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8 Email Marketing Metrics That Actually Matter in 2024

Julian Lankstead
Julian Lankstead
Feb 9, 2024
8 Email Marketing Metrics That Actually Matter in 2024
8 Email Marketing Metrics That Actually Matter in 2024

It's time to get real with your email marketing metrics. Forget vanity numbers like open rates (though, who doesn't love a good open?). We're talking metrics that go beyond the "seen" and show the "sold," the "clicked," and the "aha!" moments marking your campaign success.

Email marketing is about laser-targeting your audience and driving results. But with data points, how do you know what truly matters?

Ditch the guesswork with our 8 must-track email metrics. We'll break down the what, why, and how behind each one, empowering you to optimize your campaigns.

Let’s get to it!

What are email marketing metrics?

Email marketing metrics are quantifiable measures that tell you how your email campaigns perform and how recipients interact with your emails. Additionally, by monitoring your email marketing metrics you can evaluate the effectiveness of your email marketing strategy. Email marketing metrics have four general classifications:

  • Engagement: These rates tell you if your audience is  interacting with your messages. Examples are open rates, click-through rates, and email sharing/forwarding.
  • Conversion: These rates measure the success of your campaigns in guiding recipients toward the desired action. The major metrics that show how your email converts are the conversion rates and revenue per email. 
  • Delivery & Health: These rates give you crucial insights into the technical health of your campaigns, ensuring your emails reach the right inboxes and avoid dreaded spam folders. Examples include bounce rates and spam complaints.
  • Growth: These tell you how your email list is evolving, helping you attract new subscribers and retain existing ones. List growth rate and churn rate are examples of growth metrics.

By regularly racking these key metrics, you can use data to confidently fine-tune your email strategy and ensure it is consistently generating results and helping you achieve your marketing goals.

Why are metrics important in email marketing?

With over $10 billion - with a B - generated through email marketing, learning how to read and understand your email metrics helps you get the most of your efforts and maximize results. Metrics aren't just numbers; they're storytellers, truth-tellers, and action-prompters. 

They help you:

  1. Optimize your campaigns: By identifying underperforming aspects, you can make informed adjustments. For instance, A/B testing based on metrics allows you to experiment with elements like subject lines, visuals, or call-to-action buttons. This process helps you optimize your campaigns for maximum impact. It ensures you continually improve your strategy.
  2. Craft captivating content: Understanding what content resonates allows you to tailor future emails to cater to their preferences. For example, analyzing open rates helps you gauge the effectiveness of your subject lines. Likewise, click-through rates highlight the content that attracts the most interest. This insight enables you to craft more compelling and relevant content, increasing engagement.
  3. Predict trends and stay ahead of the curve: Regularly tracking metrics provides a historical view of your email performance. Patterns and trends in metrics can indicate changing audience preferences or industry shifts. By staying attuned to these trends, you can anticipate changes in your audience's behavior and adjust your email marketing strategy accordingly. This approach keeps you ahead of the curve and ensures your campaigns remain relevant.
  4. Prove the ROI of your email marketing efforts: Metrics provide tangible evidence of your success, justifying your investment and securing buy-in from stakeholders. They provide quantifiable data on key performance indicators, demonstrating the impact of your efforts. When presenting these metrics to stakeholders, you're not just sharing numbers. You're showcasing the tangible results of your campaigns. This, in turn, helps in securing continued support from key decision-makers.

In short, email marketing metrics transform guesswork into actionable insights. For the next stop, we'll dig into the top 8 email marketing metrics you need to track in 2024.

8 email marketing metrics that actually matter 

Email marketing metrics are like the vital signs of your email campaigns. They help you understand how well your emails are performing and how engaged your audience is. 

Let's break down a few key metrics:

1. Click-through rate

The click-through metric tells how many folks clicked on the links you dropped in your email. It is a direct indicator of engagement, showcasing the effectiveness of your content and the resonance of your call-to-action. It's like the applause after a killer performance - you want lots of it!

Why click-through rates matter

  1. Audience engagement: CTR shows the level of interest your email generates. A higher CTR indicates that your audience finds your content compelling and is motivated to take further action.
  2. Content Relevance: Check the links that get the most clicks. You can tell the specific content that resonates with your audience by analyzing the links that receive the most clicks. This knowledge is invaluable for tailoring future emails to match their preferences.
  3. Call-to-Action (CTA) Check: A solid CTR means your CTA is compelling, making people tap their screens. If your CTA is clear, compelling, and strategically placed, it should drive a higher click-through rate.

How to calculate CTR

Divide the unique clicks by the number of delivered emails, then multiply by 100.

Let’s say you sent out your email to 1,000 subscribers, and after, you find out that 150 people clicked on your links.

Your Click-Through Rate is 15%. It means 15% of your audience decided to click on your links.

A Click-Through Rate (CTR) of 15% is generally considered quite good. It indicates that many of your audience found your email content compelling enough to take action by clicking on the links. 

A typical CTR can vary by industry and the nature of the email, but a rate of 15% suggests that your email engaged a substantial portion of your audience.

Tips to increase click-through rate

  • Compelling Content: Craft engaging and relevant content that entices readers to explore further.
  • Clear CTAs: Ensure your calls-to-action are clear, prominent, and aligned with the overall goal of your email campaign.
  • A/B Testing: Experiment with elements like CTA placement, wording, or design. That will help you identify what resonates best with your audience.

2. Unsubscribe rate

Unsubscribe Rate metric that reveals the percentage of recipients who choose to opt out of your email list. It's a measure of disengagement and signals when subscribers stop receiving your emails.

Why unsubscribe rates matter

  • Audience feedback: Unsubscribe Rate provides direct feedback from your audience. When someone unsubscribes, it's a clear signal that something about your emails might not resonate with them.
  • Content evaluation: A sudden spike in unsubscribes after a specific email indicates it's time to evaluate the content or frequency of your emails. It helps you identify potential issues and make adjustments.
  • List health: Monitoring the unsubscribe rate helps maintain a healthy email list. High unsubscribe rates might be a sign that your list needs cleaning. It may also mean you're overloading subscribers with too many emails.

How to calculate unsubscribe rate

To calculate the unsubscribe rate per email campaign, divide the number of unsubscribes by the number of active subscribers, then multiply by 100.

Let's say you sent out 1,000 emails, and during that time, 20 subscribers decided to bid farewell and clicked that unsubscribe link.

So, your unsubscribe rate is 2%. It means 2% of those who received your email decided to part ways.

This rate is acceptable because a low unsubscribe rate is generally considered positive. Keep monitoring this metric to ensure it stays healthy, and adjust your email strategy if needed.

Tips to reduce unsubscribe rate

  • Feedback loop: Some unsubscribe forms ask why people are leaving. Use this feedback to tweak your content strategy. It's like learning what songs people want to skip.
  • Frequency poll: If you see a significant increase in unsubscribes, assess the frequency of your emails. Finding the right balance ensures you stay in touch without overwhelming your audience.
  • Content variety: Try to keep your content fresh and varied to maintain subscriber interest. A diverse range of content reduces the likelihood of audience fatigue.

