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How to build a complex email header design | Example from GOOD

Emily Santos
Emily Santos
Oct 2, 2015
How to build a complex email header design | Example from GOOD
How to build a complex email header design | Example from GOOD

Earlier this week, in our second Design Inspiration series blog post, we saw how GOOD magazine uses color, typography, and illustrations in email to create an effective daily newsletter. In today’s email design workshop, we’ll be recreating the GOOD email in the BEE email editor, step by step.Why? Because it contains some cool design ideas - especially in the header section - that we believe you can draw some inspiration from. Follow along and try these email design concepts yourself by using your favorite email editor, or by opening the BEE drag-&-drop email editor in a new browser tab.We've divided thisemail design workshop in three sections. We'll be showing you how to:

To start off, here's the email from GOOD magazine that we're going to focus on. You can find the original email here.

GOOD magazine email example

Getting started with an email layout

As we mentioned, we’ll be using the BEE email builderto recreate the GOOD email in this workshop. It's free, online, and requires no registration, so it's an easy option if you want to follow along!

Step #1: Choose your email template

The first step here is to match the general layout and template structure of the GOOD email. We can see that the GOOD email uses a single-column layout for the majority of the top portion of the email. So let'sstart out bychoosing the basic One column template in the BEE editor, and then drag-n-drop the remaining structures and content blocks.

one column, basic email template in the BEE editor

Step #2: Configure your email layout

It's important to dedicate the right amount of time in the initial layout. Think of the email layout as your canvas. Being organized and diligent in this step will help us speed through the next steps to come.Let's take our one-column basic template. We're going to:

  1. Set some general settings
  2. Add the structural elements we need

Set your general settings

The GOOD email is 675 px wide with a grey background color #f0f2f2 and a white content area background color. To clarify, since the GOOD email is responsive,the 675 px width is a max width setting used on larger screens, but the message needs toignore it on mobile devices that have smaller screens. The nice thing about the BEE editor is that you don't have to worry about mobile rendering issues: all emails created in the BEE editor are responsive and optimized for mobile. For us, this means that we can simply add the desired max width - which is 675 px in this case - and know that it will be properly adjusted on a mobile device.In the BEE editor, we can input these values in the right hand menu under Body > General Options:

General settings in the BEE editor

Add the remaining structures

To complete the email layout we'll need to add the following structures in order:

  • A two-column structure for the heading (as we see below)
  • A one-column image structure for the illustration
  • A two-column structure for the title (on the left) with social icons (on the right)
  • A text structure for the subtitle and text
  • Another one-column image structure for the advertisement
  • Followed by three two-column structures for the sponsored content, the content below that, and for the social footer

The nice thing about the BEE editor is that you can simply drag-n-drop structures in place, from the Structure tab in the right-hand side menu:

ScreenShot1361

The finished email layout should look something like this (below). Note that in this screenshot we've already added content blocks (e.g. image, text, and social blocks) in our structures, which is discussed next.

ScreenShot1362

Step #3: Customize your email message: add images, edit text, set padding, and more!

Now that we have our email layout in place, we can add content to it by dragging and droppingimages, text, and other content blocks from the Content tab, and bypersonalizingeach of them to meet our needs.Let's focus on a couple of the most important content elements in this email, and look at:

  • How to recreate the complex heading of the GOOD email with the use of granular padding and border settings
  • How to visually separate content blocks with the use of background color settings

Building a complex email header design

Recreating the email header design from the GOOD email is not a trivial task. It uses some cool design tricks that can appear hard to implement at first. It's challenging, but definitely doable!It took us about 10 minutes to rebuild in the BEE email editor, and allowed us to further appreciate the flexibility and granular customization the BEE editor provides (so a big "thank you" goes to our development team!). Let's see how we did it: maybe you can use some of these tricks in your next newsletter!

Here's a challenge: Try recreating this same email header design in the email editor that you're currently using. Can you do it? Let's compare!

ScreenShot1363

Before we start, notice that the email header is made up of 4 images:

  • "THE TUESDAY" is actually a resized image (77 x 14 px)
  • The GOOD logo (resized: 180 x 110 px)
  • The pink earmark (resized: 60 x 60 px)
  • The illustration below the black divider (675 x 404 px)

The only text is the date: Sep 15, 2015.In the BEE editor, the structure of the email header design translates to something like this:

ScreenShot1364

Let's upload the images. In this case, we'll upload the three images (logo, earmark, illustration) and have "THE TUESDAY" image as text.

