Email Marketing Tips » HTML email templates

5 Ways to Wake Up Your Email Campaign

Rebekah Henson — Fri, 10 Feb 2012 13:41:36 +0000

As a small business owner, you probably understand that getting customers to engage with your email campaign is a big factor in its effectiveness. How do you design a campaign that your customers will want to read regularly? There’s one key word in that sentence: Design.

If you’ve been sending plain text emails to your subscribers, you might want to rethink your strategy. HTML emails might sound scary at first, but they have advantages that plain text just doesn’t offer. And online consumers are more responsive – one study shows that HTML transactional emails got a 50% higher click through rate than their plain text counterparts.

Trying to brand your campaign or show off your products? HTML can do that and more in your emails. Here’s how to harness that power in your own campaign.

Brand Your Campaign

HTML gives you style control over your email messages so you can design them to reflect your brand’s online identity. You can add images – like your company logo – and use background colors and fonts to match your site design.

LivingSocial uses strong branding techniques in their emails:

Click to enlarge

Their emails use the same fonts and a layout that’s similar to their website in addition to including their logo at the top of every email. Carrying your brand’s online personality through to your email campaign helps your customers recognize and recall your brand more than plain text emails could.

Learn more about branding your email campaign with HTML:
Make Yourself Memorable: Branding Your Email Campaign Email Design Tips: Leverage Your Logo

Show Off Your Products

Sometimes an image shows more than words can say. Designing your email with HTML allows you to add images to your message – images that can display your products, like this example from Serena & Lily:

Click to enlarge

Images in email aren’t just for retail stores to display their wares. Designers, artists, photographers, restaurants and other service industries can take full advantage of images for their businesses too. Think before and after shots, examples of your artwork, or photos of your menu items.

Learn more about using images in your campaign:
Are You Using Images Effectively?

Add Video To Your Emails

If images amp up your email’s marketing capabilities, video takes it to the next level. Using video in your emails is the perfect way to engage your customers with helpful, useful content. Using HTML, you can use a screenshot to link to your video in your email, like Steve Spangler Science does here:

Click to enlarge

Videos make your message more dynamic and engaging, excellent selling points for your business.

Learn more about using video in your emails:
How To Send Video in Emails
New Way to Send Video Emails?

Make People Keep Reading

Remember how HTML gives you more design options than plain text? One way to use this design power to your advantage is to create an eye path teasing your customers to read through your entire message. Here’s an example of how Lomography implements this:

Click to enlarge

This email uses a big leading image and text that’s half on the “fold” – the area of the message that displays before the reader has to scroll down to read more.

Laying out your message around the fold like this engages your readers’ curiosity, enticing them to scroll down through the rest of your message.

Unlike text, HTML emails can tease your customers to read more.

Give Your Message More Visual Impact

Even a simple, clean HTML design can give your message more visual impact than plain text, using different fonts and colors for emphasis.

TimeToSignOff, a daily curated email, uses simple design and font sizes to break up content and headlines:

Click to enlarge

Their content is easily readable and their emails are clean and attractive with a simple design. You don’t need a lot of flashy graphics to make a big impact with your emails. Simply organizing your content with headlines, fonts and colors can make a big difference.

What Can HTML Do For You?

Have you made the design switch from plain text to HTML? How do you use the strengths of HTML design to your campaign’s advantage?

iPhone Tips for HTML Email

Amanda Gagnon — Fri, 10 Jun 2011 13:14:43 +0000

This spring, one of the biggest smartphones (the iPhone) joined with the biggest mobile carrier (Verizon). People are snatching up the iPhone in droves, which means your mobile email audience is the biggest it's ever been.

If you send only plain-text emails, this isn't a very big deal.

But many people send HTML. And HTML emails tend to look a little different on mobile devices.

But we know four easy ways you can make sure they still look good.

Scrutinize Your Size

The iPhone 4G displays at a width of 640 pixels, so you'll want your email to be just around that size.

