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10 Questions to Consider When Writing an Email Design Brief

Beefree team
Beefree team
Jan 25, 2017
10 Questions to Consider When Writing an Email Design Brief
10 Questions to Consider When Writing an Email Design Brief

Wantto impress your client with a stunning email? Start with agreat email design brief!The design phase is a critical step in the email production process for many digital marketing agencies. It's when your email takes shape visually for the first time.According to Litmus, out of all production tasks, the majority of senders spend the most time in the email design phase.The email production process typically involves:

  1. Conceptualizing the email campaign
  2. Developing content (copy and visual assets, like original photography)
  3. Designing emails (this is our focus today)
  4. Developing emails
  5. Testing, QA, and final approvals
  6. Sending!

A good email design brief ensures that you have a smooth transition from Steps 1 and 2 to Step 3. You need to both 1) meet your client's expectations and 2) communicate with your designer and design team.So today, we're gearing this post toward agency-based project managers. We'll walk you through how to communicate with your designer via an awesome designbrief, which will help create the first version of a fully-designedemail.

Photo by Luis Llerena

What a good email design brief should accomplish

A good brief provides a design roadmap without being prescriptive. It shouldgive the designer some context about the client and the scope of the project, as well as critical technical details like HTML color codes and your brand's font styles.Your brief should be clear and concise. Don't make it a whole separate project just to read the brief! It should also be relatively high-level in explaining how the email should look; it's the designer's job to synthesize the information and deliver a design that helps everyone achieve the project's goal. Let your designer do what he/she does best: creating a beautiful and effective email for your client's subscribers.Let's look at 10 fundamental, albeit sometimes overlooked, questions that your design brief needs to answer to set your designer up for success.

1. Who is the client?

Let's start with the basics. Provide the client's name and any relevant information, like if you've worked with the client before (if so, should the email align with previous designs, or is there a new direction?). In a few sentences, let the designer know the client's mission and work, including why they're asking for the work. Indicate what makes the client stand out from the competition, both in what they do and the visual style they want to achieve.

2. What's a quick description of the project and its primary purpose?

Explain why you're sending this email. What are you hoping to achieve?What's the primary call to action?

3. What's the scope of the project?

Is the email in question part of a larger email campaign—and also part of a larger marketing campaign? Be clear about how this email figures into a larger project. Don't leave the designer working in a silo. Make sure the designer knows the full scope of the project, and connect other team members working on the same assignment. Also, give them the context needed to design an email that delivers on expectations.

Photo by William Iven

4. What does success look like, and how will it be measured?

Will success be measured by the number of opens, click-throughs, social shares, or by another metric? Indicate typical engagement rates for previous email campaigns. Maybe success will be reached by gaining insight into the audience—like if they don't respond as well to a subject line style or to a change in design.

5. Who is the target audience, and how do they view email?

Describe the audience for the campaign—e.g., 20-something women athletes—and include the proportion of the total audience within a particular segment. Also consider: Havepast design approaches been particularly effective with this group? Will different versions of the email be createdfor individual segments?Be clear about the email clients and devices your target audience uses, so the designer(s) can design accordingly.As we discuss in our post about making data-driven email design decisions, the number of email clients is growing every day, so it’s not realistic to have designs tailored to every user’s email service. Instead, designers should know the main email services (and devices) anaudience uses in order tooptimize designs for the most significantenvironments. (Litmus reports, for example, thatrecent versions of Outlook (2007-2016) don’t have the best HTML or CSS support).

6. What is the style?

Define the style in a few words. Think about the tone/feeling the client ishoping to evoke. Is the client looking for something clean and minimal, or friendly and playful? Avoid using common design adjectives, which tend to be jargon-y or get overused. When in doubt, communicate visually (see #8). If this is a new client, it's especially helpful to provide previous examples, letting the designer know if the same style should be used moving forward, or if the client wants to achieve something different.Don't make the designer or design team reinvent the wheel. Is there a template that should be used, or a standard header or footer design? In most cases, there are, so be sure to provide these assets.You'll also want to give the designer access to the client'sstyle guide and—importantly—let them know how closelyit should be followed. Sometimes there's wiggle room to break away a little bit; other times, the guidelines must be closely followed without exception.Style guides can be 100 pages or even longer. Guide your designer by pointing out which pages are particularly important, like where colors, fonts, logo standards, and illustration or graphics libraries can be found.Let the design team know if there areparticular colors preferred for this email or ones to avoid. Indicate font standards, especially if the designer will be creating imagery with text overlay.

Photo by Chris Barbalis

7. What are the dimensions?

When it comes to email, the most important dimension is width. Usually, 600 to 640 pixels for desktop (320 pixels for responsive mobile) is a standard guideline for legibility and good rendering in emails.Of course, you can let the designer know the desired email width, in pixels, and if there is a vertical constraint. But, usually, the designer canmake recommendations based on what the client wants and explain if something doesn't fit any standard formats. (Also, read more about email clipping, when applicable.)

8. Are there other emails to draw inspiration from?

Often, when communicating about design, pictures are better than words. Provide examples of inspiration emails from the client and indicate whichspecific elements the clientlikes and dislikes. Or, create a simple mood board or image collection to communicate the aesthetic you want.

9. What's the content to be designed?

Always provide the copyfor the email—and it should be final. Revising content after the design is in progress can become time-consuming and difficult. Make sure to indicatesection delineations, header text, and CTAs. In addition to text, provide images to be included in the design as needed, like anything the designer isn'tcreating from scratch.

