Email Marketing Templates – Are Yours Fit For Purpose!

Email marketing templates - are yours fit for purpose?

Email marketing templates are available with every email marketing tool – they’re designed to make it easier for you to create emails that reflect your brand and engage your audience. How your email looks when it lands in your customer’s inbox is integral to whether they interact with it, so it needs to be fit for purpose and reflect the message you’re trying to convey. Here, we take a look at essential elements you should consider: what should all your email marketing templates include, and; what is the purpose of your email?

All templates:

  1. Structure – subject line, preview, body text, images, links to your website, call-to-action: These are all essential components of any email marketing template.
  2. Branding – all your emails should be consistently branded: company font, company colours, and images that reflect your other marketing material. There should be a flow between your website, social media, business cards, and email templates that make any of them instantly recognisable as your brand, even before people see the company name.
  3. Logo – this should be visible on all your email marketing templates and appear in the same place and size on every template.
  4. Social media icons – whichever social platforms you’re on, your email marketing campaigns are a great means for encouraging people to connect with you across all channels. So, make sure your icons are always there, always in the same place, and that they link to your company’s profile on those platforms. For example, don’t link to LinkedIn: link to your company page on LinkedIn.
  5. Share button – you want to encourage your audience to share your emails with anyone they know who might also want to hear your message, so be sure to include a ‘share’ or ‘forward to a friend’ button.


Is your email the first in a welcome series, or is it promoting a new product? Is it offering a discount code or an informational email pointing customers towards a new video or blog? Whilst your email marketing templates should always contain the elements mentioned in points 1-5 above, it’s also essential to tailor the body of the email to the message you’re trying to convey. For example, if you’re welcoming a new subscriber, you might want to offer an introductory discount or free gift with their first purchase. If the purpose of the email is to educate, you might like to point to a blog or video rather than putting all the information into the email.

It’s important not to overstuff your emails and offer too much in one go. If the email aims to introduce a new product, link to the product, and link to the video that demonstrates the product, don’t confuse the message by adding in unrelated information or links to irrelevant products or services. Keep the message simple so it’s immediately clear to your audience what you want them to do. Bear in mind your audience will probably be ‘having a quick look’ at their emails, and if you give them too many choices, they often become overwhelmed and shut down. It’s better to send separate emails than to cram your messages into one long one! Keep it simple!

If you would like some help making sure your templates are working for you, we can help. We work with all the major email marketing platforms, plus we’re a Klaviyo Silver Partner, so we can design your email marketing templates to maximise your engagement and drive those important sales! We also offer audits of your complete email marketing function, including your templates, to ensure you’re getting the most out of your efforts.

Email-Postman - email marketing that deliversEmail-Postman – email marketing that delivers!

Shaun Reynolds has been specialising in email marketing since 2005 and, in February 2019, launched Email-Postman. Since then, we’ve helped over 100 clients build successful campaigns across various email marketing platforms.


For further information or to discuss getting help with your email marketing, you can arrange a free call-back today by clicking here!