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7 Design Moves for Your Fall Email Campaign

Beefree team
Beefree team
Sep 12, 2018
7 Design Moves for Your Fall Email Campaign
7 Design Moves for Your Fall Email Campaign

Is your fall email campaign ready to go? Even though temps across the country have been uncomfortably high—90s and humid, whew!—brands are in full fall mode. This means inboxes are cooling down with the latest back-to-school offerings, autumn launch announcements, and new seasonal promotions. If you haven't joined in on the fun yet, our list will get you inspired. Whether you're building your fall email campaign or something else, these design moves are ones to try! Read on and check 'em out.

#1. Try an itty bitty animation

Animated GIFs don't have to be the central component of your email. Lately, we've seen emails that offer just a little bit of movement to catch the eye. Check out this one from Harry's introducing a new line of body wash and soap.Subject: Introducing: Body Wash and Bar Soap

Harry's fall email campaign

Can you guess which part is animated? The scents illustration—in the mid-right section—rotates, showing all three options in a clever way:

Harry's fall email campaign

Subtle GIFs like this can be super simple, but they also level-up your email, showing readers some real thought and high-quality design went into it. Here's another example of a little more movement from Article:Subject:Our Labor Day Sale waits for no man ⏰.

Labor Day fall email campaign

And another example of an animated header/logo from Serpentine Gallery:

Serpentine Gallery fall email campaign

GIFs are a great invitation to get creative!

#2. Ask a question

What better way to engage readers than to ask a question! We love a good in-email one-question survey. But look how this recent email from Suiteness turns that concept on its head, asking readers a question that helps them book a room—info that may or may not be for Suiteness's own data collection.Subject: To cook or not to cook

Suiteness fall email campaign

If you choose Yes, you're taken to a landing page that lists hotel suites with kitchens. If you click No, Suiteness provides hotel options with 24-hour room service "for a no-chore vacation." How suite—er, sweet—is that?

#3. Get creative with your photo collage

Photo grids: almost all emails have 'em. But all photo grids don't have to look alike! Did you know that in the BEE editoryou can adjust the padding on an image differently along each side? This means you can create interesting shapes with white space, just like Need Supply Co. does in this stunning email.Subject: FREE 2-DAY SHIPPING / Swedish Connection

Need Supply Co. fall email campaign

Such an unexpected, creative look for an email! It's a simple design move that creates a lot of visual interest. But if asymmetrical design isn't your thing, you can still make your photo grid interesting by varying image size and adding text atop an image in an out-of-the-ordinary way, like in this email fromHelmut Lang.Subject: Autumn/Winter 18-19 Womenswear

Helmut Lang fall email campaign

There's no rule that you need white space between images. These photos jut up against one another, and it creates a nice effect. Plus, that large, yellow type is beautiful on the white background. And remember you can add live, mobile-friendly text on top of background images in the BEE editor.

#4. Spotlight community content

A little bit of user-generated content can go such a long way. Showing readers how other folks are using your product helps them imagine how they might use/wear/enjoy it, too, and it's a chance for you to build brand trust. It's like saying: all these people love our stuff; you might too! There are a ton of variations of UCG out in the email world, and this one from Nisolo is a beautiful recent example:Subject: As seen on Instagram.

Nisolos fall email campaign

Here are some design tips: Make sure you give image credit! (And, consider asking in advance for a user's permission to share). Use an HTML background color beneath and around your image or GIF, and make sure your CTA is bulletproof!

#5. Simplify. Then simplify some more.

We can't write a list around here without including a bit of our very favorite advice: keep it simple! Emails are not websites. Next time you're building a campaign, try stripping away a few sentences. A few images. A navigation menu. An extra CTA button or two. Just try, and see where you end up. You might love your streamlined look! For inspiration, check out the chic vibe Kotn creates in this ultra simple stunning message.Subject: Fall is in session.

Kotn fall email campaign

Here's the full copy of this email: "Layer up. Fall is in season. And two layers are better than one. Shop the lookbook." Boom. Your copywriter will love you when you give them this direction! But seriously, a few lines is all this email needs. The photography here is gorgeous, and the call-to-action only needs to be stated once. Attention spans are short. Give readers a break with a straightforward, beautiful email.

#6. Make it a list

Is there anything better than a good listicle? We gotta be honest: we love this organization technique. Turning content into a list always seems to make it more fun—and maybe even easier—to read and view. This recent email from Hugo Boss is a dynamic example of list fun.Subject: Transition from Summer to Fall with Ease

Hugo Boss fall email campaign

And check out this pretty example from Equinox, too.Subject: Bang out this 12-minute routine

Equinox fall email campaign

We love the zigzag layout and gray background! You can see the text is a bit blurred because it's an image, though. Avoid that by using plain text in your photo collages!

#7. Start with a template

Feeling uninspired? Stuck? Short on time? Get started with a built-in template that you can customize to make your own. Most design platforms have this option. BEE has templates aplenty, ready for you to use on the go! Here's a little preview of a few:

BEE templates fall email campaign

We hope you're feeling inspired by these autumnal email tricks! You can build your own fall email campaign today with a free trial of BEE Pro. The editor is intuitive and easy to use, and all your messages will be mobile responsive!

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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.

How to Leverage Email Campaigns to Gather Sincere Product Reviews

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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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