SaaS Email Marketing Strategies for Reducing Churn

I can hardly believe it’s been a decade since Beefree’s humble beginnings. 

The first version of Beefree launched on October 18, 2014. We shared our excitement on Hacker News, and to our complete surprise, 20,000 people visited our minimalist-looking website in the first weekend. I remember thinking, “What??? We’re famous!!” 

A few days later, the hype died down, and we realized that no one had signed up for anything. For some back story, when Beefree first launched, we envisioned it as a growth marketing experiment for MailUp, an Italy-based email marketing platform.

We thought, "We’ll provide marketers with a free email builder and pitch them MailUp after they finish designing their email: many of them will sign up!" Except… nope. While people loved our email builder, they were loyal to the platforms they were using to send their emails. It’s safe to say that the experiment failed. 

But this was the start of bringing something to the market that many were in dire need of. In fact, we got a ton of unexpected feedback. One comment on Hacker News stood out: “Any chance of Beefree being embeddable, either as a service or open source?" 

From that comment came our first sale of “Beefree” for the license of an embeddable version of our email editor. 

10 years later, our content builder, Beefree SDK, is embedded in over 1,000 SaaS applications worldwide, including some of the biggest names in tech. Roughly half a million people per month, across all of those applications, use Beefree to design a massive amount of emails, landing pages, and other digital content. 

While our product has always been key to our growth, we wouldn’t be where we are today without a truly passionate group of people who deeply care about their work. In ten years, the team has grown from 6 to over 100, spanning Europe and the United States. 

So what better way to celebrate this important milestone, than to hear from the very voices of the amazing people that have been sharing in this adventure?

To you who are reading—thank you for being a part of this wonderful evolution. We can’t wait to see what’s next.

Massimo Arrigoni
Beefree Founder & CEO

Reflecting on a decade: 8 employees share about their time at Beefree

#1:  The power of teamwork is priceless 

As we celebrate a decade of innovation and growth, I can’t help but marvel at the journey. When I joined 7 years ago, there were just 9 of us, fueled by passion and vision. Now, we’ve grown into a dynamic team of over 100, each one of us playing a vital role in this success story.

My path to this company was anything but ordinary. After years of freelancing, launching businesses, and even co-founding a startup, I took a leap of faith to join this team—and I haven’t looked back. The greatest reward? Realizing that nothing compares to the thrill of achieving a goal as a team. The collective energy, shared ambition, and that moment of victory together—it's simply unbeatable.

Being part of this journey, with a team that’s constantly evolving, always aiming higher, and embracing every challenge, has been an incredible adventure.

Here’s to the next chapter of us pushing boundaries, breaking new ground, and doing it all together.

“The greatest reward? Realizing that nothing compares to the thrill of achieving a goal as a team.”
- Matteo Santagata, Full Stack Engineer Associate Manager

#2:  Build something that matters

Saying I’ve been working on Beefree SDK for 7 years feels totally normal to me. But every now and then, someone reminds me that it's actually rather extraordinary in the tech world. Some engineers switch roles every couple of years, trying them on like new pairs of shoes. Not too long ago, at a trade show, a young sales engineer looked at me, astonished, and said, “You must really love the work.” I just smiled, took a moment to reflect, and simply nodded, “Yes, yes, I really do.”

It wasn’t exactly a grand revelation, but it gave me pause. We’ve all heard the saying, "If you love what you do, you’ll never work a day in your life." It’s cliché for a reason, but that was the first time it clicked for me: Seven years doesn’t feel like seven years.

It’s hard to point to just one reason why.

It’s a mix of so many things—the culture of trust, the tangible impact of the features we build, like improving accessibility so someone can create content on their own for the first time. It’s all of those experiences combined that make the journey worth it. And honestly, I can easily see myself saying the same thing at our 20-year anniversary, still feeling like it all started yesterday.

“It’s a mix of so many things—the culture of trust, the tangible impact of the features we build, like improving accessibility so someone can create content on their own for the first time.”
- Matt Weber, Senior Software Architect

#3: Building community and growing across borders

I started working at Beefree in 2014, and it has been an incredible journey that I feel grateful to reflect on today. My time here has been filled with learning, growth, and some unexpected turns—most notably my move from Milan to Denmark in 2016. What could have been a challenging transition was made seamless by the company’s support, allowing me to continue working remotely from my new home.

