How To: Pick The Right Email Template Builder for Your Email Marketing

email template builder

Email Template Builders are an essential part of every marketer’s life. Without them, we would be waiting on developers with designs and ideas to be executed and miss our deadlines while we wait. An email template builder generally uses HTML to build your email and saves your code, while showing you the final results alone. Sort of like how the Command Line Interface (CLI) and Graphic User Interface (GUI) of products work together – The GUI is what the end user sees and the CL is what happens behind the scenes.

In the past, companies communicated with customers by designing flyers or promotional material, printing this material and mailing hard copies, or creating visual adverts for magazines and newspapers.

apple ad 90s print
Today, ecommerce platforms, media and publishing houses and brands all use email to send marketing material like updates, offers and newsletters to their customers. As the number of customers has gone up, the need for a simple yet effective email template builder has grown too.

If you are looking to invest in the right email template builder for your email marketing needs, here’s what you should be sure to check on.

Auto Save and Size Management

Once you get started with an email template builder, chances are you forget everything around you and become absorbed in the right layout, style, font, images and more. One essential feature that you need here is a template builder that auto saves your work. Especially in case of interruptions to your internet connection or those times when you have a brainfart moment and accidentally hit the close button. Jesus saves. So should you.  Another essential feature is the ability to optimize the size of the email as you build it. High res images, high quality GIFs and more need to be optimized so that the size of the email does not bloat up and affect email deliverability.

Drag and Drop Elements

A drag and drop email template builder helps you put together the content you want in no time, picking from elements such text blocks, image blocks, dividers, headers and footers. This way you save time adding individual elements or writing code and building divs to contain the contents of your message.

hackister-be-rfeeImage: BeeFree

Dynamic Content

In email marketing today, personalization is the name of the game. You aren’t going to get great results from sending simple one-size-fits-all images to every subscriber. Why? Because not everyone has the same taste. Let’s say you have an ecommerce platform and you want to show your subscribers all the latest products you have on offer for them. Do you think the men and women on your list would both find the same stuff appealing? Probably not.

email template builder dynamicImage: Campaign Monitor

This is where dynamic content comes in. Dynamic content works in your email template builder – but is connected to algorithms or rules that show a personalized image, text, or GIF to every individual customer. This is great because the content is now based on the products that they like and enjoy rather than what you assume they will like and enjoy.

Responsiveness and Testing Across Devices

One thing is for sure when it comes to sending emails. Your customers aren’t all going to be reading them on the same device. So if you build something on your email template builder that looks great on your laptop, thats awesome – but it doesn’t guarantee that the template will look great on your android device, your regular customer’s iPhone, your customer’s mom’s iPad or other devices like desktops, iMacs and phablets.

email template builder responsiveImage: Litmus Testing

Devices are a dime a dozen and you need to have a template builder that can optimize your template to be responsive across any device that may open it. If not, you end up with patchy looking templates on one device that look great on another and eventually, less than average campaign results and unhappy subscribers who don’t hesitate to unsubscribe from your campaigns.

Social Signals and Shortcuts

Once a customer opens your email, you want to make sure you get them to build curiosity and an interest in your brand. This means adding links to your various offerings on social media, your blog and any other material that may keep them interacting with your brand. An email template builder that has a variety of social buttons and options to place them in various ways in your template is a plus. Imagine the alternative. Painfully sourcing equally sized buttons from around the web, linking to them using HTML and hoping you didn’t mess it up when you click send. Social buttons also add credibility to your brand and keep customers up to date about your latest updates and offerings.

Apart from having a great email template builder, its important that you have a well rounded communication platform around it to make sure that you can use all the features of the builder to their fullest capabilities. Once you have this, you’re all set to win at building great email campaigns.

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