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How Glossier Built a Beautiful New Product Email Campaign

Beefree team
Beefree team
Oct 11, 2016
How Glossier Built a Beautiful New Product Email Campaign

For any brand, introducing a new product is a big task. There's a lot you need to communicate: what the productis, how it works, why you care about it, andwhy youmade it. Coming up with a click-worthynew product email campaign is a critical step. So we were impressed with beauty company Glossier's new product email campaign around its latest product, "The Supers." Ina series of emails, Glossierbuilds suspense while introducing and promoting the product in a smart and strategic way. Let's take a closer look at how Glossier excels at branding, and how its step-by-step process of sending enticing emails.

A fastidious focus on design

Before we look at the campaign, it's worth mentioning that Glossier isincredibly intentional and savvy when it comes to branding. "Brand is really, really important," Glossier's founder Emily Weiss told Business Insider earlier this yearin anarticle titled, "This beauty startup has become so popular that it has 10,000 people on a waitlist for lipstick." As you can tell from the headline, Glossier's intense focus on brand is paying off.

glossier-hello New Product Email Campaign

Imagery from a Glossier welcome email

The company's visual identity—geared toward its "generation Instagram" audience—is simple and sleek. It features a central soft pink color, a modern sans-serif called Apercu, and a cheeky, playful tone of voice. Each of these elements comes together in emails that consistently communicate well and look stunning. That's what makes this brand definitely worth paying attention to.

Step #1: Build suspense

Glossier's first mention of its new product, a set of face serums called "The Supers," isn't actually a mention at all. Take a look at this email, and tell me if you see anything missing.

glossier New Product Email Campaign

At number4 in the guide, there's a missing product. With the eyeball emoji and playful tone (*coughs*),Glossier subtly alludes to the idea that something might be coming soon. But what makes it work is that nothing else is said.The whole point is to be mysterious and prime the audience to keep a close watch on forthcoming emails for more info. Since there's no new product yet, the call-to-action is simply to shop the other items featured in its new product email campaign.

Step #2: Generate excitement with teaser content

If readers missed the subtle hint from the previous email, this one says it outright: Something's coming.

glossier New Product Email Campaign

There's still no product on displayyet, but it's obvious there will be one soon (on Monday, perthe email's conclusion). This time, eager readers can find out more—if they click through to Glossier's blog, Into the Gloss. The email works because it's startlingly simple. There's barely anytext except for in the subject, header, and CTA button. With just a quick glance, readers get a hint of what's coming, but with so little information provided, curious audience members have a strong incentive to click through to the website if they want to learn more.

Step #3: Introduce the product

And here it is! Glossier's subject for this email is straightforward: "New Glossier serums are here!"

glossier New Product Email Campaign

The email is short and sweet, letting readers get a taste of The Supers in one central image and a very short description. This isn't easy for brands rolling out new products. It's tempting to tell readers why the new product is so great, how it's different from competitors, what it will do, why the price is right, and lots more. However, Glossier wisely treats this email like a teaser (not a website), and provides just the most important information.Want to know more, or purchase? What you want is just a click away with that bulletproof CTA button.

Step #4: Roll out a mini problem/solution campaign

Glossier's new product email campaign actually features more than one product: there are three. As a result, the brand created a mini-campaign to feature each serum one by one.

glossier new product email campaign

We're calling this a "problem/solution" campaign because each email introduces a problem—like feeling stressed—then positions the product as the solution. Eachproblem is carefully presented in a relatable, relevantway specifically forGlossier's audience. Each email also follows the same format, remains short and direct, and uses a classic inverted pyramid layout to direct readers to the CTA. And, the buttons themselves feature great text (specific to the product) and an eye-catching pop of color.

Step #5: Tie it all together

After shining the spotlight on each serum in the mini-campaign, Glossier re-introduces the set of three serums in a roundup of new product email campaign. It maintains the playful tone and concept from the mini-campaign witha simple, highly visual message.

glossier new product email campaign

The text is large enough that the email looks goodon mobile, but the layout could also easily be turned into a responsive infographic optimized for small screens (learn how to do that here!)

glossier new product email campaign

Step #6: Show how to use with other products

Glossier circlesback to the concept of itsfirst teaser email—a guide for how to use its products—in an email showing readers how to use the new product in their routine. As the emails build, we can see that Glossier is presenting readers with small doses of information one at a time. Instead of a long email that dumps product information all in one go, Glossier's email campaign sends targeted, simple messages one at a time.

glossier new product email campaign

Step #7: Feature user-generated Instagram content

The last messagein Glossier's new product email campaign features hand-picked Instagram posts. It's the perfect content to show readers how their peers are already enjoying the product.

glossier new product email campaign

The curated photos fit within Glossier's visual brand identity. They're likely collectedby hashtag or @-tag, and each photo gives the user credit.By sourcing content from its own audience, Glossier strengthens a connection with its community, gets access togreat content without creating it from scratch, and sends the effective message that the product is popular. It's a smart, easy tactic that almost any brand can try.Want to see how another brand sends out a great email campaign? Check out our post about how Fitbit is dominating email stream design.

Wrap-Up: How to Send a New Product Email Campaign

Take a page from Glossier's book and try out these email campaign approaches:

  1. Start slow. Tease your new product announcement in a few emails before making the big reveal.
  2. Keep emails short. Intrigue readers enough so that they'll click through the email to find out more.
  3. Create a mini-campaign within the bigger campaign. Does your product have a special feature or solve a particular problem? Come up with a unique angle and develop content around it.
  4. Show people how to use the product. Let readers see your product in action. Inspire them.
  5. Feature user-generated content. This tactic is a great way to involve your community—just remember to always give credit.

