Beefree blog

How to format fundraising emails to increase donations

Beefree team
Beefree team
Nov 27, 2015
How to format fundraising emails to increase donations
How to format fundraising emails to increase donations

In our Design Inspiration post this weekon design tips for end-of-year fundraising campaigns,we identified six key ways to increase donations through email: tell a story, make your first headline count, create structure with a modular layout, use typography and good design to make a statement, strategically place your calls-to-action, and get personal. As we wrap up 2015, fundraising is going to be a huge focus for many organizations, and the need to stand out is greater than ever.

Today's workshop

Our workshop this week will lead you through the steps to follow to create your own successful fundraising emails, guaranteed to increase donations to your organization.One email we included in the post, from Memorial Sloan Kettering Cancer Center, had an interesting layout that caught our eye:

MSK

The email is simple: it's a letter from the senior vice president of development that tells a story, gets personal, and speaks directly and candidly to potential funders. Though it'sa long, text-heavy email, smart text formatting maximizes readability andcreates a sense of organization:

  • The text is black on a white background
  • Paragraphs are kept short
  • Bold font makes key takeaways stand out
  • Linked text is obvious in blue and because long strings of text are linked (vs just linking one word)

There aren't any elaborate design elements, but the email is focused andcommunicates a clear message that leads to a clear call-to-action. That wide, blue "Give now" CTA is well-placed, as research has shown that placing a CTA button below the fold canincrease clicks by 304%.That's because it's critical to let readers know why they should take action—with great copy and visuals—before actuallyinviting them to act.But Memorial Sloan Kettering can't count on each subscriberto read or even skim the entire thing. It's essential to communicate the key message quickly at the top of an email, so that even with a cursory glance, readers can get the gist.MSKcovers their bases by leaving their key CTA button at the close of the email but by also includinga succinct summary version of their email in acallout box in the upper right corner.With this cleverlayout design, MSK simultaneously keeps its main message above the fold withaCTA button, whilea second CTA closes the message for those with the time and interest to read the full email. It’s a great tactic for reaching as many readers as possible.

Let's get started!

The text formatting in the body of the MSK fundraising email is straightforward, but how do you create a callout box in a single-column email that isn't the full width of the email,formatting it so it has a border and a CTA button, and make sure that the entire email is responsive and looks great on mobile devices? That complex layout design is exactly what we'll cover in today's workshop. We'll use the BEE editor—it's free, online, and requires no registration, so feel free to give it a try and follow along with us.

Getting the structure right

First, let's break down the anatomy of the email,orthe structure of the modules that make up the message.

MSK markup

The email has three rows: the first one is split into two equal-width columns, each one containing an image that makes up the header. The second row also has two columns, but the left column is wider than the right. And the final row is one column, containing most of the body of the email.To get started, we'll recreate this structure in BEE, stacking these three containersatop one another from the Structure menu. This is the most important part of setting up our email—including the callout box—for success.

MSK structure 123

So our email layout looks like this:

Screen Shot 2015-11-27 at 9.57.37 AM

Already, we have our complex layout set to go! The BEE editor allows us to customizecontent arrangementat a granular level, so positioning that special callout box isa piece of cake. Keep reading for instructions on how to bring it to life.

Arranging the content

Now that thestructure of our email is in place, we can drag in the appropriate content blocks.The header will have two images side-by-side, one for the MSK logo and one for the horizontal blue line.The second section will havetext on the left for the body copy, as well as text and a button on the right where we'll build our callout box.The third section will be text, followed by the final CTA at the bottom.Here's how it looks:

Screen Shot 2015-11-27 at 10.09.53 AM

Before we drop in the actual content, let's go to the Body menu and set up our content properties. We'll want to increase the width of the email to 600px to match Memorial Sloan Kettering's. The font used is Georgia, and the link color is a boldblue.

Screen Shot 2015-11-27 at 10.19.53 AM

Now let's drop in the actual content. We saved the images from MSK's email, so we can easily drag those in for the header. Then we'll simply copy and paste the rest of the text.Here's the email with all content in place, before makingany formatting changes or adjustments.

Screen Shot 2015-11-27 at 10.28.16 AM

Formatting the header

There are some obvious changes needed to be made to the header so that it better matches MSK's.Here's ours:

Screen Shot 2015-11-27 at 10.31.44 AM

And here's MSK's:

Screen Shot 2015-11-27 at 8.42.52 AM

Starting on the left, if we select the MSK logo, we can left-align it in the Content Properties menu on the right.

Screen Shot 2015-11-27 at 10.32.50 AM

Then we need to bring the blue line down so that it's center-aligned with the logo.The easiest way to do this is to adjust the top padding on the image, increasing the white space between the line and the container's upper border. To do this, we'll select the line image, then navigate to the Spacing section of the Content Properties menu. We'll make sure we can see More Options, then increase the top padding to 20.

