Why we wrote this guide
What is a master template?
Collect the information
First of all, you need to decide on the design. The safest bet is going for your brand style. In most cases, you want to use your brand book - it already includes all the necessary elements. If your company doesn’t have a brand book, you can borrow your website design features to make up for it.
Second, you need references. There are a plethora of different approaches to designing emails, so finding a good reference is essential. The design should go hand in hand with the brand’s style. Find the one that does it and use the elements you need to suit this goal. Otherwise, you risk creating a Frankenstein’s monster.
Third, you need to figure out your strategy. The types of emails you send, the segments of the audience you send to, and the goals define what blocks you need to create. You will definitely need welcome emails, abandoned cart reminders, sales, special offers, events, product launches, etc. So building sections for these is essential. Make a list of all the email types you send to ensure you don’t miss something.
Fourth, you need to gather your analytics. All the data from your previous campaigns, click and open rates, website stats, heat maps, etc. If analyzed correctly, this information will help you cut off elements that don’t work. And, of course, emphasize things that your subscribers and website visitors seem to love.
Fifth, collect the links, contacts, disclaimers, and other information that has to be included for legal reasons. This goes straight into the footer, and it’s crucial to remember.
This list is not exhaustive. Any data and ideas can be used to enhance your master template. If you come up with something, or just so happen to still have the stats from five years ago, you’ll find a practical use for it.
Structure of a master template
Who can help?