Creating 2-3 emails can take an entire workday: the copywriter has to write the text, the designer has to draw up the design, the coder has to build the markup, and the marketer has to review and approve everything. And while there's not much to simplify at the text stage, the design and coding processes can easily be optimized. A master template can help with that.
What is a master template
A master template is the skeleton of all the emails a company sends to its subscribers. It consists of various header options, buttons, headers and footers, bullet points, fonts, banners, block styling, markup code, and other email details.
Who needs a master template for sales emails, and why
This tool is a good fit for anyone sending more than two emails a month. For everyone else, it won't be very cost-effective.
How it helps
Cuts the time spent creating a campaign by 2-3 times. You won't need to design and code each email separately. With a template, you can assemble emails from ready-made elements, like Lego bricks.
Frees up designers. Campaigns may still need unique banners or product images, but the emails themselves won't need to be designed from scratch. This frees up the designer for other, more important tasks.
Helps save on a coder. If a company needs to cut costs, a template can eliminate the need for a coder. An email marketer can work with the builder themselves, as long as they know the basics of HTML markup.
Helps sell products more effectively. With a template, you can test email variants faster and find the ones that resonate best with your audience. And the better your emails are, the higher the engagement with your content and, as a result, your sales.
How our team creates templates
To help a company optimize its campaign creation process and increase sales, we go through five stages when building a master template.
We study the client's previous campaigns
We look at which blocks were used, which emails readers opened more often, and which they responded to more. This helps us identify the list of email blocks that work and understand what sells best.
We select references
We look for successful design ideas from competitors. We monitor foreign markets to draw inspiration from unconventional solutions by designers worldwide. We select the options that best fit the client. We also suggest trending animations, banners, and other elements. We always evaluate references from the perspective of driving sales through the campaign.
We agree on references with the client.
We design the master template
The designer develops the structure and key elements of the email: fonts, heading, subheading, and body text sizes, bullet points, and colors to be used in the campaign.
The designer presents each detail in different variants. For example, buttons with and without an outline, in pink and black. To ensure the template matches the brand style, the designer references the company's website or brand book.
We build and test the template
The pre-final stage, where we code the markup, test the template, find bugs, and fix them. This results in a fully finished master template for any email, which we then present to the client.
We teach how to use the template in Letteros
So the client can independently create emails using the builder, we conduct a short training session and explain how to do it. We highlight all the nuances and cover all the editor's capabilities.
Done!
Now the brand has its own template for almost any occasion, plus an understanding of how to work with it.
Take a look at the templates we create
Project: «Krasnaya Polyana Resort»
Task: code a template from an existing mockup that would help the company save time and budget on markup. Also, make it so that with the master template, B2B departments could independently assemble emails of the same high quality.
Solution: the client provided us with a design in Figma, but after reviewing it, we found some flaws and limitations. First, we improved the design. Then we streamlined the company's email creation process and shortened it by using the master template and removing the design and coding steps from the chain.
Result:
- Sped up the creation process and improved campaign quality.
- Brought the B2B department into email creation without any loss of quality.
- Provided coder support.
Project: UVI Jewelry
Task: build a master template independent from the website that wouldn't require developers to work with.
Solution: the client came to us with a ready-made design, so we skipped that stage. We needed to correctly transfer it into a master template and think through: which blocks might be needed in the future, which ones would need to be rearranged while working on a campaign, and how the emails would display across different themes and devices.
Result:
- Optimized production.
- Improved campaign quality.
- Provided coder support.
You can view other case studies via the links:
Want to create effective, sales-driving emails in 15-20 minutes? Come to us for a custom template: we'll build a high-quality master template and teach you how to use it.