Master templates that have been tested for functionality across multiple email platforms and devices can be used for a variety of messages, such as welcome emails, promotions and transactions. This chapter looks at best practice for using them, covering:

  • Viewing environments: How can marketers use ‘responsive’ design to ensure certain email elements are prioritised across different email clients and reading devices?
  • Goals: Email templates should be designed around the goals of the email programme. How can emails be design to fulfil specific objectives?
  • Custom templates: A master template can be used to create derivative versions for a variety of messages. What are the steps in this process?