Screen Shot 2015-11-27 at 10.36.17 AM

Now we're in business!

Screen Shot 2015-11-27 at 10.36.56 AM

Formatting the callout box

The text in the callout box is Georgia size 14, with the second paragraph bolded, and the last sentence linked. All the content is centered. We'll mimic all of that in BEE with text editing menu that appearswhen we select text:

Screen Shot 2015-11-27 at 11.07.51 AM

Next, we'll format the button so that it's the full width of the callout box (adjusting the width to 100% in the Content Properties menu) and so it's the same blue color as the links (we'll copy and paste that HTML color code from the color we chose in the Body menu). We'll also use Arial for itsfont. For step-by-step instructions on all the ways to format CTA buttons in BEE, check out our postHow to design bulletproof CTA buttons in email.

Screen Shot 2015-11-27 at 11.08.52 AM

Now our button looks more like Memorial Sloan Kettering's:

Screen Shot 2015-11-27 at 11.10.07 AM

Lastly, and most importantly, we need to set this callout section apart from the email with a blue border. If we click the row that holds the first part of the body text on the left and the callout box on the right, we're shown a Column Properties menu that allows us to customize individually each column. This is an exciting feature of BEE. Each column we create can have its own custom background color, border color and width, and padding.

MSK columns

In this case, we'll format Column 2 so that it looks like MSK's callout box. Select the Column 2, and scroll down to the Border menu. Increase the border from 0 to 1. Then paste in the same blue color code to change the border from transparent to the color we want. Check it out!

Screen Shot 2015-11-27 at 11.10.57 AM

Just like that, we have our callout box! When you make your own, you could also try adjusting the background color and border width and color. Let us know how it goes!

Final adjustments

To complete our email, there are a few final tweaks to make:

  • Add bold emphasis and links to appropriate sentences in the body text
  • Adjust the padding between content structures so all the pieces of the email are spaced equally
  • Format the final CTA button to be the full width of the email and the same blue color
  • Preview the email to see how it looks on mobile

In preview mode, we can check out our responsive design in action. It's really coolto see how the header design and callout box respond beautifully to the smaller screen size:

Screen Shot 2015-11-27 at 11.28.09 AM
Screen Shot 2015-11-27 at 11.28.47 AM

It's clear Memorial Sloan Kettering put some time and thought into this email design to optimize readers' experience and, hopefully, bring in donations.Fortunately, in an email editor like BEE, it's simple to put together complex layoutsthat look great on all screen sizes and accommodate the reading preferences of your subscribers. Try the BEE email editor and maximize the impact of fundraising emailsthis season, and let us know how it goes!

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How to Leverage AI in Email Marketing 2024 & Beyond

Emily Santos
Jun 11, 2024

If you haven’t started exploring AI and how it can impact your content and email marketing, it may be time to join the club. According to HubSpot’s State of Generative AI survey, 82% of marketers report that generative AI has changed how they create content. 

Today’s artificial intelligence can be an influential asset in your email marketing. From creating personalized content to delivering next-level data analysis, AI can support every step of your email creation process.

Understanding AI in email marketing

As AI capabilities expand, the societal perception that AI will eliminate jobs grows. While it is true that AI can transform an email marketing program, allowing for more efficiency, it isn’t a replacement for your email marketing team. 

Instead, AI-powered solutions are power tools to enhance your team's ability to create more engaging, effective, and high-performing campaigns. Additionally, for small teams with limited resources, AI makes email marketing more accessible and allows larger teams to scale production. 

How are email marketers leveraging AI?

Influencer Marketing Hub shows that 63% of marketers are currently using AI in their email marketing. While AI is mainly known for its content optimization capabilities - there are various other ways marketers can harness the power of AI, unlocking its full potential: 

  • Automation: AI tools can automate routine and repetitive tasks. For instance, when folks sign up for your newsletter, AI can manage those new contacts and segment them to receive an onboarding email sequence.

  • Personalization: According to Campaign Monitor, personalization can increase email marketing revenue by 760%. AI can spot patterns in customers’ activity and use these to personalize their emails, such as sending them content about a topic or product they’ve been viewing on your site or product recommendations based on their browsing history. 
  • Analytics and insights: AI is excellent at gathering and analyzing data for insights that will help you improve your future campaigns. For example, it can identify the best times to send emails to particular customers, increasing engagement. 
  • Segmentation: Dividing your mailing list into segments based on customer behaviors and patterns is crucial when sending targeted campaigns to customers. AI can help by picking up patterns and creating segments based on these patterns, allowing you to send relevant content to the right people.

