email marketing strategies

6 Effective Email Marketing Strategies for SAAS Businesses

The SAAS business model looks appealing but it’s always an uphill battle building a company from the ground up. However, the challenge doesn’t end with the launch, but instead, it opens up a doorway of countless other challenges to deal with. One of the challenges is building an effective email marketing strategy for a SAAS business that works like a charm.

Some startups have a fantastic email marketing strategy in place. We all have seen invite-only SAAS tool subscriptions in the beta phase, or a series of emails we get once you sign up for a SAAS product.

I’d dig deeper into these email marketing tactics for SAAS businesses down the road, but before that, I want to give you some perspective on the hardship of entrepreneurship.

Finding the right idea is hard enough, let alone making a successful company. Most startups appear to be the next big thing on the outside, but the majority of them fail. It’s the harsh reality of the entrepreneurship world.

Every SAAS business goes through pretty much the same startup journey. Once an idea moves past the ideation phase and manages to reach the MVP stage, it opens a Pandora box of marketing tactics, growth hacks, and sales strategies.

One of the areas the founders should pay close attention to is the email marketing strategy for their SAAS businesses. Since most of you haven’t had a chance to build an email marketing strategy before, so it’ll be good to discuss the fundamentals of email marketing for a SAAS business to brush up on the email marketing techniques.

There are two key reasons why discussing an effective email marketing strategy for a SAAS business is vital:

  1. The majority of SAAS businesses tend to focus on social media and online advertising as compared to email marketing
  2. Most entrepreneurs aren’t educated on the usefulness of a successful email marketing campaign

Have you ever noticed that you immediately receive an email upon signing up for an online subscription? That’s the beginning of the email marketing journey between a user and the company. It depends on the effectiveness of the email marketing campaign that how the company engages the user throughout the journey.

I have a handful of examples to help you understand how you can develop an effective email marketing strategy.

I’ll take a few seconds to explain what a SAAS business is, just in case. And, then I’ll jump over to building an effective email marketing strategy for a SAAS company.

What’s a SAAS Business?

SAAS is an acronym for software as a service. It’s online web-based software that provides a solution and accessible to the users anywhere through the internet. Most SAAS products are cloud-based services that are designed in the CRM, Payroll, Marketing, Social Media, and Project Management genres.

Nowadays, it’s impossible to think of a SAAS product without mobile integration. The majority of the top-notch SAAS products across all genres have mobile apps for Android and iOS. The SAAS companies make sure that they provide data accessibility and a better user-experience to the users on smartphones.

What’s an Email Marketing Strategy?

An email marketing strategy is a set of tactics that email marketers use to engage the audience and deliver the core message via a single or a series of emails. The gist of email marketing is to engage users to opt for your email marketing newsletter and send them the information they’d love to consume via emails.

Furthermore, an effective email marketing strategy has various pillars such as automation, email opt-in tools, email copy, call-to-action-buttons, email sequence, and much more.

Let’s shed some light on how to set up an email marketing strategy for a SAAS company.

Building an Effective Email Marketing Strategy for a SAAS Business

Here are the fundamentals involved in establishing an effective email marketing strategy for a SAAS business:

#1: Email Marketing Setup

First things first, you got to have an email marketing software that does much more than sending emails to the email list. You would have to know a whole heap of things in email marketing, but to start things off, sign up to a reputable email marketing service. Aweber, MailChimp, ActiveCampaign, and ConvertKit are widely popular email marketing services out there.

Before you click on the checkout button, make sure that the email marketing service you’re opting for has the following key features:

  • Email Automation: To create automated email sequences
  • Integrations: To make sure that you could link your email service with the top-notch opt-in tools
  • Templates: To use pre-designed HTML email designs
  • Drag & Drop Tools: To speed up the newsletter creation process
  • Groups & Segmentation: To separate the subscribers according to the need
  • RSS: To send out the latest blog posts automatically to the subscribers
  • A/B Testing: To analyze the performance of different campaigns

When you step into building a SAAS business, you come across so many expected challenges to deal with. One of the fundamentals of digital marketing is establishing an email marketing strategy.

To kick things off, you got to have an email marketing strategy in place right from the beginning.  Give your input in writing the copy of the email sequence, so that you have an overview of what you’re about to send out to the subscribers.