Previous versions display at 320 pixels, which still works with a 640-pixel message - your design scales down nicely by half.

AWeber's email templates are all around 600 pixels. Use them, and you're all set.

Use the Top Left to Allure

Make sure you've got grabby, interesting content in the top, left section of your message. Try a headline, a picture or a paragraph that lets readers know something exciting is happening. They'll need to scroll over and down to see more.

This actually has double impact. It gives an enticing glimpse to your subscribers who first encounter your emails in a preview pane. They'll see either the top or the left, depending on their email client.

But Save Your Call To Action For Later

If the top left is where you ask your readers on a date, the bottom or right is where you move in for the kiss. That's how Dr. Flint McLaughlin, who studies millions of emails at MECLABS, describes the email experience.

Keeping your call to action off the initial screen gives readers a second to acclimate. Once readers decide they're committed enough to scroll down, you can ask them to take further action.

And In the Meantime...

Get more subscriptions.

While you're waiting for clicks on that call to action, generate a QR code for your brand. iPhones (and other smartphones) can scan these cousins to bar codes and be taken straight to your sign up form (just follow these easy steps).

You can get your QR code printed onto business cards, t-shirts - pretty much anything. So when all the Verizon-ites who just picked up iPhones are looking for fun ways to use them, they can sign up for your emails.

Do You Read Email On An iPhone?

Or any other kind of smartphone?

If you do, does it matter if the email is big or small? Does the call to action's location make a difference?

Or does your response just come down to the interest you have in the brand and whether they're offering something you want?

Share your opinion in the comment section here - we'd love to see what you've got to say. (And if you've discovered any other helpful tips for crafting emails for the iPhone, we'd love to see those, too!)

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Tips for Email Procrastinators

Rebecca Swayze — Tue, 15 Jun 2010 12:47:14 +0000

As the multitaskers of the business world, marketers have a lot on their plates. Ideally, each day would provide ample time for creating and sending stellar newsletters to your eager subscribers.

But the truth of the matter is that very often, email marketing is pushed to the bottom of your never ending "to do" lists. There are so many pressing tasks at hand and sending email is so quick that you usually put it off until later, right?

Fortunately, these last minute tips for messages that should've gone out yesterday will get you out of the office by 5:00 and cozied up in front of the TV in no time.

Your 20-Minute Manual

Choose a Template

Not sure how you want your email to look? Picking a template can save a lot of time and aggravation. Depending on which one you choose, the columns will dictate the content and give your email focus.

Once you pick a template that suits your needs, simply pop your logo and important company information in and you'll have a unique, customized template that you can use again and again - just by clicking copy.

To Insert Your Logo:

Copy the image URL from your website.
While editing your HTML message, place your cursor wherever you want the logo to appear.
Click the yellow "Insert/Edit an Image" icon that appears in the HTML editor.
Paste the image URL in the "URL" field, then click the "Insert" button:

Get Link Happy

According to Dr. Flint McGlaughlin of Marketing Experiments, your email has one job: it invites your subscribers to a mental conversation.

That conversation should take place back on your website, whether it be making a sale, sharing a blog post, offering a discount or taking reservations.

When you're in a rush and hurrying to send your newsletter it's easy to skip the extra steps. Be sure to make the invitation to conversation very clear with a few well-placed links to your contact page, store hours, menu, FAQ or other frequently sought pages.

Remember though, these secondary links shouldn't distract from the main point or the call-to-action of the email.

Review Discarded Content

If you don't already, get in the habit of saving the work that doesn't make it into your messages. When you're short on time and in a pinch, it's the kindling for an incendiary newsletter.

If you find that you ramble on and always cut portions of text out of your pieces after writing them, keep the content that ends up on the cutting room floor and devote your newsletter focus to your brilliant insight that was previously too lengthy to publish.