Challenges and considerations of AI

As much potential benefit as AI has for email marketing, no change comes without its challenges. Some challenges to consider are: 

  • Data privacy concerns: Data privacy is always concerning when using third-party solutions. Given that AI handles large volumes of personal data, it is vital to ensure that the solutions you onboard comply with regulations such as GDPR and CCPA. Additionally, communicate these changes to users, updating your terms of use and privacy policy to promote transparency. 

  • Errors: Because AI is driven by the data it is trained on, errors or biased outcomes are possible. However, we believe this to be true without AI as well. It is important always to have multiple steps of quality control and assurance and to fine-tune AI prompts to avoid biased responses.

  • Loss of human touch: As mentioned earlier, AI is not meant to replace email marketers but to support them. Regarding email marketing, a human touch and a conversational tone are crucial for engagement, something AI simply can’t achieve alone.

How to get started using AI in email marketing

With all the potential AI has in your email marketing, if you haven’t tried it out yet, now is the time.

  1. Audit your email marketing process, jotting down areas of opportunity.  As interesting as AI advancement is, it is not necessary to use AI simply for the sake of using new technology. Once you clearly understand your current email marketing process, you can identify specific areas where AI can enhance your efforts. 
  1. Make small but measurable changes. Compare performance between AI strategies and manual strategies. For example, send out two campaign versions, one with AI-generated content and the other with content you created without AI, to see which one performs better. Use these results to determine where AI can make a practical, profitable difference.
  2. Identify the most repetitive or time-consuming aspects of your email marketing. Automating these tasks with AI can significantly improve efficiency and free up valuable time for more strategic activities. Use this list to help you find the right tools. 

AI email marketing tools

With over 70,000 AI businesses worldwide and 42% of companies exploring how to integrate AI, it’s easy to get overwhelmed - so where do you start? Here is a roundup of some of the top AI solutions allowing marketers to optimize their email operations: 

  • Grammarly: This solution needs no explanation. Grammarly is a leading AI-powered copy editor helping marketers create clear, concise, and error-free messaging. 
  • ChatGPT: The tool that changed the AI game. ChatGPT serves as a solution for ideating, writing, and proofreading copy for marketers. Many tools, such as Beefree, have integrated ChatGPT into their product, empowering users with a built-in AI assistant for all content needs. 
  • Seventh Sense: Seventh Sense analyzes when your recipients open and click emails, spotting patterns and then automating your email send times to send emails to individual recipients when they’re most likely to open them.

A new generation of email marketing with AI

The power of AI in email marketing is undeniable. For email marketers, AI solutions can help create more relevant, timely, and stronger customer relationships, inevitably driving higher conversion rates. However, the adoption of AI shouldn’t be just for adoption sake. 

At Beefree, we take pride in slow progress that helps solve users' most prevalent needs. Our implementation of the AI copy Assistant has helped Beefree users save time juggling from tool to tool and optimize email content directly in-app. This is how we recommend you embrace AI, making perhaps small but meaningful changes in your process that allow you to stay ahead in this new, fast-paced era of email marketing

If you’re ready to optimize your email marketing efforts and try AI, consider trying Beefree—after all, it’s free! 

The Future of Email Marketing in 2024

Explore the future of email marketing trends like AI personalization, multi-channel experiences, and other innovative digital strategies for enhanced engagement.
Emily Santos
May 24, 2024

While new marketing platforms pop up everyday, marketers are not tossing email to the side. While some claim that Gen Zers don’t use email and refer to other platforms such as TikTok and Instagram to make purchases,  a recent poll by Media Post reports 53% of Gen Zers still enjoy getting weekly emails from their favorite brands.

Jennifer Harmon, Content Strategist and Creator of Convince & Convert, confirms that email marketing is likely to only become more important as changes continue to happen with paid media, cookies, and permissions.

With a ROI of $36 for every dollar spent and 79% of marketers naming email as one of their top effective channels, the idea that email is dead is ... well, dead.

The continuing dominance of email marketing

It isn’t luck or routine that keeps email marketing alive and thriving, but rather it's unique advantages:

  • Unparalleled reach: Email marketing provides a direct channel to connect with vast audiences worldwide. With an expected 4.73 billion email users by 2026, marketers can leverage automation tools to send personalized emails at optimal times regardless of geographical boundaries or time zones.
  • Personalization at scale: In addition to being able to reach audiences far and wide, email marketing allows marketers to personalize messages at scale. With segmentation and automation tools, personalization requires minimal manual intervention - a benefit not offered by other digital platforms.
  • Cost-effective growth: Unlike other marketing methods that may require investment in print materials or ads, email campaigns can be executed at a fraction of the cost. As the audience base grows, With the right tools, marketers can easily scale email production as their audience base growth.

