is important for SaaS marketers, and it ensures effective communication and targeted marketing, leading to business success.

This is the answer if you are asking yourself how an email can bring more clients. Email Marketing can also attract potential customers to your SaaS product by offering them free trials or deals in exchange for their email addresses. Upgrading your database with customers’ emails allows you to establish a direct line of communication with them for future marketing efforts.

We understand that building your email list is very important, but now the question of how to improve it quickly appears. As a result, many strategies help out SaaS businesses, and let’s take a look at them:

Lead Magnets

Starting from the magnet word, we understand that this strategy attracts, in our case, new customers. It engages in offering a free resource in exchange for email. In this context, make it valuable and relevant, promoting on your website. This represents the magnet that attracts visitors and grows your business.

Gated content

As internet users, people are always searching for valuable content, and this strategy evolves to build a gate as an obstacle before customers get to the beloved content. This gate supposes to be a requirement of the user’s email address, and the content is shown as photos, videos, blogs, or any other type of content that customers are searching for.

Opt-in form

These forms on your website allow users to subscribe to your email list, and they should be visible and offer a clear value proposition for subscribing. This way, SaaS businesses can build a strong email list and keep the audience engaged with their content and products.


Many of us participated in different giveaways hosted by influencers or companies. This tactic is more a win than a loss because the gift is tailored for customers and can be expensive, but the result is more expensive for the business. As a result, the giveaway will bring a prize to the customer, and to register for this event, customers should put their email addresses.

Creating Engaging Email Content

After we upgraded the Email List, it’s time to create engaging email content for the beloved users. This step is mainstream for users and the email marketing strategy companies undertake.

To take every benefit from this strategy, it’s important to focus on creating engaging and valuable email content that resonates with your audience.

Before creation, marketers research customers’ preferences and their behavior to build tailored content. Nevertheless, let me give you some tips to create iconic content for your customers.

  • Subject lines

This factor is the first thing that comes to the customer’s eyes when they open their email address. Crafting effective subject lines is key to getting subscribers to open your emails.

Keep them brief, personalized, and use action-oriented words to create urgency. Avoid spam trigger words and test different methods to find what works best for your audience.

  • Call-to-Action

The call-to-action can encourage your customers to take action, sign up for a free trial of a SaaS product or upgrade to a premium subscription, purchase software, or use a promotional deal.

If you want your CTA to jump in front of your customer’s eyes, it’s important to make it stand out in your email. One effective way to do this is to use contrasting colors that grab the reader’s attention and place it at the top or bottom of the email.

  • Personalization

Users like to get personalized experiences, and it’s important to make them feel valued and understood by addressing them by their name in the subject line and throughout the email and segmenting your list to deliver targeted content based on their interests or behavior. You can send personalized deals or offers by researching their purchase history log.

Focusing on the Benefits of your SaaS Product

If you’re promoting your SaaS company through email marketing, it’s super important to emphasize what makes your product great and how it can help your customers.

Don’t just list off features – show them how your solution can make their lives easier and solve their problems. Here are a few tips to help you with your email marketing strategies:

Identify customer pain points

Identifying your target audience’s challenges and pain points is crucial to market your SaaS product effectively. Positioning your product as the ultimate solution to these issues will allow you to highlight the specific benefits that cater to their needs. It’s essential to showcase how your product offers a superior solution compared to your competitors.

Showcase real-life use cases

Sharing success stories, case studies, or testimonials from satisfied customers who have achieved positive results is an absolute must to boost the confidence of potential customers in your SaaS product. This social proof is critical in helping them see the benefits of your solution with absolute clarity.

Highlight key differentiators

Identify the distinctive attributes that set your SaaS product apart from the competition. In your email marketing campaigns, emphasize its exceptional customer support, advanced features, user-friendly interface, or integration capabilities.

Use storytelling

To truly captivate your audience, you must utilize impactful storytelling techniques. Share compelling narratives or examples that effectively illustrate how your SaaS product has revolutionized businesses or significantly enhanced the lives of individuals.

By incorporating the power of storytelling, you can establish a relatable human element, allowing customers to form a profound connection with your brand.

Welcome Emails and Triggered Emails

You have to nail those welcome emails to make a good impression on new subscribers. They’re the first thing your subscribers see so that they can set the tone for your brand. Here are some tips to make sure your welcome emails are on point.