Photo by Eric Rothermel

10. What's the timeline?

This is an important one! Make sure to providea clear timeline with deadlines for each milestone. Just remember: it's always valuableto talk with key stakeholders (include contact info), to confirm who will provide feedback and when. With all this info, your collaboration with the designer will start off (and continue!) on the right track.

What questions do you ask?

What questions do you ask in preparing an email design brief for your design team? Let us know in the comments!

Related posts

5 Healthcare Email Examples Where Education Meets Promotion"

We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending informative with promotional content that presents itself as an empathetic helping hand.
Emily Santos
Jul 12, 2024

Effective email marketing in healthcare can have immense ROI. After all, it is a cost-effective and direct line of communication with your patients that, when done right, can drive engagement, encourage repeat visits, and help build ongoing trust and credibility. However, healthcare providers are faced with unique challenges when it comes to using email marketing. 

On the one hand, the goal is to engage patients and provide value to help build long-term relationships. On the other hand, the goal is to promote your services and, ideally, boost revenue via this marketing strategy. This balance can be tricky to achieve due to the sensitive nature of the healthcare industry; however, it is not impossible.


We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending valuable, informative content that addresses patient’s concerns with promotional content that presents itself as an empathetic helping hand.  

Healthcare newsletter examples

Sending monthly or weekly newsletters is an excellent way to strengthen relationships with patients or customers. These regular communications serve as a direct line to your audience, allowing you to engage and educate them on relevant health topics consistently. 

Each newsletter provides an opportunity to share reliable and practical health tips and update patients about clinic changes, new services, or special offerings. 

Everlywell 

Everlywell offers folks with at-home “health and wellness solutions.” In a recent newsletter they focus their message on addressing stress, a common concern among their audience. The email begins by empathizing with the reader, reassuring them that stress is a widespread issue, therefore establishing an immediate connection with their readers. 

By offering a free solution—specifically, a list of vitamins and supplements known to alleviate stress—Everlywell demonstrates its commitment to customer well-being. Simultaneously, by subtly promoting its own supplements within the email's content, it reinforces the message that Everlywell not only understands the reader's concerns but also provides practical solutions. 

everlywell healthcare newsletter email example
Free newsletter templates: https://beefree.io/templates/newsletter 

Seasonal health campaigns 

Another great way to connect with patients beyond the clinic is to send seasonal health campaigns. These campaigns are highly effective because they relate to current health concerns and conditions prevalent during specific times of the year.

Seasonal health campaigns allow healthcare providers to proactively address issues that are top-of-mind for patients during different seasons. 

Natalist

Natalist offers “fertility, pregnancy, and postpartum essentials.” To ring in the new year, their email “TTC in the new year?” leans into the possibility that with a new year, folks begin to consider trying to conceive, thoughtfully tapping taps into the natural inclination people have to reflect on life changes and set new goals as the calendar turns.

This thoughtful and well-timed campaign exemplifies how healthcare providers can connect with their audience by aligning their messaging with their customers' lives' natural rhythms and aspirations.

natalist seasonal healthcare email example
Browse our catalog of free seasonal templates: https://beefree.io/templates 

Promotional healthcare emails 

Promotional healthcare emails can significantly increase patient engagement. Offers tailored to patient needs can inform and encourage them to consider services they may not have known about. However, healthcare promotion emails come with their own set of challenges, HIPAA being the biggest hurdle.

ivee

Ivee offers “individualized medical care” services directly from home, including urgent care, diagnostic testing, IV therapy, and more. In a promotional email about their Membership and Programs, ivee takes the route of promotion through education.

Promoting medical treatments and procedures can be complex and often leaves patients with numerous questions and uncertainties.

ivee’s promotional email addresses this challenge by ensuring the content is clear, concise, and informative. Instead of overwhelming patients with technical jargon or complicated medical terms, Ivee breaks down the information into 3 digestible segments that guide the reader through their offerings:

  1. What the patient will receive
  2. How the program works
  3. What the next steps are 

ivee’s educational approach in its promotional email informs and empowers patients, building trust and confidence in their services. 

By addressing potential questions upfront, ivee reduces any concern that the patient may have regarding this service. This method of promotion through education is particularly effective in healthcare, where informed patients are more likely to engage with and benefit from the services offered.

ivee promotional healthcare email
Free product promotion templates: https://beefree.io/templates/product-promotion 

Free service promotion templates: https://beefree.io/templates/service-promotion 

Patient testimonials and success stories 

Using patient testimonials and stories in healthcare emails helps build trust and credibility. When potential patients read or hear about others who have successfully navigated similar health challenges, it reassures them of the effectiveness and reliability of the services offered. These narratives humanize the healthcare experience, which can sometimes feel cold and direct, by showcasing real people and their journeys. 

Much like any healthcare email, this one is particularly affected by the US HIPAA regulations. These emails require explicit consent and the careful handling of personal information. 

Additionally, it is crucial that these testimonials and stories remain authentic. Fabricated or exaggerated stories can damage credibility, and it's important to avoid over-promising outcomes. 

GoodRx

GoodRx provides telemedicine to track prescription drug pricing in the United States and offers drug coupons and medication discounts. In an email promoting their telehealth services, they use a patient testimonial to communicate the ease of their service.

GoodRx balances this strategy with maintaining client privacy by using anonymized testimonials and obtaining explicit consent from the patient. Anonymized testimonials protect the identity of the patients by removing any personal identifiers, ensuring that their privacy is not compromised while still providing authentic feedback about the service.

