Email marketing templates ensure consistency across your emails, save time, and reduce the margin for error, ensuring seamless communication.

Here, we take an in-depth look at the benefits of using email templates and why they’re important for your brand identity.

What is email marketing?

Email marketing uses emails to communicate with your audience. It’s a quick and simple way to send various types of messages, including promotional emails, newsletters, and trigger-based automated emails.

The benefits of email marketing include its low cost, high ROI, personalisation opportunities and its ability to boost customer engagement and increase web traffic.

What are email marketing templates?

An email marketing template is a pre-built template which can be used instead of building each email from scratch. A template typically consists of text blocks, images, and buttons, which can be amended as required. Email templates should be created in your brand colours, and there should be uniformity across all templates to boost brand recognition.

Benefits of email templates

There are numerous ways in which email templates can benefit your company.

Consistency

Setting up email templates helps you to keep your emails consistent. This is important when building brand identity and recognition. By using the same font, colours, and styles across your emails, you can be confident that your subscribers will know the email is from your company. Your email templates should reflect your website to create a seamless customer experience, and CTAs should stand out from the rest of the content.

Timesaving

Email templates save time as you won’t need to continuously build new template designs. You can start by creating a template for business-as-usual campaigns, followed by launches, sales, etc. Once these templates are in place, each send, you’ll simply need to update the content. Using 3 to 5 consistent templates is usually more than enough. But don’t stop there. A/B test all of your templates to optimise them. 

Replicate for different audiences

If you’ve segmented your audience data, templates will enable you to replicate your emails to suit each group. This means that you can use the same email for everyone and simply change any copy that needs to be different. For example, you could send different promo codes to different segments to see which group converts best. In this example, you’d simply need to change the promo code in the template for each data set, and the rest of the email would look the same for all subscribers.

Reduces the margin for error

Using email templates reduces the margin for error. Once the template has been approved, you can be confident it’s tested, and everything’s working and looking as it should. Any new content added to the template would need to be checked, but the design and style, header & footer will stay the same. This, in turn, reduces the sign-off time when each email is reviewed before the launch. 

Improves customer satisfaction

The uniform, streamlined nature of email templates means that customers can seamlessly move through their journey with you. They will become accustomed to the way you share information and look forward to what’s coming next.  

Allows you to A/B test accurately 

When you use consistent email templates, you eliminate unnecessary variables, making it much easier to run effective A/B tests. Whether you’re testing subject lines, CTAs, images, or copy, a stable template ensures that the design and structure stay the same, so your test results are based on real user behaviour, not layout inconsistencies. This means you get accurate insights, faster optimisation, and ultimately, better performance across your campaigns in return.

Email template tips

Here are some tips to consider when building email templates.

Stay on brand

Your email templates should follow brand guidelines and be consistent with your website. This includes ensuring that tone, colours, fonts, and imagery styles are consistent across all channels. Not only will this boost brand recognition and identity, but it’ll create a smooth customer journey too.

Keep it short

Usually, people don’t have time to read through lengthy emails, so it’s important that yours are kept short and to the point. Link to your website to provide more information about products or take people to your blog and news articles. This will help readers discover further details while increasing your website traffic and sales. 

Use headings

Headings will help people find the information they’re interested in, so it’s important to include these in your emails, particularly newsletters. Subscribers will be able to scroll through quickly and locate what they’d like to read, or will come back to the email when they have time, if you’ve piqued their interest. Headings make emails look neat, organised, and aesthetically pleasing.

Include a call to action

Your email templates should include at least one call to action. This could lead people to your website homepage, a particular article, or a specific product. Even a welcome email sent when someone has made a purchase should include a call to action. It doesn’t need to be sales-focused, but it should encourage the reader to seek further information or check out different products.

Can an agency help with email marketing templates?

An email marketing agency can use its knowledge and expertise to create engaging, optimised, branded email templates that work. Through understanding your email marketing goals, an agency can advise on how you can achieve these through your email templates and ensure that everything is in line with best practices. In addition to creating your templates, an agency can handle your full strategy, including research, writing, graphics creation, and data analysis. 

For information about how we can support you and your eCommerce email marketing activity, contact us today.

To discover more about the different ways in which email marketing can positively impact your sales, look at our News page.