Key trends shaping the future of email marketing

As we delve into the growing need for marketers to not only catch the attention of their audiences but also to connect and drive conversions, there are three key trends shaping the future of email marketing:

AI-driven personalization

According to Hubspot, segmented emails have 30% more opens and 50% more clickthroughs than general emails send to your mass audience. The need for segmenting and personalization aren’t new but the way we approach them is.

AI today is used as a power tool to collect relevant data about users. For instance, it can use customers’ purchase history or viewing history to email them personalized product recommendations. This is increasingly important, with 71% of consumers now expecting personalized interactions from brands, but it is only the tip of the iceberg.

63% of marketers of marketers leverage AI to help them get more done, faster. ChatGPT or bullt-in AI solutions tools like Beefree’s AI copy assistant make it easier to find the right messaging for email campaigns, by optimizing existing copy or tailoring copy to unique audiences they might not know much of yet.

Interactive email experiences

Interactive email content achieves 73% higher click-to-open rates, according to Martech Advisor. Interactive email content includes surveys, polls, carousels, gamification elements, and more. Email builders and third-party solutions have made integrating such content easier than ever allowing the every-day marketer to up their email content without the need for developers.

Microinteraction such as small animations or a CTA hover are growing in popularity.These small elements make an mundane task such as reading emails, an interactive experience.

Navigating the challenges and seizing opportunities

While innovation brings a world of possibilities, it also brings a few challenges for marketers. The rapid pace of emerging trends and their life cycle makes it hard for marketers to quickly adopt and stay ahead of the competition without causing email fatigue. Additionally, as highlighted by Norton, 69% of users are more concerned than ever about their data privacy, which in turn makes them more wary of what they engage with.

Email fatigue

Frequent emails result in email fatigue leading to reduced engagement rates, or worse case scenario an increase in unsubscribe rates. To combat this, it's crucial to strike the right balance in email frequency to your industry and audience. While finding the the right frequency is not a one size fits all, we recommend auditing your emails sends.

Start small with sending the right emails at the right time like when a user first subscribers or completes a desired action. Slowly integrate additional content and test its performance. Each email should serve a specific purpose and provide valuable and relevant content, this is where segmentation and AI-driven personalization becomes your best friend.

Privacy concerns

While for marketers the ability to collect a wide range of data on user demographics and behaviours is gold, for users this brings concerns. Marketers can mitigate these concerns by making consent and transparency regarding data collection and usage easily understood with an option to opt-out. Not only does this allow users to make informed decisions, but in the long term allows for increased trust and loyalty.

AI biases

While biases is not exclusive to AI, the rise of Artificial Intelligence has brought this concern to the forefront of marketer's mind.

Because AI is influenced by the historic data it processes and individual prompts, it may inadvertently perpetuate responses based on stereotypes and biases patterns. This can lead to content that is skewed and alienates certain segments of the audience.

Much like anything else that is public facing, we recommend implementing internal process to detect biases. This may mean having a review process in place to cross-reference AI outcomes with multiple folks with different background and experiences. Another suggestion is to regularly audit AI prompts keeping diversity and inclusivity top of mind to ensure fairness and accuracy.

Beyond the inbox: Integrating email marketing with other digital marketing strategies

As valuable as email marketing is, 72% of customers say they prefer to engage with brands through multiple channels. By coordinating email marketing efforts with other channels, marketers can build engaging and cohesive experiences for customers. In the same way that all conversations with a friend feel the same - whether they’re in person, over text, or on the phone - a holistic digital marketing strategy allows marketers to create space for immersive interactions that meet customers where they're at.

The future of email marketing lies in its integration with other marketing channels. Some standout ways to do this include:

  • Landing pages: For marketers, landing pages helps lead customers to take a desired action, increase conversion. For users, this cohesive integration offers a smooth transition from email to a browsing experience where they can find more information that helps them make educated decisions.
  • Social media: Marketers can leverage the power of social sharing, UGC, and email marketing to amplify their reach and establish a balance of nurturing new and existing audiences. For customers, this means a seamless way to engage with one brand regardless of the channel they prefer, fostering a sense of community.
  • Content marketing and SEO: Email campaigns can drive traffic to valuable content resources, such as blog posts, whitepapers, videos, and infographics. For customers, this means having an easy way to acquire new knowledge and interact with the brands they love.

Embracing the future of email marketing

Change is inevitable in all aspects of life and marketing is no exception, but this doesn’t mean you need to throw out your old playbook. Rather, it's about recognizing how the landscape if evolving and adapting. As mentioned today, some of the key areas driving the future of email marketing include AI and automation, multichannel marketing, and the emphasis on enhanced interactivity. While these might seem like heavy strategies to implement, know that you don't have to do it alone.

