What are the Best Practices to use while Designing an Email Template?
I always give the analogy of a traveling salesman when I talk about email marketing and spam filters. For a traveling salesman, the first step is to gain entry into the house to be able to sell his products. Similarly for an email, the first step is to find the end user’s inbox to be able to serve the purpose. Hence deliverability i.e. getting the emails in the user’s inbox is very important.
Email marketing mainly stands on the following 3 pillars:
Unlike other channels, email marketing has an extra layer of filtering: the spam filters wherein the content of the campaigns are scanned.In this blog, we will discuss the best practices while designing an email template.
Make sure your email template hasn’t landed in spam earlier or rendered a lot of spam complaints as Gmail and other prominent ISPs assign a negative signature to such templates and despite changing the sender domain and other headers, your campaigns would still land in spam.
When I am helping any brand with their email program, I ensure the following basic do’s and don’ts are followed while making the content, for better deliverability on Gmail id:
As an email designer, if you can take care of the above basics, you can avoid low deliverability or low CTOR. While these are some of the basic guidelines, the tonality and the design of the email campaigns would change according to which brand is sending the email campaigns.
While some brands like to keep the content short and sweet, some brands like to promote as many products as possible on the email campaign. The tonality and design can be definitely flexible, however, never skip the best practices for deliverability!