{"id":110471,"date":"2023-05-16T19:04:37","date_gmt":"2023-05-16T19:04:37","guid":{"rendered":"https:\/\/userpilot.com\/blog\/saas-email-marketing\/"},"modified":"2026-03-19T08:00:34","modified_gmt":"2026-03-19T08:00:34","slug":"saas-email-marketing","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/saas-email-marketing\/","title":{"rendered":"SaaS Email Marketing: 12 Strategies for Successful Campaigns"},"content":{"rendered":"<p>Getting paying customers for your SaaS business can be a challenging and complicated endeavor. However, the time-tested strategy of SaaS email marketing has proven to be a reliable method of driving <a href=\"https:\/\/userpilot.com\/role\/product-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\">product growth<\/a>.<\/p>\n<p>In this guide, we&#8217;ll go over the reasons why email marketing is important and showcase 12 SaaS email marketing strategies that you can use for your own email marketing campaigns. Let&#8217;s dive deeper!<\/p>\n<h2 id=\"fefs2\">What is SaaS email marketing?<\/h2>\n<p>SaaS email marketing is the practice of advertising SaaS companies through email campaigns with the goal of acquiring new customers or increasing customer retention with existing customers.<\/p>\n<p>Email marketing campaigns are also a powerful tool for SaaS companies to nurture relationships with their user base, cross-sell or upsell, and promote customer loyalty and advocacy. To achieve these goals, email marketing efforts must <a href=\"https:\/\/userpilot.com\/blog\/contextual-email-automation-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">stay contextual<\/a> and span the entirety of the <a href=\"https:\/\/userpilot.com\/blog\/customer-journey-mapping-growth-hacks\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer journey<\/a> to maximize conversion rates.<\/p>\n<h2 id=\"9tc0l\">Why is email marketing important in SaaS?<\/h2>\n<p>There are many reasons why a SaaS email marketing strategy is important to SaaS providers. Below are the main ones:<\/p>\n<ul>\n<li><strong>Engagement.<\/strong> It leads to more feature discovery and higher <a href=\"https:\/\/userpilot.com\/blog\/product-adoption\/\">product adoption rates<\/a>, thus increasing the number of <a href=\"https:\/\/userpilot.com\/blog\/increase-user-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">engaged users<\/a> for your SaaS business.<\/li>\n<li><strong>Retention.<\/strong> Email marketing <a href=\"https:\/\/userpilot.com\/blog\/user-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\">increases retention<\/a> by regularly reminding customers of the value your product provides, collecting feedback on what you can improve upon, and streamlining the <a href=\"https:\/\/userpilot.com\/blog\/product-adoption-process\/\">product adoption process<\/a>.<\/li>\n<li><strong>Conversion.<\/strong> Email campaigns maximize conversion rates by nurturing users throughout every stage of their journey from lead to customer (or advocate).<\/li>\n<li><strong>Insights.<\/strong> SaaS email marketing campaigns provide insight into key customer data like behavior, preferences, and touchpoints.<\/li>\n<li><strong>CRM.<\/strong> Email sequences can be used to <a href=\"https:\/\/userpilot.com\/blog\/customer-relationship-management-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">build a stronger relationships<\/a> with both existing and new customers.<\/li>\n<\/ul>\n<h2 id=\"at844\">Understanding customer journey stages<\/h2>\n<p>A boilerplate email marketing strategy won&#8217;t work in the SaaS industry since users go through different stages throughout the <a href=\"https:\/\/userpilot.com\/blog\/customer-lifecycle-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer lifecycle<\/a>. With every new stage comes new challenges that require a different approach to SaaS email marketing campaigns.<\/p>\n<p>Here&#8217;s a brief look at each of the five stages, so you can create a more contextual SaaS email marketing strategy for each:<\/p>\n<ul>\n<li><strong>Reach.<\/strong> People in the reach stage are aware of your product but haven&#8217;t signed up for a free trial or paid subscription yet. Email marketing can be used to engage with these leads until they convert into a paying customer or sign up for a <a href=\"https:\/\/userpilot.com\/blog\/how-to-boost-trial-to-paid-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">free trial<\/a>.