4 Email Marketing Best Practices for SaaS

There is a reason why inbound marketers eat, breathe and sleep email capture. Email addresses represent our sole indication of interest. They are our audience’s way of opening...

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There is a reason why inbound marketers eat, breathe and sleep email capture. Email addresses represent our sole indication of interest. They are our audience’s way of opening the door, inviting us to tell them more and that they actually do care about what you have to say. When someone submits their email info on our site, signing up for a newsletter or downloading a white paper, it gives inbounders a warm tingly feeling inside. “You like me, you really like me!”

But how many of you actually read every email you get? Do you just skim the body of content? Do you even bother to open? With so much promiscuity in the world of subscribe (think of how many blogs or newsletters you have subscribed to in your lifetime), it’s more difficult than ever to grab someone’s attention.

Still, this doesn’t mean that email is dead rather that it has evolved. Here are 4 ways to rethink your email marketing strategy and amp up your game:

1. It’s Not All About You!

Vector Concept Ego Man

It’s a turn off when someone only talks about themselves. Same with email marketing. Avoid mentioning too much about your brand and what you do. Focus on interesting facts or stories that relate to what you do but never call out your own name. It’s annoying and makes you lose creditability.

2. Value and Freebies

Hand holding a speech bubble with the word content  and yellow c

Your email nurture campaigns should always be adding value for the audience. Share something useful and compelling, something so curious that they’d bring it up during a meeting, “Did you know that….” Although you should never speak about your brand, this rule is flexible if you are giving something away. We all need more sales aggressive email nurturing that encourage more bottom of the funnel leads to convert. When doing so, always be sure to throw in a little something extra, a carrot. Make the offer seem exclusive to whoever just so happens to open this email to entice them to take action.

3. The Hook

Hook Of A Mobile Lifting Crane

Unfortunately, like titles, popular subject line trends are constantly evolving and you need to be quick to keep up. One thing is for sure, avoid being spammy. Avoid capital letters, “free”, “now”, etc. Not only does it turn your reader off, it also makes it more likely that you’re email will make it to the spam folder (and stay there).

4. Call to Action

Let's Do This

Every email needs an intention. You either want them them to sign up for something, buy, share, like, etc. Make every email count and include a call to action. Be explicit in your call to action and give them a reason why they should click. Make this call to action stand out in the email, so avoid hyperlinking everything that is hyperlinkable in an email. Don’t distract your audience from the action you want them to take.

by Veronica French @veronicafrenchy

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1 comment

  1. Emily Veach

    I’d add something like, “Put yourself in the reader’s shoes”.

    When I’m writing an email that will be sent to multiple people, I start by addressing it to one person I know personally and writing it as if she’s the only recipient.

    This helps me focus on that person’s needs. If I don’t have a good answer to the question, “Would I click/share/read?” … I write something better.

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