You could even keep a folder with snippets of abandoned blog posts or newsletter articles handy when you're working on your emails - so long as the content is valuable, your newsletter will build itself.

Spend Time on Your Subject Line

If your subject line doesn't compel readers to open the email, the rest of your content goes unseen. Make sure it clearly presents the email's value while staying consistent with your past subject lines.

In fact, you can use existing messages to guide you. Keep track of patterns in open rates to see which subject lines earned the most opens, then mimic the format with your new one.

Treat it like a game of Mad Libs and fill in the blanks:

If "Free Shipping - All Handbags, One Week Only!" was your message with the most opens, take out the specifics and replace them with this week's deal.

"Free Shipping - Spring Essentials, Wednesday Only!" is new and different from the last, but the format worked for you before and should work again, according to the stats.

Procrastination in Moderation

It's nerve wracking, but waiting until the last minute to send messages can actually work out in your favor...when you don't make a habit of it!

Great campaigns do take time to plan and implement.

How do YOU save time when writing your messages?

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A Plain Text User’s Guide to HTML Email

Amanda Gagnon — Thu, 20 May 2010 13:48:19 +0000

HTML and plain text each have their place as email formats.

Plain text has a no-nonsense, businesslike air, and is simple to create. HTML grabs attention with colors and images. It lets companies incorporate logos and display data with graphics.

Sometimes, though, plain text is used by marketers who would prefer the gloss of HTML, but aren't sure how to create it. The good news is, many email marketing services provide pre-designed HTML email templates that make the switch practically painless.

Of course, there are still a few things to learn. If you're new to HTML email, follow these tips for polished, professional messages.

Getting Started With HTML Email

If you are using a template, make sure to take out any dummy text. This text is usually meaningless, included only to suggest how you may want to lay out your content.

Dummy text in your emails is likely to confuse subscribers, so make sure to replace or delete it!

HTML email lets your readers simply click on links to open new pages instead of copying URLs into new windows. Take advantage of this benefit by making sure to create the links properly.

If you use AWeber, just highlight the text you want to become clickable, click the link button and paste in the URL of your destination page.

Tip: If you're tracking clicks, don't use the actual URL as the text of the link, or your message could be mistaken for email phishing.

Good: AWeber's blog Bad: http://www.aweber.com/blog/

A link to the web version of your email can help readers who have trouble viewing your messages. If an email appears incorrectly or subscribers are too wary to let images display in their inboxes, all is not lost.

Put a link at the top of your email, where distressed openers will see it right away. In AWeber accounts, use the "Direct Link" from the broadcast archive.

Otherwise, just save the image as a page on your web site and use the resulting URL.

Make sure your message is comprehensible without images.

Many email clients don't display images by default. Subscribers who don't change these settings won't see your pictures and graphics, so make sure you:

don't display important information as an image
don't rely on a background picture to make text readable.
do include ALT text. This is alternative text that describes images when they aren't displayed.

When you're finished editing, send yourself test copies of the message in different email accounts.

Each ISP renders email a little differently. Make sure they are at least consistently readable.

To do this, create test accounts in the most popular webmail providers and desktop email clients.

Although creating your messages in HTML opens up all sorts of creative, organizational and branding possibilities, it's not a good idea to abandon plain text altogether.

Always include a plain text version. Your email service provider should provide the option or, if you are coding your own emails, follow these instructions.

Then if an ISP can't display your HTML email, it will revert to the plain text version and your message will still be delivered.

Your Plain Text-to-HTML Concerns

Have you made the switch from plain text to HTML?

If so, what were the trickiest bits for you to learn?

If you want to switch but haven't yet, what concerns are holding you back?

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New HTML Email Templates: Good Things Come In Pairs

Bob Ricca — Thu, 25 Feb 2010 14:50:56 +0000

Finding quality HTML email templates can be tough, and finding templates related to your specific needs can be even tougher. Fortunately, we've been releasing new templates regularly. We'd like to think that each template we release could be the key to taking your email marketing to the next level.

