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Top 10 Tips from the Litmus Email Design Conference

Beefree team
Beefree team
Aug 20, 2016
Top 10 Tips from the Litmus Email Design Conference
Top 10 Tips from the Litmus Email Design Conference

The Litmus Email Design Conference took place earlierthis week in Boston, bringing together some of the smartest designers, marketers, and thinkers in email. Wefollowed along onTwitterto pick up on all the juiciest design tips. (And we caught a big announcement, too, that Litmus and Microsoft are partnering). Update and upgrade your email design with these toptipsfrom the best in email.

Tip #1: First: Think big picture.

We're email geeks. We love to talk about the nitty-gritty: colors, pixels, code. But sometimes we need a reminderto take a step back and remember that sending email is a privilege. Through email, we get to communicate with our very own audience, and that's an amazing thing. We have to prioritize them first.

Email is a privilege, not a right. We don't *have* to send email. Customer trust comes 1st, money comes 2nd. @vickymakesstuff #LitmusLive

— Justine Jordan (@meladorri) August 16, 2016

Good design requires a time investment—and it's worth it to build trust and loyalty with your customers.

Do you intend to treat your customers like humans or cash machines? Build trust through good design + good intent #LitmusLive @pnts

— Justine Jordan (@meladorri) August 16, 2016

After all, each of our businesses is based on our customers, so our relationship with them is paramount.

Key takeaways from @matty_caldwell 'Good design takes time' & 'Creative is about relationships' #LitmusLive #design

— Uwa Oduwa (@uwaohh) August 17, 2016

Walk a mile in your user's shoes. Stop thinking like a marketer and be a human again. It's the secret to success. @asoehnlen #LitmusLive

— Justine Jordan (@meladorri) August 17, 2016

Tip #2: Simplify.

We say this all the time, but it bears repeating: good email design is simple. Readers should be able to easily understand your message quickly, without effort. No clutter, extra columns, or overabundance of calls-to-action. As Eric Lepetit points out, it should be intuitive.

Every user matters. @ericlepetitsf #LitmusLive pic.twitter.com/u5wKCTwcSA

— Litmus (@litmusapp) August 16, 2016

Part of making an email intuitive means leading a reader to your main CTA, not asking them to "choose their own adventure."

Having two buttons next to each other = "I can't decide what my main CTA is. You choose." @Ultra_K ???????? Bad. #LitmusLive

— email snarketing (@EmailSnarketing) August 17, 2016

As email designers, it's our job to simplify and clarify.

"A designer’s job: cut through the crap." -Matt Caldwell. Love it! #LitmusLive

— Analisa Capote (@AnalisaCapote) August 17, 2016

Tip #3: Sharpen your storytelling skills.

What's going to get readers to open an email? What'll get them to scroll, to click? Good storytelling. When you engage readers on a universal, emotional level, that's powerful.

Wrapping it up #LitmusLive with @thecrafty on creating emotion in email. pic.twitter.com/lxEtQAlxa9

— Litmus (@litmusapp) August 17, 2016

Good storytelling also strengthens your relationship with readers, building brand loyalty. When readers are inspired by you, that's big.

"Storytelling gives you a superpower, allows you to build a vision, inspire the future." - @pnts #LitmusLive Crushing hard. @HearsaySocial

— Xin Wang (@xinisterlayer) August 16, 2016

Tip #4: Get your templates ready.

If you missed our post on the five email templates you need to have on hand, take time to check it out. Working from templates improves your workflow and design consistency. Chad White suggests always working off a master template.

"You need an email template master just like you have a webmaster." Create new messages from the master. @matty_caldwell #LitmusLive

— Chad White (@chadswhite) August 17, 2016

Tip #5: Go modular.

We rarely talk about any good email without mentioning modular design. As Emma Goodman points out, it's a huge time saver. Working with blocks of content allows you to quickly copy, rearrange, and fine-tune your design without a threat to structure or clarity. It's how we build all our emails in the BEE editor.

Thinking about how to save time and still build amazing emails with Emma Goodman #LitmusLive pic.twitter.com/tVerOxodSG

— Litmus (@litmusapp) August 17, 2016

Tip #6: Know how to optimize CTA buttons.

Mike Nelson of Really Good Emails did some serious number-crunching and came up with the cold, hard facts about CTA button design. In terms of color, there's a clear winner: blue is by far the most popular.

It's the last day of #LitmusLive. Here's one of our fave new facts: Blue is the most popular CTA color. #emailtips pic.twitter.com/SisxWUbSsv

— BSTRO (@creativebstro) August 17, 2016

Wondering what to say with your CTA button? We have a lot of tips, and we couldn't agree more with this one: DON'T sayclick here!

Thank you for denouncing "click here." It's the worst. #judgejordan #LitmusLive @meladorri

— email snarketing (@EmailSnarketing) August 16, 2016

Know what a ghost button is? It's one where the background color is transparent, just like the Twitter "Follow" buttons on these tweets (if you're not already following these folks). Sometimes, these buttons blend in too much with the background, and readers miss them or don't even know they're a button. Use sparingly.

Be wary of using ghost buttons, especially for main calls-to-action. They don't stand out very well, creating a weaker CTA. #LitmusLive

— Chad White (@chadswhite) August 17, 2016

When it comes to shape, rounded buttons are the post popular, but the pill shape might bemaking a comeback.

Pill shape CTA making a comeback >26% this yr v @reallygoodemail #LitmusLive pic.twitter.com/fE8E6VH3dC

— Anna Yeaman (@stylecampaign) August 17, 2016

And adding arrows to CTAs? It's a go! They might actually improve your click through rate.

Arrows on CTAs improve CTR ➡️>> #LitmusLive

— Tatiana Mac (@tatianatmac) August 17, 2016

Tip #7: Don't underline text.

It's outdated, inefficient, and confusing to underline text that isn't a link. If you want to underline, do it for links only.

If you wanna be friends with @RodriguezCommaJ (and trust us, you definitely do)...#LitmusLive pic.twitter.com/h9hWiwXBjE

— Litmus (@litmusapp) August 15, 2016

Tip #8: Avoid trouble.

Don't kick off your email with the "Having trouble viewing this email?" disclaimer leading viewers to the web version. Move "trouble" to the footer.

Move "have trouble viewing this email" to footer. No one wants preview text to include "trouble" next to your brand name. #LitmusLive

— Tatiana Mac (@tatianatmac) August 17, 2016

Tip #9: Pay attention to plain text.

It's all about balance. Avoid falling into a spam folder by upping your word count, and make sure readerswith image-viewing turned off will see your key messages!

Form vs. Function: balance images + live text to maintain strongest messaging w/ images off, while keeping design on-brand. #LitmusLive

— Pete Biolsi (@pbiolsi) August 17, 2016

Tip #10: Think ahead to the next step.

You designed a great email. You told a story, used modular design, optimized your CTAs, and balanced your text and images. Readers are clicking through—amazing! But now what? Is your site or landing page optimized for good design and messaging the same way email is? Just like Tip #1: we all need to remember the big picture.

"It doesn't matter if your emails look great if your end experience on the site isn't good." - Rebecca Lewis #LitmusLive

— Analisa Capote (@AnalisaCapote) August 17, 2016

Did you attend #LitmusLive in Boston? Let us know what you learned in the comments!

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Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

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Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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