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6 SaaS Companies with Inspiring Email Campaigns

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6 SaaS Companies with Inspiring Email Campaigns


You can adopt many lead generation and nurturing techniques, but running effective email campaigns lies at the heart of it all. You can nurture leads with the help of email marketing, connecting with customers meaningfully by adding more value.

A report suggests that 29% of marketers consider email one of the most effective marketing channels — ahead of social media, content marketing, and SEO. Also, eMarketer analysis reports that email marketing ROI is 122% which is four times as high as every other digital marketing medium.

Before we explore ways to plan email marketing campaigns and know about inspiring email campaigns, let us take a quick look at the basics.

What is email marketing?

Email marketing is a marketing tactic that essentially involves building an email list and nurturing it with value-add content or offers that drive them to convert.

Your email marketing campaign can have everything from discounts promotions to informational content that educates your audience. Every email marketing campaign should be geared toward fostering long-term relationships.

How to plan email marketing campaigns?

You will need to answer some key questions before starting a new email campaign. For instance, ask, who is your target audience? Why should this email matter? Here are some of the key steps to consider before running an email marketing campaign.

#1. Define objectives and goals

Determine the intent behind running an email marketing campaign. For instance, you can use it to create brand awareness, boost sales, nurture or generate leads, and engage your customers consistently.

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You need to have the right email service providers (ESP) in place along with email lists, and campaign objectives are in sync. First, split your email list into groups according to the demographics or activities of each subscriber. And then, you can send out emails to encourage recipients to respond by taking appropriate action. Your ESP can help you schedule, send, and monitor campaigns automatically.

#2. Plan the email sequence

Your email sequence consists of a series of emails sent to prospects and customers. Scheduling is possible with ESPs that help automate sending emails based on triggers.

You can adopt several ways to start warming up cold leads. This includes sending an email sequence to those who have signed up for a webinar, blog post, or subscribed to your newsletter. It is better to start with three emails in your welcome email sequence and then expand to 5-7 emails depending on the open rates and responses.

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#3. Create the content required

The success of your email campaign depends on how well you define and place your call to action. This should be backed by regular follow-up emails, meaning you need to plan your content well in advance. Create actionable content that induces recipients to click on the call to action. Make sure the tone of your language remains consistent throughout the campaign.

#4. Plan the visuals and design

Given its simplicity, many designers would think of HTML email as a one-page website. HTML and CSS are all that’s required, after all. The text content of your email would rarely take as much space as other more eye-catching elements — headline, images, and calls to action buttons.

Also, at least half of your subscribers will read your emails on their mobile devices, so keep your email design mobile-friendly. This will impact the look and feel of our email, as well as the information that is included inside it.

6 SaaS companies with inspiring email campaigns

Checking out some of the most successful and well-designed email templates can certainly help you plan better. Here, we are sharing six such inspiring campaigns by SaaS companies that leveraged emails to drive more traffic, engagement, and conversions.

#1. Shopify

This email was sent as an event reminder to the participants who opted to attend this online event. The goal was to ensure the highest possible turnaround of attendees interested in Shopify’s live-stream event.

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The tone of this email is confident and professional that focuses on driving more attendance than evoking other responses. This email copy incorporates a visual design that is appealing and eye-catching.

It is also a great example of visually guiding through the CTA, which stands out. As a result, Shopify’s click-through rates have risen due to the color decision.

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In the end, it also incentives subscribers to share their ideas on social media that add more value for users registered for the event.

#2. Dropbox

This was Dropbox’s email meant to re-engage their users.

Such a skillfully crafted email template and design can instantly draw users’ attention to Dropbox’s child-like pictures and sorrowful expressions. Dropbox avoids boredom by reminding consumers in a lighthearted manner about the benefits of using their service.

An interesting thing about this copy is the lack of buttons, keeping the email clutter-free. It has a single link guiding users to take a tour and start with Dropbox.

#3. Zapier

Zapier sent out this email to invoke a prompt response from readers. This email aims to promote a limited-time deal by writing a catchy title to demonstrate that the deal is valid for a limited time. The cherry on the top was their integrated countdown timer, making readers act promptly.

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Another brilliant touch in this email was the inclusion of a list of four reasons why upgrading would be advantageous. Readers were compelled to upgrade to Zapier’s premium subscription as soon as possible after reading this email. This email works to persuade your subscribers to take advantage of an offer.

#4. Airtable

This email by Airtable was again time-bound, asking users to act sooner. It was sent to create awareness of their B2B trial which was ending soon. The goal was to let on-trial users to prolong their trial period and discover the true value of services.

Trials are a great way for SaaS businesses to acquire and retain more clients. This email by Airtable was again time-bound, asking users to act sooner. It was sent to create awareness that their B2B trial is ending soon. The goal was to let on-trial users prolong their trial period and discover the true value of services.

Here, Airtable sends out an entertaining email to encourage trial members to make the most of their time with the service. Airtable’s email opens and click-through rates are boosted thanks to the inclusion of personalized content and formatting. Visually, the lack of pictures does not detract from the email’s attractiveness and rather helps keep things simple and  focused.

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#5. Hootsuite

This email by Hootsuite is for a blog update with the aim to drive blog traffic and educate subscribers about the latest happenings.

This email by Hootsuite is for the blog update to increase the blog traffic and educate the subscribers about the latest happenings. Here, Hootsuite uses a simple yet effective layout and language that asks direct questions to pique the interest of its audience.

