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What is Email Marketing: Definition & Best Practices

Robert Sanasi

How can SaaS companies use effective writing and emails for their business goals? The answer is: through email marketing! And it works. Email marketing has increasingly become an indispensable tool for SaaS (Software as a Service) companies to connect with their audience, build customer relationships, and drive business growth. In this digital era, where communication channels are abundant and overwhelming, email marketing remains a reliable and effective method to reach customers directly.

This article will explore the concept of email marketing and why it is so meaningful for SaaS companies. By the end, you will understand its significance and how it can empower SaaS companies to achieve their marketing objectives. Let’s now dive deeper into email marketing and discover its potential for SaaS companies.

What Is Email Marketing?

Let’s get a definition of what email marketing is and see how it’s beneficial for SaaS companies.

Email marketing refers to using email as a channel for promoting products and services or engaging with an audience. It involves sending targeted messages to individuals who have willingly provided their email addresses and opted to receive communications from a specific business or organization.

Therefore, email marketing allows companies to establish direct and personalized communication with their customers, prospects, or subscribers. It enables them to deliver relevant and updated content, drive engagement, and ultimately achieve their marketing goals.

Email marketing is a reliable and powerful tool for SaaS companies, providing a direct line of communication with their users. By leveraging email campaigns, SaaS companies can nurture relationships, drive customer engagement, and ultimately enhance their business growth.

However, effective email marketing goes beyond simply sending bulk emails, and it’s not just that but much more. It requires thoughtful planning, strategic execution, and adherence to best practices to maximize its potential impact (we will highlight the best practices later).

Benefits Of Email Marketing For SaaS

Let’s see now what email marketing can do in more detail. Email marketing offers many benefits for SaaS companies, enabling them to establish and nurture relationships with their customers while driving business growth. Here’s a list of the key advantages:

  • Staying Top of Mind

One of the main goals of any business. In the competitive SaaS landscape, in fact, it’s crucial for companies to remain at the forefront of their customer’s minds. Email marketing provides a direct and consistent channel to engage with users, ensuring that they stay informed about product updates, new features, and relevant industry news. By regularly sending valuable content and personalized messages, SaaS companies can build brand recognition and maintain a strong presence in their customers’ inboxes.

  • Providing Value and Education

Email marketing allows SaaS companies to deliver valuable content directly to their subscribers’ inboxes. Whether it’s informative blog articles, educational resources, or exclusive insights, these emails help position the company as an industry thought leader and provide customers with the information they need to succeed. By consistently providing value, SaaS companies can establish trust, deepen customer relationships, and enhance customer loyalty.

  • Improving Customer Retention Rates

Effective email marketing plays a vital role in customer retention for SaaS companies. Companies can engage with customers by implementing personalized and targeted email campaigns based on their specific needs, preferences, and behaviors. This personalized approach enhances the user experience, reduces churn, and increases customer satisfaction. Additionally, email can be a powerful tool to gather feedback, address concerns, and proactively support customers, further strengthening the relationship.

  • Driving Conversions and Upsells

Email campaigns provide SaaS companies a direct avenue to promote their products or services and drive conversions. Whether it’s a limited-time offer, a product upgrade, or a personalized recommendation, well-crafted emails can effectively nurture leads and guide them through the customer journey. SaaS companies can boost conversions and capitalize on upselling opportunities by strategically incorporating call-to-action buttons and enticing offers.

  • Measurable and Data-Driven

Data matter. One of the significant advantages of email marketing is the ability to track and measure campaign performance (one of the secrets of any good marketing strategy). SaaS companies can leverage analytics tools to gain insights into open rates, click-through rates, conversion rates, and other key metrics. This data allows them to evaluate the effectiveness of their email campaigns, make data-driven decisions, and continuously optimize their strategies for better results.
By leveraging the power of email, SaaS companies can forge stronger connections with their audience, foster customer loyalty, and achieve sustainable business growth.

Types of Emails

SaaS companies can leverage various email campaigns to achieve their marketing goals and engage with their audience. Let’s explore here some of the most common types of emails that can be utilized effectively:

  • Welcome Emails

When a user signs up for a SaaS product or service, a welcome email is an excellent opportunity to make a positive first impression. This email sets the tone for the customer’s journey and introduces them to the key features and benefits of the SaaS offering. It can also provide useful onboarding resources, tutorials, and links to relevant support materials. Welcome emails help users feel valued and supported immediately, increasing the likelihood of their long-term engagement.

  • Newsletters

Coming from the first internet age, newsletters are still a versatile and effective way to engage with subscribers continuously. SaaS companies can use newsletters to share industry insights, product updates, company news, customer success stories, and curated content. By providing valuable and relevant information, newsletters help build brand authority and keep customers informed and engaged. Including personalized recommendations, exclusive offers, or interactive elements can further enhance the newsletter’s impact.