At Beefree, we're dedicated to empowering marketers with the tools and resources needed to thrive in this dynamic environment. Our intuitive HTML email builder, AI copy assistant, and wide range of email and landing page templates support marketers in the search of innovative solutions to respond to the shift in the market's need.

To find out more, sign up for Beefree today!

Marketing Agency Email Templates to Enhance Your Communications

Learn how your agency can balance multiple brands and email campaigns while saving time with HTML email marketing templates.
Emily Santos
May 17, 2024

For marketing agencies and their clients, email marketing serves as a powerful method of acquiring and retaining clients. In a 2023 survey, 50% of B2B marketers name email as their most effective marketing channel, performing 13% better than social media posts and 11% better than social media ads.

This emphasis on the importance of email marketing, while opportunistic, also presents a new wave of challenges for agencies to tackle.   

Unique challenges in agency email marketing

As a marketing agency in the digital age, staying on top of evolving trends, strategies, and algorithms is hard enough. The pressure to perform doubles when paired with client expectations to quickly develop, monitor, and execute the latest. 

So, how can agencies balance multiple brands and clients wanting to experiment with the newest trend with tried-and-true best practices while maintaining brand integrity?  

Email templates have proven to be a great asset in cutting down email production speed and increasing efficiency and productivity. Jim Maddock, Freelance Email Developer and CRM Consultant has developed over 670 emails for a wide range of departments, artists, and organizations, all extensions of only a few templates he built with Beefree customized to fit different brands. 

Benefits of using HTML email templates vs. custom coding or text-only emails

The days of email specialists and developers being the only ones involved in the email design process are long gone. Text-only emails are now mostly reserved for everyday communications, while HTML emails are used by a wide range of brands and organizations for internal communications and marketing material. 

Unlike text-only emails, HTML emails are dynamic, engaging, and personalized to showcase a brand’s identity and instill brand recognition in readers. 

Because all email-sending platforms support HTML,  email makers benefit from peace of mind knowing that their emails will display as intended across devices and email clients. 

While historically, manually coding HTML emails is known to be time-consuming and tedious work, the rise of no-code email builders is saving agencies valuable time and resources when building emails. To take it one step further, HTML email templates are becoming standard practices. Much like Jim Maddock, agencies only have to create these templates once and reuse them for multiple brands. 

Another option is to source an HTML email template that has already been built and tested for responsiveness, allowing your team more time to work on other deliverables. 

How to choose an HTML template

When choosing an existing HTML email template, there are a few considerations to take into account:

  • Customizability and usability: When working with multiple brands, it is crucial that your agency delivers on-brand designs. When choosing a template, the ability to customize it to fit into any given brand identity easily is non-negotiable. This means colors, fonts, font sizes, images, and more.

  • Versatility: Whether you’re creating an HTML email template from scratch or sourcing one, you’ll probably want to start with a few templates that can be used in multiple ways to decrease the amount of time spent on repetitive designs. An effective template should have all of your email's basic elements: hero, footer, and nav bar, and it should be flexible enough to add or remove blocks as needed. 
  • Best practices: The right HTML template follows email design best practices, including mobile-first design, dark mode, and spam prevention guidelines, to ensure an optimal viewing experience and delivery. 

By choosing an HTML template that fulfills all of these elements, you can quickly iterate the template to try new strategies (pleasing your client) while standing upon a strong foundation of what makes an effective email campaign (pleasing your agency). 

3 Essential email templates for marketing agencies

If you’re unsure where to start on your search for an HTML template, you’ve come to the right place. Below, we’ve curated three essential email templates for marketing agencies in the Beefree catalog. 

The Beefree HTML template catalog hosts 1,700+ templates for a wide range of industries, holidays, and usage. All templates are free to use on the Beefree editor and completely customizable to fit any brand style guidelines. The email builder also ensures that all emails created with Beefree render properly across all screen sizes. 

While assigned to a specific category, the following templates have been chosen due to their versatility. With a little creativity, each of the following templates can be used for a wide variety of email campaigns, industries, and brand styles due to their layout and simplicity.

Welcome email template

A welcome email template is just as it sounds - an introduction to who you are. While the contents of an email template may vary depending on the industry or purpose, there is usually a similar story told through them: this is who we are and this is what we do. Here is an example of an email template designed for an agency: 

At the top, the email provides a space for a logo, a nav bar, and a title. 

Above the fold, the template kicks off with an introduction of “Who are we” which answers to a welcome emails main purpose: introduce new audiences to who you are and connect with them off a first impression. 

