SaaS Email Marketing Optimization Strategy: Everything You Need to Know


In fact, the best-performing SaaS companies are more focused on email conversion rates than ever before, as email continues to reign as their strongest sales channel. To optimize their Saas email marketing campaign for maximum conversion, they focus on these four email metrics:

  1. Email delivery
  2. Open rate
  3. Click-through rate
  4. On-page behavior (the page you’re linking to in your email)

In this post, we’ll share a framework that lets you create a high-conversion email campaign that crushes your revenue goals.

But first …

What you need to know before you start optimizing your SaaS email marketing campaign

Before you begin your email campaign optimization process, make sure that:

  1. Web traffic that is high enough to measure. (If you don’t have enough volume or subscription data, it’s best to focus on increasing traffic instead.)
  2. Email performance tie clean business goal. (Unless you’re clear about the purpose of your business, you can only optimize basic metrics, such as open and clickthrough rates. This is a good starting point, but won’t lead to long-term improvement.)
  3. Your goal is a thorough understanding of the audience. (If you don’t have a strong idea of ​​your target audience, it’s hard to create more engagement and more conversions.)

What you need to know before you start optimizing your email campaign

Before you begin the process of optimizing your SaaS email marketing campaign, make sure that:

  1. Web traffic that is high enough to measure. (If you don’t have enough volume or subscription data, it’s best to focus on increasing traffic instead.)
  2. Email performance tie clean business goal. (Unless you’re clear about the purpose of your business, you can only optimize basic metrics, such as open and clickthrough rates. This is a good starting point, but won’t lead to long-term improvement.)
  3. Your goal is a thorough understanding of the audience. (If you don’t have a strong idea of ​​your target audience, it’s hard to create more engagement and more conversions.)

How to choose which emails to optimize?

Even if you optimize an email, it won’t do much good if the email doesn’t add much to the results of your campaign.

So how do you determine which emails will have the greatest impact on your entire campaign?

If your goal is to increase the engagement of a campaign, focus on your welcome and email nurturing.

Focus on your promotion and sales emails if you want to optimize for campaign conversions.

When you start with a specific goal in mind, you know how to choose which emails to optimize, allowing you to do more with less.

A step-by-step process to optimize an email in your marketing campaign

No matter how long you’ve been doing email marketing, sending an email triggers a chain of events.

After viewing the subject line of your email, recipients are encouraged to open and read it. As soon as they click on the links in the email, a certain action must be taken on the site.

You want to streamline these events by improving the following:

1. Email delivery

Did you know that 14.7% of opt-in emails never reach the inbox? This means that a significant portion of your potential audience will never hear from you.

This is partly because email delivery is affected by a wide range of factors, such as email copy, send volume, spam score, and the email marketing platform you use.

You can maximize email delivery by optimizing the following:

3 Sender Name: This helps if the sender’s name is recognized and there are no spam-trigger words.

3 Email address white list: You can ask customers to whitelist your email address. That way, they won’t get your emails in their spam folder.

3 Email Format: Providing email versions of both HTML and plain text enhances deliverability.

3 Double opt-in: A user needs to confirm twice to add to your email list. Asking for a second confirmation reduces the chances of spam detection.

3 Unsubscribe link: To avoid spam complaints, your email should include an unsubscribe link.

2. Email open rate

Higher open rates mean more chances to see your offer. To aim for an open rate of 50% or more, you’ll want to focus on one key element: your subject line!

The whole journey of your email begins with the subject line. Curiosity should immediately draw their attention.

Example of top-conversion subject line formula:

“Subject line with” how to “(e.g. how to turn your blog into a 7-digit asset?)

Make your offer timely (e.g. how do you reach your revenue target in 2022?)

Peak curiosity (e.g. 73% conversion growth with this unpopular CRO strategy)

Personalize it (like Paul the question for you …)

Tips for a clickable subject line:

● If it is more likely to be trimmed by the width of the mobile screen, keep it short.

