SaaS and software companies · Email marketing

Keep outbound off the domain that sends your invoices.

Email for a software company is two separate systems: the outbound that goes to strangers, and the lifecycle mail that goes to people already inside the product. GullySales separates the sending, writes the onboarding and trial sequences, and keeps the list clean enough to arrive.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What email marketing means

Email marketing is sending planned messages to a list of past and prospective customers who have agreed to hear from you. It suits offers, updates and staying in touch with someone who is not ready to buy yet. GullySales writes and schedules these emails and tracks who opens, clicks and enquires.

Also for SaaS and software companies

Sales and marketing for SaaS and software companies, the overview.

Last updated 5 Oct 2026.

For SaaS and software companies

Where it usually goes wrong, and what we would do.

“One careless year makes the main domain unusable”
Volume against a bought list follows you into your customers' inboxes, and password resets start landing in spam months afterwards.
“Nobody owns the onboarding sequence”
The product sends more email than marketing does, an engineer wrote it in a hurry before launch, and nobody has read it since.
“A newsletter to dead trials is not lifecycle”
Signups who never reached the first useful action do not want a product update. They want the step where they gave up.

What we do

What we deliver for SaaS and software companies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

Separate sending domains for outbound
Dedicated domains, warmed inboxes, authentication records checked, and a volume cap per inbox that nobody is allowed to breach in a slow quarter.
Result: Your billing mail keeps reaching customers.
An onboarding sequence keyed to the activation step
Mail triggered by what an account did or failed to do inside the product, rather than by how many days have passed since signup.
Result: New accounts reach the point where the product makes sense.
Trial expiry and win-back written properly
A sequence for the days before a trial ends and another for accounts that lapsed, each written around what they actually used.
Result: Trials you paid for get a second chance.
A note live accounts open
A short product and usage note written to be useful rather than to fill a send, with the expansion ask placed in the right month.
Result: Existing accounts hear from you without being sold to.
List hygiene and consent handled
Bounces removed, dormant addresses suppressed, unsubscribes honoured across every system, and the consent record kept where your counsel can read it.
Result: Your sender reputation stops slipping.
Deliverability and replies in the report
Inbox placement per domain, reply rate, meetings from email and lifecycle conversion, read against the baseline recorded before work began.
Result: A dying domain is visible before it is dead.

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How the result is measured

Open rate
Click rate
Enquiries from email

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full email marketing page

What must be in place first

What a SaaS company needs in place before it sends outbound or lifecycle email.

A separate sending domain for outbound: Never send cold mail from your main company domain. Register a close variant, authenticate it with SPF, DKIM and DMARC, and keep product and billing mail on the primary domain.
Lawful grounds recorded per list: Note whether each contact is a trial user, a customer, an event lead or a cold prospect. Each needs different grounds. Treat a bought export as cold, and check the rules of the country you mail.
Product events wired into the mailing tool: Onboarding mail needs to know whether the user finished the key step. Connect signup, activation and usage events to the tool before writing a single sequence.
A suppression list shared across systems: One list of unsubscribed, bounced and complained addresses, shared between your outbound tool, your lifecycle tool and your CRM. A person who opted out must stay out everywhere.
A reply path owned by a person: Replies to cold mail must go to a monitored inbox with a named owner. An unattended reply box wastes the best signal you get.
A warm-up and a send limit you set: Start a new domain with low volume and raise it only as replies and bounces stay healthy. Write your own limits down and check them against what the mailbox provider says.

Who it is for

This is written for these SaaS and software companies.

Seed and Series A B2B SaaS still selling founder-led
Bootstrapped vertical SaaS with a small team
Product-led companies adding a sales motion
Developer tools moving upmarket into team plans
Healthcare, fintech and other compliance-heavy software
Agencies and services firms productising a platform
Marketplaces with a supply side to recruit
Companies with a full AE bench and no pipeline to feed it
Software companies entering the US from another market

Not for

It is not the right fit if.

You have one sending domain, and it also sends invoices and password resets, which cold outbound would put at risk
You hold no record of consent for the people on your list, and cannot tell which are prospects and which are customers

How it works

How the email marketing work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

1
Understand your list
We review who is on the list, how they got there, what they agreed to, and how long since they last heard from you.
2
Audit past sends
We read past campaign reports, your sending domain settings and any spam complaints to see what has and has not worked.
3
Segment and plan
The list is split into groups and a sending calendar is agreed, with a rule for unsubscribes and quiet addresses.
4
Write and set up
Emails are written, checked and scheduled in your email tool. Welcome and nurture emails are set to send on a trigger where that fits.
5
Measure and adjust
We read clicks, replies, enquiries and complaints by segment, and change subject lines, timing and content to match.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need

Can we email prospects in Europe?

That turns on rules your own counsel reads, not on a blanket answer from a marketing firm. What we control is volume, targeting and a working unsubscribe, which is what gets a domain blocked in practice. The consent record is kept in a form your lawyer can review.

How many outbound emails a day per inbox?

Fewer than the tools will let you send. We agree a cap before starting and hold it even in a slow quarter, because recovering a domain takes months. Volume trades a year of deliverability for one week of activity.

Should trial and onboarding mails come from the same domain as cold outbound?

No. Keep lifecycle mail on your main domain and cold outbound on a separate one. A spam complaint on cold mail can pull down the domain your customers need to receive invoices and password resets from. Separate them before the first send.

When does a trial user count as someone we can email about the product?

A person who signed up for a trial can be mailed about that trial: setup help, expiry and what to do next. Sales offers beyond that need clearer permission or a plain opt-out. Record the signup terms and keep one unsubscribe for marketing.

How much does it cost?

There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.

How long is the contract?

The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.

How soon will we see results?

It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.

Who will actually do the work?

The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.

What do you need from us?

Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

What if we are not happy with the work?

Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

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