As we scroll, the email layout changes to help guide the reader through “what we do” and an introduction to the team with clear CTAs with next steps.

The email ends with a footer containing vital information. 

Browse all Welcome email templates: https://beefree.io/templates/welcome

Newsletter template

A routine newsletter is an excellent way to nurture leads and maintain relationships. Depending on the business, a newsletter offers readers various resources, updates, or offerings. An effective newsletter template offers multiple content block formats to pick and choose from. 

In this example, the template contains a prominent hero section with a bold CTA leading to resource #1. We recommend starting emails with a strong hero section to grab the attention of the reader above the fold. 

As you scroll, new resources are presented using a different layout to help differentiate the multiple pieces of content. 

The final resources in the template are presented in video format, which can easily be interchanged with an image to suit different brands' needs.

Browse all Newsletter templates: https://beefree.io/templates/newsletter

Survey email template

Surveys are excellent ways to gather feedback from different audiences. A survey email template should be short, clear, and concise. The purpose of the email should be easily digested and understood. 

The following template pulls the reader in with a large and clear header and body that clearly communicates to the reader that their feedback is wanted and why.  

This template offers two different ways to collect feedback, making it versatile for a brand’s needs. Below, you’ll see the survey embedded in the template and a CTA linking readers to the brand survey. 

Browse all Survey templates: https://beefree.io/templates/survey

The value of email marketing for agencies

The value of email marketing for agencies and their clients is undeniable. With an ROI of $36 for every $1 spent and being generally low-cost, it is one of the most effective ways to communicate to multiple audiences in one location—their inbox. 

Email templates help agencies save time and resources in email production so that your team and clients can benefit from more time to: 

  • Refine a brand’s messaging to ensure it aligns with its ideal customers. 
  • Personalize emails for the segmented recipients 
  • Grow the brand’s emailing list
  • Optimize email communications and increase conversion
  • And so much more.

Explore Beefree’s email marketing template library

HTML email templates can empower your email marketing agency to create responsive, high-performing, and engaging emails with ease. Beefree makes this process even quicker with its extensive template library and intuitive drag-and-drop builder. In addition, Beefree’s agnostic nature allows you to easily integrate with your client's sending and marketing platforms making it a seamless experience from start to finish.

How to Leverage AI in Email Marketing 2024 & Beyond

Emily Santos
Emily Santos
11 Jun
2024

If you haven’t started exploring AI and how it can impact your content and email marketing, it may be time to join the club. According to HubSpot’s State of Generative AI survey, 82% of marketers report that generative AI has changed how they create content. 

Today’s artificial intelligence can be an influential asset in your email marketing. From creating personalized content to delivering next-level data analysis, AI can support every step of your email creation process.

Understanding AI in email marketing

As AI capabilities expand, the societal perception that AI will eliminate jobs grows. While it is true that AI can transform an email marketing program, allowing for more efficiency, it isn’t a replacement for your email marketing team. 

Instead, AI-powered solutions are power tools to enhance your team's ability to create more engaging, effective, and high-performing campaigns. Additionally, for small teams with limited resources, AI makes email marketing more accessible and allows larger teams to scale production. 

How are email marketers leveraging AI?

Influencer Marketing Hub shows that 63% of marketers are currently using AI in their email marketing. While AI is mainly known for its content optimization capabilities - there are various other ways marketers can harness the power of AI, unlocking its full potential: 

  • Automation: AI tools can automate routine and repetitive tasks. For instance, when folks sign up for your newsletter, AI can manage those new contacts and segment them to receive an onboarding email sequence.

  • Personalization: According to Campaign Monitor, personalization can increase email marketing revenue by 760%. AI can spot patterns in customers’ activity and use these to personalize their emails, such as sending them content about a topic or product they’ve been viewing on your site or product recommendations based on their browsing history. 
  • Analytics and insights: AI is excellent at gathering and analyzing data for insights that will help you improve your future campaigns. For example, it can identify the best times to send emails to particular customers, increasing engagement. 
  • Segmentation: Dividing your mailing list into segments based on customer behaviors and patterns is crucial when sending targeted campaigns to customers. AI can help by picking up patterns and creating segments based on these patterns, allowing you to send relevant content to the right people.

Challenges and considerations of AI

As much potential benefit as AI has for email marketing, no change comes without its challenges. Some challenges to consider are: 

  • Data privacy concerns: Data privacy is always concerning when using third-party solutions. Given that AI handles large volumes of personal data, it is vital to ensure that the solutions you onboard comply with regulations such as GDPR and CCPA. Additionally, communicate these changes to users, updating your terms of use and privacy policy to promote transparency. 