Generic email templates are a dime a dozen and it's no surprise, they fit the mold for most people. It's not necessarily a bad thing. But what makes a template extraordinary? How can we provide you with templates that go that extra step toward fostering success?

We're proud to present you with three sets of templates (email and web form combinations) available exclusively to AWeber customers.

We knew our new Web Form Generator marked the dawn of a new era for your email signup forms.

Now that we can easily create templates for forms, why not create Email / Web Form templates that complement each other? Through consistency of branding these templates can provide a professional feel for those of us who aren't professional designers.

The "Video Arcade" Email / Web Form Template Combo

Believe it or not, us video gamers do sometimes get off the couch. Some of us even send email campaigns for our blogs. But even if you aren't blogging about video games, you can't deny this template can be used by those who favor a more playful style.

The "Video Arcade" HTML Email Template
is available in 4 color variations.

The "Video Arcade" Web Form Template
is available in 5 color variations.

The "eBook" Email / Web Form Template Combo

The "eBook" templates pack a powerful punch for enticing new subscribers. Use the web form template to promise your eBook upon sign up. Use the HTML email template to deliver that promise in style.

The "eBook" HTML Email Template
is available in 3 color variations.

The "eBook" Web Form Template
is available in 10 color variations.

The "Wine" Email / Web Form Template Combo

This template is perfect for fine dining establishments. Announce weekly specials, upcoming events, additional menu items and exclusive discounts in sophisticated, yet understated style.

The "Wine" HTML Email Template
is available in 4 varieties.

The "Wine" Web Form Template
is available in 4 color varieties.

How Can You Use These Templates?

These templates are available exclusively to AWeber customers. If you have an AWeber account, simply log in and you will find them the same place you usually find templates when you are either creating a web form or creating a new broadcast/follow up.

Let Us Know What You Think.

We always appreciate your feedback and always take our customers into consideration.

Do you have any ideas of a template theme that might be especially useful?

Let us know... you might just get what you ask for.

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Subscriber, Will You be My Valentine?

Rebecca Swayze — Fri, 05 Feb 2010 15:07:25 +0000

Relationships are hard work. It doesn't matter what kind; they're all equally tough. Parents, spouses, friends, business partners, customers - all need to be treated kindly and with respect.

If you want to build a new relationship or keep an existing one strong, you need to open the lines of communication and truly make an effort to get to know the other person.

This Valentine's Day, embrace email marketing and show subscribers how much you love them by using these relationship building tips with your next campaign.

Court Your Subscribers

If you have an email campaign that aims to promote and sell a product, remember that just because your visitors sign up to your list does not necessarily mean that they will purchase your product. Seduce them, entice them, educate them and above all be polite.

Don't expect subscribers to buy after they receive your first email. Sometimes it takes a little longer to convert an interested reader into an advocate or a customer.

Flirt or Tease Them

You know how great your product is, and your subscribers will no doubt love it once they purchase. Subtly let them know what they are missing out on by including little bits of information about the product in your emails.

Be brief! Don't spill the beans in your message, but rather provide enough information to make them want to click through to your website to learn more. The whole point of your email is to get subscribers to your landing page, which you then use to make the sale.

Personalize Your Love Letter

It's not always appropriate, but personalization can make your email more conversational and friendly.

This doesn't mean you should use the {!firstname_fix} variable ten times throughout your email.

Instead, include other readily available information, such as the website they visited when they signed up. This can validate the trust that they placed in you initially when they signed up to your list.

Send Some Conversation Hearts

Communication is crucial to any successful relationship. The easiest way to communicate with a friend or partner is to talk.

Conversation is personal, and often the best way to sway someone's opinion. Use your messages to engage subscribers in conversation. Address them genuinely, like you would address a friend, and request their feedback.

Track Cupid's Arrow

We all keep tabs on the ones we love. Always use click tracking in your messages to determine which links subscribers are clicking on.

