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Email Marketing 101: What is Email Marketing Automation?

Emily Santos
Emily Santos
Jun 15, 2023
Email Marketing 101: What is Email Marketing Automation?
Email Marketing 101: What is Email Marketing Automation?

Email marketing automation makes it possible for businesses to send personalized emails at the right time to maximize opens and click-throughs. This marketing process involves triggering specific emails to specific groups or individuals based on the actions they take. 

These triggers can range from simple actions, such as sending a thank-you email to a customer after a purchase, to more complex ones, like launching multi-step, audience-segmented campaigns aimed at brand awareness, sales, or lead generation.

How do Automated Emails work?

Understanding how automated marketing emails work involves reviewing the strategic process marketers go through. This process starts with the conception of a marketing tactic and finishes with its implementation. 

First, identify a marketing tactic or a goal that is consistent with the company's objectives. These objectives involve anything from increasing brand awareness, customer retention, or overall increasing sales. 

Second is the strategy formulation stage. This involves developing a comprehensive strategy that considers various aspects of the target audience, including their demographics, behaviors, preferences, and needs. For example: 

  • Behavioral data, such as past purchase history or browsing patterns, can help tailor content that resonates with the recipient and, specifically, what they are more likely to be interested in/purchase—inevitably, driving conversions.
  • Audience attributes, such as demographics, preferences, and needs, inform the segmentation and personalization of emails, ensuring the message is curated to drive engagement. 
  • The overall objective, be it brand awareness, customer retention, or sales, helps determine the appropriate tone, content, and call to action for each email, thus aligning the email strategy with broader marketing and business goals.

Understanding these enables marketers to create a targeted and well-planned email campaign that aligns with the overarching marketing strategy.

Email Automation Platforms

 Marketers leverage email automation platforms to bring their email campaigns to life.

These platforms are not just tools that facilitate the crafting and sending of emails. They are programmed to make segmenting audiences, creating personalized messages, and scheduling emails at the optimal time based on triggers or conditions easier than ever.

 Some popular ones you might have heard of are Mailchimp, HubSpot, and Salesforce. 

How to Create an Automated Marketing Email

Creating an automated marketing email doesn't have to be a complex task, especially if you're equipped with the right tools.

For instance, agnostic tools like Beefree simplify the process and integrate seamlessly with existing solutions to make your email creations (and exporting) a whole lot more streamlined. 

While email-sending platforms are great at automation, when it comes to design, they can be a little limiting. Beefree helps in that department.

 So, how can you create automated marketing emails that keep design and strategy in mind? 

Let’s get to it.

Step 1. Determine Your Email Marketing Goals & Target Audience

Before crafting your email, start by establishing the goals of your email marketing campaign. The goal could vary from increasing brand awareness, generating leads, or converting leads into customers. The aim is to set clear, measurable, and timely goals aligning with your business objectives. Think “SMART.”

Equally critical is identifying your target audience. Effective email marketing isn't just about sending emails; it's about sending the right message to the right people.  

To do this, you need to understand your customers' behaviors, preferences, and challenges. This understanding enables you to create personalized and impactful email campaigns that deliver results.

Step 2. Craft Compelling Content

Once you've identified your goals and audience, the next step is crafting compelling content. 

Your subject line, preview text, and email content need to work in harmony to captivate your audience. Each element plays a crucial role in influencing whether your email gets opened, read, and acted upon. 

Be sure to include clear and persuasive call-to-actions (CTAs) to guide your reader on the next steps. Remember, readers typically make decisions on whether to click in a matter of seconds, so these need to be short and impactful!

While content is key, don't underestimate the power of a well-designed email. A visually appealing email enhances the overall user experience, making navigating the content easier for your reader.

Beefree's templates provide the ideal starting point for creating professionally designed emails that look great and resonate with your audience.

Read: The Non-Marketer's Guide to Writing Emails Like a Copywriter 

Step 3. Design your automated email

Good design is impactful. It involves creating a visual road map for your audience. 

Each design element, from the choice of colors and fonts to the placement of images and CTAs, contributes to the readability and effectiveness of your email. For instance, strategically positioned CTAs can significantly improve click-through rates and drive your desired actions.

The design should also parallel the email content and your brand — a huge sale being offered may warrant bold, bright colors, whilst an update about a new product launch may be in keeping with your traditional brand colors to reinforce brand identity. These are just examples, but it’s something to consider when in the design phase.

Step 4. Set up Automation & Triggers

Once you're satisfied with your email's design and content, it's time to set up automation and triggers. This is what takes your marketing strategy to the next level.

This process involves defining the specific conditions or actions that will trigger your email to be sent. Depending on your marketing goals, these triggers could be based on user behavior, certain dates, or a specified schedule. 

By leveraging Email Service Providers (ESPs), these triggers can be easily defined, and the automation process can be more seamlessly set up.

Step 5. Test, Analyze, & Optimize

Testing is critical to effective automated email creation. It involves sending out test emails to validate the proper functionality of all email elements.

This means checking if the layout appears correctly across different devices and browsers, ensuring links and CTAs are functioning as intended, and verifying the deliverability of your email.

One widely used method of testing is A/B testing, or split testing. It is a data-driven strategy that compares two versions of an email to determine which one performs better.

The process involves changing one element in an email variant, such as the subject line, CTA, or images, and sending the two versions to similar audience segments. The version that generates a higher open rate, click-through rate, or conversion rate is deemed the more effective one. 

This method provides valuable insights into what resonates most with your audience and allows for continuous improvement of your email strategy. 

Once your email campaign is live, monitoring its performance is key to understanding its effectiveness. This is done through a thorough analysis of key metrics like open rates (the percentage of recipients who open your email), click-through rates (the percentage of recipients who click a link within your email), and conversion rates (the percentage of recipients who perform a desired action, like making a purchase or filling out a form). 

