Design

Today, we're getting a little meta: we're looking at how email companies design theiremails. After all, email service providers and email marketing companies want you to use their platforms to design and send your emails. With hundreds of email marketing companies out there, each one has to work hard to stand out.Even though agreat product is the most important thing, how well a brand communicates is also key. So how do email designs from top email brands stack up? Let's take a look at nine examples from across the industry, from ActiveCampaign to Moveable Ink, along with our own BEE newsletter!

MailChimp

The product announcement email: simple, celebratory, and descriptive

This pretty pink email from MailChimp doesn't need flashing lights or moving parts to get the job done. A few smart design choices are all it takes. The hero image is perfectly MailChimp—fun and playful—and the text that accompanies it is simple and clear. A healthy line height makes the plain text easy to read, and the bold blue links pop against the HTML color background. The tone is friendly and approachable—a good choice when introducing a new feature. And for readers who choose to skim? The headline and hero image both state the main message, so you can skip the details if you don't have the time. There's nothing foggy about this email.

GetResponse

The webinar invitation email: boxed, headline-focused layout with a CTA that pops

This webinar invitation—clearly labeled in the subject line: "[Webinar] A/B test your way to email success"—gets right to the point. All the important details are included, like the time and date, the reason you should join, and how to register. We like that the header is the title of the webinar, and we dig the huge font size (and color) GetResponse chose. You can't miss it. Same goes for the CTA button. It passes the squint test and employs the "isolation effect." Since the email is all text, using a subtle border color to create a boxed effect helps make it easy to read.

MailCharts

The new feature email: an animation that shows more than tells

When it comes to giving your audience an update about a new feature or product, it usually helps to show more than tell. That's exactly what MailCharts does with this animated GIF. It's better than a screenshot because it shows exactly how easy it is to open a drop-down menu and click. The movement is eye-catching, too. Otherwise, your eye might not immediately know where to focus on the screenshot—what am I looking at?—which isn't visually interesting on its own.

Emma

The new-blog-content newsletter: a simple header that starts with a hook

We've talked about responsivephoto collages in email that incorporate text. Here, Emma creates a mini version of that. Instead of a single hero image, the hero "image" is actually comprised of aside-by-side image (left) and text (right). The HTML background color behind the live text makes it blend with the image, which means it will always render. (Another alternative would be to use live text atop an image). Using a question as a header (and CTA as a lead-in to the answer) is a great way to engage readers, too.

Litmus

The informational email: modular, color-coded, and informative

Litmus wanted to know what was holding readers back from using its service. So they asked. From the results, they excavated three misperceptions people had about its brand. This unique email addresses those myths, and the result is a clever brand introduction email. The long, smart design decisions also help make the email easy to read. For one, the question in the hero image is attention-getting, just like in Emma's email. And to format the text-heavy message, Litmus does a few other smart things: 1) each module has the same layout and style of header and body text, and 2) each module has a bright red "myth" label that pops against the gray color scheme. Then, the matching red CTA button at the end seals the deal. Et voilà.

Campaign Monitor

The activation email: a case-study that catches the eye

This is an activation / re-engagement email for readers who haven't begun using Campaign Monitor yet. And, put simply, the GIF is eye-catching. It renders beautifully in our inbox, and even though we don't know exactly what we're looking at, we're intrigued enough to click to see the video. Using an animation as a video preview is often more compelling than using a static image because it gives readers a teaser of the content to come. We also like that this isn't a standard "Who we are" or "What we do" type of message. Instead of telling readers why its service is great, Campaign Monitor is showing through a case study.

ActiveCampaign

The welcome email: straightforward and clear

This no-fuss email from ActiveCampaign has a simple goal: for the new subscriber to log in and use the service. To that end, its message is pretty clear, and it's easy to spot where the log-in link is in the email. It's also easy to spot the CTA, though the messaging isn't very compelling. The "getting started" section at the bottom is visually appealing but seems like an afterthought. It's a tough call to make: either put the value proposition above the CTA at the top, hoping to make that information compelling enough for readers click the button; or prioritize the CTA button itself, bumping it up and making the value proposition secondary content. A good way to find out what works better is, as always, conducting an A/B test.

LiveIntent

The fresh content email: a video-preview GIF and click-worthy CTA

LiveIntent creates a lot of content and does a great job distributing it through email. We've featured their emails before. Because their blog content often includes videos, their emails also include video teaser content in the form of an animated GIF. We're fans. Plus, we love how they customize their CTA button text every time. No "click here" or "read more" in sight.

Moveable Ink

The invitation email: a personal note with a photo signoff

Movable Ink sends more visually interesting emails than this one, but let's see how the brand styles its more personal letter-like messages. A template like this is one that we recommend every brand have on hand because sometimes, you want to send an email that feels more like a personalnote from a friend. Moveable Ink's "To" line is actually personalized with a dynamic field. But because I haven't provided my name, the field is auto-populated with the default "there," to read "Hi there." Likewise, the sign-off is personalized with Katrina's name and picture. The whole email feels like a personalized invitation, and this style might help drive attendance.

Bonus: Our own BEE newsletter

Get design tips, tricks, and product updates delivered straight to your inbox

We want you to get the most out of our email editor, and that's exactly the goal of our newsletter. We often include animated GIFs, bold easy-to-read updates, and quick takeaways in a modular design that's mobile-friendly.To get insider email design tips delivered to your inbox each week—and decide how the BEE newsletter design stacks up against the rest—look for the Subscribe Now box at the top of this post!