  • Promotional Emails

Promotional emails are designed to drive conversions and encourage users to take specific actions. These emails can promote limited-time offers, discounts, product launches, or upsell opportunities. SaaS companies can create persuasive copy, compelling visuals, and clear call-to-action buttons to entice recipients to click through and make a purchase or upgrade. Personalization and segmentation are crucial in making promotional emails more relevant and effective.

  • Triggered Emails

Automation strikes strong nowadays. Triggered emails are automated messages sent based on specific user actions or behaviors. For example, abandoned cart emails can be triggered when a user adds items to their cart but doesn’t complete the purchase. These emails aim to re-engage users and remind them of the value they might be missing out on. Other examples of triggered emails for SaaS companies include re-engagement emails for inactive users, renewal reminders, or personalized recommendations based on user activity.

  • Feedback and Survey Emails

Customer feedback is vital for SaaS companies to improve their products and services continuously. In this sense, feedback and survey emails provide an outstanding direct channel for users to share their opinions, suggestions, and experiences. These emails can include well-designed surveys, polls, or request for reviews, allowing companies to collect valuable insights and testimonials that can be used for future marketing efforts.

  • Educational Emails

Educational matters! And education emails focus on providing users with valuable knowledge, tips, and resources related to the SaaS product or industry. These emails can include blog articles, tutorials, case studies, or webinar invitations. By positioning themselves as a trusted source of information, SaaS companies can demonstrate their expertise, help users derive more value from their products, and foster customer loyalty.
It’s always important for SaaS companies to tailor their email campaigns to their specific audience and marketing objectives. By strategically combining these email types, SaaS companies can engage their subscribers, drive conversions, and build long-term customer relationships.

Email Marketing Best Practices

On the more practical side, implementing email marketing effectively requires SaaS companies to follow certain best practices. By adhering to these guidelines, companies can maximize the impact of their email campaigns and achieve better engagement and conversion rates. Here are some tips and best practices to consider:

  • Segment Your Email List

Segmentation is a key strategy for personalizing your email campaigns. Divide your email list into smaller, targeted segments based on user behavior, demographics, or interests. This allows you to send more relevant content to specific groups, increasing the chances of engagement and conversions. Segmenting your list also enables you to tailor your messaging and offers to match each segment’s specific needs and preferences.

  • Create Compelling Subject Lines

First step: your email’s subject line is crucial for grabbing recipients’ attention and enticing them to open the email. Craft concise, clear, and compelling subject lines that pique curiosity or highlight the value of the email’s content. Testing different subject lines can help you determine what resonates best with your audience. Avoid spammy or misleading subject lines, damaging your brand’s reputation and decreasing open rates.

  • Personalize Email Content

Personalization is key and goes beyond addressing recipients by their first names. Use the data you have about your subscribers to deliver highly targeted and personalized content. Incorporate dynamic content that adapts to each recipient’s preferences, past interactions, or purchase history. Personalization creates a sense of relevance and enhances the overall user experience, leading to higher engagement and conversion rates.

  • Craft Engaging and Valuable Content

Stating the obvious, the content of your emails should at all times provide real value to your subscribers. Offer useful information, insights, tips, or exclusive offers that align with their interests and needs. Make your emails engaging by using a mix of visuals, compelling copy, and storytelling techniques. Keep the content concise, direct, and easy to digest. Experiment with different content formats, such as videos or interactive elements, to capture and retain your audience’s attention.

  • Optimize for Mobile Devices

With most emails being opened today on mobile devices, ensuring your emails are mobile-friendly is paramount. Use responsive email templates that adapt to different screen sizes and test your emails on various mobile devices and email clients. Pay attention to font sizes, buttons, and images to ensure they are easily readable and clickable on mobile screens. A seamless mobile experience improves user engagement and increases the likelihood of conversions.

  • Test and Measure Your Campaigns

Wise advice:
Regularly test different elements of your email campaigns to optimize their performance. Conduct A/B tests on subject lines, call-to-action buttons, content layouts, or visuals to identify what resonates best with your audience. Use email analytics and tracking tools to measure key metrics such as open rates, click-through rates, conversion rates, and overall campaign performance. Analyze the data for insights and make data-driven decisions to improve future campaigns.

  • Maintain Email Deliverability

Ensuring your emails reach recipients’ inboxes is also fundamental (to avoid wasting time, work, and energy). Follow email deliverability best practices, such as double opt-ins, regularly cleaning your email list, and avoiding spam trigger words in your content. Monitor your sender reputation, implement authentication protocols like SPF and DKIM, and work with reputable email service providers to maintain high deliverability rates.

