Top 13 SaaS Email Templates For Engaging Your Customers

When it comes to Software as a Service (SaaS), customer engagement and retention are built on effective communication. Email is still the most powerful tool for connecting with users. Statista reported that in 2023, about 4.37 billion people used email, and over 376 billion emails were sent or received worldwide. 

SaaS companies must communicate through this medium to nurture leads, onboard users, and keep them engaged by sending product updates and offers.

In this blog, you’ll discover 13 effective real-life SaaS email templates designed to engage customers at various stages. Learn about best design practices, personalization techniques, compelling subject lines, CTAs, and potential flaws to avoid.

1. Atlassian’s welcome email

Pros:

• Design: This template has a clean, professional look. It’s easy on the eyes and simple to read, thanks to white space and basic colors.
• Visuals: The central picture is fun and relevant while not overwhelming the reader with its message of unlocking potential.
• Personalization: Using someone’s name (“Hi, James”) makes an email more personal, creating a sense that it was specifically made for them. This draws in users’ engagement.
• Concise layout: Key information is clearly presented in an organized manner throughout the email, showing what is important. This helps guide the reader through all parts of the content because they know where to go next based on highlights.
• Engaging subject line: “Unleash your team’s potential” is a strong subject line that offers value and provokes curiosity, making someone want to open their email.
• Compelling CTA: “Start working smarter,” a call-to-action button that is action-oriented and prominent. It encourages readers to take immediate steps forward.
• Additional support: A password reset link plus a “Contact Us” section shows thoughtfulness towards possible user needs/questions at Atlassian.

Pro tip: Use our Free AI Subject Line Generator to get more ideas for your subject lines

Cons:

• Potential over-reliance on visuals: Some recipients might find this graphic slightly distracting while still being engaging. However, a balance should be struck between visuals and texts so as not to divert focus away from the main message.
• Lack of detailed next step: Nothing further is indicated for the customer after being onboarded.

Why we like it:

1. Personal touch: This email starts with a personalized greeting, addressing the recipient by name (“Hi James”). This small detail creates a more intimate connection, immediately making the recipient feel recognized and valued.
2. Engaging visuals: The central graphic is attractive and thematically relevant, reinforcing the message of unleashing potential. It draws attention without being overwhelming, enhancing the overall aesthetic and keeping the reader engaged.
3. Clear call to action: The CTA button, “Start working smarter,” is prominently placed and action-oriented. It indicates the user’s next step, making it easy and enticing for them to engage further with the product.

Takeaway

A well-crafted welcome email is essential for setting the tone of your customer’s journey. This Atlassian template exemplifies best practices with its clean design, personalized touches, and compelling CTAs. 

While visuals can enhance engagement, balancing them with clear, actionable text ensures that your message remains the focal point. Always consider your user’s next steps and provide them with the support they need to feel confident and excited about using your product.

2. Trip Advisor’s onboarding email

Pros:

• Design: The format is neat and straightforward and reflects the TripAdvisor’s color scheme. Also, the white space applied liberally makes it legible with less clutter.
• Visuals: The central image is engaging and relevant, capturing the essence of exploration and travel. It draws the reader’s attention without being overwhelming.
• Concise layout: This email’s structure presents the main message. Important information and CTAs are easily identifiable.
• Engaging subject Line: “Welcome to better travel” is a brief subject line that creates a positive mood, prompting the receiver to open this mail.
• Compelling CTA: The call-to-action button “Let’s get planning” compels users to click; it immediately grabs their attention because it’s different from other text in size and color.
• Support links: TripAdvisor provides links to app downloads and contacts for help, which can enhance user convenience.

Cons:

• Lack of direct personalization: The email doesn’t state the customer’s name directly.
• Missing explanation of next steps: Having a small paragraph on what happens next when a user clicks the “Let’s get planning” button can make things clearer when users are onboard.

Why we like it:

1. Inviting design: The email features a clean and inviting design with ample whitespace, which makes the content easy to read. The simple color scheme aligns with TripAdvisor’s branding, ensuring a consistent and professional look.
2. Relevant visuals: The central image effectively captures the essence of exploration and travel, which is core to TripAdvisor’s brand. It engages the reader visually and sets a positive, adventurous tone for the email.
3. Focused Call to Action: The single CTA, “Let’s get planning,” is clear and direct. Focusing on one main action avoids overwhelming the reader and effectively guides them towards engaging with TripAdvisor’s offerings.

