Email Marketing Templates & Terminology Every Business Owner Should Know

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Crafting effective email templates is a crucial step in your email marketing strategy. A well-designed template ensures your emails are visually appealing, on-brand, and engaging. Here are some tips to help you create impactful email templates:

  1. Use Brand Colours and Fonts for Consistency: Consistency is key in building brand recognition and trust. Ensure your email templates reflect your brand’s identity by using your established colours, fonts, and logo. This not only makes your emails instantly recognisable but also reinforces your brand’s visual identity every time a subscriber opens your email.
  2. Include Clear Call-to-Actions (CTAs): Every email you send should have a clear purpose and guide the reader towards a desired action. Whether it’s making a purchase, directing customers to a page on your website, or reading a blog post, your CTA should be prominent, compelling, and easy to find. Use action-oriented language and make your CTA buttons stand out visually to encourage clicks.

Use phrases like “Get Started Now,” “Learn More,” and “Shop the Sale” in your content to create a sense of urgency and entice your readers to take immediate action.

  1. Take Advantage of Pre-Built Templates: Most email marketing platforms offer a variety of pre-built templates that you can customise to fit your brand. These templates are designed to be user-friendly and often include best practices for layout, design, and functionality. Starting with a pre-built template can save time and ensure your emails look professional from the get-go.
  2. Check Mobile Formatting: Did you know that over 80% of emails are opened and read on mobile devices? This is why it’s extremely important to check how your email template looks on a mobile device, which you can do on most email building platforms by either previewing your email and switching the view to mobile, or sending yourself a test email and opening it on your own phone.

By following these tips, you can create email templates that not only look great but also effectively engage your audience and ultimately get them engaged with your messages!

Email Marketing Terminology Cheat Sheet

Before we go any further with how you can utilise email marketing for yourself, it’s handy to know some of the important terms that come with it. We’ve put together a cheat sheet of a few common phrases in email marketing, so you’re more familiar with some important terminology!

  • Open Rate: This is the percentage of recipients who open your email. It gives you a clear indication of how well your subject line and preview text are performing in capturing your audience’s attention. A higher open rate typically means your email content is engaging and relevant to your subscribers.
  • Click-Through Rate (CTR): This measures the percentage of recipients who clicked on one or more links within your email. It’s a crucial metric for assessing the effectiveness of your email content and the call-to-action (CTA). A higher CTR suggests that your email content is compelling and prompts readers to take action.
  • Conversion Rate: This represents the percentage of recipients who completed a desired action after clicking a link in your email, such as making a purchase, following a link to a page on your website, or downloading a resource. It’s a key indicator of how well your email campaign is driving business goals.
  • A/B Testing: Also known as split testing, this involves sending two versions of an email to see which performs better. For instance, you might test different subject lines, images, or CTAs. A/B testing helps you optimise your emails for better engagement and results.
  • Bounce Rate: This is the percentage of emails that could not be delivered to the recipient’s inbox. There are two types of bounces to be aware of:
    • Soft Bounce: A temporary issue, like a full inbox or a server problem.
    • Hard Bounce: A permanent delivery failure, such as an invalid email address. High bounce rates can affect your sender reputation, so it’s important to keep your email list clean and up-to-date.

 

Ready to Start Email Marketing That Works?

At Otinga Marketing, we help SMEs and startups in the UK build powerful, data-driven email campaigns that drive results. Whether you’re starting with your first list or scaling your e-commerce brand, we can help you choose the right platform and design campaigns that convert. Book your free consultation today and let’s unlock the power of email marketing for your business.

 

References

  • Best email marketing software pricing and GDPR compliance: MailerLite, Brevo, Mailchimp — Data Sensing Lab (2025) Your Property Blog
  • GDPR-compliant providers: Brevo (Sendinblue) and Mailjet — Reddit discussion & Wikipedia RedditWikipedia
  • Email marketing ROI comparisons: £36 return per £1 spent vs. social media ROI — SME News (May 2024) & Omnisend blog SME NewsOmnisend
  • Scalable, affordable platforms: Brevo and MailerLite pricing details — DoinDigital & Moosend blogs DoindigitalEmail Marketing Platform
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