Welcome emails have a soft spot in our hearts. Readers open them more than almost any other email—with average open rates reported at 50% or higher—and they're a brand's very first introduction to readers. You may remember we've talked about welcome email design before, but since then, we've received hundreds more welcome emails from all kinds of brands.Today, we've picked some of our favorite welcome emails to show you. Each one is well-designed, reinforcing the respective brand's value proposition and giving readers a warm welcome (and reason to click). We hope you enjoy ogling these messages as much as we did. Read on and get inspired to experiment with your own welcome emails!

Welcome email #1: Allbirds

Subject: Welcome to the flock

This Allbirds email stands out for its streamlined elegance. The hero image flows seamlessly into a short letter portion of the message, which continues to flow seamlessly into a carefully curated photo collage. The text is large with ample spacing, and the illustrated hand and shoe photos at the edges give the email a playful, fresh vibe. Notably, there aren't layers of text: no header and subheader here; no navigation menu, either. Removing any bold summary statement for the body text leaves readers to read, well, just the body text.Design to love:

• Beautiful custom photography with text overlay
• Simplicity: only one CTA, no extra headers, no nav menu, no content dividers or wasted space
• Playful infusion of artwork around body text
• That millennial pink is irresistible

Welcome email #2: Studio DIY

Subject: Hey Girl, Heyyyyy!

We love that this welcome email shows you exactly what to expect from Studio DIY. One email is all it takes, and we immediately know: the brand voice and tone (fun, playful, youthful), what to expect from the newsletter (freebies, crafty content), and how grateful Studio DIY is for the sign-up.Design to love:

• Creative, on-brand calls to action
• Customized pink links
• Playful illustrated callouts in section headers
• A personal signoff

Welcome email #3: ZocDoc

Subject: Welcome to ZocDoc!

The Zocdocapp helps you find doctors nearby. We like that this email doesn't have any frills but still looks great. The full-bleed CTA button is easy to tap on mobile, and the boxed effect(using HTML gray as a background color around the white body of the message) really works for an all-text message like this one. And, the text is kept to a minimum, which makes the email short and effective.Design to love:

• Limited-width "boxed" effect draws eyes toward text
• CTA button passes the squint test and is designed for mobile
• No space is wasted

Welcome email #4: Rover

Subject: Welcome to Rover!

When you sign up for Rover's mailing list, the brand's value proposition is the first thing you'll read in the welcome email. Reminding readers about your brand and the problem you're solving for them is exactly the point of welcome emails. And with this Rover email, you can't miss it. The cute puppy picture doesn't hurt, either. What's also great about this email? It uses a personalized first name greeting. If you collect name data during signup, putting it to use immediately in the welcome email is a smart idea.Design to love:

• The value proposition is the first thing readers see
• Personalized greeting cuts through the noise
• Sign-off from "The Rover Team" reinforces the personal feel

Welcome email #5: Caviar

Subject: Welcome to Caviar!

With its vibrant color scheme, this welcome email from Caviar (the food delivery app) is hard to miss. Using a bold color as the background means text and illustration benefits from being streamlined. As a result, all-white text and icons pop with contrast, without clashing with the orange. Even the photos are well chosen. The hero image has orange tones within it, but the mostly white bowl makes the details of the food easy to discern. Brava, Caviar. We're hungry!Design to love:

• A bold HTML background color with contrasting live text
• Ample spacing between lines of text, images, and modules
• Hi-res images coupled with a pared-down color scheme

Welcome email #6: Travel & Leisure

Subject: Welcome to T+L!

At over 800 pixels wide, this welcome email from Travel + Leisure is wider than most. And we can see why. These stunning landscape images deserve the screen. Leading with photography makes sense for a brand like T+L, which operates in an industry that must show readers where to travel next. You can't just describe a white sand beach; your readers have got to see it. While the email is far from customized—suggested cities like NYC, Paris, San Francisco, and London are pretty generic—its simplicity is effective.Design to love:

• Wide, gorgeous photos with text overlay (Do you know how to add live text over photos?)
• Large, easy-to-read live text
• Confirmation of what the reader signed up for, and the brand's gratitude

Welcome email #7: My Little Paris

Subject: Welcome to the Frenchest year of your life

My Little Paris is a newsletter about all things French. There's nothing fancy about this welcome email. Compared to others, there's more text. But, it's also sweet and short, and it's representative of what readers can expect in future newsletters.Design to love:

• A single CTA makes the email simple to click
• The hero illustration is whimsical, chic, and humorous—all very on-brand
• Plain text makes this welcome-friendly for spam filters

Welcome email #8: Snapchat

Subject: Welcome to Snapchat!

Snapchat is so ubiquitous now that the brand does little to explain itself or its mission. Still, this welcome email says a lot about the brand. And, it focuses readers on the first and most important step by cutting right to the chase. The brand shows an email can be basic while still retaining a sense of fun.Design to love:

• Bands of HTML yellow along the top and bottom brighten and brand the email
• The live text is large, easy to read, and direct
• You can't miss that CTA button!