Knowing which links subscribers liked and clicked on will help you communicate better. You can even segment your list based on their participation later.

They Love You, They Love You Not...They Love You!

Give your subscribers one more reason to love you by sending beautiful emails. Try one of our new Valentine's Day templates!

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Valentine’s Day Web Form and Email Templates

Justin Premick — Thu, 28 Jan 2010 20:00:33 +0000

Valentine's Day is around the corner, and like many holidays it's an occasion for businesses to make more sales through email marketing.

We know you're always looking for ways to build your list and deliver relevant, valuable messages to your subscribers, so we thought we'd play Cupid and help you and your customers get together ;)

Just in time for the upcoming holiday, we've rolled out new HTML email templates and matching web form ones, themed for February 14th.

Check them out...

"Be Mine" Templates

Like the ubiquitous Valentine's day conversation hearts, these cheery templates use pastel shades and bold reds to grab your subscribers' eyes and clearly convey your message.

They're ideal for short, simple offers.

"Valentine Mail" Templates

These templates use simple, modern design and could easily be used even outside of Valentine's Day (think "we love our customers").

"Happy Valentine's Day" Templates

Want to use a design that's subtler than a big red heart?

Try the understated "Happy Valentine's Day" templates for an easy-on-the eyes look and calls-to-action that pop.

More New Web Form and Email Templates Coming Soon

We're creating more templates for your forms and HTML emails regularly - make sure you're subscribed to the blog so we can keep you in the loop! (You'll also benefit from the list building, newsletter and other email marketing tips we publish here.)

Next Week: Courting Your Subscribers

Stay tuned for an article from Rebecca next week on strengthening your relationship with your email subscribers.

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Holiday Email Templates

Bob Ricca — Wed, 09 Dec 2009 20:28:30 +0000

The winter holidays are rapidly approaching and what better way to celebrate than hiring two more web designers.

We are all excited to welcome Dan and Steph to the AWeber design team!!!

What’s that mean to you?

Double The Designers = Double the Power = Free Holiday HTML Email Templates.

That’s right… we’ve caught word from our Customer Solutions Team that a lot of you have been requesting holiday HTML email templates. So we made some.

A Free Holiday Template from each designer!

Note: we offer download links so anyone can use these HTML email templates, but if you’re an AWeber customer, you don’t need to download them. These Christmas email templates are already available in your account! Login and create or edit a message and you’ll find them in the list of templates.

1. “Holiday – Seasons Greetings” – HTML Email Template (designed by Bob)

From the designer:

“Normally I choose not to use a background color for my email templates, however, for this design I couldn’t resist. Recently in a lot of my design work I’ve been tending to add a light source which I think helps bring the design to life giving it a more sophisticated feel. I also carried the snowflakes slightly outside of the frame of the email to make the design feel that much more three dimensional.”

Download This Template AWeber Users – Login To Use This Template

2. “Holiday – Snow Hills” – HTML Email Template (designed by Dan)

From the designer:

I chose to include a snow scene in the template to elicit the feeling of winter and a white Christmas. Blue was the obvious color scheme choice for me to add to the feeling of winter. The candy cane-like red and white stripe was added to help separate the header and body content. This also provided a bit of color variation and visual interest below the snow scene in the header of this Christmas email template.

Download This Template AWeber Users – Login To Use This Template

3. “Holiday – Holly Jolly” – HTML Email Template (designed by Stephanie)

From the designer:

Add a little holiday whimsy to your email messages with this holly jolly email template that celebrates the season. The green background has a glossy diamond pattern inspired by wrapping paper. Holly sprigs are stamped on a parchment paper background with bold red headlines to highlight your message content.
This template is both a festive and professional way to say “seasons greetings”!

