There is little in the processes of email marketing that can be described as fun. Fulfilling certainly, rewarding in more ways than one obviously but no one looks forward to working with the data from returns, slicing up email lists or working out what price to charge on the offer. However, messing about with email marketing templates is different.
They are designed to make things easier for you. You could, of course, pay someone creative to do the necessary work but in such a competitive industry, every penny saved gives you an advantage. Whilst no skill is necessary, nor creative ability come to that, what is required is a sensible approach.
There are conflicts that have to be resolved in working with email marketing templates. You need to experiment but in a way that allows the returns from your email marketing software to be meaningful. The aim must be to hook the reader with their first glance but you can’t use too many capitals or exclamation marks.
One of the main considerations is that of corporacy. It should be obvious to your subscribers from the first casual glance who the email is from. This should be more than just the logo at the top of the page, or perhaps to the top left as many suggest. There should be commonality between your emails and the invoice and receipt.
The idea of things being the same might seem to make things easy for you and you might be wondering why there is such a choice of email marketing templates. It is never that simple though. The subscriber must be able to see a difference between, for instance, the e-newsletter they so look forward to and the marketing email. To do otherwise can be considered as cheating them.
The answer is to have some degree of commonality between them as well as a significant difference. Perhaps consider an identical banner and logo and then the e-newsletter to have two columns of text. If your e-newsletter is always more or less the same then it allows you to experiment with the marketing email. Email marketing templates allow this flexibility, so use them.
