Why Is Email Marketing Important to Your SaaS Brand

Why Is Email Marketing Important


Email marketing is an important part of any brand’s digital marketing strategy, but it is especially important for SaaS brands. 

According to a survey by HubSpot, email marketing is an extremely effective and efficient marketing strategy that allows you to reach your target audience. 1 in 2 media planners use emails and that number is only going to grow this year. 22% of planners are planning to leverage email marketing for the first time, so if you’re not using it yet, now is the time to start.

In this article, you will learn how to create the perfect email marketing strategy for your SaaS brand.  If you’re new to email, here are some reasons to take advantage of this digital marketing strategy.


Reasons to Use Email Marketing for Effective SaaS Branding


Email marketing is an effective way to reach out to customers and promote your SaaS product for the following reasons:


Reach a Large Audience


Email marketing is a great way to reach a large audience with your SaaS brand. It’s an affordable way to connect with potential and current customers, and it can help you build relationships with them.

Almost everyone checks their email every day, some checking as many as 20 times. 58% of people check their email as soon as they wake up. For many, it is the first thing they do in the morning. Checking email has become a habit for most people.

Email marketing helps you stay top of mind by sending regular updates about your product or service. It also allows you to provide valuable content that can help customers make the most of your product. And, when done correctly, an email marketing campaign can generate leads and sales.

To get started with email marketing, create a list of subscribers and their respective email addresses, and design a series of emails that will interest them.

Then, launch your campaign and track the results. As you gain more experience, you can fine-tune your approach to ensure that you’re getting the most out of email marketing for your SaaS brand.




Email marketing is a cost-effective solution for SaaS brands. Email allows you to reach your customers directly, and it’s one of the most effective channels for driving conversions.

In a recent study, 59% of respondents said that marketing emails have influenced at least one of their purchases. This number is unsurprising, as marketing emails are a great way to directly target every potential customer.

In fact, 70% of respondents say that they open marketing emails most of the time or always. This high open rate indicates that if you’re not using marketing emails, you’re missing out on a great opportunity to reach potential customers.

Additionally, email marketing is a great way for any marketer to build relationships with their customers and keep them engaged with their brands.

Email marketing can be an especially cost-effective solution for SaaS brands because it allows you to target your customers based on their interests and past behaviors. Additionally, email marketing can help you improve customer loyalty and increase customer lifetime value.


Personalized Messages


Email marketing is a great way to create personalized messages for your SaaS customers. You can use email marketing to keep your customers up to date on new features, announce changes to your pricing plans, or send them exclusive offers.

You can also use email marketing to create targeted campaigns that are customized for each individual customer. For example, you could segment your customer list by location and send them a special offer for a product that is only available in their region.

Email marketing can also be used to build relationships with your customers. You can send them congratulatory messages when they achieve a milestone, or send them sympathy messages when something goes wrong.

Ultimately, email marketing can help you create more personal connections with your SaaS customers, which can lead to more sales and happier customers.


Increased Engagement


Email marketing is an important marketing channel for any business, but it’s especially crucial for SaaS brands. Email allows you to stay in touch with your customers, keep them up-to-date on your latest offerings, and increase engagement with your brand.

There are a few ways to use an email marketing tool to increase engagement with your SaaS brand.

  • Make sure you’re sending the right content to the right people. Segment your lists based on demographics and interests, and send targeted content that will interest each segment.
  • Make sure your emails are well designed and easy to read. Use a clear font, clean layout, and plenty of white space so that readers can quickly scan the email and find the information they need.
  • Use calls to action (CTAs) to encourage readers to take action.


Higher Conversion Rates


Email marketing has grown to become one of the most effective means of reaching and converting customers for a SaaS brand.

In fact, according to a study conducted by Barillance, email marketing yields an average conversion rate of 15.22%, which is significantly higher than the average conversion rate for other digital channels such as paid ads (2.5%).  

There are several reasons why email marketing is so successful for SaaS brands. For small business owners and starters, email allows you to target your customers with laser precision, thanks to the wealth of data that’s available about them.

With the help of powerful email marketing automation tools featuring segmentation and triggered emails, you can create highly personalized messages that are more likely to resonate with your audience.


Greater ROI


Email marketing is a great way for SaaS brands to reach a greater ROI. Email ROI, or return on investment, is an impressive 36 to 1. This means for every dollar spent on email marketing, there is a 36 dollar return.

This is an incredibly high ROI and proves that an email marketing strategy is a highly successful way to reach consumers.

Sending out regular emails to customers not only helps keep them updated on the latest company news and products, but also reminds them of the importance of your product or service and encourages them to come back and use it again.