Takeaway

A well-crafted onboarding email is crucial for leaving a lasting first impression. 

In this case, TripAdvisor’s template demonstrates best practices using its clean design, engaging visuals, and compelling CTAs. Although direct personalization may boost engagement, having a welcoming tone with clear and measurable content will make it more effective for new users. Giving them some next steps is always wise as they embark on their onboarding journey.

3. Arc’s new product update email

Pros:

• Design: The design is minimalistic yet effective. Whitespace and a simple color palette make the email easy to read and visually appealing.
• Visuals: The central image is engaging and relevant, setting the stage for the anticipated update. It draws attention without overshadowing the message.
• Narrative style: The email conveys its message using a narrative style, making the update feel like part of a larger story. This is more engaging than a straightforward announcement.
• Concise layout: The email is well-structured and highlights key information. The most important elements are prominently placed, guiding the reader through the content effortlessly.
• Witty subject line: “Arc Update | Act I is Over” is a powerful subject line that creates a sense of closure and new beginnings, encouraging the recipient to open the email.

Cons:

• Lack of detailed Information: The email is intentionally vague, which can be a double-edged sword. While it builds anticipation, some users may prefer more concrete information about upcoming updates.
• Potential Over-reliance on Hype: Relying heavily on hype and emotional appeal can backfire if the actual update doesn’t meet user expectations. Balancing hype with substantial information can mitigate this risk.

Why we like it:

1. Anticipation and engagement: By referring to everything users have seen so far as “Act I,” Arc hints at a significant upcoming reveal, “Act II,” which piques curiosity and builds anticipation.
2. Single call to action: The only call to action (CTA) is a “Sneak a peek into 2024” button. This focused approach directs the user’s attention and action towards a single, clear goal, enhancing the likelihood of engagement.
3. Emotional play: By keeping the product update vague and hype-based, Arc taps into users’ emotions, making them feel part of an ongoing journey. This emotional investment can foster a deeper connection with the brand and its future developments.

Takeaway

A well-crafted product update email can build anticipation and keep users engaged with your brand. 

This Arc template demonstrates SaaS marketing best practices with engaging visuals, narrative style, and focused CTA. While building hype can be effective, balancing it with enough information to meet user expectations is important. Keep your updates clear, concise, and emotionally engaging to foster a deeper connection with your audience.

4. Zapier’s Transactional email

Pros:

• Design: Clean and straightforward, with a focus on essential information.
• Clarity: Clear CTAs and concise explanations of the benefits of upgrading.
• Reassurance: A comforting message that users still have access to their existing Zaps, reducing anxiety about the transition from a trial to a free plan.

Cons:

• Lack of specificity: Three of the four benefits listed could use more detailed explanations. For instance, instead of “higher task limits,” specifying the number of tasks allowed could make the benefits more compelling.
• Missing personalization: The email lacks personalized elements that could make it more engaging, such as referencing the user’s specific usage or achievements during the trial period.

Why we like it:

1. Call to action clarity: This Zapier email shines with its clear and prominent “Upgrade now” buttons at the email’s top and bottom. These CTAs are difficult to miss, making it simple for users to take the desired action.
2. Number of benefits: The email succinctly lists four clear benefits of upgrading. The first bullet, “Access premium apps,” is particularly strong as it highlights specific, well-known apps like Facebook Lead Ads, Salesforce, and Shopify. This specificity makes the value proposition more tangible and enticing for the reader.
3. Reassuring tone: The email reassures users that although their trial has ended, they still retain access to all their Zaps and can continue using the service on the free plan. This approach mitigates any immediate sense of loss and gently nudges users towards upgrading without feeling pressured.

Takeaway

A well-crafted trial-ending email encourages users to transition to a paid plan. 

This Zapier email excels with its clear CTAs, concise benefit list, and reassuring tone. Enhancing specificity and adding personalization could make it even more compelling. 

