Best Practices in B2B E-mail Template Design

Best Practices in B2B E-mail Template Design

Direct marketing? Here’s how to create an effective template for your B2B e-mail campaign.

Don’t get so distracted by data on when to send e-mail and segmenting and targeting the people to whom you’ll send it—though both are important—that you forget to step back and consider the look and feel of the e-mail itself.

After all, you want to grab your readers’ attention, right? Beyond just getting them to open the e-mail (which requires just the right subject line, don’t forget), you want them to read it and click the content within it.

To help your e-mail campaign better hit its targets, keep these template-design tips in mind:

Keep it Simple

Templates with multiple colors, boxes, images, and options for clicking make it harder for your primary message to cut through the clutter. What are your primary message and your primary call to action? Make them clear.

You can’t do too much with any one particular marketing tactic. Each e-mail you send should have a specific purpose—and your template should exist only to serve that objective.

But Don’t Make It Plain

Even the simplest e-mail template should include your company’s logo and at least a single picture (but not twelve). It should also have a headline, key message, and call to action. Careful use of images and text can make the e-mail visually clean, but still engaging (just like your B2B print collateral!).

As for that text: Ensure you use a readably sized font and give enough space between each line. You may feel tempted to use multiple fonts to draw attention to your message, but we’d recommend limiting your choices to one or two.

Make it Personal

If you choose to address your e-mail to the customer by name, consider adding the name in additional places within the body of the e-mail message, including the last line. For example, try closing the e-mail with the following: “Charlie, thank you for your time and attention. We look forward to hearing from you soon.”

Ensure Brand Alignment

Use your brand’s colors, brandmarks, and fonts appropriately, as specified in your company’s brand manual.

Yet even if your manual approves a given color, you may not want to make it your background for your e-mail template. Given how differently screens present visual data, using a plain white background for most of your content will help your color and images pop.

Check Your Platforms

Different operating systems (e.g., Google, Microsoft, and so forth) display e-mail messages differently—as do the different platforms on which these operating systems function (e.g., smartphones, desktop computers, tablets).

If an operating system or platform poorly displays your e-mail—or doesn’t display it at all—it doesn’t matter how much great design and focused targeting you’ve done.

Measure and Freshen

And don’t forget—even the best e-mail templates lose effectiveness over time. Regularly evaluate your campaigns’ metrics (e.g., open rates, click-through rates, opt-outs) and adjust accordingly.

Want help? Contact FrogDog.

Posted: Aug 15, 2014
Updated: Oct 09, 2019
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