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5 ways email templates can improve your email marketing strategy
Email templates are a great way to improve your email marketing strategy. Mailbutler explains how you can use them effectively.
Adam Fout is a recovery/mental health blogger at adamfout.com and a speculative fiction/nonfiction writer. He has an M.A. in Professional and Technical Communication and is a regular contributor to Recovery Today Magazine.
If you’re wondering how to write a marketing email template, first you need to ask yourself an important question: How will this benefit my business? Email marketing is a powerful tool, and it’s incredibly widespread — in fact, 81% of B2B marketers say their most used form of content marketing is email newsletters.
However, creating email marketing campaigns can be a time-consuming and difficult process, especially when targeting multiple customer segments with similar marketing messages.
To make this process easier, many marketers will create email campaign templates. While many marketing campaigns will have marketing message templates of various sorts, email marketing campaigns especially can benefit from a template, in five different ways (at least!).
1. Templates accelerate your marketing efforts
When people ask us how to make a marketing email template, we often redirect them to the why — why should you make an email marketing template in the first place?
The answer is simple: email campaign templates can accelerate your marketing efforts. Email marketing is powerful, but it’s also time-consuming. Many marketers spend enormous amounts of time writing personalized campaigns for a small segment of their email list. While personalization is always good, it takes time – time that might be better spent on other marketing efforts, or time that you simply don’t have. If you’re just marketing to an entire list, then you can get away with a single, personalized email. But if you’re sending to multiple segments within that list, you need a way to replicate your efforts quickly.
An email marketing template does just that. You create a marketing email template that allows you to plug in different marketing messages for different segments of your email list.
For example, if you’re a roofing company, and you sell roofs to both homeowners and businesses, you’re going to have different marketing messages for different types of homeowners and different businesses. Rather than create unique emails for each one, you create a template that allows you to quickly swap out content. You’re able to create marketing emails for each type of customer much faster than you’d be able to otherwise.
2. Templates ensure consistency in messaging
One of the biggest problems that many businesses run into with their marketing messaging is that, over time, it starts to become inconsistent. This can be damaging to your brand. You always want to have a consistent message so that your customers know what you have to offer and how it benefits them.
When you use a template, you ensure that your main marketing message doesn’t change or alter from one email to the next, especially when you’re sending out dozens or hundreds of emails to many different segments. If you’re using a different marketing message for each segment, it allows you to stay on-message for that segment, ensuring that they don’t get a message that doesn’t make sense to them.
This also helps you with consistency in general. From a design standpoint, you’re always going to want to use your brand colors in a template, and you’re always going to want to have your logo in the same spot every time. A template ensures your branding is consistent from one email marketing campaign to the next. This is especially important if you have a large marketing team. You don’t want someone to send out a campaign that doesn’t look and feel exactly how your branding team wants it to.
3. Templates make automation easier
Email marketing automation is one of the most powerful methods of saving time while still being able to send a large number of emails to many different consumer or commercial segments.
In many cases, when automating emails, especially when you have a large marketing team, you want to ensure that everyone can easily and quickly write emails without having to worry about designing the email each time. What’s especially useful is having spaces within each template where specific blocks of text or imagery can be inserted. For example, you might have a space where product images always go, a space where features go, a space for benefits, etc.
This is also useful when you have a large audience with many different segments. You might want to reuse certain blocks of text or certain images for parts of each campaign. A template ensures you can take that reusable content and drop it right in, saving time in the creation of each automation.
4. Templates help you scale your email marketing efforts
For small businesses, email lists can take a while to build up, but over time, they will grow, and so will your business.
As you grow, especially if you bring on new employees to run your marketing, you want your email marketing efforts to be able to grow as well. Having templates set up that you know are effective saves time. Your new employees can continue to market to your different customer segments the way you want them to, and your branding stays consistent.
5. Templates help you easily deliver personalized content
“Emails with personalized subject lines generate 50% higher open rates.” Personalization doesn’t just matter in subject lines — it matters in the body of the email as well.
When you have a template designed and ready to send, you’ll want to add as much personalization as you can to make your email campaign more effective. Fortunately, many email marketing tools allow you to use merge tags that automatically insert personal information that people on your email list have shared with you.
In an email template, you can easily add these tags. You won’t have to enter the name of each person you’re emailing or use an impersonal greeting like “dear customer.” This not only makes your emails more likely to be opened, but it also makes your customers more likely to take the action you want them to take, like visiting your website or making a purchase.
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