So, you’re a SaaS marketer or founder who wants to ramp up conversions. Not exactly a unique situation. Whether you’re working with a SaaS growth agency or not, email is probably one of the various channels you’ll be working with to achieve this goal.
But no matter which angle you come at email marketing with, you might not be getting the results you want out of it. In this helpful article, we get back-to-basics and give you the email marketing refresher you need to write a compelling SaaS email.
So, how do you write an engaging SaaS email that converts? Let’s break the process down into 3 simple steps.
1. Know your audience
Like all marketing tactics and strategies, you’ll fall short of generating the impact you want if you don’t understand your audience back to front.
Your level of understanding will influence everything from the quality of your list (are you choosing the right people to send to?) to how the copy is written (tone, style, personalisation), what the copy covers and the final offer.
So make sure you have done all the research before you start creating anything. Who is your audience? Where do they work? What are their interests? What are their challenges? What stage of the funnel are they at? What do they respond well to?
By nailing down all of these questions, you can make your email 10x better than it would have otherwise been.
2. Funnel stage
Connected to the point about knowing your audience, you need to make sure you understand the ins and outs of your marketing funnel, and where this email fits into that broader spectrum. Before you start typing.
If it’s a bottom-funnel email you’re building to people who have already engaged with your brand through multiple touchpoints, you want to curate an email with a clear conversion-focus.
No waffle. You’re looking at clear proof points, trust-building language, potential comparison to other products and a strong BOFU CTA (free trial, demo, call).
Basically – anything you add to your email should be informed by the stage of the funnel that it fits. This is non-negotiable!
3. Have a clear, relevant CTA (or a few)
Another element of most effective SaaS emails is a strong CTA. If it’s a top-funnel newsletter, your choice will naturally be lighter touch but all the same you want to make it clear to the reader what your intended action for them is.
We’d recommend having CTAs at the bottom of your email, but you can also sprinkle a few through the body copy if it’s long enough and doesn’t spill over into overkill territory.
Start writing!
That’s it folks! 3 of our core steps to writing an effective email for your SaaS business. Obviously many of the specifics will depend on the nuances of your use case but you can take these as a reliable base to work off. (sapns2)