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Color of the Year 2024: What It Is and How to Harness It in Email Marketing

Elevate your 2024 email marketing initiatives by harnessing the influence of the Color of the Year. Beyond mere aesthetics, incorporating this dynamic hue strategically into your campaigns allows you to infuse contemporary flair into your brand communication.
Beefree team
Feb 21, 2024

This year, Pantone celebrates its 25th year of its unique and inspiring Color of the Year program. While many people find the Color of the Year to be simply an entertaining announcement, for marketers, this color can be a gateway toward better connecting with your customers and audiences.

Let's discuss how email marketing pros can stay ahead of the trends and effortlessly infuse the Color of the Year 2024 in your email campaigns.

What Is the Color of the Year 2024?

Each year, Pantone selects a "Color of The Year" that depicts and illustrates the state of the current culture and recent trends. This year's color is Peach Fuzz, Pantone 13-1023.

Source: https://www.pantone.com/articles/color-of-the-year/what-is-peach-fuzz

According to Pantone's reasoning for selecting the color Peach Fuzz, they state that it serves as an expression of the kindness, tenderness, warmth and togetherness that our culture is seeking and driving for in 2024. As Pantone explains, “Pantone 13-1023 Peach Fuzz captures our desire to nurture ourselves and others. It’s a velvety gentle peach tone whose all-embracing spirit enriches mind, body, and soul.” For many, this color embodies a vintage feel, creating a sense of honoring the past while welcoming the opportunities of the future.

How is the Color of the Year chosen?

For Pantone, choosing the Color of the Year is a long and comprehensive effort. Its team of color experts is continuously at work observing the global culture and the expressions of color across fashion, art and design, lifestyles, travel destinations, imagery on media platforms, and so on.

The Color of the Year is both an expression of our present culture at the dawn of a new year and a result of trend forecasting for colors, attitudes, and social movements that will be pervasive in the year ahead. It’s decided by the emerging popularity of the color itself as well as the emotions and concepts associated with the color.

Why does the Color of the Year matter in email marketing?

The Color of the Year can be an excellent asset to your email marketing (and your other 2024 marketing channels) in multiple ways. First, this color is representative of the present culture, which means it’s likely relatable to your present-day audience. It embodies a mindset that your consumers are likely to share - one of warmth, wellness, and interpersonal kindness - which fosters the connection between your brand and the consumers.

Second, the Color of the Year is in keeping with current color and fashion trends. By incorporating this color into your email marketing, your brand looks to be trendy and up-to-date. Even if consumers don’t know what the Color of the Year is, they notice that your emails have a modern, on-trend look.

Ways to use the Color of the Year 2024 in your email marketing

As we step into the vibrant realm of 2024, the Color of the Year takes center stage as a powerful tool for marketers seeking to infuse their strategies with contemporary flair.It serves as a language of its own, capable of communicating emotions, evoking reactions, and establishing a unique visual identity for brands. By incorporating the Color of the Year into marketing initiatives, businesses can align themselves consumer sensibilities, fostering a connection and positioning themselves as forward-thinking.

Use imagery with the Color of the Year 2024

Peach Fuzz doesn’t have to be the core color of your email design for you to benefit from it. When selecting images to include in your

email campaigns, consider looking for images that have Peach Fuzz or a similar color. For example, this royalty-free images from Unsplash each contain peachy hues that have the same mood and essence as the Color of the Year 2024. You’ll notice that the color isn't too prominent, but still stands out and plays well with the other colors in the image. This is a great depiction how you can incorporate Peach Fuzz to pair well with your brand identity.

Source: https://unsplash.com/photos/low-angle-photo-of-white-and-orange-concrete-building--T0La6F_WrE

Align your messaging with the Color of the Year 2024

As we’ve noted, the Color of the Year isn’t just a color; it’s a concept and an embodiment of our culture. You can use this to inform the messaging in your email marketing. In the case of Peach Fuzz, infuse your messaging with a sense of kindness, compassion, and warmth to speak to our current culture and appeal to your audience’s mindset in the present time.

Add the Color of The Year to your seasonal and trendy campaigns

By infusing the Color of the Year into seasonal and trendy campaigns, you not only stay relevant and timely but also capitalize on the cultural and emotional resonances associated with the chosen color, creating a dynamic and engaging experience for your audience. Here are some ideas:

Align the color with changing seasons

Embrace the changing seasons and incorporate the Color of the Year into your email campaigns that align with specific times of the year.

Source: https://beefree.io/template/feel-the-holiday-cheer

Capitalize on fashion and design trends

Stay attuned to fashion and design trends that feature the Color of the Year. Incorporate the color into email campaigns that showcase how your products or services align with current style preferences. Additionally, highlight new arrivals or product collections that prominently feature the trending color, catering to the fashion-forward interests of your audience, such as the template below:

Source: https://beefree.io/template/color-of-the-year-collection-email

Create a sense of urgency and exclusivity

Create a sense of urgency and exclusivity by tying the Color of the Year to limited-time promotions or exclusive offers. Use the color to highlight special discounts, early access to products, or exclusive content, encouraging your audience to engage promptly with your email campaigns.

Sourcehttps://beefree.io/template/color-of-the-year-collection-announcement

Develop themed content and storytelling

Develop themed content around the Color of the Year, telling a story that resonates with your brand and the significance of the color. The email template below serves as a perfect starting point to share share narratives, testimonials, or behind-the-scenes content that emphasizes the emotional and cultural aspects associated with the color of the year.

Source: https://beefree.io/template/how-to-design-with-pantone-peach-fuzz

Does the 2024 Color of the Year suit your brand?