Welcome email #9: Belletrist

Subject: A note from Emma + Karah

This welcome from Belletrist, the book-centric newsletter, is different from the others we've included but still worth noting. We love that the email confirms the brand's value proposition right away, in list format. And in lieu of photography or imagery, the HTML blue goes a long way in making this email stand out. The whole email also feels like it came from an actual person—or two people, actually—instead of from a robot or faceless brand. Sometimes, going the personal route makes more sense for a brand, especially one that's smaller and community-oriented. While this message was visually plain, we like what it achieved.Design to love:

• That fixed-width approach works great with bright, bold blue
• The easy option to unsubscribe presents the brand as honest and transparent
• The email is personal, playful, and sweet

Welcome email #10: Brooklinen

Subject: You're in!

We couldn't wrap up this list of welcome emails without a cute pet GIF. Here you are:

But seriously, this email from Brooklinen does a lot to show readers what the brand is all about: simplicity and quality, with a dose of humor. The email also shows you don't always need to invest in custom art to create a highly effective email.Design to love:

• Irresistible crowdsourced GIF for the win
• Straightforward messaging that's easy to read and act on

Feeling inspired with welcome emails?

We hope so! Design your own welcome email with a free trial of BEE Pro.No HTML knowledge is required, plus your email will be mobile responsive. Happy designing!

Apple unveiled its latest iPhone this week amidst the usual fanfare. In honor of the brand's 10th anniversary, part of the big reveal was the ultra high-end iPhone X—what Apple is calling the first device that's "entirely screen." As a result, the media and Twitterverse are doing their usual thing: criticizing, predicting, analyzing. But we're just as excited by the device's follow-up reveal in an email. Hey, we're #emailgeeks—we own it! Want to see how the big Apple announces a new product? Let's have a look.

Apple's iPhone X announcement email

Subject: Big announcements from our September event.

Our TakeawaysThe announcement email uses a modular, single column design. The text is kept to a minimum, andHTML background colors fuse seamlessly with product images. The header is also simple and clean—no clutter or nav menus here.Notably, there are no CTA buttons. Instead, the calls to action are not compelling, just the usual "Learn more" text, with links in boring blue. There are also no GIFs or video previews (though there is a healthy dose of millennial pink).Is the simplistic, clean design on-brand with Apple? Definitely. Could this email use some improvements though? We think so! Some updates that would go a long way: well-formatted plain text over images or HTML background colors, along with bulletproof CTA buttons.How would you grade the Apple iPhone X announcement email? Let us know in the comments section!

Last year, for the first time ever, consumers did most of their shopping online vs. shopping in brick-and-mortar stores. In an annual survey by comScore and UPS, shoppers reported making 51% of their purchases online.Even big purchases like furniture are more easily made via the web these days. With direct-to-consumer cost benefits and swatch samples and showrooms, modern furniture and home decor brands make online shopping appealing. And, in this new era of e-commerce, brands do a particularly good job of presenting themselves as smart, savvy, modern retailers. This is reflected in their modern furniture email design, so let's take a look at how four modern furniture brands are polishing their email designs.

Interior Define amps up white space, pares down text, and uses modern photography and illustration

Interior Define's aesthetic is immediately striking. Its furniture is branded as well-crafted, custom, and fairly priced, and its visual brand shows that. Even with the pared-down, modern look, the brand still feels friendly and fresh. Most emails employ a combination of beautiful, bright photography with custom typography and a bit of illustration. Here's one that plays off of the "but first" meme in reference to its fabric samples.

There's hardly any text, and the content that is included is large and easy to scan. Plus, the text is always paired with visual content, too, like the icons in the second module. In-between all that, white space abounds. Another email, below, has a similar look.

As you can see, the welcome emailintroduces the brand's value proposition in just a few words, and the diagram in the second module pairs illustration with photography to communicate visually how the customization process works. In one quick scan, it's easy to understand what Interior Define is all about, and the CTA button uses active, unique language to entice readers to click.Bottom line: Each part of Interior Define's emails is strategic, working together to present the brand as smart and chic.

Joybird incorporates in-email explainer GIFs for quick communication

Like Interior Define, Joybird offers customizable, quality furniture and goods for the home. It's another modern, online-only brand that seems to shout "artisanal retail." Its visual brand is colorful, approachable, and features plenty of millennial pink couches. Also like Interior Define, Joybird's emails pare down text and amp up visual communication for longer emails that include more photography as well as GIFs. Here's a look at their swatch email:

The s-curve pattern modules are a delight to the eye. And to seal the deal, Joybird shows just what you'll get if you choose to get free swatches.While this is a video preview, the GIF's frames already do a lot to reveal the contents of the package:

In another email, Joybird introduces its blog, called Canvas, with more beautiful photography, as well as another video-preview GIF:

A "get to know us" video is also a great way to build brand loyalty and trust. And, instead of just sticking a stagnant image in the email, the GIF below helps catch readers' eyes.

Bottom line: Joybird amps up the friendly factor with clickable GIFs that invite readers into their brand.

CB2's modular listicles promote product pairings

Unlike the above brands, CB2 doesn't operate solely online. It's got brick and mortar stores, but it markets to a similar crowd as the new e-commerce brands. Keeping up with its e-retail competitors means pushing the design envelope as much as possible. While brands like CB2, West Elm, and Pottery Barn often send more traditional, content-cluttered, image-only emails, CB2 seemed to be creating the most visually interesting emails. Notably, a few recent messages employed a listicle approach, guiding readers through step-by-step decor guides.