GoodRx patient email example
Free template to feature your client testimonials: https://beefree.io/template/customer-reviews-product-template 

Transactional healthcare email examples

Transactional emails play an important role in healthcare, allowing providers to share essential information that brings ease to the patient’s experience. More specifically, transactional emails improve operational efficiency. Some examples of transactional emails in healthcare include

  • Appointment confirmations and reminders
  • Prescription and medication updates
  • Follow-up care instructions
  • Billing and payment notification
  • Patient portal access 

Hims

Hims is an “online telehealth platform that provides virtual healthcare and support for men's health.” In the order confirmation email below, Hims offers the patient important order information such as order ID, date paid, total charge, and payment method. 

This transparency ensures patients have all the necessary details about their purchase, enhancing their trust in the platform. Additionally, Hims goes beyond just transactional information to offer patients peace of mind by reminding them of all the other free services they receive through their platform.

By highlighting these benefits, Hims reinforces the value of its service and strengthens its relationship with its patients. This approach confirms the purchase and reassures patients that they feel supported in various aspects of their health journey.

hims healthcare invoice email

Start designing healthcare emails with Beefree 

Navigating healthcare regulations can be challenging, but your email design doesn't have to be. With Beefree's intuitive design tools and templates, you can simplify your communication efforts to adhere to industry standards and focus on what truly matters: delivering exceptional care and valuable information to your patients

source: https://app.userevidence.com/assets/2055KZQW

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SaaS Email Marketing Strategies for Reducing Churn

Discover the power of SaaS emails. Learn about essential email types like onboarding, product updates, and feedback to keep your users engaged and reduce churn rates.
Beefree team
Jul 5, 2024

The SaaS industry is a fiercely competitive marketing currently valued at $317.55 billion. With projections indicating growth to $1.23 trillion by 2032, it is becoming increasingly important for SaaS companies to find ways to not only stay competitive but also lead the market for sustainable growth. 

So, how can SaaS businesses stay ahead when customer needs constantly evolve and switching from one application to another is just a matter of a few clicks? For many, email marketing is the answer. 

With an average ROI of $36 for every $1 spent, email marketing is a versatile and cost-effective solution that benefits every stage of your marketing funnel. From brand awareness to retention, email marketing in SaaS helps meet your customers where they are.

What is SaaS email marketing?

SaaS email marketing refers to strategically sending emails to leads, prospects, existing customers, and former customers to drive engagement and business growth. While, email marketing offers a range of benefits for SaaS, the number benefit is it’s role in reducing churn.

Customer churn is the rate at which a user stops using the application over a given period of time. According to Vitally, for SaaS to maintain sustainable growth, the annual churn rate should be under 5%; however, in both small and large SaaS companies, “monthly churn rates ranked around 3.5% for the first quarter of 2024.”

According to Precursive, the top 3 factors leading to customer churn are wrong product fit, lack of engagement, and onboarding. Email marketing emerges as a powerful solution to address each of these issues proactively.

Reducing churn due to wrong product fit & onboarding

Wyzowl’s Customer Onboarding 2020 Report states, “80% of users have uninstalled an app due to their lack of understanding of how to use it.” 

That’s where onboarding and product education emails come in. They educate users not only on how to use the application but also how to maximize its value. In the onboarding stages, SaaS should gather user data, such as industry or role, and create tailored campaigns highlighting features and use cases based on their unique needs.

Reducing churn due to lack of engagement

Consistent and targeted email campaigns help keep users engaged, as they are reminded of the ongoing value your SaaS application delivers. Through interactive content such as surveys, polls, quizzes, or regular usage tips and best practices, you can encourage users to stay engaged and informed about new and exciting ways to use the application.

Types of SaaS email communications

Each type of SaaS email communication is designed to address specific needs, goals, and challenges faced by both the SaaS company and its customers. Tailored email content to specific segments allows SaaS to deliver relevant, timely, and compelling content that enhances the overall customer experience.

1. Welcome emails

In SaaS, a welcome email is a high-level introduction to your application. It is sent immediately after a customer subscribes to the tool and tells them what to expect. 

In this example from Coda, the user is welcomed to the application and the different “solutions” they can create with Coda. Additionally, this email offers other resources to help the user familiarize themselves with the tool, like their help center and learning hub.

Source: https://reallygoodemails.com/emails/welcome-to-coda

As you can see, this is a high-level email that does not go too in-depth into a specific feature. This email helps ease users into a new application without overwhelming them.

Free welcome email template: https://beefree.io/template/first-welcome

2. Onboarding emails

Unlike a welcome email, an onboarding email focuses on a specific feature or activity that can be achieved with your application. For SaaS, an onboarding sequence is usually a better strategy than compiling everything in one email. It helps guide users through the product gradually, allowing them ample time in between emails to explore the solution.

These emails could include feature highlights, tutorials, or step-by-step guides. In the example below, users are introduced to Miro’s collaboration capabilities. 

SaaS onboarding email example
Source: https://reallygoodemails.com/emails/tips-tricks-to-get-everyone-engaged

In SaaS, the onboarding process should be treated as part of the users' “consideration” stage. In fact, 63% of customers consider the onboarding period when deciding to subscribe to a service or purchase a product.

Due to this, the onboarding process should be seamless, educational, and personalized to serve users with relevant content that meets their unique needs.

Free onboarding email template for SaaS: https://beefree.io/template/get-started

3. Product update emails

Product update emails aim to educate users on new or improved features. They are a valuable way to encourage product adoption, show users you listen to their feedback, and offer resources for further product education. 