Evaluating whether the 2024 Color of the Year suits your brand involves a nuanced exploration of the color's characteristics and your brand identity. Begin by examining the psychological and emotional associations of the chosen color. Peach Fuzz has a warm, welcoming, and peaceful air that can align well with many brands’ voices and messaging. Consider the values, personality, and messaging of your brand; does the color align with these elements, or does it pose a potential contrast that could enhance visual appeal and captivate your audience?

If the color resonates with your target demographic and aligns with your brand's narrative, it may offer an opportunity to play around your visual identity. However, remember that a balance between staying on-trend and maintaining a unique brand identity is crucial.

Strengthening your 2024 email marketing with the Color of the Year

Embracing the Color of the Year in your email campaigns is more than just a visual choice; it's an opportunity to remain competitive and provide users with something new. By strategically incorporating the Color of the Year, you can create visually appealing and emotionally resonant emails that stand out in crowded inboxes.

The easiest way to experiment with the color of the year in email campaigns is to start with a pre-designed template. Beefree’s "Color of The Year" template collection is a perfect place to start. Our user-friendly email editor makes it easy to customize all templates with your brand identity and effortlessly make a few simple changes to bring Peach Fuzz into your design.

Get started with Beefree - it's free!

How To Utilize Gamification For Your Next Email Marketing Campaign

Transform your email marketing strategy with the innovative use of gamification. Delve into actionable insights and strategies to captivate your audience, enhance engagement, foster brand loyalty, and elevate the success of your next email campaign.
Beefree team
Feb 20, 2024

Today, digital interactions dominate, and gamification has emerged as a powerful tool to capture and maintain audience attention. More than 70% of businesses included in the Global 2000 have adopted gamification as a key strategy.

In this article, we'll explore the significance of gamification in email marketing, understand its core concepts, delve into the psychology behind it, and provide insights on implementing and overcoming challenges in your gamified campaigns.

The psychology behind gamification in email

At its core, gamification in email marketing revolves around incorporating game-like elements to enhance user engagement.

This strategy involves understanding human behavior and motivation and leverages the psychological aspects that make games inherently appealing, such as competition, achievement, and rewards. Together, these insights help email marketers determine the best use of gamification to help drive engagement and shape consumer responses.

Here are the 3 key psychological drivers in gamification:

Intrinsic motivation

Gamification triggers users' desire to participate by incorporating challenges, rewards, and competitions. As a result, this creates a sense of achievement in users brought on by the idea of "winning" and reinforces positive engagement.

Operant conditioning

By strategically designing gamified elements that reward specific actions, marketers create a positive association between user engagement and valuable incentives. This conditioning strengthens the likelihood of users repeating desired behaviors, establishing a cycle of ongoing engagement.

Cognitive biases

Leveraging cognitive biases like scarcity bias allows marketers to prompt quicker responses by offering exclusive rewards or limited-time promotions.

In short, by appealing to individuals' inherent need for achievement and recognition, gamification becomes a powerful tool for capturing and maintaining their attention.

How to use gamification in email marketing

The concept of rewards and incentives helps amplifies the gamification strategy. Offering tangible benefits like exclusive discounts or access entices users to not only engage with emails but also to seek out additional interactions. Let's delve deeper into how you can use gamification to create a competitive edge and engage users in your next email campaign:

  • Points, Badges, and Leaderboards: Creating a competitive edge by rewarding users with points, badges, or leaderboard positions based on their interactions with your emails. This not only helps promote a feeling of accomplishment in users, but also helps foster a sense of community and competitiveness that leads them to climb leaderboards and stand out.

  • Rewards and Incentives: Offering tangible benefits such as discounts, exclusive access, or special promotions to incentivize user participation. This exclusivity makes users feel valued and special, fostering a stronger connection with your brand.

  • Interactive Elements: Enhancing user experience by introducing interactive features like quizzes, polls, or challenges within email content. These elements not only enhances engagement but also provides valuable insights into customer preferences, helping you tailor future content and offerings.

By tapping into users' motivations, whether it be competition, a desire for recognition, or the pursuit of exclusive benefits, you can create dynamic emails that help build a loyal and active audience for your brand.

Benefits of gamification in email marketing

Gamification transforms the user experience from a passive act of scrolling through emails into an interactive and dynamic journey where each click or purchase brings them closer to a tangible reward.

Increased customer engagement:

By turning the email experience into a game-like, subscribers are encouraged to engage with the content, spending more time exploring and interacting with the messages. This heightened engagement not only improves the chances of users absorbing the information presented but also creates a memorable and enjoyable experience, setting the brand apart in the minds of the recipients.

Enhanced brand loyalty:

One of the significant benefits of gamification is its ability to create deeper connections between a brand and its audience. When users consistently engage with gamified email content, they become active participants in a brand experience, leading to stronger brand-customer relationships and increased loyalty.

Higher conversion rates:

Gamification can be a powerful motivator for users to take desired actions. Whether purchasing, sharing content, or subscribing to newsletters, the gamified elements provide incentives and rewards for these actions. This motivational aspect drives increased participation, as users are more inclined to interact with emails, complete tasks, and actively engage with the brand, contributing to a more dynamic and participatory audience.

Improved data collection and analytics:

Gamification allows valuable user data collection through interactions and participation. Users willingly provide information while engaging with challenges, quizzes, or other gamified elements. This enriches your customer database and provides insights into user preferences and behavior. Improved analytics enable marketers to tailor future campaigns based on a better understanding of their audience.

5 Best practices for using gamification in email marketing

Embarking on a successful gamified email marketing campaign requires meticulous planning and strategic considerations. The following strategies and tactics can transform your email campaigns into immersive and rewarding journeys, making a lasting impression on your audience and optimizing your marketing efforts.