Remember, clarity and empathy are crucial in guiding your users towards the next step in their journey with your product.

5. Reword’s re-engagement email

Pros:

• Emphasis on value: Clearly communicates the benefits of AI-assisted writing.
• Compelling CTA: A direct and compelling call to action encourages users to re-engage with the product.
• Support resources: The product offers helpful resources such as a walkthrough video and knowledge base link to assist users in getting the most out of it.

Cons:

• Lack of personalization: The email could be more effective with personalized elements, such as referencing the user’s progress or usage history.
• Visual balance: While informative, the email could benefit from a slightly more balanced layout with visuals spread throughout the content to maintain engagement.

Why we like it:

1. Clear value proposition: This Reword email effectively reminds users of the value they can gain from the product. It highlights how the AI-assisted editor can help them write better articles by focusing on AI assistance rather than replacement. This reassurance can re-engage users by emphasizing that the tool enhances their writing process without taking over.
2. Engaging call to action: The email includes a clear and engaging CTA, “Write your first draft,” encouraging users to take immediate action. This direct approach can help rekindle users’ interest and get them back on track with using the product.
3. Resources: By offering a walkthrough video and a link to the knowledge base, the email provides additional support to users. These resources can help users understand how to maximize the benefits of Reword, reducing any barriers to re-engagement and making the product more approachable.

Takeaway

A re-engagement email is essential for drawing users back to your product. 

This Reword email succeeds by clearly emphasizing the product’s value, providing an engaging CTA, and offering supportive resources. To enhance its effectiveness, consider adding personalized touches and ensuring a balanced visual layout. 

The goal is to remind users of the benefits and ease their concerns about returning.

6. Zapier’s feedback request email

Pros:

• Customization: The email uses the customer’s name.
• Concise CTA: A direct and noticeable button that prompts action.
• Consumer-centric approach: The email emphasizes the importance of consumers’ feedback to product improvement, making them feel important when voicing their opinions.

Cons:

• Limited incentive: Given the potential increase in response rates, offering a small incentive to those still unsure about filling out the questionnaire in this email could be beneficial.
• More context needed: Explaining briefly how survey results will be used could help assuage any qualms users might have about providing their input, resulting in enhanced response rates.

Why we like it:

1. Personalized engagement: This Zapier feedback request email does a fantastic job of making the recipient feel special. Greeting the user by name and mentioning their most recent activity (e.g., taking advantage of the two-week free trial) creates a sense of personalization that motivates consumers to share their thoughts.
2. Clear and simple CTA: The email prominently features a single, clear call to action, “Take our survey”. The email’s straightforward design minimizes obstacles, enabling users to proceed without concerns.
3. Empathy and value: The sender genuinely looks forward to hearing back from recipients as part of enhancing Zapier for future clients. Apart from valuing them highly, this allows them to see how they can contribute to improving their product.

Takeaway

We use well-crafted feedback requests to gather valuable insights from customers. 

Zapier’s personalization sets it apart from other written emails on this topic. While offering incentives may encourage more comments, explaining how these comments will be utilized is essential. Users ultimately want to feel heard and respected. 

Finally, building long-term customer loyalty depends on making your customers feel important and hearing their point of view. By listening to what consumers say, you can improve your product.

7. CoSchedule’s newsletter email

Pros:

• Eye-catching design: This SaaS email template captures attention. Visually, it’s vibrant, owing to its bright colors.
• Focused messaging: To ensure clarity about the email’s intentions, it includes clear headings for the reader to skim over.
• Opportunities for engagement: It includes links encouraging the reader to explore deeper levels with the brand.

Cons:

• Limited personalization: However, it would have been better to incorporate some personal aspects into this mailing piece.
• Too lengthy: Having so many sections and buttons might result in decision paralysis, with the user skipping most of the content in the email. 

Why we like it:

1. Bold Visuals: The newsletter email template stands out because of its colorful and daring design. The design is current and appealing while standing apart from other emails.
2. Clear focal points: This email has one central theme, introducing a Social Media Content Calendar, as seen in the top heading. A big, bold “Build My Calendar” CTA button is placed below to make someone click. Also, concerning this vital information, the supporting text does not waste much time.
3. Encouraged navigation: Below that part are links to other content pieces, enticing the reader to further engage with the brand.

