"The ROI of email and its strength as a lead generation channel should grab everyone's attention in an IT or SaaS business. For marketers, email is an opportunity to take an owned channel and make it a top revenue channel. And what leader can ignore the potential promise of ROI over $36 for every $1 spent? While email marketing consistently outperforms other SaaS marketing channels, it's not an automatic money tap."
"The SaaS and IT industries face a few unique challenges that can derail email marketing progress: Complex buying journeys don't look like impulsive eCommerce sales. Unlike eCommerce, SaaS deals usually don't hinge on flash sales or countdown timers. An enterprise purchase might involve IT leadership, end users, procurement officers, and the C-suite. That means your email campaigns have to meet"
"Complex buying journeys, lengthy sales cycles, and a whole host of stakeholders means IT and SaaS marketers can't use the same playbooks as other industries. Email drives growth at every stage-from onboarding to renewals, re-engagement to upsells, and everything in between. Focus on outcomes, not opens. The metrics that matter for IT and SaaS are activation, conversions, feature adoption, and churn reduction."
Email marketing delivers exceptional ROI for SaaS and IT companies and can become a top revenue channel, with potential returns exceeding $36 per dollar spent. Complex buying journeys, multiple stakeholders, and lengthy sales cycles require tailored email strategies rather than eCommerce playbooks. Email supports every stage of the customer lifecycle, from onboarding and trial conversion to renewals, re-engagement, and upsells. Measurement must focus on outcomes—activation, conversions, feature adoption, and churn reduction—rather than opens alone. Effective programs align messaging to different stakeholders, map emails to lifecycle stages, and prioritize product adoption to convert curiosity into long-term commitment.
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