<\/li>\n<li><strong>Acquisition.<\/strong> Once you&#8217;ve acquired new customers, you can use a welcome email to guide them toward the point of activation. Email sequences are one of the most effective ways to streamline the onboarding process.<\/li>\n<li><strong>Conversion.<\/strong> Getting new customers in the door is only the start; next, you need to encourage feature discovery and product adoption. Using email marketing to bolster your <a href=\"https:\/\/userpilot.com\/blog\/customer-education\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer education<\/a> efforts will <a href=\"https:\/\/userpilot.com\/blog\/reduce-time-to-value-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">reduce the time-to-value<\/a> for that segment, thus cutting down the time to conversion.<\/li>\n<li><strong>Retention.<\/strong> SaaS companies know that new users are the most likely to churn as they don&#8217;t have as much loyalty to the brand or product. You can use email marketing for SaaS retention by regularly sharing tips that help users get more value out of the product.<\/li>\n<li><strong>Loyalty.<\/strong> The final stage of the customer journey is loyalty. If your SaaS company is able to nurture loyalty by incentivizing users with referral campaigns or other methods, then you&#8217;ll likely find yourself with plenty of <a href=\"https:\/\/userpilot.com\/blog\/customer-advocacy\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer advocacy<\/a>.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/customer-experience-lifecycle-map_198ac7a0e698633d4214296cf3eb6329_800.png 1x, https:\/\/images.storychief.com\/account_6827\/customer-experience-lifecycle-map_198ac7a0e698633d4214296cf3eb6329_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/customer-experience-lifecycle-map_198ac7a0e698633d4214296cf3eb6329_800.png 1x, https:\/\/images.storychief.com\/account_6827\/customer-experience-lifecycle-map_198ac7a0e698633d4214296cf3eb6329_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/customer-experience-lifecycle-map_198ac7a0e698633d4214296cf3eb6329_800.png\" alt=\"Customer lifecycle map for saas email marketing\" \/><\/picture><\/figure>\n<h2 id=\"b759j\">12 SaaS email marketing strategies to build your plan<\/h2>\n<p>There are many ways to leverage email marketing for SaaS businesses. In the interest of brevity, we&#8217;ve narrowed down that list to 12 crucial strategies that you can use in your own <a href=\"https:\/\/userpilot.com\/blog\/saas-product-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">SaaS product marketing<\/a>.<\/p>\n<p>These strategies can be used throughout the entire customer journey to convert free users into paying customers, encourage users to try new features, and keep them engaged long enough to become customer success stories.<\/p>\n<h3 id=\"cbtdt\">1. Know your goals<\/h3>\n<p>Before you can start bringing in new paying customers with an automated email sequence, you first need to establish what the <a href=\"https:\/\/userpilot.com\/blog\/goal-setting-frameworks-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals of your email marketing<\/a> campaign actually are. Your goal will determine the sequences, messaging, tools, KPIs, and audience of email campaigns.<\/p>\n<p>A few common <a href=\"https:\/\/userpilot.com\/blog\/product-goals\/\" target=\"_blank\" rel=\"noopener noreferrer\">goals<\/a> with an email marketing strategy could include:<\/p>\n<ul>\n<li>Brand awareness<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/free-trial-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trial signups<\/a><\/li>\n<li>Conversions<\/li>\n<li>Customer education<\/li>\n<li><a href=\"https:\/\/userpilot.com\/blog\/5-best-retention-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer retention<\/a><\/li>\n<li>Expansion revenue (via upselling and\/or cross-selling)<\/li>\n<\/ul>\n<p>Once you&#8217;ve pinned down your goal, you&#8217;ll be better prepared to create a successful email marketing strategy with the right messaging for every old and new user. In essence, knowing the <strong>why<\/strong> will make it easier to find the <strong>how<\/strong> and get the <strong>what<\/strong>.