Email marketing: Keys and tips for designing successful email templates

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If you are considering implementing an Email Marketing or eMarketing campaign and have doubts about how to develop your html template, or you are not getting the desired results with your current template, let me provide 5 basic elements to have a successful template.

Template Design: It's Not as Simple as It Seems There is a lot of misinformation about proper email template design. If you use a newsletter delivery program and it has templates, you are on the right track. However, for reasons of corporate identity or branding, it may not be giving you the results you specifically require. Every email template must meet at least the following 5 elements to ensure the success of your eMarketer campaigns. 1. Design for a horizontal preview pane The reality is that most users of email clients such as Outlook, Mac Mail, Hotmail or Yahoo Mail, preview their incoming emails in a window that on average measures 638x86 pixels.

This average is the result of a study carried out by MicroMass Communications. Although it may seem incredible, most people do not see beyond the initial 100 pixels of each email. This means that your template should not exceed these 638 pixels in width. In fact, the recommended standard is 600 pixels. On the other hand, your most relevant introductory text afghanistan phone number should be within these first 100 pixels, or better yet, within the first 80 pixels. 2. Maximize your template with 2 columns It is unlikely that the reader will read the entire email in the average 54 seconds that they spend on it. For this reason, if your email has more information, you should maximize the space in two columns.

One for the main text and another for links to other topics of interest. The most common proportion is 400 pixels for the main content and 200 for smaller content with navigation links. Now, on which side to place the column of links is a matter of debate. Personally, I prefer to use the small column on the right side for the following reasons. We read from left to right, so this arrangement places the main content in a prominent reading order. Another reason is that if for some reason the preview window is smaller than 600 pixels, the main content will still be visible to the reader. I recommend trying both arrangements and testing them in different email clients and determining which works best for you.

3. Define images and linksIt is important to note that email clients are less standardized than browsers, so it is important to take care of the html code of your template. In principle, the size of each image must be defined. That is, within the html code the height and width of each image must be perfectly defined. It is also important to always use both the Atl Tag and the Title Tag. Links must be absolute and not relative. Browsers support html code with relative links, email clients only recognize absolute links. If they are not correct, the links will be broken and this is something that should never happen in an email. 4. Limit the use of images I have talked about this topic a lot.

It is important to limit the use of images to a minimum. Always try to give relevance to your content through html code. While it is true that images are very attractive, however, they cause many setbacks when processed by email clients. 5. Keep the content short and simple No matter how good your content is, the user is NOT going to read your email! Users SCAN your content, and they will do so in less than a minute. For this reason, do not write your content in long paragraphs of text that are not easily readable. Present your content with large, relevant headings and a short paragraph with a link to the full content on your website, so that the reader interested in this particular topic can read the entire content.


The use of lists (bullets) can also be very helpful. The idea is not to overwhelm the reader with long texts. It is true that your content has value. However, an Email is not a web page and much less a Blog. The behavior of a reader in front of the inbox is very different from that when browsing a site or interacting on a Blog or Social Network. Keep your content short, pleasant, direct and make it a click generator and not a generator of great information.