Living in Denmark for the past years has profoundly shaped me. Denmark is a country built on the values of equality, trust, and community—principles that resonate deeply within Danish culture. One fun cultural aspect I encountered is “janteloven”, or “the law of Jante”, a Nordic philosophy that emphasizes humility and equality, discouraging any form of boasting or thinking of oneself as superior. It’s a reflection of how strongly Danes value the collective over the individual.

What I found most surprising was how these learnings from living in Denmark paralleled my experience at Beefree. Just like Denmark’s culture, Beefree emphasizes a sense of community and the importance of trust. This has taught me how critical teamwork is, and how much more enriching it is to celebrate successes as a team rather than just as individuals. There is something truly special about being part of a team where mutual trust and shared values create an environment where everyone can thrive.

Over the past decade, I’ve learned that both in work and in life, the real magic happens when people come together. The experience has taught me that no matter how far we are from each other geographically, a strong sense of community and shared purpose can keep us connected. As I look forward to the future, I am excited to keep building on these values with my colleagues at Beefree, growing together, one step at a time.

“I’ve learned that both in work and in life, the real magic happens when people come together.”
- Cinzia Tavernini, Senior Account Manager

#4:  Embrace change 

The idea of celebrating our tenth anniversary feels almost surreal. Has it really been ten years since we launched beefree.io?

Breaking down this journey into years, months, or days is hard. Looking back, I vividly recall the excitement and nervous energy as we launched the beta version, reaching out to connect with people around the globe. We called out, “We’re here to help you and learn with you,” hoping to serve others. Trying to visualize everything that’s happened since then feels like watching a fast-forwarded movie, where the number of people and the depth of relationships continually grow.

If there’s one constant since we began, it’s continuous change—fueled by constant learning and guided by the curiosity of explorers embarking on their first journey.

Perhaps that’s why it seems strange that ten years have passed—when you’re immersed in a journey like this, time loses its significance. We’re traveling with no fixed destination; what matters most is the act of traveling together.

This extraordinary journey has only been possible because of the remarkable people who have come together, united by strong principles and a shared purpose. I know this is a privilege, and I’m deeply grateful to everyone who has been part of this.

As we look ahead, I’m excited about the possibilities that await us. Here’s to continuing the journey, embracing the unknown, and discovering new horizons together.

“If there’s one constant since we began, it’s continuous change.”
- Guillermo Padilla, Head of Product

#5: Embrace the complexity of remote 

As I reflect on my journey with Beefree, leading People & Culture at a global company with roots in Italy and a dynamic business in the U.S. has been an adventure shaped by innovation and transformation.

Beefree has been running as a remote-first company for 10 years. At first, I thought leading remotely meant simply managing from a distance—overcoming time zone challenges while balancing flexibility and risk. But I quickly realized it’s far more complex. Remote work isn’t just about geography; it blurs boundaries between ‘nowhere’ and ‘everywhere.’ Without the right mindset and cultural mapping artifacts, it can be isolating and overwhelming. 

We are uncovering new ways of working to transform this challenge into an opportunity, fostering a culture of clear communication, empathy, and self-care. It’s a journey of continuous improvement—one I’m excited to keep learning from every day.

“It’s a journey of continuous improvement—one I’m excited to keep learning from every day.”
- Enrica Lipari, People & Culture Director

#6: 100 employees is complicated – and it is a treasure

Think of hosting a BBQ with 100 people. Or going on vacation with 100 people. Or how about throwing a birthday party for your little one with another 100 little ones? 100-people anything is complicated. How can it not be? I’m complicated. You’re complicated. How about 100 of us???  

Companies are this somewhat random mix of complicated human beings that get together to build things for other complicated humans. How cool is that? And yes, messy too. But as long as there’s a positive, respectful, caring cultural foundation that makes it (mostly) work, relax, take a deep breath, and enjoy daily new discoveries. That’s what building a company is ultimately all about.

“Companies are this somewhat random mix of complicated human beings that get together to build things for other complicated humans. How cool is that?”
- Massimo Arrigoni, CEO

#7:  It’s the People 

With apologies to Mars Blackman and Michael Jordan... it's not the shoes; so it's gotta be the PEOPLE! 

Like any sports organization, a business is made up of individuals working together for a common purpose (you know - a team). I've worked at many different companies over the years, and not a single one has come close to replicating the trust and passion found among my colleagues at Beefree... and I'm extremely grateful to be a part of this 10 year birthday celebration!

