- \n
- What Is A Pre-built Email Template?<\/a><\/li>\n\n\n\n
- What Is A Custom Email Template?<\/a><\/li>\n\n\n\n
- What Is A Modular Email Template?<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Features of An Email Template<\/a><\/li>\n\n\n\n
- Plain-text, HTML, & Responsive Emails<\/a>\n
- \n
- What Is A Plain-text Email?<\/a><\/li>\n\n\n\n
- What Is An HTML Email?<\/a><\/li>\n\n\n\n
- What Is A Responsive Email?<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Types of Emails<\/a><\/li>\n\n\n\n
- Where to Find Email Template Examples?<\/a><\/li>\n\n\n\n
- How to Build An Email Template?<\/a>\n
- \n
- Brand Guidelines<\/a><\/li>\n\n\n\n
- Visual Hierarchy<\/a><\/li>\n\n\n\n
- Personalization & Dynamic Content<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n
- How to Code An Email Template?<\/a>\n
- \n
- Responsiveness & Compatibility<\/a><\/li>\n\n\n\n
- Building Accessible Emails<\/a><\/li>\n\n\n\n
- 4 Things to Consider while Coding<\/a><\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Common Mistakes to Avoid in Email Templates<\/a><\/li>\n\n\n\n
- Experts Speak\u2026<\/a><\/li>\n\n\n\n
- Wrapping Up!<\/a><\/li>\n\n\n\n
- FAQs<\/a><\/li>\n<\/ul>\n\n\n
![\"email-templates\"](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/10\/email-templates.jpg\")
<\/a><\/div><\/div>\n\n\n\nWhat Is An Email Template?<\/strong><\/h2>\n\n\n\n
An email template is a preformatted, reusable email file that includes a logically arranged stack of content blocks, starting from the header<\/a> all the way to the footer. <\/p>\n\n\n\n
Below is the anatomy of an email template.<\/p>\n\n\n
\n![\"Anatomy](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/08\/image2.png\")
<\/figure><\/div>\n\n\nImage source<\/a><\/p>\n\n\n\n
Components of An Email Template<\/strong><\/h2>\n\n\n\n
An email template typically comprises the following key elements:<\/p>\n\n\n\n
- \n
- Subject line and pre-header:<\/strong> The subject line<\/a> and pre-header are the first things that the recipient looks at in the inbox. It is meant to hint at the email\u2019s content, effectively communicating its purpose without being misleading.
<\/li>\n\n\n\n- Header: <\/strong>The upper part of the email where you place your brand\u2019s logo.
<\/li>\n\n\n\n- Body copy:<\/strong> The core content of your email is found here. The body copy is where you showcase your products\/services.
<\/li>\n\n\n\n- Call to action (CTA):<\/strong> As the name suggests, the CTA is a call to the viewer to take a desired action. The call to action is ultimately a call to convert.
<\/li>\n\n\n\n- Footer:<\/strong> The bottom portion of the email features social media buttons, preference options, website URL, your business\u2019s physical address, phone numbers, and your brand\u2019s privacy policy. <\/li>\n<\/ul>\n\n\n\n
Pre-built, Custom, & Modular Templates<\/strong><\/h2>\n\n\n\n
Based on structure and customization, there are three ways to design email templates<\/a>:<\/p>\n\n\n\n
- \n
- Pre-built templates
<\/li>\n\n\n\n - Custom templates
<\/li>\n\n\n\n - Modular templates<\/li>\n<\/ul>\n\n\n\n
Let\u2019s explore each of these in some detail. <\/p>\n\n\n\n
What Is A Pre-built Email Template? <\/strong><\/h3>\n\n\n\n
A pre-built email template<\/a> is a pre-designed, customizable template provided by email service providers (ESPs). <\/p>\n\n\n\n
Email service providers (ESPs) offer a collection of email templates that you can utilize for your campaigns, which is especially valuable for new email marketers. Additionally, these pre-designed templates incorporate the latest graphic design trends<\/a> and are ideal for launching last-minute campaigns. Many of these templates are available at no cost or for a nominal fee, making them an excellent option for lowering overall email production expenses.<\/p>\n\n\n\n
However, using ready-made templates can compromise brand identity, customization options, and exclusivity. They are becoming less favorable, as most people now prefer personalized, tailor-made, custom emails.<\/p>\n\n\n\n
What Is A Custom Email Template?<\/strong><\/h3>\n\n\n\n
A custom email template<\/a> is designed and hand-coded from scratch. It requires excellent coding skills and ESP-agnostic expertise.<\/p>\n\n\n\n
Custom-coding an email template for a specific ESP demands a solid practical understanding of the ESP\u2019s technical conventions and ecosystem. It certainly comes with a steep learning curve.<\/p>\n\n\n\n
For instance, Mailchimp often removes the attributes that specify the height and width of images. Without these attributes, the images may appear larger than intended, disrupting the viewing experience.<\/p>\n\n\n\n
Likewise, HubSpot mandates the use of specific HubL variables for custom-coded email templates to function correctly.<\/p>\n\n\n\n
These quirks, unique to each ESP, can restrict the effectiveness of custom email templates if your developer lacks experience with various platforms. However, when managed well, the primary advantage of custom email templates<\/a> is the potential for innovation.<\/p>\n\n\n\n
Which brands should opt for custom solutions? Brands with distinct identities and complex design needs. For companies with multiple in-house design teams, the control and flexibility provided by custom email templates are essential advantages.<\/p>\n\n\n\n
What Is A Modular Email Template?<\/strong><\/h3>\n\n\n\n
A modular email template<\/a> consists of flexible designs, with reusable, interchangeable, content blocks or modules. <\/p>\n\n\n\n
A master email template serves as a versatile framework that allows you to create any type of email using various content blocks within a specific ESP editor. This is especially helpful when branding is consistent, as the header and footer sections<\/a> can remain the same.<\/p>\n\n\n\n
A modular email template is a component of a master email template and is useful for:<\/p>\n\n\n\n
- \n
- Email marketing agencies sending similar-looking emails for different brands.