The email would benefit from live text (to stay out of spam filters and improve mobile viewing), but the interesting crops and layered colors work well. Still, the font used in the body text doesn't add much brand value. Why not use a simple Helvetica or Arial layered atop background images? This could be the next step in CB2's design game.Here's another example of a recent list-in-email message:

Again, the shapes, colors, and photos used in the list makeit easy to read and appealing to the eye.Bottom line: Everyone loves a good list, but live text is a must-have for any well-designed email.

Parachute packs in user-generated content

Parachute is a bedding and home decor retailer offering goods "expertly crafted by the world's finest artisans." It has a few stores on the West Coast, but like other modern brands, it positions itself as a better option than traditional chain stores, and it's primarily an e-retailer. The visual brand feels light and airy—like a good set of sheets—with emails featuring less text and more photography, like other contemporary e-retailers. The brand also does a great job of incorporating user-generated content into its email marketing strategy. In this recent email, a real customer review from "Sarah S." is prominently featured in the first module, and best-sellers and beautiful product images are also highlighted against mostly-white backgrounds.

Another email, though, takes user-generated content to another level. For National Dog Day, Parachute curated Instagram photos of real customers' pets enjoying their products.

The result is a smile-worthy (and click-worthy) content roundup.Bottom line: Curated user-generated content is a great way to showcase products. Readers get to see the items "in the wild," and you don't have to start at the drawing board of content creation. (Ask permission to share first, though!)

Wrap-up: How modern furniture email design stays fresh

Email is your direct line to consumers. This is why it's such a critical space to present yourself as a brand. And, since most modern furniture and home decor companies don't have brick and mortar stores, it's all the more important for their online presence to make a statement. Take their techniques and make them your own by trying BEE Pro for free. You can create modular designs that will look great and be responsive on mobile, and our text-over-background-image feature will put you ahead of the crowd. If you haven't signed up yet, try it now!

We've crossed the Labor Day weekend threshold. Now, the biggest spending season of the year is in our sights. But before the holidays are upon us, let's take this chance to get imaginative with our email design strategies for the months ahead. In fact, there's a lot we can learn from the Labor Day weekend emails we just received. We picked out some of our favorite designs, so use these ideas for inspiration in your upcoming email campaigns.

Brooklinen sent a made-us-smile, took-two-seconds-to-read email

Ban.dō used color-blocking and pretty type to create cheer

Shu Uemura showcased a stunning hero image with text overlay (using live text over the image would be even better!)

Estēe Lauder's equation: illustration + product display = a GIF that catches the eye

Papyrus got colorful and playful—within its font

Lord & Taylor caught the eyes with a hint of animation against a color-blocked design

Studio DIY's custom photography was perfectly pretty and on-brand

MealPal built a spot illustration collage that looked different from the rest

7 for All Mankind extended its deals with a countdown timer

Get ready for fall with a free BEE Pro trial! Use our templates, free stock photo library, and cutting-edge design tools to get ahead of the curve for fall. Happy designing!

"Show, don't tell." We're all familiar with this phrase. In email, it's especially important to keep things simple. We have limited space and even less time to show readers as much as possible before we lose their interest. So when brands introduce a new product or want to demonstrate how something works in email, how do theyshow it? With a mini product demo! Let's check out the different ways that brands get creative when tackling email product demos in email. Take a look.

Glossier: A video-like GIF shows how to apply the product

Leesa: A photo-driven infographic reveals what makes the mattress work

Flight 001: A two-frame GIF highlights a special product feature

NY Road Runners: A photo from different angles illustrates each feature

Food 52: A playful GIF helps readers imagine themselves using the product

The Grommet: A video preview shows the product in action (and how to click for more)

Have you seen other brands with stand-out product demos in email? Share in the comments section!

Finding ready-made responsive email templates can help you put together a campaign fast. They're also a great remedy for when you need fresh inspiration or you're working with limited design resources. In fact, having a library of email templates to choose from is one of the top considerations email gurus make when choosing or recommending an ESP. It's clear email templates are vital time-savers for email marketers and designers.But what's the best way to choose a template and get the most out of it? Today, we'll show you how.

Step 1: Prep your content ahead of time

Finalizing your copy and design assets before you begin building an email means you'll be more efficient in the design phase. You should have a good sense of an email's:

• Call-to-action. Why are you sending the email? What should readers be compelled to do?
• Header, sub-header, and body copy. What are your key messaging points?
• Design assets. Do you have custom photography, animations, or illustrations ready? Will there be dynamic content, like personalizations or a countdown timer? Do you need to source and customize stock images? How many images will your email include?

In short, you need to know what kind of email you're sending. Is it promotional, transactional, or personal? Is it a newsletter, an announcement, or a privacy policy update? Being clear about your email's purpose will make it easier to choose the right template.Once you choose a template, you'll probably make some adjustments to your email's content. Still, having a good understanding of an email's components before you begin designing is important. This means you can choose the template that best fits the purpose of your email and the content it needs to contain.

