Back for more -- or is it your first time here?

It doesn't matter either way. The only reason you're reading this is because your SaaS email marketing campaigns are failing.

And failure leaves a bitter taste in the mouth, doesn't it?

Let's do something about that. Right now. In five minutes or less, you'll know exactly how to approach SaaS marketing in 2024 and beyond: Keep reading.

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1. Drip, Drip, Drip

... Marketing campaigns.

Drip is the type of email marketing that works perfectly in SaaS. And no, not the "latest viral fashion" kind of drip: Relevant, perfectly timed emails that provide information and solutions exactly when your audience needs them.

A drip campaign strategically pings your target audience with prospects, each designed to nudge them further along their customer journey.

Timing is everything -- and this means understanding the lifecycle of your customers. You need to anticipate their needs before they even know they have them.

And it's not as hard as it sounds. There are two secrets to the magic:

1. Stay consistent

2. Craft every email to build on the last

Eventually, you'll find success. When and how that happens is different for every customer -- but when they've stewed for long enough and are ready to take their relationship with you to the next level, your emails will be there.

Waiting.

2. Experiment Like There's No Tomorrow

Nobody becomes a master of SaaS marketing overnight.

In a limitless world of marketing options, to experiment is to thrive. Cultivate a culture of testing within your marketing team.

From subject lines to email design, call-to-action buttons to content length -- each element is a chance to experiment. To learn. And to do better.

Embrace agile marketing. Be responsive to user data and user feedback -- and gather it if you don't have it. It's about short, iterative cycles of marketing campaigns that help you assess what's hot and what's not.

Analyze, iterate, rinse, and repeat. By fostering a test-it-and-see environment, the marketing ideas will blossom and evolve.

3. Design for Accessibility

Cater to everybody's needs.

It's not just an ethical imperative -- though that meshes well with your company culture. Instead, by making your email marketing accessible, you're reaching a wider audience. and fostering an inclusive brand image.

To create emails that are accessible to everybody:

• Focus on clear language

• Ensure your email templates are navigable by screen readers or keyboard

• Use alt-text for images

• Avoid confusing layouts

• Test until you get it right

Remember, how you communicate with your audience speaks volumes about your priorities. Prioritize accessibility, and you can communicate your SaaS values with every reader.

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4. Personalize at Scale

Personalization is the promise of delivering a unique experience to each user. Through the lens of SaaS marketing, this means knowing and speaking to the needs and interests of your subscribers. That's where user data comes in.

Segment your audience. Segment them based on their behavior and segment them based on their preferences. Where they're at in the customer journey (read: sales funnel) tells you how to tailor your emails to nudge them towards the next stage.

The art of personalization lies in the subtlety of it.

The name of the recipient in the greeting. Your name as the author, addressing them directly. Content that reflects their past interactions with your SaaS -- and recommendations that align with their interests (... as long as you're not recommending your competitors).

Deep, personal connections mature into transactional relations that grow your business -- and create loyal brand advocates in the process.

5. Tell Stories With Visuals

Visualize!

Humans (that's us) are visual creatures. The power of storytelling is undeniable, and the stories that have the biggest impact are visual in nature.

Visuals demand less of our brains. That's why it's easier to binge-watch Netflix than it is to chew through Tolstoy's War and Peace. Visuals capture attention, but they can also convey complex information in an instant.

And visuals convey information, too.

Color theory exists for a reason: Red is the color of love, passion, and anger. Orange is the color of warmth, summer, and creativity. Green is the color of nature, freshness, and yes, money.

Create visual narratives by combining eye-catching images with solid foundations in color. Your visuals should be striking, but they should complement each other. Avoid using colors that conflict with each other.

Make the most of custom illustrations and GIFs -- or even hire a freelance artist to add some extra spice to your marketing options.

6. Automate With AI

Let's face it: You're in SaaS. You're probably already experimenting with AI; it's baked into the job description.

But AI isn't just a tool for automation. It's a tool for innovation. Use AI to explore new marketing ideas and expand on the types of marketing you're using.

Test hypotheses. Predict user behavior and determine optimal send times. Push the boundaries of what's possible in SaaS email marketing.

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7. Stay GDPR Compliant

This one's less of a strategy, but it bears mentioning.

Data privacy regulations like the EU's GDPR and the strict regulatory framework of California's CCPA aren't optional nice-to-haves.

Fundamentally, regulations like these are about protecting user data. It's harder for users to "accidentally" opt-in to your mailing lists, and in rare cases you'll be forced to scrub their data from your servers.

But it isn't all doom and gloom. As long as you stick to double opt-in and the principles of informed consent, you're (at the time of writing) mostly good to go.

Remember too that you're safeguarding the integrity and reputation of your SaaS by staying compliant -- and that laws can change quickly. So stay up to date.

Master SaaS Email Marketing

SaaS email marketing isn't a playbook or a series of tactical maneuvers to follow by the book.

In 2024 and beyond, let your emails reflect your innovative spirit. Keep in mind that every email you write drives your business forward. And never look back.

Pamela Dale is a veteran marketing coach who has worked with some of the biggest names in the industry. Looking to connect? Click here to arrange a consultation.

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