03/04/2022
B2B SAAS email marketing - Dos and Don'ts
There is no escaping . Once you've signed up for a webinar, a trial, or even accepted a friend request on LinkedIn, you can expect an influx of confirmation emails, welcome emails, onboarding emails, "talk with our rep" emails, and another webinar invite, naturally.
Before your audience unsubscribe completely,
Let's stop the email madness and follow some guidelines:
Don't:
⚫️Send more than one email after signing up.
Respect your audience's time and inbox real estate, and give them a chance to open the first email, click on a link or visit your website before you do anything else.
⚫️ Send an email asking to meet a BDR, right after signup.
First, see if the new sign-up is a good fit for your product. Wait for at least 2 actions (email clicks, website visit) to establish intent, then reach out asking for a call.
Do
⚫️ After signing up, build on intent data to provide additional value.
Automate the process based on if/then. If they never opened your first email, they are still cold audiences. If they do, send them another valuable piece of information they might be interested in based on their action in the first email.
⚫️ Build momentum, but give some space
Run an email sequence that is spread out enough not to overwhelm, but keeps the momentum going. Getting a sequence of 5 emails every 4-5 days is enough to get to know your product and benefits.
In order to master email marketing for your B2B SaaS, and increase revenue, automating emails based on intent data is what will get you out of the unsubscribe list.
Instead of dumping emails on new subscribers,
start with building an email funnel and check if your assumptions are correct.
If your audience chooses to opt-out instead of exploring, it means your funnel assumptions were wrong and you need to unravel the missing piece.
Chances are your audience is getting too many emails and would prefer to be pulled in based on behavior.
Do you have another Dos and Don't principle to share?