Takeaway

A well-designed newsletter email should keep your audience informed and engaged using appropriate visuals; this example shines through its bold visual appeal, clear messaging, and possibilities for further exploration. 

For more effective utilization, include personalized notes and provide more detailed materials as links to the required pages. A newsletter should be informative and keep users connected to your brand and excited about what’s next.

8. Social Intent’s upgrade/cross-Sell Email

Pros:

• Empathy: Starts with a considerate tone, acknowledging the user’s potential need for more time.
• Strong CTA: The clear and visually distinct CTA button encourages immediate action.
• Concise value proposition: Highlights the key benefits of upgrading, making it simple for users to understand what they’ll gain.

Cons:

• Limited personalization: While the tone is empathetic, the email could be more personalized by referencing the user’s specific usage patterns or achievements during the trial period.
• Generic appeal: The email could be more compelling by including a limited-time discount or special offer, relevant to the target audience.

Why we like it:

1. Empathetic tone: This email from Social Intents starts with an understanding tone, acknowledging that “life gets busy.” Offering an additional seven days to check out the app shows empathy for the user’s situation. This can build goodwill and make the offer more appealing. This approach can reduce the pressure to upgrade immediately and instead focus on the user’s convenience.
2. Clear and actionable CTA: The email features a strong and clear call to action, “Subscribe Now!” which is prominently placed and easy to find. The CTA button stands out with its bright color, encouraging users to take immediate action to continue benefiting from the app.
3. Highlighting value: The email efficiently communicates the value of upgrading by listing benefits such as outstanding customer support, white-labeled apps, and unlimited conversations. This concise yet compelling value proposition makes it easier for users to see why upgrading is worth their investment.

Takeaway

An effective upgrade or cross-sell email should balance empathy with clear, actionable content. 

This Social Intents email succeeds by acknowledging the user’s busy schedule, offering extra time, and providing a solid value proposition with a clear CTA. To increase its effectiveness, adding more personalized elements and possibly a special offer could make the upgrade even more appealing.

Remember, transitioning to a paid plan as smoothly and appealing as possible is critical to converting trial users into loyal customers.

9. Datawize’s referral program email

Pros:

• Engaging visuals: A clean, modern design makes reading emails easy on the eye.
• Simplified process: The email breaks down the referral process into actionable steps, making users feel less resistance.
• Mutual benefits: The presence of mutual gains between the referrer and referred friends would encourage more people to participate in the campaign.

Cons:

• Limited personalization: Even though it looks appealing visually and has an appealing structure, some level of personalization, such as addressing people by name or mentioning their usage patterns, could have made it better than this.
• Potential over-reliance on text: This email could be made more interesting by adding additional visual elements, such as icons representing each step or animated GIFs, rather than heavy reliance on text, which is concise but informative enough.

Why we like it:

1. Visually engaging design: A visually appealing design is immediately evident in this Datawize referral program email. It’s user-friendly, with friendly icons, strong colors, and clear typography. The basic design ensures a clear understanding of the main idea of joining their referral program.
2. Clear, step-by-step instructions: This email does a fantastic job of breaking down the referral process into simple, actionable steps. By letting the user know exactly what they need to do (“Share,” “Friends get,” “You get”), it eliminates any ambiguity and makes referring to them feel like a breeze. This sequential approach creates interest by facilitating an understanding of the benefits and processes involved.
3. Compelling incentive: This company’s communication strategy highlights that an effective incentive structure should benefit both referrers and referred friends. They offer $50 for each successful referral and a 10% discount for friends. These two-fold incentives encourage participation not just for one’s own advantage but also as an opportunity to help others.

Takeaway

A well-designed referral program email can be a powerful tool for expanding your customer base. 

This Datawize template stands out with its visually engaging design, clear step-by-step instructions, and compelling dual incentives. It could be more effective with personalized touches and more dynamic visuals. 

10. Wisdom’s churn prevention email

Pros:

• Personalization and Incentives: The email effectively combines personalized communication with an appealing reason why customers should return.
• Guided action: The detailed steps outlined in this email make it easy for someone reading this email to know how to claim their rewards.
• Benefit reminder: By highlighting key product features, the post reminds subscribers of what they stand to lose if they abandon ship.