Delegate the email marketing campaign set up to an expert for digging deeper into analytics, testing, and results. A lot of companies don’t frequently send out custom email newsletters, but instead, heavily rely on email automation. They set the email sequence in a way that the software keeps sending the emails.

Discussing automation or RSS or sequences would be irrelevant if you haven’t signed up for an email marketing service. So the first step is more or less is getting your hands on the email marketing software and get familiar with the features.

#2: Funnel Creation

Funnel creation encapsulates the whole process of bringing traffic, attracting visitors, and capturing leads through an organized content marketing plan. Simply put, a funnel refers to the brief journey of the website visitor that begins from the landing page and completes with the click on the CTA button.

If you haven’t thought this through during your email marketing strategy building, then you haven’t done a good job at building your email marketing strategy.

Pro-bloggers are pretty good at creating funnels to build email lists by offering opt-in bribes. The chances are, you aren’t sure what an opt-in bribe is. So an opt-in bribe is a freebie that experts or businesses offer to the subscribers for joining their email list. It’s a vital part of the email marketing strategy, and you’ll hear more about it later on.

To understand the nitty-gritty of funnel creation, you should know the following elements:

Opt-in Tool Selection

An opt-in tool is a product that allows users to collect email addresses. They’re used on both blogs and websites to build email lists. To get off the ground, you need an opt-in tool besides email marketing software to roll. So the opt-in tool selection is a backbone of an email marketing strategy. OptinMonster, MailMunch, and Bloom are popular opt-in tools out there for collecting names and email addresses of website visitors.

Landing and Squeeze Pages

A landing page is a website page where website traffic lands through organic search, paid traffic or social media engagement. The purpose of a landing page is to push the visitor down the funnel; you can provide the download button on the landing page or place an opt-in form to download the goodie.

A squeeze page is a landing page where websites or blogs collect email addresses once the visitors click on the call-to-action button or advertising banner or a sponsored link.

Landing and squeeze pages come in handy when your website starts to get some traction, and they play a pivotal role in taking your email marketing campaign to the next level.

Freebies or Opt-in Bribes

You got to have something attractive for the audience to take action on your call. If you’re simply putting a subscription opt-in box to get updates, you won’t see much attention. Who wants updates from a business? People want stuff that could help them solve their problems. Offer valuable goodies that attract people and make their lives easier.

Companies come up with useful checklists, ebooks, and video courses as opt-in bribes to entice the audience to sign up for their email newsletters.

Website Copy

The website copy is the text-part of the website. It’s impossible to push a visitor to click-through the CTA to check out the landing page if the website copy is unattractive. The same rule applies for blog posts; you can’t put out the worst content and expect people to sign up for your email newsletters.

Similarly, a well-written copy also comes in handy when you’re building a funnel. It’s highly unlikely that a visitor would sign-up for your newsletter if there is a typo on your opt-in form. Consider copy as an essential part of the funnel whether you’re using an email opt-in box underneath your blog post or you’ve set up a landing page for a freebie.

The above-mentioned four elements can make or break your email marketing strategy as the funnel is one of the pillars of email marketing.

So the funnel creation doesn’t only mean setting up an opt-in form or popup and deliver a goodie on a squeeze upon the signup. Rather, it’s a process of engaging the website visitors through delivering value upfront and infusing the idea of getting more out of this by joining in the list.

As a SAAS business, you should do what most digital marketing and content marketing agencies often do: give out free ebooks through an email funnel and collect email addresses of the interested audience.

For example, Oberlo is a leading platform for finding products to sell online. They have an excellent funnel in place. Oberlo offers several ebooks to the audience through their email opt-in funnel:

When you click-through the ebooks, they ask to become a member to get free access to the ebooks.

And, that’s how they gain subscribers.

Isn’t it smart?

#3: Useful Content Publishing

When we sit down to talk about email marketing, we often get swamped by the email marketing tools, automation, segmentation, and other features so much so that we ignore other stuff.

One of the important factors in making any email marketing campaign successful is to publish useful content alongside your email marketing efforts. If your articles suck, it’s hard to say that people would want to subscribe to your email list.

If I were you, I’d pay close attention to putting out valuable content for the audience. When you publish high-quality content, it goes a long way.