  1. Define campaign objectives: Clearly outline the goals of your gamified campaign to align with your overall marketing strategy. Use data-driven insights to identify the objectives and strategy for your emails. This means regularly tracking key metrics such as open rates and click-through rates. Once your campaigns launch, assess the effectiveness of your gamification elements to refine future campaigns.
  2. Identify target audience: Personalization is key to creating a more engaging experience. Understand your audience's preferences and tailor gamification elements to their interests. By leveraging data and what you know about your unique audiences, you can create better segmented gamified content that tailors to individual preferences. This includes personalizing challenges, rewards, and interactions, making the entire experience more relevant and appealing to different audiences.
  3. Choose appropriate gamification elements: Select elements that resonate with your brand and align with customer preferences. Ensure rewards align with audience interests. Go beyond generic incentives by offering enticing and meaningful rewards such as exclusive discounts, early access, or special promotions. It is crucial to adhere to data protection laws, like GDPR and CCPA, in your gamification practices. Communicate clearly how user data will be used and ensure compliance to build trust with your audience.
  4. Integrate gamification into email design: Ensure a smooth transition to gamified content for an intuitive and enjoyable experience. This means visually appealing emails with a user-friendly interface that offers a seamless transition from the email to the gamified elements.
  5. Develop clear calls-to-action (CTAs): Encourage user participation by crafting compelling CTAs that drive desired actions. Clearly communicate what action you want the user to take and highlight the benefits of doing so. Whether it's clicking a link, participating in a challenge, or making a purchase, the CTA should be persuasive and aligned with the gamification goals.

Overcoming challenges in gamified email marketing

When using gamification in email, it is important to find the right balance between gamification elements and the core message of the email. It's essential to integrate gamified features seamlessly without overwhelming or distracting recipients from the primary content. This lack of harmony brings forth two main challenges:

User fatigue

With the increasing use of gamification in various digital platforms, users risk experiencing fatigue or disinterest in engaging with gamified content. If not managed carefully, this fatigue can decrease overall participation and effectiveness.

Mitigation Strategy: To counter this, marketers should introduce variety and novelty in gamified content, keeping users engaged with fresh challenges and incentives. A/B testing is a great way to experiment with different gamification elements to identify what resonates best with your specific audience.

Lack of brand recognition

Maintaining consistency and alignment with your brand image while implementing gamification can be challenging. If gamified elements feel disconnected or misaligned with your brand identity, it may create confusion or a lack of authenticity among your audience.

Mitigation Strategy: Regularly analyze performance metrics and gather user insight to continuously improve your gamification strategy. Actively seeking insights from your audience about their preferences and perceptions allows you to adapt and iterate on your gamified content.

Unleashing the power of email gamification with Beefree

In an era where consumer attention is a prized commodity, the integration of gamification has emerged as a dynamic strategy to captivate and engage audiences within the realm of email marketing. It's important to remember that the essence of success in this area is rooted in persistent experimentation and creative thinking. Embrace the opportunity to try fresh gamification techniques in your email campaigns to maintain a competitive edge.

No-code solutions like Beefree simplify this process by providing an intuitive and user-friendly solution that empower marketers to seamlessly incorporate interactive and gamified elements into their email designs.

So, create a free account and start infusing some fun and interactivity into your email marketing efforts. Here's to the exciting gamification journey – may it bring you great results and enjoyment!

How to Start Using Landing Pages for Email Marketing in 2024

From enhancing user experiences to boosting conversion rates, this blog unveils the indispensable role of landing pages in email marketing and offers practical insights on harnessing their potential. Stay ahead of the curve and explore the key strategies to elevate your email marketing game this year and beyond.
Emily Santos
Feb 16, 2024

In today's fast-paced digital landscape, where algorithms and technological advancements evolve rapidly, we're excited to highlight the ongoing promise of email marketing for those aiming to broaden their reach. Despite the increasing challenge of standing out in crowded inboxes, one consumer need remains unwavering: the desire for a seamless experience.

This is precisely why the combination of email campaigns and landing pages forms an ideal synergy. Together, they empower organizations to seamlessly guide readers from an email to a purposefully crafted landing page, designed to captivate, nurture relationships, and spur action. Let's face it: emails offer limited space for genuine audience engagement. Landing pages step in to meet consumers where they are, providing valuable and relevant content to assist them in making decisions that lead to conversion.

Let's delve into the essential steps for leveraging the potential of landing pages to supercharge your email campaigns.

What is the impact of using landing pages for email marketing?

Unlike a page on your website, a landing page is not part of your site’s navigation. Rather, it is a single page designed with a specific focus and objective, often to help amplify a specific campaign or help increase email subscribers via a sign-up form. 

In email marketing specifically, landing pages are designed to help increase conversion by moving readers toward a desired action in a tailored and cohesive environment. According to a study by Omnisend, landing pages built to drive sign-ups have a conversion rate of 23%, the highest of all forms of “sign-up forms.” 

While emails are often kept short, sweet, and to the point - landing pages offer more real estate to share your why, behind the scenes, and social proof. As a result, this allows your readers to learn more about your brand and products, fostering a deeper connection and engagement.

4 ways to use landing pages in your email marketing

Depending on your desired goal, landing pages vary in structure, design, and layout. Here are the most popular ways landing pages are used in email marketing and how to easily implement them in your email efforts. 

1. Create a sign-up page to capture and nurture leads

Capturing and nurturing new leads is essential for growth. Every email you send is an opportunity to build strong, lifelong relationships with your audiences, but it all begins with a sign-up page. This often simple page can be the bridge between someone being an anonymous reader and an engaged lead.

By designing tailored sign-up pages for multiple campaigns, you can build segmented email lists with automated sequences and consistent messages that appeal to your readers' unique interests.  

It is best practice to keep sign-up forms short and to the point, only asking for essential information, such as name and email address.