The following example from Airtable highlights their new AI feature, briefly sharing what it does, the benefits, and links relevant resources to learn more, including promotion to their AI webinar.

SaaS product update email example
Source: https://reallygoodemails.com/emails/introducing-airtable-ai-unlock-your-unknown

Free SaaS product update email: https://beefree.io/template/features-discovery

4. Transactional emails

Transactional emails for SaaS help enhance the user experience. Through prompt and clear communications regarding account activities, SaaS businesses ensure customers are informed, providing peace of mind and increasing brand trust. 

Each transactional email should have a clear focus that addresses the user’s immediate need. These emails often include password resets, billing and invoices, security alerts, subscription renewals, and more. 

The following email example from Stampsy is a great example of a transactional email that is clear and to the point.

SaaS transactional email example
Source: https://reallygoodemails.com/emails/stampsy-email-verification

If you’re not sure of where to start with your SaaS transactional email, Beefree’s Transactional Template Kit offers a good starting point for on-brand emails.

5. Re-engagement emails

Re-engagement emails help to retain users who haven’t interacted with your brand or software in a while by reminding them of the value and benefits of your SaaS. Through targeted and timely email campaigns, highlighting the unique value proposition of your SaaS you can help to extend the duration of customer relationships and recapturing lost revenue before it’s lost. 

Some examples of re-engagement emails in SaaS include highlighting new features, offering a special discount, requesting feedback, or a simple “we miss you” email reminding them of your solution.

The following email from Mailchimp is an example of a re-engagement email sent in the onboarding process. 

Based on the content of the email, we can infer that this user still needs to complete their registration. 

Mailchimp uses this to remind the user how easy it is to get started “with just a few clicks.” Additionally, it addresses any potential roadblocks the user may have. It offers solutions such as a comprehensive article to help users “breeze through the registration process” and a 1-1 call with their Onboarding Specialist.

re-engagement SaaS email example
Source: https://reallygoodemails.com/emails/almost-there-complete-your-sms-registration-today

6. Feedback emails

Feedback or survey emails in SaaS are vital for gathering insight into user experience and satisfaction. For the user, these emails serve as a way to give direct feedback, making them feel valued and strengthening their engagement. 

Feedback or survey emails should be clear about the ask and concise to respect the reader’s time. Offering incentives or discounts is also a great way to promote engagement, further strengthening user relationships. 

The following email from Miro is a great example of requesting feedback.

SaaS feedback email examples
Source: https://reallygoodemails.com/emails/share-your-experience-with-us


To start building your next SaaS survey campaign, Beefree’s Survey Template Kit offers a wide range of designs to choose from. 

7. Renewal and upgrade emails

Renewal and upgrade emails in SaaS are essential for maintaining customer retention and driving revenue growth. While their purpose is typically a friendly reminder about upcoming renewals, it also serves as an opportunity to encourage users to upgrade to unlock more features.

These emails should specify when the subscription ends, how to renew or upgrade, and the benefits. The following example from YouTube highlights all of the benefits of renewing your premium plan and offers a clear CTA on the next steps to help avoid friction for the user.

SaaS renewal and upgrade email templates
Source: https://reallygoodemails.com/emails/only-a-few-days-before-your-youtube-premium-benefits-end-renew-now

Free SaaS upgrade email template: https://beefree.io/template/upgrade-to-a-higher-plan 

8. Event invitation emails

For SaaS specifically, events can help amplify the brand’s credibility and recognition, generate leads, and provide ongoing value to existing users. Event invitation emails are a valuable part of this strategy to encourage attendance and user engagement.

The following example from Customer.io invites users to a webinar hosted by industry leaders. The email concisely communicates the webinar's topic and the value it will bring to its users.

event invitation emails for saas
Source: https://reallygoodemails.com/emails/join-our-live-qa-with-marketing-legends

These event invitation emails are usually followed by reminder emails to encourage attendance and registration further.

Start designing your next event invitation emails with Beefree's Webinar Template Kit.

9. Milestone emails

Milestone emails in SaaS help celebrate a user’s significant achievement or a stage in their journey. They provide positive reinforcement and motivation for a user, increasing their likelihood of continued use of the product. For SaaS, these emails also serve as a way to highlight the value of the software by showing the users the progress they have achieved and where they can go with continued use. 

Grammarly is an excellent example of an effective milestone email.

milestone emails for saas
Source: https://reallygoodemails.com/emails/youve-reached-a-new-weekly-streak-milestone

Free milestone email and page templates for SaaS: https://beefree.io/templates/annual_review

Kick off your SaaS email marketing program with Beefree

Reducing churn with SaaS email marketing is not just about sending the occasional reminder or offer - it's about creating a well-rounded, strategic approach that addresses every stage of the customer journey. Your email campaigns should respond to user needs and challenges before they arrive -- positioning your SaaS as the ideal solution for them.

From personalized onboarding emails that ensure new users feel welcomed and informed, to regular engagement emails that keep users active and invested, each type of communication plays a vital role in minimizing churn. While designing campaigns for each touchpoint might be time consuming at first, know that you don't have to do it alone.

Beefree offers a myriad of email templates to support each stage of your customer lifecycle. The best part? It's free. Get started now!

Source: https://app.userevidence.com/assets/2651YKEJ

The Ultimate Guide to Creating and Embedding HTML Email Templates in Outlook

Discover key strategies for overcoming Outlook's HTML rendering limitations and create beautiful HTML email templates.
Emily Santos
Jun 28, 2024

According to Gitnux’s MarketData Report 2024, 16% of all US email users use Outlook as their primary email provider, ranking Outlook among the most widely used email platforms in the country. 

