Pre-Built vs. Custom Email Templates: When Each Makes Sense

Weaning from an email template isn't just a matter of aesthetics; it's about the impact of your campaign. It impacts the speed with which a team can create an email, the ease with which they can modify their email later, and whether all sends maintain the brand. That's important when time is of the essence. 58% of marketers take two weeks or more to produce a single e-mail, which illustrates just how much of a production process can get lost in design, coding, reviews, and testing.
A template is included that has been built and tested by a team to be used with new copy, images, and links. The custom template begins from a specific need for a campaign, and allows designers greater control over each content block and the overall layout of the email message.
Both choices are not necessarily the better one. The newsletter and the product launch that comes with it aren't about the same sort of thing and don't require the same strategy for success. The real answer to the question is easier: When does a “one-size-fits-all” e-mail template make sense to save time, and when is it worth the added effort to create a customized one?

When Pre-Built Email Templates Are the Better Choice

When quick and consistent designs are more important than creating something from scratch, there are pre-built templates to consider. Of all email teams, 78% have an email ready to go and deployed within 3 days, making efficient production a very real priority.

• When time is an urgent constraint for a campaign. Pre-set-up eliminates a lot of set-up work. Teams can copy, add images and links, test the email, and then move towards email design without having to build each block from the ground up.
• If the e-mail structure is limited. Typical newsletters, company updates, event announcements and regular promotions work well in a standard email format.
• If teams continue to send out the same type of e-mails repeatedly. Campaigns can be weekly or monthly, without the hassle of reusable sections. The content is changed but the overall format remains the same.
• In situations where financial and design constraints exist. Design and coding time is cut down with pre-built templates. Templates and reusable snippets can also significantly reduce production time, Litmus adds.
• As an experiment with new concepts in campaigns. To test new campaign concepts. Teams can preview a subject, preview an offer, preview a CTA, or preview an email design without having to invest time and resources in a complete custom design.

When a Custom Email Template Makes More Sense

Use a custom template when a campaign requires greater control than does a ready-made template. There may be requirements for brands that they need to have space for them, have a specific order of content, have certain images, and/or have different actions on mobile. This is particularly beneficial when the email has multiple sections of products, blocks of content that are not typical, interactive elements, or strict brand guidelines that an email template does not suit well.
A custom email layout is also a better fit if the email message is part of a particular customer journey. In some cases, such as an onboarding email, the next step, support links, account information, and progress steps need to follow a specific sequence. Trying to fit such information into a rigid format can make it more difficult to get the point.
The compromise is additional effort. A custom email layout is likely to be a lot longer to create, code, test in email clients, and maintain. It sensibly merges an extra control with a definite campaign goal.

How to Choose Between Pre-Built and Custom Templates

If it's not about design but about the campaign, then it's easier to choose between a pre-built and a custom template.

• Identify the purpose of the campaign. Will the e-mail inform, sell, onboard, remind, or guide? Then, when it comes to a simple update, it does not need to be as structured as a product launch.
• Determine the level of design control needed. Consider if the information can be presented in a standard e-mail message format without awkward transitions. Otherwise, custom work may be warranted.
• Take into account the frequency of reuse of the template. A custom structure is more suitable if you plan on running many campaigns using the same format.
• Consider future revisions. The ideal email layout should be simple and easy to edit, and not require marketers to send out all the changes to a designer or developer. Consider time and resources that are available. More design freedom equals more design, design coding, design testing, and design review.
• Think about future edits – choose a format that marketers can update without creating extra work for designers or developers.

Building a Practical Template System

Teams are not required to have all of a certain type of template for all campaigns. Often it is more useful to have a combination system. Use pre-built templates for simple newsletters, updates, reminders, simple promotions – or opt for custom templates for product launches, detailed campaigns, branded customer journeys that require greater control.
A typical setup consists of reusable modules, which are the most useful. Headers, product blocks, CTA sections, image areas, and footers can be designed and then combined in various ways. That will allow you to maintain the email format without having to start from scratch for each email.
For instance, a weekly newsletter can be the same format every week, and a launch email can be structured with a custom product section or more interesting visual hierarchy. This leads to speedy production and fewer design issues. Meanwhile, the email layout can always be sufficiently different from one to prevent all emails from appearing the same.

Pre-built and custom templates

There are pre-built and custom templates, each addressing a specific issue; which one is better will depend on what the campaign problem is. If ease of editing, speed, and repeatability are most important, then pre-built templates will likely be the best choice. They assist teams in generating regular newsletters, updates, reminders, and promotions without having to create design work.
For campaigns where there is a greater need for brand control, a content sequence, or additional space to customize the design around the message, custom templates are more appropriate. They are more time-consuming, and more time and effort is required to build and test them, but in larger launches, detailed customer journeys, or campaigns that have unique content needs, the extra time may be worth it.
The best way is to customize the template to the particular job rather than use the same one for all emails. A well-designed email layout must be consistent with the campaign, easy to read and not require unnecessary labor.