Don’t confuse well-written content with high-quality content; any irrelevant article could be well-written. Therefore, a high-quality article isn’t just written very well, but it’s also helping the audience, meaning it’s a great fit for the site.

When you publish a high-quality article, it does the following things:

  • Brings organic traffic to the site
  • Engages the readers with the site
  • Increases social media sharing
  • Attracts more audience through social media
  • Helps us figure out where the potential is

Putting out useful content has a deep connection with email list building, which is why marketers put opt-in forms inside the article, at the bottom, and on the sidebar of the blog.

Take it from a guy who is writing blogs for over a decade. I have published thousands of blog posts over the past 12 years, and I can tell you that the blog posts that get ranked in the SERP are enough for building an email list.

For instance, here’s one of my articles that brings regular visitors to my blog:

It ranks on the first page of Google for the keyword “start freelancing on fiverr,” and every now and then, a new subscriber signs up to my email list. So try writing articles that drive people to your blog.

If you have ten articles on the blog and two of them are well-ranked in Google, and you have opt-ins installed on your website, then you could expect some of the readers of those articles to convert into subscribers.

#4: Lead Magnets Infusion

One of the surefire ways to winning at email marketing is by creating good-quality lead magnets. If you’re thinking that creating lead magnets are for content marketers and pro-bloggers only, then you’re wrong.

A lot of e-commerce companies and SAAS businesses use lead magnets to build email lists and bring people on board; I’ll give you a few examples in a second.

Let’s not get carried away; some of you may not be very tech-savvy and have no idea what a lead magnet is, so let me explain it for you.

A lead magnet is a freebie that experts offer to the subscribers in exchange for the email addresses. They use lead magnets to entice people to sign up for their email list and download the item. A lead magnet is also known as an opt-in bribe.

A SAAS business shouldn’t shy away from trying out building a lead magnet as they are essentially aware of such online marketing strategies. However, the question is that what they could offer in the lead magnet.

Here are a few examples of what a SAAS company could come up with to spice things up:

  • PDF Ebooks: A PDF ebook on a burning issue related to e-commerce or online marketing could be fantastic. Choose the area where the potential audience is vulnerable and already seeking advice from the experts. This is a key email marketing strategy to speed up the email list-building process.
  • Video Courses: It’s easier for some people to watch a video tutorial and then get it done. So don’t overlook this tactic of creating a step-by-step video guide for the prospective audience to offer as a lead magnet.
  • Checklists: A checklist could be an excel sheet or a PDF file that contains a list of to-do things for the audience to get through a problem or for completing a process.
  • Survey Reports: Survey reports are research data and statistics that researchers compile after surveys or research on a specific topic. Survey reports are usually available in PDF format.

So these were a few lead magnet ideas for SAAS businesses; I’m sure there are other things that you can offer as well.

The better you’d understand your audience’s needs, the easier it’d be to come up with the right opt-in bribe to offer.

For instance, Shopify is a SAAS company that provides e-commerce solutions to online sellers. I once came across a lead magnet in which they were offering a free dropshipping webinar.

When the interested audience would register for the free webinar, Shopify would get their names and email addresses. And, that’s exactly how lead magnets work.

#5: Third-Party Tools Integration

Building an effective email marketing strategy is incomplete without capitalizing on the third-party tools available at our disposal. You might wonder why would someone need a tool other than excellent email marketing software.

The answer is that it’s always important to make the most of every opportunity you get. Sometimes, a specific feature isn’t enough to fulfill the requirements, so we need to piggyback on other relevant tools to make things happen.

For instance, I use a simple and default opt-in box of Mailchimp on my blog. Take a look at the screenshot below:

It does the job, but it could surely be better. I must say it doesn’t convert as much as I expected it to.

When I started my authority blog, I opted for a third-party email opt-in plugin for the opt-in forms. Take a look at the opt-in form on my authority blog:

It looks much better than the one on the personal blog.

So don’t ever hesitate to try out useful third-party tools that could boost your email marketing campaign’s performance.

Replug is a URL shortener that doesn’t only provide you short URLs for social media sharing but also helps you track the clicks on the short URLs.

The best part is that it integrates with all major email marketing softwares. What it means is that you can target the audience who click-through on your email newsletter links and bring them back to your website.

Replug integrates with Mailchimp, Aweber, ActiveCampaign, ConvertKit, Constant Contact, MailerLite, OptinMonster, and many others.

