We’ve got a few marketing secrets here at Litmus… and maybe your email team does, too.

We talk a lot about designing and coding emails from scratch. And we do a lot of that! But we also… sometimes… occasionally… use email templates. 😅

46% of email marketers have up to five emails in production at any given time. Sound familiar? And with teams averaging about 2 weeks to produce a single email, that’s a lot of concepting, designing, writing, HTML coding, reviewing, and testing in a short amount of time.

There’s nothing wrong with taking a few strategic shortcuts for your email marketing campaigns with an email template. But where email marketers go wrong is leaving templates exactly as they are, making them pretty blah campaigns—potentially sacrificing better business outcomes for speed.

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Before you can convert an email subscriber and make a sale, you first have to get them to open your email. That’s easier said than done when faced with an overcrowded email inbox and time-pressed readers. 

Still, you can improve your chances by crafting an effective sale email subject line. 

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New laws and new procedures by Email Service Providers (ESP) have made it more important to watch the Deliver Rates on your emails. All ESPs are tightening their email upload policies. I did some research recently and found the companies I looked at were requiring explicit opt in as opposed to the implied opt in that we have worked with for years. You need to review your procedures to improve your lists now so your email campaigns won’t be penalized. I can work with you to look over your processes for when and how you gather emails to ensure you are gathering the maximum email addresses and getting the proper permissions. This article is a good review of the requirements.

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