“I've worked at many different companies over the years, and not a single one has come close to replicating the trust and passion found among my colleagues at Beefree.”
- Cedric Adams, Business Development Manager

#8:  Growing together on an exciting journey

Being part of this project from day one has been an extraordinary journey, one that has shaped both my career and my perspective on teamwork and innovation. I started as a full-stack developer, diving into the code, shaping the first iterations of what would become a powerful tool for creativity. Today, I have the immense honor of leading a development team that has grown beyond what I could have imagined. Watching this team evolve growing in size, talent, and ambition—has been one of the most rewarding experiences of my career.

What truly stands out is the growth of the people. Over the years, I’ve witnessed colleagues take on new challenges, step into leadership roles, and push the boundaries of what we can achieve together. Every individual contribution has played a vital role in our collective success, and it's been a privilege to be part of such a collaborative and passionate group.

This journey, however, isn’t limited to our team alone. I’ve seen other departments flourish alongside us, each playing a crucial part in driving the project forward. Together, we’ve navigated challenges, celebrated victories, and pushed the envelope of what’s possible in our industry.

It's been an honor to stand on the front lines of this initiative, helping to create a platform that empowers people to express their creativity through successful newsletters.

As we look to the future, I’m filled with excitement for what’s to come. I couldn’t ask for a better team to embark on this journey. I’m excited to see what the future holds and to continue growing alongside the whole team.

“I've worked at many different companies over the years, and not a single one has come close to replicating the trust and passion found among my colleagues at Beefree.”
- Loris Cabrini, Head of Engineering

Happy birthday, Beefree!

While we’ve grown a lot, recently passing $15m in annual recurring revenue, a lot has also stayed the same. 

We’re still anchored in the same values and operating principles that have allowed us to maintain a 97% employee retention rate–really high for the tech industry.

True today as it was on October 18, 2014, our core job-to-be-done is the same: providing users with an accessible design tool that frees them up to do their best work. Anyone can start designing with Beefree: no questions asked, no form to fill out, no email address to submit, nothing. No friction. All sorts of businesses use it to design all kinds of emails and landing pages. 

To them, and to our past, present and future customers, thank you!

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You’ve heard the saying “work smarter, not harder,” which seems to be the philosophy for the AI frontier. 

Today, digital marketers in countless industries are exploring how AI can make their work more efficient and effective, especially when it comes to email creation.  

How to use AI in emails

AI email assistant can help you help you create emails and optimize their performance. We know that sounds broad, and it is because AI email assistants come in many forms, each serving you in different ways.

Some AI email assistants, for example, are built for email copy while others focus more on managing your email inbox and replies. So, how do you know which AI email assistants are best for you? There are a few things to look for and consider:

• What features does the tool have, and how well does this align with the areas in which you need the most support?  
• Is this tool suitable for your industry and business size?
• What’s the cost?
• What’s the learning curve, and how quickly can you efficiently use the tool? 
• How easily can you add this to your existing processes?
• How does this AI tool protect your business and customer’s privacy?

That might sound like a lot to consider but don’t worry, we’ve done some of the legwork for you. 

These are some of the top AI email assistants and a breakdown of what you need to know to determine if they’re a fit for your business.

What are the best AI email assistants?

Superhuman

Superhuman is an email management app designed for businesses to help their teams manage their inboxes more efficiently. 

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How it works: Superhuman AI helps you navigate and organize your inbox and generate AI-powered email replies. This tool has a simple interface, so there is no real learning curve. 

When you’re replying to an email, you can highlight the text, click the AI button, and select what you want it to do with the text, like rewrite it in your voice, shorten it, lengthen it, and so on.

Notable features:

• Conversational inbox navigation: You can ask questions like, “Did Jennifer approve my draft yet?” or “When is the AI conference I’m going to?” and it will find the information in your inbox to give you the answer.
• Auto-reply to emails: Superhuman AI write responses to emails and saves them as drafts for you to approve and send.

Limitations: You can only choose from Superhuman’s predefined prompts, so you can’t write out custom commands.

Cost: Plans start at $25 per month per user.

Who it’s for: Individuals who need to enhance their productivity and spend less time drafting repetitive emails.  

Semrush AI writing assistant

You might already be familiar with Semrush, a popular digital marketing platform that helps with search engine optimization, advertising, market research, and other marketing functions. Well, now, they also have an AI writing assistant.

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How it works: Semrush’s AI writing assistant is an app that allows you to create marketing content from ads to social posts to blogs and more. Their AI is powered by OpenAI (you know the one). 

Notable features:

• Supports 28 languages, making it great for marketers who need to target across geographical locations. 
• Offer 75 different AI-driven content tools 

Limitations: The tool isn’t specialized for a specific type of content, so for email-specific content it may require some training and experiments with different prompts. Additionally, we wish the tool was integrated with the Semrush platform to ensure that the writing is SEO optimized. 

