Its been over a week since I last posted, I’ve been making email templates for this blog post and for the most time in lockdown, I’ve actually been able to apply for jobs. Fingers and toes crossed!
Before I start, I’d like to say that this post has been created with beginners in mind. I’m taking it right back to the basics.
Before starting to put together a pretty template on your chosen marketing platform, you need to think about what you want to say to your customers.
This will naturally depend on your business. If your business is a fashion brand, you’ll most likely be sending emails about special offers, new items etc. but if you’re a marketing agency, you might be advertising your services, sending top tips and reaching out to inactive customers.
It is more than okay to change your mind when designing a template. Or you might create a few different templates for different types of emails. Or you may create the bare bones of your email structure, i.e. your logo, a menu bar and a footer. Personally, I think any of these are suitable.
I would recommend working your way down through the email template, beginning with the top. You may decide to create a banner or like a lot of companies, just use your company logo. Its simple but effective. And it means no tweaking each time you make a new campaign.
This is the email header I used for my travel company example example below. And yes I have just added some text to an image, but it didn’t need anything else in my opinion.
The rest is down to personal preference. Depending on the email marketing platform you are using, you arrange your template however you like in terms of blocks for images/text in a drag and drop template, obviously HTML is a different story. Although, there can be restrictions at times, I have found that with MailChimp when arranging blocks, but on the whole it is an easy to use platform.
I have created three examples of email templates which have been turned into campaigns (individual emails) to show how templates can be designed, with content in the blocks.
But this is the kind of thing I’d expect from a blogger or a social media influencer and personally I like a grid style email. It has my logo clearly at the top with a very ‘on brand’ email header, a bit of text and 4 grid images and text. It is simple, but for the purpose, it works well and fits in well with my branding. This is very small and not very aligned, so please see the mailchimp campaign I created here.
This style of email template again, is simple, but it is another way to encourage people to visit your website. By adding the different categories boxes, it should enable people to click through to the relevant part of your site.
As in the example below, customers may click on the destination that appeals to them. This might be a good bottom section for an email template, particularly if your business sells a variety of products or services.
To see the MailChimp campaign I created, click here.
This is another example of a promotional/salesy email, this one has no text. It is constructed of graphics only. Sometimes I think this is okay. A lot of people do prefer visuals, but make sure that you include ‘alt text’ to your images in case the pictures do not show when you initially open the emails. To see the MailChimp campaign, click here.
I rebuilt these emails with the elements in Canva and some of the alignments are slightly off, but they’re just for the purpose of this blog post. If they were for real, they would definitely look a lot neater! But you get the idea of the different kinds of templates you can create.
Most email marketing platforms are easy to use, especially if you use a ‘drag and drop’ style template, where you just drag in blocks for text, images etc. and place them in their desired position. I would recommend creating a number of different versions and sending them to members of your team (or friends/family etc if you’re a small business) for opinions.
And if you find that you aren’t getting many click throughs, you can always tweak your template. You could add in buttons or change the layout of your template to see if it makes a difference.
Thank you for reading, my next blog post should be up next week!