According to a recent study, 83% of B2B marketers consider email to be one of their most effective channels. Meanwhile, the Content Marketing Institute found that 71% of B2B marketers use email newsletters to distribute content. B2B email marketing should, no doubt, be part of your SaaS marketing toolkit.
However, with most healthcare vendors using B2B email marketing campaigns to engage their audiences, it takes more than writing a few lines and hitting the “send” button to stand out in a crowded inbox. So, how do you structure your SaaS email marketing strategy to maximize its benefits?
One of the top strengths of B2B email marketing is establishing a consistent presence and staying on the radar of prospects and customers. A well-orchestrated SaaS email marketing campaign can help you effectively guide recipients down your marketing funnel to facilitate the buyer journey.
This post explores five ways to accelerate your pipeline with B2B email marketing — the same strategies we used to help Prevounce, a healthcare software company, achieve an 8,600% increase in sales meetings.
Healthcare SaaS solutions are complex. Your customer acquisition effort may suffer if your prospects don’t understand how your solution works. Often, you must provide in-depth content to help your audience understand their challenges and how your software can help them solve problems and achieve the desired outcomes.
Email nurture campaigns are ideal for educating prospects and customers about your solution. They deliver content in digestible pieces over time to build trust, foster relationships, and keep your brand top of mind throughout the buyer journey.
You may leverage email nurture campaigns to engage with leads, provide them with resources about your solution, and stay in contact until they’re ready to make a purchase decision. Additionally, their interactions with your campaigns may provide valuable insights into customer preferences and industry trends to inform your marketing strategy.
While an omnichannel marketing strategy is essential for delivering a seamless, always-on customer experience, tracking prospect engagement across platforms and coordinating subsequent touchpoints to progress prospects down the sales funnel can be challenging.
You can better orchestrate and streamline the customer journey by funneling leads to a single point of conversion (e.g., a landing page to join a webinar or download a white paper), collect their information, and use email drip campaigns to guide them to the next step, such as requesting a demo.
Aggregating prospects into an email list also improves the effectiveness of your conversion rate optimization (CRO) strategy because you can focus resources on one touchpoint. You can also track traffic to your landing pages and identify the most effective lead-generation channels to focus your budget.
Most healthcare tech buying committees have multiple stakeholders with different concerns and priorities. Besides creating buyer personas to understand their needs, you must deliver the right content or offers at the appropriate customer lifecycle stages to facilitate the buying journey.
Your SaaS email marketing strategy should incorporate audience segmentation techniques to categorize prospects and send targeted messaging based on recipients’ roles, company size, preferences, online behaviors, interactions with your brand, engagement with previous emails, buyer journey stage, and other information.
Since customer information changes over time, your audience segments must adjust dynamically. Implement a customer relationship management (CRM) system to centralize customer data management and use marketing automation technologies to deliver a dynamic, personalized experience.
Creating personalized engagement is essential for progressing prospects down the lengthy B2B buyer journey. For example, emails with personalized subject lines have a 26% higher open rate. Yet, most SaaS companies have a user base far larger than their teams, making it challenging to manually include a personal touch in all interactions.
The good news is that you can deliver personalized experiences using a granular audience segmentation strategy and advanced B2B email marketing tools to automate customer communications.
You may use dynamic email components to populate details about a recipient. You may also set up automation sequences to send emails based on specific user actions, such as downloading a white paper, joining a webinar, or requesting product information, to guide recipients through the purchasing journey.
A/B testing provides valuable insights into how different audience segments react to your B2B email marketing campaigns. You can better understand their preferences, identify priorities, and refine your strategy to drive engagement and conversions.
You may experiment with various components, including subject line, preview text, content, call-to-action (CTA), image, and timing. Test one element at a time by establishing a baseline and keeping all aspects identical except the variable you want to test.
A/B testing builds on incremental improvements — minor modifications often accumulate to significant improvements in the long run. Leverage the iterative process to uncover nuances about your audience and see what’s most effective in facilitating conversions. Also, apply the insights to inform your other marketing channels.
Effective SaaS email marketing requires time, multiple iterations, consistent effort, and a deep understanding of your audience. Additionally, it must integrate with other digital marketing strategies like SEO, content marketing, online advertising, and social media marketing to build your list and nurture relationships.
Spot On has extensive experience helping healthcare SaaS companies achieve marketing goals with targeted email campaigns as part of a holistic B2B marketing strategy. Schedule a meeting to see how we can help you maximize your B2B email marketing ROI.