Unsubscribe Rate is a metric that helps you stay attuned to your audience's preferences. While losing subscribers is inevitable, using this data wisely allows you to refine your approach and keep your email list healthy.

3. Conversion rate

Conversion Rate is the metric that tells you how many recipients clicked on your email links and took the desired action afterward. It depicts the moment when engagement translates into success.

Why conversion rates matter

  1. Actionable engagement: Unlike clicks, which show interest, the conversion rate zooms in on the real deal—actions. It could be making a purchase, filling out a form, or any goal you set for your email.
  2. Effectiveness gauge: A high Conversion Rate means your email grabbed attention and convinced people to follow through. It's a solid indicator that your email is effective in driving results.
  3. Campaign impact: Conversion Rate ties directly to your campaign objectives. Whether it's boosting sales or nurturing leads, this metric shows how well your emails contribute to these outcomes.

How to calculate with an example

Divide the number of conversions by the number of emails delivered, then multiply by 100.

Let's say you sent out an email campaign, and out of the 200 clicks, 10 people made a purchase.

So, your conversion rate is 5%. 5% of the folks who clicked on your links became happy customers.

In the example provided, the Spam Complaint Rate is 0.5%. Generally, a Spam Complaint Rate of 0.1% or lower is considered acceptable in the industry. In this case, 0.5% is on the higher side.

A higher spam complaint rate can impact your sender reputation and deliverability. It's essential to investigate the reasons behind the complaints.

Tips to improve conversion rate

  1. Define your goals: Clearly outline the actions you want your audience to take. Whether making a purchase or signing up for an event, a defined goal makes tracking conversions more meaningful.
  2. Optimize landing pages: Often, the conversion journey doesn't end in the email; it continues on a landing page. Ensure your landing pages are aligned with your email content to facilitate a seamless transition.
  3. CTA clarity: Make your call-to-action (CTA) crystal clear. Ambiguity can be a conversion killer. Guide your audience on what steps to take next.

4. Spam complaint rate

The Spam Complaint Rate is the guardian at the gate, telling you how many recipients marked your email as spam. The metric ensures your emails stay in the inbox and out of the dreaded spam folder.

Why spam complaint rates matter

  • Deliverability Concerns: A high Spam Complaint Rate is a red flag. Email providers take spam complaints seriously, and if your rate is too high, it could impact your email deliverability.
  • Content Evaluation: High spam complaints suggest that something in your email content or frequency irks your audience. It's a signal to evaluate and tweak your approach.
  • Brand Reputation: Consistently landing in the spam folder harms your brand's email reputation. Maintaining a low Spam Complaint Rate is crucial for a positive sender reputation.

How to calculate with an example

Divide the number of spam complaints by the number of delivered emails, then multiply by 100.

If you sent out 1,000 emails and received 5 spam complaints:

So, your Spam Complaint Rate is 0.5%. Keeping it low ensures your emails keep landing in the inbox where they belong.

How to keep it low

  • Opt-In Strategies: Ensure your subscribers willingly opt-in to receive your emails. Unwanted emails are more likely to be marked as spam.
  • Clear Unsubscribe Option: Make it easy for subscribers to opt-out. A transparent unsubscribe process reduces the likelihood of spam complaints.
  • Content Relevance: Send content that aligns with subscriber expectations. Misleading or irrelevant content increases the chances of being marked as spam.

5. Bounce rate

Bounce Rate is the email metric that tells you the percentage of emails that couldn't be delivered successfully. Those are emails that fail to reach their intended recipient's inbox.

Why bounce rates matter

  • Delivery health check: Bounce Rate is your go-to for checking the health of your email delivery. A high bounce rate could indicate issues with your email list or the quality of your contacts.
  • List cleanliness: Regularly monitoring bounce rates helps keep your email list clean. Removing invalid or inactive email addresses ensures you send to an engaged audience.
  • Sender reputation: High bounce rates can negatively impact your sender reputation. Email providers pay attention to bounce rates when determining the credibility of senders.

How to calculate a bounce rate

Divide the number of bounced emails by the number of sent emails, then multiply by 100.

If you sent out 1,000 emails and 30 of them bounced:

So, your Bounce Rate is 3%. It means 3% of your emails hit a roadblock and couldn't be delivered. 

A Bounce Rate of 3% is generally considered acceptable. It's common to have a small percentage of bounces due to some factors. It could be temporary issues with the recipient's email server or invalid email addresses on your list.

But, if you notice a sudden increase or if it consistently exceeds 5%, investigate and take corrective actions

Tips to reduce bounce rate

  • Segmentation and targeting: Ensure you send emails to relevant audiences. This reduces the chances of bouncing due to mismatched content.
  • Regular list cleaning: Remove invalid or inactive email addresses from your list. It's like decluttering your guest list for a smoother party.
  • Use double opt-in: Implementing a double opt-in process ensures subscribers genuinely want to receive your emails, reducing the likelihood of bounces.

6. Deliverability rate

The deliverability email marketing metric measures the percentage of emails that successfully reach your recipients' inboxes.  

Why deliverability matters

  • Inbox presence: Deliverability rate checks if your emails land in the inbox, not the dreaded spam folder. High deliverability means your messages are reaching your audience effectively.
  • Sender reputation: Email providers consider your deliverability when assessing your sender reputation. Consistently high deliverability contributes positively to your reputation as a sender.
  • Engagement impact: Emails that reach the inbox have a better chance of being opened and engaged. A high deliverability rate sets the stage for successful email campaigns.

How to calculate with an example

Subtract the bounce rate from 100%. 

If you sent out 1,000 emails and 970 of them successfully reached the inbox:

So, your Deliverability Rate is 97%. It means 97% of your emails successfully navigated the inbox maze.

A Deliverability Rate of 97% is excellent. It shows that most of your emails successfully reach the intended inboxes. That is a positive sign for the effectiveness of your email campaigns.

Tips to ensure high deliverability

  • Clean email lists: Regularly update your email lists to remove invalid or inactive addresses. This enhances deliverability by focusing on engaged recipients.
  • Authentication protocols: Implement authentication protocols like DKIM and SPF to verify your identity as a sender. This adds credibility and improves deliverability.
  • Engagement strategies: Craft engaging content that encourages opens and clicks. Positive recipient interactions boost your sender reputation.

7. List growth rate

List Growth Rate measures how fast your email subscriber list is expanding. It's is the percentage by which your email list grows over a specific period.

Why list growth matters

  1. Audience reach: A growing email list means a broader audience for your messages. It expands the reach of your campaigns and potential engagement.
  2. Fresh perspectives: New subscribers bring fresh perspectives. A diverse audience can provide valuable insights and enhance the overall engagement with your content.
  3. Long-term sustainability: A healthy List Growth Rate contributes to the long-term sustainability of your email marketing efforts. It ensures a continuous influx of potential customers and supporters.

