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Email Design For Mobile: Best Practices to Take Your Marketing Emails up a Level

Emily Santos
Emily Santos
Sep 15, 2022
Email Design For Mobile: Best Practices to Take Your Marketing Emails up a Level
Email Design For Mobile: Best Practices to Take Your Marketing Emails up a Level

Evolution of Mobile-First Design

The term "mobile-first design" is one you may have heard before, but perhaps you've never put it to practice. To understand what mobile-first means, it's important to understand how web and email design has evolved over time.Previously, desktop computers were the most commonly used device to view websites and emails. Today, mobile phones are ubiquitous and part of our lives.We use mobile phones for most of our everyday tasks. From waking up tolistening to our favorite podcasts, managing our project, chatting on Slack with our colleagues, and, yes, checking emailsThe shift in how users view content forces marketers and designers to approach email creation with a slightly different mindset – using a "mobile-first" design method.

What is Mobile-First Design?

The mobile-first design method encourages us to build emails and websites considering the smallest device first. This means that as your design process continues, additional functionality and content is added for larger screens, such as desktops.A Bluecore report shows that "59% of Millennials and 67% of Generation Z use their smartphones as their primary email source." Given that a vast majority of your subscribers are most likely part of these generations, it is safe to assume that ignoring mobile-first design could result in low email engagement.It is easy to see that mobile-first is essential. However, it does come with its challenges that could become barriers to your success. These barriers include spam filters, ineffective subject lines, long graphic load times, or accessibility concerns.To get a better understanding of these challenges and best practices to tackle them, continue reading.

Why Should We Optimize Emails for  Mobile Responsiveness?

Reports by Litmus show that "roughly half of all email opens occur on mobile devices." In fact, SaleCycle shows that "42.3% of people delete emails on their devices when they're not optimized for mobile."Unfortunately, a majority of marketers have yet to embrace mobile email design. A 2020 study by SuperOffice found that "nearly one in five email campaigns were not optimized for mobile viewing."By ignoring mobile design, even your best emails could be providing your reader with a poor email experience, and you could be missing out on the benefits it can provide, such as:

  • Increased conversion rates
  • Higher open and click-thru rates
  • Fewer opt-outs
  • Better email delivery rates

Mobile Email Design Stats to Make You Go Hmmmm….

Here are some moreinteresting mobile email stats that might make you consider upping your mobile email game.

  • "Almost every report on email open rates concludes that mobile is responsible for at least 50% of all opens" (Campaign Monitor)
  • "70% of users will delete poorly formatted emails in under three seconds." (Campaign Monitor)
  • "Mobile transactions accounted for 71% of sales on Black Friday and Cyber Monday in 2021." (Shopify)
  • "Smartphone users spend five to six hours daily on their phones, not including work-related use." (Statista)

See also: Top Email Design Trends for 2022

Creating Mobile Responsive Emails: 8 Best Practices

As we've outlined, you have much to gain from investing time in learning about responsive email design for mobile. According to MailChimp"launching a mobile responsive email design can increase unique mobile clicks by 15%".So, let's unwrap some essential best practices for creating responsive emails that convert and make you more confident in mobile email.

1. Best Email Subject Lines

The best email subject lines are the ones that intrigue you, offer you a deal, or require you to take action. While desktop allows up to 60 characters to reel your reader in, mobile-only has the capacity for 30-35 characters.

The Stats on Subject Lines:

  • "Subject lines influence 33% of email recipients to open the email." (OptinMonster)
  • "Subject lines can cause 69% of people to mark the email as spam." (OptinMonster)
  • "Using an emoji in a subject line can increase open rates by 56%." (Experian)
  • "Subject lines that use personalization increase open rates by 50%." (Marketing Dive)
  • "Including a sense of urgency can increase open rates by 22%." (OptinMonster)

When you have so much riding on such a small amount of real estate, you may feel pressured to deliver brilliance each time.An effective subject line is one of the most important and it might seem like a difficult and daunting task. Lucky for you, we're here to help. Here are some tips to make writing a short and effective subject line:Ways to improve your subject line performance Right Away

  • Personalize it
  • Avoid salesy-phrases like "apply now," "cash bonus," and "earn money"
  • Include a keyword for SEO Optimization. 
  • Add some emojis for an extra dose of personality 
  • Make it timely and specific
  • Add a sense of urgency
  • Keep it relevant to your copy

Don't Forget About Preheaders

The preheader is the text line displayed under the subject line in your email. You can use this additional real estate to get someone to open your email. We'll talk more about A/B testing and how you can test the effectiveness of your subject line and preheaders.