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/goal-setting-frameworks_d4b83c0e2c4269a591c430effdd54078_800.png 1x, https:\/\/images.storychief.com\/account_6827\/goal-setting-frameworks_d4b83c0e2c4269a591c430effdd54078_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/goal-setting-frameworks_d4b83c0e2c4269a591c430effdd54078_800.png 1x, https:\/\/images.storychief.com\/account_6827\/goal-setting-frameworks_d4b83c0e2c4269a591c430effdd54078_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/goal-setting-frameworks_d4b83c0e2c4269a591c430effdd54078_800.png\" alt=\"Goal-setting framework for email marketing\" \/><\/picture><\/figure>\n<h3 id=\"3f8a5\">2. Have a solid lead-generation strategy<\/h3>\n<p>There are many lead-generation channels that SaaS businesses can use to build up their mailing list. Websites, <a href=\"https:\/\/userpilot.com\/blog\/saas-landing-pages\/\" target=\"_blank\" rel=\"noopener noreferrer\">landing pages<\/a>, social media, PPC campaigns, webinars, gated content, and blogging are all viable ways to generate leads for your SaaS company.<\/p>\n<p>The optimal lead generation channel will vary depending on who your target audience is. It\u2019s best to combine a few lead-gen channels instead of relying on a single one to increase your chances of reaching the right people.<\/p>\n<p>Regardless of the lead generation channel you choose, the goal always stays the same. The objective comes down to gathering marketing-qualified leads (MQLs) that have expressed interest in your brand by subscribing to your mailing list.<\/p>\n<p>These <a href=\"https:\/\/userpilot.com\/blog\/mql-to-sql-conversion\/\" target=\"_blank\" rel=\"noopener noreferrer\">MQLs can then be nurtured<\/a> into becoming sales-qualified leads (SQLs) before eventually becoming paying customers.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/marketing-and-sales-funnel-saas_2c2d5ffdf0a267df0db5d00f18a29180_800.png 1x, https:\/\/images.storychief.com\/account_6827\/marketing-and-sales-funnel-saas_2c2d5ffdf0a267df0db5d00f18a29180_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/marketing-and-sales-funnel-saas_2c2d5ffdf0a267df0db5d00f18a29180_800.png 1x, https:\/\/images.storychief.com\/account_6827\/marketing-and-sales-funnel-saas_2c2d5ffdf0a267df0db5d00f18a29180_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/marketing-and-sales-funnel-saas_2c2d5ffdf0a267df0db5d00f18a29180_800.png\" alt=\"SaaS marketing and sales funnel\" \/><\/picture><\/figure>\n<h3 id=\"3fvve\">3. Segment your audience<\/h3>\n<p>It&#8217;s highly unlikely that you&#8217;ll be able to meet the expectations of your entire audience with a single email campaign. This is where <a href=\"https:\/\/userpilot.com\/blog\/customer-lifecycle-segmentation-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">segmentation<\/a> comes in. You could create audience segments based on:<\/p>\n<ul>\n<li>Which stage of the customer lifecycle they&#8217;re in<\/li>\n<li>What their job-to-be-done (JTBD) is<\/li>\n<li>Where they are in the sales funnel<\/li>\n<li>Which acquisition channel they came through<\/li>\n<\/ul>\n<p>Regardless of which <a href=\"https:\/\/userpilot.com\/blog\/lead-segmentation\/\" target=\"_blank\" rel=\"noopener noreferrer\">lead segmentation<\/a> approach you take, you should create detailed <a href=\"https:\/\/userpilot.com\/blog\/user-persona-examples-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">user personas<\/a> for each segment. These will represent the segments you&#8217;ve identified and make it easier to personalize email messages to their specific wants or needs.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-persona-template-saas_e7de9ca86062463b56aad94a654e14ae_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/user-persona-template-saas_e7de9ca86062463b56aad94a654e14ae_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-persona-template-saas_e7de9ca86062463b56aad94a654e14ae_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/user-persona-template-saas_e7de9ca86062463b56aad94a654e14ae_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/user-persona-template-saas_e7de9ca86062463b56aad94a654e14ae_800.jpg\" alt=\"User persona template for SaaS email marketing\" \/><\/picture><\/figure>\n<h3 id=\"dukeq\">4. Personalize your emails<\/h3>\n<p>Email personalization is essential to make your emails contextual and relevant to the user receiving them. You might be able to get away with a similar <a href=\"https:\/\/userpilot.com\/blog\/greeting-message-for-new-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">welcome email<\/a> for multiple user segments, but this boilerplate approach gets less effective later down the line.