One of the essentials of building an effective email marketing strategy for your SAAS company is connecting your email software seamlessly with other marketing tools. Be sure to check out the Replug tool for boosting your email marketing campaign performance.

#6: Analyze the Performance

You can’t keep experimenting with email marketing without looking at the outcome. Digital marketers and pro-bloggers keep on changing the opt-in forms, form copy, CTA buttons, and whatnot. A SAAS business website is no different. One should also analyze the performance, make tweaks, and re-analyze the results.

Experimenting with your email marketing strategy becomes an integral part of the growth, so don’t hesitate to maneuver along the way. There are no hard and fast rules for analyzing the performance of an email marketing strategy. It’s pretty much obvious that you need to look at the open rate, click-through rate, and conversion rate of your emails.

However, it shouldn’t stop here, but instead, you must go ahead and make some changes in your email marketing strategy to see the difference.

Here are some tweaks to try out:

  • Experiment between plain text and template-based newsletter formats
  • Alter the subject lines for your email drip to see the open rate
  • Try re-writing the copy of the email to see the difference in the click-through rate on the CTA
  • Use subscriber name tag in the email subject to see the impact on the open rate

Once you start to look through the statistics and performances of your different campaigns, you’d be in a better position to tell what’s working for your SAAS business website.

What’s the Takeaway?

I’ve tried not to make things super complicated for the readers. If you’re a SAAS business owner, you may have other headaches to deal with as well. So I thought to keep this article as simple as possible.

The gist of the article is that one should brainstorm on the value proposition that can be offered through an opt-in channel to attract, engage, and convert the random website visitors.

Sure, it also means you must be aware of several other things such as what email marketing service to pick, how to do email automation, and how to A/B test with the opt-in forms.

The teams behind most software-as-a-service companies focus on the software front-end and back-end and customer support, which is good, but they often overlook the email marketing side of the business.

The purpose of this article was to shed some light on the key areas of email marketing for up-and-coming and already-existed SAAS businesses.

What else would you suggest to a SAAS business from an email marketing standpoint?



About the Author

Hassaan is a blogger and freelance writer. He has published articles on SEMrush, ThriveGlobal, BlogPress, FreelancerMap, and many other popular publications. He writes about freelancing techniques, tips, and career growth. Subscribe to his blog.

Best Sales Prospecting tools 2021

15 Best Sales Prospecting Tools To Use In 2021

Sales prospecting is the lifeline of every business that helps guarantee its growth. Typically, it involves using different methods, tools, and techniques such as cold calling, trade shows, and referrals to attract new customers, which is a process that is compulsory for salespeople to grow revenue and retain existing clients.

Today, technology continues to advance and become smarter. This is why companies need to adjust accordingly to improve business processes that involve sales. Therefore, sales teams need to be at the forefront of embracing and adopting new technologies
And since sales prospecting can be quite a costly and time-consuming venture, sales prospecting tools can also help improve prospecting workflows and achieve business growth. 

What is a sales prospecting tool?

Sales prospecting is the process of looking for potential customers or buyers and improving your sales pipeline. Its main objective is to arouse the interest of a prospect in your product until you can successfully lead them through the sales funnel and convert them into buying customers. 

Sales prospecting tools introduce automation into repetitive tasks, helping save time and increase the efficiency of your sales reps. With them, you can also generate more data, move faster, and effectively engage your clients in a way that would boost sales and close more deals.

Benefits of sales prospecting tools

There are plenty of sales prospecting tools on the market that you can use to achieve different tasks, such as:

  • Lead generation
    Effective prospecting helps attract more potential customers that can be easily converted into buying clients. Considering that businesses lose about 15% of customers, generating leads will enable the sales team to remain busier with existing and new clients.
  • Lead qualification
    Lead qualification is an integral aspect of prospecting that focuses on the use of specific criteria to qualify leads and obtain the most profitable potential customers. This process is important, as 67% of sales are lost as a result of sales representatives not properly qualifying their prospects.
  • Bigger customer base
    With sales prospecting tools, you can increase your customer base and minimize your risks of lost sales because there will always be more customers available even if one client leaves.
  • Higher revenue
    The higher the number of customers, the more revenue you will generate. Every converted prospect by your sales team will continue to increase the sales volume of your business. This is imperative to business growth.
  • Data generation
    Generating instant sales might not be the only reason for prospecting. It can also be used to gather information and carry out market research.

