Okay, you could use the old fashioned town crier, or a good old iron printing press to get your message out. But, to be completely honest, my company, Iron-Point Marketing, doesn’t really have a newspaper printing press just laying around and we don’t really know much about being a town crier. But we know a heck of a lot about emails. So we’ll stick with that. Specifically, lets talk templates.
Take a step back and consider how many emails your business sends out each year, each month.
Now take another step back and look at how many of those have followed your brand? Were there a few that didn’t measure up 100%, just a little bit to save time?
People like saving time, people like saving money. Even more people like to keep their stress levels down. (I know, shocking right?) Well in the complex world of email marketing, templates can save you stress, time, and all that. Keeping your design fresh is important for its own reasons. But having a few well designed and coded templates to fall back on can save time and quell stress when it comes down to crunch time.
Maybe someone had a last minute request, maybe it was an email that had to go out ASAP or maybe someone, sometime thought, “No on will care if just THIS email isn’t branded 100%.” On top of the design, how often are you rushed to get an email out, and you or your team just don’t have the to properly test for deliverability and consistency?
Well, proper updated templates might just be what you need.
As I already mentioned, templates aren’t a fix all solution. Having one template for all of your emails would be a mistake as well. Without a set of tested and tried templates laying around you’re going to shoot your heart rate through the roof when you get that last second email request. So the real key is balancing out a few template emails with a few unique emails.
All together, we’d guess that about 70% of emails that get sent out are coded improperly. Examples of this: not branded, not mobile compatible, design errors, image issues and such.
Of course, that’s just a best guess. I’m sure you’ve seen a lot of emails over your career. Email snafus pop up all over the place. Major issues that keep popping up include:
Creating an email that follows web standards (not exactly the right way to do it, but I do appreciate the effort)
Creating an email in a WYSIWYG (What you see is what you get) editor
Creating an email that looks good in some email clients, but breaks in others.
All of these tools have their places, but none can match up to the ease of template based design. By using a template design you can make sure that template is built right and substitute in the content that you need. By creating a clean, effectively coded template, you can take the pain out of those last minute requests and ensure that email looks great when it is opened in the receiver’s inbox.
Templates also help guide branding on some projects.
When time is on the line or the budget getting tight, templates can be a safety net. But they can also be used on larger projects. Say there is a project that has 10 emails. Meticulously designing, coding and testing each email is going to take time and money. Using a template built for a specific project will help ensure that quality, but it can also help ensure that your brand has a better chance of being consistent across those emails.
On average, an email takes 6-8 hours just to code. Working from a template can cut down that, saving your team valuable time and money. You can easily shove the copy into the template, do a few quick formats and blast that sucker out. It won’t take more than an hour when you get the knack at it.
Consider looking into creating a few templates for your business to use on a regular basis, or to ensure proper branding. I strongly believe that investing in a solid set of email templates is worth it in the long run, and in most cases the benefits are seen immediately.