Email marketing can help create a community around your brand and product, fostering customer loyalty that can lead to increased sales and revenue in the long run.


Increased Customer Loyalty


In order to create customer loyalty, it’s important to first understand what drives customer loyalty. There are three main drivers of customer loyalty: perceived value, emotional connection, and self-efficacy.

Perceived value is the degree to which customers believe they are getting good value for their money.

In order to create a perceived value that encourages customer loyalty, a SaaS brand should focus on delivering high-quality products and services. Additionally, they should offer features and pricing that meets or exceeds customer expectations.

Emotional connection is the bond that customers feel with a company or product. In order to create an emotional connection with customers, SaaS brands should focus on developing personal relationships with their customers.


How Can a SaaS Brand Get the Most Out of Email Marketing?


Email marketing can be a great way to connect with customers and keep them up to date on your company’s latest news and products. However, it’s important to make sure you’re using email marketing in the best way possible for your SaaS brand.

Here are a few tips:


Segment Your Email List


Segmenting your list allows you to target specific customers with tailored messages, which can result in better open rates and conversions. It also helps you to understand your audience better, so you can create content that appeals to them.

There are many ways to segment your list, and the best approach depends on your business and its goals. Some common ways to segment include:

  • Location
  • Demographics (age, gender, income)
  • Interests (lifestyle, hobbies, etc.


Personalize Your Emails


Generic emails that are sent to all of your subscribers will likely result in fewer clicks and conversions than personalizing your messages for each individual recipient. 

Sending a personalized message shows that you took the time to understand what the person cares about, and it can make them more likely to respond positively to your offer. It also helps to build a relationship with your subscribers, which can lead to more long-term loyalty and repeat business. 

There are many different ways to personalize an email, so don’t be afraid to get creative. You can use data gathered from previous interactions with a customer, or simply ask them what they’re interested in.

Whatever approach you take, make sure that the content of your emails is relevant and interesting to each individual subscriber.


Use Dynamic Content


Dynamic content is personalized for each individual recipient, which means that they see information that is relevant to them. This increases the chances that they will take action, such as making a purchase.

SaaS platforms make it easy to create dynamic content. You simply enter the information that you want to include, and the platform takes care of the rest. This means that you can create customized messages quickly and easily, without having to spend a lot of time or money.

Dynamic content is also more likely to be opened and read than static content. In fact, research shows that personalized emails are up to six times more likely to be read than those that are not personalized.


Send Triggered Emails


Triggered emails are messages that are sent as a result of an action taken by the recipient. For example, you might send a triggered email when someone signs up for your product, abandons their cart, or confirms their subscription. 

There are several benefits to using triggered emails.

  • They can help you increase engagement by targeting subscribers with relevant content.
  • They can help you convert more leads into customers by reminding them about your product or providing them with additional information.
  • They can improve customer retention by reminding subscribers about the value of your product and helping them get the most out of it. 

For more types of emails you can use, check out our recent post on What Are The Types Of Email Marketing That SaaS Businesses Should Use?


Use A/B Testing


A/B testing allows you to test different versions of an email campaign to see which performs better. You can test different subject lines, email content, call to action buttons, and more.

By testing different subject lines, for example, you can determine which are more likely to get your emails opened. You can also test different content and call-to-action buttons to see which result in more clicks and conversions.

For example, are people more likely to click a link in your email if you offer them a free e-book or if you offer them an instant discount on your product? 

By constantly testing and experimenting, you can fine-tune your campaigns to get the best possible results.


Integrate Email Marketing With Other Channels


When used effectively, email marketing can help you achieve your business goals, including increasing sales, building brand awareness, and driving website traffic.

However, if you’re only using email marketing as a standalone tactic, you’re missing out on the potential benefits that can be achieved by integrating it with other marketing channels.

For example, by integrating email marketing with your social media campaigns and content marketing strategies, you can reach a larger audience and drive more traffic to your website.

Make sure that you link to your website, landing page, or social media profiles so you can redirect your subscribers to your promos, dev logs, or any important announcement that you want your customers to know.

By using a SaaS-based email marketing platform like Mailchimp or Aweber, you can take advantage of sophisticated targeting and segmentation features that can help you reach the right customers with the right message.


Final Thoughts


Email marketing is an important part of any SaaS business’ marketing effort. By creating attractive and engaging email newsletters and sending them to your subscribers on a regular basis, you can keep them up-to-date about your SaaS product’s latest development, and encourage them to visit your website or subscribe to your software.

As with any type of marketing, it’s important for any SaaS founder to test different strategies to see what works best for their brands and subscribers, and to continually improve their email marketing campaigns.

Should you need more help in growing your SaaS business, don’t forget to check our blog for more marketing tips.

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Ken Moo