3 Stunning SaaS Email Copywriting Examples
Posted: Tue Dec 03, 2024 6:36 am
There’s no doubt that B2B companies have the toughest time developing an effective marketing strategy. Not all content and channels are effective for B2B companies, who often have to learn the hard way, such as SaaS email.
However, among many strategies, email marketing has so far proven to be the most popular and effective one for B2B companies. These Hubspot statistics prove this point:
81% of B2B marketers say the most important content they develop is an email newsletter.
87% of B2B new zealand phone number library companies say email is one of their top free organic distribution channels.
90% of marketers in this field also confirm that the main metric they get from email marketing is engagement.
SaaS companies, which are also members of the B2B family, can gain a lot of benefits from email marketing. But without good copy, email marketing can turn out to be a disappointment and also a huge waste of money for a SaaS company.
So what does it take to write good SaaS email copy?
Let's see.
1. Open the door to new experiences with an onboarding email
One of the main purposes of email marketing is lead nurturing. In other words, you need to make sure that your subscriber becomes your loyal customer.
That’s why it’s important to diversify your email marketing strategy with onboarding emails. These emails introduce customers to new product experiences and convince them to purchase or continue using your service.
There are three types of onboarding emails you can use in your SaaS email marketing campaign:
Welcome emails. These messages are an absolute must, as they are the first step in introducing a new customer to your product. Plus, welcome emails have a whopping 50% open rate, so why not take advantage of that?
Polls and surveys. While these messages aren’t exclusive to the onboarding process, they can help you find out how satisfied a new user is with your product.
Re - engagement emails – If it’s been a while and your subscriber hasn’t purchased your product yet, you can nudge them slightly in the right direction by using various types of re-engagement emails.
In fact, getting a new customer is a complicated process, and the quality of your email copy can make or break your lead nurturing journey.
How to craft a good onboarding email?
Let's consider the following example of a SaaS company.
Tidio, one of the world’s leading chatbot companies, has an excellent customer onboarding process, which includes all three types of emails mentioned above.
Let's take a quick look at Tidio's welcome email as an example. It's a simple message containing essential details about the company and its product:
What do we see here?
An introductory part. The company greets the potential new client and briefly mentions what it does for its clients.
Benefits The post then includes social proof to show how Tidio’s product helps thousands of businesses increase their revenue.
Product details. The email then continues with a brief description of one of the product’s features and how it works. Additionally, the subscriber also gets all the necessary details on how to set up the product.
A call-to-action button. This essential element is present throughout the email and helps the new customer quickly access the dashboard and navigate through other product features.
As you can see, a welcome email doesn't have to be too long or contain too many details. You don't want to bombard a new user with too much information.
Instead, spread this information across multiple onboarding emails and begin nurturing your new lead gradually, enticing them with increasingly interesting product features.
How to get more subscribers?
It’s a ‘Duh!’ moment. Of course, you can’t have a successful customer onboarding process if you don’t have anyone to onboard. That’s why it’s necessary to invest in building a subscriber list beforehand.
How can you do it faster?
Pop-ups are the way to go. They can help you collect your subscribers' information, including their names and email addresses, completely automatically. Plus, there are plenty of other benefits too:
you build brand awareness
Your business saves costs
Pop-ups add a new revenue stream.
Poptin can help you take advantage of all these benefits. Our service allows businesses, both large and small, to create popups in a matter of minutes and track their performance through our automated dashboard. You can also sign up for free and start testing our service to see if it fits your business needs.
2. Create product guides
Another reason why email marketing is so beneficial for SaaS companies is that it provides an additional opportunity to educate customers about their products.
One way these companies do this via email is by sending out different product guides.
SaaS products are often quite complex and feature-rich. Sometimes, customers may not even be aware of all the benefits your product can bring to them. Therefore, creating a set of emails with product guides can help them learn more about what they are missing.
What should product guide emails look like?
Take Canva's email, for example.
Canva is a service that offers templates for personal use and marketing purposes. Among the many features of its product, Canva subscribers can also create presentations. To educate its customers about this option, the company sends a product guide via email. It briefly explains the process of creating a presentation using the Canva dashboard:
Let's take a closer look at this email.
As you can see, the structure of Canva’s product guide email resembles a blog post, but shorter. You can notice the following structural elements:
Introduction. This section gives the reader an idea of why the visual appearance of a presentation is important to how it tells the story.
Product Benefits. The email goes straight to describing how Canva’s storyboard template can solve the problem stated in the introduction.
Guide to using the product feature. This is the main section, where the customer briefly learns about each step of building a presentation with the Canva solution.
Call to action. The email ends with an invitation to put this guide into practice and present using the Canva dashboard.
The great thing about these product guide emails is that they increase your company's credibility because you put in the effort to educate your customers more about your services.
