Behind the Scenes of Email Template Design

This time, things are a bit different.

At our digital marketing agency, we’ve spent decades collaborating with a variety of clients across numerous industries. Each client presents unique characteristics and requirements. The secret to our success is ensuring every client enjoys a seamless journey from the initial email to final delivery and stakeholder discussions.

That’s why we decided to give you an inside look at the email templates design & development process. This post will help future clients understand our workflows, so when working with us, you won’t need to start from scratch.

Understanding Client Needs in Email Template Design

First, we need to understand your requirements. We send out a detailed questionnaire to capture essential information:

1. Your business or brand name.
2. Brand guidelines, including logo, color scheme, and typography.
3. The objective of the email design.
4. Your preferred email service provider.
5. Design concepts or reference emails.
6. Inspiration or vision for your email look.
7. A zip file of content and images.
8. Editable sections for future use.
9. Target audience demographics.
10. Preliminary wireframe or sketches.
11. The list of sections to include in the design.

The complexity of questions may vary, but this template helps us kickstart every project effectively. You can view case studies for more insights.

Handling Multiple Campaign Templates

We design a series of templates tailored to your brand guidelines and campaign goals, ensuring consistency across various campaigns.

Creating Versatile Master Templates

We develop master templates with editable modules, adaptable to different campaigns, ensuring flexibility and uniformity.

Focus Areas in Email Design

We prioritize your brand identity, mobile optimization, and accessibility. Understanding the target audience and email goal is vital to crafting engaging designs. Learn more in our ultimate guide to email template design.

Initial Requirements for Email Design

To start, share your brand guidelines, campaign objectives, content and images, email service provider details, and any wireframes or sketches.

Tailoring Designs for Niche Audiences

We analyze your target audience, their preferences, and behaviors. We create designs that resonate, using data and messaging targeted specifically for your demographic. Explore our custom email design services.

The Detailed Email Design Process

Now, let’s dive deeper into our email design process:

• Start with a clear goal: Ensure readability, aesthetic appeal, and user experience.
• Specific objectives: Define if the email aims to inform, promote, or engage.
• Audience insight: Tailor the email’s layout and content based on understanding the target audience.
• Research trends: Explore trending designs on websites like Really Good Emails, Pinterest, and Dribbble.
• Comprehensive brand research: Study client references, website aesthetics, and design elements.
• Utilize our in-house design system: Use reusable components, master layouts, button styles, etc.

• Design visual aspects like icons, images, and color schemes.
• Prototype the email to ensure the flow and identify inconsistencies.
• Submit designs to the design lead for approval and refinement.

In cases of negative feedback, we engage in direct communication with the client for clarification and refinement. Client requirements may evolve, and further discussions ensure alignment and satisfaction. Once the design is finalized, we move on to the development stage.

Comprehensive Email Development Process

Here’s an in-depth look at our email development process:

1. Pre-Development Preparation

We start with thorough client consultations to ensure seamless execution:

• ESP Integration & Credentials: Set up integration with Mailchimp, Klaviyo, etc., and obtain necessary credentials.
• Reusability Considerations: Understand and implement advanced or basic integration methods.
• Design File Review: Ensure designs are layered properly for development.
• Tracking and URLs: Collect UTM tracking parameters and URL links for CTAs.
• Timeline Sharing: Share development milestones and expected delivery dates.
• Deploying the Right Team: Assign the best talents tailored to the project needs.

2. Slicing Design Files

We meticulously review and layer design files in formats like PSD, Figma, or PDF to ensure each element is isolated for coding accuracy.

3. Writing HTML Code

We code emails using clean, semantic HTML to optimize performance and ensure fast loading times, adhering to best practices for simplicity and scalability.

4. Ensuring Responsiveness

We prioritize responsive design, using CSS media queries to ensure your email looks great on all devices.

5. Compatibility Testing

We test across various email clients like Gmail, Outlook, and Yahoo to ensure compatibility, making necessary adjustments.

6. Adding Interactivity

For those looking to add dynamic elements, we include interactive features such as hover effects and animated GIFs, ensuring compatibility across email clients.

7. CSS Inlining and Code Optimization

We inline all CSS styles to ensure better compatibility and minimize spam risks. The code is optimized for performance.

8. Testing and QA

We conduct rigorous testing, including proof tests, design vs. HTML screenshots, and platform compatibility checks using tools like Email on Acid or Litmus.

9. ESP Integration

Post-approval, we integrate the email with the client’s preferred ESP, adding tracking codes and setting up dynamic content.

10. Final Review and Delivery

The developed template goes through a final review, ensuring all client requirements are met before delivery.

11. Post-Delivery Support

We offer ongoing support, providing necessary adjustments to ensure correct rendering across platforms and guidance for future campaigns.

12. Communication and Project Management

Transparent communication using tools like Slack and Asana keeps clients informed about project updates and deliverables.

13. SME Layer for Client Support

An SME layer ensures seamless execution and addresses client queries, keeping the project on track.

14. Regular Feedback and Development

We hold feedback meetings and check-ins to ensure the email meets client expectations, continually adjusting strategies based on feedback.

Beyond Email Design and Development

At Email Uplers, we offer more than just design and development:

• Proactive Recommendations: We provide suggestions for new email strategies, interactivity features, IP warming, and campaign management tips.
• Client Education: We keep clients informed about best practices and emerging trends in email marketing.
• Post-Launch Optimization: We offer insights and suggestions for future campaign optimizations.
• Continuous Learning & Development: We upskill our team to handle both current and emerging email marketing tools, enhancing our service quality.
• Strategic Consultation: We guide clients through email strategies, interactivity options, IP warming techniques, and overall campaign management for better ROI.

So there you have it—complete transparency in our email templates design & development process. Is your current agency this transparent? If not, it might be time to consider a change. Watch out for these 9 warning signs you should switch your email marketing agency.

If you need expertly designed and coded email templates, reach out to our experts and share your project requirements!

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