E-mailing, Newsletter

Tips and tricks for top mail templates

03 June
E-mailing, Newsletter

Tips and tricks for top mail templates

Email marketing is a key part of a successful digital marketing mix. A well-crafted email template can significantly increase conversion rates and strengthen customer relationships.  

We would like to share with you best practices on how to create a modern, functional and responsive email template that attractively presents products. 

 

  1. Clean and simple design

Modern design: 

  • Go for a minimalist design with plenty of white space to make your email clear and easy to read. 
  • Use quality product images that represent your brand in an appealing and faithful way. 
  • Limit the number of colours used to 2-3 main colours that match the corporate identity. 

 

Functionality: 

  • Make sure all buttons and links are easy to use, even on mobile devices. 
  • Provide an easy way for users to unsubscribe from your newsletter, which not only improves their user experience but also meets legal standards. 

 

Dark-mode: 

  • Prepare the template so that the email is still readable even when the "dark-mode" is activated.  
  • Avoid using an image with a white background and opt for a transparent background instead.  
  • If the logo is black, add a white border. This will make the logo stand out against the black background. 

 

  1. Optimisation for mobile devices

Responsive design: 

  • Test your email templates on different devices and email clients to ensure a consistent display. 
  • Use media-queries for adaptive content placement and sizing to make your email easy to read on any device. 
  • Make sure all text in the email is easy to read without the need to zoom. 

 

 

  1. Personalisation and content segmentation
  • Segment your customers based on their purchase history, preferences and behaviour to make your emails as relevant as possible. 
  • Insert personalised or interactive elements into your emails, see tips below. 

 

Tips for personalisation 

  • Addressing on behalf of the customer 
  • Countdown of discount action time 
  • Personalised graphics 

 

Tips for dynamic blocks 

  • Nearest delivery point - by postcode from the order - combination of own shop / mail order 
  • Heureka reviews from satisfied customers 
  • Last viewed products 
  • Up-sell/cross-sell blocks 

Tips on kinetic elements 

  • Hover effect 
  • Button 
  • Image 
  • Text 
  • GIFs 
  • Countdown time
  1. Clear and enticing call-to-action (CTA)
  • Each email should have a clearly defined goal, supported by a prominent CTA button. 
  • Put CTAs in strategic places - for example, after the introductory text or next to/below the product image.

 

  1. A/B testing
  • Regularly A/B test different elements of your email (e.g. subject lines, graphics, CTA placement) to see what works best for your customers. 
  • Use the insights gained from testing to further optimize your marketing campaigns.

 

  1. Continuous analysis and optimization
  • Track key performance indicators such as open rates, click-through rates, conversion rates and unsubscribe rates. 
  • Use this data to continuously improve your templates and content strategies. 

 

Conclusion 

  • A quality email template is the key to better customer engagement, higher conversions and brand reinforcement, which can contribute significantly to the success of your online store. 
  • Make sure that each campaign is carefully thought out and targeted, with an emphasis on modern design, functionality and user-friendliness. 
  • Keep in mind that Gmail will crop any email that exceeds 100 KB and not display it in its entirety. 
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