How to calculate list growth rate

Divide the difference between your current and previous list size by your previous list size, then multiply by 100.

If you started the month with 1,000 subscribers and ended with 1,200:

So, your List Growth Rate is 20%. It means your email party gained 20% more attendees during the month. A 20% growth rate is quite good. It generally suggests effective strategies for attracting new subscribers.

How to boost list growth

  1. Engaging opt-in forms: Craft engaging and clear opt-in forms on your website, landing pages, and social media. Make subscribing easy and enticing.
  2. Lead magnets: Offer lead magnets like e-books, exclusive content, or discounts to encourage sign-ups. Provide value to your audience from the get-go.
  3. Social media promotion: Leverage your social media channels to promote your email newsletter. Use teasers and highlights to spark interest and drive sign-ups.

8. ROI on emails

Return on Investment (ROI) on emails assesses the profitability of your email marketing campaigns. It's the revenue generated for each dollar spent on your email marketing campaign.

Why ROI matters

  1. Business impact: ROI on emails directly ties to your email efforts to business outcomes. It measures how well your campaigns contribute to revenue generation and overall business success.
  2. Resource allocation: Understanding the ROI helps in optimizing resource allocation. It guides decisions on budget, time, and efforts invested in email marketing based on the returns achieved.
  3. Performance benchmark: ROI is a benchmark for the success of individual campaigns. It enables you to identify high-performing strategies and areas that might need improvement.

How to calculate ROI on emails

Subtract the cost of your email marketing campaign from your revenue from the campaign, then divide it by the campaign cost.

For example, if your email campaigns generated $5,000 in revenue, and the cost was $1,000:

So, your ROI on Emails is 400%. It means for every dollar invested in email campaigns, you generated a return of $4.

An ROI on Emails of 400% is excellent. It shows that your email marketing campaigns generate substantial returns compared to the costs. 

Tips to improve your ROI on emails

  1. Segment your audience: Tailor your emails to different segments of your audience based on factors like demographics, behavior, or purchase history. Personalized and targeted content tends to perform better.
  2. Optimize email timing: Experiment with sending emails at different times and days to find the optimal schedule for your audience. Understanding when your subscribers are most active can boost engagement.
  3. Create catchy subject lines: The subject line is the gateway to your email. Create attention-grabbing and compelling subject lines that entice recipients to open and explore the content inside.
  4. Clear calls-to-action (CTAs): Make your CTAs prominent, clear, and enticing. Guide your audience on the actions you want them to take, whether making a purchase, signing up, or downloading.
  5. A/B testing: Experiment with different elements of your emails, such as subject lines, visuals, or CTAs, using A/B testing. This helps identify what resonates best with your audience and allows you to optimize accordingly.
  6. Monitor analytics: Regularly analyze the performance metrics of your campaigns. Identify what's working well and areas for improvement. Data-driven insights help in making informed decisions.
  7. Maintain list hygiene: Regularly clean and update your email list. Removing inactive or invalid subscribers helps maintain a healthy list and ensures your messages reach an engaged audience.

The Power of Design: Elevating email metrics with Beefree

Beyond just the numbers and data crunching, how your emails look and work can make a big difference in getting people interested and clicking through. In the fast-paced world of email marketing, where every click and conversion is a big deal, having emails that are responsive, eye-catching, and well-optimized is key.

That's where Beefree comes in. With its user-friendly interface and intuitive features, Beefree empowers you to create emails that not only meet but exceed the expectations set by the metrics that truly matter. It's not just about meeting expectations; it's about blowing them away. Beefree ensures that your emails are not just visually appealing but also strategically crafted for maximum impact, making a real connection with your audience. The best part? It's free! 

Start designing now!

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5 Healthcare Email Examples Where Education Meets Promotion"

We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending informative with promotional content that presents itself as an empathetic helping hand.
Emily Santos
Jul 12, 2024

Effective email marketing in healthcare can have immense ROI. After all, it is a cost-effective and direct line of communication with your patients that, when done right, can drive engagement, encourage repeat visits, and help build ongoing trust and credibility. However, healthcare providers are faced with unique challenges when it comes to using email marketing. 

On the one hand, the goal is to engage patients and provide value to help build long-term relationships. On the other hand, the goal is to promote your services and, ideally, boost revenue via this marketing strategy. This balance can be tricky to achieve due to the sensitive nature of the healthcare industry; however, it is not impossible.


We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending valuable, informative content that addresses patient’s concerns with promotional content that presents itself as an empathetic helping hand.  

Healthcare newsletter examples

Sending monthly or weekly newsletters is an excellent way to strengthen relationships with patients or customers. These regular communications serve as a direct line to your audience, allowing you to engage and educate them on relevant health topics consistently. 

Each newsletter provides an opportunity to share reliable and practical health tips and update patients about clinic changes, new services, or special offerings. 

Everlywell 

Everlywell offers folks with at-home “health and wellness solutions.” In a recent newsletter they focus their message on addressing stress, a common concern among their audience. The email begins by empathizing with the reader, reassuring them that stress is a widespread issue, therefore establishing an immediate connection with their readers. 

By offering a free solution—specifically, a list of vitamins and supplements known to alleviate stress—Everlywell demonstrates its commitment to customer well-being. Simultaneously, by subtly promoting its own supplements within the email's content, it reinforces the message that Everlywell not only understands the reader's concerns but also provides practical solutions. 

everlywell healthcare newsletter email example
Free newsletter templates: https://beefree.io/templates/newsletter 

Seasonal health campaigns 

Another great way to connect with patients beyond the clinic is to send seasonal health campaigns. These campaigns are highly effective because they relate to current health concerns and conditions prevalent during specific times of the year.

Seasonal health campaigns allow healthcare providers to proactively address issues that are top-of-mind for patients during different seasons. 

Natalist

Natalist offers “fertility, pregnancy, and postpartum essentials.” To ring in the new year, their email “TTC in the new year?” leans into the possibility that with a new year, folks begin to consider trying to conceive, thoughtfully tapping taps into the natural inclination people have to reflect on life changes and set new goals as the calendar turns.

This thoughtful and well-timed campaign exemplifies how healthcare providers can connect with their audience by aligning their messaging with their customers' lives' natural rhythms and aspirations.

natalist seasonal healthcare email example
Browse our catalog of free seasonal templates: https://beefree.io/templates 

Promotional healthcare emails 

Promotional healthcare emails can significantly increase patient engagement. Offers tailored to patient needs can inform and encourage them to consider services they may not have known about. However, healthcare promotion emails come with their own set of challenges, HIPAA being the biggest hurdle.

ivee

Ivee offers “individualized medical care” services directly from home, including urgent care, diagnostic testing, IV therapy, and more. In a promotional email about their Membership and Programs, ivee takes the route of promotion through education.

