Whether you have just started a new business, or whether you have been running your own SaaS company for a while, we are certain that you will be looking for ways to expand your marketing efforts.
Besides social media and SEO optimization, one of the most successful ways of heightening the reach of your brand, and increasing your conversion rates is by overhauling your email campaigns. Research shows that even after years of dominating digital marketing, email marketing is still one of the most popular strategies and has undisputable benefits. In fact, with over 3.9 billion users, you have the chance to reach your customers at any time of the day with very little money spent.
In fact, for every $1 spent on email marketing, you can expect an average of $42 in return. This means that you need to keep your email strategies fresh and trendy to keep reaching out and hooking in new customers. You will also need to keep your content updated and informative to keep bringing the existing customers back for more. So, just what do you need to do to keep making this a success?
Keep Building Your Lists
The first thing that you need to take a look at is how to keep your lists growing at all times. If you are a start-up, you will need to come up with some interesting ways of building up your lists from scratch. Let’s face it, people don’t simply hand over their email addresses easily.
One of the first ways you can acquire an already generated list is by actually buying over an already established site. Not only does this come with established traffic and a developed site, but it usually has already established lists, too. There are a number of market places where you can search for a SaaS business for sale and acquire one for yourself. You can then concentrate on growing the business further from the acquisition.
Secondly, look at using social media to grow your email lists. By running giveaways, referral campaigns, and by posting premium content that requires a sign-in, you can start rapidly growing your lists. This will give you even more reach and a higher conversion rate as your subscribers are actually interested in your products and services.
Make Use of Online Tools
Luckily for you, email campaigns don’t need to be absolutely time-consuming and complicated. There are hundreds of online tools that have made the process of email marketing swift, effective, and efficient. From mail merge solutions to email scheduling, template building, and contact segmentation, the options are endless.
What is better is that most of the tools have all of the features already built-in, so you can do everything from one place. It might be worth your while doing a comparison of a few tools to see which one would suit your unique needs better.
If you are starting off, take some time in getting to create your process and then automate the whole thing. It will save you time in the future to really concentrate on refocusing your attention on other strategies and running the business.
Measure, Monitor and Track Your Email Success
There are a number of ways to track how successful a campaign has been. In fact, there might be almost too much data, but keeping an eye on it is critically important to your business. Not only can you track your conversion rates and traffic onto your site, but you can also understand what content works and what draws your customer on to your page.
Let’s take a look at an example. Say you have campaigns planned for every week over the month. Weekly emails are paired with social media and blog posts, and every week a new campaign goes out. You can track the traffic that has been driven from all posts on Google Analytics and determine how many converted into paying customers. So, if you are using social media to grow your database, or using it to extend your reach, you can track that success on GA.
You can also monitor the open and click-through rates on the email platform. With all of this data, you can start seeing what content generates a lot of interest and what people are interested in. It then becomes easier and easier for you to plan content as you will know what your audience is interested in.
Focus on Personalization
We touched on this briefly earlier but had to go into it in more depth. Personalization has, over the years become more and more important for email open-rates. It has also become more achievable with the evolution of technology and development of the online platforms.
Statistics show that personalization is 90% more effective as your audience is more likely to favor emails personalized for them. So, throwing in some personal touches like using their first names, or sending them content that they want to see will incredibly increase the success rate of your emails.
Luckily, email platforms actually make this easy to do. Segmentation allows you to group together your contacts based on different interests or demographics and allows you to target these audiences with content that they want to see. Using the right tools, you can track browsing and habits and target them accordingly.
You can also track if they have something left in their cart, when their last purchase was and when they would need to make another one. An email prompt to let them know that the product is still available or discounted might give them the push they need to convert.
Email marketing is one of the key touchpoints in the customer journey. So, you will need to consider your branding and messaging and keep it uniform across your site and brand. Ensure that you are continuously surprising and delighting your customer. If your customer has only subscribed for one month, for example, consider giving them a discount for a six-month subscription to hook them in longer once their one month is up. Remember to keep your content as informative and educational as possible. An empowered customer is a loyal customer, so keep that content going out and you should see your business growing over the next few months.