Cost: Free 7-day free trial of the app, then $25 per month. This is in addition to your Semrush plan, which start at $139 per month. You do not need a Semrush plan to use its writing assistant. 

Who it’s for: Semrush AI Writing Assistant is positioned for marketers who want to build out a large quantity of content quickly. It’s multifunctional so you can use it for nearly any type of mark 

Jasper.ai

Jasper.ai is a fully AI-powered content generator. From integrated marketing campaigns to blog, SEO, and social media marketing Jasper.ai can help do it all.

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How it works: You can use Jasper.ai either as a web-based tool or as an extension on your web browser. The extension is available for either Chrome or Edge which lets you use it within Google Docs, your email platform, or other platforms

Notable features:

• Brand voice to ensure that output sounds like you
• 30+ languages 
• Built-in collaboration tools on their highest tier

Limitations: Due to how advanced the tool is, to get the most out of it, there is a steeper learning curve than other tools on this list. 

Cost: Plans start at $39 per month per user.

Who it’s for: Jasper.ai is a great tool for larger companies and enterprises who need to manage assets all in one place and have fully embraced the realm of AI content creation.

HubSpot’s AI Campaign Assistant

HubSpot needs no introduction. They are a robust CRM and have been added to the long list of tools that have launched an AI email assistant. 

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How it works: Within the Hubspot platform, you can use their AI Campaign Assistant to generate content from a predefined prompt. This includes content for landing pages, emails, and ads. Once you select your content type, HubSpot then prompts you with a list of questions to generate the copy.

Notable features:

• Pre-defined brief makes it easy to prompt HubSpot’s AI to do exactly what you want it to do. 
• Easy to use the same prompt for multiple channels
• HubSpot auto-generated a design based on the copy given. 

Limitations: Once you export the copy into a design, you can’t make edits to the copy using the AI assistant. 

Cost: HubSpot AI assistants are available for use in their Starter Customer Platform plan (15/month) and up. 

Who it’s for: HubSpot is a great tool for digital marketers who need to have Sales, Support, and Marketing all in one place. Due to the limitations on the free and lower-tier plans, we would say this is better suited for mid-market businesses. 

Beefree

We might be biased, but we believe our AI Writing Assistant to be the easiest way to start using AI for emails. If you’re new here – Beefree is a user-friendly email and landing page builder that helps you create beautiful, responsive, and high-converting campaigns with ease. 

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How it works: Our AI Writing Assistant is embedded into our builder making it easy to ask questions to optimize your content headers, text, and CTAs. 

Notable features: 

• Multilingual designs: Create emails in one primary language and use AI to translate to up to three additional languages directly within the builder. 
• AI alt image generator: Use AI to add alternative text to all images within your email to ensure accessibility. 
• Ability to optimize specific sections of your email with AI rather than the entire email. 

Limitations: Beefree’s AI Assistant only works with Beefree. 

Cost: You can use Beefree’s AI Writing Assistant for as little as $0 with no limitations on the free plan. 

Who it’s for: Anyone designing and creating emails inside of Beefree – this means it’s suitable for anyone from Freelancers to large enterprise organizations. 

Harnessing AI email assistants

Although we pitch these as the “best AI email assistant” the best one for you should be one that makes your life easier. With dozens of new AI solutions launching every day, we encourage you to experiment, play, and try new tools to find the right fit. Finding a tool that will solve every problem will be difficult, so jot down your most prevalent needs as a starting point. 

And if you’re not sure how you can use GenAI for your email copy, yet– join us October 23rd with Kath Pay as we dive into “How to create emails that influence and convert with GenAI.”

RSVP here. 

As the leaves turn gold and the festive season approaches, marketers worldwide brace themselves for the biggest shopping event of the year: Black Friday and Cyber Monday (BFCM). Imagine inboxes filled to the brim, customer expectations through the roof, and every brand vying for attention. It’s an exciting yet challenging time for marketers who need to balance creativity, strategy, and technology in their BFCM campaigns.

But how to really cut through the noise, without squandering hours upon hours of work and creating the same dark-looking emails that everybody else sends? In an exclusive live event, we rallied up an expert panel of email & marketing leaders who shared their decades of expertise with the audience:

• Mike Nelson, Co-founder of Really Good Emails and Head of Growth at Beefree
• Val Geisler, VP of Customer & Lifecycle Marketing at Digioh and ex-Klaviyo
• Gregg Blanchard, Co-founder at SendView

Want to watch the whole live event? Catch it here. 

