10 SaaS Email Marketing Campaigns Must-haves

Improve your SaaS marketing strategy with these powerful email marketing campaigns!
Lexin-Ann Morales
Reading time: 8 minutes.

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If you’re a SaaS business, it’s time to level up your SaaS marketing strategy by launching an email marketing campaign.

As a SaaS company, you always look for new ways to grow. Email marketing is a tried and true method, with a conversion rate as high as 3%. It empowers your brand, promotes engagement, and increases ROI. Email marketing has never been easy, especially for SaaS digital marketing—but it’s always worth doing.

But how do you get started? This blog post will walk you through the essentials of a successful email marketing campaign. If you’re a SaaS company ready to kick off your email campaign gaming, keep reading for the must-haves you can include in your next email. You can customize them based on what you need!

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The welcome email

First impression lasts. Make the most of it by sending your users an engaging welcome email. Your welcome email doesn’t need to be fancy or long—keeping it short and sweet will always do the job. An effective welcome email can include the following: welcome greeting, what your users can expect from your product or service, and a call to action. You’ll increase engagement rates (and even conversion) if done right!

Quick tips:

Talk like a human: You don’t have to overthink it—welcome emails are meant to be simple and conversational. The shorter, the better: But ensure it’s packed with all the nitty gritty!

Make an impact: Emails are noisy place—make sure to stand out by creating impactful content. Don’t be contented with the traditional welcome greetings; make an impact by sending out a discount, including a welcome video, or providing resources. This way, your users can have higher chances of remembering your brand.

The introduction email

Your users might have known your brand because of an ad, a blog, or a feature—but your product or service indeed offers more to it. After shaking the hands of your users through a welcome email, it’s time for your users to get to know you more (slowly). But how are you going to do it?

Sending a series of “introduction emails” will let your customers know you better as time goes by. For example, suppose you’re selling a product that offers solutions to different scenarios. In that case, it’s good to list them and highlight how your product can help during these times. A great example would be:

An email like this kills two birds with one stone: You’re introducing some unknown product features to your users while nurturing them simultaneously.

Quick tips: Don’t go too salesy- People get it—no need to go overboard in sales talking. You wouldn’t want to overwhelm your users! Your content must focus on how your features can help your users with a particular problem, not to promote too much.

The assisting email

Sometimes, all we need is a helping hand.

And it’s hard to ask for one—some people have burning questions about your product in mind that they’ve been dying to ask, but never had the chance to do so. Don’t let these questions sit quietly, reach out to your customers with an assisting email. Ideal for sending after your welcome or introductory email, the assisting email aims to tell your customers one thing: our support never stops when you purchase. We’re here for you!

The assisting email can include check-in questions for your new users. Ask them how it is going with using your product and let them know they can reach you anytime they need help. This is also a great way to introduce some features that your audience doesn’t know—or just a resource that they can use (blog, ebook, guide, etc)!

Quick tips: Include quick CTAs- Ensure you’re including quick CTA buttons for your users so they’d know where to reach you. Whether it’s a “Call us” or “Book a schedule” button, make it as visible as possible for easier access.

The free resources email

People love free stuff. And free resources, you say? That’s a double yes!

A good example here is a weekly blog update from Zapier. They pile up good blogs of the week to provide tips, guides, and productivity hacks for their users. It doesn’t just blow the audience of their content—it also serves as a strong resource. You can send this type of email every week, every two weeks, or whenever you’ve published a blog and would like to promote it. Aside from blogs, you can also input as much content as you like—whether it’s an ebook, whitepaper, a podcast episode, or just an old social media post you’d like to boost.

Quick tips: Don’t just list down blogs—it’s better to curate your resources based on themes/subjects. For example, you can set a monthly theme for your email (events like Christmas, or subjects about learning something). This way, your users can see the relevance of your content.

The discount email

If there’s one thing that most people love to receive in their inboxes—it’s a discount email.

Did you know that over 67% of consumers have made a purchase they weren’t planning but rather because of a discount or coupon? Since discounts play a huge role in consumers’ purchasing decisions, it’s essential to take the time to send your users a series of discount emails. You can do this quarterly or during important events in your company—for example, company anniversaries, Christmas, Thanksgiving, or New Year’s.

Discount emails are the best—feel free to be creative. This example from Grammarly features a colorful graphic image partnered with an enticing copy. It also provides a sense of urgency for your audience: The list of reasons why a Grammarly premium is better than a free membership, and of course, a limited amount of time for the discount.

Quick tips: Discount emails don’t have to be lengthy—you can make them short and sweet. Don’t forget to highlight the numbers so your audience can visibly.

The trial version email

If you’re a SaaS company that provides a free trial version for your users, it’s important for you to send this email to kick off the engagement.

You can divide this email into three parts:

  • The “your trial has started email”:

For starters, let your audience know they’re in a trial period and what they can do with your software during this period. Feel free to link some blogs, guides, or video tutorials about your software. You can also include different tips that can help your users as they start with your software.

  • The “your trial is over email”:

You can include some of the benefits your users will miss once the trial period expires. You can send this email before the trial expiration as a reminder for your users that their trial period is almost over. This creates a sense of urgency for the next action and also helps your users know they will lose access to some features of your tool.

The it’s not too late email

So you’ve provided a free trial for your users, but it has already ended–let your customers know that it isn’t the end of the world!

In this email, include that your customers can always go back to what they left behind during the trial, and provide a quick call to action to an upgrade button.

  • Extension of the trial period email

This one’s optional—but if you want to give your users more time to get to know your software, extending their trial period can be a great way to convert them into paying customers. You can send this email two weeks after the trial ends or even a month later.

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The referral email

An email for your existing customers, a referral email is one of the best ways to widen your pool of customers. This strategy is always effective for two reasons: Referrals are organic, and good reviews from a friend or family are the best way to earn a customer.

In this email, you can include what you want your customers to do, and what you will offer in return. Remember, this doesn’t have to be lengthy—it’s always better to keep it short but memorable!

Read more: 5 Tips on How to Improve Your Email Marketing

The greetings email

Holiday greetings are as cliche as they can be, but receiving one never gets old. Whether it’s a big one like Thanksgiving, Christmas, or New Year’s, don’t forget to get a little cheesy and send an email of greetings to your customers. This is also a great way to send discount offers or special vouchers since a huge sale usually happens during holidays. To add, it’s the best time to market your product during the holiday season—not just through email, but through various marketing strategies like social media, blog posts, and more.

Read more: Tips for a Successful Lead Generation

The thank you email

A thank you always come a long way. Remember to thank your customers for supporting your product—after all, they’re the reason why your business exists. Did you know that over 68% of customers leave a brand because they feel like they don’t care about them? With a simple thank you email, you’ll appreciate your customers and, of course, build an engagement.

Quick tip: The best thank you emails are personalized—remember that being robotic won’t do the job! Personalize your email and let them know that you care for them by reminding them that you can be reached anytime if they have questions or suggestions.


These emails might seem simple, but they are vital to the success of an e-commerce marketing campaign. Each one plays a crucial role in converting a browser into a buyer. The emails in your e-commerce marketing campaigns don’t need to be complicated or fancy. These types of emails work well for a lot of online retailers and can be tweaked to fit your specific business and audience. Remember, the more personal you are, your email SaaS marketing strategy, it is more effective!

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