In addition, to help nurture your audience, you can ask: 

  • Birthday: Personalized birthday emails are a great way to showcase gratitude towards your audience continuously. We recommend not asking for their birth year, though, as some don’t like to share this information. 
  • If applicable, professional information like their job title or industry. This will help you send personalized content related to their interests or resources they can use for their work life. 

The Omnisend study referenced above recommends only asking three questions in your sign-up form for optimal performance, so keep this in mind when building your page and form. 

2. Share more information about a specific deal or product

Email marketing campaigns focusing on a particular product or promotion can be amplified with landing pages. 

By pairing both, you can streamline and reduce the necessary steps for users to take desired actions. For example, if you are promoting a limited-time discount on a specific product, your landing page could enable customers to directly purchase the item directly at the discounted rate, eliminating the need to navigate through your website to locate the product and input the discount code.

Free Available Templates: Pair our "Color of the Year Collection" email template with the "Color of The Year Collection" page template, to create an immersive experience when sharing your latest curated selection of products and commitment to staying ahead of the trends.

3. Event registration

If you’re hosting an event like a webinar or conference, a landing page is an excellent way to capture event RSVPs smoothly. 

While your promotional emails are usually short announcements, landing pages offer more information and excite your audience, all while offering a convenient way for them to register.

Once they’ve registered on the landing page, you can use this audience to create a segmented list of registrants, send reminder emails, and post webinar materials to further build brand recognition. This is a really great way for new subscribers to get to know who you are. 

For this type of landing page, you’ll want to include elements such as:

  • A straightforward registration form with essential fields like name and email address 
  • Date, location, and time (with time zone) of the event
  • A brief itinerary or agenda of topics you’ll cover
  • A brief introduction to the speakers and their areas of expertise
  • A payment form if this is a paid event
  • If applicable, a list of perks for attendees, like a special offer on your products, a goodie bag, complimentary refreshments, and so on
  • Social media icons to make it easy for registrants to share their attendance or more information about the event to a friend

Free Available Templates: To captivate your audience and maxime registrations, pair our "Agency Webinar Registration Page" with our "Agency Webinar Announcement Email." Whether you're sharing industry insights, showcasing new services, or hosting thought-provoking discussions, this template sequence is your ticket to an unforgettable webinar experience.

4. Asking and receiving valuable feedback

Asking for feedback from customers is abundantly valuable for your business. Not only do you get genuine insight about how you can improve, but you also help build trust with your customers because they see that you’re trying to serve them better.

It’s helpful to set up an email marketing campaign at routine intervals to ask for feedback. A landing page is the perfect way to make it easier (and therefore more likely) for customers to give you their thoughts. On your feedback landing page, include elements such as:

  • A simple and user-friendly feedback form, whether you prefer a survey or a blank comment box
  • Optional customer contact information so you can follow up on particularly interesting feedback
  • An incentive to leave feedback like a special offer the person receives after they submit their answers

Landing page best practices

Landing pages have great potential to boost your business, especially if you design and execute them well. If you’re unsure where to start or how to make your landing pages more effective, use these best practices.

Analyze and understand your target audience

Knowing your audience is one of the most fundamental essentials in marketing, and it holds true in landing pages, too. Understanding your audience allows you to design landing pages that appeal to them and their needs and goals. You want to design your landing pages in a way that is relatable to your audience and aligns with what motivates them to make purchases, sign up for events, or whatever other action you want them to take.

For example, if you have a majority Gen Z audience, interactive elements and videos might help retain their interest, whereas, for older generations, text-only designs may be better suited. If your audience is parents, you might focus more on how your product benefits their families. 

Craft your design with care

With 94% of first impressions being influenced by design, it is crucial that your landing pages are crafted to be user-friendly and help guide and engage the reader without being overly complex. Here are some best practices to keep in mind: 

  • Employing a layout that follows readers’ natural eye movement patterns (left to right)
  • Break up heavy text with white space and visual imagery 
  • Use colors that adhere to your brand’s guidelines to ensure recognition 
  • Ensure call to actions clearly define next steps 
  • Use type hierarchy, using larger and bolder fonts for headlines and subheadings, and smaller, easy-to-read fonts for body text to ensure readability

A carefully crafted combination of layout, white space, and design influences a page’s ease of navigation and the effectiveness of calls-to-action, therefore encouraging readers to take desired actions.

Ensure your pages are cohesive with email campaigns

Email campaigns help set the tone and user expectations, while landing pages help reinforce your brand's value proposition and encourage users to take action. If you use landing pages to support your email campaigns, staying on brand is essential. 

Brand consistency helps ensure recognition and provides your audience with a seamless and cohesive experience. This results in less friction when going from one form of communication to the next. Whereas having one experience via email and another on the landing page may confuse users on the next steps, impacting your conversion rate.

Utilize social proof

Using a landing page to strengthen your email campaigns means offering customers more ways to learn about you, your product, and what it can do for them. Social proof can be used on a landing page to strengthen your value and what it can bring to your customers.Here are some examples of what you can add:

  • Star rating for your product(s)
  • Customer testimonials and reviews
  • Offering data from your past surveys (e.g., “80% of subscribers say they would recommend this service to a friend”)
  • Adding any certifications, badges, and prizes you might have won

Design for mobile first always

When using landing pages to strengthen your campaigns, it’s important to note that 81% of people routinely check their emails on their phones, so chances are that most of your landing page’s visitors will be on mobile devices, too. 