By following these best practices, SaaS companies can optimize email marketing efforts, deliver relevant and engaging content, and drive better results. Continuously analyze and adapt your strategies based on user feedback and data insights to refine and improve your email campaigns over time.

Case Studies of Successful Email Marketing Campaigns In The SaaS Industry

It’s always interesting to analyze how companies implement these notions into real live campaigns and what they do for the best outcome. Here are some relevant case studies and examples:


Slack, a popular team collaboration tool, has effectively utilized email marketing to drive user engagement and adoption. They employ a personalized onboarding email series for new users, guiding them through key features and providing tips to maximize productivity. Slack has achieved high activation and retention rates by delivering value early on and nurturing users. The key takeaway here is to create a tailored onboarding experience that educates and assists new users, helping them quickly realize the value of your SaaS product.


Canva, a famous graphic design platform, excels in creating visually appealing and engaging email campaigns. They use eye-catching visuals, well-designed templates, and clear calls to action to encourage users to create and share designs. Canvas emails consistently provide value, inspiration, and actionable tips, increasing user engagement and retention.


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Canva is a versatile graphic design platform that simplifies creating professional-quality visual content for users of all skill levels. It offers an intuitive drag-and-drop interface, paired with a ...
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The main point is to invest in compelling visuals and design, ensuring your emails capture attention and deliver an exceptional user experience.


HubSpot, an inbound marketing and sales platform, implements lead-nurturing email campaigns that deliver targeted content based on user behavior and interests. They provide personalized content recommendations, educational resources, and relevant blog articles to engage and nurture leads. HubSpot’s lead nurturing emails have increased lead conversion rates and customer loyalty. This strategy suggests segmenting your email list and delivering personalized, relevant content that addresses specific user needs and pain points.


Intercom, a customer messaging platform, focuses on personalized and behavior-triggered emails to drive user engagement and conversions. They send automated emails based on user actions, such as abandoned cart reminders or feature usage tips. Intercom has achieved higher conversion rates and improved customer satisfaction by delivering timely and relevant messages.


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Intercom is a cutting-edge customer care platform that uses robust messaging and automation to directly connect businesses with their customers. The platform allows organizations to increase assistan...
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The lesson is to utilize behavioral data and automation to send targeted emails that resonate with users at key moments in their customer journey. These case studies highlight the effectiveness of email marketing in the SaaS industry. The key lessons to take away include personalized onboarding experiences, referral programs to drive customer acquisition, attention-grabbing visuals, lead nurturing through targeted content, and behavior-triggered emails to boost engagement and conversions.

By studying successful email marketing campaigns in the SaaS industry, other companies can gain insights and inspiration to enhance their email strategies.

Email Marketing Tools

It takes a powerful tool to do all of this. Sure, but which one? When selecting an email marketing tool for your business, it’s important to consider your specific needs, budget, scalability, ease of use, and integration options. Some popular email marketing tools include:

  • Mailchimp, which offers customizable templates, list segmentation, and detailed analytics.
  • Constant Contact focuses on simplicity with features like customizable templates and real-time tracking.
  • Sendinblue is an all-in-one marketing platform known for its affordability and user-friendly interface.
  • ConvertKit caters to creators and small businesses, emphasizing simplicity and automation.
  • ActiveCampaign provides powerful email marketing and automation features suitable for businesses seeking advanced capabilities.

You should evaluate these options based on your requirements and consider demos, free trials, and customer reviews to make an informed choice.


In conclusion, email marketing plays a prominent role in the success of SaaS companies. It allows them to stay top of mind with customers, provide value, and improve customer retention rates. To get started with email marketing or improve existing campaigns, SaaS companies should consider the following high-priority summarized recommendations:

  • Define clear goals and objectives for your email campaigns to align with your business objectives.
  • Build a high-quality and segmented email list to ensure targeted messaging.
  • Personalize email content to deliver relevant and valuable information to subscribers.
  • Use compelling subject lines and engaging visuals to capture recipients’ attention.
  • Leverage automation and behavioral triggers to send timely and targeted emails.
  • Regularly analyze and optimize your campaigns based on data insights and user feedback.
  • Ensure email deliverability by following best practices and maintaining a good sender reputation.
  • Stay updated with industry trends and continually experiment with new strategies to improve your email marketing efforts.

SaaS companies can build stronger customer relationships, increase engagement and conversions, and drive long-term business growth by implementing these recommendations and continually refining their email marketing strategies.


Robert Sanasi


Robert Sanasi

SaaS Content Writer @ Tekpon

SaaS Writer

Robert Sanasi is a content writer for Tekpon renowned for his profound insights into SEO, Sales, SaaS, and Design. Robert has not only made significant contributions to Tekpon's body of knowledge but has also empowered professionals and enthusiasts with practical insights.
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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