With over 400 million users worldwide, the chances that your emails will land in an Outlook inbox are high if you're an email marketer. With this in mind, it’s important to acknowledge Outlook’s capabilities and limitations to build emails that render well for every recipient. 

Understanding Outlook's HTML design limitations

Despite its popularity, Outlook is primarily used for day-to-day communications between colleagues rather than mass marketing campaigns. Because of this, Outlook has a few limitations when it comes to rendering HTML emails, for instance: 

Some of the most prominent rendering issues with Outlook Web or App include: 

  • Gifs rendering with a play icon over the GIF
  • Fonts not matching 
  • Additional spaces in the layout 
  • Icons stacking on top of one another or misaligned
  • Mismatching background images 
  • Misalignment across email elements 

These limitations mean that regardless of how much time is spent on creating the most engaging and on-brand email, Outlook may deliver a different outcome to recipients, affecting your email’s readability and impact.

While we recommend opting out of using Outlook as a sending platform and using a professional solution such as HubSpot and Mailchimp, we understand this is not always feasible.

Many email marketers who rely on Outlook have found creative approaches to address its rendering limitations, typically opting for either image-based emails or maximizing the impact of text-only emails. When it comes to HTML emails, while challenging, they remain a viable option for those willing to navigate Outlook’s quirks and optimize their designs accordingly.

Best practices for designing Outlook-friendly HTML email templates

You have two options for creating an HTML email template for Outlook. The first involves manually writing the HTML code with CSS and then saving the email as an Outlook template. While this approach doesn't require additional software tools, it can be time-consuming and requires CSS expertise.

Alternatively, you can use an external email design tool such as Beefree to create your HTML email template. This method is more user-friendly and efficient since it eliminates the need for CSS knowledge and manual coding.

Regardless of which option you opt for, here are some best practices to follow:

  • Simplicity is key: Design simple, single-column designs. Complex layouts, while engaging, may not render correctly. 

  • Use tables for the layout structure: Experiment with tables to ensure your design elements stay in their intended position, helping to tackle Outlook's misalignment issue. 
  • Use inline CSS: If possible, embed inline CSS directly within your HTML elements to control formatting and layout; this will help minimize Outlook’s limited support for external and embedded stylesheets.

  • Use web-safe fonts: Arial, Times New Roman, or Verdana are all safe bests when designing for Outlook.

  • Alt text: Because Outlook blocks images by default, be sure to always include alt text for images to ensure accessibility but also to ensure that the lack of images doesn’t leave out important context from your emails. 

Designing HTML email templates in Outlook with Beefree

When designing HTML email templates that perform well in Outlook, leveraging the right tools can significantly simplify the process and ensure adherence to best practices.

Beefree stands out as a versatile platform that not only facilitates creative email design but also supports the specific requirements of Outlook rendering, for instance:

  • Designing for simplicity: Beefree’s drag-and-drop functionality allows for the easy creation of single-column layouts. Within Beefree, users can easily customize the alignment, spacing, height, and more of emails for mobile and desktop, ensuring a cohesive experience across multiple devices.

  • Web-safe fonts: Within Beefree, you can set web-safe fonts as your default to ensure the consistent rendering of fonts across all email clients, especially Outlook.

  • Alt text: This can be powered manually or via our AI integration. 

  • Responsive design: While Outlook lacks robust support for responsive design, Beefree enables users to create mobile-friendly email templates through fluid layouts and scalable elements. This ensures that your emails adapt to different screen sizes and devices, enhancing user experience regardless of how recipients access their emails through Outlook.

Before finalizing your email designs, it's essential to conduct thorough testing to ensure they render correctly across different versions of Outlook. We recommend using Beefree’s preview feature to see how your emails appear in various screen sizes. We also recommend sending a test email to multiple Outlook recipients to help you identify any rendering discrepancies between Beefree and Outlook.

While we’d like to guarantee that Beefree will render emails 100% as intended,  it's important to remember that Outlook is an email client rather than a sending platform. As a result, it may ignore, remove, or alter HTML elements from our code. This can cause rendering issues that we can't resolve. Keep in mind that the more complex your design is, the more likely you are to experience rendering issues with Outlook.

Familiarize yourself with our Outlook rendering considerations

Embedding Outlook HTML email templates

Once your email is designed in Beefree following the best practices addressed above, you can easily export to Outlook Web or Outlook App.

Outlook Web
Connect Beefree to your Outlook Web account before designing or after completion.  Directly from the builder or via the Email Details page, click “Push to your sending system.” Within seconds, the email will be saved as a new template and appear in your Outlook account.

To learn more about how to complete the integration process, visit: https://support.beefree.io/hc/en-us/articles/11964534263442-Exporting-to-Outlook-com

For a step-by-step process:



Outlook Web and corporate email accounts
If you’re exporting emails designed in Beefree to your Outlook corporate business account, follow the same steps as above.

When integrating Beefree with an Outlook corporate account, you may encounter a message indicating that approval or authorization is required for the connection to succeed. To proceed, you will need to obtain the necessary approvals or modify your Outlook Web business account permissions settings to ensure a successful connection. Outlook App
The Outlook App integration with Beefree allows you to download your email designs as OFT and EMLTPL files that you can then upload into your Outlook App. To download the files, take the following steps:

  1. Navigate to the email design you’d like to export.
  2. Make and save any changes you’d like prior to exporting your design.
  3. Select Push to your sending system.
  4. Click the Outlook App connector.
  5. You will be prompted to Download the Outlook App.
  6. Select Download for Windows if you’d like an OFT file or Download for macOS if you’d like an EMLTPL file.


