How to Pick the Best Mailchimp Email Template For Your Email MarketingCreating an effective email campaign is more important than choosing a fancy theme and using an awesome header image.

Decide on the purpose of your campaign.

If it’s Readership, you have to focus on good copy and a strong hook at the beginning. Then took a theme that will allow you to utilize Typography – size & font family – rather than being really image-heavy.If it’s Purchasing/Conversion, then you need interesting visuals that have descriptive image summaries, plus clickable links.If it’s Subscribing/Leads, you need a template that lends to clear, prominent event details & a very clear call to action.

Responsive/Mobile Friendly.

Responsive is jargon that means that your template automatically adjusts font, layout & elements depending on the device.If you’re creating your own, use media inquiries, or make your campaign mobile-friendly with a fixed width of 320px, larger fonts that can be read on a small screen and finger size buttons that are tappable. According to more than 41% of emails are opened on phones. Your email template has to factor that in.

Single vs Multi-Column

If your campaign is focused on one topic or you’re pushing a call to action, you need a Single Column template. It’s a much more pleasurable experience.If you’ve got variety in your content or a product-based campaign, Multi-Column is your best bet. It also allows you to put any non-crucial content in the sidebars.

The One PrincipleMailChimp recommends that your email campaign should be easy to read with one eyeball at one arm’s length away, and scrollable/tappable with one thumb. That means using a minimum of 16 font size, avoiding link clusters, & building your call to action button at 46 px squared.

Clear Headings & Call to ActionWhat do you want your reader to do? Make this as obvious as possible. If you think it’s big enough, make it bigger. When you squint at your computer, can you tell what’s important? If you can’t, make the adjustments accordingly.

Think Simple Simple design using grid-based layers. Simple fonts (think Times, Arial, Verdana, Trebuchet). Avoid Flash & Javascript. Use less imagery & better content. Fancy designs look nice when you’re creating the template, but remember you’re emailing across various platforms with various security settings/preferences. The simpler your campaign is, the more accessible and shareable it is!

Test Your Campaign

Read this guide for email testing ideas & tips. Use tools like MailChimp’s Inbox Previewer or Litmus to preview how emails will render in different inboxes.

Muinul ChowdhuryEmail Marketer

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