<\/p>\n<p>You should strive to send out personalized emails that specifically target the goals of that segment while at the same time taking existing user behavior into account. This could mean sharing relevant content for their use case or showcasing helpful marketing automation.<\/p>\n<p>It&#8217;s important to remember that personalization doesn&#8217;t only apply to the content of your promotional emails but also to the overarching flows\/sequences you plan. If your product offers a <a href=\"https:\/\/userpilot.com\/blog\/saas-free-trial-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">free trial<\/a>, for example, you can create drip campaigns that are targeted to free trial users.<\/p>\n<p>These sequences could include guidance on how to get the most value out of their <a href=\"https:\/\/userpilot.com\/blog\/free-trial-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">free trial<\/a> and contain content encouraging users to try out the <a href=\"https:\/\/userpilot.com\/blog\/increase-product-stickiness-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">stickiest features<\/a> your product has. These early customer success efforts will pay off and increase the <a href=\"https:\/\/userpilot.com\/blog\/free-trial-conversion-rate\/\">free trial conversion rate<\/a>.<\/p>\n<p>That\u2019s exactly what Grammarly is trying to achieve with its welcome email:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/grammarly-free-trial-email-example_46b2ed39ef3f2bd2c12a4c93206514d5_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/grammarly-free-trial-email-example_46b2ed39ef3f2bd2c12a4c93206514d5_1600.jpg 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/grammarly-free-trial-email-example_46b2ed39ef3f2bd2c12a4c93206514d5_800.jpg 1x, https:\/\/images.storychief.com\/account_6827\/grammarly-free-trial-email-example_46b2ed39ef3f2bd2c12a4c93206514d5_1600.jpg 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/grammarly-free-trial-email-example_46b2ed39ef3f2bd2c12a4c93206514d5_800.jpg\" alt=\"Grammarly free trial email marketing \" \/><\/picture><figcaption>Free trial email example from Grammarly.<\/figcaption><\/figure>\n<h3 id=\"a9jsm\">5. Plan the triggers<\/h3>\n<p>Another way to make your <a href=\"https:\/\/userpilot.com\/blog\/email-automation\/\">email automation more<\/a> contextual is to set up <a href=\"https:\/\/userpilot.com\/blog\/behavioral-data-types\/\" target=\"_blank\" rel=\"noopener noreferrer\">behavioral triggers<\/a> that send users a specific email once a predetermined event occurs. This is especially useful for time-sensitive messages that require a prompt response\/action from the user.<\/p>\n<p>For instance, you could integrate <a href=\"https:\/\/docs.userpilot.com\/article\/257-webhooks\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot&#8217;s webhooks<\/a> into your product to trigger a specific email (or email sequence) when a user clicks a button or completes a task. These triggers can help in various ways, including onboarding, educating, and upselling users.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/userpilot-webhooks_bca30d7f3dc2061389f9f9462d66d118.gif 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/userpilot-webhooks_bca30d7f3dc2061389f9f9462d66d118.gif 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/userpilot-webhooks_bca30d7f3dc2061389f9f9462d66d118.gif\" alt=\"Userpilot webhooks\" \/><\/picture><figcaption>Creating a webhook with <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<p>Another example would be sending an onboarding email as soon as the user has completed the account creation process. This will give them a clear roadmap of the steps they need to take to start using the product (and therefore patch any funnel leaks).