Promoting medical treatments and procedures can be complex and often leaves patients with numerous questions and uncertainties.

ivee’s promotional email addresses this challenge by ensuring the content is clear, concise, and informative. Instead of overwhelming patients with technical jargon or complicated medical terms, Ivee breaks down the information into 3 digestible segments that guide the reader through their offerings:

  1. What the patient will receive
  2. How the program works
  3. What the next steps are 

ivee’s educational approach in its promotional email informs and empowers patients, building trust and confidence in their services. 

By addressing potential questions upfront, ivee reduces any concern that the patient may have regarding this service. This method of promotion through education is particularly effective in healthcare, where informed patients are more likely to engage with and benefit from the services offered.

ivee promotional healthcare email
Free product promotion templates: https://beefree.io/templates/product-promotion 

Free service promotion templates: https://beefree.io/templates/service-promotion 

Patient testimonials and success stories 

Using patient testimonials and stories in healthcare emails helps build trust and credibility. When potential patients read or hear about others who have successfully navigated similar health challenges, it reassures them of the effectiveness and reliability of the services offered. These narratives humanize the healthcare experience, which can sometimes feel cold and direct, by showcasing real people and their journeys. 

Much like any healthcare email, this one is particularly affected by the US HIPAA regulations. These emails require explicit consent and the careful handling of personal information. 

Additionally, it is crucial that these testimonials and stories remain authentic. Fabricated or exaggerated stories can damage credibility, and it's important to avoid over-promising outcomes. 

GoodRx

GoodRx provides telemedicine to track prescription drug pricing in the United States and offers drug coupons and medication discounts. In an email promoting their telehealth services, they use a patient testimonial to communicate the ease of their service.

GoodRx balances this strategy with maintaining client privacy by using anonymized testimonials and obtaining explicit consent from the patient. Anonymized testimonials protect the identity of the patients by removing any personal identifiers, ensuring that their privacy is not compromised while still providing authentic feedback about the service.

GoodRx patient email example
Free template to feature your client testimonials: https://beefree.io/template/customer-reviews-product-template 

Transactional healthcare email examples

Transactional emails play an important role in healthcare, allowing providers to share essential information that brings ease to the patient’s experience. More specifically, transactional emails improve operational efficiency. Some examples of transactional emails in healthcare include

  • Appointment confirmations and reminders
  • Prescription and medication updates
  • Follow-up care instructions
  • Billing and payment notification
  • Patient portal access 

Hims

Hims is an “online telehealth platform that provides virtual healthcare and support for men's health.” In the order confirmation email below, Hims offers the patient important order information such as order ID, date paid, total charge, and payment method. 

This transparency ensures patients have all the necessary details about their purchase, enhancing their trust in the platform. Additionally, Hims goes beyond just transactional information to offer patients peace of mind by reminding them of all the other free services they receive through their platform.

By highlighting these benefits, Hims reinforces the value of its service and strengthens its relationship with its patients. This approach confirms the purchase and reassures patients that they feel supported in various aspects of their health journey.

hims healthcare invoice email

Start designing healthcare emails with Beefree 

Navigating healthcare regulations can be challenging, but your email design doesn't have to be. With Beefree's intuitive design tools and templates, you can simplify your communication efforts to adhere to industry standards and focus on what truly matters: delivering exceptional care and valuable information to your patients

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SaaS Email Marketing Strategies for Reducing Churn

Discover the power of SaaS emails. Learn about essential email types like onboarding, product updates, and feedback to keep your users engaged and reduce churn rates.
Beefree team
Jul 5, 2024

The SaaS industry is a fiercely competitive marketing currently valued at $317.55 billion. With projections indicating growth to $1.23 trillion by 2032, it is becoming increasingly important for SaaS companies to find ways to not only stay competitive but also lead the market for sustainable growth. 

So, how can SaaS businesses stay ahead when customer needs constantly evolve and switching from one application to another is just a matter of a few clicks? For many, email marketing is the answer. 

With an average ROI of $36 for every $1 spent, email marketing is a versatile and cost-effective solution that benefits every stage of your marketing funnel. From brand awareness to retention, email marketing in SaaS helps meet your customers where they are.

What is SaaS email marketing?

SaaS email marketing refers to strategically sending emails to leads, prospects, existing customers, and former customers to drive engagement and business growth. While, email marketing offers a range of benefits for SaaS, the number benefit is it’s role in reducing churn.

Customer churn is the rate at which a user stops using the application over a given period of time. According to Vitally, for SaaS to maintain sustainable growth, the annual churn rate should be under 5%; however, in both small and large SaaS companies, “monthly churn rates ranked around 3.5% for the first quarter of 2024.”

According to Precursive, the top 3 factors leading to customer churn are wrong product fit, lack of engagement, and onboarding. Email marketing emerges as a powerful solution to address each of these issues proactively.

Reducing churn due to wrong product fit & onboarding

Wyzowl’s Customer Onboarding 2020 Report states, “80% of users have uninstalled an app due to their lack of understanding of how to use it.” 

That’s where onboarding and product education emails come in. They educate users not only on how to use the application but also how to maximize its value. In the onboarding stages, SaaS should gather user data, such as industry or role, and create tailored campaigns highlighting features and use cases based on their unique needs.

Reducing churn due to lack of engagement

Consistent and targeted email campaigns help keep users engaged, as they are reminded of the ongoing value your SaaS application delivers. Through interactive content such as surveys, polls, quizzes, or regular usage tips and best practices, you can encourage users to stay engaged and informed about new and exciting ways to use the application.

Types of SaaS email communications

Each type of SaaS email communication is designed to address specific needs, goals, and challenges faced by both the SaaS company and its customers. Tailored email content to specific segments allows SaaS to deliver relevant, timely, and compelling content that enhances the overall customer experience.

1. Welcome emails

In SaaS, a welcome email is a high-level introduction to your application. It is sent immediately after a customer subscribes to the tool and tells them what to expect. 

In this example from Coda, the user is welcomed to the application and the different “solutions” they can create with Coda. Additionally, this email offers other resources to help the user familiarize themselves with the tool, like their help center and learning hub.

Source: https://reallygoodemails.com/emails/welcome-to-coda

As you can see, this is a high-level email that does not go too in-depth into a specific feature. This email helps ease users into a new application without overwhelming them.

Free welcome email template: https://beefree.io/template/first-welcome

2. Onboarding emails

Unlike a welcome email, an onboarding email focuses on a specific feature or activity that can be achieved with your application. For SaaS, an onboarding sequence is usually a better strategy than compiling everything in one email. It helps guide users through the product gradually, allowing them ample time in between emails to explore the solution.

These emails could include feature highlights, tutorials, or step-by-step guides. In the example below, users are introduced to Miro’s collaboration capabilities. 

SaaS onboarding email example
Source: https://reallygoodemails.com/emails/tips-tricks-to-get-everyone-engaged

In SaaS, the onboarding process should be treated as part of the users' “consideration” stage. In fact, 63% of customers consider the onboarding period when deciding to subscribe to a service or purchase a product.