To learn more about how to complete the integration process and import HTML, watch the following video:

Or visit: https://support.beefree.io/hc/en-us/articles/11964534263442-Exporting-to-Outlook-com

Ready to start designing Outlook-friendly emails?

Whether you're navigating Outlook's rendering quirks or aiming to enhance engagement through responsive designs, Beefree is an intuitive solution that ensures your messages resonate effectively across Outlook versions and devices. 

Source: https://app.userevidence.com/assets/3682LZCB


Start designing now - it’s free!

5 Healthcare Email Examples Where Education Meets Promotion"

We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending informative with promotional content that presents itself as an empathetic helping hand.
Emily Santos
Emily Santos
12 Jul
2024

Effective email marketing in healthcare can have immense ROI. After all, it is a cost-effective and direct line of communication with your patients that, when done right, can drive engagement, encourage repeat visits, and help build ongoing trust and credibility. However, healthcare providers are faced with unique challenges when it comes to using email marketing. 

On the one hand, the goal is to engage patients and provide value to help build long-term relationships. On the other hand, the goal is to promote your services and, ideally, boost revenue via this marketing strategy. This balance can be tricky to achieve due to the sensitive nature of the healthcare industry; however, it is not impossible.


We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending valuable, informative content that addresses patient’s concerns with promotional content that presents itself as an empathetic helping hand.  

Healthcare newsletter examples

Sending monthly or weekly newsletters is an excellent way to strengthen relationships with patients or customers. These regular communications serve as a direct line to your audience, allowing you to engage and educate them on relevant health topics consistently. 

Each newsletter provides an opportunity to share reliable and practical health tips and update patients about clinic changes, new services, or special offerings. 

Everlywell 

Everlywell offers folks with at-home “health and wellness solutions.” In a recent newsletter they focus their message on addressing stress, a common concern among their audience. The email begins by empathizing with the reader, reassuring them that stress is a widespread issue, therefore establishing an immediate connection with their readers. 

By offering a free solution—specifically, a list of vitamins and supplements known to alleviate stress—Everlywell demonstrates its commitment to customer well-being. Simultaneously, by subtly promoting its own supplements within the email's content, it reinforces the message that Everlywell not only understands the reader's concerns but also provides practical solutions. 

everlywell healthcare newsletter email example
Free newsletter templates: https://beefree.io/templates/newsletter 

Seasonal health campaigns 

Another great way to connect with patients beyond the clinic is to send seasonal health campaigns. These campaigns are highly effective because they relate to current health concerns and conditions prevalent during specific times of the year.

Seasonal health campaigns allow healthcare providers to proactively address issues that are top-of-mind for patients during different seasons. 

Natalist

Natalist offers “fertility, pregnancy, and postpartum essentials.” To ring in the new year, their email “TTC in the new year?” leans into the possibility that with a new year, folks begin to consider trying to conceive, thoughtfully tapping taps into the natural inclination people have to reflect on life changes and set new goals as the calendar turns.

This thoughtful and well-timed campaign exemplifies how healthcare providers can connect with their audience by aligning their messaging with their customers' lives' natural rhythms and aspirations.

natalist seasonal healthcare email example
Browse our catalog of free seasonal templates: https://beefree.io/templates 

Promotional healthcare emails 

Promotional healthcare emails can significantly increase patient engagement. Offers tailored to patient needs can inform and encourage them to consider services they may not have known about. However, healthcare promotion emails come with their own set of challenges, HIPAA being the biggest hurdle.

ivee

Ivee offers “individualized medical care” services directly from home, including urgent care, diagnostic testing, IV therapy, and more. In a promotional email about their Membership and Programs, ivee takes the route of promotion through education.

Promoting medical treatments and procedures can be complex and often leaves patients with numerous questions and uncertainties.

ivee’s promotional email addresses this challenge by ensuring the content is clear, concise, and informative. Instead of overwhelming patients with technical jargon or complicated medical terms, Ivee breaks down the information into 3 digestible segments that guide the reader through their offerings:

  1. What the patient will receive
  2. How the program works
  3. What the next steps are 

ivee’s educational approach in its promotional email informs and empowers patients, building trust and confidence in their services. 

By addressing potential questions upfront, ivee reduces any concern that the patient may have regarding this service. This method of promotion through education is particularly effective in healthcare, where informed patients are more likely to engage with and benefit from the services offered.

ivee promotional healthcare email
Free product promotion templates: https://beefree.io/templates/product-promotion 

Free service promotion templates: https://beefree.io/templates/service-promotion 

Patient testimonials and success stories 

Using patient testimonials and stories in healthcare emails helps build trust and credibility. When potential patients read or hear about others who have successfully navigated similar health challenges, it reassures them of the effectiveness and reliability of the services offered. These narratives humanize the healthcare experience, which can sometimes feel cold and direct, by showcasing real people and their journeys. 

Much like any healthcare email, this one is particularly affected by the US HIPAA regulations. These emails require explicit consent and the careful handling of personal information. 

Additionally, it is crucial that these testimonials and stories remain authentic. Fabricated or exaggerated stories can damage credibility, and it's important to avoid over-promising outcomes. 

GoodRx

GoodRx provides telemedicine to track prescription drug pricing in the United States and offers drug coupons and medication discounts. In an email promoting their telehealth services, they use a patient testimonial to communicate the ease of their service.

