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Why email templates are healthy for your conversion rate

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.

And that’s a shame. Because in many cases, a fancy design doesn’t necessarily fullfill its sole purpose: intensifying the message. We have come across designs that obviously stand out but rather draw the reader’s attention away from the core message. Needless to say, this impacts your conversion rate in a negative way. So, by Keeping It Simple and Stupid, you can avoid such behavior.

Here are 4 reasons why an email template may be just the solution you need

1. It’s easy to manage
Not everybody is a skilled designer nor do they have a profound knowledge of HTML. The use of a template allows you to keep consistence in your design. And it helps you focus on the key message, not design wizzardry.

2. It builds confidence and enhances familiarity
An email design is one of the tools you have to carry out your brand identity. Make sure it is complementary with other communication tools. By doing so, you’ll not only create confidence and familiarity, you’ll have a tighter grip on cross-platform continuity too.

3. It’ll save you time
You use a template, you save time. It’s as simple as that. Just think about the long discussions with your client, marketing colleagues,... about the positioning/shape/colour/content of a button, an image, a logo or any other design element. Templates limit their options, and will save you (from) needless discussions.

4. It helps you keep the balance
If in one email your key message and design are very playful and humorous, and the next one is very dry and loaded with technical terms, you’re not creating a consistent feeling. Using a template allows you to keep a constant balance between both.

Conclusion

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.

Posted on
Jun 3, 2015