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Is a bespoke email template as important as a bespoke website?

Guide
by James Holloway Agency Partnership Director

Branding is the “personality” of a business. It’s how customers trust it, recognise it and get a feel for how it will treat them. Wrapped up in branding is a whole host of factors, from tone of voice in customer-facing copy to the choice of colours in the logo.

The key requirement of branding is that it’s carried on through all communication channels. As soon as some element of marketing looks off-message, seeds of doubt are sown in the minds of customers. They might justifiably wonder about the consistency of the service they can expect, or even if the company does indeed have a stated purpose and set of values that are applied across all operations.

Your bespoke website

It’s highly unlikely that your company’s website runs an unmodified version of WordPress Twenty Seventeen (the default template you’d get if you launched in 2017). Even if you do use WordPress as your main back end and CMS (like a lot of companies do), you’ll have no doubt given it your own makeover, whether that’s a minor change in layout and colour or a complete new bespoke theme. (If you haven’t, by the way, you really need to speak to us.)

So you’ve recognised that your website needs to reflect your company’s personality and ethos, and acted upon it by having it custom designed. But your website is probably there to catch new customers, not to retain them. It’s overwhelmingly likely that your everyday contact with your clients will be through email. So how’s that looking?

Consistency doesn’t end at the outbox

Here’s the thing. A lot of companies use email solutions such as Outlook to handle their emails. That’s perfectly fine, but there’s a tendency to use the basic Outlook settings, so your emails will look exactly the same as everyone else’s.

Putting a signature block at the bottom certainly helps, but it’s not exactly projecting your brand at every touch point. It looks as off-the-shelf as it is (just like that Twenty Seventeen WordPress site would). In other words, an unmodified Outlook email looks like an email from Microsoft, not you.

The solution is more than visual

The answer to plugging this consistency gap is having your own bespoke email templates. They keep your branding unified at every single point of contact, and leave recipients in no doubt who they are dealing with.

To those who receive your emails, they’re not getting yet another Outlook message – they’re getting an email from a company that has got its own bespoke email solution. A company that means business.

But the benefits don’t end there. HTML email templates give you an opportunity to enhance the interactivity of the email. You can put boilerplate links in there to your most commonly visited web pages, be that your homepage or a special client portal. You can chop and change contact easily, too, meaning you can link to recent blog posts or news items that might be of interest to your clients.

And when you hire Gooey to design and manage your HTML email templates, you also know it’s fully responsive and tested on all the most common devices, from PCs and Macs to phones and tablets, to ensure everything is displaying optimally. 

You wouldn’t have an off-the-shelf website, so why use an off-the-shelf email template?