Check out some Email Marketing templates for you to create a killer campaign and know when and why to use each one of them
The Email Marketing models most used by companies today are: promotional, informative, transactional, welcome, special, e-commerce and reactivation. Each email template has its own particularities, so choosing the best one will depend on your campaign objective.
Email Marketing is a very versatile communication and relationship channel in Digital Marketing. You can use this channel to send numerous email formats, such as offers, newsletters, activations, greeting cards, helpful notices, and more.
Therefore, each of these formats must be sent for a specific occasion. There is the Email Marketing model to sell a product, notify about updates on a blog, provide a free download, celebrate the end of the year, among other purposes.
As there are several possibilities, both of formats and occasions, Blue World City is going to exemplify in this post some of these formats and show some Email Marketing models for you to have an overview of what can – and what should not – be done.
Why follow an Email Marketing Template
How many emails does your company send per week? Do you create emails one by one or already work with ready-made templates?
Working with pre-defined Email Marketing templates is a way to scale your mailings. It is much more advantageous to have templates than, for each campaign, having to make a new one. That’s because you can use these same templates in the future and just change the content, avoiding rework.
It is also possible to determine a different template for each type of action. This differentiates your goals and shows a certain identity in the eyes of your customers and Leads.
If one were to summarize in a few words the reasons to use ready-made templates or create these standards on their own, would be: speed, scalability, quality, identity with the brand ( branding ), and economy.
We talk in more detail about the subject in the post “Why use Marketing Templates”.
Email Marketing Templates for Different Types of Business
The most efficient way to do Email Marketing is working with HTML templates. Never images. The reason is that most services block emails that have only one image by default.
Possibly you have already received an email where, instead of the image, there was a huge white screen with the message “Images are not displayed – Display images below”. This is one more barrier, and when it happens the chances of the user not reading your message are great. This is a separate subject, and you can find out more in the post “Email Marketing: Why use an HTML template instead of an image”.
Well, despite having ready Email Marketing templates, some best practices must be taken into account.
- Make the email in HTML format and distribute the content between text and images;
- Use alt tags on images, always placing text that describes the image. You can even use this space to encourage the display of the image by writing in the alt tag, for example, “eBook Introduction to Email Marketing – Click ‘Allow Images’ to view.”
- Also put links on the images, because even if they are not displayed, their area will be clickable. This practice is very useful when using alt tags;
- Be careful with the image size: if they are too heavy, they will take a long time to load, which can discourage waiting for the recipient or even be interpreted as SPAM by email services.
- See if the Email Marketing service your company uses has ready-made HTML templates for sending emails. In RD Station Marketing’s Email Marketing feature, you can choose from several templates to assemble the email.
When talking about Email Marketing, we come to some big formats. Below, we will show which situation each format should be used for and give practical examples:
1. Promotional email template
Promotional emails are campaigns that focus on promoting an offer. Although the name seems to email only for promoting products or services, free emails, such as downloading eBooks or other materials, are included in this category.
In more detail, a promotional email can be:
- physical products, such as e-commerce and retail companies in general, which use Email Marketing as a sales channel for the final consumer (B2C);
- digital products/services, such as paid consulting, software, and tools;
- of free digital products, such as eBooks, tools, webinars, or other materials that are being offered.
2. Informative email template
Informational emails are also known as newsletters. The main purpose of this type of email is to inform the base about updates and relevant news about your business or your market niche.
These are emails characterized by the presence of texts and larger calls containing links to your website or your blog. It is an Email Marketing model in which the content must be the center of the action.
As for measurement, it should not only focus on direct campaign metrics (such as open, click, etc.), but on who clicked which link. This will help a lot to assemble more relevant segmentation and communications.
It is important that newsletters are sent periodically to ensure the expected engagement of the base. You should also make your brand very visible. One option is to brand the logo in the header to ensure visibility.
3. Transactional email template
Transactional emails are messages that indicate something already expected by your customers. These are information for users to confirm an order, purchase, change a password, register, or receive free material.
Transactional messages focus on acknowledgment and not discovery. These are usually simple and short emails. It is a way to improve the relationship with your base, mainly because they are always sent after the customer takes an action to receive them.
