- an email template builder,
- a ready-made email template,
- or a custom-made email template?
No matter the size of the business or mailing list, it’s one of the most important decisions to get right, at the beginning of the campaign.
The wrong choice could be a spoke in the wheel, leaving you with a design:
- that’s not on brand
- does not speak to your audience
- is possibly too fancy (or too basic!)
- might not render well on devices
- could be difficult to update
– all resulting in the brand losing credibility and trust with their audience. And leaving you sweatier than a cowboy writing a love note.
Know your options
For a start, let’s explain what a “Email template builder”, “ Ready-made email template” and a “Custom-made email template” is and explore each one’s pros and cons.
1 - Email template builder
Mailchimp has a built-in email builder which makes it a popular favourite as it starts with a free account with limited sends – a great place to start when your client is testing the waters of email marketing.
Other email builders are stand alone and then integrated with email sending platforms (ESP). Make sure the editor you choose integrates with the ESP you plan to use.
| Pros | Cons |
| Cost effective | Limited customisation |
| DIY | Limited export functions, or integrates with limited number of ESPs |
| Easy to use. Grid based, drag and drop interface | Cannot customise to follow exact brand guidelines |
| Works well on all devices | Emails can look very generic |
| Quick turnaround time | No support for free accounts |
| Online documentation |
Best advice here is to keep your layout simple: we’re talking about single columns or predictable responsive behaviour (which doesn’t always order things on mobile in the way you intended)
2 - Ready-made email template
A ready-made or pre-made email template has been designed and coded with placeholder text (think lorem ipsum) and images. It’s a set framework which only needs you to populate it with content and images. All you need to do is simply google “buy email template” and you are flooded for options.
Be sure to purchase your email template from a credible source with a good reputation. How can you be sure you’re not buying a lemon? One way to tell is to investigate the reviews and find out if there is sales support offered. If you find a high percentage of complaints and unhappy customers then it’s a no-go.
This option is great if you have an experienced html digital designer on your team who will populate your template with text and images as well as your own email send platform.
| Pros | Cons |
| Cost effective | Limited customisation |
| Design and think-work done for you | Code could be difficult to adjust |
| Works out of the box – already render tested* | *Even though this template has been tested, when last was it updated – devices and email platforms are ever changing. |
| Huge selection | Huge variety can be confusing |
| Quick turnaround time | Could be costly to customise in order to follow brand guidelines |
| Visually attractive | Can be difficult to change something in the framework (adding/deleting sections, stacking order) |
| Fewer people needed for production | You still need a digital designer to populate content and images. |
| Might not work on your bulk emailing platform |
3 - Custom-made email template
| Pros | Cons |
| Tailor made and on brand | Pricier |
| Unique | More people involved in production & higher level of skills required |
| Coded to render well on all devices | Can be longer turnaround time |
| Highly customisable |
Read about our approach to email newsletter template creation.
Get your Rodeo on!
Now that you know the pro’s and con’s – how do you know which is the right choice? Use this handy checklist to see which option is best for your client:
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