Having different email templates for different purposes is what most marketers would consider as sustainable or relatively long-term email design. However, how many of us haven’t run into problems with that approach? Some of the usual email editing scenarios include:
- Deleting/adding a section from/to the template
- Changing the placement of copy, images or general layout
- Doing something more exciting or out of the ordinary for special announcements
What’s the problem?
Most email marketers are under great pressure to get campaigns out the door, but without the ability to code you are limited by the capabilities of your email service provider’s editor, and what your designers have created. Given the freedom to alter the HTML code of email templates increases opportunity for error, dilutes brand consistency and eventually requires third-party intervention to fix.
On the other side, you have talented designers who want to show their skills in beautiful looking emails being restricted by the editing capabilities of the editors they are designing for. They want to innovate and push the boundaries of email design, but are limited in what they can use.
How can modular email design help?
To make designs scalable, you could think of your email template as having multiple building blocks, a bit like Lego bricks.
If you have the right building blocks, you can build to your imagination’s content – this is the essence of a modular design approach. With enough blocks and the ability to easily and safely edit your email, you are more likely to find the right combination for each campaign occasion.
By already having the right design at your fingertips, you can focus on the content that adds value to your subscribers. Different editors will vary in the degree in which you can alter the code, but using a modular design is a step in the right direction to eliminating some of your frustrations.