2. Best Practices for Designing Emails for Mobile 

In a mobile-first email design world, design starts with the mobile user's needs and then the desktop user's needs. Approaching design with this mindset will ensure you're delivering the best experiences to most of your audience who choose to use mobile for email.A good mobile-first email design will include:

  • A single-column layout
  • Simple copy
  • Standard fonts
  • Limited, on-brand color

Single-column Layouts

A responsive email designed with a single-column layout will be well-received by users on any device. It is by far the most accessible format to navigate from a smartphone.The single-column email makes it easier to focus on the messaging, presenting information in a precise order using a hierarchy. The content will scale and fit nicely regardless of the device used to view it.

Copy

Continuing with our subject line guidance above, keep copy simple. It can be challenging for someone to read a large amount of text on a small screen, like that of a mobile device.Keep the experience enjoyable by landing your message quickly before users scroll past it. Here are some tips for how to write short, goal-oriented sales copy:

  1. Have one goal in mind, and try not to do too much more than that with one email message.
  2. Keep a consistent brand voice throughout the email.
  3. Use subject line and preheader text to add to the email's content.
  4. Use active words that engage.
  5. Get specific – don't use too many fluff words that take up space.
  6. Have someone else read it to make sure your message is clear.

See also: 4 Steps for Writing Better Emails and Collaborating Efficiently

Fonts

Have you ever tried to read a tiny font on a smartphone? Be sure to choose readable fonts – at least 22-point headlines and 14-point body text.We also recommend choosing a standard font and limiting the fonts used to no more than two. Defining this will keep your email legible and looking professional and on-brand.

Colors

We love color and think it can add a lot of fun to design. However, mobile email is not necessarily the right place for a crazy amount of color. Too much design in an email can be distracting from the message, so try to choose one primary color and one or two secondary colors for each email.It would be best if you also considered accessibility concerns when choosing the color for the email. For many mobile users, Dark Mode is a default setting. Not only does it enhance accessibility and reduces eye strain on those with light sensitivity, but also:

  • Preserves battery life on devices by reducing screen brightness and using less energy.
  • Offers a slick and cool dark interface that many prefer.

Read this article for Dark Mode best practices. When using BEE Pro, you can easily toggle on and off the Dark Mode feature to helpsimulate how your messages will be displayed when dark mode is enabled.

Dark mode for Mobile Email Design

3. Optimize Images for Mobile Use

Images are a great way to create visual interest and engage your audience in the content of your email. However, images could also hurt your email's performance if not done correctly.See also: How to Optimize Images for Responsive Mobile EmailsSome common mistakes made when it comes to images include:

  • Images too large to load
  • Images not formatted for accessibility
  • Poor image quality
  • The image is not responsive
  • The image is in the wrong format

To give your readers the best user experience, it's best to use responsive email images in your email design. Using responsive images is one way to keep your design mobile-first and provide a positive experience for mobile users.

High-Quality Images

It is best to export high-quality mobile and web images with a resolution of 72 DPI (dots per inch). While this might sound small, this is not one of those instances where more is better. A 72 DPI guarantees a high-quality image on web and mobile and prevents blurriness.It's also important to consider the image's color values. CMYK (cyan, magenta, yellow and black) color values are meant for print and won't display well on a digital screen. Instead, we recommend images in RGB (red, green, blue) because they work well for high-quality digital images.

Image Size

File sizes impact the total time it will take for email content to render once it's opened fully. In addition, on a mobile device, internet connections could contribute to long load times. Avoid these concerns by optimizing your image sizes for mobile-first email design.For the highest quality image, we recommend adjusting your content area width to around 600px. Images will adapt according to the device used to open the email, so this is the safest route to ensure a high-quality display. Be sure to compress your images for faster loading times.

Image Format

There are many different image file formats, each with pros and cons.

  • PNG: These images maintain their quality when compressed and can export transparently.
  • JPEG: These images are suitable for colorful photos but don't allow transparency and may lose quality with compression.
  • SVG: These images are in a vector format, allowing easy resizing without losing quality.