How to choose the right sales prospecting tool

Choosing the right sales prospecting tool requires different considerations. A couple of things to look for are:


When it comes to getting the attention of your prospects, it’s crucial to be timely. There are several methods for collecting their information, but processing this data and reaching out to every one of them needs to be done quickly to engage potential clients as soon as possible. 

Manual and repetitive tasks involved can be much limited by automation to facilitate timely contact and engagement of your prospects. Automation also ensures that your workflow stays efficient and productive even when you’re tired and occupied. Therefore, it’s helpful to choose sales prospecting tools that come with excellent automation features that will make your sales team more productive.

Email marketing

Launching email marketing campaigns is one of the most effective methods of qualifying a lead. As a matter of fact, it generates a great return on investment (ROI) that can be as high as 4400%

Choose a sales prospecting tool that comes with the email marketing functions that you need. It will enable you to find and verify email addresses, utilize customizable email templates to send bulk emails, and schedule follow-ups, among others.

Besides, it’s also important to monitor open rates, as well as other email marketing metrics. And sales prospecting tools can come in handy. By using them, you can easily determine what works for you and how to improve your subsequent email campaigns.

So, if email marketing is your main focus — choose a tool based on the features that can help you with it.


Good visualization is required to determine the stage your prospects are at in your sales funnel. A sales prospecting tool should be able to provide important information about your lead and your relationship with them. 

For example, if you are yet to reach out to new leads, you will want your sales prospecting tool to indicate it to avoid providing them with details and offers that they are not ready for. Having all the information about your leads visualized in one place will help you make effective contact.


When we talk about the usability of a sales prospecting tool, we usually mean how easy it is to navigate and learn how to use it. Prospecting tools with excellent usability can help a user achieve the defined objective satisfactorily, effectively, and efficiently. By using such software, you should be able to find your way with the tool without depending on external knowledge.

15 best sales prospecting tools

url shortener

Replug lets you create custom short URLs and enables you to generate leads and traffic to your website by including your branded message on any webpage. 

With this tool, you can promote your product, event, or service by optimizing your link with personalized call-to-action, custom domains, powerful analytics, and retargeting pixels. By doing this, you will increase your returns from your shared links

Pricing: Free trial. Paid plans start from $19/month.


Leadfeeder is a B2B lead generation tool that recognizes the intention of the buyer through anonymous web traffic. It helps companies see how leads are generated, how they arrive on the website, and what their buying behaviour and decisions are. LeedFeeder is also used by businesses to identify what visitors are looking for to directly advertise and engage them.

Price: Free plan with limited features. Free trial. Paid plans start at $77/month.


ContentStudio is an integrated cloud-based content and social media management tool used by small, medium-sized, and solo businesses. It features content management functionality, automated publishing, social media monitoring, post scheduling, and multi-user collaboration.

ContentStudio can help manage multiple social media accounts for users. It also offers a text composer, a search engine optimization tool, and suggestions for creating custom content.

Pricing: 14-days free trial. Paid plans start at $49/month.

snov is an effective tool for contact management and efficient cold outreach campaigns. It can help you discover more convertible prospects, verify contacts, perform lead progress tracking, and automate cold outreach. 

With, you can find email addresses anywhere – by companies, professional social profiles, or domains via the app or on company websites, search results, and LinkedIn using the Chrome extension. Besides, you will save time and increase your revenue through customizable campaigns and numerous integration options.

Pricing: Free plan. Paid plans start at $39/month. is an email finder tool that enables you to scrape email addresses from professional social media networks and websites. It comes with an advanced domain search feature that helps you discover emails of employers and their companies. 

This email finder tool can also be integrated with LinkedIn or Sales Navigator and find the details of your leads according to their name, email, address, company, and LinkedIn URL. The results can then be easily exported to your ESP, CRM, or file storage service.

Pricing: Free plan. Paid plans start at $49/month.


FindThatLead is a SaaS software used to find leads for businesses based on web site traffic. It’s not only used as a lead generating tool but also as a prospecting tool for cold campaigns and email outreach. On top of it, you can use FindThatLead to find the phone numbers of potential clients. 