For example, if downloading a material, the submission was triggered after conversion to a Landing Page. If it’s for a new password, after a recovery request. If it is for confirmation of an order after the purchase has been completed on the website.
4. Welcome email template
Welcome emails are super important for you to start your relationship with Lead off on the right foot. It is in this message that you will introduce yourself and tell about what and how you will communicate with Lead in the future to align expectations well.
5. Special email template
Another option for using Email Marketing is to use each user’s special dates to send a personalized message.
These campaigns can correspond to birthday messages, commemorative dates, congratulations for some achievement, and general congratulations. The main idea is to make your Leads and customers feel remembered by your company.
These are emails that generally involve greater use of images and graphics. Therefore, visual devices and short texts are used to capture and hold the recipient’s attention.
In some campaigns, there are special benefits such as discounts, gifts, or coupons. In these cases, the campaigns end up being somehow crossed with the first model explored in the post, being a kind of special promotional Email Marketing model.
6. Email template for e-commerce
In the item about promotional emails, we mentioned e-commerce companies as an example. Since email is a vital part of this type of business, it’s worth opening an exclusive item for a longer comment, right?
After all, they are important in several actions: engaging, relating, increasing the conversion rate, sending promotions, spreading the news, or reducing the number of abandoned carts, among others. Encourage the registration of customers in your email list, ensuring a base of really interested people, effective campaigns, and messages that are not considered spam. Do this by including registration fields to send the right message to your customers.
Send what is relevant and that is connected with the store, such as promotions and launches, but also that are connected to your business and that helps the consumer to solve any type of problem.
Remember to always test subjects, content, layouts, and submission times and frequencies. Then evaluate and adopt what works best for you.
7. Email Template for Inactive Customers
It’s perfectly normal that, after some time, a part of Leads and customers stop having any kind of engagement with their emails. This doesn’t mean, however, that you shouldn’t make an attempt to get them back.
In these cases, the #1 email rule for inactive customers is to make an interesting offer. It must be aligned with the characteristics of the public that will receive the communication and with an adequate frequency.
It’s also important to remember to highlight the relevance of your email subject, as well as target the Leads selected for submission. This can ensure that your reactivation campaigns have good open and click-through rates.
There are proven best practices you can adopt to engage those Leads that are no longer interacting with your emails. Here are some ideas:
- Ask directly what content the person would like to receive;
- Use email to make targeted ads to your Leads on social media;
- Avoid group emails such as firstname.lastname@example.org;
- Warn the Lead that he will not receive spam or enter the opt-in option (this will help to avoid signing up with temporary emails);
- Confirm the adhesion of the Lead;
- Sanitize your email list.
How do choose a template to use in each case?
If your company already uses RD Station Marketing, you can use one of the models available there. We have several themed templates available and customizable to use.
They are ideal templates for promotional emails, newsletters, activation emails, simple messages, transactional emails, product promotions, e-commerce, video email, welcome email and more.
What to do after choosing a template?
Using Email Marketing templates in no way excludes the need for you to make adaptations to your business. Predefined templates are starting points. What will make your company stand out is the correct use of email, that is, using the right type of email for the right purpose.
A complimentary reading that we can recommend is the post “How different types of email work in the Digital Marketing strategy”.
Templates are very interesting to be used as templates, but even more so if adapted and customized so that your company has a unique identity not only in content but also in design.
If you want to know more about personalization and already have some code notions, you can access the post “Best practices for Email Marketing HTML”, on Ship It, the product team blog from Resultados Digitais.
Finally, remember that a successful Email Marketing campaign is a combination of several factors. In addition to the right model, other fronts such as segmentation, deliverability, nutrition, etc., must be taken care of. To learn more about the subject and get a complete overview, download our free eBook “The Email Marketing Guide”.
PS: All of the above templates are options available from the RD Station Marketing Email Marketing functionality. You can take a free trial by leaving your email below, using the tool for several other Digital Marketing actions, such as Landing Pages creation, Lead generation, search engine optimization (SEO), marketing automation, and more.