These metrics provide a quantitative measure of your campaign's success and reveal areas that may require improvement.

With these insights, you can optimize your email campaigns to better align with your audience's needs and preferences. This could involve making changes to the email content, design, delivery timing, or even your audience segmentation.

The Benefits of Email Marketing Automation

Email marketing automation brings numerous benefits to businesses of all sizes and types. 

At its core, it's about streamlining and maximizing the effectiveness of your email marketing efforts. Automated emails allow businesses to nurture leads, increase customer retention, and drive more sales without the need for huge amounts of manual intervention.

Three more benefits include:

  1. Timely, personalized communication: Automated emails can be set up to trigger based on specific behaviors or events, such as welcoming a new subscriber, acknowledging a customer's purchase, or re-engaging a dormant customer. This enables businesses to reach customers with the right message at the right time, enhancing customer experience and boosting engagement rates.
  2. Scalability: As your business grows, it becomes challenging to maintain consistent, personalized communication with a growing customer base. Email marketing automation reduces this hurdle, enabling you to scale your marketing efforts without compromising on quality or personalization.
  3. Insights: Email marketing automation provides valuable insights into customer behavior and campaign performance. By analyzing key metrics such as open rates, click-through rates, and conversion rates, you can understand what resonates with your audience and continually refine your approach for better results.

How to Get Started with Email Marketing Automation

Email marketing automation involves setting clear goals, understanding your audience, crafting compelling content and a visually appealing email design, and setting up automation and triggers. Don't forget to continually test, analyze, and optimize your emails to achieve better results.

Choosing the right email delivery platform is key to effective email marketing automation. Whether you're just starting out or looking to enhance your existing process, an agnostic email builder likeBeefree, which can easily integrate with your sending platform, can help simplify and enhance your email marketing efforts. The best part? It's free. Sign up now! 

Related posts

5 Healthcare Email Examples Where Education Meets Promotion"

We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending informative with promotional content that presents itself as an empathetic helping hand.
Emily Santos
Jul 12, 2024

Effective email marketing in healthcare can have immense ROI. After all, it is a cost-effective and direct line of communication with your patients that, when done right, can drive engagement, encourage repeat visits, and help build ongoing trust and credibility. However, healthcare providers are faced with unique challenges when it comes to using email marketing. 

On the one hand, the goal is to engage patients and provide value to help build long-term relationships. On the other hand, the goal is to promote your services and, ideally, boost revenue via this marketing strategy. This balance can be tricky to achieve due to the sensitive nature of the healthcare industry; however, it is not impossible.


We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending valuable, informative content that addresses patient’s concerns with promotional content that presents itself as an empathetic helping hand.  

Healthcare newsletter examples

Sending monthly or weekly newsletters is an excellent way to strengthen relationships with patients or customers. These regular communications serve as a direct line to your audience, allowing you to engage and educate them on relevant health topics consistently. 

Each newsletter provides an opportunity to share reliable and practical health tips and update patients about clinic changes, new services, or special offerings. 

Everlywell 

Everlywell offers folks with at-home “health and wellness solutions.” In a recent newsletter they focus their message on addressing stress, a common concern among their audience. The email begins by empathizing with the reader, reassuring them that stress is a widespread issue, therefore establishing an immediate connection with their readers. 

By offering a free solution—specifically, a list of vitamins and supplements known to alleviate stress—Everlywell demonstrates its commitment to customer well-being. Simultaneously, by subtly promoting its own supplements within the email's content, it reinforces the message that Everlywell not only understands the reader's concerns but also provides practical solutions. 

everlywell healthcare newsletter email example
Free newsletter templates: https://beefree.io/templates/newsletter 

Seasonal health campaigns 

Another great way to connect with patients beyond the clinic is to send seasonal health campaigns. These campaigns are highly effective because they relate to current health concerns and conditions prevalent during specific times of the year.

Seasonal health campaigns allow healthcare providers to proactively address issues that are top-of-mind for patients during different seasons. 

Natalist

Natalist offers “fertility, pregnancy, and postpartum essentials.” To ring in the new year, their email “TTC in the new year?” leans into the possibility that with a new year, folks begin to consider trying to conceive, thoughtfully tapping taps into the natural inclination people have to reflect on life changes and set new goals as the calendar turns.

This thoughtful and well-timed campaign exemplifies how healthcare providers can connect with their audience by aligning their messaging with their customers' lives' natural rhythms and aspirations.

natalist seasonal healthcare email example
Browse our catalog of free seasonal templates: https://beefree.io/templates 

Promotional healthcare emails 

Promotional healthcare emails can significantly increase patient engagement. Offers tailored to patient needs can inform and encourage them to consider services they may not have known about. However, healthcare promotion emails come with their own set of challenges, HIPAA being the biggest hurdle.

ivee

Ivee offers “individualized medical care” services directly from home, including urgent care, diagnostic testing, IV therapy, and more. In a promotional email about their Membership and Programs, ivee takes the route of promotion through education.

Promoting medical treatments and procedures can be complex and often leaves patients with numerous questions and uncertainties.

ivee’s promotional email addresses this challenge by ensuring the content is clear, concise, and informative. Instead of overwhelming patients with technical jargon or complicated medical terms, Ivee breaks down the information into 3 digestible segments that guide the reader through their offerings:

  1. What the patient will receive
  2. How the program works
  3. What the next steps are 

ivee’s educational approach in its promotional email informs and empowers patients, building trust and confidence in their services. 

