Building Email Templates

CreativePro Magazine Issue 20 coverThis article appeared in Issue 20 of CreativePro Magazine.

Whether you’re just starting out in the world of email design or you’ve been at it for a while, the basic principles for a successful workflow are the same: You need a system of branded, repeatable, efficient templates to run your campaigns from. Having a library of correctly configured starter emails allows you to focus on the ultimate goal of email marketing: nurturing and engaging your target audience.

Unfortunately, there is no one-size-fits-all guide to building templates because every email service provider (ESP) has a different menu of offerings and a unique interface for building emails. While there’s no way to provide specific how-tos for every email platform and scenario, I can offer some guidance on general best practices. You can use these tips to help you decide where to start or to spark some ideas for improving your workflow.

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Pamela Sparks has been a graphic designer for over 20 years, with a range of experience in digital, print, and interactive media. In her current role at Fiserv, Pam lives at the intersection of design and development, using a variety of tools and platforms to create templates that are on brand and easy to use. Over the years she has designed and built hundreds of emails, templates, and landing pages for outbound campaigns and events. In addition, she has been designing for CreativePro since 2015 including the redesign of InDesign Magazine in 2018.
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