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The Importance of Email Templates in Marketing
Email seems simple: write a few lines of copy, add a link to your website, and send it out. Most email services allow you to design your emails based off of their default email. But what if you want to take your emails a step further and have dynamic content or branding that is consistent across other channels? The way to do that is with specially designed email templates.
When Integrated Project Management needed to improve the impact of their email marketing, they asked us to redesign their email templates. We enhanced the visual appeal of the emails by adding industry-specific images and eye-catching coloured headers. We also created dynamic content containers, which send specific content to users and prospects based on their distinct verticals—Life Sciences, Healthcare, Industrial Products, Consumers Products. After implementing the new templates, IPM increased their email open rate by 357% and click-through rate by 89%.
Here's how your business can benefit from implementing customised email templates.
Creating an email template allows for a more stylistic approach to the emails you send out on a regular basis. This is how your leads and customers are going to see you on a daily, weekly, or monthly basis and you want to make sure it's the best it can be. Putting the creative power in your hands allows you to make sure that the design and layout are exactly what you want and consistent with how the rest of your marketing materials look, like your website, direct marketing materials, and social media accounts.
Ability to Personalise
One reason to create and design your company's own email template is the ability it gives you to personalise emails. Most email providers give you the opportunity to add personalised tokens like a first name or company location and email templates can take personalization a step further. You can design templates for each different type of email your business sends out: one for retail customers and one for wholesale clients; one for marketing purposes and one for weekly blog updates. You also have the ability to add in dynamic content that changes depending on parameters set by you and the contact the email is being sent to.
Easy to Edit
Just like an out of the box email, once the template is in place, it is easy to edit. Add copy in a text box or an image in the header. The template allows you to change the content, while keeps the look and feel of the email consistent with any other past emails.
Changing from an out-of-the-box email template to a template specifically designed for your company can take your email marketing to the next step and make your emails stand out in any inbox.