By addressing potential questions upfront, ivee reduces any concern that the patient may have regarding this service. This method of promotion through education is particularly effective in healthcare, where informed patients are more likely to engage with and benefit from the services offered.

ivee promotional healthcare email
Free product promotion templates: https://beefree.io/templates/product-promotion 

Free service promotion templates: https://beefree.io/templates/service-promotion 

Patient testimonials and success stories 

Using patient testimonials and stories in healthcare emails helps build trust and credibility. When potential patients read or hear about others who have successfully navigated similar health challenges, it reassures them of the effectiveness and reliability of the services offered. These narratives humanize the healthcare experience, which can sometimes feel cold and direct, by showcasing real people and their journeys. 

Much like any healthcare email, this one is particularly affected by the US HIPAA regulations. These emails require explicit consent and the careful handling of personal information. 

Additionally, it is crucial that these testimonials and stories remain authentic. Fabricated or exaggerated stories can damage credibility, and it's important to avoid over-promising outcomes. 

GoodRx

GoodRx provides telemedicine to track prescription drug pricing in the United States and offers drug coupons and medication discounts. In an email promoting their telehealth services, they use a patient testimonial to communicate the ease of their service.

GoodRx balances this strategy with maintaining client privacy by using anonymized testimonials and obtaining explicit consent from the patient. Anonymized testimonials protect the identity of the patients by removing any personal identifiers, ensuring that their privacy is not compromised while still providing authentic feedback about the service.

GoodRx patient email example
Free template to feature your client testimonials: https://beefree.io/template/customer-reviews-product-template 

Transactional healthcare email examples

Transactional emails play an important role in healthcare, allowing providers to share essential information that brings ease to the patient’s experience. More specifically, transactional emails improve operational efficiency. Some examples of transactional emails in healthcare include

  • Appointment confirmations and reminders
  • Prescription and medication updates
  • Follow-up care instructions
  • Billing and payment notification
  • Patient portal access 

Hims

Hims is an “online telehealth platform that provides virtual healthcare and support for men's health.” In the order confirmation email below, Hims offers the patient important order information such as order ID, date paid, total charge, and payment method. 

This transparency ensures patients have all the necessary details about their purchase, enhancing their trust in the platform. Additionally, Hims goes beyond just transactional information to offer patients peace of mind by reminding them of all the other free services they receive through their platform.

By highlighting these benefits, Hims reinforces the value of its service and strengthens its relationship with its patients. This approach confirms the purchase and reassures patients that they feel supported in various aspects of their health journey.

hims healthcare invoice email

Start designing healthcare emails with Beefree 

Navigating healthcare regulations can be challenging, but your email design doesn't have to be. With Beefree's intuitive design tools and templates, you can simplify your communication efforts to adhere to industry standards and focus on what truly matters: delivering exceptional care and valuable information to your patients

source: https://app.userevidence.com/assets/2055KZQW

Sign up today -- it's free!

SaaS Email Marketing Strategies for Reducing Churn

Discover the power of SaaS emails. Learn about essential email types like onboarding, product updates, and feedback to keep your users engaged and reduce churn rates.
Beefree team
Jul 5, 2024

The SaaS industry is a fiercely competitive marketing currently valued at $317.55 billion. With projections indicating growth to $1.23 trillion by 2032, it is becoming increasingly important for SaaS companies to find ways to not only stay competitive but also lead the market for sustainable growth. 

So, how can SaaS businesses stay ahead when customer needs constantly evolve and switching from one application to another is just a matter of a few clicks? For many, email marketing is the answer. 

With an average ROI of $36 for every $1 spent, email marketing is a versatile and cost-effective solution that benefits every stage of your marketing funnel. From brand awareness to retention, email marketing in SaaS helps meet your customers where they are.

What is SaaS email marketing?

SaaS email marketing refers to strategically sending emails to leads, prospects, existing customers, and former customers to drive engagement and business growth. While, email marketing offers a range of benefits for SaaS, the number benefit is it’s role in reducing churn.

Customer churn is the rate at which a user stops using the application over a given period of time. According to Vitally, for SaaS to maintain sustainable growth, the annual churn rate should be under 5%; however, in both small and large SaaS companies, “monthly churn rates ranked around 3.5% for the first quarter of 2024.”

According to Precursive, the top 3 factors leading to customer churn are wrong product fit, lack of engagement, and onboarding. Email marketing emerges as a powerful solution to address each of these issues proactively.

Reducing churn due to wrong product fit & onboarding

Wyzowl’s Customer Onboarding 2020 Report states, “80% of users have uninstalled an app due to their lack of understanding of how to use it.” 

That’s where onboarding and product education emails come in. They educate users not only on how to use the application but also how to maximize its value. In the onboarding stages, SaaS should gather user data, such as industry or role, and create tailored campaigns highlighting features and use cases based on their unique needs.

Reducing churn due to lack of engagement

Consistent and targeted email campaigns help keep users engaged, as they are reminded of the ongoing value your SaaS application delivers. Through interactive content such as surveys, polls, quizzes, or regular usage tips and best practices, you can encourage users to stay engaged and informed about new and exciting ways to use the application.

Types of SaaS email communications

Each type of SaaS email communication is designed to address specific needs, goals, and challenges faced by both the SaaS company and its customers. Tailored email content to specific segments allows SaaS to deliver relevant, timely, and compelling content that enhances the overall customer experience.

1. Welcome emails

In SaaS, a welcome email is a high-level introduction to your application. It is sent immediately after a customer subscribes to the tool and tells them what to expect. 

In this example from Coda, the user is welcomed to the application and the different “solutions” they can create with Coda. Additionally, this email offers other resources to help the user familiarize themselves with the tool, like their help center and learning hub.