Design your landing page around the mobile experience. This includes avoiding non-mobile-friendly elements such as:

  • Pop-ups
  • Large images and media files
  • Small CTAs
  • Small fonts

And embracing the unique needs that come with mobile-friendly design: 

  • Creating a design hierarchy and layout that flows naturally when scrolling on a phone
  • Ensuring responsive elements that adjust well to each user’s screen size
  • Making CTA prominent to reduce the scroll

The future of landing pages for email marketing

Trends in email marketing are always being shaped by advanced technological capabilities, growing user expectations, and an undeniable need for organizations to stand out in the crowded inbox. Here are our top predictions for the future of email marketing and landing pages: 

Increased need for personalization

Personalization has become a need, not a want in email marketing. In fact, according to SmarterHQ “72% of consumers exclusively engaged with personalized messaging.”

The simple act of segmenting your email list shows readers you care and value their time enough to create highly relevant content that meets their needs and expectations. We predict, that we will soon start seeing personalization move into other channels, including landing pages through the use of dynamic content blocks. 

Gamification & interactive elements

In the previous years we’ve noticed a rise in the gamification of email marketing. Think of a digital spin-the-wheel to get a discount. Interactive elements not only offer a great way to differentiate yourself in the inbox but also lead to an increase in engagement. In the near future, we’ll see organizations incorporate “gaming” elements, challenges, and reward systems into their landing pages to help increase conversion.

AI in scale

While AI has already made its name in the SaaS space, there is still room for growth in email marketing. AI goes beyond helping organizations create content faster. Rather, it serves as a tool for consumers to make more informed buying decisions.

By integrating chatbots and conversational interfaces, landing pages will become an essential part of increasing conversion as they offer support to consumers on product recommendations in real time without leaving your brand's ecosystem.  

Go from an email to a landing page in seconds with Beefree

Navigating the dynamic terrain of email marketing can feel overwhelming, especially when considering the daunting task of incorporating additional design elements. However, Beefree steps in to alleviate this challenge, making the seamless transition from emails to landing pages a breeze.

Acknowledging the complexity of your to-do list, Beefree offers a solution that not only simplifies the process but also enhances the overall effectiveness of your marketing strategy. In one click, transform your email design into landing page and vice versa.

Learn more: https://support.beefree.io/hc/en-us/articles/8890450664978-Using-the-Page-Details-Section

In addition, our catalog of 1,600+ professionally designed email and landing templates, ensures a seamless experience for your readers. This not only empowers you to enhance revenue and engagement but also positions your campaigns at the forefront of today's dynamic digital expectations.

It's time to embrace the boundless potential of your email marketing approach with Beefree by your side - where connecting with your audience is effortless, stress-free, and ... free.

source: https://app.userevidence.com/assets/8453LCXB

Color of the Year 2024: What It Is and How to Harness It in Email Marketing

Elevate your 2024 email marketing initiatives by harnessing the influence of the Color of the Year. Beyond mere aesthetics, incorporating this dynamic hue strategically into your campaigns allows you to infuse contemporary flair into your brand communication.
Beefree team
Beefree team
21 Feb
2024

This year, Pantone celebrates its 25th year of its unique and inspiring Color of the Year program. While many people find the Color of the Year to be simply an entertaining announcement, for marketers, this color can be a gateway toward better connecting with your customers and audiences.

Let's discuss how email marketing pros can stay ahead of the trends and effortlessly infuse the Color of the Year 2024 in your email campaigns.

What Is the Color of the Year 2024?

Each year, Pantone selects a "Color of The Year" that depicts and illustrates the state of the current culture and recent trends. This year's color is Peach Fuzz, Pantone 13-1023.

Source: https://www.pantone.com/articles/color-of-the-year/what-is-peach-fuzz

According to Pantone's reasoning for selecting the color Peach Fuzz, they state that it serves as an expression of the kindness, tenderness, warmth and togetherness that our culture is seeking and driving for in 2024. As Pantone explains, “Pantone 13-1023 Peach Fuzz captures our desire to nurture ourselves and others. It’s a velvety gentle peach tone whose all-embracing spirit enriches mind, body, and soul.” For many, this color embodies a vintage feel, creating a sense of honoring the past while welcoming the opportunities of the future.

How is the Color of the Year chosen?

For Pantone, choosing the Color of the Year is a long and comprehensive effort. Its team of color experts is continuously at work observing the global culture and the expressions of color across fashion, art and design, lifestyles, travel destinations, imagery on media platforms, and so on.

The Color of the Year is both an expression of our present culture at the dawn of a new year and a result of trend forecasting for colors, attitudes, and social movements that will be pervasive in the year ahead. It’s decided by the emerging popularity of the color itself as well as the emotions and concepts associated with the color.

Why does the Color of the Year matter in email marketing?

The Color of the Year can be an excellent asset to your email marketing (and your other 2024 marketing channels) in multiple ways. First, this color is representative of the present culture, which means it’s likely relatable to your present-day audience. It embodies a mindset that your consumers are likely to share - one of warmth, wellness, and interpersonal kindness - which fosters the connection between your brand and the consumers.

Second, the Color of the Year is in keeping with current color and fashion trends. By incorporating this color into your email marketing, your brand looks to be trendy and up-to-date. Even if consumers don’t know what the Color of the Year is, they notice that your emails have a modern, on-trend look.

Ways to use the Color of the Year 2024 in your email marketing

As we step into the vibrant realm of 2024, the Color of the Year takes center stage as a powerful tool for marketers seeking to infuse their strategies with contemporary flair.It serves as a language of its own, capable of communicating emotions, evoking reactions, and establishing a unique visual identity for brands. By incorporating the Color of the Year into marketing initiatives, businesses can align themselves consumer sensibilities, fostering a connection and positioning themselves as forward-thinking.

