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Cold Email Marketing: SaaS Strategies for Customer Acquisition

cold email marketing

Many SaaS companies have huge success using cold email marketing to grow their business, while others end up frustrated with little to show for their efforts.

If email marketing is still one of the most effective marketing tactics, why do some companies struggle with getting results?

Truthfully, it’s because most SaaS companies aren’t that great at finding qualified leads, creating conversion-optimized cold emails, or following up with prospects.

Finding Leads for Your SaaS Cold Email Marketing

Cold Email Marketing SaaS Leads

Now that your SaaS company is open for business, it’s your job to find customers. Unfortunately the “build it and they will come” theory only worked for Kevin Costner in Field of Dreams, so you’re going to have to put the time and effort in yourself.

Out of the millions of businesses and individuals in the world, how do you find the ones that would make great subscribers? If you’re a B2B SaaS, how do you find the right person at each business who’s in charge of the decision-making?

First, you need to decide exactly who your target customers are. How can your product help them, and what do they have to gain (or lose) by subscribing to your product?

If they’re a company, how big are they? A founder with a small team is always looking for ways to save money or make more money. They don’t have too much to lose if your solution turns out to be not quite right.

However, if you’re approaching the marketing director at a Fortune 500 company there’s a lot more at stake. If your SaaS solution is a winner for their business, the marketing director will get all the accolades. If your solution fails, that same marketing director faces a ton of embarrassment, the business takes a financial hit, and it gets really awkward for everybody – there’s a lot more risk involved.

To keep a clear image of your ideal customer in mind, you might find it helpful to develop “buyer personas” so that you can better appeal to each type of customer and pinpoint the value your product can give them. Once you have these personas clarified, you can distribute them to your team so that everyone is on the same page about who your ideal customer should be.

Lead Finding Tools

Lead Finding Tools

With clear prospects in mind, it’s time to start digging up those leads so you can start your cold email marketing campaigns. There are many ways to go about this – it’s just a matter of trial and error to see what works for your specific business. These are a few of the most popular options.

Lead Databases

Companies such as RightHello provide online access to qualified business leads, giving you direct access to company decision-makers. RightHello alone gives subscribers access to over 5 million companies, making the task of targeting potential customers a lot easier.

Data Scraping

Web scraping tools such as and Mozenda extract relevant data from websites based on your chosen criteria. You can target by keyword and location and scrape places such as social media, online directories, and business and industry associations. This will return a list of people that meet your defined criteria to give you a targeted list of potential leads.

Website Visitor Capture

Turn your site visitors into leads with tools like LeadFeeder and Albacross. These tools allow you to track, target, and contact people that have pre-qualified themselves as leads by checking out your website.

Online Tools for SaaS Cold Email Marketing and Follow-Ups

Online tools for SaaS cold email marketing

As a growing SaaS company, your time is precious. You need to get as much accomplished in as little time as possible – and within budget.

We’re not going to sugar coat things. Cold email marketing takes up a lot of time for a business. Thankfully, some of your fellow SaaS companies have come to the rescue with software to make your life easier.

There’s a wide variety of tools out there to help you with initial cold emails and follow-ups, but some good ones to start with are:

Hunter – this is a website and Chrome extension that lets you find personal email addresses from a company website in seconds. A little stalker-ish, but it’s one of the fastest ways to get this information. You’re allowed 100 free searches a month before you need to upgrade to a paid plan.

Mailshake – this is one of the most popular cold email marketing tools out there. Mailshake lets you schedule, track, and analyze your cold emails and automated follow-ups. It also provides templates, customized campaign emails, and auto-suggestions for more persuasive content if you’re starting from scratch. Mailshake has no free option but offers a 30-day refund if you decide it’s not for you.

Bluetick – following up every lead can be even more of a time-suck than your initial cold email outreach. Bluetick takes away that frustration by automating your follow-up email process, while at the same time keeping your emails personal and genuine. It’s like cloning yourself and then ordering your clones to do all the boring stuff. This software offers a 14-day free trial to get you started.