This approach to email marketing makes your business stand out from the competition because you're not trying to force your services on your customers. You're simply showing them the benefits of your product.
What else can your product guide email copy include?
The product guide email mentioned above promotes the product directly. However, these emails can't be that straightforward either.
You can also write a product guide email copy that just gives general tips. Canva also has an example of such an email:
This email provides basic design tips using Canva's built-in solutions. Alongside the text, there are also animations explaining the process outlined in the email.
As with any other digital copy, it is important to keep these emails well edited and proofread. You can do this by using online tools such as Grammarly, TrusMyPaper or MejorEnsayoEducación .
On top of that, it can be helpful to add some social proof to these emails. It will help increase the credibility of the content and make you look like the industry leader.
3. Celebrate your customers' achievements
The goal of any marketing strategy is to win the hearts of customers. And one of the key tricks to do this quickly and effectively is through personalization.
Customers are always expecting a more personalized approach from brands. Reportedly, 80% of customers say they are more likely to purchase from companies that offer highly personalized experiences.
Email marketing is one of the ways that can help SaaS companies add more personalization to the customer journey. And celebrating the goals your customers have achieved with the help of your product can be a great opportunity to help you achieve that.
How to Write Email Copy That Celebrates Your Clients' Goals
Grammarly, an online editing service, has one of the best examples of this type of email.
What's good about this email?
It offers a weekly goal update. This way, the email encourages the customer to continue using Grammarly’s service to unlock more achievements.
Show evidence of how the goal was achieved. The power is in numbers. In fact, when using Grammarly’s product, its users rarely think about how productive they are and how accurate their writing is. Providing them with some performance statistics can reassure them to keep using Grammarly’s service to achieve their goals.
There is a social aspect to this email. Grammarly encourages its users to celebrate their achievements with others on social media. It’s like a virtual pat on the back for doing a great job.
You can also use such emails during the onboarding process to nudge your customers towards making the right purchasing decision. This email doesn’t force your product. On the contrary, it showcases the benefits of your product in all its glory and makes your customers more confident that they have chosen the right solution that meets their needs.
To you
Contrary to popular misconception, SaaS email marketing doesn’t have to be boring. The email examples we present to you effectively demonstrate this point.
So don't be afraid to let your creativity run wild. However, don't forget that your emails should have educational value and demonstrate that your company is a leader in its industry.
About the author
Kristin Savage Nourishes, ignites, and empowers using the magic of a word. She now works as a contributing writer at TrustMyPaper . In addition to earning her Creative Writing degree, Kristin was gaining experience in the publishing industry, with expertise in marketing strategies for publishers and authors.
However, among many strategies, email marketing has so far proven to be the most popular and effective one for B2B companies. These Hubspot statistics prove this point:
81% of B2B marketers say the most important content they develop is an email newsletter.
87% of B2B new zealand phone number library companies say email is one of their top free organic distribution channels.
90% of marketers in this field also confirm that the main metric they get from email marketing is engagement.
SaaS companies, which are also members of the B2B family, can gain a lot of benefits from email marketing. But without good copy, email marketing can turn out to be a disappointment and also a huge waste of money for a SaaS company.
So what does it take to write good SaaS email copy?
Let's see.
1. Open the door to new experiences with an onboarding email
One of the main purposes of email marketing is lead nurturing. In other words, you need to make sure that your subscriber becomes your loyal customer.
That’s why it’s important to diversify your email marketing strategy with onboarding emails. These emails introduce customers to new product experiences and convince them to purchase or continue using your service.
There are three types of onboarding emails you can use in your SaaS email marketing campaign:
Welcome emails. These messages are an absolute must, as they are the first step in introducing a new customer to your product. Plus, welcome emails have a whopping 50% open rate, so why not take advantage of that?
Polls and surveys. While these messages aren’t exclusive to the onboarding process, they can help you find out how satisfied a new user is with your product.
Re - engagement emails – If it’s been a while and your subscriber hasn’t purchased your product yet, you can nudge them slightly in the right direction by using various types of re-engagement emails.
In fact, getting a new customer is a complicated process, and the quality of your email copy can make or break your lead nurturing journey.
How to craft a good onboarding email?
Let's consider the following example of a SaaS company.
Tidio, one of the world’s leading chatbot companies, has an excellent customer onboarding process, which includes all three types of emails mentioned above.
Let's take a quick look at Tidio's welcome email as an example. It's a simple message containing essential details about the company and its product:
What do we see here?
An introductory part. The company greets the potential new client and briefly mentions what it does for its clients.
Benefits The post then includes social proof to show how Tidio’s product helps thousands of businesses increase their revenue.
Product details. The email then continues with a brief description of one of the product’s features and how it works. Additionally, the subscriber also gets all the necessary details on how to set up the product.
A call-to-action button. This essential element is present throughout the email and helps the new customer quickly access the dashboard and navigate through other product features.
