With all the revolutionary marketing platforms that emerge every day, it is easy for any SaaS business owner to underestimate the power of traditional email marketing. An email drip campaign is one of the most powerful ways of building and promoting your SaaS products while creating significant awareness of the business. The technique involves sending a series of pre-written and automated emails to your target audience at set intervals—daily, weekly, monthly, and quarterly.
The goal of the emails is to share all the latest valuable content about the company and its products with the target audience. The emails also nurture the relationship between the audience and the company. Besides emails, drip campaigns for SaaS companies may also be in the form of SMS, mobile apps, and push notifications, among others. We will further discuss the benefits of drip marketing for SaaS businesses below. Read on to learn more.
Email marketing automation
One of the leading benefits that you can reap from SaaS drip campaigns is email automation, which allows you to save lots of time. You will have more time to focus on the company’s crucial tasks as you no longer have to manually send out emails to each individual, which is overwhelming and time-consuming.
Higher engagement rates
SaaS drip campaigns are also a great way to maximize engagement levels with your target audience. The messages are regularly sent out, which means consistent contact with the intended audience. Eventually, you enjoy an increased likelihood of keeping the existing customers and converting the leads and subscribers into paying customers.
Lead Development
SaaS drip campaigns are also capable of nurturing your leads. The messages contain valuable information useful for educating and guiding your leads through their purchasing process, especially for companies offering complex products. With continuous informative and helpful emails, potential buyers enjoy constant education and entertainment until they are ready to buy from you.
Increases your customer retention rates
Besides the sales and pre-purchase marketing operations, SaaS drip campaigns have also been proven to enhance your customer retention level, which is the key to your business success. SaaS users who feel appreciated and valued are likely to stick around longer. One of the best ways of appreciating them includes sending them emails even after they make the purchase, keeping them updated on upcoming offers and discounts, and sending them thank-you and educational emails, among others. Even a simple email to know how the customer is doing makes them feel valued and appreciated.
It is Measurable
Another reason why you should invest more in SaaS drip campaigns is that they are measurable; you can easily track your performance. With an accurate measure of your marketing tools’ performance, you’ll know the most successful parts and the ones that need improvement to make the campaigns more effective. Other benefits of drip campaigns are that they are targeted and make it easier to re-engage inactive subscribers.
SaaS drip campaigns are the key to maximizing customer engagement and retention. However, you should ensure that you have the right drip campaign type for every available lead segment. Furthermore, for the best results, you should always send emails on time and on a regular basis. Finally, always keep track of your results and make the necessary adjustments to enhance the effectiveness of your marketing campaigns.