Step 2: Create a quick mood board or a list of design considerations

Now that you know the purpose and content of your email, envision how the email should look holistically. Consider the following:

• What is the hero image? Is there a piece of content that absolutely must be above the fold?
• How should the text be placed in relation to visual content—will some of it be over an image, below it, or alongside it?
• What kind of layout might best communicate the message?
• How would you define the style or feeling of the email? Perhaps it's clean and minimal, friendly and playful, or professional and informative?

If you're passing the design process off to a design team at this point, it's helpful to create a design brief that details this information. Including a mood board or relevant inspirational emails can be especially useful. (Sometimes communicating visually is just more direct and clear for everyone). But even if you're building the email yourself, having an idea of how the email should "feel" before you begin designing is a smart step that will save you time. Think about how you want your audience to feel, and then use that to assemble ideas for colors, fonts, and visuals. You can create a Pinterest board, a simple sketch, or even a list of adjectives.

Step 3: Choose your template!

It's time to design your email! After putting in a little work and planning from Steps #1 and #2, selecting an email template will be a breeze—and fun!Wherever you browse for templates, keep in mind that the one you choose should be mobile responsive. Easy drag-and-drop functionality and the ability to customize a template to meet your needsare also important capabilities to keep in mind.

Find 10+ new responsive email templates in BEE Pro

We recently published a slew of responsive, dynamic templates that are designed to look beautiful and resonate with your audience. All templates can be fully edited, downloaded, and used anywhere.Log-in to your BEE Pro account or sign-up to a BEE Pro free trial to check out the new templates from our catalog:

An easy way to choose your template is filtering by tag. Use what you know about your email's purpose (from Step #1) and aesthetic (from Step #2) to filter template types. Or, simply scroll through the template library and browse at your own pace!In addition, when you design an email in the BEE editor, your message will always be 100% responsive; you'll get access to a huge library of free stock photos from Pexels, Unsplash, and Pixabay; and you'll be able to execute the latest email design techniques, like arranging live text over images and personalizing your messagesvia NiftyImages.

4 New dynamic templates with countdown timers and personalized images

A few of our latest templates include built-in dynamic countdown timersthat are ready to be customized, like this Summer Sale Countdown template:

...and this Countdown to Elegance template:

There are also birthday email templates ready to be customized with names:

and...

Other templates also include promotional, e-commerce, and newsletter emails.Each template has been designed with elegance and efficiency in mind so that you can get the most out of each one.

and...

4. Customize your template

After you choose a template, it's time to customize it! With BEE, it's easy. Sections can be duplicated, rearranged, and updated to suit your needs. Here are a few tips:

1. Choose and edit images. Use our huge library of free stock photos to add some oomph to your message. Or easily import your own via the built-in file manager. You can add filters, crop, etc.
2. Add copy. Format the size, color, and line height of your text. Text can also be added on top of images or over HTML background colors.
3. Choose HTML background colors. HTML background colors can give your email a "boxed" look or add a pop of color to modules. Have fun with them!
4. Create the perfect CTA button. BEE's buttons are fully customizable and always bulletproof. Change the color, height, width, font style, and more until you're happy with it!
5. Adjust padding and spacing. Make sure your email has room to breathe. Adjust the padding around an image or the spacing between modules, until the message is balanced.
6. Preview. Check that your message looks great on mobile with BEE's built-in preview function. Make adjustments as needed, then finish and download!

How to find the newest email templates in BEE Pro

Did you like our newest responsive email templates? Find them in your BEE Pro account or sign-up for aBEE Pro free trial, if you haven't already. Check them out, customize them, and let us know how it goes!

We're still buzzing with excitement about the solar eclipse, and so is our inbox! As you might guess, brands took the opportunity to promote more than just eclipse glasses. Our inbox was full of special promotions and eclipse-themed content. Quite a few really impressed us! Check out our roundup of our favorite eclipse email designs. If you weren't already inspired by the celestial bodies above, maybe you'll take something away from the designs that eclipsed the rest.

Sprint: A deal (and GIF) to eclipse all others

Coyuchi: Beautiful illustration linked to special blog content

La Colombe: An "Eclipse Day" celebration that lasts all week

Casper: A list-building giveaway for a once-in-a-lifetime eclipse party

Pottery Barn: 21% off on August 21

AIGA: A roundup of designers' eclipse-themed art

Sleep Sherpa: Simple and punny

Land of Nod: An eclipse checklist for space lovers

This month's eclipse email designs show you don't need to wait for an official "holiday" to build a creative email campaign. Most of these email designs aren't complicated, either. A little foresight, clever copy, and a strong image can be enough to harness the attention of your audience on any day. (And in case you're wondering: America's next solar eclipse will be in 2024!)

Originally published on August 14, 2017. Last updated August 19, 2021.

Going back to school ranks as the second busiest time of year for retailers behind the hectic holiday season. Focusing on a clear email marketing design strategy is crucial for businesses to stand out amidst the sales and leverage the back to school excitement.The National Retail Federation is expecting a record-breaking $37.1 billion in shopping profits this year, with consumers purchasing everything from notebooks to technology. Promoting your business through email is the best method to gain a share of these profits since about 90% of Americans are email users. There are endless opportunities to reel in your target audience through email.Explore these email design best practices to stand out in the inbox during the back to school season.

