Beefree blog

An Email Marketer's Take on Writing Inclusive Emails

Emily Santos
Emily Santos
May 12, 2023
An Email Marketer's Take on Writing Inclusive Emails

For this month's spotlight, we're featuring BEE's very own Shivangani "Shiv" Bedi. In our search for an Email Marketing Consultant, Shiv came highly recommended, and immediately, we knew she was the right fit for our team.With 13 years of email marketing experience, Shiv has the important job of communicating with our 350,000 email subscribers across all our solutions and newsletters. Her extensive experience keeps us in check when creating inclusive emails and helps us communicate with our diverse audiences. And, of course, recommends the best tools in the market to get things done efficiently (BEE Pro being one of them, of course).Thank you, Shiv, for being such a great part of our team! Here's a little about her story: 

Can you walk us through your journey as a marketer? 

My passion for email marketing started far back during my college years. During class, we were assigned a task to “build our own websites,” and I fell in love with both the technical and non-technical aspects of this project. The rest is history.My career path has been like a waterfall, moving in one direction, sometimes very steady and other times full of motion.During this 13-year-long journey, I've had the opportunity of working across three different continents - India, The United Kingdom, and Canada. I've been part of many start-ups and multi-billion dollar companies, both in-house and in agency environments. Each role helping me gain more knowledge and experience in digital marketing than the last.My first title was Assistant Manager in a start-up organization. My specialty? Generating leads for Insurance products. To be truthful, it was a very challenging job, but it was during this time I got an opportunity to wear my email marketer hat. A hat that I have never taken off. After that, I worked as a Business Analyst at Tesco HSC India. It was here that I learned all the ins and outs of email marketing operations. This role was heavy on coordination with data, creatives, stakeholders, and content teams to strategize and deploy email campaigns.In pursuit of more, I began working with “Mapp Digital.” This is the largest independent digital marketing technology organization in the world, with corporate offices in the U.S. and The UK, so the stakes were high. For five years, I worked in a fast-paced agency and managed a team of 6. Our goal was to deliver error-free and on-brand campaigns. I was awarded “MappStar” & PS Person of the Year” for two consecutive years.Finally, I began my journey with MRM Mccan group, a global direct and digital marketing agency. I worked with a leading automobile brand and assisted in auditing their programs/build journeys on the Responsys ESP platform. This role allowed me to explore the technical parts of the programs, as I helped identify the right tools and technologies to improve and build the best-in-class automation.And in between all of that, I worked for some big brands in the food industry, such as Skipthedishes and Goodfood. Managing end-to-end email/mobile marketing channels with esp like Braze and Emarsys. As I said, my career path in the last 13 years has been nothing short of fulfilling ;).

What makes you unique within the space? How do you infuse your different identities into your work?

Over the past 13 years, I've worked with so many different ESP platforms that I like to say I am an "ESP agnostic resource."I have also witnessed digital transformation. When I graduated, everything was done manually, now, there are hundreds of tools to help us automate campaigns within a few minutes. I've had to constantly incorporate evolving technologies into the strategies I pitch.Due to this, I like to think I am a well-versed email marketer that can manage the 360 spectrum of email/mobile channels, as well as the technical and non-technical aspects of the job.I have a multitude of identities and experiences that make me unique. This includes my race, ethnicity, culture, religion, sexual orientation, and socioeconomic background.Infusing my identity into my work has allowed me to build strong authentic connections with colleagues and clients. As well as bring unique and valuable perspectives to the table.

As someone representative of many different cultures and identities, what are your best email marketing tips for creating inclusive emails?

Creating inclusive marketing campaigns requires a thoughtful and intentional approach. An approach that prioritizes respect for diverse cultures and identities. By keeping these tips in mind, you can create marketing materials that resonate with a wide range of people and promote a more inclusive society.

1. Know your audience

Before creating a marketing campaign, research and understand the demographics of your target audience, including their cultural backgrounds, values, and beliefs. This will help you create messaging that resonates with them and avoids stereotypes or offensive language.

2. Use inclusive language

Avoid language that could be considered offensive or exclusionary to any particular group. Use gender-neutral language where possible, and avoid using slang or regional dialects that may be unfamiliar to some audiences.Read more: 3 Tips for More Diverse and Inclusive Emails 

3. Incorporate diverse imagery

Include images and visuals that represent a diverse range of cultures, races, ages, and abilities. This can help make your marketing materials more relatable and inclusive.

