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Email Design Trends to Look For in 2021

Beefree team
Beefree team
Dec 9, 2020
Email Design Trends to Look For in 2021
Email Design Trends to Look For in 2021

New year, new email design tactics? That’s a yes from us! Many businesses leaned heavily on email marketing throughout 2020. And email design will only continue to be essential into 2021. With the COVID-19 pandemic, more and more brands are relying on digital channels such as email to communicate with their customers.But the face of email marketing has changed. Email design trends are constantly evolving, and the pandemic has altered customer communications forever. By getting ahead of the biggest email design trends in 2021, you can effectively market your business via email. Email marketing is here to stay--but it's your job to stay on top of the latest trends. Here are the email marketing trends for 2021 that can help increase your engagement. (Looking for more email marketing trends? Check out this post from Jordie at Email Monday: The Future of Email Marketing & Marketing Automation. We're proud to be included!)

Email design trends are constantly evolving, and the pandemic has altered customer communications forever.

Minimalist design

Keep things simple by designing minimalistic emails that are uncluttered, visually stunning and get the point across. Minimalistic emails have fewer design elements; they’re less distracting so your reader immediately knows what you want them to do.White space, easily readable typography and muted colors are all components that can go into designing minimalistic emails. This message from Crate & Barrel is essentially just a header and one image. The color scheme is light and airy and it takes the reader just a few seconds to take in the email and CTA — Shop Now.Subject line: it’s on: CYBER WKND SALE

Email design trends 2021

Customer experience

With the onset of the COVID-19 pandemic, many customers transitioned to purchasing online instead of in-store. For many shoppers, these online buys may be their first digital shopping experience with your brand. So it’s your job to help them through the process as much as possible. You can incorporate customer experience into your emails by:

  • Providing a direct link to open a support chat
  • Answering FAQ’s about buying your products online
  • Offering tips for navigating your website

That's what VideoAsk does here by providing a link to its Help Center in the email footer. The link takes readers to a landing page where they can search tutorials and articles to find the answer to their question. When your customers have a good digital experience, they’ll return to buy from your site again and again.Subject line: Camera shy? We've got the cure

video-ask-email-support

Broken grid layout

Your email doesn’t have to use a traditional layout where all of your design elements are assembled in neat columns. One of the major email design trends for 2021 is a broken grid layout. Essentially, this type of layout makes it feel as if the email doesn’t have columns at all, switching up the structure for a different look. This BEE template is an example of an email with a broken grid.

Use this template in Beefree!

Use this template in Beefree!

Video in email

Video in email was a major email marketing trend we saw going into 2020, and videos will only increase in popularity in 2021. Videos can increase click rates by 65% and reduce unsubscribe rates by 26%! When you add videos to your emails, keep in mind that many big-name email platforms don’t allow video playback within an email (such as Outlook, Yahoo and Gmail). It’s best to embed a link to the video in your message (like GoPro does here) so your reader can open the video on your website, YouTube channel or a landing page.Subject line: Best of 2019 video

email marketing trends 2021

Dark mode compatibility

It’s absolutely essential to add provisions for dark mode into your email marketing strategy for 2021. Every day, more people start using dark mode to view email, so optimizing your emails to be read with dark mode turned on ensures everyone will be able to read your messages. Using transparent images, outlining black text in white and testing your dark mode emails are a few ways to make sure your emails are dark mode compatible. This winter-themed message from Litmus showcases dark mode and light mode done right.Subject line: Live Optimization comes to you, more stats than you can shake a stick at, and more

litmus email light and dark theme

Connection and empathy

2020 has changed many things forever. The way companies communicate with their customers is one of them. This year, brands have learned to connect with their customers on a new level, keeping them informed about everything that’s going on and reminding them we’re all in this together. And that email marketing trend should carry over into 2021 and beyond.This empathetic message from Tuft & Needle’s CEO was sent in mid-March as the COVID-19 pandemic rapidly accelerated in the U.S. It kept customers in the loop and encouraged them to take care of themselves. But you don’t have to wait for a global crisis to show empathy to your customers. Focus on putting your customers’ needs first at every time of year.Subject line: An update from our CEO

email design 2021

Bold colors and text

One of the final email design trends in 2021 that we’re expecting to see is bold colors and text. Many brands are putting text across their hero image, like this stunning example from The North Face. This tactic is a good way to grab your reader’s attention and start the email off strong.Subject line: Get 30% off gear (and gifts) before they’re gone

email design trends 2021

Wrap-up: BEE editor

Start off the New Year on the right foot by using the BEE email editor to design your marketing emails and email newsletters. With BEE’s simple drag-and-drop editor, it’s easy to stay on top of the email design trends for 2021 and create emails that will get more engagement. Start designing for free today!

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two email and email design trends for 2021

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Now, let's be honest—you’ve likely heard about all of these rotating for the last few years. While email marketing has come a long way and is changing faster than ever, there’s only so much you can do within 600x1,500 pixels. However, there are no limits to where your creativity can take you. 

Let’s get into it.  

#1. Unique, tailored experiences 

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

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

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

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

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

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

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

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

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

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

#3. Even more transparency around data

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

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

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

#4. The death of static emails

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

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

So what now? 

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

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

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What do customers think about your brand’s products? The best way to find out is to ask them directly, which you can do via strategic email campaigns.

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

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

Why product reviews matter

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

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

How to create an email campaign to collect product reviews

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

Segment your audience

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

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

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

Write a compelling email subject line

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

Image sourced from superoffice.com

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

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

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

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

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

Ask specific, concise questions

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

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

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

Make it easy to respond

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

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

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

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

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

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

Optimize email timings

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

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

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

Key takeaways

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

Absolutely — but they need to be strategic.

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

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