Email Templates: Building the Right Template for Your Audience
It's the presentation that matters. If you want to grab the attention of your loyal customers, how you display your marketing email content is important. An estimated 22% of emails are skimmed and roughly 26% are given a glance of less than 2 seconds. Content may be the lure that brings more customers to your site, but if you don't put that content in an organized, well-displayed email template, you'll lose your potential customers in the short span of time it takes to skim your message.
Choosing the right email template doesn't have to be complicated. When you understand your options and prioritize what works best for your audience, you'll develop an easy-to-digest presentation of your content.
Plain Text vs. HTML Emails
Plain text emails are the simplified versions of your marketing messages. There are no images or videos, so the text has to be worth reading. Even without the flashing sale banners and scrolling photos, plain text emails have a number of benefits, including:
- No distractions
- Fewer technical glitches
- Room for personalization
- Delivers to all email systems, decreasing your bounce rate
What most email marketing recipients are used to is the HTML version of your message. HTML responsive emails offer space for colorful images, funny GIFs, or how-to videos. The message is more complex, but offers several benefits, including:
- Visually enticing call-to-action
- Easy to promote engaging material
- Advanced branding opportunities
- Ability to showcase specific products
The best part of plain text and HTML responsive email templates is you can create both. Admail offers a platform that lets you decide which template is best based on your message.
Key Elements of a Great Email Template
As you choose your email template platform, consider the functionality of each product. You'll want to include key elements into your email template, so look for a system that offers customization for:
- The subject line
- Personalization within your message
- Social share links
- Unsubscribe link
Each of these elements work together to create a cohesive, branded presentation. In addition, with an HTML responsive email template, you don't have to create different sizes of your header or images. Modern platforms, like Admail, adjust to any mobile screen, giving every recipient a clear message.
Segmentation with Tailored Templates
Tailored email templates will speak to certain portions of your audience more than others. For example, when you segment your audience based on geographical location, a particular product line may be more attractive based on one group's location. You can also segment your target audience based on purchase history. Group recipients together who recently purchased the same or similar item to market related accessories or relevant products. Try one of these easy ways to segment your email list:
- Amount spent per purchase
- Customer survey results
- Demographics (age, gender, company position, and income level)
- Email engagement
- Geographic location
- Website behavior
Email marketing segmentation is possible for small- and medium-sized businesses. Don't wait until you're running a thriving company to incorporate segmentation. Begin targeting your audience today with plain text and HTML responsive emails directed toward specific portions of your email audience. Sign up for a free trial with Admail today and get your brand in front of more people in 2021.