4. Seek feedback

Consider seeking feedback from members of diverse communities to ensure your're writing inclusive emails that are culturally sensitive and appropriate. This can help you avoid unintentionally offending or excluding certain groups.

5. Emphasize shared values

Focus on the values that your product or service can offer to a diverse range of people rather than solely emphasizing one particular cultural or identity group. This can help you appeal to a wider audience while still acknowledging and celebrating diversity.

6. Be authentic

Ensure that your marketing materials accurately represent your brand's values and mission, and avoid cultural appropriation or tokenism. Be honest and transparent in your messaging, and demonstrate a commitment to diversity and inclusion through your actions as well as your words.

In what ways do you think the email marketing space can better support and elevate diverse voices?

1. Prioritize diversity and inclusion in hiring:

The marketing industry should actively seek out and hire individuals from diverse backgrounds, including people of color, LGBTQ+ individuals, and individuals with disabilities. This will help ensure that diverse perspectives are represented throughout the marketing process. These individuals should be part of the process of developing something as big as your mission statement to something small like sending out inclusive emails.

2. Provide training and education

The marketing industry should invest in training and education programs that help individuals understand and address issues related to diversity and inclusion. This includes providing education on topics like cultural competency, implicit bias, and intersectionality.

3. Foster an inclusive culture

I can’t emphasize how important this point is. Companies should create a culture that values and celebrates diversity and inclusion. This includes promoting open communication, providing opportunities for feedback, and encouraging employees to bring their whole selves to work.

4. Amplify diverse voices in marketing campaigns:

Finally, the marketing industry can help craft inclusive emails by elevating diverse voices. My recommendation is to actively seek out individuals with different backgrounds and experiences and make it a priority to amplify the voices that are so often ignored. This can include working with diverse influencers, featuring diverse individuals in advertisements, and creating content that celebrates diverse cultures and identities.Overall, the marketing industry has a responsibility to prioritize diversity and inclusion and ensure that diverse voices are represented and elevated in all aspects of the marketing process. By taking these actions, we can create a more equitable and inclusive society.

Where do you see email marketing in 5 years?

Email marketing has been around for several decades and has proven to be an effective marketing tool for businesses of all sizes. However, the way that people use and interact with email has changed significantly in recent years. Here are some potential developments that we may see in the next five years:

1. Greater personalization (1-to-1 marketing)

Personalization has become increasingly important in email marketing, and this trend is likely to continue in the years to come. Businesses may use advanced data analytics and machine learning algorithms to tailor their email campaigns to individual customers' interests and behaviors.

2. More automation

Email marketing automation has become more widespread in recent years, and this trend is likely to continue. Automation can help businesses save time and resources by automatically sending personalized emails based on triggers such as customer behavior or purchase history.

3. More interactive emails

Interactive emails that include embedded videos, animations, and other multimedia elements are becoming more common. As email clients and devices become more advanced, we may see even more interactive email experiences that help businesses engage with their audiences in new and exciting ways.

4. Better email accessibility

Email accessibility has become increasingly important, with more businesses working to make their emails accessible to people with disabilities. In the next 5 years, we may see more email clients and marketing platforms provide built-in accessibility features to help businesses reach a wider audience.

5. Continued integration with other marketing channels

Email marketing is just one piece of the larger marketing puzzle, and businesses are likely to continue integrating their email campaigns with other marketing channels, such as social media and content marketing. This can help create a more cohesive and effective marketing strategy.To conclude, email marketing is likely to continue evolving in the years to come, with new technologies and trends shaping the way that businesses engage with their audiences through email. By staying up-to-date with these developments, businesses can continue to leverage email as a powerful marketing tool in the years to come.

Related posts

Marketing Agency Email Templates to Enhance Your Communications

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

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

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

Unique challenges in agency email marketing

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

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

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

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

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

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

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

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

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

How to choose an HTML template

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

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

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

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

3 Essential email templates for marketing agencies

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

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

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

Welcome email template

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

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

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

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

The email ends with a footer containing vital information. 

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

Newsletter template

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

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

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

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

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

Survey email template

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

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

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

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

The value of email marketing for agencies

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

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

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

Explore Beefree’s email marketing template library

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

Choosing the Best Email Marketing Software for Agencies

With a multitude of email marketing software options available, the process of comparing them can be time-consuming. Here are some top tips for choosing the right email marketing software for your growing agency.
Beefree team
Apr 25, 2024

The ideal email marketing software has two jobs: support your growing agencies marketing and deliver exceptional results for your clients. So, how do you know which tool is right for you?

