Email marketing is more popular than ever, and for good reason. With a reported $38 return for every $1 spent on marketing and the fact that audiences are twice as likely to directly communicate with your organization through email above any other channel, it’s likely more and more emails will be sent in the future.
With a growing output, it may be difficult to find ways to increase efficiency. One tool that can greatly increase output and decrease the risk of error in your messages is to use email templates. What exactly is an email template and what does it do? Moveable Ink has the best definition: “[It] is an HTML file that you use to build email campaigns. A good template will let you copy and paste content directly into the file and render well on desktop, mobile and across various email service providers. You can use the same template again and again for multiple campaigns with different content.”
Here are the top reasons we think your team should start utilizing email templates as soon as possible.
Email templates save time
It’s reported that 63% of marketers spend at least two hours per campaign on content and design — not to mention countless hours on QA and approvals. Instead of taking even more time to create every email from scratch, using an email template allows your team members to copy a document that roughly fits the format of the communication you wish to send and simply fill in updated copy and images.
Not only does the email template save on creation time, it decreases the chances of making a coding error and the time it takes to QA your mailing. Sometimes finding bugs in code can take hours, and with increased workload, no one wants to spend time trying to find a typo.
Templates allow for consistent design and optimized responsiveness
Great email design is something most audiences have come to expect, and creating well thought out, cohesive design elements across the different types of emails that your organization sends improves your relationship with your readers, which increases the chances they will ready your communications, and ultimately increases your return.
If you and your team split email creation duties, it would be easy for inconsistency in branding and diverse design practices to creep into your emails. With email templates, each team member can simply copy the file they wish to duplicate and fill in their content, no need to change brand colors, logos, or other pre-designed elements.
Plus, with 88% of audience members reading emails on a mobile device, it’s more important than ever to create mobile responsive designs. With email templates, it’s possible to code a responsive email once, and have all of your content look pristine on all devices.
With no end in sight for the growth of email marketing, savvy teams will realize the more scalable their processes are, the better. In 2017, 205 billion emails were sent per day, and that number is only expected to grow by 3% every year. By the end of 2019, that will be 249 billion messages a day.
The more you and your team can prepare for that trend now, the easier it will be to ramp up production and maintain high production quality.
If you are looking for ways to incorporate email templates into your strategy, but don’t have the time or resources to create your own, try looking for templates you can purchase and customize, or look into working with a designer to develop a completely custom design.
Finally, if you have Oracle Eloqua and you need support with email strategy or building emails, please contact us! We love helping companies transform their marketing automation.