Due to this, the onboarding process should be seamless, educational, and personalized to serve users with relevant content that meets their unique needs.

Free onboarding email template for SaaS: https://beefree.io/template/get-started

3. Product update emails

Product update emails aim to educate users on new or improved features. They are a valuable way to encourage product adoption, show users you listen to their feedback, and offer resources for further product education. 

The following example from Airtable highlights their new AI feature, briefly sharing what it does, the benefits, and links relevant resources to learn more, including promotion to their AI webinar.

SaaS product update email example
Source: https://reallygoodemails.com/emails/introducing-airtable-ai-unlock-your-unknown

Free SaaS product update email: https://beefree.io/template/features-discovery

4. Transactional emails

Transactional emails for SaaS help enhance the user experience. Through prompt and clear communications regarding account activities, SaaS businesses ensure customers are informed, providing peace of mind and increasing brand trust. 

Each transactional email should have a clear focus that addresses the user’s immediate need. These emails often include password resets, billing and invoices, security alerts, subscription renewals, and more. 

The following email example from Stampsy is a great example of a transactional email that is clear and to the point.

SaaS transactional email example
Source: https://reallygoodemails.com/emails/stampsy-email-verification

If you’re not sure of where to start with your SaaS transactional email, Beefree’s Transactional Template Kit offers a good starting point for on-brand emails.

5. Re-engagement emails

Re-engagement emails help to retain users who haven’t interacted with your brand or software in a while by reminding them of the value and benefits of your SaaS. Through targeted and timely email campaigns, highlighting the unique value proposition of your SaaS you can help to extend the duration of customer relationships and recapturing lost revenue before it’s lost. 

Some examples of re-engagement emails in SaaS include highlighting new features, offering a special discount, requesting feedback, or a simple “we miss you” email reminding them of your solution.

The following email from Mailchimp is an example of a re-engagement email sent in the onboarding process. 

Based on the content of the email, we can infer that this user still needs to complete their registration. 

Mailchimp uses this to remind the user how easy it is to get started “with just a few clicks.” Additionally, it addresses any potential roadblocks the user may have. It offers solutions such as a comprehensive article to help users “breeze through the registration process” and a 1-1 call with their Onboarding Specialist.

re-engagement SaaS email example
Source: https://reallygoodemails.com/emails/almost-there-complete-your-sms-registration-today

6. Feedback emails

Feedback or survey emails in SaaS are vital for gathering insight into user experience and satisfaction. For the user, these emails serve as a way to give direct feedback, making them feel valued and strengthening their engagement. 

Feedback or survey emails should be clear about the ask and concise to respect the reader’s time. Offering incentives or discounts is also a great way to promote engagement, further strengthening user relationships. 

The following email from Miro is a great example of requesting feedback.

SaaS feedback email examples
Source: https://reallygoodemails.com/emails/share-your-experience-with-us


To start building your next SaaS survey campaign, Beefree’s Survey Template Kit offers a wide range of designs to choose from. 

7. Renewal and upgrade emails

Renewal and upgrade emails in SaaS are essential for maintaining customer retention and driving revenue growth. While their purpose is typically a friendly reminder about upcoming renewals, it also serves as an opportunity to encourage users to upgrade to unlock more features.

These emails should specify when the subscription ends, how to renew or upgrade, and the benefits. The following example from YouTube highlights all of the benefits of renewing your premium plan and offers a clear CTA on the next steps to help avoid friction for the user.

SaaS renewal and upgrade email templates
Source: https://reallygoodemails.com/emails/only-a-few-days-before-your-youtube-premium-benefits-end-renew-now

Free SaaS upgrade email template: https://beefree.io/template/upgrade-to-a-higher-plan 

8. Event invitation emails

For SaaS specifically, events can help amplify the brand’s credibility and recognition, generate leads, and provide ongoing value to existing users. Event invitation emails are a valuable part of this strategy to encourage attendance and user engagement.

The following example from Customer.io invites users to a webinar hosted by industry leaders. The email concisely communicates the webinar's topic and the value it will bring to its users.

event invitation emails for saas
Source: https://reallygoodemails.com/emails/join-our-live-qa-with-marketing-legends

These event invitation emails are usually followed by reminder emails to encourage attendance and registration further.

Start designing your next event invitation emails with Beefree's Webinar Template Kit.

9. Milestone emails

Milestone emails in SaaS help celebrate a user’s significant achievement or a stage in their journey. They provide positive reinforcement and motivation for a user, increasing their likelihood of continued use of the product. For SaaS, these emails also serve as a way to highlight the value of the software by showing the users the progress they have achieved and where they can go with continued use. 

Grammarly is an excellent example of an effective milestone email.

milestone emails for saas
Source: https://reallygoodemails.com/emails/youve-reached-a-new-weekly-streak-milestone

Free milestone email and page templates for SaaS: https://beefree.io/templates/annual_review

Kick off your SaaS email marketing program with Beefree

Reducing churn with SaaS email marketing is not just about sending the occasional reminder or offer - it's about creating a well-rounded, strategic approach that addresses every stage of the customer journey. Your email campaigns should respond to user needs and challenges before they arrive -- positioning your SaaS as the ideal solution for them.

From personalized onboarding emails that ensure new users feel welcomed and informed, to regular engagement emails that keep users active and invested, each type of communication plays a vital role in minimizing churn. While designing campaigns for each touchpoint might be time consuming at first, know that you don't have to do it alone.

Beefree offers a myriad of email templates to support each stage of your customer lifecycle. The best part? It's free. Get started now!

Source: https://app.userevidence.com/assets/2651YKEJ

The Ultimate Guide to Creating and Embedding HTML Email Templates in Outlook

Discover key strategies for overcoming Outlook's HTML rendering limitations and create beautiful HTML email templates.
Emily Santos
Jun 28, 2024

According to Gitnux’s MarketData Report 2024, 16% of all US email users use Outlook as their primary email provider, ranking Outlook among the most widely used email platforms in the country. 

With over 400 million users worldwide, the chances that your emails will land in an Outlook inbox are high if you're an email marketer. With this in mind, it’s important to acknowledge Outlook’s capabilities and limitations to build emails that render well for every recipient. 

Understanding Outlook's HTML design limitations

Despite its popularity, Outlook is primarily used for day-to-day communications between colleagues rather than mass marketing campaigns. Because of this, Outlook has a few limitations when it comes to rendering HTML emails, for instance: 

Some of the most prominent rendering issues with Outlook Web or App include: 

  • Gifs rendering with a play icon over the GIF
  • Fonts not matching 
  • Additional spaces in the layout 
  • Icons stacking on top of one another or misaligned
  • Mismatching background images 
  • Misalignment across email elements 

These limitations mean that regardless of how much time is spent on creating the most engaging and on-brand email, Outlook may deliver a different outcome to recipients, affecting your email’s readability and impact.

While we recommend opting out of using Outlook as a sending platform and using a professional solution such as HubSpot and Mailchimp, we understand this is not always feasible.