Source: https://reallygoodemails.com/emails/welcome-to-coda

As you can see, this is a high-level email that does not go too in-depth into a specific feature. This email helps ease users into a new application without overwhelming them.

Free welcome email template: https://beefree.io/template/first-welcome

2. Onboarding emails

Unlike a welcome email, an onboarding email focuses on a specific feature or activity that can be achieved with your application. For SaaS, an onboarding sequence is usually a better strategy than compiling everything in one email. It helps guide users through the product gradually, allowing them ample time in between emails to explore the solution.

These emails could include feature highlights, tutorials, or step-by-step guides. In the example below, users are introduced to Miro’s collaboration capabilities. 

SaaS onboarding email example
Source: https://reallygoodemails.com/emails/tips-tricks-to-get-everyone-engaged

In SaaS, the onboarding process should be treated as part of the users' “consideration” stage. In fact, 63% of customers consider the onboarding period when deciding to subscribe to a service or purchase a product.

Due to this, the onboarding process should be seamless, educational, and personalized to serve users with relevant content that meets their unique needs.

Free onboarding email template for SaaS: https://beefree.io/template/get-started

3. Product update emails

Product update emails aim to educate users on new or improved features. They are a valuable way to encourage product adoption, show users you listen to their feedback, and offer resources for further product education. 

The following example from Airtable highlights their new AI feature, briefly sharing what it does, the benefits, and links relevant resources to learn more, including promotion to their AI webinar.

SaaS product update email example
Source: https://reallygoodemails.com/emails/introducing-airtable-ai-unlock-your-unknown

Free SaaS product update email: https://beefree.io/template/features-discovery

4. Transactional emails

Transactional emails for SaaS help enhance the user experience. Through prompt and clear communications regarding account activities, SaaS businesses ensure customers are informed, providing peace of mind and increasing brand trust. 

Each transactional email should have a clear focus that addresses the user’s immediate need. These emails often include password resets, billing and invoices, security alerts, subscription renewals, and more. 

The following email example from Stampsy is a great example of a transactional email that is clear and to the point.

SaaS transactional email example
Source: https://reallygoodemails.com/emails/stampsy-email-verification

If you’re not sure of where to start with your SaaS transactional email, Beefree’s Transactional Template Kit offers a good starting point for on-brand emails.

5. Re-engagement emails

Re-engagement emails help to retain users who haven’t interacted with your brand or software in a while by reminding them of the value and benefits of your SaaS. Through targeted and timely email campaigns, highlighting the unique value proposition of your SaaS you can help to extend the duration of customer relationships and recapturing lost revenue before it’s lost. 

Some examples of re-engagement emails in SaaS include highlighting new features, offering a special discount, requesting feedback, or a simple “we miss you” email reminding them of your solution.

The following email from Mailchimp is an example of a re-engagement email sent in the onboarding process. 

Based on the content of the email, we can infer that this user still needs to complete their registration. 

Mailchimp uses this to remind the user how easy it is to get started “with just a few clicks.” Additionally, it addresses any potential roadblocks the user may have. It offers solutions such as a comprehensive article to help users “breeze through the registration process” and a 1-1 call with their Onboarding Specialist.

re-engagement SaaS email example
Source: https://reallygoodemails.com/emails/almost-there-complete-your-sms-registration-today

6. Feedback emails

Feedback or survey emails in SaaS are vital for gathering insight into user experience and satisfaction. For the user, these emails serve as a way to give direct feedback, making them feel valued and strengthening their engagement. 

Feedback or survey emails should be clear about the ask and concise to respect the reader’s time. Offering incentives or discounts is also a great way to promote engagement, further strengthening user relationships. 

The following email from Miro is a great example of requesting feedback.

SaaS feedback email examples
Source: https://reallygoodemails.com/emails/share-your-experience-with-us


To start building your next SaaS survey campaign, Beefree’s Survey Template Kit offers a wide range of designs to choose from. 

7. Renewal and upgrade emails

Renewal and upgrade emails in SaaS are essential for maintaining customer retention and driving revenue growth. While their purpose is typically a friendly reminder about upcoming renewals, it also serves as an opportunity to encourage users to upgrade to unlock more features.

These emails should specify when the subscription ends, how to renew or upgrade, and the benefits. The following example from YouTube highlights all of the benefits of renewing your premium plan and offers a clear CTA on the next steps to help avoid friction for the user.

SaaS renewal and upgrade email templates
Source: https://reallygoodemails.com/emails/only-a-few-days-before-your-youtube-premium-benefits-end-renew-now

Free SaaS upgrade email template: https://beefree.io/template/upgrade-to-a-higher-plan 

8. Event invitation emails

For SaaS specifically, events can help amplify the brand’s credibility and recognition, generate leads, and provide ongoing value to existing users. Event invitation emails are a valuable part of this strategy to encourage attendance and user engagement.

The following example from Customer.io invites users to a webinar hosted by industry leaders. The email concisely communicates the webinar's topic and the value it will bring to its users.

event invitation emails for saas
Source: https://reallygoodemails.com/emails/join-our-live-qa-with-marketing-legends

These event invitation emails are usually followed by reminder emails to encourage attendance and registration further.

Start designing your next event invitation emails with Beefree's Webinar Template Kit.

9. Milestone emails

Milestone emails in SaaS help celebrate a user’s significant achievement or a stage in their journey. They provide positive reinforcement and motivation for a user, increasing their likelihood of continued use of the product. For SaaS, these emails also serve as a way to highlight the value of the software by showing the users the progress they have achieved and where they can go with continued use. 