As you can see, a welcome email doesn't have to be too long or contain too many details. You don't want to bombard a new user with too much information.
Instead, spread this information across multiple onboarding emails and begin nurturing your new lead gradually, enticing them with increasingly interesting product features.
How to get more subscribers?
It’s a ‘Duh!’ moment. Of course, you can’t have a successful customer onboarding process if you don’t have anyone to onboard. That’s why it’s necessary to invest in building a subscriber list beforehand.
How can you do it faster?
Pop-ups are the way to go. They can help you collect your subscribers' information, including their names and email addresses, completely automatically. Plus, there are plenty of other benefits too:
you build brand awareness
Your business saves costs
Pop-ups add a new revenue stream.
Poptin can help you take advantage of all these benefits. Our service allows businesses, both large and small, to create popups in a matter of minutes and track their performance through our automated dashboard. You can also sign up for free and start testing our service to see if it fits your business needs.
2. Create product guides
Another reason why email marketing is so beneficial for SaaS companies is that it provides an additional opportunity to educate customers about their products.
One way these companies do this via email is by sending out different product guides.
SaaS products are often quite complex and feature-rich. Sometimes, customers may not even be aware of all the benefits your product can bring to them. Therefore, creating a set of emails with product guides can help them learn more about what they are missing.
What should product guide emails look like?
Take Canva's email, for example.
Canva is a service that offers templates for personal use and marketing purposes. Among the many features of its product, Canva subscribers can also create presentations. To educate its customers about this option, the company sends a product guide via email. It briefly explains the process of creating a presentation using the Canva dashboard:
Let's take a closer look at this email.
As you can see, the structure of Canva’s product guide email resembles a blog post, but shorter. You can notice the following structural elements:
Introduction. This section gives the reader an idea of why the visual appearance of a presentation is important to how it tells the story.
Product Benefits. The email goes straight to describing how Canva’s storyboard template can solve the problem stated in the introduction.
Guide to using the product feature. This is the main section, where the customer briefly learns about each step of building a presentation with the Canva solution.
Call to action. The email ends with an invitation to put this guide into practice and present using the Canva dashboard.
The great thing about these product guide emails is that they increase your company's credibility because you put in the effort to educate your customers more about your services.
This approach to email marketing makes your business stand out from the competition because you're not trying to force your services on your customers. You're simply showing them the benefits of your product.
What else can your product guide email copy include?
The product guide email mentioned above promotes the product directly. However, these emails can't be that straightforward either.
You can also write a product guide email copy that just gives general tips. Canva also has an example of such an email:
This email provides basic design tips using Canva's built-in solutions. Alongside the text, there are also animations explaining the process outlined in the email.
As with any other digital copy, it is important to keep these emails well edited and proofread. You can do this by using online tools such as Grammarly, TrusMyPaper or MejorEnsayoEducación .
On top of that, it can be helpful to add some social proof to these emails. It will help increase the credibility of the content and make you look like the industry leader.
3. Celebrate your customers' achievements
The goal of any marketing strategy is to win the hearts of customers. And one of the key tricks to do this quickly and effectively is through personalization.
Customers are always expecting a more personalized approach from brands. Reportedly, 80% of customers say they are more likely to purchase from companies that offer highly personalized experiences.
Email marketing is one of the ways that can help SaaS companies add more personalization to the customer journey. And celebrating the goals your customers have achieved with the help of your product can be a great opportunity to help you achieve that.
How to Write Email Copy That Celebrates Your Clients' Goals
Grammarly, an online editing service, has one of the best examples of this type of email.
What's good about this email?
It offers a weekly goal update. This way, the email encourages the customer to continue using Grammarly’s service to unlock more achievements.
Show evidence of how the goal was achieved. The power is in numbers. In fact, when using Grammarly’s product, its users rarely think about how productive they are and how accurate their writing is. Providing them with some performance statistics can reassure them to keep using Grammarly’s service to achieve their goals.
There is a social aspect to this email. Grammarly encourages its users to celebrate their achievements with others on social media. It’s like a virtual pat on the back for doing a great job.
You can also use such emails during the onboarding process to nudge your customers towards making the right purchasing decision. This email doesn’t force your product. On the contrary, it showcases the benefits of your product in all its glory and makes your customers more confident that they have chosen the right solution that meets their needs.
To you
Contrary to popular misconception, SaaS email marketing doesn’t have to be boring. The email examples we present to you effectively demonstrate this point.
So don't be afraid to let your creativity run wild. However, don't forget that your emails should have educational value and demonstrate that your company is a leader in its industry.
About the author
Kristin Savage Nourishes, ignites, and empowers using the magic of a word. She now works as a contributing writer at TrustMyPaper . In addition to earning her Creative Writing degree, Kristin was gaining experience in the publishing industry, with expertise in marketing strategies for publishers and authors.