Continuity in time, in frequency, in the use of parcticular design elements, in segmentation, in personalization, etc… is not a given for a lot of companies. With all the new marketing trends and the launch of several new devices, it seems the KISS-principle has gone up in thin air.
We encourage you to think outside the box when it comes to email marketing. But remember that overhauling your email design with every action you take, is a risky operation. Don’t forget that people don’t easily adapt to changes, unless the advantage of those changes is obvious. But in most cases, readers are likely to be more distracted and will ultimately lose their interest. Using a template keeps the consistency in your design, and helps you keep your audience’s attention in the long run.