<\/p>\n<h3 id=\"92h32\">6. Perfect your subject line<\/h3>\n<p>The subject line is the first thing users see upon receiving an email \u2014 which is why they have an outsized impact on the first impression your email leaves. Seeing as that&#8217;s the case, you should personalize the subject line and keep it short but memorable.<\/p>\n<p>Most research has shown that 6-10 words are the sweet spot for a subject line \u2014 and that subject lines in this range garner the highest open rates. You should also opt for power words and simpler language instead of using jargon that your audience might have a hard time grasping.<\/p>\n<p>While getting overly technical is a bad thing, using a subject line that&#8217;s too vague could be just as damaging. You need to find that Goldilock&#8217;s zone that will manage to grab the user&#8217;s attention without confusing them.<\/p>\n<p>Airtable has plenty of SaaS email marketing examples that apply these tenets in their <a href=\"https:\/\/userpilot.com\/blog\/new-product-release-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">product release emails<\/a>. In the example below, you\u2019ll also notice an emoji at the very beginning of the subject line that sets the tone for the rest of the email:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/airtable-product-release-email-example_c58070dfa410ef39092520745d891fb8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/airtable-product-release-email-example_c58070dfa410ef39092520745d891fb8_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/airtable-product-release-email-example_c58070dfa410ef39092520745d891fb8_800.png 1x, https:\/\/images.storychief.com\/account_6827\/airtable-product-release-email-example_c58070dfa410ef39092520745d891fb8_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/airtable-product-release-email-example_c58070dfa410ef39092520745d891fb8_800.png\" alt=\"Airtable product release email example\" \/><\/picture><\/figure>\n<h3 id=\"3so1q\">7. Incorporate micro-conversions<\/h3>\n<p>Beyond the primary conversion that you&#8217;re emailing for, you should also create opportunities for <a href=\"https:\/\/userpilot.com\/blog\/micromarketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">micro-conversions<\/a> along the way. Getting leads to agree to these smaller commitments will prime them for the &#8220;big ask&#8221; conversion at the end of the email sequence.<\/p>\n<p>Micro-conversions could be any small user action like downloading an eBook, watching a tutorial video, creating their first project, signing up for a live webinar, or following your brand on its social media accounts.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/micro-conversions-vs-macro-conversions-saas_47ac464b83da57be077a207665237fa5_800.png 1x, https:\/\/images.storychief.com\/account_6827\/micro-conversions-vs-macro-conversions-saas_47ac464b83da57be077a207665237fa5_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/micro-conversions-vs-macro-conversions-saas_47ac464b83da57be077a207665237fa5_800.png 1x, https:\/\/images.storychief.com\/account_6827\/micro-conversions-vs-macro-conversions-saas_47ac464b83da57be077a207665237fa5_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/micro-conversions-vs-macro-conversions-saas_47ac464b83da57be077a207665237fa5_800.png\" alt=\"Micro-conversions vs macro-conversions SaaS\" \/><\/picture><\/figure>\n<p>Instead of haphazardly throwing in micro-conversions and hoping for the best, carefully plan them out to ensure that users have both the resources and knowledge they need to complete the <a href=\"https:\/\/userpilot.com\/blog\/micro-macro-conversion-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">bigger desired action<\/a> later on.<\/p>\n<p>In the example below, Mailchimp only asks users to create their first project. This is a five-minute task that will likely be viewed as a fairly small commitment. If the company had instead opened with an invitation to a two-hour product demo, then pushback would have been inevitable.