  • Errors: Because AI is driven by the data it is trained on, errors or biased outcomes are possible. However, we believe this to be true without AI as well. It is important always to have multiple steps of quality control and assurance and to fine-tune AI prompts to avoid biased responses.

  • Loss of human touch: As mentioned earlier, AI is not meant to replace email marketers but to support them. Regarding email marketing, a human touch and a conversational tone are crucial for engagement, something AI simply can’t achieve alone.

How to get started using AI in email marketing

With all the potential AI has in your email marketing, if you haven’t tried it out yet, now is the time.

  1. Audit your email marketing process, jotting down areas of opportunity.  As interesting as AI advancement is, it is not necessary to use AI simply for the sake of using new technology. Once you clearly understand your current email marketing process, you can identify specific areas where AI can enhance your efforts. 
  1. Make small but measurable changes. Compare performance between AI strategies and manual strategies. For example, send out two campaign versions, one with AI-generated content and the other with content you created without AI, to see which one performs better. Use these results to determine where AI can make a practical, profitable difference.
  2. Identify the most repetitive or time-consuming aspects of your email marketing. Automating these tasks with AI can significantly improve efficiency and free up valuable time for more strategic activities. Use this list to help you find the right tools. 

AI email marketing tools

With over 70,000 AI businesses worldwide and 42% of companies exploring how to integrate AI, it’s easy to get overwhelmed - so where do you start? Here is a roundup of some of the top AI solutions allowing marketers to optimize their email operations: 

  • Grammarly: This solution needs no explanation. Grammarly is a leading AI-powered copy editor helping marketers create clear, concise, and error-free messaging. 
  • ChatGPT: The tool that changed the AI game. ChatGPT serves as a solution for ideating, writing, and proofreading copy for marketers. Many tools, such as Beefree, have integrated ChatGPT into their product, empowering users with a built-in AI assistant for all content needs. 
  • Seventh Sense: Seventh Sense analyzes when your recipients open and click emails, spotting patterns and then automating your email send times to send emails to individual recipients when they’re most likely to open them.

A new generation of email marketing with AI

The power of AI in email marketing is undeniable. For email marketers, AI solutions can help create more relevant, timely, and stronger customer relationships, inevitably driving higher conversion rates. However, the adoption of AI shouldn’t be just for adoption sake. 

At Beefree, we take pride in slow progress that helps solve users' most prevalent needs. Our implementation of the AI copy Assistant has helped Beefree users save time juggling from tool to tool and optimize email content directly in-app. This is how we recommend you embrace AI, making perhaps small but meaningful changes in your process that allow you to stay ahead in this new, fast-paced era of email marketing

If you’re ready to optimize your email marketing efforts and try AI, consider trying Beefree—after all, it’s free! 

The Future of Email Marketing in 2024

Explore the future of email marketing trends like AI personalization, multi-channel experiences, and other innovative digital strategies for enhanced engagement.
Emily Santos
Emily Santos
24 May
2024

While new marketing platforms pop up everyday, marketers are not tossing email to the side. While some claim that Gen Zers don’t use email and refer to other platforms such as TikTok and Instagram to make purchases,  a recent poll by Media Post reports 53% of Gen Zers still enjoy getting weekly emails from their favorite brands.

Jennifer Harmon, Content Strategist and Creator of Convince & Convert, confirms that email marketing is likely to only become more important as changes continue to happen with paid media, cookies, and permissions.

With a ROI of $36 for every dollar spent and 79% of marketers naming email as one of their top effective channels, the idea that email is dead is ... well, dead.

The continuing dominance of email marketing

It isn’t luck or routine that keeps email marketing alive and thriving, but rather it's unique advantages:

  • Unparalleled reach: Email marketing provides a direct channel to connect with vast audiences worldwide. With an expected 4.73 billion email users by 2026, marketers can leverage automation tools to send personalized emails at optimal times regardless of geographical boundaries or time zones.
  • Personalization at scale: In addition to being able to reach audiences far and wide, email marketing allows marketers to personalize messages at scale. With segmentation and automation tools, personalization requires minimal manual intervention - a benefit not offered by other digital platforms.
  • Cost-effective growth: Unlike other marketing methods that may require investment in print materials or ads, email campaigns can be executed at a fraction of the cost. As the audience base grows, With the right tools, marketers can easily scale email production as their audience base growth.

Key trends shaping the future of email marketing

As we delve into the growing need for marketers to not only catch the attention of their audiences but also to connect and drive conversions, there are three key trends shaping the future of email marketing:

AI-driven personalization

According to Hubspot, segmented emails have 30% more opens and 50% more clickthroughs than general emails send to your mass audience. The need for segmenting and personalization aren’t new but the way we approach them is.