  • A warm welcome: Express gratitude for their interest in your SaaS product and reassure them that they’ve made the right decision. Briefly introduce your company and highlight what they can expect from being part of your email community.
  • Set expectations: Inform subscribers about the type and frequency of emails they will receive from you. Let them know how you’ll deliver value and keep them engaged. This transparency helps build trust and reduces the likelihood of unsubscribes.
  • Include a call-to-action (CTA): Encourage subscribers to take the next step, such as exploring a specific feature, scheduling a demo, or accessing additional resources. The CTA should be clear, compelling, and aligned with the goals of your email campaign.
  • Personalize the email: Use the subscriber’s name and reference their action (e.g., signing up for a free trial or subscribing to your newsletter). Personalization helps create a connection and shows that you value their engagement.

Triggered Emails

In addition to welcome emails, triggered emails are an effective way to nurture leads and engage with subscribers based on their actions or behaviors. Some commonly triggered emails for SaaS companies include:

  • Abandoned cart emails: If a user adds your SaaS product to their cart but doesn’t complete the purchase, send a targeted email reminding them of the value they will gain by proceeding with the transaction.
  • Onboarding emails: For new users who have signed up for a free trial or purchased your SaaS product, send a series of onboarding emails to guide them through the initial setup, introduce key features, and provide helpful resources.
  • Upsell and cross-sell emails: Based on a user’s purchase history or activity, send personalized emails suggesting relevant upgrades, add-ons, or complementary products that can enhance their experience with your SaaS solution.

Using Social Proof

In email marketing, social proof is an incredibly potent tool to bolster your brand’s credibility and establish trust with your target audience. Incorporating social proof elements into your messaging effectively showcases the positive experiences and feedback of others who have utilized your SaaS product.

This instills confidence in potential customers and encourages them to take action, leading to greater success for your business. Social proof must be utilized if you want to stay ahead of the competition and reach your business goals.

  • Customer Testimonials: Include quotes or testimonials from satisfied customers who have experienced positive results using your SaaS product. Use their success stories to demonstrate how your solution solves real-world challenges.
  • Case studies: Showcase detailed case studies that illustrate the specific benefits and measurable outcomes your customers have achieved using your SaaS product. Provide data, metrics, and testimonials to back up your claims.
  • Industry recognition and awards: If your SaaS product has received industry recognition, certifications, or awards, mention them in your emails. This helps establish your brand’s authority and positions your solution as a trusted choice.
  • Influencer endorsements: Collaborate with influencers or industry experts who can endorse your SaaS product. Their support and testimonials can carry significant weight and attract attention from your target audience.

Testing and Optimization

To achieve successful email marketing campaigns, it is imperative to prioritize testing and optimizing various elements as part of your email marketing strategy. Concentrate on critical areas to ensure that your emails are effective.

For instance, experiment with different subject lines to determine which generates the most opens. Additionally, test various calls to action to identify the most effective ones in encouraging recipients to take action.

Lastly, test your emails on different devices and email clients to ensure compatibility and a great look for all recipients. By focusing on these essential areas, you can enhance the effectiveness of your email marketing campaigns and attain better results.

Subject lines

Test different subject lines to identify the ones that generate higher open rates. Experiment with personalized subject lines, questions, urgency, or curiosity-driven statements to pique recipients’ interest.

Email content

Test different types of content, such as long-form versus short-form emails, storytelling versus direct promotion, or variations in the placement and design of CTAs. Monitor click-through and conversion rates to determine which approaches resonate best with your audience.

Send times and frequency

Experiment with different send times and frequencies to determine when your target audience is most receptive. Consider time zone variations and the nature of your SaaS product to find the optimal balance between staying top-of-mind and avoiding email fatigue.

A/B testing

Conduct A/B tests by splitting your email list into two segments and sending slightly different versions of the same email to each segment. Compare the performance metrics to identify the most effective elements and refine your future campaigns accordingly.


Email marketing can be a powerful way to connect with your audience and build strong customer relationships if you’re running a SaaS company. To get started, you’ll want to focus on building up your email list and creating killer content that shows off your product’s benefits.

Remember to send welcome and triggered emails to keep your subscribers engaged. And if you want to boost your results, try including social proof and testing different strategies to see what works best. Put your audience first, stay on top of the latest industry trends, and deliver value in every email you send. Happy emailing!


Alina Maria Stan


Alina Maria Stan

COO & Co-Founder @ Tekpon

Lead Generation Master & Affiliation Strategist

Alina Maria Stan is the COO and Co-Founder of Tekpon, where she has utilized her expertise in SaaS, software promotion, and lead generation since July 2020. Her role involves media buying and extensive software branding, contributing significantly to Tekpon's market presence.
Ana Maria Stanciuc


Ana Maria Stanciuc

Head of Content & Editor-in-Chief @ Tekpon

Creative Content Chief

Ana Maria Stanciuc is a highly skilled writer and content strategist with 10+ years of experience. She has experience in technical and creative writing across a variety of industries. She also has a background in journalism.

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