1. Kate Spade’s elegant going back to school product display email

Part of what makes Kate Spade’s email feel so elegant is that it sticks to a color scheme: millennial pink, gold tones and hints of green. The email pitches back to school products, and it also harnesses the school spirit with an a-b-c product display in the second module. Because the quiz theme is so easily recognized, it doesn’t even require set-up text. The final result is a spirited, minimalistic email that’s easy and entertaining to read.

2. Tarte’s beauty product “pop quiz” email design

It’s not just Kate Spade putting readers to the “test.” Tarte sent a pop quiz email that’s a little more obvious but just as sweet. The video snapshots links to product-promoting videos, while the second module offers quick links to individual products, if you’re ready to move quickly to your shopping cart.The whole message is set against a bulletin board background with a wide-ruled paper that appears to be torn from a notebook. Even though its products aren’t school-related, Tarte creates a message that instantly evokes a classroom feel while maintaining its colorful and bold brand style.

3. Blue Mercury lists their top products for their back to school email

Going back to school means it’s time for supply checklists, but spiral notebooks and No. 2 pencils aren’t on Blue Mercury’s list. Instead, the brand displays their products alongside playful back to school marketing copy. “A+ exfoliation” for a facial peel, “extra credit hydration” for moisturizer and other creative tie-ins. The design is simple and clever with the lined notebook paper motif and colorfully illustrated checkboxes. This proves that no matter your product, there’s always a way to show back to school spirit with a few smart design choices.

4. Cook Smarts packs an animated back to school lunch design

The meal plan subscription service Cook Smarts sent a back to school email with the perfect animated GIF:

In addition to their back to school sale, they also included a flattering testimonial from a parent. This is compelling to subscribers because it provides proof that people love their services. Parents will trust a brand that’s backed by other parents. These great design features will push readers to click, especially parents planning for the school year ahead.

5. DC is going back to school with a sleek z-pattern product display

Skate and snowboard brand DC maintains a clean and sleek email with a simple black and white email. This back to school email has streamlined simplicity, which is why it caught our eye. Using high-quality images and minimal text, their product display takes on an z-pattern that’s easy to scan. The z-pattern means the images alternate sides from module to module, creating a zig-zag effect. Not many brands pull off this effect so elegantly. This email uses ample white space and minimal text to maintain their polished style.

6. Grammarly runs a fun-fact themed back to school marketing campaign

Grammarly is a tool that spot checks grammar to help people improve their writing. This brand didn't take a straightforward marketing approach like: “Get Grammarly, and write better this school year.” Instead, Grammarly launched an email drip campaign that sends fun facts about school. They use a content-enriching approach by sending more emails with valuable content rather than creating salesy back to school marketing campaigns. The content they provide is valuable because teachers, parents and students can apply these fun facts to their work. This meaningful content helps build brand loyalty with users.

7. Poppin animates their back to school marketing ideas with pops of color

Office supply company, Poppin, created a series of brightly-colored GIFs as part of their back to school email designs. Emails with GIFs are best optimized when coupled with plain text. Layer plain or live text on top of an image or GIF to avoid a cluttered appearance. This balance of image and text will optimize the email for mobile devicesand all inboxes. Poppin sets their GIFs up in this way to attract their subscribers without causing overwhelm, which is helpful during such a busy shopping season.

8. La Colombe’s back to school caffeine fix is framed in a boxed layout

Even coffee can be an important ingredient on the back to school shopping list. La Colombe created a beautiful photographic email with a grey background color. The grey color gives their central message a “boxed” effect. This limited-width tactic is a popular design best practice to help frame your content for a clearer, more intriguing reading experience.

9. Ban.do is going back to school with millennial pink

Online store, Ban.do, used a gorgeous color palette for their back to school email. The trendy millennial pink is a great way to appeal to a range of subscribers. The collage, layered appearance with different colors, textures, and design elements draw the reader’s eye to each headline and CTA. The email is bright and fun, which differentiates the brand from other emails in the inbox. An image-heavy email like this is a perfect example of one that would benefit from live text layering over background images.

Design with BEE Pro 

You don’t have to sell school supplies to showcase your back to school spirit. Putting thought into your designs will help you stand out and take advantage of the season’s shopping rush.Design your going back to school campaign in BEE Pro, the best mobile-responsive drag and drop editor. Start out by choosing a design from our template catalog to create and send out fresh emails even faster.

Last week, email geeks came together for some serious knowledge sharing at #LitmusLive 2017 in Boston. Sessions at the two-day conference touched on data mining and manipulation, email workflow insights, the ins and outs of personalization, and a lot more. But if you missed it and have a case of FOMO, fear not. We rounded up the best email design tips from #LitmusLive and put 'em all in one place: right here. Read on to brush up on the tips, tricks, and trends in email design!

Tip #1: Learn from your inbox.

We love this tip, and we abide by it! We subscribe to pretty much all the emails. It's what makes the Email Design Workshop possible, and it's how we learn. Knowing what other brands are up to is a must-do for any email marketing team.But knowing what's out there and learning from it is different from copying. Take what you see and make it your own.

Tip #2: Don't be afraid to make mistakes (and apologize when you need to).

Pushing your email design boundaries means everything won't always go smoothly. That's okay!If you make a mistake, don't be too hard on yourself! Instead, know how to send a great apology email, and do it sincerely, humbly, and even with a sense of humor.

