How to Make Email Marketing Work for Your SAAS Business

Building a profitable and sustainable business is a goal that all solo entrepreneurs aspire to. For most, creating a side business is the key to reaching this goal. Having a steady source of income, which you can reinvest in further growth, is what drives most individuals to consider a business model like the SAAS (Software as a Service).

These businesses, typically, allow for customers to subscribe to receive automated emails with special offers, product tips and tricks, and more. The idea behind this type of business is to create sustainable, profitable models that don’t depend on excessive advertising to function. And, since email marketing is one of the most effective and affordable forms of marketing available, many solos have taken the plunge and developed successful email marketing campaigns.

So, if you’re looking to develop a successful email marketing strategy for your SAAS business, check out these helpful tips.

Prioritize Unsubscribe Over Subscribers

Have you ever received an email from a brand or business you didn’t remember signing up for? Chances are, you’ve been subjected to at least one of these emails. Each time you get one of these emails, you have to spend a good ten minutes untangling yourself from the digital clutches of the sender. While this may not seem like a major inconvenience, the reality is that this is a lot of wasted time.

The number one rule of thumb for any email marketing campaign is to avoid having too many subscribers. It’s easy for a business or brand to lose track of all the emails they send out, so it’s essential that they have a clear unsubscribe process in place. Without one, you’re risking your email being added to a spammer’s list, which, in turn, could damage your business’ reputation. Plus, having too many subscribers can strain your budget as you’ll need to keep offering fresh content to keep them engaged.

Personal Touch Is Paramount

One of the major differences between traditional retail and e-commerce is the lack of face-to-face interaction. That is, until now. With the rise of the ‘micro-merchant’, more brands are trusting that personal contact over digital interaction will help establish a relationship with their customers. While it may be easier to buy something and have it delivered to your door, in this digital age, personal contact is becoming more relevant than ever.

So, what does this mean for your email marketing strategy? In today’s world, consumers often expect a real-life experience when engaging with brands or businesses via email. As a result, if you don’t offer some sort of personal touch, like a face-to-face meeting or an phone call, you may find that many subscribers are less likely to engage with your brand.

Pro-Active versus Re-active Campaigns

In the world of digital marketing, there is always the option of having a pro-active campaign or a re-active campaign. A pro-active campaign is launched upfront, in advance, of a specific event or activity. So, it usually entails some sort of advertising activity, which is measured to determine the effectiveness of the campaign.

For example, if you are launching a new product and want to determine the demand for that product, you would run a pro-active campaign to do so. In this case, you would target people who have already shown an interest in your niche by means of social media, in-house blogs, or other online platforms, with an offer to buy said product.

A re-active campaign is usually launched at the end of a specified time period or event. So, you would measure the success of a re-active campaign based on the number of sales that took place within a predetermined time frame. For example, if you are running a food truck festival and want to promote a specific sandwich, you would run a re-active campaign on social media, inviting people to come down to the festival and try the ‘famous sandwich’.

As you might imagine, having a re-active campaign means you would need to measure the number of people who interacted with the campaign in order to determine the effectiveness of the campaign. If you don’t have enough interaction to work with, you would have to start over again. On the other hand, a pro-active campaign allows you to see results almost immediately and gives you the opportunity to refine, optimize, and scale your efforts, as necessary.

Invest In Automation

It’s no secret that managing a profitable email marketing campaign is difficult. Especially, since there is an endless amount of variables that could affect the success of the campaign.

Manual execution of an email marketing campaign is highly inefficient and, in most cases, is simply not sustainable. In order to have a successful email marketing campaign, you have to automate as much of the process as possible. And, since much of email marketing is done on a weekly basis, it is crucial that you utilize automated email deliverability and engagement tools to ensure that your emails reach the inboxes of your subscribers.

Developing a reliable system for sending automated emails is a difficult task, and it takes a lot of trial and error to figure out the best strategies for your specific needs. However, once you do, you’ll be able to scale your efforts quickly and increase your profits without any additional human intervention.

Emails are a quick, easy and cheap way to reach potential customers and it’s the perfect platform for delivering high-quality content to interested parties. But, in order to reap the benefits of this inexpensive yet effective form of communication, you have to put in the time and effort to ensure that each message successfully reaches its intended audience. Follow these tips and tricks, and you’ll be on your way to a successful email marketing campaign in no time.

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