Image Accessibility

Always consider if you should include accessibility components to assist visually impaired individuals. For example, here are two ways to make your images more accessible:

  • Alt Text: Includes an image description that allows screen readers to describe the image to someone who cannot see it. 
  • Color Contrast: It may be hard for some to distinguish between colors. Reading colorful text on top of a bright background can be especially hard. Consult this guide by Color Oracle for tips on designing for people with visual impairments.

Keep Diversity and Inclusiveness Top of Mind 

As you choose images for your mobile email design, be sure to consider your audience's diverse perspectives. Consider their genders, races, abilities, cultures, ages, and more.If your audience is diverse in these areas, then your emails should also represent this diversity. When you select images, consider if the people in your pictures represent different races, genders, abilities, etc. Here is an articleto help you write more diverse and inclusive emails.

4. Tips for CTA Design

A call-to-action (CTA) can be a link or a button. When designing your mobile responsive email, it is best to use large, colorful buttons for the CTAs. According to Constant Contact, "buttons are 25% more likely to be clicked than a link alone."Sometimes, a thin link can be challenging to find and click on a smartphone. Provide a big, colorful button to get the most attention from your readers. A suggested size is a minimum of 44px x 44px.After you consider how to design your button, next, think about what it says. The purpose of a CTA is to encourage your reader to do something. Here is a list of common CTAs:

  • Sign Up
  • Subscribe
  • Try for Free
  • Get Started
  • Learn More
  • Join Us
  • Register

These CTAs are generic, and some may cause hesitancy because the reader doesn't know what they'll get beyond the button. What does "Learn More" mean?Marketing emails often use engaging CTAs that are more explicit about what the reader can expect. A few examples of more descriptive CTAs include:

  • Download the eBook
  • Sign Up for Weekly Newsletters
  • Book a Free Demo
  • Register for Free Webinar

In your email, it is best to drive attention toward a single action to take. Including multiple CTAs with different activities may cause confusion and, therefore, inaction on the reader's part. Similar to the guidelines for writing the best email copy, keep your CTAs focused on the one goal of your email and don't distract from that goal.Ensure accessibility of your CTAs by using HTML code to define your button instead of inserting an image. Within the code, you can include alt tags to identify the CTA text for a screen reader.

5. Best Use of Space

When designing the layout for your mobile-friendly email design, remember to make it user-friendly as well. It can be challenging to interact with elements on a mobile device if they are too close together. By leaving a good amount of white space around design elements and CTAs, you can help drive a more positive user experience.Often, simple emails can get the message across more easily. Utilizing white space allows a reader to focus more carefully on the action that you want them to take. A good email will contain your logo, simple copy, plain colors, and a clear call to action.How you choose to layout your email will have an impact on the user experience. A modular structure, similar to the layout options provided in BEE Pro responsive email templates, will ensure that your email layout is mobile responsive and presents information in an orderly way.Keep your email layout simple by including these three basic simple and skimmable design elements:

  • Header
  • Body copy
  • CTA

Keeping the content simple and a clean layout will make for a very user-friendly mobile email experience.

6. Best Use of Scroll

According to Campaign Monitor , the average person receives 100-120 emails daily, not including spam. That's a lot of emails! If you take time to read and scroll through every email, that will consume a large portion of your day.That is why many people scan their emails for essential details and only typically give an email 10-15 seconds of their time.For this reason alone, it is important that your email's key message is immediately seen with only a short glance. Don't beat around the bush, or you'll miss out on a potential conversion opportunity.Most readers do not follow a typical left-to-right reading pattern when scanning emails. Instead, their eyes will fly over the copy and images, typically in an "F" pattern.If you have subscribers, they may only be looking at headlines and CTAs.Here are some content tips by Campaign Monitor tokeep your email skimmable

  • Subject lines: For mobile audiences, the best subject lines will be 28 to 39 characters.
  • Preheaders: Most email platforms allow 40 to 100 characters.
  • Email copy: Ideal length is 50 to 125 words.
  • CTAs: Keep it short and sweet at two to five words.

Keeping your email copy concise will keep your message clear and get your point across more quickly.However, keep in mind that CTA placement is still extremely important, even if you have a short email. Don't bury your CTA at the bottom of the email – there's a high probability they won't even get there to see it.Instead, drive a higher level of engagement when you place a CTA before the first scroll. This may mean including a button in your header image or immediately below it. Then, if your email is on the longer side, including a few more buttons later will give them ample opportunity to convert.