Tip #3: Optimize images for mobility.

As emails are increasingly read on mobile devices, it's critical that images are optimized for smaller screens—and for different data plans.When sizing images, considering device disparity is as important as network disparity.Need tips on how to optimize? Catch our easy tutorial on image optimization.

Tip #4: It's time to personalize!

There's no denying that readers appreciate personalized content. When it truly feels like a message was sent with you—and your preferences and behaviors in mind—it makes an impact.Without personalization, emails start to look and feel like this...Good personalization begins with good data. Product Manager Vicky Gesuggests starting with these 5 elements.For more, scope out 7 brands that get email personalization right and our tutorial on how to create personalized images in email.

Tip #5: Be clear; write less.

From #LitmusLive and beyond, by now we all know that emails are not websites.But getting clear takes reminding, and practice. So here is your reminder!The 3-second rule is a tough test. Do your emails pass?Simplifying will probably mean less text.But that's ok! Get people interested enough to click, then tell them more later.

Tip #6: Go boldly into that interactive world (and be sure to test!)

Designing email can be a lot of fun. One of the most exciting areas of experimentation is with interactivity.It's becoming more and more widely supported.So now's the time to dive in, if you haven't already. Just do your due diligence with planning, including having fallbacks and thoroughly testing.Want ideas and resources? Find them here.

Tip #7: About those CTAs...

Good emails have a single objective and call to action. It should always be clear to the reader what to do next (and why).That means designing effective CTA buttons that are alwaysbulletproof, clear, and compelling.

Tip #8: Is there such a thing as too much white space?

We always appreciate simple, clear emails that lack clutter. But that doesn't mean everything needs to be bare and white.Too much design simplicity can mean your email gets lost. One way to stand out? Background imagery!Pro tip: make sure the text you use with background images is live. We show you how in our tutorial: How to Add Background Images in Email.

Tip #9: Be thoughtful with photography.

It bears repeating that gorgeous photography is one of the best ways to differentiate your brand and emails.Of course, custom photos aren't always available. In that case, be conscientious about how you choose stock photos. Consider your brand and, importantly, your audience. Great tip from email designer Logan Sandrock:

Tip #10: Test!

Take your inspiration from these great #LitmusLive tips and run with it! But always remember, as you experiment and try new things with email, test and track your results. It will improve your knowledge and outcomes.

Remember: Email is a privilege

A final reminder from #LitmusLive? Always consider email a privilege. This is creative, exciting work we all get to do, but it's not something to be taken for granted.Without your audience, there would be no email to send. The wisest email geeks remember this every time they build a campaign.Want to use these design tips in an email campaign right away? Get going with BEE Pro. Sign up for a free trial here.*Photo from #LitmusLive published courtesy of Genna Matson, https://twitter.com/gemliza.

Millennial pink is everywhere lately. From berry-flavoredLaCroix to Nike's latestcollectionto Instagram everything, the pale blush color seems to be here to stay, and that means we're seeing an influx of millennial pink email in our inbox. It all started when Pantone called rose quartz the 2016 color of the year. Now, the color is ubiquitous. But that's not a bad thing. Millennial pink has staying power for a reason: it's fresh, friendly, and just plain pretty. Plus, there isn't just one "right" millennial pink to choose from. The colors range from peachy to deeper rose tones—here's an example color palette we put together with coolers.com:

We love seeing brands get creative with millennial pink email design. If you haven't given pale pink colors a try yet, here's some inspiration for you!

10 Millennial Pink Email Designs We Love

1. We can't think Glossier without thinking pink (it's their brand color), but we also love how they use millennial pink tones in this gorgeous photo collage product announcement email.

2. Sugar & Cloth's simple header, hero image background, and links all match. Perfection. 

3. Tie Bar knows how to work a trend to create content (catch that "millennium pink" shoutout in the pre-header text?)

4. Banana Republic's pink text overlay is an easy way to incorporate the color—and it works especially well over an image with a simple color scheme.

5. Rent the Runway has perfected using shades of pink and peach, but this email takes it to the next level.

6. Byrdie's peachy keen Christmas in July illustration is a doozie!

7. Pink paired with green is a stunning combination for Schuh's tennis-themed message.

8. Just last week we noticed Hello Giggles underwent a brand refresh. The new color? You guessed it.

9. Everlane's pairs pink shoes with a pink HTML background, and it's just enough. 

10. No illustrations, no photos, no problem. Ban.do makes going pink easy with text and background coloring. 

What's your take on millennial pink? Let us if you plan to join the pack!

In the blink of an eye, summer will soon come to a close, and the busiest shopping season of the year will be upon us! July and August are great months to start planning your holiday email marketing strategy, but you don't have to build out a Christmas campaign next week. A little bit goes a long way to get ahead of the curve by the fall. We put together 10 simple steps to help you get ready for the biggest quarter of the year—without the stress. Read on for tips on how to prep for your best holiday email marketing strategy yet.

