Email marketing is an effective inbound marketing tool for engaging with your audience and nurturing leads. In order to maximize the potential of email marketing, you need to have the right tools at your disposal. This includes using the proper email templates for your campaigns.
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While most email marketing services provide a variety of free email template options to choose from, you should also consider investing in custom email templates. By letting web professionals with expertise in email design set up your templates, you’ll be able to create more effective email campaigns that are tailored to your needs and goals.

When developing your email strategy, consider the following benefits of custom email templates to determine if they are the right choice for your business.

Ease of use

Working from a pre-made email template can be limiting for those with little experience in setting up email campaigns. In order to customize a template, you may need advanced knowledge of a service in order to make even the smallest of changes. By having a web professional build custom email templates instead, you can make sure they are built specifically to be easy for the end-user, so email campaigns can be set up quickly and more efficiently without extensive knowledge of the coding behind it.


It’s important to keep a consistent brand across all marketing materials, and email marketing is no different. This means your email templates should have the same general look-and-feel as your website, carrying over elements like logo, colors, typography, and so on. If you’re developing custom email templates, you can ensure these elements are carried over to strategically reinforce your brand and integrate your email campaigns with the rest of your marketing strategy.

Branded email template


Pre-built templates might not have the features you need to effectively meet your marketing goals. Furthermore, you might find yourself trying to adjust the content you want to provide to your users just so it will fit into a template’s predefined sections. By using customized email templates instead, you’ll have more control over how you deliver your content to your users. You can tailor the layout to your specific needs and add unique functionality that will work best for your goals.


One of the issues with using templates is that they are available to all users of a particular service. For example, if you are using a popular email service like MailChimp or Constant Contact, this means that your emails may be very similar to other companies using the same templates. With custom email templates, this is not an issue. You can ensure that your emails will be unique and personalized to your business. This can help you to stand out from competitors and be more creative with your email marketing.

Responsive email templates

User experience

While some email marketing services have well-built templates, others might not be up to standards. Creating HTML emails comes with its own unique challenges, with special attention needed for them to work properly on mobile devices specifically. The best way to ensure that an email template is coded properly and thoroughly tested is to use custom email templates. This gives you full control over the experience that users will have with your email campaigns, allowing you to tailor that experience to your specific audience.
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