Grammarly is an excellent example of an effective milestone email.

milestone emails for saas
Source: https://reallygoodemails.com/emails/youve-reached-a-new-weekly-streak-milestone

Free milestone email and page templates for SaaS: https://beefree.io/templates/annual_review

Kick off your SaaS email marketing program with Beefree

Reducing churn with SaaS email marketing is not just about sending the occasional reminder or offer - it's about creating a well-rounded, strategic approach that addresses every stage of the customer journey. Your email campaigns should respond to user needs and challenges before they arrive -- positioning your SaaS as the ideal solution for them.

From personalized onboarding emails that ensure new users feel welcomed and informed, to regular engagement emails that keep users active and invested, each type of communication plays a vital role in minimizing churn. While designing campaigns for each touchpoint might be time consuming at first, know that you don't have to do it alone.

Beefree offers a myriad of email templates to support each stage of your customer lifecycle. The best part? It's free. Get started now!

Source: https://app.userevidence.com/assets/2651YKEJ

The Ultimate Guide to Creating and Embedding HTML Email Templates in Outlook

Discover key strategies for overcoming Outlook's HTML rendering limitations and create beautiful HTML email templates.
Emily Santos
Jun 28, 2024

According to Gitnux’s MarketData Report 2024, 16% of all US email users use Outlook as their primary email provider, ranking Outlook among the most widely used email platforms in the country. 

With over 400 million users worldwide, the chances that your emails will land in an Outlook inbox are high if you're an email marketer. With this in mind, it’s important to acknowledge Outlook’s capabilities and limitations to build emails that render well for every recipient. 

Understanding Outlook's HTML design limitations

Despite its popularity, Outlook is primarily used for day-to-day communications between colleagues rather than mass marketing campaigns. Because of this, Outlook has a few limitations when it comes to rendering HTML emails, for instance: 

Some of the most prominent rendering issues with Outlook Web or App include: 

  • Gifs rendering with a play icon over the GIF
  • Fonts not matching 
  • Additional spaces in the layout 
  • Icons stacking on top of one another or misaligned
  • Mismatching background images 
  • Misalignment across email elements 

These limitations mean that regardless of how much time is spent on creating the most engaging and on-brand email, Outlook may deliver a different outcome to recipients, affecting your email’s readability and impact.

While we recommend opting out of using Outlook as a sending platform and using a professional solution such as HubSpot and Mailchimp, we understand this is not always feasible.

Many email marketers who rely on Outlook have found creative approaches to address its rendering limitations, typically opting for either image-based emails or maximizing the impact of text-only emails. When it comes to HTML emails, while challenging, they remain a viable option for those willing to navigate Outlook’s quirks and optimize their designs accordingly.

Best practices for designing Outlook-friendly HTML email templates

You have two options for creating an HTML email template for Outlook. The first involves manually writing the HTML code with CSS and then saving the email as an Outlook template. While this approach doesn't require additional software tools, it can be time-consuming and requires CSS expertise.

Alternatively, you can use an external email design tool such as Beefree to create your HTML email template. This method is more user-friendly and efficient since it eliminates the need for CSS knowledge and manual coding.

Regardless of which option you opt for, here are some best practices to follow:

  • Simplicity is key: Design simple, single-column designs. Complex layouts, while engaging, may not render correctly. 

  • Use tables for the layout structure: Experiment with tables to ensure your design elements stay in their intended position, helping to tackle Outlook's misalignment issue. 
  • Use inline CSS: If possible, embed inline CSS directly within your HTML elements to control formatting and layout; this will help minimize Outlook’s limited support for external and embedded stylesheets.

  • Use web-safe fonts: Arial, Times New Roman, or Verdana are all safe bests when designing for Outlook.

  • Alt text: Because Outlook blocks images by default, be sure to always include alt text for images to ensure accessibility but also to ensure that the lack of images doesn’t leave out important context from your emails. 

Designing HTML email templates in Outlook with Beefree

When designing HTML email templates that perform well in Outlook, leveraging the right tools can significantly simplify the process and ensure adherence to best practices.

Beefree stands out as a versatile platform that not only facilitates creative email design but also supports the specific requirements of Outlook rendering, for instance:

  • Designing for simplicity: Beefree’s drag-and-drop functionality allows for the easy creation of single-column layouts. Within Beefree, users can easily customize the alignment, spacing, height, and more of emails for mobile and desktop, ensuring a cohesive experience across multiple devices.

  • Web-safe fonts: Within Beefree, you can set web-safe fonts as your default to ensure the consistent rendering of fonts across all email clients, especially Outlook.

  • Alt text: This can be powered manually or via our AI integration. 

  • Responsive design: While Outlook lacks robust support for responsive design, Beefree enables users to create mobile-friendly email templates through fluid layouts and scalable elements. This ensures that your emails adapt to different screen sizes and devices, enhancing user experience regardless of how recipients access their emails through Outlook.

Before finalizing your email designs, it's essential to conduct thorough testing to ensure they render correctly across different versions of Outlook. We recommend using Beefree’s preview feature to see how your emails appear in various screen sizes. We also recommend sending a test email to multiple Outlook recipients to help you identify any rendering discrepancies between Beefree and Outlook.

While we’d like to guarantee that Beefree will render emails 100% as intended,  it's important to remember that Outlook is an email client rather than a sending platform. As a result, it may ignore, remove, or alter HTML elements from our code. This can cause rendering issues that we can't resolve. Keep in mind that the more complex your design is, the more likely you are to experience rendering issues with Outlook.

Familiarize yourself with our Outlook rendering considerations

Embedding Outlook HTML email templates

Once your email is designed in Beefree following the best practices addressed above, you can easily export to Outlook Web or Outlook App.

Outlook Web
Connect Beefree to your Outlook Web account before designing or after completion.  Directly from the builder or via the Email Details page, click “Push to your sending system.” Within seconds, the email will be saved as a new template and appear in your Outlook account.