AI today is used as a power tool to collect relevant data about users. For instance, it can use customers’ purchase history or viewing history to email them personalized product recommendations. This is increasingly important, with 71% of consumers now expecting personalized interactions from brands, but it is only the tip of the iceberg.

63% of marketers of marketers leverage AI to help them get more done, faster. ChatGPT or bullt-in AI solutions tools like Beefree’s AI copy assistant make it easier to find the right messaging for email campaigns, by optimizing existing copy or tailoring copy to unique audiences they might not know much of yet.

Interactive email experiences

Interactive email content achieves 73% higher click-to-open rates, according to Martech Advisor. Interactive email content includes surveys, polls, carousels, gamification elements, and more. Email builders and third-party solutions have made integrating such content easier than ever allowing the every-day marketer to up their email content without the need for developers.

Microinteraction such as small animations or a CTA hover are growing in popularity.These small elements make an mundane task such as reading emails, an interactive experience.

Navigating the challenges and seizing opportunities

While innovation brings a world of possibilities, it also brings a few challenges for marketers. The rapid pace of emerging trends and their life cycle makes it hard for marketers to quickly adopt and stay ahead of the competition without causing email fatigue. Additionally, as highlighted by Norton, 69% of users are more concerned than ever about their data privacy, which in turn makes them more wary of what they engage with.

Email fatigue

Frequent emails result in email fatigue leading to reduced engagement rates, or worse case scenario an increase in unsubscribe rates. To combat this, it's crucial to strike the right balance in email frequency to your industry and audience. While finding the the right frequency is not a one size fits all, we recommend auditing your emails sends.

Start small with sending the right emails at the right time like when a user first subscribers or completes a desired action. Slowly integrate additional content and test its performance. Each email should serve a specific purpose and provide valuable and relevant content, this is where segmentation and AI-driven personalization becomes your best friend.

Privacy concerns

While for marketers the ability to collect a wide range of data on user demographics and behaviours is gold, for users this brings concerns. Marketers can mitigate these concerns by making consent and transparency regarding data collection and usage easily understood with an option to opt-out. Not only does this allow users to make informed decisions, but in the long term allows for increased trust and loyalty.

AI biases

While biases is not exclusive to AI, the rise of Artificial Intelligence has brought this concern to the forefront of marketer's mind.

Because AI is influenced by the historic data it processes and individual prompts, it may inadvertently perpetuate responses based on stereotypes and biases patterns. This can lead to content that is skewed and alienates certain segments of the audience.

Much like anything else that is public facing, we recommend implementing internal process to detect biases. This may mean having a review process in place to cross-reference AI outcomes with multiple folks with different background and experiences. Another suggestion is to regularly audit AI prompts keeping diversity and inclusivity top of mind to ensure fairness and accuracy.

Beyond the inbox: Integrating email marketing with other digital marketing strategies

As valuable as email marketing is, 72% of customers say they prefer to engage with brands through multiple channels. By coordinating email marketing efforts with other channels, marketers can build engaging and cohesive experiences for customers. In the same way that all conversations with a friend feel the same - whether they’re in person, over text, or on the phone - a holistic digital marketing strategy allows marketers to create space for immersive interactions that meet customers where they're at.

The future of email marketing lies in its integration with other marketing channels. Some standout ways to do this include:

  • Landing pages: For marketers, landing pages helps lead customers to take a desired action, increase conversion. For users, this cohesive integration offers a smooth transition from email to a browsing experience where they can find more information that helps them make educated decisions.
  • Social media: Marketers can leverage the power of social sharing, UGC, and email marketing to amplify their reach and establish a balance of nurturing new and existing audiences. For customers, this means a seamless way to engage with one brand regardless of the channel they prefer, fostering a sense of community.
  • Content marketing and SEO: Email campaigns can drive traffic to valuable content resources, such as blog posts, whitepapers, videos, and infographics. For customers, this means having an easy way to acquire new knowledge and interact with the brands they love.

Embracing the future of email marketing

Change is inevitable in all aspects of life and marketing is no exception, but this doesn’t mean you need to throw out your old playbook. Rather, it's about recognizing how the landscape if evolving and adapting. As mentioned today, some of the key areas driving the future of email marketing include AI and automation, multichannel marketing, and the emphasis on enhanced interactivity. While these might seem like heavy strategies to implement, know that you don't have to do it alone.

At Beefree, we're dedicated to empowering marketers with the tools and resources needed to thrive in this dynamic environment. Our intuitive HTML email builder, AI copy assistant, and wide range of email and landing page templates support marketers in the search of innovative solutions to respond to the shift in the market's need.

To find out more, sign up for Beefree today!

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