Use imagery with the Color of the Year 2024

Peach Fuzz doesn’t have to be the core color of your email design for you to benefit from it. When selecting images to include in your

email campaigns, consider looking for images that have Peach Fuzz or a similar color. For example, this royalty-free images from Unsplash each contain peachy hues that have the same mood and essence as the Color of the Year 2024. You’ll notice that the color isn't too prominent, but still stands out and plays well with the other colors in the image. This is a great depiction how you can incorporate Peach Fuzz to pair well with your brand identity.

Source: https://unsplash.com/photos/low-angle-photo-of-white-and-orange-concrete-building--T0La6F_WrE

Align your messaging with the Color of the Year 2024

As we’ve noted, the Color of the Year isn’t just a color; it’s a concept and an embodiment of our culture. You can use this to inform the messaging in your email marketing. In the case of Peach Fuzz, infuse your messaging with a sense of kindness, compassion, and warmth to speak to our current culture and appeal to your audience’s mindset in the present time.

Add the Color of The Year to your seasonal and trendy campaigns

By infusing the Color of the Year into seasonal and trendy campaigns, you not only stay relevant and timely but also capitalize on the cultural and emotional resonances associated with the chosen color, creating a dynamic and engaging experience for your audience. Here are some ideas:

Align the color with changing seasons

Embrace the changing seasons and incorporate the Color of the Year into your email campaigns that align with specific times of the year.

Source: https://beefree.io/template/feel-the-holiday-cheer

Capitalize on fashion and design trends

Stay attuned to fashion and design trends that feature the Color of the Year. Incorporate the color into email campaigns that showcase how your products or services align with current style preferences. Additionally, highlight new arrivals or product collections that prominently feature the trending color, catering to the fashion-forward interests of your audience, such as the template below:

Source: https://beefree.io/template/color-of-the-year-collection-email

Create a sense of urgency and exclusivity

Create a sense of urgency and exclusivity by tying the Color of the Year to limited-time promotions or exclusive offers. Use the color to highlight special discounts, early access to products, or exclusive content, encouraging your audience to engage promptly with your email campaigns.

Sourcehttps://beefree.io/template/color-of-the-year-collection-announcement

Develop themed content and storytelling

Develop themed content around the Color of the Year, telling a story that resonates with your brand and the significance of the color. The email template below serves as a perfect starting point to share share narratives, testimonials, or behind-the-scenes content that emphasizes the emotional and cultural aspects associated with the color of the year.

Source: https://beefree.io/template/how-to-design-with-pantone-peach-fuzz

Does the 2024 Color of the Year suit your brand?

Evaluating whether the 2024 Color of the Year suits your brand involves a nuanced exploration of the color's characteristics and your brand identity. Begin by examining the psychological and emotional associations of the chosen color. Peach Fuzz has a warm, welcoming, and peaceful air that can align well with many brands’ voices and messaging. Consider the values, personality, and messaging of your brand; does the color align with these elements, or does it pose a potential contrast that could enhance visual appeal and captivate your audience?

If the color resonates with your target demographic and aligns with your brand's narrative, it may offer an opportunity to play around your visual identity. However, remember that a balance between staying on-trend and maintaining a unique brand identity is crucial.

Strengthening your 2024 email marketing with the Color of the Year

Embracing the Color of the Year in your email campaigns is more than just a visual choice; it's an opportunity to remain competitive and provide users with something new. By strategically incorporating the Color of the Year, you can create visually appealing and emotionally resonant emails that stand out in crowded inboxes.

The easiest way to experiment with the color of the year in email campaigns is to start with a pre-designed template. Beefree’s "Color of The Year" template collection is a perfect place to start. Our user-friendly email editor makes it easy to customize all templates with your brand identity and effortlessly make a few simple changes to bring Peach Fuzz into your design.

Get started with Beefree - it's free!

How To Utilize Gamification For Your Next Email Marketing Campaign

Transform your email marketing strategy with the innovative use of gamification. Delve into actionable insights and strategies to captivate your audience, enhance engagement, foster brand loyalty, and elevate the success of your next email campaign.
Beefree team
Beefree team
20 Feb
2024

Today, digital interactions dominate, and gamification has emerged as a powerful tool to capture and maintain audience attention. More than 70% of businesses included in the Global 2000 have adopted gamification as a key strategy.

In this article, we'll explore the significance of gamification in email marketing, understand its core concepts, delve into the psychology behind it, and provide insights on implementing and overcoming challenges in your gamified campaigns.

The psychology behind gamification in email

At its core, gamification in email marketing revolves around incorporating game-like elements to enhance user engagement.

This strategy involves understanding human behavior and motivation and leverages the psychological aspects that make games inherently appealing, such as competition, achievement, and rewards. Together, these insights help email marketers determine the best use of gamification to help drive engagement and shape consumer responses.

Here are the 3 key psychological drivers in gamification:

Intrinsic motivation

Gamification triggers users' desire to participate by incorporating challenges, rewards, and competitions. As a result, this creates a sense of achievement in users brought on by the idea of "winning" and reinforces positive engagement.

Operant conditioning

By strategically designing gamified elements that reward specific actions, marketers create a positive association between user engagement and valuable incentives. This conditioning strengthens the likelihood of users repeating desired behaviors, establishing a cycle of ongoing engagement.

Cognitive biases

Leveraging cognitive biases like scarcity bias allows marketers to prompt quicker responses by offering exclusive rewards or limited-time promotions.

In short, by appealing to individuals' inherent need for achievement and recognition, gamification becomes a powerful tool for capturing and maintaining their attention.

How to use gamification in email marketing

The concept of rewards and incentives helps amplifies the gamification strategy. Offering tangible benefits like exclusive discounts or access entices users to not only engage with emails but also to seek out additional interactions. Let's delve deeper into how you can use gamification to create a competitive edge and engage users in your next email campaign:

  • Points, Badges, and Leaderboards: Creating a competitive edge by rewarding users with points, badges, or leaderboard positions based on their interactions with your emails. This not only helps promote a feeling of accomplishment in users, but also helps foster a sense of community and competitiveness that leads them to climb leaderboards and stand out.

