The power of templates

Why a Templated Approach Triumphs in Email Marketing

We are firmly of the opinion that email remains an undisputed champion in digital marketing. Its ability to reach audiences directly, deliver tailored messages, and drive conversions makes it an indispensable tool for businesses of all sizes. However, the age-old debate between using templated emails versus crafting custom HTML ones continues to divide marketers – and it’s a conversation we have repeatedly with new and prospective PAASE clients. While custom HTML emails offer a level of creativity and uniqueness, a templated approach boasts numerous advantages that are hard to ignore. In this blog, we will delve into why opting for templates can be a game-changer in your email marketing strategy.

Time efficiency

There’s no doubt about it – creating custom HTML emails requires significant time and resources. From coding to testing across various email clients and devices, the process can be cumbersome and time-consuming. However, using standardised, pre-designed templates drastically reduces the time needed to craft an email campaign. With ready-made layouts and designs, marketers can simply plug in their content, customise as needed, and hit send in a fraction of the time. All safe in the knowledge that their branding is correct, and the template, if done correctly, is built to best practice standards.

Cost effectiveness

Custom HTML emails require coding, and often businesses do not have internal resource with the skills needed to deliver this. So, they end up hiring developers or designers, which can incur significant costs. Using a templated approach to emails can be a cost-effective solution, especially for small businesses or startups with limited budgets. Many email marketing platforms offer a wide range of simple to use, drag and drop templates as part of their subscription plans, allowing marketers to achieve professional-looking campaigns without breaking the bank.

Consistency

Consistency is key in building brand identity and recognition. Templated emails offer a standardised format that aligns with your brand guidelines. By using templates across all your email communications, you reinforce brand recognition and trust with your audience. Whether it’s a promotional offer or a newsletter, maintaining a cohesive look and feel fosters familiarity and improves engagement.

Accessibility

Custom HTML emails might look visually stunning, but they come with a drawback – compatibility issues. Ensuring your custom-coded email renders correctly across various email clients and devices can be a headache. And what’s the point in spending all that time and money on creating an HTML template that doesn’t render correctly? Templated emails, on the other hand, are designed with responsiveness in mind. They are tested rigorously to ensure optimal display on desktops, tablets, and smartphones, offering a seamless experience for all recipients.

Scalability

As your email list grows, managing individual custom HTML emails becomes increasingly impractical. Templated emails provide scalability by allowing you to streamline your email creation process. With templates, you can easily replicate successful campaigns, make minor adjustments, utilise personalisation and dynamic content, and deploy them to your growing subscriber base without sacrificing quality or efficiency.

Analytics and optimisation

Effective email marketing relies on data-driven insights for continuous improvement. Templated email platforms often come equipped with robust analytics tools that provide valuable metrics such as open rates, click-through rates, and conversion rates. By leveraging these insights, marketers can refine their email strategies, test different elements within templates, and optimise campaigns for better performance over time.

While custom HTML emails have their place in certain scenarios, the practical benefits of using a templated approach in email marketing are undeniable. From time efficiency and consistency to scalability and cost-effectiveness, templates offer a winning combination of convenience and effectiveness. By harnessing the power of templates, marketers can streamline their email marketing efforts, deliver engaging content, and achieve better results with less effort. So, the next time you’re planning your email campaigns, consider the advantages of templates and take your marketing strategy to new heights.

Contact us if you would like to learn more about how we help your brand to drive more ROI from your email marketing.