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/mailchimp-onboarding-email-example_29b145edd084f9935f3af0b225df73f2_800.png 1x, https:\/\/images.storychief.com\/account_6827\/mailchimp-onboarding-email-example_29b145edd084f9935f3af0b225df73f2_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/mailchimp-onboarding-email-example_29b145edd084f9935f3af0b225df73f2_800.png 1x, https:\/\/images.storychief.com\/account_6827\/mailchimp-onboarding-email-example_29b145edd084f9935f3af0b225df73f2_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/mailchimp-onboarding-email-example_29b145edd084f9935f3af0b225df73f2_800.png\" alt=\"Mailchimp onboarding email example\" \/><\/picture><\/figure>\n<h3 id=\"5mpo3\">8. Align emails with your in-app messaging<\/h3>\n<p>Once an email has managed to get the user&#8217;s attention and bring it toward your product, you should continue this line of communication through the use of <a href=\"https:\/\/userpilot.com\/blog\/in-app-messaging-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messaging<\/a>.<\/p>\n<p>To keep things cohesive, make sure that both channels always use a similar tone of voice. If your emails sound a lot different from your <a href=\"https:\/\/userpilot.com\/blog\/best-in-app-messaging-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app messages<\/a>, then the entire brand personality will feel disjointed, poorly defined, and ultimately easier to forget.<\/p>\n<p>You should also use logic to pick up where the other channel left off. If you just sent a product update to the user, then clicking the CTA should direct them to an <a href=\"https:\/\/userpilot.com\/blog\/in-app-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">in-app onboarding flow<\/a> with additional guidance and messaging. These flows could consist of modals, tooltips, checklists, in-app notifications, and other <a href=\"https:\/\/userpilot.com\/blog\/onboarding-ux-patterns\/\" target=\"_blank\" rel=\"noopener noreferrer\">UX patterns<\/a>.<\/p>\n<p><span class=\"ng-star-inserted\">And to extend this seamless communication to your mobile users, mobile features are key; for instance, with a <a href=\"https:\/\/userpilot.com\/product\/mobile\/\" target=\"_blank\" rel=\"noopener\">native mobile SDK<\/a>, you can create targeted onboarding flows using slideouts, carousels, and push notifications.<\/span><\/p>\n<p>Here&#8217;s a look at how Kontentino welcomes users to their app and gives them a heads-up about the explainer emails they&#8217;ll be receiving (to ensure they anticipate + open them once they arrive).<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/kontentino-in-app-messaging_1be2a49d897d405929219c9abbba1322_800.png 1x, https:\/\/images.storychief.com\/account_6827\/kontentino-in-app-messaging_1be2a49d897d405929219c9abbba1322_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/kontentino-in-app-messaging_1be2a49d897d405929219c9abbba1322_800.png 1x, https:\/\/images.storychief.com\/account_6827\/kontentino-in-app-messaging_1be2a49d897d405929219c9abbba1322_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/kontentino-in-app-messaging_1be2a49d897d405929219c9abbba1322_800.png\" alt=\"Kontentino in-app messaging\" \/><\/picture><\/figure>\n<h3 id=\"6gvet\">9. Keep an eye on performance<\/h3>\n<p>Email marketing is an invaluable source of customer\/marketing data that you can collect and analyze. Depending on which goals you set for your email campaign, the <a href=\"https:\/\/userpilot.com\/blog\/essential-customer-success-kpis\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPIs<\/a> you track will be different.<\/p>\n<p>That being said, some common metrics that you can use include:<\/p>\n<ul>\n<li>Open rates<\/li>\n<li>Click-through rates (CTR)<\/li>\n<li>Conversion rates<\/li>\n<li>Unsubscribe rates (+ the reasons they unsubscribed)<\/li>\n<\/ul>\n<p>You&#8217;ll also need to find the right <a href=\"https:\/\/userpilot.com\/blog\/user-analytics-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">analytics tools<\/a> to track the email marketing metrics of your campaigns (unless your email marketing software already has a native analytics dashboard).<\/p>\n<h3 id=\"e2ra\">10. Send surveys for feedback<\/h3>\n<p>Another effective way to gauge the performance of your email marketing efforts is to gather and look at customer feedback. You can do this by sending out <a href=\"https:\/\/userpilot.com\/blog\/nps-saas-complete-guide\/\" target=\"_blank\" rel=\"noopener noreferrer\">NPS<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/improve-csat\/\" target=\"_blank\" rel=\"noopener noreferrer\">CSAT<\/a> surveys through email.