7. Is A/B Testing Emails Necessary? 

A strong email marketing strategy will include testing to see if the improvement is achievable. Who wants to settle for the status quo? That said, there are a few different ways to optimize your emails with testing to increase results.HubSpot reports that "Q.A., A/B, and spam testing can lead to a higher ROI of up to 28%". So, where should you start?

Q.A. Testing

Use the test-send functionality available through your email provider to review emails, as they will appear to recipients before deploying them to your entire list. Doing this allows you to test appearance across multiple devices and email clients. Be sure to click on all hyperlinks within the test email to ensure they are linked correctly, and also review any personalization for proper setup.A good Q.A. testing process may also include a review by another person. With remote work at its highest levels, you may need a tool that will provide a suitable platform for collaboration.Ways you can speed up email development and team collaboration include:

  • Reusable content blocks - These ready-made templates allow everyone in your organization to build emails in an organized and repeatable way. BEE Pro utilizes a reusable content block strategy to help users create focused and on-brand emails every time.
  • Style guidelines - Empower all team members to take charge of creating mobile emails when you provide them with a brand style guide. Policies can include color palettes, fonts, text, title sizes, etc., and help keep communications consistent across the organization.
  • User roles and permissions - Allow team members to provide feedback and collaborate faster when you all have access to the email design platform. With BEE Pro, team members can be assigned as designated reviewers and provide timely feedback to speed up email design and launch.

A/B Testing

A/B testing can help you improve the performance of your emails by allowing you to learn what performs better – A or B. This article by 99Firms states that "approximately 59% of companies will perform A/B tests on their marketing emails."

What should you A/B Test? 

  • Subject lines
  • Call-to-action phrases
  • Button colors, size, and placement
  • Salutation
  • Bullet points
  • Video or no video
  • Personalization
  • Sending day of the week
  • Sending time of day

In addition to these items, A/B tests are also helpful in understanding UX design and conversion rate optimization. A study by Forrester Research showed that "better UX design could result in up to 400% increases in conversion rates."

Spam Testing & Email Deliverability

You can use a third-party testing app to check your email for red flag errors that may send your email to a spam folder. Nearly 16% of all emails go missing or get caught by a spam filter. Common triggers that could cause your email to identify as spam include:

  • Long, wordy emails
  • Lots of exclamation points
  • ALL CAPS
  • Too much salesy language
  • I.P. address reputation
  • Domain reputation 

In addition to these items, some design choices could help keep your emails from the spam folder.

What is the CAN-SPAM Act? 

The CAN-SPAM Act enacted in 2003, states that all marketing emails are required to have an unsubscribe option visible on every email. A simple mistake such as forgetting the unsubscribe link could lead you to be found in violation of CAN-SPAM and receive fines or penalties.Other requirements for staying in compliance include:

  • Don't send emails to people who have previously opted out
  • You must remove someone from your list within ten business days of opting out
  • Each email must have the physical address of the sender on it
  • Subject lines can't be deceptive or misleading

If you make it hard for a recipient to unsubscribe from an email, they could flag you as spam, and your email service provider could stop sending your campaigns. Unwanted emails can really bug some people.

8. Accessibility Guidelines for Emails

According to the CDC, 26% of adults in the United States have some kind of disability, making Accessibility design, not a choice but a necessity.The Americans with Disabilities Act (ADA) was implemented in the U.S. to ensure businesses considered how they were delivering products, services, and communications to all Americans. While some outlined guidance is specific, the law doesn't provide much detail around ADA email compliance standards. This makes our job even more critical in monitoring ourselves and ensuring we communicate in an accessible way.Email accessibility is about making sure allyour email recipients can access your message.Here are some best practice guidelines to ensure your mobile-friendly email designs are accessible:

  • Create descriptive subject lines
  • Don't rely solely on color to emphasize – use underlines with hyperlinks
  • Use responsive design 
  • Structure content with headers
  • Include alt text with images and graphics
  • Ensure legible font size and high color contrast ratios
  • Include white space
  • Include an HTML language attribute
  • Left-align text
  • Include captions in videos

The most beneficial changes email marketers can make to email accessibility is to keep content short, subject lines descriptive, and links and buttons easy to see.

