An e-mail template is a prearranged design where text can be introduced. These pre-designed templates have the appearance of Web pages and can have varied patterns and formats: newsletter, formal letter including a picture of the sender, price list, etc.
Regarding image and interest, e-mail templates are much better in comparison with ordinary plain texts; besides, they optimize the e-mail sending to a large extent.
Ordinary e-mails are written in plain text (same typography; no punctuation marks) and, in many cases, such e-mails are rejected because they are illegible, because they are very long or simply because they are boring.
However, e-mail templates offer different typographies, images and colors and, besides this, they are representative of the company which is sending them.
When sending ordinary e-mails, if you want to send the same message to several people, you must copy and paste every message, which is extremely tiring and time-consuming.
On the contrary, with an e-mail template, you can keep the e-mail that you want to send stored and, therefore, all you have to do is apply it to all the messages that you wish to send.
Let’s see how it works with an example: a company launches three new products on the market and, to promote them, starts an e-mail advertising campaign.
Then, this company contacts an e-mail template design agency and communicates what is going to be promoted and how to its staff of designers. After agreeing on what images and text would be more appropriate, the template is designed according to what the company wants.
Once the design is finished, the company is given a file containing the template itself, which is ready to be used. Finally, the company will replace the traditional e-mail system with this template to promote the launching of its three new products.
An e-mail template can be modified infinite times only by implementing a quite simple procedure. However, there are certain patterns and formats which should not be modified. For instance, if a company specialized in electrical appliances buys a template to launch a new dishwasher, then it is not convenient to use the same design for the next launching.
But, on the other hand, if a company puts somebody in charge of a pre-designed template –e.g.: personal letter including a picture of the sender- of course this is not discarded after its first use; on the contrary, it will be used for all the letters from then on (with different texts according to each occasion).
The code employed to make e-mail template designs is the HTML code, the same as in Web pages. This means that a computer programmer takes part in the design and translates into HTML language what a graphic designer has previously designed.
Why is the HTML code so important? Because template design consists of different typographies and images that cannot be reproduced unless they correspond with the HTML code.
If it weren’t for this code, each computer receiving a template would reproduce a different thing. In other words, the HTML code guarantees that each person who receives a template will see exactly the same as the person who is sending it.
Before going ahead, let’s make something clear: a template is neither a file enclosed with the e-mail nor an enclosed file containing publicity - the e-mail template itself is the e-mail. When you open the e-mail, what you see is the template, so you do not need to open any file inside the e-mail to see it.