ScreenShot1365

It's clear that we need to resize the images from the specs above. This is actually super easy to do in the BEE editor with the built-in Aviary image editing tool! Check out this quick video tutorial (2:42) on how to resize images for email with Aviary (with the crop tool).Let's use the Resize tool from Aviary under Edit image:

ScreenShot1367

...and this is how our images now look, correctly resized:

ScreenShot1368

The challenge here is getting the pink earmark correctly positioned on the top-right hand side of the email header. Let's see how to do this!Click on the pink earmark image. Under Content properties choose the right align option:

ScreenShot1369

We can see that the position of the earmark is where we want it: on the top, right corner of the email header!

ScreenShot1370

Similarly, we're going to left-align the GOOD logo, write the text above it, and add a bit of padding.

ScreenShot1371

Notice that the padding settings in the BEE editor allow you customize all four sides individually (or all equally). For the GOOD logo we've decided for a padding of 0px (top) 0px (right) 10 px (bottom) 10 px (left). Having granular control on padding is really handy.

ScreenShot1372

And, for completeness, the padding for the heading text is 5px top and bottom and 10px left. Our heading is looking good! Two more steps to go!

ScreenShot1373

The next design element we're going to focus on is the black divider between the heading and the illustration. The original GOOD email has the following border properties: 14px, solid, and black #070c0d. To accomplish this, we are going to editthe top border of the illustration image. Here too, luckily, we can count on granular border control provided by the BEE editor, which allows us to individuallytargetthe top border of the image. How cool is this? :)

ScreenShot1374

The last part of the email header design that we need to work on is the background color: we need to change it from transparent to white. To do so, we need to work with column settings. To access column settings, click to the right of the content area (i.e. where there are no content elements). Notice that the Row properties show up on the right hand-side menu. And, notice the column properties for both columns. The correct setting that we want is:

  • Column 1 (i.e. the column where the GOOD logo is): a white column background
  • Column 2 (i.e. the column where the pink earmark is): same thing, as shown here:
ScreenShot1375

And we're done! We've built a perfect replica of the email header design of the GOOD email.

Where you able to replicate it in the BEE editor or in your email editor? Let us know in the comments below if you had any trouble.

Here's a preview of how the re-created GOOD email looks on a desktop email client:

ScreenShot1376

Bonus tip: Visually separate sponsored content and ads in your emails

Additionalemail design inspiration from the GOOD email comes by paying attention tohow ads are handled: they are elegantly separated from the rest of the content.The key is to always be transparent with sponsored content and ads in your email campaigns. Don't let your subscribers second-guess what is sponsored content and ads versus your own, original content. Luckily, design-wise, it's rathersimple to visually separate sponsored content and ads in email. Let's take the GOOD email. They do two things right:

  1. Lead with their own content, followed by an ad (the ad doesn’t steal the show, but it’s still placed prominently in the email to ensure a good ROI for the advertiser) and...
  2. Maintain transparency by changing the background color of the ad to distinguish it from the rest of the email content.

The main design tactic here is to change the background color. This simple design tactic along with the text "Presented by..." reinforces the fact that it's sponsored content or an ad. Notice that the GOOD email is currently using more than one shade of grey to highlight its content. In detail, the greys in hexadecimal format are #f0f2f2 for the main background color and a lighter grey #f7f8f8 for the sponsored content block.

ScreenShot1378

In case you are wondering, this is very easy to do in the BEE email editor as we saw when building the GOOD heading from above:

  • Load the row properties for the row that contains that content
  • Change the background color of the content block from white to a light grey #f7f8f8, as shown below
ScreenShot1377

There you have it!In this workshop, we've really seen the power of the BEE email editor: from background color settings at multiple levels (think: structure vs. content block vs. row vs. column) to complete control over padding and borders, and image editing.We hope you enjoyed this article: it's part of our email workshops series. Let us know what you think in the comments below, and see you next week for a new workshop!

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Let’s get into it.  

#1. Unique, tailored experiences 

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

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

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

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

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

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

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

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

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

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

#3. Even more transparency around data

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

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

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

#4. The death of static emails

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

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

So what now? 

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

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

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

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

Why product reviews matter

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

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

How to create an email campaign to collect product reviews

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

Segment your audience

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

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

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

Write a compelling email subject line

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

Image sourced from superoffice.com

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

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

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

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

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

Ask specific, concise questions

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

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

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

Make it easy to respond

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

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

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

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

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

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

Optimize email timings

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

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

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

Key takeaways

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

Absolutely — but they need to be strategic.

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

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