Many email marketers who rely on Outlook have found creative approaches to address its rendering limitations, typically opting for either image-based emails or maximizing the impact of text-only emails. When it comes to HTML emails, while challenging, they remain a viable option for those willing to navigate Outlook’s quirks and optimize their designs accordingly.

Best practices for designing Outlook-friendly HTML email templates

You have two options for creating an HTML email template for Outlook. The first involves manually writing the HTML code with CSS and then saving the email as an Outlook template. While this approach doesn't require additional software tools, it can be time-consuming and requires CSS expertise.

Alternatively, you can use an external email design tool such as Beefree to create your HTML email template. This method is more user-friendly and efficient since it eliminates the need for CSS knowledge and manual coding.

Regardless of which option you opt for, here are some best practices to follow:

  • Simplicity is key: Design simple, single-column designs. Complex layouts, while engaging, may not render correctly. 

  • Use tables for the layout structure: Experiment with tables to ensure your design elements stay in their intended position, helping to tackle Outlook's misalignment issue. 
  • Use inline CSS: If possible, embed inline CSS directly within your HTML elements to control formatting and layout; this will help minimize Outlook’s limited support for external and embedded stylesheets.

  • Use web-safe fonts: Arial, Times New Roman, or Verdana are all safe bests when designing for Outlook.

  • Alt text: Because Outlook blocks images by default, be sure to always include alt text for images to ensure accessibility but also to ensure that the lack of images doesn’t leave out important context from your emails. 

Designing HTML email templates in Outlook with Beefree

When designing HTML email templates that perform well in Outlook, leveraging the right tools can significantly simplify the process and ensure adherence to best practices.

Beefree stands out as a versatile platform that not only facilitates creative email design but also supports the specific requirements of Outlook rendering, for instance:

  • Designing for simplicity: Beefree’s drag-and-drop functionality allows for the easy creation of single-column layouts. Within Beefree, users can easily customize the alignment, spacing, height, and more of emails for mobile and desktop, ensuring a cohesive experience across multiple devices.

  • Web-safe fonts: Within Beefree, you can set web-safe fonts as your default to ensure the consistent rendering of fonts across all email clients, especially Outlook.

  • Alt text: This can be powered manually or via our AI integration. 

  • Responsive design: While Outlook lacks robust support for responsive design, Beefree enables users to create mobile-friendly email templates through fluid layouts and scalable elements. This ensures that your emails adapt to different screen sizes and devices, enhancing user experience regardless of how recipients access their emails through Outlook.

Before finalizing your email designs, it's essential to conduct thorough testing to ensure they render correctly across different versions of Outlook. We recommend using Beefree’s preview feature to see how your emails appear in various screen sizes. We also recommend sending a test email to multiple Outlook recipients to help you identify any rendering discrepancies between Beefree and Outlook.

While we’d like to guarantee that Beefree will render emails 100% as intended,  it's important to remember that Outlook is an email client rather than a sending platform. As a result, it may ignore, remove, or alter HTML elements from our code. This can cause rendering issues that we can't resolve. Keep in mind that the more complex your design is, the more likely you are to experience rendering issues with Outlook.

Familiarize yourself with our Outlook rendering considerations

Embedding Outlook HTML email templates

Once your email is designed in Beefree following the best practices addressed above, you can easily export to Outlook Web or Outlook App.

Outlook Web
Connect Beefree to your Outlook Web account before designing or after completion.  Directly from the builder or via the Email Details page, click “Push to your sending system.” Within seconds, the email will be saved as a new template and appear in your Outlook account.

To learn more about how to complete the integration process, visit: https://support.beefree.io/hc/en-us/articles/11964534263442-Exporting-to-Outlook-com

For a step-by-step process:



Outlook Web and corporate email accounts
If you’re exporting emails designed in Beefree to your Outlook corporate business account, follow the same steps as above.

When integrating Beefree with an Outlook corporate account, you may encounter a message indicating that approval or authorization is required for the connection to succeed. To proceed, you will need to obtain the necessary approvals or modify your Outlook Web business account permissions settings to ensure a successful connection. Outlook App
The Outlook App integration with Beefree allows you to download your email designs as OFT and EMLTPL files that you can then upload into your Outlook App. To download the files, take the following steps:

  1. Navigate to the email design you’d like to export.
  2. Make and save any changes you’d like prior to exporting your design.
  3. Select Push to your sending system.
  4. Click the Outlook App connector.
  5. You will be prompted to Download the Outlook App.
  6. Select Download for Windows if you’d like an OFT file or Download for macOS if you’d like an EMLTPL file.


To learn more about how to complete the integration process and import HTML, watch the following video:

Or visit: https://support.beefree.io/hc/en-us/articles/11964534263442-Exporting-to-Outlook-com

Ready to start designing Outlook-friendly emails?

Whether you're navigating Outlook's rendering quirks or aiming to enhance engagement through responsive designs, Beefree is an intuitive solution that ensures your messages resonate effectively across Outlook versions and devices. 

Source: https://app.userevidence.com/assets/3682LZCB


Start designing now - it’s free!

5 Healthcare Email Examples Where Education Meets Promotion"

We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending informative with promotional content that presents itself as an empathetic helping hand.
Emily Santos
Emily Santos
12 Jul
2024

Effective email marketing in healthcare can have immense ROI. After all, it is a cost-effective and direct line of communication with your patients that, when done right, can drive engagement, encourage repeat visits, and help build ongoing trust and credibility. However, healthcare providers are faced with unique challenges when it comes to using email marketing. 

On the one hand, the goal is to engage patients and provide value to help build long-term relationships. On the other hand, the goal is to promote your services and, ideally, boost revenue via this marketing strategy. This balance can be tricky to achieve due to the sensitive nature of the healthcare industry; however, it is not impossible.


We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending valuable, informative content that addresses patient’s concerns with promotional content that presents itself as an empathetic helping hand.  

Healthcare newsletter examples

Sending monthly or weekly newsletters is an excellent way to strengthen relationships with patients or customers. These regular communications serve as a direct line to your audience, allowing you to engage and educate them on relevant health topics consistently. 

Each newsletter provides an opportunity to share reliable and practical health tips and update patients about clinic changes, new services, or special offerings. 

Everlywell 

Everlywell offers folks with at-home “health and wellness solutions.” In a recent newsletter they focus their message on addressing stress, a common concern among their audience. The email begins by empathizing with the reader, reassuring them that stress is a widespread issue, therefore establishing an immediate connection with their readers. 

By offering a free solution—specifically, a list of vitamins and supplements known to alleviate stress—Everlywell demonstrates its commitment to customer well-being. Simultaneously, by subtly promoting its own supplements within the email's content, it reinforces the message that Everlywell not only understands the reader's concerns but also provides practical solutions. 

everlywell healthcare newsletter email example
Free newsletter templates: https://beefree.io/templates/newsletter 

Seasonal health campaigns 

Another great way to connect with patients beyond the clinic is to send seasonal health campaigns. These campaigns are highly effective because they relate to current health concerns and conditions prevalent during specific times of the year.

