Our customers regularly quiz us about the different aspects of email marketing, so we thought we’d share the answers to some of the most frequently asked questions here on the blog. This is the first of a series of posts that will aim to give you answers to those questions you’ve always wanted to ask!
The email template is a very important consideration for any company that is taking email marketing seriously. But how hard can it be? After all, its not as though you are putting together a full-blown website! Surely anyone with a bit of HTML know-how can do the job?
It might not be cheaper in the long run…
We’ve encountered this time and time again. Companies have tried to go for the cheaper option, but getting ‘that guy in the office who knows a bit of HTML’ to have a go or even giving the job to their web design team, can be catastrophic! Because, the inevitable usually does happen; the columns don’t quite match up, that pesky default Times New Roman text keeps on occurring and, for some reason, the email just never looks quite like it did in the editor!
Before you know it, you’ve spent so much time and energy getting it all sorted that any initial money savings you might have got, quickly disappear. This is why having your template professionally designed can save you a lot of time, hassle and money.
What is the financial impact of poor email design on your database?
There is no doubt that poorly designed emails that don’t render correctly due to poor coding will have a negative effect on the ROI of any campaign.
But can you prove it? As you may know, the DMA’s email marketing council did some research a while back, which found that the lifetime value of an email address to an organisation was £9.11. This figure will be different for every organisation, it is an exercise I would recommend every company conducts to find out how much an address is actually worth to them.
So what does £9.11 look like in reality? Let’s say the value is £10 (to make the maths easier) and I have a database of 100k recipients, I then have an asset worth £1 million. We have seen that poor quality design leads to recipients unsubscribing. So, let’s say I see a 10% unsubscribe rate due to poor design. That is a £100,000 loss! This is a great way to build a business case to convince a FD or C-level executive to invest in an email template!
What is the database impact of bad email design or rendering?
You should also consider the ROI and database impact of a less than impressive template design. Should your template look poor, render incorrectly in the inbox or if you have a low text to image ratio, you’re likely to be lowering your baseline ROI on every campaign you send out as you may encounter deliverability issues causing more people to unsubscribe or, even worse, hit the spam button mistakenly, as they assume something so unprofessional looking wouldn’t come from a legitimate company.
Building an email template requires email know-how
The truth is that designing an email template does take skill and know-how. Email clients (like Outlook, Gmail and Hotmail) all have their own little quirks. In fact, they are far more temperamental than web browsers. Emails need to be built using a certain kind of HTML code to ensure they render properly in your recipients’ inboxes.
Not only this, but, as discussed above, having a template that really packs a punch, can really help engage your recipients and contribute to the success of your campaign.
So, what are you waiting for? Get in touch today and start experiencing better response rates from an email template that hits the spot!