Types of email marketing software

Email marketing encompasses a multifaceted process, involving strategic planning, creative design, content creation, list building, targeting, analysis, and more.

Different software tools cater to different facets of this process, each offering distinct features and functionalities. Broadly categorized, there are four types of email marketing software to consider:

1. Automation

Automation softwares can increase productivity by taking over of mundane and repetitive tasks involved in the email creation process. More importantly, automation solutions can help send the right emails at the right time. For example:

  • Emailing a cart abandonment reminder to customers who put items in their cart but don’t buy them
  • Sending a multi-email introduction campaign to customers or clients who sign up to a mailing list
  • Sending product or service recommendation emails to users based on their past purchases
  • Emailing a re-engagement email to clients or customers who haven’t made a purchase in a long time

2. Design and campaign creation

Email design software allows you to create effective, engaging email campaigns quickly and easily. These tools offer a user-friendly interface, often times with drag-and-drop functionalities that enable even those with limited design skills to create visually appealing emails swiftly.

Email design tools vs. email service providers

Moreover, these platforms often include features like A/B testing, dynamic content capabilities, and integration with other marketing tools, enhancing the effectiveness and efficiency of email campaign creation.

An email service provider serves as the platform through which you send your emails, while an email design tool is specifically designed for creating visually appealing and professional emails. An effective email design tools should easily integrate with your ESP to ensure a seamless workflow.

3. Analytics and reporting

An email marketing analytics tool monitors and analyzes the outcomes of your email marketing initiatives, encompassing metrics such as open rates, click-through rates, and engagement rates. Additionally, it should report details about your audience, such as demographics and behaviour, to help you make data driven decisions on the type of content that appeals to your readers and who is the most engaged.

4. List management and segmentation

A list management and segmentation tool facilitates the efficient management, organization, and maintenance of your mailing lists. These tools empower agencies to create distinct segments based on demographics or user actions.

For instance, when promoting your agency, you can create segments for existing clients and prospects. Alternatively, you might segment based on industry, such as retail, healthcare, or B2B sectors. These segmentation capabilities streamline targeted marketing efforts and enhance campaign relevance and effectiveness.

Factors to consider when choosing email marketing software

Selecting the right email marketing software is a crucial decision for agencies. Given the vast array of options available, each offering unique features and capabilities, many agencies use multiple tools to maximize their email efforts.

Whether you're looking for an all-in-one solution or exploring different options, it is essential to carefully assess several factors to make an informed decision:

  • Usability and interface: While there may be a learning curve with any new software, opting for a user-friendly interface ensures that your team can quickly adapt and efficiently create campaigns.
  • Pricing and plans: Budget considerations are paramount. Most software providers offer various plans tailored to different needs, so ensure you compare the appropriate plan options to your organization's unique needs.
  • Specialization: Some email marketing tools specialize in specific industries or niches. For example, certain tools are tailored for healthcare and life sciences, while others cater to tech companies. Considering the specialization of each tool ensures that you select one aligned with your agency's industry focus and requirements.

Review of 5 email marketing software for agencies

There are countless email marketing software solutions on the market, each with its own pros and cons, so you could pour months into comparing each one. Ultimately, each agency needs to choose the right tool or combination of tools to suit their needs, but here are a few of the best email marketing software for agencies to consider.

Omnisend

Omnisend is a comprehensive email marketing platform, offering an array of features including a drag-and-drop email builder and automation capabilities. However, its standout feature lies in its robust email list management and segmentation functionalities. Omnisend simplifies the process of collecting email addresses and building lists while providing tools to segment these lists for highly targeted campaigns. Additionally, its A/B testing feature enables you to gauge the effectiveness of different designs and messages for each audience segment.

While there is a free plan to get you started, standard plans start at $16 per month and increase based on the number of contacts you’ll be managing.

Beefree

Beefree is an agnostic email design tool focused solely on delivering top-notch email design solutions. Boasting a collection of over 1,700 expertly crafted templates, Beefree emphasizes best practices while offering a user-friendly email builder and editor for customizable email and landing pages.

Beefree offers advanced functionalities such as responsive and mobile-friendly design, AI-driven content creation capabilities, and built in collaboration solutions. The platform follows a "start for free, upgrade as you grow" pricing method that makes it the perfect solution for agencies of any size.

