Email marketing remains one of the most efficient ways of engaging with your customers and promoting your brand; two basic objectives for any growing business. And there is a powerful tactic that can be implemented to maximise the impact of your email campaigns and boost open rates. Our title gave it away.
We cannot help but rave about email templates. They are a secret weapon to help you stand out from the inbox crowd; creating brand awareness and triggering curiosity.
Harnessing the power of customised templates is probably one of the best email marketing solutions in your automated communications strategy. They provide a structured framework that enables you to create visually appealing and personalised brand content.
When it comes to auditing your email marketing solutions, design (and subject lines) can make or break your relationship with your customers. It’s also a known fact – from the classroom to corporate – that 66% of people would rather read something beautifully designed than something plain and text-heavy. And on mobile devices, around 80 % will immediately delete an email that has no visual appeal.
There’s no debate that an email marketing strategy is a superpower for growing your business: it’s cost effective, boosts traffic, builds brand loyalty and is easy to measure. But that is not enough. This brings email templates into the spotlight as a simple but super-charged marketing solution for better engagement, optimised communication and increased open rates.
Here are just 5 ways a customisable template becomes an influential player in your email marketing solutions arsenal:
#1 Builds consistent brand identity and messaging
Your employer brand and culture – who you are – is bound up in the way you present yourself in your email campaigns. Your client comms are more than just words; they represent you and have a specific goal. This is where customizable email templates step in with the flexibility to reinforce your brand identity and its messaging. (It’s all about selling your story and not just your products).
45% of a brand’s image can be attributed to what it says and how it says it.
A well-designed template that incorporates your brand’s colours, logo and fonts creates a visually cohesive experience for your readers. By making emails instantly recognisable to your audience, you immediately:
- Establish brand recognition,
- Reinforce your company’s identity
- Maintain a consistent voice that builds trust and familiarity with your subscribers.
That is a HUGE standout advantage in a daily sea of emails.
#2 Saves time, effort and resources
Employee burnout is real, so when an automated input resource comes along with the power to save you time without compromising output, you should pay attention. In fact, custom-designed email templates have the ability to improve the quality of your content strategy, making them a fantastic email marketing solution.
Creating emailers from scratch – newsletter emails, lead nurturing emails, promotional emails, milestone emails, survey emails etc. – is time-consuming, resource-intensive and a constant task requirement for any business or enterprise. Coming to the rescue are email templates that offer a ready-made framework that you can customise to suit your specific campaign needs.
Once in place, you can focus on well-crafted and personalised content; tailoring your messaging to different audience segments instead of spending additional hours on formatting and design. (A natural segway into point #3)
#3 Facilitates personalised content and audience segmentation
The key to building strong, long-term relationships with your subscribers and driving engagement is all down to personalisation. Once again, customised email templates prove their value as a fantastic content marketing solution, allowing you to insert dynamic content fields (recipient’s name, location or previous purchase history). By leveraging data-driven personalization, you can deliver highly relevant content and targeted emails addressing the unique needs, pain points and preferences of each recipient.
And then there is audience segmentation, where you can speak directly to your audience’s characteristics by creating different versions of your emails tailored to specific customer segments ensuring that your messaging resonates with each group.
The more relevant your email comms, the more your audience will engage with it.
#4 Optimises mobile view for higher engagement
Living in a mobile-centric world makes optimising emails for mobile devices a crucial step. This is where email templates really shine as a marketing solution as they are designed to be responsive; automatically adapting to different screen sizes.
About 3 in 5 consumers check their email on the go (mobile) and 75% say they use their smartphones most often to check email. – Fluent “The Inbox Report, Consumer perceptions of email” (2018)
A customizable email template means your emails will always look great and function seamlessly on desktops, tablets and mobile devices; boosting your open rate and audience engagement.
This is where scalability enters the discussion. An automated email template approach can easily be adapted and customised for various campaigns, saving you time and effort. With an efficient and scalable email template system in place, you can consistently deliver high-quality emails without sacrificing productivity.
#5 Simplifies A/B testing
Any marketer is well-schooled in the significant benefits of A/B testing as an essential practice for optimising email campaigns. As an integral part of your email marketing solutions, customisable email templates simplify the A/B testing process by providing the groundwork and framework for experimentation.
You can easily test a variety of elements – subject line, call-to-action buttons, content placement, colour options etc. – to determine what resonates with your audience. (Knowledge is always power and with this information at hand, you can refine your email marketing strategy for maximum impact).
Not sure where to start?
Access to our TouchbasePro platform and email marketing experts is just a click away, ready to assist you in powering your direct communications. With the ‘best-kept email marketing secret’ for publishers, content creators and businesses of any size, you can choose your ideal email solutions and create beautiful and flexible email campaigns that intelligently engage with all your subscribers.