What would you say are the essential features a good quality email template that works both for subscribers and the company broadcasting the mail alike? Well there are many factors which may affect this, but from a communications effectiveness point of view, I would say some of the key features of email templates are that they:
OK, so what do these look like in practice? Well let's start with some newsletter examples. These are taken from my review of a 24 point creative checklist for enewsletters". This compilation from Smashing Magazine of engaging enewsletter templates also gives some inspring examples as does this HTML Email Gallery from Campaign Monitor.
I've heard many companies say: "Our web design said they could create our Enewsletter templates". Some are happy, but many others aren't. Creating Email templates using HTML isn't as straightforward as creating web sites using HTML. I would always recommend using an agency or developer who has experience of this. Many techniques you may use like linked Cascading Style Sheets (CSS) won't work so you have to create in-line CSS. What works in one email reader may not work in another.
These are the some of the best guides I have seen for issues to consider with creating HTML Email which I recommend on my email marketing courses. I've provided them here so you can check your in-house designer or agency is aware of some of the best sources
Finally, you may also find these free HTML Email templates useful, either to use as a template to start, or discuss layout options:
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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