Cons:

• Limited focus: While it offers an incentive for feedback, it doesn’t specify why subscribers might want to quit or recommend solutions for those specific pain points.
• Broad appeal: To enhance the impact on recipients, this email could have grouped them based on their behaviors, ensuring that the content resonated deeply with each individual.

Why we like it:

1. Proactive and personalized approach: This churn prevention email from Wisdom aims to re-engage users who may be about to leave. The recipient receives a reward, a free three-month Wisdom Gold subscription, enhancing its value. The message is personal (“Hey, ${first_name}”), which makes the communication more effective.
2. Clear andrRewarding CTA: The email features a call to action that is both clear and engaging. The email’s simple breakdowns of rewards demonstrate their manageability for the user. Providing incentives, such as a premium subscription for feedback, not only encourages users to stay, but also gives them at least some reason to engage actively with the brand again.
3. Highlighting unique product benefits: Wisely, the e-mail reminds users of specific benefits offered by Wisdom, such as personalized and effective emails, real-time updates, and a website-like experience within the email itself. This discreet reminder reinforces the product’s value proposition and nudges users to reconsider their decision to churn.

Takeaway

A churn prevention email is important when trying to hold onto customers who may be on the brink of leaving. 

This Wisdom template does this by including personalization, a clear reward, and reminders about what makes the product special. 

Still, consider addressing specific user concerns and offering tailored solutions to make such emails even more effective. Remember that you’re not just trying to avoid them leaving but also reigniting their passion for your product.

11. FreshBooks’ free trial email

Pros:

• Positive messaging: Such messaging uses encouraging language, positioning the product as an initiator of success.
• Balanced urgency: The email strikes an urgent tone without overwhelming readers so they can control their decision-making processes.
• Clear benefits: The bullet points stating benefits drive home what happens after the free trial ends.

Cons:

• Lack of personalization: While the email is strong overall, it could be more personalized by addressing the user by name or referencing their specific usage during the trial.
• No special offer: Including a limited-time discount or special offer for users who upgrade before their trial ends could further incentivize conversion.

Why we like it:

1. Positive reinforcement: This FreshBooks free trial email compares the process of participating in a free trial to a journey toward success. The formula “FreshBooks + You = Success” immediately positions the software as a vital companion in one’s business venture. This positive reinforcement may enhance the user’s confidence in the product and thus prolong its use.
2. Urgency with reassurance: The email, however, is well crafted to balance urgency with reassurance. It informs the user of the remaining nine days of their trial, instilling a subtle sense of urgency. Nevertheless, it also lets them know that a few FreshBooks features and resources are available, reducing anxiety around making hasty decisions.
3. Clear benefits and CTA: The email outlines the concrete benefits of using FreshBooks, including the ability to send invoices with a professional appearance, keep accurate expense records, and receive payments more quickly, among other advantages. The presentation of these benefits takes into account the common pain points experienced by individuals within this demographic group. A straightforwardly placed “Select a Plan” CTA makes it easy for users to take the following steps.

Takeaway

Crafting an effective free trial email can encourage your users to continue using your product. 

This FreshBooks template does a fantastic job of emphasizing the software’s positive outcomes, balancing urgency with reassurance, and clearly outlining the benefits of upgrading. 

To make such emails even more compelling, consider adding personalized elements and offering special incentives to nudge users toward a paid plan. 

Remember that the goal is to seamlessly transition users from free trials to paid subscriptions, emphasizing the benefits they have become accustomed to during this period.

12. Smartlook’s watch the demo email

Pros:

• Personalization: The email offers a tailored demo experience, making the recipient feel that their unique business needs are being addressed.
• Clear structure: The numbered list clearly outlines the demo’s agenda, setting the right expectations and making the content simple to digest.
• Compelling CTA: The call to action is clear, prominent, and framed as a low-risk, high-value opportunity for the user.

Cons:

• Limited Visuals: The email is text-heavy and could benefit from incorporating more visual elements or icons to break up the text and make the content more engaging.
• No Time Sensitivity: To encourage quicker action, the email could increase urgency by suggesting a time frame for booking the demo, such as “Limited slots available this week.”