This tool comes with a domain search feature, email verifier, email campaign sender, and a social search feature. FindThatLead is also available as an extension that can be easily integrated into your Chrome browser to deliver instant results on your current webpage.

Pricing: Free plan. Paid plans start at $49/month.


SendPulse is an email marketing automation tool. It can be used to schedule email campaigns, generate and segment email subscribers, launch marketing outreach using web notifications, SMS, and email, perform A/B testing, as well as to evaluate and track performance to collect actionable insights.

The platform offers a user-friendly interface for launching marketing campaigns, which makes it perfect for both beginners and professional marketers and organizations.

Pricing: Free plan. Free trial. Paid plans start at $9/month.


Mention is a social listening and monitoring tool that allows brands and agencies to discover the mindset and behaviour of their audience across the web and social media networks. It’s used by companies to monitor the comments about their product, obtain insightful analytics on the industry, and discover the impact they have on their marketing outreach.

Pricing: Free limited plan. Paid plans start at $29/month.


Owler is a tool that provides difficult company data and insightful news notifications for professional marketers, sales experts, and executives. It also helps businesses across the world to carry out fast market research and discover the latest industry news and updates that can be used to gain a competitive edge.

Pricing: Free plan. Paid plans start at $99/year.


Calendly is a powerful software for scheduling meetings, group events, and one-on-one appointments with the aim of saving time, improving service quality, and accelerating sales. It removes the archaic method of scheduling appointments, interviews, and likes through emails and phone. 

Pricing: Free plan. 14-day free trial. Paid plans start at $8/month for every user.

Close is a sales engagement tool developed to help businesses generate higher revenue by attracting more leads. It automatically tracks every touchpoint with a lead and provides a visual timeline that enables your sales team to skip the back and forth associated with different tabs and apps and focus on the deal.

Pricing: 14-day free trial. Paid plans start at $25/month.


Zoom is a web-based video conferencing software offered as both a mobile app and a desktop client. It facilitates easy online meetings, video webinars, an app marketplace, chats, and so on. Zoom is a user-friendly platform that provides audio, video, and screen sharing/recording experience across Android, Windows, iOS, and Zoom rooms.

Pricing: Free plan. Zoom Meeting paid plans to start at $14.99/month. enables you to generate email lists, launch effective email campaigns, and measure outcomes. It can be easily integrated with different services such as HubSpot Sales and Salesforce. also automatically discovers and verifies emails, phone numbers, and job titles of leads. It comes with a drip campaign feature that sends multiple emails with an inbuilt email template that will be filled with the information of the lead.

Pricing: Paid plans start at $89/month.

LinkedIn Sales Navigator
LinkedIn Sales Navigator

LinkedIn Sales Navigator is an effective sales management tool that helps marketers close more deals and rapidly discover new prospects using specific and customized insights such as company updates and lead recommendations. The platform has made it much easier for sales organizations to effectively discover leads and manage their pipelines.

Pricing: Paid plans start at $79.99/month.


AngelList is a platform for startups that makes hiring, job listing, and investing processes super easy. It’s a pioneer in online startup investing and an excellent choice for early-stage startups. AngelList features a directory of various companies that can be filtered according to organization type and employee size, as well as the stage of funding.

Pricing: Free plan. Paid plans depend on the company size and can be between $199 and $1,999/month.

A summing-up table around 5 criteria

Categories sales prospecting tools  Examples of tools
List building tools,,, FindThatLead, SendPulse,,, LinkedIn Sales Navigator
Lookup tools LeedFeeder,, Owler, AngelList
Prospect qualification tools, LeedFeeder,, FindThatLead, Mention,
Meeting tools Calendly, Zoom
Prospect engagement tools, LeedFeeder,, Owler,,, AngelList

Wrapping up

Sales prospecting can be quite challenging, filled with different back and forth processes and activities, but leveraging the features of some of the tools provided above can help you or your sales team become more productive, rapidly connect with new and existing leads, and generate more revenue.

Author’s bio: Tamara Zhostka is the chief editor at, who is working her finger to the bone to make sure you get the freshest insights from the marketing world. She is always happy to share valuable tips with marketers and entrepreneurs.

About the Author

Hi, my name is Farwa, I write SEO optimized Content on absolutely any niche! I write unique blogs and creative content on topics of my interest. My passion is to write on what's new and trending!