10 Exceptional Email Marketing Examples from SaaS Companies


May 31, 2024


7 min read

Email marketing remains a cornerstone of effective communication, offering one of the highest returns on investment (ROI) in all industries.

Businesses can see an average return of $38 for every dollar spent on email marketing. SaaS and B2B marketers recognize the power of this channel, leveraging it to deliver personalized, targeted, and impactful campaigns.

Here, we’ll explore 10 outstanding SaaS email marketing examples that excel in design and content and provide actionable takeaways to enhance your email marketing strategy.

Essential SaaS Email Marketing KPIs and Metrics

Before diving into the examples, it’s crucial to understand the key performance indicators (KPIs) to track for a successful email marketing campaign:

  • Email Open Rate: Indicates how well your subject lines perform, with 47% of recipients opening an email based on the subject line alone.
  • Click-Through Rate (CTR): Measures how many recipients click on links within your email, reflecting the effectiveness of your email copy.
  • Email Conversion Rate (CR): This shows the percentage of recipients who complete the desired action, such as upgrading their software.
  • Bounce Rate: The bounce rate in email marketing shows the percentage of emails that weren’t delivered. There are two types: soft bounce (temporary issues like a full inbox) and hard bounce (permanent issues like non-existent email addresses). It helps monitor deliverability and maintain a clean subscriber list.

10 SaaS Email Marketing Examples Done Right


1. Shopify – Welcome Email

Shopify’s welcome email sets a great first impression by managing expectations and providing immediate value. The email is personalized, expresses gratitude, and outlines what customers can expect next.


  • Personalization: Even simple personalization, like using the recipient’s name, builds trust and makes communication more relevant.
  • Gratitude: Thanking customers for choosing your product sets a positive tone and fosters a sense of loyalty.
  • Information: Clearly stating the benefits and what the customer can expect in future communications helps create a positive relationship.

2. Monday.com – Onboarding Sequence


Monday.com uses a series of onboarding emails rather than a single welcome email. Their onboarding sequence includes crisp copy, video tutorials, and hyperlinks to the mobile or web app.


  • Keep it Short: Avoid overwhelming new users with lengthy guides. Bite-sized information is easier to digest.
  • Use Videos: Tutorials are engaging and help users understand how to use the product effectively.
  • Provide Links: Make it easy for users to access your platform directly from the email.

3. Litmus – Promotional Emails

Litmus uses subtle animations to make its promotional emails stand out without overwhelming the content. The swipe motion in their email gives a peek “under the hood,” making the headline come alive.


  • Visuals Matter: Thoughtful design and subtle animations can draw recipients to engage with your content.
  • Effective Contrast: Highlight key elements like your call-to-action (CTA) to make them stand out.
  • Organized Layout: Use white space to separate sections and enhance readability.

4. Basecamp – Project Management


Basecamp’s email at the end of a free trial period focuses on building trust and reducing confusion. It clearly states the trial status, actions needed, and what will happen next.


  • Nurture Prospects: Build trust by clearly explaining the benefits and next steps.
  • Simplify Subscription: Explain the subscription process and highlight how easy it is to cancel.
  • Reassure Data Safety: Let customers know their work and data are safe, alleviating concerns about losing their progress.

5. Squarespace – Trial Extension Emails

Squarespace’s email emphatically offers a trial extension, acknowledging that users get busy and offering a one-click extension.


  • Understand Customers: Acknowledge their pain points and offer solutions that show empathy.
  • Simple CTA: Make actions easy to perform with clear and direct CTAs.
  • Clear Benefits: Explain the benefits of upgrading succinctly to motivate users.

Want to reduce your CAC to half?

6. HubSpot – Online Event Invitation

HubSpot’s invitation to their Inbound 2021 event is personalized and conversational and highlights the benefits of attending, including featuring notable speakers.


  • Focus on Benefits: Explain what attendees will gain from participating in the event.
  • Showcase Speakers: Highlight expert speakers to attract attendees and build credibility.
  • Use FOMO: Create a sense of urgency and exclusivity to drive registrations.