Seasonal health campaigns allow healthcare providers to proactively address issues that are top-of-mind for patients during different seasons. 

Natalist

Natalist offers “fertility, pregnancy, and postpartum essentials.” To ring in the new year, their email “TTC in the new year?” leans into the possibility that with a new year, folks begin to consider trying to conceive, thoughtfully tapping taps into the natural inclination people have to reflect on life changes and set new goals as the calendar turns.

This thoughtful and well-timed campaign exemplifies how healthcare providers can connect with their audience by aligning their messaging with their customers' lives' natural rhythms and aspirations.

natalist seasonal healthcare email example
Browse our catalog of free seasonal templates: https://beefree.io/templates 

Promotional healthcare emails 

Promotional healthcare emails can significantly increase patient engagement. Offers tailored to patient needs can inform and encourage them to consider services they may not have known about. However, healthcare promotion emails come with their own set of challenges, HIPAA being the biggest hurdle.

ivee

Ivee offers “individualized medical care” services directly from home, including urgent care, diagnostic testing, IV therapy, and more. In a promotional email about their Membership and Programs, ivee takes the route of promotion through education.

Promoting medical treatments and procedures can be complex and often leaves patients with numerous questions and uncertainties.

ivee’s promotional email addresses this challenge by ensuring the content is clear, concise, and informative. Instead of overwhelming patients with technical jargon or complicated medical terms, Ivee breaks down the information into 3 digestible segments that guide the reader through their offerings:

  1. What the patient will receive
  2. How the program works
  3. What the next steps are 

ivee’s educational approach in its promotional email informs and empowers patients, building trust and confidence in their services. 

By addressing potential questions upfront, ivee reduces any concern that the patient may have regarding this service. This method of promotion through education is particularly effective in healthcare, where informed patients are more likely to engage with and benefit from the services offered.

ivee promotional healthcare email
Free product promotion templates: https://beefree.io/templates/product-promotion 

Free service promotion templates: https://beefree.io/templates/service-promotion 

Patient testimonials and success stories 

Using patient testimonials and stories in healthcare emails helps build trust and credibility. When potential patients read or hear about others who have successfully navigated similar health challenges, it reassures them of the effectiveness and reliability of the services offered. These narratives humanize the healthcare experience, which can sometimes feel cold and direct, by showcasing real people and their journeys. 

Much like any healthcare email, this one is particularly affected by the US HIPAA regulations. These emails require explicit consent and the careful handling of personal information. 

Additionally, it is crucial that these testimonials and stories remain authentic. Fabricated or exaggerated stories can damage credibility, and it's important to avoid over-promising outcomes. 

GoodRx

GoodRx provides telemedicine to track prescription drug pricing in the United States and offers drug coupons and medication discounts. In an email promoting their telehealth services, they use a patient testimonial to communicate the ease of their service.

GoodRx balances this strategy with maintaining client privacy by using anonymized testimonials and obtaining explicit consent from the patient. Anonymized testimonials protect the identity of the patients by removing any personal identifiers, ensuring that their privacy is not compromised while still providing authentic feedback about the service.

GoodRx patient email example
Free template to feature your client testimonials: https://beefree.io/template/customer-reviews-product-template 

Transactional healthcare email examples

Transactional emails play an important role in healthcare, allowing providers to share essential information that brings ease to the patient’s experience. More specifically, transactional emails improve operational efficiency. Some examples of transactional emails in healthcare include

  • Appointment confirmations and reminders
  • Prescription and medication updates
  • Follow-up care instructions
  • Billing and payment notification
  • Patient portal access 

Hims

Hims is an “online telehealth platform that provides virtual healthcare and support for men's health.” In the order confirmation email below, Hims offers the patient important order information such as order ID, date paid, total charge, and payment method. 

This transparency ensures patients have all the necessary details about their purchase, enhancing their trust in the platform. Additionally, Hims goes beyond just transactional information to offer patients peace of mind by reminding them of all the other free services they receive through their platform.

By highlighting these benefits, Hims reinforces the value of its service and strengthens its relationship with its patients. This approach confirms the purchase and reassures patients that they feel supported in various aspects of their health journey.

hims healthcare invoice email

Start designing healthcare emails with Beefree 

Navigating healthcare regulations can be challenging, but your email design doesn't have to be. With Beefree's intuitive design tools and templates, you can simplify your communication efforts to adhere to industry standards and focus on what truly matters: delivering exceptional care and valuable information to your patients

source: https://app.userevidence.com/assets/2055KZQW

Sign up today -- it's free!

SaaS Email Marketing Strategies for Reducing Churn

Discover the power of SaaS emails. Learn about essential email types like onboarding, product updates, and feedback to keep your users engaged and reduce churn rates.
Beefree team
Beefree team
5 Jul
2024

The SaaS industry is a fiercely competitive marketing currently valued at $317.55 billion. With projections indicating growth to $1.23 trillion by 2032, it is becoming increasingly important for SaaS companies to find ways to not only stay competitive but also lead the market for sustainable growth. 

So, how can SaaS businesses stay ahead when customer needs constantly evolve and switching from one application to another is just a matter of a few clicks? For many, email marketing is the answer. 

With an average ROI of $36 for every $1 spent, email marketing is a versatile and cost-effective solution that benefits every stage of your marketing funnel. From brand awareness to retention, email marketing in SaaS helps meet your customers where they are.

What is SaaS email marketing?

SaaS email marketing refers to strategically sending emails to leads, prospects, existing customers, and former customers to drive engagement and business growth. While, email marketing offers a range of benefits for SaaS, the number benefit is it’s role in reducing churn.

Customer churn is the rate at which a user stops using the application over a given period of time. According to Vitally, for SaaS to maintain sustainable growth, the annual churn rate should be under 5%; however, in both small and large SaaS companies, “monthly churn rates ranked around 3.5% for the first quarter of 2024.”

According to Precursive, the top 3 factors leading to customer churn are wrong product fit, lack of engagement, and onboarding. Email marketing emerges as a powerful solution to address each of these issues proactively.

Reducing churn due to wrong product fit & onboarding

Wyzowl’s Customer Onboarding 2020 Report states, “80% of users have uninstalled an app due to their lack of understanding of how to use it.” 

That’s where onboarding and product education emails come in. They educate users not only on how to use the application but also how to maximize its value. In the onboarding stages, SaaS should gather user data, such as industry or role, and create tailored campaigns highlighting features and use cases based on their unique needs.

Reducing churn due to lack of engagement

Consistent and targeted email campaigns help keep users engaged, as they are reminded of the ongoing value your SaaS application delivers. Through interactive content such as surveys, polls, quizzes, or regular usage tips and best practices, you can encourage users to stay engaged and informed about new and exciting ways to use the application.

Types of SaaS email communications

Each type of SaaS email communication is designed to address specific needs, goals, and challenges faced by both the SaaS company and its customers. Tailored email content to specific segments allows SaaS to deliver relevant, timely, and compelling content that enhances the overall customer experience.