The aim is to lead readers to click on the “Start Now” button. There are two more pieces of information sent out with the primary content — redirected readers to more materials and a webinar with different CTA buttons.  

#6. Zendesk

This email by Zendesk aims to educate their existing leads through engaging content.

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Promoting blog content to subscribers is one of the proven ways to ensure engagement and stay visible. Zendesk does so with a purpose with this email to promote ebooks while nurturing their leads.

You have this two-paragraph email layout when it comes to the text. The first part highlights the problem, while the second offers the solution.

Before the reader reaches out to CTA, this email has an additional link to boost click-through rates and ebook downloads. In terms of aesthetics, this email uses a quality picture that catches the eye, compelling readers to follow the content in the right order, from subject line to CTA.

Conclusion

After looking at all these SaaS companies rolling out emails that entice readers, now it is your turn to get started. Remember, you will need an email marketing platform that offers an easy-to-use builder and adaptive email templates to pick out the best sample that works for your message.

Now that you know how successful SaaS businesses do their emails, determine the right approach for your business. Each of the emails mentioned above has unique qualities that make them exceptional.

These emails are tailored to satiate their audience’s tastes. Use these examples as inspiration to create your own email campaigns that your subscribers will love.



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MARKETING

Closing your team’s technical gap without hiring

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Closing your team's technical gap without hiring

It’s no comfort knowing you’re not the only one having trouble finding tech talent. Demand is high, supply is low. And everyone has teams and projects stuck in limbo.

What would be comforting is a solution. Well, here you go.

I’ve helped many marketing teams close the gap in their technical capabilities without writing a single job description. The reality is you have many more options than you can envision right now. All you need to do is expand your frame.

Expand Your Frame

When making a decision, framing helps you focus on the proper outcomes. The hard part may be setting the frame to the right size. Make it too small and you miss big chunks of the panorama. Too large and you lose the details. 

It’s also a fantastic way to think more strategically. While others are getting up in tactics, e.g., hiring, you can think of the outcome you’re hoping to achieve and determine the fastest way to get there. 


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The frame here is not that you need to hire someone, it’s that you need a certain set of tasks completed. Instead of hiring you should consider two other options: automation, i.e. no-code, and adjusting your team’s priorities. Looked at that way, you may already have all the skills you need.

No-Code & the New Engineers

The rise of no-code software tools is one of the most significant developments in the marketing world. No-code tools are meant to be used by non-technical folks. They have drag-and-drop interfaces and tend to be highly user-friendly. Examples include Zapier, Tray.io, and countless others.

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A huge problem for marketing teams is their technology is too complex. Doing anything significant means getting an engineer. Even sending emails requires technical help. With multiple no-code options in every category, there’s no need for this.

Instead of hiring someone to support marketing automation, find a software solution anyone can use. In practical terms, it means avoiding options like Salesforce, which requires in-house expertise, hundreds of pages of documentation and the proper alignment of the moon to make it work. Other solutions are drastically easier to use, though they may have less functionality. 

I tell my clients to prioritize the ability to connect their tools rather than just their raw capabilities. You may have the best email marketing solution, but it’s not as valuable if you can’t easily export data to a CRM. Be biased towards no-code, and you can avoid hiring.

I recently helped clients connect their Hubspot, Google Sheets, and a website using only no-code tools like Zapier. We were able to get everything done in a matter of weeks with no involvement from their engineers. In addition, the marketing team could send better-targeted emails and measure their performance better. All they needed were the right tools.

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Adjust Your Priorities

Think over how your team spent their time over the past week. Were they working on the highest impact tasks? Unfortunately, there’s a good chance the answer is no. It’s easy to fall prey to “busy work” or get stuck doing jobs that should be automated.

Bill Gates once said there’s no point hiring someone to do an inefficient process. You’re just scaling bad habits. Instead, clean up your processes before adding more bodies. You may discover plenty of time to research software tools and tackle new tasks.

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Read next: Broaden your marketing ops talent perspective

The fastest way to adjust your priorities is to run a time audit of your team. Ask each member to record how they spent their time over an average week. You can then work with them to figure out how to remove tasks from their plates. Low-hanging fruit includes manual input, work that no one sees or failure work—where tasks are redone multiple times. 

After running an audit for one team we found they spent way more time cleaning up data rather than using it. We figured out what was causing the errors and duplication, solving them through formulas and other measures. They were able to shift around 20 hours to other tasks. Many teams have similar hidden opportunities.

Digital-First Means Being Lean

Being digitally savvy isn’t about hiring as many people as possible. Digital channels offer the ability to be lean as you scale. Think of influencers who run channels with millions of views out of their parent’s basement. They have a lean but effective production. Years ago, the Instagram team had less than 100 people before being acquired by Facebook.

As you shift into digital, you have the opportunity to restructure your marketing teams and take advantage of trends like no-code. The first step is to expand your frame. After that, you might see more opportunities.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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About The Author

Ruben Ugarte is the global expert in Decisions, Strategy, and Data and author of the Data Mirage and Bulletproof Decisions. He helps executives at the most innovative medium and large enterprises find their hidden treasures and use them to dramatically boost performance, increase profitability, and make their teams world-class. He has done this across five continents and in three languages. His ideas have helped hundreds of thousands of people make better decisions.

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