To learn more about how to complete the integration process, visit: https://support.beefree.io/hc/en-us/articles/11964534263442-Exporting-to-Outlook-com

For a step-by-step process:



Outlook Web and corporate email accounts
If you’re exporting emails designed in Beefree to your Outlook corporate business account, follow the same steps as above.

When integrating Beefree with an Outlook corporate account, you may encounter a message indicating that approval or authorization is required for the connection to succeed. To proceed, you will need to obtain the necessary approvals or modify your Outlook Web business account permissions settings to ensure a successful connection. Outlook App
The Outlook App integration with Beefree allows you to download your email designs as OFT and EMLTPL files that you can then upload into your Outlook App. To download the files, take the following steps:

  1. Navigate to the email design you’d like to export.
  2. Make and save any changes you’d like prior to exporting your design.
  3. Select Push to your sending system.
  4. Click the Outlook App connector.
  5. You will be prompted to Download the Outlook App.
  6. Select Download for Windows if you’d like an OFT file or Download for macOS if you’d like an EMLTPL file.


To learn more about how to complete the integration process and import HTML, watch the following video:

Or visit: https://support.beefree.io/hc/en-us/articles/11964534263442-Exporting-to-Outlook-com

Ready to start designing Outlook-friendly emails?

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5 Healthcare Email Examples Where Education Meets Promotion"

We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending informative with promotional content that presents itself as an empathetic helping hand.
Emily Santos
Emily Santos
12 Jul
2024

Effective email marketing in healthcare can have immense ROI. After all, it is a cost-effective and direct line of communication with your patients that, when done right, can drive engagement, encourage repeat visits, and help build ongoing trust and credibility. However, healthcare providers are faced with unique challenges when it comes to using email marketing. 

On the one hand, the goal is to engage patients and provide value to help build long-term relationships. On the other hand, the goal is to promote your services and, ideally, boost revenue via this marketing strategy. This balance can be tricky to achieve due to the sensitive nature of the healthcare industry; however, it is not impossible.


We’ve compiled 5 examples of healthcare emails done right. These top brands have excelled in the art of healthcare emails by blending valuable, informative content that addresses patient’s concerns with promotional content that presents itself as an empathetic helping hand.  

Healthcare newsletter examples

Sending monthly or weekly newsletters is an excellent way to strengthen relationships with patients or customers. These regular communications serve as a direct line to your audience, allowing you to engage and educate them on relevant health topics consistently. 

Each newsletter provides an opportunity to share reliable and practical health tips and update patients about clinic changes, new services, or special offerings. 

Everlywell 

Everlywell offers folks with at-home “health and wellness solutions.” In a recent newsletter they focus their message on addressing stress, a common concern among their audience. The email begins by empathizing with the reader, reassuring them that stress is a widespread issue, therefore establishing an immediate connection with their readers. 

By offering a free solution—specifically, a list of vitamins and supplements known to alleviate stress—Everlywell demonstrates its commitment to customer well-being. Simultaneously, by subtly promoting its own supplements within the email's content, it reinforces the message that Everlywell not only understands the reader's concerns but also provides practical solutions. 

everlywell healthcare newsletter email example
Free newsletter templates: https://beefree.io/templates/newsletter 

Seasonal health campaigns 

Another great way to connect with patients beyond the clinic is to send seasonal health campaigns. These campaigns are highly effective because they relate to current health concerns and conditions prevalent during specific times of the year.

Seasonal health campaigns allow healthcare providers to proactively address issues that are top-of-mind for patients during different seasons. 

Natalist

Natalist offers “fertility, pregnancy, and postpartum essentials.” To ring in the new year, their email “TTC in the new year?” leans into the possibility that with a new year, folks begin to consider trying to conceive, thoughtfully tapping taps into the natural inclination people have to reflect on life changes and set new goals as the calendar turns.

This thoughtful and well-timed campaign exemplifies how healthcare providers can connect with their audience by aligning their messaging with their customers' lives' natural rhythms and aspirations.

natalist seasonal healthcare email example
Browse our catalog of free seasonal templates: https://beefree.io/templates 

Promotional healthcare emails 

Promotional healthcare emails can significantly increase patient engagement. Offers tailored to patient needs can inform and encourage them to consider services they may not have known about. However, healthcare promotion emails come with their own set of challenges, HIPAA being the biggest hurdle.

ivee

Ivee offers “individualized medical care” services directly from home, including urgent care, diagnostic testing, IV therapy, and more. In a promotional email about their Membership and Programs, ivee takes the route of promotion through education.

Promoting medical treatments and procedures can be complex and often leaves patients with numerous questions and uncertainties.

ivee’s promotional email addresses this challenge by ensuring the content is clear, concise, and informative. Instead of overwhelming patients with technical jargon or complicated medical terms, Ivee breaks down the information into 3 digestible segments that guide the reader through their offerings:

  1. What the patient will receive
  2. How the program works
  3. What the next steps are 

ivee’s educational approach in its promotional email informs and empowers patients, building trust and confidence in their services. 

By addressing potential questions upfront, ivee reduces any concern that the patient may have regarding this service. This method of promotion through education is particularly effective in healthcare, where informed patients are more likely to engage with and benefit from the services offered.

ivee promotional healthcare email
Free product promotion templates: https://beefree.io/templates/product-promotion 

Free service promotion templates: https://beefree.io/templates/service-promotion 

Patient testimonials and success stories 

Using patient testimonials and stories in healthcare emails helps build trust and credibility. When potential patients read or hear about others who have successfully navigated similar health challenges, it reassures them of the effectiveness and reliability of the services offered. These narratives humanize the healthcare experience, which can sometimes feel cold and direct, by showcasing real people and their journeys. 