Mailchimp

Mailchimp is a versatile email marketing platform that encompasses a wide range of functionalities, including list management, email design, and data tracking. However, due to its all-in-one nature, Mailchimp's advanced options within each feature category may be somewhat limited. For basic usage, Mailchimp offers a free plan and for advanced controls plans begin at $13 per month.

Learn more: Integrating Beefree with Mailchimp

Drip

If you want to take advantage of the latest in automation, Drip is a helpful tool to have in your toolbox. Drip is a robust marketing automation tool designed to streamline targeted email campaigns and multi-channel marketing initiatives. While it excels in catering to e-commerce clients, it may not be as suitable for B2B clients or internal agency marketing. Drip does have certain limitations, particularly in email design functionalities such as spam testing. However, it shines in efficiently managing substantial contact lists.

Pricing starts at $39 per month with a 14-day free trial.

Unlayer

Similarly to Beefree, Unlayer is also an email design tool with a drag-and-drop email editor. Due to its simplicity, Unlayer is a great solution for a broader audience, including marketing agencies, businesses, and individual designers. It's comprehensive set of features, include template and module organization, collaboration, and integrations with third-party apps.

Unlayer offers a free plan with basic essentials, as well as plans starting at $15 per month and $30 per month.

How to choose the right email marketing software for your agency

Now that we’ve taken a survey of the landscape and the types of email marketing software solutions available, how do you know which tools are best for your agency? Here are some key questions to ask as you’re narrowing your options:

  • Can this tool manage multiple accounts effectively? As an agency, you'll likely need to handle your own email marketing as well as manage accounts for each client. Assess the tool's capabilities for managing multiple businesses or brands in an organized manner.
  • Is this tool suitable for the types of clients I serve? Consider whether the email marketing tool is designed for retail, e-commerce, B2B, or specific industries. Ensure that the tools you choose align with the diverse needs of not just your agency, but your clients.
  • Does this product or plan offer support? Evaluate the available support options, such as phone support, online chat, etc., as you may require assistance with software features or technical issues. Understand the support provided with each plan to make an informed decision.
  • How scalable is this platform? Hopefully, your agency will grow to take on more clients. Anticipate future growth for your agency and assess whether the software can accommodate an increase in clients. Determine how seamless it is to upgrade to more advanced plans as your agency expands.
  • How does this tool integrate with or enhance my current workflows? Choose a platform that aligns with your desired email marketing workflow, such as easy internal or client approvals, integration with customer management software, and other related tools.

By addressing these questions, you can narrow down your selection to the top email marketing software options that best meet your agency's requirements and goals.

How Beefree helps agencies with email marketing

Selecting the appropriate solution for your growing agency is pivotal in not only enhancing the success and efficiency of your agency's email campaigns, but that of your clients.

While finding the perfect fit for each aspect of your email marketing program can be challenging, when it comes to email design, Beefree simplifies the process. Due to its agnostic nature, integrating Beefree into any sending platform is seamless and with a myriad of resources, there is minimal learning curve. Through its accessible pricing plans and enterprise-level solutions, Beefree paves the way for agencies to elevate their email marketing strategies and drive impactful results for clients.


If you're a growing agency looking to see Beefree's full collaboration features in action, sign up for a 15-day free Business plan trial

Elevate Your Email Campaigns: Optimal Banner Size & Design Tips

Discover the perfect email banner size for your campaign with our comprehensive guide, including design tips, best practices, and inspiration to enhance your emails.
Beefree team
Apr 17, 2024

Every marketer knows that branding, visually engaging branding, matters. In a recent HubSpot survey, 20% of marketers reported to see a direct correlation between their design choices and an increase in email engagement.

In email marketing specifically, one of the first design elements a recipient views is your banner, making it crucial to grab the attention of the reader at first glance. An email banner should effectively convey your message, resonate with your audience, and be responsive regardless of what device your recipient uses to view your emails.

Let's discuss email banner best practice to follow that will ultimately lead to improve results of your email campaigns.

What is an email banner?

An email banner is a strategic design element element that appears at the top of your emails to catch the immediate attention of your reader. Sometimes called an email header, your banner is where you’ll introduce the main purpose of your email, like that amazing sale you’re advertising or the product launch of the century, and reel in customers’ so they scroll through the rest of the email.

Your email banner is your chance to make a fantastic first impression. Let’s explore the best email banner sizes and best practices to keep in mind.

