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How to Pitch Your SaaS Solution via Cold Email Templates

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Jan 31, 2023Updated: Feb 09, 2023
14 min read

As one of the most booming industries, SaaS businesses must seek lead-generation avenues to gain a competitive edge. Cold emailing is a great acquisition channel. As the ultimate goal, cold emails are geared toward customer acquisition; however, to achieve this, you need to apply a strategic approach and communicate your value in a way it will resonate with your prospects. Cold email templates (when written in a custom-made manner) ensure a high possibility of building a network with your potential customers that can further develop into more solid relations. When they say that your email templates have to be plain and simple - it is not always valid in some cases.


Or if you hear “Cram your emails with as many numbers and finance terms” - it can be your fatal error. And know why? Because one of the main challenges for SaaS businesses we worked with was deliverability affected by spam phrases. Some statistics show that 45% of all emails fall under the ‘spam’ category. The percentage of some estimations from research companies is even almost doubled and reaches up to 73%.


Therefore, you have to write emails tailored to your audience and their needs. And sometimes, breaking the canons can be your unique approach that will best suit your prospects’ interests. Read on to find out how to increase your SaaS emails' deliverability rate and write SaaS-customized email templates that target the right audience.


In this article you'll find out:

  • How to effectively pitch a SaaS solution through cold emailing templates.
  • 3 tips on how to get more SaaS customers through cold emailing
  • Increase success, by tailoring emails to your audience
  • Avoid falling into the "spam" folder and increase deliverability

3 Wordstir tips on how to get more SaaS customers via cold email templates


Working with our clients from the SaaS industry, we acquired a solid understanding of how the model of these businesses differs from other industries. This gave us guidelines on how to find the appropriate approaches toward prospects and what mistakes to avoid to boost open and reply rates. 


       1. Meticulously learn about your prospects and the company culture they work in.


The main point here is to create the ideal customer profile (ICP) in order to accelerate your sales cycle performance. To do this, gather as many details about your target audience as possible. The portrait of these personas should encompass their preferences, demographics, psychographic data, fears and pain points, goals, motivations, current job titles, etc. While creating the portrait of your buyer personas, you need to learn about your prospects’ organizations as well since the environment they are in directly impacts their mindsets. Ask yourself the following questions:


  • What industry my prospects’ company is in?
  • What is their annual revenue?
  • How many employees are working there?
  • Where is the prospect’s company located?
  • Are there any SaaS products your prospects already use?
  • Do they have tech-savvy staff in the company?

       2. Define the correct decision makers in the company you reach out to.


Once you have built your ICP and collected data about your prospects’ needs and pain points, it’s time to select the correct decision-makers (or titles) and adjust your email requests accordingly. The challenge while selecting the right decision-maker depends on your target audience and the business size of the company you target. 


Yeah, if for example, you want to pitch your SaaS product to a big enterprise, reaching out to the decision-maker can become really problematic. There is a tendency when sales reps or SDRs try to reach out directly to C-suit executives in large corporations to expedite deal velocity. But it’s not always a good idea until your request is a total fit with the title you refer to. 


C-level members are straight-to-the-point people who lack time. Therefore, it is crucial to conduct thorough research on the company’s positions, define the persons whose responsibilities allow them to make basic decisions and refer your SaaS product to upper-level employees interested in your offer. 


Reaching out to SMBs (small and medium-sized businesses) is much easier since C-level executives are more responsive. 


Example: Let’s model you want to pitch your HR tool to a decision-maker at Apple. CEO or other C-level executives will not likely be interested in your offer since their scope of interest is not solving human resources issues in the company. Thus, the person whose attention is more likely to be grabbed is the chief human resources officer (CHRO) since your tool directly solves his/her pain points. 


Note: Mind that once you make outreach to a large enterprise like L’oreal, you have to determine the location of that company you reach since there are multiple headquarters around the globe and corporate structures with different tiles in charge. 


Verdict: Don’t hurry to approach C-suit executives until they are precisely those people who have a direct relation to the product/service you pitch. It is essential to select the “internal champion” in the company who is related to the pain points you resolve with your product. Even though you built the connection with one title, the sales cycle can be prolonged due to the referring to another decision-maker. 


       3. Personalize value prop according to your TA


So from the above mentioned tip regarding the selection of a suitable title, we would like to outline another recommendation: reach out to people who will find your solution relevant to their interests and needs. We divided relevancy from two perspectives: 


  1. Again, take into consideration that different titles have their fields of interest and pain points. Therefore, when offering an automation tool, for example, you need to adjust your value proposition according to the title’s needs. Let’s illustrate two scenarios:


  • Pitching an automation tool to the CEO. In this case, your value proposition has to include solutions that are tailored to the CEO of the company you target: cutting costs, streamlining business processes, scaling the business, modernization of legacy systems, etc. 
  • Pitching an automation tool to the finance assistant. Find out what bottlenecks are inherent to this department and its employees. What best resonates with them? Among the relevant solutions may be the following: optimizing manual tasks, mitigating human errors, consistent reporting, to name a few. 