The BFCM rush: Understanding timing and preparation

Launching a successful Black Friday email campaign isn't just about offering jaw-dropping discounts. Timing is pivotal. As Mike Nelson pointed out, early mentions of BFCM deals might start appearing after Halloween, but the real consumer engagement typically picks up in early November. 

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"Marketers are mentioning the event, but it's not until November 1st that deals start," shared Gregg Blanchard. This data-driven insight allows marketers to mold their promotional calendar without overwhelming their audience prematurely.

Preparation is key for any campaign, particularly for BFCM. Teams must be cohesive and proactive, ensuring messages are aligned and inventory is ready. When discussing preparation, Nelson emphasized, "Plan accordingly. If you're going to be doing something really big, you're going to have to plan even more, probably get those approvals, make sure the stuff's in the warehouse."

Segmenting for success

Segmentation is no longer just an option—it’s essential. As Gregg advised, understanding your customer demographics, purchase history, and engagement levels ensures you speak directly to their individual needs. This can range from differentiating loyal buyers from first-timers to adjusting strategies based on geographic locations.

Val Geisler echoed the importance of segmentation, emphasizing the use of both zero-party and first-party data. "Being able to personalize well beyond email first name is important," she noted. Using data such as customer preferences, browsing behavior, and purchase history can significantly enhance the personalization and relevance of your emails. This tailored approach ensures your messages resonate, resulting in higher open and conversion rates.

Providing value beyond discounts

Are discounts the only way to secure sales during BFCM? Not necessarily. Val Geisler offered alternatives, suggesting brands explore options like bonus loyalty points, exclusive content, or the novel approach of offering an opt-out for BFCM emails. She stated, "Offer an opt-out of BFCM only. It's an incredible LTV (lifetime value) play because you get to keep your customers longer."

The focus should be on delivering value to your customers, ensuring they view your brand as more than just quick savings. This approach not only preserves your brand's integrity but helps in nurturing a long-lasting relationship with your audience.

Designing for impact

In the clutter of the BFCM inbox, creating emails that capture attention is crucial. Nelson shared effective design techniques, such as utilizing an inverted pyramid structure that naturally guides the reader’s eye to the call-to-action (CTA). Additionally, integrating countdown timers can enhance urgency and anticipation among shoppers, reinforcing the limited-time nature of your offers.

"The focus should be on delivering value to your customers," Nelson advised, emphasizing that impactful design doesn’t just involve visuals but clarity and purpose as well. Simplified, yet eye-catching designs, with a strong focus on benefits and engaging copy, ensure that your emails resonate with subscribers and aren't merely glossed over.

Lessons from the trenches

From managing internal expectations, like avoiding the dreaded "email blast" directive from superiors, to intelligently leveraging customer data, there are invaluable lessons to be learned in navigating the BFCM landscape. This multifaceted strategy involves more than just increasing email frequency; it’s about smarter, targeted messaging that aligns with user behaviors and preferences.

As Val put it, marketers should focus on, "offering value beyond the discount." This sentiment is echoed through her recommendations of incorporating non-discount elements such as loyalty points or product bundles, effectively enhancing the value offering during BFCM without necessarily reducing prices.

The road ahead: Crafting a seamless Black Friday & Cyber Monday email strategy

For marketers new to the scene, starting early with list-building strategies and honing in on audience demographics lays a solid foundation. It’s crucial to recognize the intrinsic value of engaging your audience with meaningful content, staying in their minds while remaining relevant as the holiday peak approaches.

The conversation forward anticipates how brands can make each interaction count, and how to foster deeper connections beyond transactional exchanges. As Mike Nelson aptly summarized, “It's not just about being heard above the noise—it's about resonating despite it.”

In conclusion

Navigating the BFCM season successfully combines the art of creativity with the science of data-driven decision-making. Time your messages wisely, segment judiciously, and aim to deliver value that's truly meaningful. Remember, while the noise of BFCM can be deafening, thoughtful strategies and personalized engagements ensure your brand’s voice is not just heard, but remembered.

Whether you're a small business carving your niche or a global titan amplifying your reach, BFCM is your platform to shine brightly. Use the insights shared to refine your strategies and approach this holiday season with confidence and clarity. Because in the realm of marketing, creating impact is as much about innovating as it is about sharing a story that echoes well beyond.

If you are looking for inspiration for your next BFCM email campaigns, make sure to check out the comprehensive Black Friday email collection on Really Good Emails, or start designing your own with a ready-to-use template from Beefree!