Ideal email banner sizes

It is an outdated solution to automatically set all email banners to a width of 600px. With screen sized of both mobile and desktop devices varying so widely, it's important to ensure your email banner size is responsive for optimal viewing experience.

  • For desktop users, a banner 650-700 pixels wide and 90-200 pixels tall is ideal
  • For mobile users, the ideal banner is 350 pixels wide and up to 100 pixels tall

These updated dimensions follow responsive design best practices allowing email banners to render properly in a variety of email clients and devices.
Responsive design allows your email design to automatically adjust to the screen size of a customer’s device.

PRO tip: using an email design template that is already built to be responsive makes following this best practice a breeze.  

Impact of email banner size on campaign performance

A banner that’s poorly sized could become distorted when customers open it in their Gmail, Outlook, or whatever email platform they use.

This makes your email look less professional and it can also be harder to read so it doesn’t get your message across as well. A poorly sized email banner can also affect the user experience. If the banner is too wide, for example, it forces customers to scroll horizontally and it doesn’t allow them to see the entire banner in one view.

Not only do these issues affect the overall experience customers have with your email but they can also squander the excellent engagement opportunity that a well-designed email banner can be. According to Opensense's data, email banners can have 5-10% engagement rates,  a significant enhancement compared to the average click-through rate of 1.4% in emails.

Best practices for email banner design

Your banner size is an important part of designing an effective email banner, but it’s one of many. Check out these best practices to make your email banner even more powerful in garnering the engagement of your recipients.

  • File size: Any image in your email, but specifically your email banner, should be of high-quality. The ideal image should be download as a PNG at a resolution of 72dpi at 40kb or below.
  • Inverted pyramid: This "rule" in email design relates to adding the most important information at the top, working your way down to the least important information. When designing your email banner, make sure it clearly communicates the most important message in your email.
  • Brand consistency: As important as it is that your email banner makes a positive impression and communicates the main purpose of your email, it also should align with your brand. Make sure the design uses your brand colors, logo, or other aspects that make it consistent with your brand’s visual identity.
  • Text: Your banner needs to communicate your message, but less is more. Keep your copy sparse so it isn’t visually overwhelming and so the focus stays on your core intention. Ideally, 45-75 characters on a line is the sweet spot.
  • Email-friendly fonts: Make sure you use email-safe fonts that render reliably on major email platforms.
  • Accessibility: You want your banner’s message to reach as many customers as possible, and that includes customers with disabilities. Make sure to include accessibility features like using alt text so viewers with visual impairments can understand your message and using color combinations that viewers with color blindness can see.
  • Interactivity: Your email banner doesn’t have to be just a plain image or text. Consider making it interactive, such as with a GIF or a video that grabs your viewers’ attention.
  • Testing: You can follow all the rules for proper email banner size and design, but it’s still important to test it in action to make sure it shows up the way you want it to. Always send yourself a test email and see how that test email looks on different devices and platforms before you send it to your subscriber list.

For inspiration, check out these excellent email banners. This one from Beefree's template catalog clearly communicate the purpose of the email, remains consistent in branding throughout and plays with visual and text hierarchy to guide the reader's eye.

color of the year beefree email template
Use this template

This other email banner uses a navigation bar to keep the reader in the brand's ecosystem allowing readers to learn more about the marketing agency. This simple, yet effective email header communicates clearly the purpose of the email using imagery and text and has a clear CTA to lead the reader to complete the desired action without needing to scroll.

free beefree webinar email template
Use this template

Common mistakes in email banner design

When creating a strong email banner, it’s just as important to avoid doing the wrong things as it is to do the right things. Watch for these common pitfalls in email banner design:

  • Over-designing: Your email banner is prime real estate in your email, so of course you want to make the best use of that real estate. If you try to cram too much into that banner, though, you may lose your core message entirely because viewers don’t know where to look. 
  • Hard-to-read fonts: Your email banner is a wonderful place to get creative and build visual appeal, so of course you want to use fun design elements and fonts.
    But at the end of the day, the purpose is to send a message, so make sure the ornamental fonts you use are still clear enough that they’re easy to read.
  • Lack of responsive design: We’ve touched on this above but it’s also a common misstep that’s worth mentioning. Considering that 46% of emails are opened on mobile devices, every email and banner you create must be responsive to maintain its visual quality on any email platform.