<\/li>\n\n\n\n - Brands with multiple sub-brands that have distinct branding guidelines.
<\/li>\n\n\n\n - Transactional emails, such as invoices, cart reminders, and abandoned cart notifications.
<\/li>\n\n\n\n - Automated emails like welcome series, social media follow-ups, and birthday greetings.<\/li>\n<\/ul>\n\n\n
![\"modular](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2022\/04\/2-1.jpg\")
<\/a><\/div><\/div>\n\n\n\nFeatures of An Email Template<\/strong><\/h2>\n\n\n\n
Any email design is based on four pillars:<\/p>\n\n\n\n
- \n
- Email layout<\/strong>: An email layout<\/a> determines the arrangement and hierarchy of various elements within your email. A well-designed layout lets subscribers quickly scan the content while grasping the main message. <\/li>\n<\/ol>\n\n\n\n
There are two primary styles of email layouts:<\/p>\n\n\n\n
- \n
- Single-column layout:<\/strong> In this layout, email elements are arranged in a single column, minimizing eye movement. It is often preferred for mobile emails, as it effectively uses the narrow screen width to display all elements without clutter.<\/li>\n<\/ul>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"Single-column](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/10\/happy-cleanmymac-versary-grab-your-discount.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tImage Source<\/span><\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n
- \n
- Two-column\/Multi-column layout:<\/strong> As the name implies, this layout divides email elements into two columns. Typically, the elements are arranged in a zig-zag pattern since subscribers tend to scan content in an ‘F’ pattern. This zig-zag layout, along with sufficient white space, effectively directs the subscriber\u2019s attention in the HTML email template.<\/li>\n<\/ul>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"Two-column\/Multi-column](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/10\/last-chance-to-save.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tImage Source<\/span><\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n
2. Typography<\/strong> – While the email copy delivers your message, the presentation of that message is equally important.
This is where typography and formatting come into play. Different fonts evoke different emotions, so selecting the right font is crucial. Although emails have limited support for custom web fonts, there are various methods to implement them.<\/p>\n\n\n\n3. Colors<\/strong> – Similar to typography, different colors convey different emotions. Background colors, CTA button colors, hyperlink colors, and images all contribute to the brand guidelines and shape the personality of an email.<\/p>\n\n\n\n
4. Images and visual media:<\/strong> A picture is worth a thousand words. By balancing text and visuals in your email<\/a>, you foster greater interaction from your subscribers, ensuring that the message isn\u2019t obscured by too much text. This is particularly crucial in the online retail and eCommerce sectors, where product visuals enhance the overall description.<\/p>\n\n\n\n
Plain-text, HTML, & Responsive Emails<\/strong><\/h2>\n\n\n\n
Based on design style, there are three types of email templates: plain-text, HTML, and responsive. Let\u2019s look at each of these in some detail. <\/p>\n\n\n\n
What Is A Plain-text Email? <\/strong><\/h3>\n\n\n\n
Before HTML coding was introduced in the early 1990s, emails were only available in plain text, using Unicode formatting with left-aligned text. <\/p>\n\n\n\n
But even with the widespread adoption of HTML, plain text emails remain important, and ESPs still send a plain text version along with the HTML one. Many email marketers ensure they create a plain text version to prevent emails from being flagged as spam.<\/p>\n\n\n\n
The benefits of using plain text emails include:<\/p>\n\n\n\n
- \n
- Bypassing spam filters in email clients like Outlook and Gmail<\/a>, which require plain text versions of HTML emails.
<\/li>\n\n\n\n- Ensuring compatibility with email clients that do not support HTML, preventing emails from going to spam.
