Email is more than just a template, it includes images and copy. The template is always important because you want to have your links in the right area for your clients to click on to go to your website, a specific category or a landing page.

Emails have to have certain criteria – like they should always have a text backup. Though most email software programs or apps often allow you to download the images, still most smartphones will only allow download of images to save on data or only over wifi, and the emails are limited on downloading due to size. Data for most smartphone users is still quite an issue, so most will only download over wifi, or they will only download emails they are interested in – so having a great title is something you’ll want to have.

So if images are tough to download what do you do? You have text someone in that email. Don’t always rely on potential clients to access their email and click on a blank email because the images aren’t visible. Even in my email box – when I sign up to a new email to get information or sales or coupons, most images won’t download unless the sender’s email is added to my contacts.

At the top, there should not only be your business info, but also a link to view the email online – this should be an active HTML page – here you could put a video if you wanted too, you can currently use animated gifs in emails as they are seen as images, not videos.

I see many online and catalog stores using them. If your email is nothing but an image with mapped links – make sure these mapped links work on your HTML page.

I myself created templates, copy and images for the templates I have made. Each industry seems to like the layouts to be slightly different, the banking industry wants everything on the right – especially “Apply Now” buttons.

Retailers want images and copy to advertise and entice shoppers to buy, buy, buy. The most often prefer a large hero image with a 2 column beneath for other products being offered.

Realestate prefer only a hero image that is usually layered with other images using something like Photoshop to do so.

I have also maintained the delivery sequence by setting up the date and time, doing testing prior to setting up the time, making sure any items that are to be on sale or coupons will work by testing those as well.

I’ve plugged in tracking codes to links so when someone clicks on a link it will bring back information of how successful the email was to opens, clicks to website homepage, or clicks to specialty links (landing pages, categories, or a product or the client account login page). This type of tracking is always good to do, just like on your webpages – tracking for email is also insightful.