The days of sending out plain text emails are over. That’s so 2001. An email must catch the eye and grab the attention of the reader with both words and visual elements to be effective. That doesn’t mean scrolling text and flashing images, but it does require careful planning and a good email template that makes the information easily digestible.

It used to take days to craft an email, but now the focus is properly centred around the visual presentation and the content. With a good template, it’s possible to send more emails in the minimum amount of time.

Here are some key considerations when finding an email template for your business.

Using or Modifying a Template from the Email Provider

When subscribed to a mailing list provider like MailChimp, GetResponse or AWeber, they will typically offer a selection of pre-made email templates suitable for business use. Depending on the provider, it may or may not be possible to take the existing template and customize it heavily. The mailing list provider will certainly allow minimal customisation of certain elements like the colours, fonts, business logo, business name, and the footer with the physical address and necessary legal information. For many small businesses, these types of templates are an excellent starting point.

Email Templates from a Third-Party

The next step up with email templates is to choose one from a selection of template providers. A site like ThemeForest sells premium templates for sending emails to subscribers. Professional designers regularly produce new designs that are suitable for business use. Their templates are often designed to be responsive, so they morph in shape and design in response to the size of the viewing device (laptop, tablet, or smartphone).

Depending on the level of customisation required, it’s possible to edit or modify a third-party template to suit your needs. The cost of email templates from commercial template providers is low.

Major Customisation of an Existing Email Template

In cases where an email template matches what you’re looking for but still lacks key elements or desirable features, it will be necessary in many cases to hire someone to fix it. Online marketplaces like and are filled with designers who can make the adjustments at a reasonable cost. It’s also worth checking with the email template creator to see whether they offer their own customisation service, as many do. Be sure to share with the designer which email service provider your business uses because this is likely to have a bearing on template compatibility.

Making Sure You’re Sending Emails to the Correct Address

Once the email template is selected and suitably customised, it’s a good idea to consider the validity of your email list. Are the email addresses for each contact current and accurate? How recently were emails sent to each person on the list opened? It’s possible that some of the contact information is out of date or invalid. There are services which specialise in locating the latest email addresses so click here if that is a service of interest to you.

A good email template is something that’s often overlooked by companies. The list is expected to run on autopilot with no one considering whether the existing email template could be improved upon. Even when the website enjoys a refresh or a total redesign, quite often the email template receives little love. Get the most out of your email template to maximise the performance of your mailing list.