<\/li>\n\n\n\n- Catering to recipients who prefer plain text emails.<\/li>\n<\/ul>\n\n\n\n
Although plain text emails tend to have higher open rates compared to HTML emails, they lack the visual appeal of HTML and therefore rely heavily on strong copy to drive click rates.<\/p>\n\n\n\n
What Is An HTML Email?<\/strong> <\/h3>\n\n\n\n
An HTML email<\/a> is an email that is created using HyperText Markup Language, allowing for the addition of various design elements such as images, layouts, fonts, colors, etc. An HTML email can feature interactive elements such as links, buttons, and multimedia, lifting it to a higher aesthetic level than plain-text emails. <\/p>\n\n\n\n
In simple terms, an HTML email is the feature-rich version of a plain-text email. For instance, the following email by tentree is an HTML email. <\/p>\n\n\n\r\n
\r\n \r\n \t\t\r\n\t \t\t\t\r\n\t\t\r\n\t\t \t\t\t <\/div>\r\n\t\t \t\t\t\r\n\t\t\t \t\t\t\t\t\r\n\t\t\t\t \t<\/div>\r\n\t\t\t\t <\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t\r\n\t\t\t<\/span><\/span><\/span><\/div>\r\n\t\t\t \t\t\t\r\n\t\t\t![\"Email](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/10\/welcome-planter-heres-10-off.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \r\n\t\t\t \tImage source<\/span><\/a><\/p>\n\t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t \t\t <\/div>\r\n\t\t \t <\/div>\r\n\t <\/div>\r\n<\/section>\r\n\r\n\n\n\n
The benefits of using HTML email templates include: <\/p>\n\n\n\n
- \n
- They help brands maintain a seamless experience across websites, emails, and landing pages.
<\/li>\n\n\n\n - HTML allows for the aesthetic placement of multiple hyperlinks within different buttons.
<\/li>\n\n\n\n - Image support in HTML enhances communication, as pictures can convey more than words.
<\/li>\n\n\n\n - HTML emails enable tracking of campaign performance.<\/li>\n<\/ul>\n\n\n\n
What Is A Responsive Email?<\/strong><\/h3>\n\n\n\n
A responsive email is designed to adapt to various devices and screen sizes, including desktops, mobiles, and wearables.<\/p>\n\n\n\n
In the past, fixed-width emails required mobile users to swipe horizontally to read the content. Responsive design eliminates this issue, enabling users to view emails comfortably on any device. Here\u2019s an example of responsive design in action. <\/p>\n\n\n
\n![\"Responsive](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/08\/image29.png\")
<\/figure><\/div>\n\n\nImage Source<\/a><\/p>\n\n\n\n
Responsive design<\/a> is essential, especially during special events and certain times of the year, such as limited sale campaigns.<\/p>\n\n\n\n
Limited offers, countdowns, and back-in-stock emails require quick action. If these emails are only viewable on desktops, what happens to those checking their emails on the go?<\/p>\n\n\n\n
During the holiday season, when people are often traveling, mobile devices and wearables are their main access points to the online world. If your emails aren’t optimized for these devices, you risk losing potential revenue and alienating subscribers.<\/p>\n\n\n\n
- Ensuring compatibility with email clients that do not support HTML, preventing emails from going to spam.
- Bypassing spam filters in email clients like Outlook and Gmail<\/a>, which require plain text versions of HTML emails.
- Two-column\/Multi-column layout:<\/strong> As the name implies, this layout divides email elements into two columns. Typically, the elements are arranged in a zig-zag pattern since subscribers tend to scan content in an ‘F’ pattern. This zig-zag layout, along with sufficient white space, effectively directs the subscriber\u2019s attention in the HTML email template.<\/li>\n<\/ul>\n\n\n\r\n
- Single-column layout:<\/strong> In this layout, email elements are arranged in a single column, minimizing eye movement. It is often preferred for mobile emails, as it effectively uses the narrow screen width to display all elements without clutter.<\/li>\n<\/ul>\n\n\n\r\n
- Email layout<\/strong>: An email layout<\/a> determines the arrangement and hierarchy of various elements within your email. A well-designed layout lets subscribers quickly scan the content while grasping the main message. <\/li>\n<\/ol>\n\n\n\n
- Email marketing agencies sending similar-looking emails for different brands.
- Header: <\/strong>The upper part of the email where you place your brand\u2019s logo.
- Building Accessible Emails<\/a><\/li>\n\n\n\n
- Visual Hierarchy<\/a><\/li>\n\n\n\n
- What Is An HTML Email?<\/a><\/li>\n\n\n\n
- What Is A Custom Email Template?<\/a><\/li>\n\n\n\n
![\"Responsive](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/05\/image15-1.jpg\")
<\/a><\/div><\/div>\n\n\n\n![\"Welcome](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2021\/10\/welcome-to-guru-lets-get-started-.png\")
\r\n\t\t\t <\/div>\r\n\t\t\t \t\t\t <\/div>\r\n\t\t\t <\/div>\r\n\t\t\t