Why we like it:

1. Personalized Value Proposition: This Smartlook demo invitation email effectively uses personalization to make the recipient feel valued and catered to. By offering a “personalized demo for your company,” the email addresses the recipient’s specific needs, which can significantly increase the likelihood of engagement. It’s not just a generic demo,  it’s tailored to show exactly how the product can work for their business, which is a powerful selling point.
2. Clear and Structured Content: The email is well organized, with a numbered list that outlines what the demo will cover. This clear structure helps set the right expectations, making users feel more comfortable about what they will learn. It also subtly reassures them that the demo will be practical, focused, and worth their time.
3. Encouraging Engagement: The CTA, “Book your FREE demo,” is prominent and compelling, positioned at the perfect spot in the email. It lowers the barrier to entry by framing the demo as a no-cost opportunity, encouraging the user to take the next step in their journey with Smartlook. Additionally, the email reassures users that they can easily access their account and past instructions, reducing any potential friction or confusion.

Takeaway

A well-crafted “Watch the Demo” email can be crucial in converting interested users into engaged customers. 

This Smartlook template excels by offering a personalized demo experience, clearly outlining the value to the user, and providing a strong, low-barrier CTA. 

To improve such emails further, consider adding visual elements to enhance engagement and incorporating a sense of urgency to prompt quicker action. Remember, the goal is to make the demo seem like a valuable, easy, and necessary next step in the user’s journey with your product.

13. Zalando’s thank you email

Pros:

• Shows appreciation: A warm thank-you at the beginning of an email makes one feel valued and cared for as a customer.
• All-Inclusive data: Provides all necessary purchase details orderly, avoiding potential confusion.
• Increased engagement: This approach promotes client brand interactions through initiatives like “Complete the look,” which could potentially be rebranded as “Explore more features” or “Upgrade your plan” if the service is SaaS-based.

Cons:

• Common Design: It might work well, but it appears more off-the-shelf; this implies that adding some branding elements or personal touches would make it look more visually appealing.
• Limited Personal Touches: Other than the salutation, the content lacks individualization. The email could have been enhanced by including recommendations based on consumers’ purchasing histories or habits.

Why we like it:

1. Clear Gratitude: This Zalando thank-you email is a fine blend of a warm thank-you note and important purchase details. The phrase “We are delighted that you have found something you like!” sets the tone, demonstrating appreciation and enhancing customer satisfaction. From there, it effortlessly goes into the order’s specifics, allowing for easy access to all the information the reader requires.
2. Elaborate Order Summary: The email contains a detailed summary of everything purchased, including delivery address, item details, and payment procedure. Such depth not only confirms the buyer’s choice, but also minimizes confusion. Including a “View order” button makes it simple for the customer to access more information or make any necessary changes.
3. Additional Engagement Encouragement: Different options, such as “Complete the Look,” subtly invite customers to keep interacting with Zalando. SaaS firms can utilize this concept by suggesting additional features that will improve the user experience.

SaaS email templates takeaway

A well-structured “Thank You for Purchase” email drives consumer satisfaction and encourages further engagement. 

This Zalando template excels at expressing gratitude, providing precise order details, and suggesting additional interactions. 

For SaaS companies, adapting this approach by including personalized recommendations or highlighting complementary services could further enhance customer loyalty and drive additional revenue. 

Remember, every post-purchase interaction is an opportunity to strengthen your relationship with your customers and guide them toward even more value from your product.

Final thoughts

Effective SaaS emails blend art and science that necessitates striking a delicate balance between clearness, individualization and content driven by value. From welcome emails that create a positive customer relationship to churn prevention ones that fight for the retention of users, each email plays a vital role in the customer journey. It’s vital to have compelling and concise CTAs, personalized messaging and focus on unique selling propositions. Visual appeal combined with informative but brief sentences can boost engagement.

While refining your email strategies, remember that your final objective should be smoothly guiding your users through each phase of their journey. Implement the tips provided in this blog to boost your email marketing efforts.

For more insights and resources on SaaS marketing, visit the Encharge blog.