1. Welcome emails

In SaaS, a welcome email is a high-level introduction to your application. It is sent immediately after a customer subscribes to the tool and tells them what to expect. 

In this example from Coda, the user is welcomed to the application and the different “solutions” they can create with Coda. Additionally, this email offers other resources to help the user familiarize themselves with the tool, like their help center and learning hub.

Source: https://reallygoodemails.com/emails/welcome-to-coda

As you can see, this is a high-level email that does not go too in-depth into a specific feature. This email helps ease users into a new application without overwhelming them.

Free welcome email template: https://beefree.io/template/first-welcome

2. Onboarding emails

Unlike a welcome email, an onboarding email focuses on a specific feature or activity that can be achieved with your application. For SaaS, an onboarding sequence is usually a better strategy than compiling everything in one email. It helps guide users through the product gradually, allowing them ample time in between emails to explore the solution.

These emails could include feature highlights, tutorials, or step-by-step guides. In the example below, users are introduced to Miro’s collaboration capabilities. 

SaaS onboarding email example
Source: https://reallygoodemails.com/emails/tips-tricks-to-get-everyone-engaged

In SaaS, the onboarding process should be treated as part of the users' “consideration” stage. In fact, 63% of customers consider the onboarding period when deciding to subscribe to a service or purchase a product.

Due to this, the onboarding process should be seamless, educational, and personalized to serve users with relevant content that meets their unique needs.

Free onboarding email template for SaaS: https://beefree.io/template/get-started

3. Product update emails

Product update emails aim to educate users on new or improved features. They are a valuable way to encourage product adoption, show users you listen to their feedback, and offer resources for further product education. 

The following example from Airtable highlights their new AI feature, briefly sharing what it does, the benefits, and links relevant resources to learn more, including promotion to their AI webinar.

SaaS product update email example
Source: https://reallygoodemails.com/emails/introducing-airtable-ai-unlock-your-unknown

Free SaaS product update email: https://beefree.io/template/features-discovery

4. Transactional emails

Transactional emails for SaaS help enhance the user experience. Through prompt and clear communications regarding account activities, SaaS businesses ensure customers are informed, providing peace of mind and increasing brand trust. 

Each transactional email should have a clear focus that addresses the user’s immediate need. These emails often include password resets, billing and invoices, security alerts, subscription renewals, and more. 

The following email example from Stampsy is a great example of a transactional email that is clear and to the point.

SaaS transactional email example
Source: https://reallygoodemails.com/emails/stampsy-email-verification

If you’re not sure of where to start with your SaaS transactional email, Beefree’s Transactional Template Kit offers a good starting point for on-brand emails.

5. Re-engagement emails

Re-engagement emails help to retain users who haven’t interacted with your brand or software in a while by reminding them of the value and benefits of your SaaS. Through targeted and timely email campaigns, highlighting the unique value proposition of your SaaS you can help to extend the duration of customer relationships and recapturing lost revenue before it’s lost. 

Some examples of re-engagement emails in SaaS include highlighting new features, offering a special discount, requesting feedback, or a simple “we miss you” email reminding them of your solution.

The following email from Mailchimp is an example of a re-engagement email sent in the onboarding process. 

Based on the content of the email, we can infer that this user still needs to complete their registration. 

Mailchimp uses this to remind the user how easy it is to get started “with just a few clicks.” Additionally, it addresses any potential roadblocks the user may have. It offers solutions such as a comprehensive article to help users “breeze through the registration process” and a 1-1 call with their Onboarding Specialist.

re-engagement SaaS email example
Source: https://reallygoodemails.com/emails/almost-there-complete-your-sms-registration-today

6. Feedback emails

Feedback or survey emails in SaaS are vital for gathering insight into user experience and satisfaction. For the user, these emails serve as a way to give direct feedback, making them feel valued and strengthening their engagement. 

Feedback or survey emails should be clear about the ask and concise to respect the reader’s time. Offering incentives or discounts is also a great way to promote engagement, further strengthening user relationships. 

The following email from Miro is a great example of requesting feedback.

SaaS feedback email examples
Source: https://reallygoodemails.com/emails/share-your-experience-with-us


To start building your next SaaS survey campaign, Beefree’s Survey Template Kit offers a wide range of designs to choose from. 

7. Renewal and upgrade emails

Renewal and upgrade emails in SaaS are essential for maintaining customer retention and driving revenue growth. While their purpose is typically a friendly reminder about upcoming renewals, it also serves as an opportunity to encourage users to upgrade to unlock more features.

These emails should specify when the subscription ends, how to renew or upgrade, and the benefits. The following example from YouTube highlights all of the benefits of renewing your premium plan and offers a clear CTA on the next steps to help avoid friction for the user.

SaaS renewal and upgrade email templates
Source: https://reallygoodemails.com/emails/only-a-few-days-before-your-youtube-premium-benefits-end-renew-now

Free SaaS upgrade email template: https://beefree.io/template/upgrade-to-a-higher-plan 

8. Event invitation emails

For SaaS specifically, events can help amplify the brand’s credibility and recognition, generate leads, and provide ongoing value to existing users. Event invitation emails are a valuable part of this strategy to encourage attendance and user engagement.

The following example from Customer.io invites users to a webinar hosted by industry leaders. The email concisely communicates the webinar's topic and the value it will bring to its users.

event invitation emails for saas
Source: https://reallygoodemails.com/emails/join-our-live-qa-with-marketing-legends

These event invitation emails are usually followed by reminder emails to encourage attendance and registration further.

Start designing your next event invitation emails with Beefree's Webinar Template Kit.

9. Milestone emails

Milestone emails in SaaS help celebrate a user’s significant achievement or a stage in their journey. They provide positive reinforcement and motivation for a user, increasing their likelihood of continued use of the product. For SaaS, these emails also serve as a way to highlight the value of the software by showing the users the progress they have achieved and where they can go with continued use. 

Grammarly is an excellent example of an effective milestone email.

milestone emails for saas
Source: https://reallygoodemails.com/emails/youve-reached-a-new-weekly-streak-milestone

Free milestone email and page templates for SaaS: https://beefree.io/templates/annual_review

Kick off your SaaS email marketing program with Beefree

Reducing churn with SaaS email marketing is not just about sending the occasional reminder or offer - it's about creating a well-rounded, strategic approach that addresses every stage of the customer journey. Your email campaigns should respond to user needs and challenges before they arrive -- positioning your SaaS as the ideal solution for them.

From personalized onboarding emails that ensure new users feel welcomed and informed, to regular engagement emails that keep users active and invested, each type of communication plays a vital role in minimizing churn. While designing campaigns for each touchpoint might be time consuming at first, know that you don't have to do it alone.

Beefree offers a myriad of email templates to support each stage of your customer lifecycle. The best part? It's free. Get started now!

Source: https://app.userevidence.com/assets/2651YKEJ

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