#1. Identify the biggest shopping days of the holiday season

We don't have to tell you that there are a lot of holidays around the corner. Here's a snapshot:

• Oct. 31: Halloween
• Nov. 11: Veterans Day
• Nov. 23: Thanksgiving
• Nov. 24: Black Friday
• Nov. 25: Small Business Saturday
• Nov. 27: Cyber Monday
• Nov. 28: Giving Tuesday
• Dec. 11: Green Monday
• Dec. 12: Start of Hanukkah
• Dec. 15: Free Shipping Day
• Dec. 24: Christmas Eve
• Dec. 25: Christmas Day
• Dec. 31: New Year's Eve
• Jan. 1: New Year's Day

Obviously, your brand doesn't need to go all-out with special holiday email marketing for each one. Take the time now to do a little research. Here are a few things you might consider:

1. Collate what you know about your audience. Who makes up your audience, and what do you know about them? How was the response to last year's holiday email campaigns? What have you learned in the past year about your audience's preferences and behaviors? Use the data to determine which holiday email campaigns might carry more weight than others.
2. Check out which e-commerce holidays are the spendiest. Last year, for instance, Cyber Monday became the first ever $1 billion shopping day on mobile. So consider building a campaign around that.
3. Be true to your brand. Which holidays make the most sense for you to celebrate? You might fall more into the Small Business Saturday category than, say, Nike.

#2. Focus on list-building now, not later

What can you do to start growing your list now to prepare for a successful holiday email marketing campaign? Maybe it's taking a hard look at your content and considering how you can provide better, higher-value content your readers will click on immediately. It might be time to refresh your blog or newsletter and amp up your social media strategy. You can also create that gated asset you've been meaning to develop—like an e-book—to round up email addresses. Maybe it's digital marketing, an SEO refresh, or a new pop-up strategy—or a combination of some or all of these tactics. Growing your list now means all the work you put into beautiful holiday campaigns will be worth it.

#3. Personalize for more effective holiday email marketing

Emails are becoming increasingly personalized. Consider how many messages in your inbox include personalized content that’s tailored to you, whether it's seeing your first nameor special deals or events that match your interests. Spend the summer getting to know your audience (incentivize subscribers to fill out a form that gathers more information about them, like their full name or birthdate). Then, use that information to launch effective, personalized emails this holiday season. Thanks to great tools like NiftyImages, adding dynamic, personalized content to email campaigns is super easy. Check out our tutorialHow to Create A Personalized Image in Email to get started.

#4. Run a Christmas in July campaign (and measure its impact)

A Christmas-in-July campaign is a great way to boost sales in the summer and get ready for the holiday season ahead. The campaign can help you gauge how responsive your audience is to specific offers, products, or promotions. Here are a few examples we received just this past week:

#5. Improve your email design briefs

It takes a team to create a great email campaign. If your workload slows down in the summer, use the time to think about the ways in which you can improve your email design workflow. A wise place to start is with the email design brief. Better briefs lead to better emails. When you take the time to communicate well with your team, the whole email campaign process goes more smoothly and everyone's happier. Make sure your briefs are meeting your design team's needs by checking that they answer these 10 questions.

#6. Produce fresh creative

At the beginning of 2017, email marketers and gurus in the industry shared their email resolutions with us, and many of them hoped to increase interactivity in their campaigns. Topping the list were better-animated GIFs, cinemagraphs, geo-targeting, and more engaging photography. If you have an out-of-the-box, exciting idea that you've been sitting on all year, start bringing it to life now—and get the approvals you need early!

#7. Start planning high-value content (like gift guides)

Each holiday season, there are always a few email campaigns that stand out. There are also brands that seem to have fresh, innovative content coming at us almost daily. But, you don't need to have a 100-person marketing team to pull it off; you can begin vision-boarding the kinds of stories you'll want to tell at year's end. Fresh content will help you engage your audience in your holiday email marketing throughout the season.

#8. Refresh your templates

It's always useful to have email templates on standby for when you need to send a message in a pinch, or to use as building blocks for your big campaigns. Refreshing your templates now means they'll be ready to go when you need them in the fall. It's incredibly useful to have a few key templates on standby, including a letter- or text-based template, a promotional template, an announcement/reminder template, a content roundup template, and a multiple-product-feature template.

#9. Implement abandoned cart and registration emails

According to research from the Baymard Institute, 68% of online shopping carts are abandoned. Examine your abandoned cart email campaigns to make sure they're up to snuff for the holiday season. There's plenty of room to get creative! You can be clever with copy, include images of the products, offer deals, and create irresistible CTA buttons.

Same thing goes for registration abandonment emails. These email tactics can also be used to get your users to finish providing more personal data, too!

#10. Still not mobile-optimized? Do it now.

Shoppers are increasingly making purchases on mobile devices. This holiday season, don't make the mistake of sending emails that are a single image or that include huge, slow-to-load files.Remember, email design for mobile includes a combination of approaches and best practices, including:

• Single column layout
• Concise, large-sized, easy-to-read content
• Minimalistic design (no complex headers, no clutter)
• Tap-friendly navigation and bulletproof buttons (with appropriate padding)
• Smaller image file sizes (allowing for quicker load times)
• High-contrast design for mobile screens set to low brightness
• A mix of images and text (with great ALT text attached to each image)

Get ready for the 2017 holiday season and go Pro!

From the tips above, you can see why summer is the perfect time to gear up for the second half of the year. Also, get ahead of your competitors and create beautiful holiday email campaigns in our easy-to-use, drag-n-drop BEE editor. No HTML knowledge is required, and all emails are 100% responsive. Sign up for a BEE Pro free trial!