Note: At Wordstir, we apply the same approach to different titles; however, the core part of the email copy that must be customized is the value proposition. 

Create a value proposition with the consideration of the company you target. For instance, if you are the owner of a startup company and pitch your SaaS product to small businesses, avoid showcasing your previous experience of cooperation with larger companies. By that said, we mean the case studies you include in your value proposition have to resonate with your prospects and resolve their own issues.


4 SaaS email templates that you can use right now (customized sequence)


Template 1: Show your strengths via case studies


Wave 1

SL1: You or {{ReferralName}}?

SL2: {{Company}} market strategy


Hi {{FirstName}}, 


I'm about to invite {{ReferralName}} to discuss optimizing {{Company}}'s outreach during and after {{Company}} Phase 3 trial using {Company Name}. Would you be interested to join? 


We developed a real-time {Name} platform to help market leaders like {{Company}} eliminate manual data entry operations and cleanse patient data from in-house and external sources for business purposes. {Company Name} has already become the game-changer for {Company 1} and {Company 2}.


Would you be available {{3 days from now}} afternoon?





Template 2: A brief follow-up


Wave 2 - Same thread


Hi {{FirstName}}, 


Did you miss my previous email? 


Brief recap: {{Company}}’s real-time {Platform Name} is a surefire option to boost {{Company}}’s customer-focused processes. 


Drop me a line to explore details in a quick meeting.   





Template 3: Referral approach + success stories


Wave 3

SL1: Know {{Company}}’s customer

SL2: Boost patient journey


Hi {{FirstName}},

I am going to schedule a meeting with {{Referral name}} next Thursday about boosting patient journey at {{Company}}. Are you, as {{Title}}, interested in joining the meeting?


With {{Platform Name}}, {{Company}} will develop and implement the optimal Phase 3 trial product strategy. {{Company 1}} and {{Company 2}} have already used our services and continue to grow, showing how {{Company}} can benefit even the developing companies in the healthcare market.


If that resonates with you, will a quick chat on Thursday work to explore how {{Company}} can help {{Company}} grow? 


Talk soon,



Template 4: Close-up email


Wave 4 - Same thread


Hi {{FirstName}}, 


Hope you’re doing well. 


If you’re still interested in developing an effective market strategy for {{Company’s}} Phase 3 trial product, let’s sync up next week regarding a meeting.






How to write effective SaaS email templates to increase deliverability?


  1. Avoid using spam words and phrases. While writing the email, there is a temptation to cram the copy with many business-oriented and beneficial terms that destroy your deliverability. Thus, such formulations like: We are the top-notch software to increase your sales..” will land your email directly in the spam box. To prevent this, always assess your spam-proof quality. AI-powered tools can significantly help optimize this process and ensure high deliverability.
  2. Don’t stuff your email with links. Startups tend to add many links to showcase their new product, but such copies are likely to appear in spam boxes. Moreover, when you pitch your software or service, comply with a concise structure, logical connection of the intro, value prop, and outro without excessive references and numbers. 
  3. Make your value propositions relevant to your prospect. Since the SaaS market is saturated with various solutions with the same or similar features, you need to showcase your strengths via case studies in which your prospects will find relevant value.
  4. Transform your case study and provide it briefly in the email snippet. Even if you have several success stories, do not overwhelm your recipient. Don’t attach your case studies via links! What about breaking your outcomes from these cases and organically pouring them into the email sequence of 3-5 waves? It will be readable, straight to the point, and succinct. For example, “With our solution, {Company} managed to enhance its profitability by 20% and also cut operational expenses and ensure time-efficiency by…”

Modify the tone of voice in your email. The tone of voice depends on the industry, company, and title you target. Also, your own positioning impacts your manner of speech.


So How to Start Your Cold SaaS Email Outreach?


First of all, conduct in-depth research on your prospects’ industries and companies. Define the value that will be relevant to your target audience. Try out different variations of value propositions by demonstrating your case studies (but without adding links to them). Identify decision-makers who will find interest in your request. If you need help in the creation of email templates for your SaaS product, let us know - our industry writers will do holistic research and deliver your email sequence in a week. 


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3 Wordstir tips on how to get more SaaS customers via cold email templates

4 SaaS email templates that you can use right now (customized sequence)

How to write effective SaaS email templates to increase deliverability?

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