Leveraging Tools for Email Marketing Banner

There’s a lot to consider as you’re designing an email banner, but we have great news: there are tools that can make it easier.

Take Beefree for example. Our extensive email template library has over 1,700 pre-built templates that already use banner design best practices like responsive design, minimal text for maximum impact, and proper sizing. Our HTML email editor makes it easy to customize these designs for your brand and messaging.

Start designing with ease and sign up for a free account today! 

Marketing Agency Email Templates to Enhance Your Communications

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

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

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

Unique challenges in agency email marketing

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

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

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

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

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

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

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

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

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

How to choose an HTML template

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

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

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

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

3 Essential email templates for marketing agencies

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

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

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

Welcome email template

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

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

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

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

The email ends with a footer containing vital information. 

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

Newsletter template

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

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

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

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

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

Survey email template

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

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

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

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

The value of email marketing for agencies

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

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

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

Explore Beefree’s email marketing template library

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

Choosing the Best Email Marketing Software for Agencies

With a multitude of email marketing software options available, the process of comparing them can be time-consuming. Here are some top tips for choosing the right email marketing software for your growing agency.
Beefree team
Beefree team
25 Apr
2024

The ideal email marketing software has two jobs: support your growing agencies marketing and deliver exceptional results for your clients. So, how do you know which tool is right for you?

Types of email marketing software

Email marketing encompasses a multifaceted process, involving strategic planning, creative design, content creation, list building, targeting, analysis, and more.

Different software tools cater to different facets of this process, each offering distinct features and functionalities. Broadly categorized, there are four types of email marketing software to consider:

1. Automation

Automation softwares can increase productivity by taking over of mundane and repetitive tasks involved in the email creation process. More importantly, automation solutions can help send the right emails at the right time. For example:

  • Emailing a cart abandonment reminder to customers who put items in their cart but don’t buy them
  • Sending a multi-email introduction campaign to customers or clients who sign up to a mailing list
  • Sending product or service recommendation emails to users based on their past purchases
  • Emailing a re-engagement email to clients or customers who haven’t made a purchase in a long time

2. Design and campaign creation

Email design software allows you to create effective, engaging email campaigns quickly and easily. These tools offer a user-friendly interface, often times with drag-and-drop functionalities that enable even those with limited design skills to create visually appealing emails swiftly.

Email design tools vs. email service providers

Moreover, these platforms often include features like A/B testing, dynamic content capabilities, and integration with other marketing tools, enhancing the effectiveness and efficiency of email campaign creation.

An email service provider serves as the platform through which you send your emails, while an email design tool is specifically designed for creating visually appealing and professional emails. An effective email design tools should easily integrate with your ESP to ensure a seamless workflow.

3. Analytics and reporting

An email marketing analytics tool monitors and analyzes the outcomes of your email marketing initiatives, encompassing metrics such as open rates, click-through rates, and engagement rates. Additionally, it should report details about your audience, such as demographics and behaviour, to help you make data driven decisions on the type of content that appeals to your readers and who is the most engaged.

4. List management and segmentation

A list management and segmentation tool facilitates the efficient management, organization, and maintenance of your mailing lists. These tools empower agencies to create distinct segments based on demographics or user actions.

For instance, when promoting your agency, you can create segments for existing clients and prospects. Alternatively, you might segment based on industry, such as retail, healthcare, or B2B sectors. These segmentation capabilities streamline targeted marketing efforts and enhance campaign relevance and effectiveness.

Factors to consider when choosing email marketing software

Selecting the right email marketing software is a crucial decision for agencies. Given the vast array of options available, each offering unique features and capabilities, many agencies use multiple tools to maximize their email efforts.

Whether you're looking for an all-in-one solution or exploring different options, it is essential to carefully assess several factors to make an informed decision:

  • Usability and interface: While there may be a learning curve with any new software, opting for a user-friendly interface ensures that your team can quickly adapt and efficiently create campaigns.
  • Pricing and plans: Budget considerations are paramount. Most software providers offer various plans tailored to different needs, so ensure you compare the appropriate plan options to your organization's unique needs.
  • Specialization: Some email marketing tools specialize in specific industries or niches. For example, certain tools are tailored for healthcare and life sciences, while others cater to tech companies. Considering the specialization of each tool ensures that you select one aligned with your agency's industry focus and requirements.

