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FeedBlitz is an email marketing and RSS feed platform with one of the most customizable RSS-to-email automation capabilities on the market. Its client base ranges from individual bloggers to Fortune 500 brands, including performance marketers and newsletter publishers who monetize their sends through FeedBlitz's built-in ad program.
When the team began a full rebuild of its app, they used the opportunity to move from maintaining three in-house tools and onto a single editing experience built on Beefree SDK. From there, they used Custom AddOns to carry over the key features that differentiate FeedBlitz, preserving important capabilities.
One editor to anchor FeedBlitz's email, forms, and pages
FeedBlitz's platform rebuild touched three tools the team had built and maintained in-house for years: the email editor, the subscription form builder, and the landing page builder. Beefree SDK became the single system underneath all three, replacing separate custom code with one editor the team could build on going forward. And, their users working in the new app only have to learn one single editing experience, instead of three separately maintained ones.
Starting small to learn the system
Rather than starting with their email editor, the most complex piece, FeedBlitz's team began with subscription forms.
"Our senior front-end developer dove straight in. And because of Beefree SDK’s NPM package, it was very easy for them to unpack it. They had all of the information that they needed to dive right in. It wasn't very long from starting the process to where we were able to start seeing prototypes that we could start testing with the smart forms." — Jennie Fiechtl, UX Manager, FeedBlitz
By the time the team moved on to the email editor, they already understood what their users relied on most, which made the move from their in-house drag-and-drop editor to the unified Beefree editor considerably smoother.
Recreating what makes FeedBlitz FeedBlitz
With the base editor experience in place, defined by features readily available through Beefree SDK, the team turned to a harder question: how to bring the unique features that made FeedBlitz beloved in the first place to the new editor experience. An out-of-the-box editor is only as good as what it lets you keep, and FeedBlitz had specific features it wasn't willing to lose. The team used the power of Custom AddOns to bring the capabilities FeedBlitz’s users love into the new editor:
- Ad unit block: FeedBlitz users can monetize their mailings by opting into an ad program. The custom block lets them drop an ad straight into an email template, matching the workflow a large base of users already know.
- Automated RSS content block: FeedBlitz's flagship feature. The team built a Custom AddOn that preserves the capabilities of RSS campaign automation in the new experience.
Once the team knew what needed to be carried over, they turned straight to Beefree's documentation to start building, and received direct support when needing more personalized advice.
"Beefree SDK’s Docs are excellent, so getting started was easy. And whenever we hit a roadblock or had a question about the more advanced implementations, the Beefree SDK team was incredibly helpful and their technical team was always available to hop on a quick call to support us." — Jennie Fiechtl, UX Manager, FeedBlitz
Shipping AI without building AI infrastructure
FeedBlitz also wanted to roll out AI capabilities as part of their rebuild, but realized that having ideas for where AI should show up is the easy part. The harder part sits behind the scenes: which service(s) to use on the backend, how to track usage per user, and how to manage availability across plan levels of its users. Rather than building AI content and image generation infrastructure from scratch, FeedBlitz introduced AI through Beefree's built-in AI content generator and image generator.
"With AI capabilities baked into Beefree, we were able to ship AI-powered content and image generation to our users without having to invest any engineering resources. It's a big win for us." — Jennie Fiechtl, UX Manager, FeedBlitz
A roadmap shaped by real conversations
FeedBlitz treats Beefree's product team as part of its own planning process, not just a vendor to escalate to when something breaks. Jennie Fiechtl and her team regularly bring feature requests directly to Beefree, including a roadmap conversation the same week this interview was recorded.
"I’ve really appreciated how collaborative the Beefree team is with us, their customers. We’re able to directly send questions and make feature requests to their product team." — Jennie Fiechtl, UX Manager, FeedBlitz
A competitive edge most ESPs can't claim
FeedBlitz now runs one editor across email campaigns, subscription forms, and landing pages, and Jennie Fiechtl says that's rarer in the ESP space than most people assume.
"The fact that they now only have to learn one editor is huge. There's actually not a lot of ESPs that have that. I did a pretty big deep dive, and there's maybe only one or two of the other big names. So it really puts us at more of a competitive advantage for potential users who maybe have smaller teams." — Jennie Fiechtl, UX Manager, FeedBlitz
Custom AddOns changed how the team responds to user requests, too. Instead of ruling out a feature idea because it doesn't fit an out-of-the-box editor, FeedBlitz now has the ability to custom develop tooling that works within the Beefree editor experience.
"When we have that alternative to at least explore it, it increases the trust and relationship that we have with our users, and that's always one of the best things that you can do." — Jennie Fiechtl, UX Manager, FeedBlitz
One-to-one personalized email is up next
FeedBlitz's roadmap leans further into customization and targeting, particularly merge tags for highly personalized transactional email. Several of FeedBlitz's larger transactional clients have already asked for product recommendations and personalized images.
"Beefree plays a big role in that for us, and we're looking to maximize where it comes to customization and targeting through some of Beefree's integrations, and also bringing in merge tags to send even more highly customized and targeted one-to-one transactional mailings." — Jennie Fiechtl, UX Manager, FeedBlitz
What Beefree SDK actually changed for FeedBlitz
FeedBlitz didn't need a reason to stop building its own editor: the platform rebuild gave the team a natural moment to make that call. What Beefree SDK gave them was a way to make that move without giving up what made FeedBlitz stand out in a competitive market. Custom AddOns preserved the RSS automation and ad monetization features their users already relied on. Built-in AI content and image generation let the team ship AI without solving AI infrastructure questions on their own. And, an open channel with Beefree's product team means FeedBlitz's roadmap and Beefree's roadmap keep moving in the same direction.
"There's a lot of exciting stuff for FeedBlitz on the horizon, and Beefree is playing a pretty big part of that." — Jennie Fiechtl, UX Manager, FeedBlitz
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