The Do’s and Don’ts of Email Marketing templates

The use of email marketing templates can be a highly effective and useful technique in B2B sales

 The use of email marketing templates can be a highly effective and useful technique in devising a Business to Business (B2B) sales strategy. The most significant advantage of email marketing is that it is affordable when compared to other forms of advertising channels such as television and print media.

In spite of what you may think email marketing templates are not about getting in touch with as many people as possible with your message but it is about conversion to sales.  A well designed template is critical for businesses to secure a high conversion rate.

Many professionals in B2B sectors have been struck by the possibilities of email
as soon as it appeared.  Although email marketing is not exactly new, there are some best practice guidelines that some organisations fail to apply.

To help you with your email marketing campaign that will engage your prospects and build your brand, here are a few simple do’s and don’ts for email marketing templates:


Do create distinct email marketing campaigns for different audiences aimed at their specific needs.

Do include a small icon that asks users to click for additional information or further details. Your logo could be the icon that users click as a call to action.

Do run checks to ensure that your template is compatibility with a range of different service providers and applications such as Microsoft Outlook.  A bad scenario would be if your customers cannot read your template.

Do use email marketing to highlight upcoming events, new product launches or even just general news about you, your firm and your strategic business partners.

Do use a professional product or service like Constant Contact to despatch your emails and keep track of your statistics.

Do ensure that your email campaign complies with the CAN-SPAM act.

Do be clear about who your email originates from.

Do be sure that the people receiving the mail have consented to receive your correspondence (it would be better to have have them sign up themselves or affirmatively confirm they’re opting-in).

Do provide an unsubscribe link.


Don’t depend on images to portray your key message and don’t insert text in images as images can be slow to load.  Indeed images may even fail to load completely.  It is far better to use text to sell your products and services.

Don’t use a visual display that deviates from the look and feel of your landing page. This will help to avoid the chances of users becoming confused when they reach your site.
Including your logo is a good way of doing this.

Don’t send emails from your personal email account (This may sound obvious but it has been known to happen).

Don’t circulate every email message to everyone on your contact list, regardless of whether the content is appropriate for them or their business.

Don’t send emails haphazardly or so infrequently that your audience forgets who you are.

Implementing these subtle changes in your templates will add impetus to your sales

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