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Top Email Design Trends to Look For in 2020

Dalila Bonomi
Dalila Bonomi
Aug 20, 2019
Top Email Design Trends to Look For in 2020
Top Email Design Trends to Look For in 2020

Believe it or not, 2020 is just around the corner, and that means it’s time to start looking ahead to the top email design trends we’re going to see next year. By analyzing some trends we’ve seen in 2019, you can get a jump start on 2020 now and focus on crafting an email design strategy that will help you see more results from your email marketing efforts.

#1. Videos in emails

Video content is only becoming more popular, and integrating video content into your email design can help entice more clicks and a higher open rate. In fact, a study showed that simply using the word “video” in your email subject line can boost your open rate by 19% and your click-through rate by 65%. Videos are easily shareable and can save time, quickly imparting important information to the viewer.Not all major email platforms support video playback within emails; Gmail, Outlook, and Yahoo, for instance, are on the no-go list. So don’t embed a video in your email. Instead, create a thumbnail image and use the image as a clickable link leading to the video on your website (here’s how to do this with BEE). Here, design tool Framer created a video case study highlighting one of their clients.Subject: Video story: Why Booking.com turned to Framer X

video email example

#2. User generated content

User generated content isn’t just for social media — one of the top email design trends we’re seeing now is that UGC is great for emails, too. Include five-star reviews you’ve received or images from customers. To source photos, create your own hashtag like Pottery Barn Kids did here, encouraging customers to share photos on social media. Then, pick some of the best images to share in your emails, remembering to give credit to the original photographer.Subject line: Share your #lovemypbk moments with us!

user generated content email

#3. AI and machine learning

The role of artificial intelligence in creating emails is picking up speed. AI and machine learning algorithms can help write emails that are tailored to each individual subscriber based on how that subscriber has behaved in the past. This email from Frank And Oak, for example, has a personalized subject line that’s most likely based on the recipient’s past interactions with the company.However, even though it’s almost 2020, don’t rely too much on artificial intelligence — humans are still necessary, too, making sure your emails sound personal.Subject line: Kelly, is that what you were looking for?

personalized email

#4. Technology and accessibility

More and more often, we’re noticing that the best html emails have technology embedded with design. Intelligent design means your subscribers can do what you want them to do without leaving the email — for instance, take a survey right in their inbox.Something that fits in here and that’s also very important to focus on is accessibility — making emails easily readable for individuals who have disabilities (whether those are physical disabilities such as low vision, or cognitive/neurological disabilities). Email accessibility can be simple (such as making your font sizes a little bigger) or can get into more complex methods.Subject line: ? Ebook: the ultimate guide to email accessibility

accessible email

#5. Interactivity and feedback 

Focus on creating interactive email experiences for your followers. Interactive emails are more convenient than traditional emails, as they let your subscribers engage with you right in the email.Interactive emails are also a great way to get feedback from your customers. Asking for feedback doesn’t have to be pushy, awkward, or unnatural — you can still create beautiful, well-worded emails that your audience wants to read and respond to.Subject line: We’d love your feedback!

interactive emails asking for feedback

#6. Animation and APNG images

Last but not least on the list of top email design trends: GIF’s and CSS animation. Not only does movement get people’s attention, but animation can be a fun way to set your brand apart and create a unique brand image. Use APNG images instead of GIF’s, as APNG files are a higher quality than GIF files.Here, Envelopes.com created a cute animation of a wiggling Santa hat perched on top of an envelope. As you integrate more animation into your emails, remember that less is more and stick to one primary animation per email.Subject line: ?? Just a few hours left for Christmas in July: Reveal the deal!

email animation

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Email strategies you’ve likely heard of but haven’t implemented yet

While email marketing has come a long way and is changing faster than ever, there’s only so much you can do within 600x1,500 pixels. However, there are no limits to where your creativity can take you. 
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Now, let's be honest—you’ve likely heard about all of these rotating for the last few years. While email marketing has come a long way and is changing faster than ever, there’s only so much you can do within 600x1,500 pixels. However, there are no limits to where your creativity can take you. 

Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

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