Let’s say your SaaS marketing department is already writing valuable, relevant blogs and articles for your ideal customer profile (ICP). You’re putting out stellar content, but you’re not receiving a significant increase in traffic or engagement.
The problem isn’t necessarily your content itself, but how you're promoting your content. A SaaS newsletter can be a curated hub for your most engaging, relevant content, and you're doing yourself a disservice by passing up on this opportunity.
There’s a lot of uncertainty when crafting your SaaS newsletters. There are three essential elements to a high-performing newsletter:
All in all, crafting an impactful SaaS newsletter isn't easy. So let’s start with the basics: what are the main elements you should include within your B2B SaaS newsletter?
A newsletter is a success if it offers a unique lens into your company and its value. If you demonstrate an answer to a prospective question, highlight your clients’ pain points with the accompanying solution or show your authority in your respective space within the industry, then you’ve communicated value.
A successful newsletter will communicate this value by showcasing relevant and important content. It will include links and call to actions (CTAs) that drive your contacts to perform a desired action, such as visiting your website. These links or gated forms will bring readers to the following:
With these resources on deck, you’re ready to start making your newsletter. However, when creating a newsletter, it's important to keep logistical and stylistic choices in mind:
When choosing the right platform to host your newsletter, consider what you’re trying to gain. Are you trying to get your audience to engage with your content and become advocates for you, or are you trying to promote general awareness of your brand?
If you’re looking to do the latter, marketing services like Constant Contact or MailChimp may be the perfect platform for you. These are entirely serviceable solutions to help SaaS companies get their company name in the minds of their users.
However, if you’re looking to get fully-integrated insight into your newsletter's performance and user engagement to optimize your newsletter, using an integrated marketing platform like Hubspot is your best bet. By integrating your website to Hubspot, you can track click-through rates (CTR) and the engagement on all your linked pages and content. You can even track your current leads and see if any of them became Marketing Qualified Leads (MQLs) after engaging with your content!
If you’re creating an outfacing newsletter, the majority of your contacts will be interested in how you can help them. Because of this, make the subject line and preview text of your email pop! Grab your contact’s attention and make them interested in your newsletter.
Thoughtfully organize your content with a strategic use of headings, and break up long paragraphs of text to be easily readable on both mobile and desktop devices. Once your newsletter has a clean look, use your brand messaging to communicate that you’re offering a solution to solve your audiences’ pains and fears.
Still, don’t just talk about how grand you are. Give your audience an incentive to interact with your content and your website, and build a relationship with your audience. If you’re offering a service that your audience needs, they may not understand or know why they need you. Lean into this, and emphasize the gains your SaaS solution provides.
Pro tip: If you need ideas to keep your monthly newsletter fresh and relevant, consider a monthly theme to help you:
Brand, company voice and values are essential to your positioning strategy and show the difference between you and your competition. Make sure to utilize these aspects of your software venture in your newsletter to nurture your contacts.
Messaging and iconography in the newsletter should be a natural extension of your website and other marketing materials. Avoid using unapproved images, fonts and writing style to make the transition from newsletter to content on your website as seamless as possible.
Still, this doesn’t mean you can't experiment with your newsletter with different CTA formatting and content! Always be testing, and try new ways to make your newsletter pop -- just make sure it aligns within the framework of your company’s brand.
Newsletters require many overlapping strategies at once. To simplify your SaaS newsletter creation process for your company, remember these key takeaways to build and deploy an engaging, effective newsletter:
Thanks for reading!
Would you like to know more about marketing your content measuring your success? Check out our blog on the Five Best Content Marketing Metrics to Track, which includes a free dashboard template.