The answer to this question depends on what kind of email you are sending.
By nature, marketing demands solutions for each individual client. For example, Campaign Monitor initially provides you with a very common and versatile format optimized for multiple browsers and devices:
Source: Campaign Monitor
You can change every aspect of this template. Starting with a customizable template lets you design beautiful layouts while guaranteeing readability across a variety of platforms.
Good templates get the right information across in just the right way. You may need a different template layout according to the email you’re trying to send. The following are three very common types of emails in marketing campaigns.
Be bold: Your announcements are important.
The best announcement email templates get your reader excited about what’s coming. Stop readers in their tracks with a template that:
- Employs creative, eye-catching visuals
- Displays important details prominently
- Urges further interaction, such as learning more, signing up, or getting involved
Flume’s stunning campaign employed all three of these, resulting in wild success:
Source: Campaign Monitor Gallery
Find more tips on announcements from Neil Patel in his critique of three other examples.
Get information across cleanly and quickly in your newsletters
Newsletters keep subscribers informed about things that matter. The perfect template:
- Has a strong visual hierarchy
- Uses white space effectively
- Is optimized to display text on multiple devices
Living with Homestyle uses a simple template with many opportunities to encourage further engagement with its content:
Source: Campaign Monitor Gallery
Newsletters are a proven marketing strategy. Read more on the latest information about the state of newsletters in 2019.
Connect with your customers through accessible transactional emails
Transactional emails are like receipts. They spell out the details of a purchase or interaction a customer has had with your brand. A strong transactional email:
- Clearly conveys all pertinent details
- Includes no other content beyond what is necessary
- Continues the brand experience to drive more revenue
Uber uses visuals to strategically continue the brand experience and encourage opportunities for re-engagement:
Source: Really Good Emails
How to measure which template is best
The template you use can have a significant impact on the success of your campaign. If you’re not sure which to use, consider the following:
A/B testing is your friend.
Once you’ve narrowed down your options to two or three different layouts, use A/B testing to determine which layouts facilitate better interaction and response from your readers.
Pay careful attention to things like your click-through rate, conversion rate, and unsubscribe rate. With identical content on each template, the only variable remaining is the layout.
Does it really matter?
Having the right template for your email absolutely matters.
Emerging research shows that design has a strong effect on how readers engage with emails.
Consider, for instance:
A study in 2018 found that click-through rate increased by 28 percent when links were placed on the left-hand side of the email.
Link placement is determined by template layout.
A strong email template creates a first impression that boosts engagement and drives conversions.
What now?
There’s no single customizable template that’s best for sending emails. Look for something that meets the goals of the campaign you’re directing.
Strive for designs that emphasize mobile optimization, readability, and reader engagement. Then A/B test for the template that works best for your business and campaign.
There are two ways you can proceed from here: code your own email template from scratch or customize one of our templates for your purposes. Explore both options to determine which works best for you.