  • Rewards and Incentives: Offering tangible benefits such as discounts, exclusive access, or special promotions to incentivize user participation. This exclusivity makes users feel valued and special, fostering a stronger connection with your brand.

  • Interactive Elements: Enhancing user experience by introducing interactive features like quizzes, polls, or challenges within email content. These elements not only enhances engagement but also provides valuable insights into customer preferences, helping you tailor future content and offerings.

By tapping into users' motivations, whether it be competition, a desire for recognition, or the pursuit of exclusive benefits, you can create dynamic emails that help build a loyal and active audience for your brand.

Benefits of gamification in email marketing

Gamification transforms the user experience from a passive act of scrolling through emails into an interactive and dynamic journey where each click or purchase brings them closer to a tangible reward.

Increased customer engagement:

By turning the email experience into a game-like, subscribers are encouraged to engage with the content, spending more time exploring and interacting with the messages. This heightened engagement not only improves the chances of users absorbing the information presented but also creates a memorable and enjoyable experience, setting the brand apart in the minds of the recipients.

Enhanced brand loyalty:

One of the significant benefits of gamification is its ability to create deeper connections between a brand and its audience. When users consistently engage with gamified email content, they become active participants in a brand experience, leading to stronger brand-customer relationships and increased loyalty.

Higher conversion rates:

Gamification can be a powerful motivator for users to take desired actions. Whether purchasing, sharing content, or subscribing to newsletters, the gamified elements provide incentives and rewards for these actions. This motivational aspect drives increased participation, as users are more inclined to interact with emails, complete tasks, and actively engage with the brand, contributing to a more dynamic and participatory audience.

Improved data collection and analytics:

Gamification allows valuable user data collection through interactions and participation. Users willingly provide information while engaging with challenges, quizzes, or other gamified elements. This enriches your customer database and provides insights into user preferences and behavior. Improved analytics enable marketers to tailor future campaigns based on a better understanding of their audience.

5 Best practices for using gamification in email marketing

Embarking on a successful gamified email marketing campaign requires meticulous planning and strategic considerations. The following strategies and tactics can transform your email campaigns into immersive and rewarding journeys, making a lasting impression on your audience and optimizing your marketing efforts.

  1. Define campaign objectives: Clearly outline the goals of your gamified campaign to align with your overall marketing strategy. Use data-driven insights to identify the objectives and strategy for your emails. This means regularly tracking key metrics such as open rates and click-through rates. Once your campaigns launch, assess the effectiveness of your gamification elements to refine future campaigns.
  2. Identify target audience: Personalization is key to creating a more engaging experience. Understand your audience's preferences and tailor gamification elements to their interests. By leveraging data and what you know about your unique audiences, you can create better segmented gamified content that tailors to individual preferences. This includes personalizing challenges, rewards, and interactions, making the entire experience more relevant and appealing to different audiences.
  3. Choose appropriate gamification elements: Select elements that resonate with your brand and align with customer preferences. Ensure rewards align with audience interests. Go beyond generic incentives by offering enticing and meaningful rewards such as exclusive discounts, early access, or special promotions. It is crucial to adhere to data protection laws, like GDPR and CCPA, in your gamification practices. Communicate clearly how user data will be used and ensure compliance to build trust with your audience.
  4. Integrate gamification into email design: Ensure a smooth transition to gamified content for an intuitive and enjoyable experience. This means visually appealing emails with a user-friendly interface that offers a seamless transition from the email to the gamified elements.
  5. Develop clear calls-to-action (CTAs): Encourage user participation by crafting compelling CTAs that drive desired actions. Clearly communicate what action you want the user to take and highlight the benefits of doing so. Whether it's clicking a link, participating in a challenge, or making a purchase, the CTA should be persuasive and aligned with the gamification goals.

Overcoming challenges in gamified email marketing

When using gamification in email, it is important to find the right balance between gamification elements and the core message of the email. It's essential to integrate gamified features seamlessly without overwhelming or distracting recipients from the primary content. This lack of harmony brings forth two main challenges:

User fatigue

With the increasing use of gamification in various digital platforms, users risk experiencing fatigue or disinterest in engaging with gamified content. If not managed carefully, this fatigue can decrease overall participation and effectiveness.

Mitigation Strategy: To counter this, marketers should introduce variety and novelty in gamified content, keeping users engaged with fresh challenges and incentives. A/B testing is a great way to experiment with different gamification elements to identify what resonates best with your specific audience.

Lack of brand recognition

Maintaining consistency and alignment with your brand image while implementing gamification can be challenging. If gamified elements feel disconnected or misaligned with your brand identity, it may create confusion or a lack of authenticity among your audience.

Mitigation Strategy: Regularly analyze performance metrics and gather user insight to continuously improve your gamification strategy. Actively seeking insights from your audience about their preferences and perceptions allows you to adapt and iterate on your gamified content.

Unleashing the power of email gamification with Beefree

In an era where consumer attention is a prized commodity, the integration of gamification has emerged as a dynamic strategy to captivate and engage audiences within the realm of email marketing. It's important to remember that the essence of success in this area is rooted in persistent experimentation and creative thinking. Embrace the opportunity to try fresh gamification techniques in your email campaigns to maintain a competitive edge.

No-code solutions like Beefree simplify this process by providing an intuitive and user-friendly solution that empower marketers to seamlessly incorporate interactive and gamified elements into their email designs.

So, create a free account and start infusing some fun and interactivity into your email marketing efforts. Here's to the exciting gamification journey – may it bring you great results and enjoyment!

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