GoodRx balances this strategy with maintaining client privacy by using anonymized testimonials and obtaining explicit consent from the patient. Anonymized testimonials protect the identity of the patients by removing any personal identifiers, ensuring that their privacy is not compromised while still providing authentic feedback about the service.

GoodRx patient email example
Free template to feature your client testimonials: https://beefree.io/template/customer-reviews-product-template 

Transactional healthcare email examples

Transactional emails play an important role in healthcare, allowing providers to share essential information that brings ease to the patient’s experience. More specifically, transactional emails improve operational efficiency. Some examples of transactional emails in healthcare include

  • Appointment confirmations and reminders
  • Prescription and medication updates
  • Follow-up care instructions
  • Billing and payment notification
  • Patient portal access 

Hims

Hims is an “online telehealth platform that provides virtual healthcare and support for men's health.” In the order confirmation email below, Hims offers the patient important order information such as order ID, date paid, total charge, and payment method. 

This transparency ensures patients have all the necessary details about their purchase, enhancing their trust in the platform. Additionally, Hims goes beyond just transactional information to offer patients peace of mind by reminding them of all the other free services they receive through their platform.

By highlighting these benefits, Hims reinforces the value of its service and strengthens its relationship with its patients. This approach confirms the purchase and reassures patients that they feel supported in various aspects of their health journey.

hims healthcare invoice email

Start designing healthcare emails with Beefree 

Navigating healthcare regulations can be challenging, but your email design doesn't have to be. With Beefree's intuitive design tools and templates, you can simplify your communication efforts to adhere to industry standards and focus on what truly matters: delivering exceptional care and valuable information to your patients

source: https://app.userevidence.com/assets/2055KZQW

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SaaS Email Marketing Strategies for Reducing Churn

Discover the power of SaaS emails. Learn about essential email types like onboarding, product updates, and feedback to keep your users engaged and reduce churn rates.
Beefree team
Beefree team
5 Jul
2024

The SaaS industry is a fiercely competitive marketing currently valued at $317.55 billion. With projections indicating growth to $1.23 trillion by 2032, it is becoming increasingly important for SaaS companies to find ways to not only stay competitive but also lead the market for sustainable growth. 

So, how can SaaS businesses stay ahead when customer needs constantly evolve and switching from one application to another is just a matter of a few clicks? For many, email marketing is the answer. 

With an average ROI of $36 for every $1 spent, email marketing is a versatile and cost-effective solution that benefits every stage of your marketing funnel. From brand awareness to retention, email marketing in SaaS helps meet your customers where they are.

What is SaaS email marketing?

SaaS email marketing refers to strategically sending emails to leads, prospects, existing customers, and former customers to drive engagement and business growth. While, email marketing offers a range of benefits for SaaS, the number benefit is it’s role in reducing churn.

Customer churn is the rate at which a user stops using the application over a given period of time. According to Vitally, for SaaS to maintain sustainable growth, the annual churn rate should be under 5%; however, in both small and large SaaS companies, “monthly churn rates ranked around 3.5% for the first quarter of 2024.”

According to Precursive, the top 3 factors leading to customer churn are wrong product fit, lack of engagement, and onboarding. Email marketing emerges as a powerful solution to address each of these issues proactively.

Reducing churn due to wrong product fit & onboarding

Wyzowl’s Customer Onboarding 2020 Report states, “80% of users have uninstalled an app due to their lack of understanding of how to use it.” 

That’s where onboarding and product education emails come in. They educate users not only on how to use the application but also how to maximize its value. In the onboarding stages, SaaS should gather user data, such as industry or role, and create tailored campaigns highlighting features and use cases based on their unique needs.

Reducing churn due to lack of engagement

Consistent and targeted email campaigns help keep users engaged, as they are reminded of the ongoing value your SaaS application delivers. Through interactive content such as surveys, polls, quizzes, or regular usage tips and best practices, you can encourage users to stay engaged and informed about new and exciting ways to use the application.

Types of SaaS email communications

Each type of SaaS email communication is designed to address specific needs, goals, and challenges faced by both the SaaS company and its customers. Tailored email content to specific segments allows SaaS to deliver relevant, timely, and compelling content that enhances the overall customer experience.

1. Welcome emails

In SaaS, a welcome email is a high-level introduction to your application. It is sent immediately after a customer subscribes to the tool and tells them what to expect. 

In this example from Coda, the user is welcomed to the application and the different “solutions” they can create with Coda. Additionally, this email offers other resources to help the user familiarize themselves with the tool, like their help center and learning hub.

Source: https://reallygoodemails.com/emails/welcome-to-coda

As you can see, this is a high-level email that does not go too in-depth into a specific feature. This email helps ease users into a new application without overwhelming them.

Free welcome email template: https://beefree.io/template/first-welcome

2. Onboarding emails

Unlike a welcome email, an onboarding email focuses on a specific feature or activity that can be achieved with your application. For SaaS, an onboarding sequence is usually a better strategy than compiling everything in one email. It helps guide users through the product gradually, allowing them ample time in between emails to explore the solution.

These emails could include feature highlights, tutorials, or step-by-step guides. In the example below, users are introduced to Miro’s collaboration capabilities. 

SaaS onboarding email example
Source: https://reallygoodemails.com/emails/tips-tricks-to-get-everyone-engaged

In SaaS, the onboarding process should be treated as part of the users' “consideration” stage. In fact, 63% of customers consider the onboarding period when deciding to subscribe to a service or purchase a product.

Due to this, the onboarding process should be seamless, educational, and personalized to serve users with relevant content that meets their unique needs.