Review of 5 email marketing software for agencies

There are countless email marketing software solutions on the market, each with its own pros and cons, so you could pour months into comparing each one. Ultimately, each agency needs to choose the right tool or combination of tools to suit their needs, but here are a few of the best email marketing software for agencies to consider.

Omnisend

Omnisend is a comprehensive email marketing platform, offering an array of features including a drag-and-drop email builder and automation capabilities. However, its standout feature lies in its robust email list management and segmentation functionalities. Omnisend simplifies the process of collecting email addresses and building lists while providing tools to segment these lists for highly targeted campaigns. Additionally, its A/B testing feature enables you to gauge the effectiveness of different designs and messages for each audience segment.

While there is a free plan to get you started, standard plans start at $16 per month and increase based on the number of contacts you’ll be managing.

Beefree

Beefree is an agnostic email design tool focused solely on delivering top-notch email design solutions. Boasting a collection of over 1,700 expertly crafted templates, Beefree emphasizes best practices while offering a user-friendly email builder and editor for customizable email and landing pages.

Beefree offers advanced functionalities such as responsive and mobile-friendly design, AI-driven content creation capabilities, and built in collaboration solutions. The platform follows a "start for free, upgrade as you grow" pricing method that makes it the perfect solution for agencies of any size.

Mailchimp

Mailchimp is a versatile email marketing platform that encompasses a wide range of functionalities, including list management, email design, and data tracking. However, due to its all-in-one nature, Mailchimp's advanced options within each feature category may be somewhat limited. For basic usage, Mailchimp offers a free plan and for advanced controls plans begin at $13 per month.

Learn more: Integrating Beefree with Mailchimp

Drip

If you want to take advantage of the latest in automation, Drip is a helpful tool to have in your toolbox. Drip is a robust marketing automation tool designed to streamline targeted email campaigns and multi-channel marketing initiatives. While it excels in catering to e-commerce clients, it may not be as suitable for B2B clients or internal agency marketing. Drip does have certain limitations, particularly in email design functionalities such as spam testing. However, it shines in efficiently managing substantial contact lists.

Pricing starts at $39 per month with a 14-day free trial.

Unlayer

Similarly to Beefree, Unlayer is also an email design tool with a drag-and-drop email editor. Due to its simplicity, Unlayer is a great solution for a broader audience, including marketing agencies, businesses, and individual designers. It's comprehensive set of features, include template and module organization, collaboration, and integrations with third-party apps.

Unlayer offers a free plan with basic essentials, as well as plans starting at $15 per month and $30 per month.

How to choose the right email marketing software for your agency

Now that we’ve taken a survey of the landscape and the types of email marketing software solutions available, how do you know which tools are best for your agency? Here are some key questions to ask as you’re narrowing your options:

  • Can this tool manage multiple accounts effectively? As an agency, you'll likely need to handle your own email marketing as well as manage accounts for each client. Assess the tool's capabilities for managing multiple businesses or brands in an organized manner.
  • Is this tool suitable for the types of clients I serve? Consider whether the email marketing tool is designed for retail, e-commerce, B2B, or specific industries. Ensure that the tools you choose align with the diverse needs of not just your agency, but your clients.
  • Does this product or plan offer support? Evaluate the available support options, such as phone support, online chat, etc., as you may require assistance with software features or technical issues. Understand the support provided with each plan to make an informed decision.
  • How scalable is this platform? Hopefully, your agency will grow to take on more clients. Anticipate future growth for your agency and assess whether the software can accommodate an increase in clients. Determine how seamless it is to upgrade to more advanced plans as your agency expands.
  • How does this tool integrate with or enhance my current workflows? Choose a platform that aligns with your desired email marketing workflow, such as easy internal or client approvals, integration with customer management software, and other related tools.

By addressing these questions, you can narrow down your selection to the top email marketing software options that best meet your agency's requirements and goals.

How Beefree helps agencies with email marketing

Selecting the appropriate solution for your growing agency is pivotal in not only enhancing the success and efficiency of your agency's email campaigns, but that of your clients.

While finding the perfect fit for each aspect of your email marketing program can be challenging, when it comes to email design, Beefree simplifies the process. Due to its agnostic nature, integrating Beefree into any sending platform is seamless and with a myriad of resources, there is minimal learning curve. Through its accessible pricing plans and enterprise-level solutions, Beefree paves the way for agencies to elevate their email marketing strategies and drive impactful results for clients.


If you're a growing agency looking to see Beefree's full collaboration features in action, sign up for a 15-day free Business plan trial

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