Download This Template AWeber Users – Login To Use This Template

4. “Holiday – Happy Holidays” – HTML Email Template (designed by Eric)

From the designer:

Did someone forget to get holiday cards this season (I’m looking at you)? Don’t fret, we’ve got you covered. This template is a perfect way to send holiday greetings to friends and family. Thematically it has all my personal holiday favorites, snow, decorations and of course gifts. It’s a simple yet colorful way to tell someone you care.

Download This Template AWeber Users – Login To Use This Template

Happy Holidays From the AWeber Design Team!

As the holiday approaches, I’d encourage you to use these templates to bring a personal touch to communicating with your subscribers.

They can be used in a variety of ways:

Offer an exclusive holiday deal
Promote a holiday sale
Advertise your seasonal store hours

Best wishes this holiday season!

2 New HTML Email Templates

Bob Ricca — Tue, 15 Sep 2009 19:28:12 +0000

Ever wish your email template could match your blog?

At AWeber, you can use any of our 100+ HTML email templates to create great-looking emails in a variety of color schemes - but what if you could match the look of your email marketing campaigns perfectly to your website?

To help make this happen, and have some fun in the process, I've created a couple HTML email templates based on some free WordPress themes that you can download and use for your blog.

Check them out...

"Outdoorsy" HTML Email Template

The "Outdoorsy" template is based on the free Outdoorsy WordPress Theme from Function.

It's a 2-column (right-hand sidebar) email template with an organic feel and navigation links available to use in the header.

Click image for full-size sample.

If you want, you can download and use this template outside of AWeber - but if you want to use it in AWeber, it's already integrated for you! When you're creating an email, just choose "Outdoorsy" from the list of templates.

Login to your AWeber account to use this template in your autoresponders and email newsletters
Download this HTML email template for using outside of AWeber
Get the matching WordPress theme from Function

"SuperFresh" HTML Email Template

The "SuperFresh" template is designed to match the free SuperFresh WordPress Theme from ThemeTation.

It includes a "featured post" section at the top, and then a 2-column area (content and sidebar) beneath.

Click image for full-size sample.

Login to your AWeber account to use this template in your autoresponders and email newsletters
Download this HTML email template for using outside of AWeber
Get the matching WordPress theme from ThemeTation

Enjoy - And Tell Us How You're Using the Templates!

If you use these templates and themes for your campaigns and site, let us know!

And if you have ideas for other HTML email templates, I'm all ears :)

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Free HTML Email Template: “Download”

Bob Ricca — Wed, 29 Oct 2008 15:52:50 +0000

After the positive response to our last free HTML email template, “Welcome”, I set out to create more HTML email templates to suit specific common types of emails you send.

Today, I’m happy to share the newest addition to our family of functionally themed email templates…

The “Download” HTML Email Template

Use this template to share files with your subscribers:

It comes in 3 different editions:

PDF (perfect for ebooks, whitepapers, free reports)
Download The Zip File (all 6 colors)
Audio (podcasts, interviews and other audio files)
Download The Zip File (all 6 colors)
“Other” Files (anything other than a PDF or audio file)
Download The Zip File (all 6 colors)

Each one is available in 6 different color schemes – the same ones from the “Welcome” template.

How Can I Attach A File To This Template?

The short answer: you shouldn’t.

I’d really like to stress the point that its rarely a good idea to attach a file directly to an email that is being sent out to a large list of people.

Instead, have your web designer upload the file on your web space and provide you with a direct url. Then simply replace the link in this template with the direct url to your file.

Here are a two reasons why this is beneficial:

It allows you to track how many people download your file.
Attaching a larger file directly to your email may cause some deliverability issues with corporate email filters and other stricter systems.

AWeber Customers:

Log into your account to try out 18 different variations of this template when you create a new message:

Have a Theme Idea for a Future HTML Email Template?

I’d love to hear some feedback on the templates I’ve created and what kinds of HTML email templates you’d like me to pursue in the future.

Share your thoughts on the “Download” template, and ideas for future ones, below!