Much like any healthcare email, this one is particularly affected by the US HIPAA regulations. These emails require explicit consent and the careful handling of personal information. 

Additionally, it is crucial that these testimonials and stories remain authentic. Fabricated or exaggerated stories can damage credibility, and it's important to avoid over-promising outcomes. 

GoodRx

GoodRx provides telemedicine to track prescription drug pricing in the United States and offers drug coupons and medication discounts. In an email promoting their telehealth services, they use a patient testimonial to communicate the ease of their service.

GoodRx balances this strategy with maintaining client privacy by using anonymized testimonials and obtaining explicit consent from the patient. Anonymized testimonials protect the identity of the patients by removing any personal identifiers, ensuring that their privacy is not compromised while still providing authentic feedback about the service.

GoodRx patient email example
Free template to feature your client testimonials: https://beefree.io/template/customer-reviews-product-template 

Transactional healthcare email examples

Transactional emails play an important role in healthcare, allowing providers to share essential information that brings ease to the patient’s experience. More specifically, transactional emails improve operational efficiency. Some examples of transactional emails in healthcare include

  • Appointment confirmations and reminders
  • Prescription and medication updates
  • Follow-up care instructions
  • Billing and payment notification
  • Patient portal access 

Hims

Hims is an “online telehealth platform that provides virtual healthcare and support for men's health.” In the order confirmation email below, Hims offers the patient important order information such as order ID, date paid, total charge, and payment method. 

This transparency ensures patients have all the necessary details about their purchase, enhancing their trust in the platform. Additionally, Hims goes beyond just transactional information to offer patients peace of mind by reminding them of all the other free services they receive through their platform.

By highlighting these benefits, Hims reinforces the value of its service and strengthens its relationship with its patients. This approach confirms the purchase and reassures patients that they feel supported in various aspects of their health journey.

hims healthcare invoice email

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Navigating healthcare regulations can be challenging, but your email design doesn't have to be. With Beefree's intuitive design tools and templates, you can simplify your communication efforts to adhere to industry standards and focus on what truly matters: delivering exceptional care and valuable information to your patients

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SaaS Email Marketing Strategies for Reducing Churn

Discover the power of SaaS emails. Learn about essential email types like onboarding, product updates, and feedback to keep your users engaged and reduce churn rates.
Beefree team
Beefree team
5 Jul
2024

The SaaS industry is a fiercely competitive marketing currently valued at $317.55 billion. With projections indicating growth to $1.23 trillion by 2032, it is becoming increasingly important for SaaS companies to find ways to not only stay competitive but also lead the market for sustainable growth. 

So, how can SaaS businesses stay ahead when customer needs constantly evolve and switching from one application to another is just a matter of a few clicks? For many, email marketing is the answer. 

With an average ROI of $36 for every $1 spent, email marketing is a versatile and cost-effective solution that benefits every stage of your marketing funnel. From brand awareness to retention, email marketing in SaaS helps meet your customers where they are.

What is SaaS email marketing?

SaaS email marketing refers to strategically sending emails to leads, prospects, existing customers, and former customers to drive engagement and business growth. While, email marketing offers a range of benefits for SaaS, the number benefit is it’s role in reducing churn.

Customer churn is the rate at which a user stops using the application over a given period of time. According to Vitally, for SaaS to maintain sustainable growth, the annual churn rate should be under 5%; however, in both small and large SaaS companies, “monthly churn rates ranked around 3.5% for the first quarter of 2024.”

According to Precursive, the top 3 factors leading to customer churn are wrong product fit, lack of engagement, and onboarding. Email marketing emerges as a powerful solution to address each of these issues proactively.

Reducing churn due to wrong product fit & onboarding

Wyzowl’s Customer Onboarding 2020 Report states, “80% of users have uninstalled an app due to their lack of understanding of how to use it.” 

That’s where onboarding and product education emails come in. They educate users not only on how to use the application but also how to maximize its value. In the onboarding stages, SaaS should gather user data, such as industry or role, and create tailored campaigns highlighting features and use cases based on their unique needs.

Reducing churn due to lack of engagement

Consistent and targeted email campaigns help keep users engaged, as they are reminded of the ongoing value your SaaS application delivers. Through interactive content such as surveys, polls, quizzes, or regular usage tips and best practices, you can encourage users to stay engaged and informed about new and exciting ways to use the application.

Types of SaaS email communications

Each type of SaaS email communication is designed to address specific needs, goals, and challenges faced by both the SaaS company and its customers. Tailored email content to specific segments allows SaaS to deliver relevant, timely, and compelling content that enhances the overall customer experience.

1. Welcome emails

In SaaS, a welcome email is a high-level introduction to your application. It is sent immediately after a customer subscribes to the tool and tells them what to expect. 

In this example from Coda, the user is welcomed to the application and the different “solutions” they can create with Coda. Additionally, this email offers other resources to help the user familiarize themselves with the tool, like their help center and learning hub.

Source: https://reallygoodemails.com/emails/welcome-to-coda

As you can see, this is a high-level email that does not go too in-depth into a specific feature. This email helps ease users into a new application without overwhelming them.

Free welcome email template: https://beefree.io/template/first-welcome

2. Onboarding emails

Unlike a welcome email, an onboarding email focuses on a specific feature or activity that can be achieved with your application. For SaaS, an onboarding sequence is usually a better strategy than compiling everything in one email. It helps guide users through the product gradually, allowing them ample time in between emails to explore the solution.

These emails could include feature highlights, tutorials, or step-by-step guides. In the example below, users are introduced to Miro’s collaboration capabilities. 