Answer your recipient’s question: “What’s in it for me?” (Describe exactly what is inside; otherwise, it’s ClickByte!)

পরীক্ষা Test with different subject lines and keep an eye on their open rate.

To perfect your subject lines, use free tools like Send Check Brick, Subject Line, and CashDuel. They help you check the subject line and schedule (because there are good and bad times for sending email promotions!)

When you finally see a sufficient open rate, proceed to optimize the body copy of your email.

3. Email Body and Call to Action (CTA)

Before you make a purchase decision, your customers need time to warm up to you and your offer.

To stay on top of the mind and be relevant, you need to have creative flexibility. This means that your marketing campaign should include your various topics and message formats:

3 Announcement: Invite your customers to a live event, podcast episode or free download.

3 Case study: Show how your strategy has helped someone else achieve their goals. Be sure to mention the strategic advice and practical tips.

3 Mini blog post: This is when you create valuable content to nurture your customers. You can take a blog that you wrote in the past and reuse it in a short email-based version.

3 Story: Weaknesses are a key element in building relationships with your customers. So the question is, “What are the valuable lessons or adaptations of your story that your audience can apply to their own lives?”

3 Insights: Give them a product tour, show them your workday or introduce them to your team.

3 Survey: Send an email to your users for feedback.

To get more content ideas, browse Facebook groups to see what people are up to You can send a survey to your customers.

And most importantly, each email must always include a call to action. This is the core of your campaign. Without proper inquiry, your email will not work. Make sure the call to action is made at the right time during your user’s customer journey.

Next, we’ll look at optimizing on-page behavior.

4. Landing page

Optimizing your emails can be a waste of time and energy if you do not perform the links you are linking to.

A good rule of thumb is to always take your email recipients to the most efficient landing page. This greatly reduces the hassle of action for users. Be sure to optimize your landing page, conversion funnel, and user experience before sending an email campaign.

To optimize your landing pages for maximum conversions, focus on these areas:

3 Title: It is important to focus your title on something that your potential customers find appealing to them (which you provide).

3 Helpful copy: Try different forms of social evidence such as descriptions, case studies and testimonies. Also, lower the reading level of your copy to 5 or 6 grades with tools like Hemingway.

3 Social proof: Pictures, stories and comments from satisfied customers can all drive conversions.

3 Call to action: Action-based CTA actions make your audience more likely to act quickly. Also, match the CTA with what readers are looking for.

3 Format: Clean and simple pages will help you achieve your conversion goals faster. The copy should be split into bullet points or told as a story. If your readers do not click on your CTA, try other button colors, sizes, and repeats. Use heatmap tools like Hotjar to see what your users are focusing on.

3 Photos / Videos: Photos and videos can keep people on your website longer and add them to your content Additionally, use videos to make virtual tours to help visitors understand how good your facilities are.

3 Trust driver: PayPal and VeriSign can increase conversion rates with trusted symbols. Not to mention phone numbers, live chat, warranty, frequently asked questions and privacy policy.

3 Technical issues: The dam of human patience is breaking due to technological delays. Without a smooth purchasing process and fast page speed, you run the risk of losing your visitors.

You can optimize your landing pages by optimizing one area at a time and continue testing.

The latest thought

And there you have it! An easy way to get the most out of your SaaS email marketing campaign. Start by making sure your emails have been delivered and then use top-converting subject line formulas to reach higher open rates. Your marketing campaign should include a variety of email topics and formats to keep your readers engaged. Finally, create a smooth user experience on your landing page that drives human activity. Now that you have this formula, you know how the top SaaS companies optimize their email marketing campaigns.

Did you find the strategies listed in this article helpful? What are some of your favorite ways to optimize an email marketing campaign? How did they work for you?

About the author

Davis Truen is a technology-oriented freelance B2B copywriter. You’ll usually see him create educational and awareness-raising content for the big SaaS brands. In his spare time, Davis enjoys outdoor activities with his family and is obsessed with ice-cold chocolate.





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