Personalization in marketing is no longer a ‘nice-to-have’ element. Per a Salesforce survey, about 52% of customers expect there to be a personalized offer in the communications they receive from a brand.
Especially in the B2B SaaS space where the competition is already cut-throat, you need to stand apart from your competition and woo your customers with personalized marketing strategies. This is something you can easily accomplish through email marketing.
Let’s explore the nuances of personalized email marketing in B2B SaaS and how to go about it.
The importance of personalization in email marketing
A generic one-size-fits-all email often ends up in the recipient’s spam folder or gets ignored altogether. The reason is simple—no one has the time to open an irrelevant email amid the era of information overload.
This is where you need to tailor your messages to your customer’s specific needs and interests and win their attention once and for all.
Here’s how email personalization can change the game for you:
- Through personalized communication, you convey a sense of understanding that you care, which helps build trust with your audience.
- When your emails resonate with the recipient, they are more likely to engage with your content and take the desired action.
- Since many B2B SaaS solutions are multi-faceted, personalized emails are a good way to highlight the features, benefits, and use cases that are most relevant to each recipient.
- Personalization isn’t just about acquiring new customers; it also helps retain your existing client base.
Personalization is not only essential for getting your emails opened but also for piquing your audience’s interest in your offering and moving them down your sales funnel.
5 strategies for personalized email marketing
1. Embed videos in your emails
Embedding videos in your email campaigns can be fruitful your business. After all, videos can boost your open rates by 19%.
Moreover, videos can be a powerful storytelling tool to help you communicate your ideas or showcase your products more effectively. They can draw a reader in as soon as they open an email, or in some cases, having the word “video” on the subject line has evidently increased the open rates by 7% to 13%.
Here’s how you can make your videos effective in your email campaigns:
- Make sure each segmented audience has access to the video in their language. Use a video translator to make sure no information from the video slips through the crack and conveys the message effectively.
- Include an enticing thumbnail image of the video with a prominent play button overlay. This can pique the recipient’s interest and encourage them to click.
- Ensure the video thumbnail and play button are visible and functional on mobile devices. A significant portion of email opens occurs on smartphones, so your video should be mobile-responsive.
- Host your videos on reputable platforms like YouTube, Vimeo, or Wistia. This ensures your videos load quickly and play seamlessly across different devices and email clients.
- Let the viewer control when to play the video. Avoid auto-playing videos in email, as this can be intrusive and may deter recipients.
- Compress your video to an appropriate size to ensure faster loading times. Large video files can lead to slow load times, which may frustrate recipients.
Follow these practices, and you’ll be able to capture your audience’s attention and deliver engaging content in no time.
2. Create stunning emails using a template builder
Beautifully designed and structured emails will always stand out among the sea of email clutter. Particularly when you’re branding your emails a certain way and using a design and format that best reflects your style, your audience will remember you for a very long time.
This is where you can use email templates to save time designing emails from scratch and create emails on the go.
So, how do you select an email template builder?
All the best email template builders have one thing in common—a vast email template library to choose from. Besides that, you need to ensure it’s easy to use (think drag-and-drop builder) and helps you build responsive emails that open conveniently on multiple screens.
Make sure to select a solution that allows you to set up your brand preferences, has all the features you need, and also fits your budget.
3. Hire a B2B SaaS marketing agency
When you’re running short on resources that can handle the email marketing for you or don’t have the time to do it yourself, outsourcing it might be your best option. Hire a B2B SaaS marketing agency that takes the heavy lifting off you so you can focus on what you do best.
Here are a few things you should consider when hiring an agency:
- Check their services and deliverables and make sure they align with your requirements.
- Make sure their pricing fits your budget.
- Make sure they understand your business well and have proven expertise in that area.
- Look for case studies and examples of their past email marketing campaigns. Pay attention to the quality and effectiveness of their work.
- Ensure the agency follows best practices in data security and email marketing compliance, especially if you operate in a highly regulated industry.
By partnering with a B2B SaaS marketing agency, you can leverage their expertise and resources to maximize the impact of your email marketing campaigns.
4. Conduct A/B testing to know what’s working
A/B testing, also known as split testing, is a critical component of email marketing. Use it to compare two different versions of an email to determine which one performs better. It helps make data-driven decisions, optimize email campaigns, and improve key metrics in your email marketing campaign.
Using A/B testing:
- You can identify the most effective elements of your emails, such as subject lines, content, CTAs, images, and sender names.
- You can create more engaging emails tailored to your audience’s preferences.
- You can personalize your email content and design based on user behavior or segments.
- You can fine-tune your emails to better guide recipients toward your desired action, whether signing up for a trial, purchasing or attending a webinar.
Here’s how to conduct A/B testing for an email marketing campaign:
- Clearly define what you want to achieve—higher open rates, click-through rates, or conversions.
- Choose one element to test in each A/B test—subject lines, sender names, email content, images, CTAs, or email templates.
- Create two email versions with a single difference in the chosen variable.
- Divide your email list into two random segments. The “A” segment receives the original email, while the “B” segment receives the variant.
- Monitor the performance metrics of both versions. Compare open rates, click-through rates, and conversions to determine which version successfully achieves your goal.
- Based on the results, implement the winning version of the email in your regular email campaigns.
- Repeat and iterate.
A/B testing is an ongoing process that does not stop at one iteration. Make sure to test and optimize your emails over time systematically.
5. Work on abandoned cart recovery emails
Abandoned cart recovery emails are a crucial component of e-commerce and online retail marketing. When a potential customer adds items to their shopping cart but doesn’t complete the purchase, these emails can help recover lost sales and revenue.
- In situations where a customer gets distracted amid a purchase and forgets about it, these emails serve as a reminder and incentive to complete the purchase.
- They have a higher chance of converting prospects into customers since they target users who have already expressed interest in your products.
- You get to engage with potential customers and understand the reasons for cart abandonment.
Here are some things to remember when crafting or sending abandoned cart emails:
- Timing is everything—send the first recovery email within an hour of cart abandonment and the subsequent emails within a day or two.
- Use data from the abandoned cart, such as the items left behind, to tailor the email’s content.
- Use action-oriented language, such as “Complete Your Purchase” or “Get Your Items Now.”
- Remind the recipient of the value of the products left in the cart. Highlight their features, benefits, or any special promotions.
- Address common concerns or objections that may have led to cart abandonment through customer reviews, return policy information, or other assurances.
While converting prospects into customers through recovery emails may seem like a long shot, using the right approach works wonders. Continuously monitor the performance of your recovery emails. Analyze open rates, click-through rates, and conversion rates to refine your strategy over time.
Skyrocket your sales and conversion using personalized email marketing
Personalizing your approach to email marketing can help elevate your brand, engage your audience, and drive meaningful results.
It isn’t merely about using the recipient’s first name in the greeting or crafting a catchy subject line. It’s about showing your audience that you know them, understand their challenges, and have the solutions they need.
So, cut through the clutter and make your brand stand out through personal email marketing.
I am a committed and seasoned content creator with expertise in the realms of technology, marketing, and WordPress. My initial foray into the world of WordPress occurred during my time at WebFactory Ltd, and my involvement in this field continues to grow. Armed with a solid background in electrical engineering and IT, coupled with a fervor for making technology accessible to the masses, my goal is to connect intricate technical ideas with approachable and captivating content.