Free onboarding email template for SaaS: https://beefree.io/template/get-started

3. Product update emails

Product update emails aim to educate users on new or improved features. They are a valuable way to encourage product adoption, show users you listen to their feedback, and offer resources for further product education. 

The following example from Airtable highlights their new AI feature, briefly sharing what it does, the benefits, and links relevant resources to learn more, including promotion to their AI webinar.

SaaS product update email example
Source: https://reallygoodemails.com/emails/introducing-airtable-ai-unlock-your-unknown

Free SaaS product update email: https://beefree.io/template/features-discovery

4. Transactional emails

Transactional emails for SaaS help enhance the user experience. Through prompt and clear communications regarding account activities, SaaS businesses ensure customers are informed, providing peace of mind and increasing brand trust. 

Each transactional email should have a clear focus that addresses the user’s immediate need. These emails often include password resets, billing and invoices, security alerts, subscription renewals, and more. 

The following email example from Stampsy is a great example of a transactional email that is clear and to the point.

SaaS transactional email example
Source: https://reallygoodemails.com/emails/stampsy-email-verification

If you’re not sure of where to start with your SaaS transactional email, Beefree’s Transactional Template Kit offers a good starting point for on-brand emails.

5. Re-engagement emails

Re-engagement emails help to retain users who haven’t interacted with your brand or software in a while by reminding them of the value and benefits of your SaaS. Through targeted and timely email campaigns, highlighting the unique value proposition of your SaaS you can help to extend the duration of customer relationships and recapturing lost revenue before it’s lost. 

Some examples of re-engagement emails in SaaS include highlighting new features, offering a special discount, requesting feedback, or a simple “we miss you” email reminding them of your solution.

The following email from Mailchimp is an example of a re-engagement email sent in the onboarding process. 

Based on the content of the email, we can infer that this user still needs to complete their registration. 

Mailchimp uses this to remind the user how easy it is to get started “with just a few clicks.” Additionally, it addresses any potential roadblocks the user may have. It offers solutions such as a comprehensive article to help users “breeze through the registration process” and a 1-1 call with their Onboarding Specialist.

re-engagement SaaS email example
Source: https://reallygoodemails.com/emails/almost-there-complete-your-sms-registration-today

6. Feedback emails

Feedback or survey emails in SaaS are vital for gathering insight into user experience and satisfaction. For the user, these emails serve as a way to give direct feedback, making them feel valued and strengthening their engagement. 

Feedback or survey emails should be clear about the ask and concise to respect the reader’s time. Offering incentives or discounts is also a great way to promote engagement, further strengthening user relationships. 

The following email from Miro is a great example of requesting feedback.

SaaS feedback email examples
Source: https://reallygoodemails.com/emails/share-your-experience-with-us


To start building your next SaaS survey campaign, Beefree’s Survey Template Kit offers a wide range of designs to choose from. 

7. Renewal and upgrade emails

Renewal and upgrade emails in SaaS are essential for maintaining customer retention and driving revenue growth. While their purpose is typically a friendly reminder about upcoming renewals, it also serves as an opportunity to encourage users to upgrade to unlock more features.

These emails should specify when the subscription ends, how to renew or upgrade, and the benefits. The following example from YouTube highlights all of the benefits of renewing your premium plan and offers a clear CTA on the next steps to help avoid friction for the user.

SaaS renewal and upgrade email templates
Source: https://reallygoodemails.com/emails/only-a-few-days-before-your-youtube-premium-benefits-end-renew-now

Free SaaS upgrade email template: https://beefree.io/template/upgrade-to-a-higher-plan 

8. Event invitation emails

For SaaS specifically, events can help amplify the brand’s credibility and recognition, generate leads, and provide ongoing value to existing users. Event invitation emails are a valuable part of this strategy to encourage attendance and user engagement.

The following example from Customer.io invites users to a webinar hosted by industry leaders. The email concisely communicates the webinar's topic and the value it will bring to its users.

event invitation emails for saas
Source: https://reallygoodemails.com/emails/join-our-live-qa-with-marketing-legends

These event invitation emails are usually followed by reminder emails to encourage attendance and registration further.

Start designing your next event invitation emails with Beefree's Webinar Template Kit.

9. Milestone emails

Milestone emails in SaaS help celebrate a user’s significant achievement or a stage in their journey. They provide positive reinforcement and motivation for a user, increasing their likelihood of continued use of the product. For SaaS, these emails also serve as a way to highlight the value of the software by showing the users the progress they have achieved and where they can go with continued use. 

Grammarly is an excellent example of an effective milestone email.

milestone emails for saas
Source: https://reallygoodemails.com/emails/youve-reached-a-new-weekly-streak-milestone

Free milestone email and page templates for SaaS: https://beefree.io/templates/annual_review

Kick off your SaaS email marketing program with Beefree

Reducing churn with SaaS email marketing is not just about sending the occasional reminder or offer - it's about creating a well-rounded, strategic approach that addresses every stage of the customer journey. Your email campaigns should respond to user needs and challenges before they arrive -- positioning your SaaS as the ideal solution for them.

From personalized onboarding emails that ensure new users feel welcomed and informed, to regular engagement emails that keep users active and invested, each type of communication plays a vital role in minimizing churn. While designing campaigns for each touchpoint might be time consuming at first, know that you don't have to do it alone.

Beefree offers a myriad of email templates to support each stage of your customer lifecycle. The best part? It's free. Get started now!

Source: https://app.userevidence.com/assets/2651YKEJ

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