<\/p>\n<p>Wise is a prime example of what efficient <a href=\"https:\/\/userpilot.com\/blog\/customer-feedback-collection\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer feedback collection<\/a> looks like:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wise-feedback-collection-survey_b568240b190020468363f09278c332ab_800.png 1x, https:\/\/images.storychief.com\/account_6827\/wise-feedback-collection-survey_b568240b190020468363f09278c332ab_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wise-feedback-collection-survey_b568240b190020468363f09278c332ab_800.png 1x, https:\/\/images.storychief.com\/account_6827\/wise-feedback-collection-survey_b568240b190020468363f09278c332ab_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/wise-feedback-collection-survey_b568240b190020468363f09278c332ab_800.png\" alt=\"Wise feedback collection survey\" \/><\/picture><\/figure>\n<h3 id=\"fnd\">11. Keep testing<\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/ab-testing-product-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">A\/B testing<\/a> (also known as split-testing) is an effective optimization strategy since it lets you test <a href=\"https:\/\/userpilot.com\/blog\/content-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\">multiple content variants<\/a> of emails or subject lines to see what resonates best with your audience.<\/p>\n<p>This <a href=\"https:\/\/userpilot.com\/blog\/marketing-experiments-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">experimentation<\/a> is especially important for subject lines as they&#8217;re a huge determiner of the open rates you&#8217;ll get across the entire campaign. You should also split-test the CTAs, format, length, multimedia, and personalization elements of your sequences.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/lemlist-split-testing_55228c0151f51a40ba27df615af0d461_800.png 1x, https:\/\/images.storychief.com\/account_6827\/lemlist-split-testing_55228c0151f51a40ba27df615af0d461_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/lemlist-split-testing_55228c0151f51a40ba27df615af0d461_800.png 1x, https:\/\/images.storychief.com\/account_6827\/lemlist-split-testing_55228c0151f51a40ba27df615af0d461_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/lemlist-split-testing_55228c0151f51a40ba27df615af0d461_800.png\" alt=\"Lemlist split-testing\" \/><\/picture><figcaption>Source: Lemlist.<\/figcaption><\/figure>\n<p>Split-testing also reduces the risk of failure since it allows you to spread your leads across multiple variants of a landing page or in-app flow \u2014 rather than putting all your eggs in one basket.<\/p>\n<h3 id=\"25s2\">12. Re-engage inactive users<\/h3>\n<p>While you&#8217;re tracking open and bounce rates, you&#8217;ll probably notice inactive users. The best remedy here would be to create a separate segment entirely for these inactive emails so you can send targeted re-engagement sequences their way.<\/p>\n<p>These <a href=\"https:\/\/userpilot.com\/blog\/saas-win-back-email-campaign-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">win-back campaigns<\/a> could:<\/p>\n<ul>\n<li>Highlight the features and benefits of your product<\/li>\n<li>Offer discounts and promo codes<\/li>\n<li>Request feedback through surveys<\/li>\n<li>Provide additional educational resources<\/li>\n<\/ul>\n<p>Ryte takes a very personal approach to <a href=\"https:\/\/userpilot.com\/blog\/reengage-inactive-users-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">re-engaging inactive users<\/a>:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/ryte-win-back-email-campaign_d869adb0c788d8af9f037cb9fb3ae789_800.png 1x, https:\/\/images.storychief.com\/account_6827\/ryte-win-back-email-campaign_d869adb0c788d8af9f037cb9fb3ae789_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/ryte-win-back-email-campaign_d869adb0c788d8af9f037cb9fb3ae789_800.png 1x, https:\/\/images.storychief.com\/account_6827\/ryte-win-back-email-campaign_d869adb0c788d8af9f037cb9fb3ae789_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/02\/ryte-win-back-email-campaign_d869adb0c788d8af9f037cb9fb3ae789_800.png\" alt=\"Ryte win-back email campaign\" \/><\/picture><\/figure>\n<h2 id=\"fcvt8\">Final words<\/h2>\n<p>As you can see, using email marketing platforms to educate users, send targeted messages to churned customers, and turn engaged users into loyal advocates is a worthwhile pursuit.