6 Most Important Email Marketing Flows for SaaS Companies

If you think e-mail marketing is dead, you are dead wrong.

E-mail marketing is a great way to engage top of the funnel leads, as well as keeping current customers engaged.

Automated e-mail marketing sequences or flows are a great way to accompany leads and clients through their customer journey, increasing conversions and reducing churn.

Although this post is targeted at SaaS companies, many of these e-mail flows can be adapted for almost  any product or service, with slight tweaks

Should you be using automatic e-mail sequences? Absolutely! Here’s why!

As they say time is money. Ask any business owner if they would like more of either of these scarce resources, and you will have troubles finding any that will answer in the negative.

The 3 main reason to use e-mail automations are:

– Standardize key processes in the SaaS customer journey

– Increase professionalism

– Use your time on less mundane, repetitive tasks

What are the most important automated e-mail marketing sequences for SaaS companies?

With so many opinions and different flows being touted in forums and on social media, it can become overwhelming trying to decide which flows to pay attention to you and invest time and resources in implementing.

In this post, we’ve compiled a list of the 6 most important e-mail marketing flows for SaaS companies.

– Lead nurturing e-mail flow
– Customer on-boarding flow
– Customer engagement flow
– Customer re-engagement flow
– Customer up-sell flow
– Customer win-back flow.

Lead nurturing e-mail flow

The first series of e-mails you should implement in your SaaS business is the lead nurturing e-mail flow.

As the name suggests, this e-mail flow is used to nurture your leads, educate them, and help them make a buying decision.

By implementing this e-mail flow, you will increase conversion, and return on ad spend (ROAS) from your marketing campaigns.

Considering how expensive lead generation has become for SaaS companies, making sure that you are maximizing conversions has become even more essential.

Customer on-boarding e-mail flow

As soon as a customer signs up, they should be entered into this e-mail flow.

The customer on-boarding flow is a great way to help educate your clients about your software, highlight features, address common questions and much more.

Not only does this lower customer service costs and needs, it also has been shown to greatly increase customer satisfaction, and most importantly reduce churn!

Customer engagement flow

As they say, keeping a current client is way cheaper than attracting a new one.

Not only that, but an engaged, highly satisfied customer will become an evangelist for your product, and freely speak about it to others in the industry.

Many SaaS companies tend to forget about their customers once they have converted.

Big mistake.

Having an automatic e-mail flow to keep customers engaged is a key way to reduce churn while maintaining high customer satisfaction.

Customer up-sell flow

This flow is all about promoting additional products or services to your existing users.

This sequence would include emails with special offers or discounts on upgrades or additional features.

Presenting additional products or services to existing customers is a great way to keep the company growing, while better serving the needs of your customers.

Customer re-engagement flow

This flow is for users who have become inactive or disengaged with your product.

Maybe their usage has dropped? Maybe they haven’t logged in recently?

No matter the reason, re-engaging them serves a similar purpose as keeping them engaged in the first place.

Except this time it’s like a gentle nudge to remind them that your product exists and that it’s still awesome.

It can include emails with special offers or incentives to encourage them to come back and try your product again.

It is sort of a hybrid between the customer engagement flow, and our next and final e-mail sequence.

Customer win-back flow

Cancellations happen, they are part of life. But what if you could win-back a certain part of these?

That is what this e-mail flow is designed to do. This flow is similar to the customer re-engagement flow, but it’s specifically designed for users who have cancelled their subscription

It’s essentially a final effort at winning them back as a customer.

It can include emails with special offers or incentives to try and lure them back, updates about things you have done to address common issues and much more depending on the industry and situation.

Final Thoughts

When properly implemented, these marketing automated e-mail sequences become like an additional hard-working member of the team.

Properly designed e-mail flows will help you increase conversions, retention, customer satisfaction and reduce churn.

Not having a properly implemented e-mail automation strategy is literally leaving money on the table. Get in touch and see how we can help you make sure those dollars end up in your pocket where they belong!