SaaS onboarding email example
Source: https://reallygoodemails.com/emails/tips-tricks-to-get-everyone-engaged

In SaaS, the onboarding process should be treated as part of the users' “consideration” stage. In fact, 63% of customers consider the onboarding period when deciding to subscribe to a service or purchase a product.

Due to this, the onboarding process should be seamless, educational, and personalized to serve users with relevant content that meets their unique needs.

Free onboarding email template for SaaS: https://beefree.io/template/get-started

3. Product update emails

Product update emails aim to educate users on new or improved features. They are a valuable way to encourage product adoption, show users you listen to their feedback, and offer resources for further product education. 

The following example from Airtable highlights their new AI feature, briefly sharing what it does, the benefits, and links relevant resources to learn more, including promotion to their AI webinar.

SaaS product update email example
Source: https://reallygoodemails.com/emails/introducing-airtable-ai-unlock-your-unknown

Free SaaS product update email: https://beefree.io/template/features-discovery

4. Transactional emails

Transactional emails for SaaS help enhance the user experience. Through prompt and clear communications regarding account activities, SaaS businesses ensure customers are informed, providing peace of mind and increasing brand trust. 

Each transactional email should have a clear focus that addresses the user’s immediate need. These emails often include password resets, billing and invoices, security alerts, subscription renewals, and more. 

The following email example from Stampsy is a great example of a transactional email that is clear and to the point.

SaaS transactional email example
Source: https://reallygoodemails.com/emails/stampsy-email-verification

If you’re not sure of where to start with your SaaS transactional email, Beefree’s Transactional Template Kit offers a good starting point for on-brand emails.

5. Re-engagement emails

Re-engagement emails help to retain users who haven’t interacted with your brand or software in a while by reminding them of the value and benefits of your SaaS. Through targeted and timely email campaigns, highlighting the unique value proposition of your SaaS you can help to extend the duration of customer relationships and recapturing lost revenue before it’s lost. 

Some examples of re-engagement emails in SaaS include highlighting new features, offering a special discount, requesting feedback, or a simple “we miss you” email reminding them of your solution.

The following email from Mailchimp is an example of a re-engagement email sent in the onboarding process. 

Based on the content of the email, we can infer that this user still needs to complete their registration. 

Mailchimp uses this to remind the user how easy it is to get started “with just a few clicks.” Additionally, it addresses any potential roadblocks the user may have. It offers solutions such as a comprehensive article to help users “breeze through the registration process” and a 1-1 call with their Onboarding Specialist.

re-engagement SaaS email example
Source: https://reallygoodemails.com/emails/almost-there-complete-your-sms-registration-today

6. Feedback emails

Feedback or survey emails in SaaS are vital for gathering insight into user experience and satisfaction. For the user, these emails serve as a way to give direct feedback, making them feel valued and strengthening their engagement. 

Feedback or survey emails should be clear about the ask and concise to respect the reader’s time. Offering incentives or discounts is also a great way to promote engagement, further strengthening user relationships. 

The following email from Miro is a great example of requesting feedback.

SaaS feedback email examples
Source: https://reallygoodemails.com/emails/share-your-experience-with-us


To start building your next SaaS survey campaign, Beefree’s Survey Template Kit offers a wide range of designs to choose from. 

7. Renewal and upgrade emails

Renewal and upgrade emails in SaaS are essential for maintaining customer retention and driving revenue growth. While their purpose is typically a friendly reminder about upcoming renewals, it also serves as an opportunity to encourage users to upgrade to unlock more features.

These emails should specify when the subscription ends, how to renew or upgrade, and the benefits. The following example from YouTube highlights all of the benefits of renewing your premium plan and offers a clear CTA on the next steps to help avoid friction for the user.

SaaS renewal and upgrade email templates
Source: https://reallygoodemails.com/emails/only-a-few-days-before-your-youtube-premium-benefits-end-renew-now

Free SaaS upgrade email template: https://beefree.io/template/upgrade-to-a-higher-plan 

8. Event invitation emails

For SaaS specifically, events can help amplify the brand’s credibility and recognition, generate leads, and provide ongoing value to existing users. Event invitation emails are a valuable part of this strategy to encourage attendance and user engagement.

The following example from Customer.io invites users to a webinar hosted by industry leaders. The email concisely communicates the webinar's topic and the value it will bring to its users.

event invitation emails for saas
Source: https://reallygoodemails.com/emails/join-our-live-qa-with-marketing-legends

These event invitation emails are usually followed by reminder emails to encourage attendance and registration further.

Start designing your next event invitation emails with Beefree's Webinar Template Kit.

9. Milestone emails

Milestone emails in SaaS help celebrate a user’s significant achievement or a stage in their journey. They provide positive reinforcement and motivation for a user, increasing their likelihood of continued use of the product. For SaaS, these emails also serve as a way to highlight the value of the software by showing the users the progress they have achieved and where they can go with continued use. 

Grammarly is an excellent example of an effective milestone email.

milestone emails for saas
Source: https://reallygoodemails.com/emails/youve-reached-a-new-weekly-streak-milestone

Free milestone email and page templates for SaaS: https://beefree.io/templates/annual_review

Kick off your SaaS email marketing program with Beefree

Reducing churn with SaaS email marketing is not just about sending the occasional reminder or offer - it's about creating a well-rounded, strategic approach that addresses every stage of the customer journey. Your email campaigns should respond to user needs and challenges before they arrive -- positioning your SaaS as the ideal solution for them.

From personalized onboarding emails that ensure new users feel welcomed and informed, to regular engagement emails that keep users active and invested, each type of communication plays a vital role in minimizing churn. While designing campaigns for each touchpoint might be time consuming at first, know that you don't have to do it alone.

Beefree offers a myriad of email templates to support each stage of your customer lifecycle. The best part? It's free. Get started now!

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