Mobile-Friendly vs. Responsive Email Design

When you're preparing to begin optimization of an existing email built for desktop, you should consider if you want to build your emails mobile-friendly or with a responsive email design. Before you can make that decision, let's compare the two options.

Email Width

When you design an email as mobile-friendly, you essentially design the email to fit a mobile device. Typically, a mobile-friendly email will be constructed as a fixed width to the width of a mobile device.Responsive emails, however, are slightly different. First, their construction allows them to conform to the width of whatever device views the email. So, the email will be viewable at full width, whether viewed with a smartphone, tablet, or desktop.

Font Sizes

A mobile-friendly email will only display fonts at the size they were coded, for instance, 14-point body text. However, a responsive email will optimize the font size automatically in proportion to the original to display it legibly on the chosen device.

Layouts

We mentioned earlier that single-column layouts are ideal for mobile-friendly emails. While this is true, designing a multi-column email specifically for mobile is still possible.A responsive email, however, will adjust a multi-column email for a desktop to a single-column display for a mobile device. As part of this adjustment, elements can hide if the programmer chooses to help keep the email at a reasonable length.

How BEE Pro Helps Optimize Email for Mobile

Mobile design mode, available in both BEE Pro plans, helps email marketers optimize email for mobile devices. Functionality in the platform allows users to hide elements to save mobile users space and control how pieces will stack on the smaller device screens.With mobile design mode, users will save time toggling between desktop and mobile designs without needing to enter a preview mode. Also, if you want to change your mobile design, you can do this independently of the desktop design version. We think this is a more efficient and intuitive way to create mobile responsive designs in less time.

Optimize your Mobile Email Design with BEE Pro

With BEE Pro mobile design mode, the system will optimize your email for the best display on a mobile device. This includes adjustments to:

  • Alignment - When desktop designs have a multi-column layout, sometimes the alignment can look odd on mobile. Instead of hiding the contents, the mobile design mode will center-align it to look better.
  • Text size - Set different text sizes for paragraph, list, title, button, menu, icon, and form for mobile display.
  • Padding - Set different padding values for mobile and desktop.

https://www.youtube.com/watch?v=Vki0LNdPtJM

Mobile-friendly Email Responsse Template

BEE Pro provides over 1,500 mobile responsiveemail templates. All of our templates are designed to provide you with peace of mind and ensure that all content is arranged to display optimally on mobile devices. Here are some tips for finding the right email template for you:

  • Usage: How will you use the email? Is it for an announcement or a sale? There are many usage category options.
  • Industry: Get closer to the look you want by filtering down to the industry level. A wide variety of sectors are offered, including automotive, health and wellness, and fashion.
  • Automated: Will your email be sent in an automated message format? There are several great template options available to get your brainstorming. Consider abandoned cart, confirmation, thank you, and password reset emails.
  • Seasonal: Grow customer relationships with timely seasonal email messages. We have various seasonal options, including Chinese New Year, Fashion Week, and the Super Bowl.

After you've selected your template to use, easily drag-and-drop content into the email or landing page. Switch from Desktop to Mobile mode to ensure design and content looks good on any device.

BEE Pro mobile design mode

How Mobile Email Design Implemented with BEE Pro

The Director of Communications for the College of Natural Sciences and Mathematics at the University of Denver became a BEE Pro advocate after speeding up his design process to get work done faster.Since a large portion of his audience where busy college students with mobile devices, he needed a tool that allowed him to optimize emails for mobile. Our intuitive builder provided him with the flexible layouts he needed, along with key features like mobile optimization, for him to be successful at his job.With BEE Pro, the director could quickly complete email designs with easy-to-implement content blocks and use mobile optimization to design on-brand emails. It worked well with his email-sending platform and made his email marketing experience much smoother. In addition, quick preview tests allowed his boss to review emails quickly and stay organized for a more seamless workflow experience.You can read more about the University of Denver's BEE Pro story.

What Comes Next?

Now that you've become a pro at mobile responsive email design, check out our tips on creating landing pages that convert. You can use BEE Pro to effortlessly create responsive landing pages from scratch or use one of our templates.BEE Pro helps anyone design emails and landing pages with our easy-to-use, drag-and-drop, no-code editor. Get access to over 1,500+ email and landing page templatesprofessionally made by 30+ Designers. We are always launching new designs, so there's always something new to discover!Take your email and landing page design to the next level by subscribing to BEE Pro. Happy designing!

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

Sign up today -- it's free!

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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