7. Canva – Customer Retention Emails

Canva celebrates users’ achievements and motivates them to reach new milestones. Their email also encourages sharing on social media.


  • Acknowledge Achievements: Recognize and reward user milestones to foster loyalty and motivation.
  • Set New Goals: Encourage continued engagement by setting new challenges or goals.
  • Social Media Integration: Use CTAs that promote sharing on social platforms to expand your reach.

8. Chanty – Re-engagement Emails

Chanty’s re-engagement email reminds inactive users of the platform’s benefits and provides easy access to the app.


  • Nurture Inactive Users: Keep communication lines open with low-engagement users by reminding them of your product’s value.
  • Segmentation: Tailor messages to different user segments for better results and higher engagement.

9. Userpilot and Zoho – Feedback Emails

Userpilot and Zoho ask for customer feedback to improve their services and categorize users based on their responses.


  • Encourage Feedback: Offer incentives for providing feedback to increase participation.
  • Highlight Value: Remind users of your product’s benefits to encourage positive feedback and continued use.

10. Zapier – Updates/Digest Emails

Zapier’s digest email informs users with personalized content and clickable buttons for detailed information.


  • Prioritize Information: Divide content into primary and secondary sections to highlight the most important updates.
  • Allow Choice: Let readers choose which details to explore further, enhancing their engagement.
  • Use White Space: Enhance readability and organization by using white space effectively.

Want to reduce your CAC to half?

Additional tips to elevate your email marketing strategy


Customized content, A/B testing, audience segmentation, mobile optimization, obvious call to action, metrics tracking, and astute automation may help you improve your email approach.

These strategies help you fine-tune your strategy for optimal effect by increasing engagement and conversions.

Personalization and Segmentation

Personalization goes beyond using the recipient’s name. Segment your audience based on behavior, preferences, and past interactions to tailor your messages more precisely. This increases relevance and improves engagement rates.

Compelling Subject Lines

Since the subject line is the first thing recipients see, it is crucial to your email’s open rate. Craft subject lines that are concise, intriguing, and relevant to the recipient’s interests. A/B tests different variations to see what resonates best with your audience.

Mobile Optimization

With many users checking emails on mobile devices, ensure your emails are mobile-friendly. Use responsive design techniques to ensure your emails look great on all screen sizes. This includes using larger fonts, touch-friendly buttons, and a single-column layout.

Interactive Elements

Incorporate interactive elements such as buttons, carousels, and collapsible sections to make your emails more engaging. Interactive emails can increase click-through rates and make your content more memorable.

Clear and Strong CTAs

Your call-to-action (CTA) should be clear, compelling, and easy to find. Use contrasting colors to make your CTAs stand out and position them strategically within your email. Consider testing different CTAs to determine which ones drive the most conversions.

Consistent Branding

Use your brand’s colors, fonts, and logo to maintain consistency in your email design. This helps reinforce brand recognition and makes your emails look professional. Consistent branding builds trust and ensures your emails align with your marketing efforts.

Value-Driven Content

Always provide value in your emails, whether it’s through educational content, exclusive offers, or useful tips. Value-driven content keeps your audience engaged and encourages them to look forward to your emails. Highlight the benefits of your product or service and how it can solve your recipients’ pain points.

A/B Testing and Analytics

Regularly perform A/B testing on different elements of your emails, such as subject lines, content, images, and CTAs. Analyze the results to understand what works best for your audience. Use analytics to track key metrics like open, click-through, and conversion rates and adjust your strategy accordingly.

Remember, the key to successful email marketing is understanding your audience, delivering value, and continuously optimizing your strategy.


Building an effective SaaS email marketing strategy is paramount for any company’s success, and at Saffron Edge, we excel in crafting and executing top-tier strategies that drive results. While adhering to best practices is crucial, ongoing testing and iteration are pivotal in honing the perfect approach.

At Saffron Edge, we meticulously refine our tactics, drawing inspiration from successful examples and tailoring your emails to resonate authentically with your audience. Each iteration offers valuable insights into what works best for your brand, allowing us to continually optimize and improve your email campaigns.

Our expert team ensures your campaigns are effective and aligned with your unique business goals.

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