Email Marketing — B2B SaaS
Complete email marketing system for a B2B SaaS — welcome sequence, nurture flows, re-engagement campaigns — taking open rates from 11% to 43% and driving $180K in attributed pipeline.
Project Details
A B2B SaaS company with a 12,000-subscriber email list was sending one monthly newsletter with an 11% open rate and 0.8% click rate. No automation, no segmentation, no sequences. We audited the full list, suppressed 3,400 unengaged contacts, and rebuilt the entire email infrastructure. Deliverables included: a 7-email welcome sequence for new trial users, a 12-email nurture flow for leads who hadn't converted to paid, a 4-email win-back campaign for churned customers, and a bi-weekly newsletter redesigned around product use cases and customer case studies rather than company announcements.
Deliverables
Industry
B2B SaaS / Email Marketing
Delivery
16 Weeks
Project Research
We analyzed 18 months of send history and found that the best-performing emails had two things in common: a subject line under 6 words and a single clear call-to-action. Emails with multiple CTAs ('Read our blog', 'Book a demo', 'Check new features') had 60% lower click rates than single-CTA emails. We also found that onboarding emails sent within 5 minutes of signup had a 68% open rate versus 24% when sent 24 hours later. The entire sequence architecture was restructured around behavioral triggers rather than fixed time delays.
Project Results
After 16 weeks, average open rate across all campaigns rose from 11% to 43%. Click rate increased from 0.8% to 6.2%. The welcome sequence achieved a 71% completion rate — 71% of new trial users read all 7 emails. The nurture flow converted 14% of non-paying leads into paid subscriptions within 90 days. Revenue attributed to email across the period was $180,000 in new ARR. The re-engagement campaign recovered 840 previously inactive subscribers, 210 of whom converted to active users. Email unsubscribe rate dropped from 2.1% to 0.4% per send.