<\/p>\n<p>If you choose the right email marketing software, track the right KPIs, and make sure your messaging is personalized, then you&#8217;ll be one step closer to a successful email automation campaign.<\/p>\n<p>Ready to start onboarding users more effectively? <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Get your free Userpilot demo today<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SaaS email marketing is the practice of advertising SaaS companies through email campaigns with the goal of acquiring new customers or increasing customer retention with existing customers. In this guide, we&#8217;ll go over the reasons why email marketing is important and showcase 12 SaaS email marketing strategies that you can use for your own email marketing campaigns.<\/p>\n","protected":false},"author":24,"featured_media":110472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[48],"tags":[869,306,285,1039,301,302,217,71,292,305],"class_list":["post-110471","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-user-onboarding-category","tag-customer-journey","tag-customer-onboarding","tag-customer-retention","tag-drive-growth","tag-email-marketing","tag-email-marketing-for-saas","tag-in-app-guidance","tag-onboarding","tag-product-growth","tag-saas-email-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>SaaS Email Marketing: 12 Strategies for Successful Campaigns<\/title>\n<meta name=\"description\" content=\"Want to leverage SaaS email marketing for your product? Learn how to acquire and retain users and create brand advocates with every sequence!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SaaS Email Marketing: 12 Strategies for Successful Campaigns\" \/>\n<meta property=\"og:description\" content=\"Want to leverage SaaS email marketing for your product? Learn how to acquire and retain users and create brand advocates with every sequence!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\" \/>\n<meta property=\"article:published_time\" content=\"2023-05-16T19:04:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-19T08:00:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/05\/saas-email-marketing-12-strategies-for-successful-campaigns_a4435acb1582d8082f3e12600e1f546b_2000.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1876\" \/>\n\t<meta property=\"og:image:height\" content=\"1228\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Emilia Korczynska\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emilia Korczynska\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"14 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\"},\"author\":{\"name\":\"Emilia Korczynska\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\"},\"headline\":\"SaaS Email Marketing: 12 Strategies for Successful Campaigns\",\"datePublished\":\"2023-05-16T19:04:37+00:00\",\"dateModified\":\"2026-03-19T08:00:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\"},\"wordCount\":2293,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/05\/saas-email-marketing-12-strategies-for-successful-campaigns_a4435acb1582d8082f3e12600e1f546b_2000.png\",\"keywords\":[\"customer journey\",\"customer onboarding\",\"customer retention\",\"drive growth\",\"email marketing\",\"email marketing for saas\",\"in-app guidance\",\"Onboarding\",\"product growth\",\"saas email marketing\"],\"articleSection\":[\"User Onboarding\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\",\"url\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/\",\"name\":\"SaaS Email Marketing: 12 Strategies for Successful Campaigns\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/saas-email-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2023\/05\/saas-email-marketing-12-strategies-for-successful-campaigns_a4435acb1582d8082f3e12600e1f546b_2000.png\",\"datePublished\":\"2023-05-16T19:04:37+00:00\",\"dateModified\":\"2026-03-19T08:00:34+00:00\",\"author\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\"},\"description\":\"Want to leverage SaaS email marketing for your product? 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