Where can I find the best email templates

Formulating the same emails over and over can be tedious and time-consuming. But it doesn't have to be! Instead, put some energy into an optimized one Email template, it only takes a few clicks each time until the perfect email lands in the recipient's inbox.

Find out how to use a Email template write which sections belong in it and what needs to be considered.

How do I write one Email template?

  1. Choose for your Email template a width between 500 and 700 pixels.
  2. Create a header that includes your logo and company slogan. The header should correspond to your corporate design (colors, fonts).
  3. The body of the e-mail contains the salutation and the content. Select the appropriate fields for the individualized salutation.
  4. Make sure you only communicate one core message per email.
  5. Design an appealing call-to-action button in accent colors.
  6. You structure the main part clearly with headings and lists.
  7. The personal signature completes the main part.
  8. Note the legal requirements (imprint and unsubscribe link in the footer).

Why email templates are so important

Email templates make writing a lot easier: They save you a lot of time, because once created they can be used over and over again. In addition, you prevent the devil of errors and guarantee consistent formatting. In addition to the consistently high quality, this ensures that your e-mails are recognized by the recipient.

If you want to create an email template, there are two main things to consider: Content and design. Basically there is not the one email template that works for everything. However, there are basic principles that are essential to a successful email campaign. HubSpot offers you to choose between three types of email within its free email tool:

Image: Screenshot from the free HubSpot email tool

Creating the content of the email: what to watch out for

A Email template can be divided into three areas:

  • Header (Head area)
  • body (Bulk)
  • Footer (Foot area)

These three areas should also be visually clearly separated from each other, because one clear structure helps the recipients to grasp the content quickly.

1) header

In the head area are mainly visual elements placed, such as a logo or a banner (image).

The header should include the colors, fonts, and the company's logo to make it high Recognition value to guarantee. Once the header has been defined, it should therefore be retained for all further e-mails.

2) body

In the main part of the email template there is space for the actual content of the email. There are all sorts of subtleties that need to be observed here:

  • Use personal salutation

The content of the email is introduced by a personal salutation. This is a factor that should not be underestimated and that contributes significantly to the fact that your e-mail differs from a mass e-mail and is opened.

If the subject line of the email contains the name of the recipient, the open rate increases by up to 50 percent.

You can choose between the usual formal salutation “Sie” or the casual “Du” in the business-to-business sector.

"Dear Mr. Meier" (very formal)

"Dear Mrs. Westermann" (formally)

"Hello Julia" (informal)

Which type of salutation is advisable depends on the customs in the respective business area.

With HubSpot's e-mail tool, you can adapt the e-mail body to your liking and, above all, intuitively - also in the HTML view if you wish.

Image: Screenshot on the free HubSpot email tool

The individualized salutation can be easily implemented with powerful newsletter or CRM tools. There are fields for the salutation into which variables are first inserted. The newsletter tool then pulls these variables from the stored address list.

Good Morning[SALUTE] [SURNAME],


  • Only one message per email

An email should only convey a single message that is relevant to the recipient. This ensures that it really reaches the reader.

If you want to convey several different messages, it is advisable to split them up into several emails.

The only exception is the newsletter: Here, optically finely separated, several messages can be teased at the same time.

  • Headings and bulleted lists

In the body of the email, it makes sense to present the text clearly with headings and lists. On the one hand, this makes the mail visually more attractive and, on the other hand, it helps the reader to understand the content thanks to the Pre-structuring record faster.

In addition, the e-mail can be scanned quickly - fickle recipients can quickly decide whether the content is relevant to them.

Pay attention to short blocks of text. More than 50 words per text block should not be exceeded.

Experience has shown that most readers only scan the text superficially. Hence, it is advisable to include the most important information to the beginning or into the upper third to take.

An indispensable element of every email template is the call-to-action button - the call to action - the most important part of an email template.

Ideally, stick with it one Call to Action - Emails with one CTA generate 371 percent more clicks than emails with multiple.

The CTA should be precise and concise. Put the benefits for the user in the foreground and surround the button with whitespace so that it catches the eye.

Also pay off personalized calls-to-action from: Individualized information such as your own name generate so much attention that corresponding CTAs ensure a conversion increase of more than 200 percent:

Only today: 20% discount

Anna, create your profile now and get started right away

With the signature you can give your e-mail template a personal touch. You can do this with your First and last name (or that of an employee). It also seems friendly when a small photo is attached.

Otherwise, the following applies to the signature: As short as possible.

3) footer

The footer contains important legal requirements such as the imprint and the mandatory ones Unsubscribe linkthat the recipients can use if they no longer want to receive e-mails from you.

Designing the email: Here's how

Your Email template should be designed in an unmistakable design to match the corporate identity of the company.

1) Email template in responsive design

Studies show that almost 70% of all newsletters are now read with a smartphone. It is therefore essential that the email template is designed to be responsive.

Responsive design means that the e-mail adapts flexibly to any end device and e-mail client, be it on a desktop, tablet or smartphone.

2) Width of the email template

The email template should be one width between 500 and 680 pixels to have. This ensures that it is perfectly displayed on the various end devices. It is best to always use the same format so that a harmonious overall appearance is created.

3) Recommended font size

The content of the email template should be easy to read. With a font size of 14 to 16 pixels (depending on the device and font) you are on the safe side.

4) Not too many pictures

Pictures arouse emotions - but not only positive. Because too much image material makes it difficult to deliver your e-mail and has a negative effect on the loading time. Therefore, at this point: Be sparing with pictures.

5) The color choice

The colors used in the e-mail templates should correspond to the corporate design of your company. It looks professional when the corporate colors are combined with a lot of whitespace. This makes the email look serious and not too overloaded.

It is also recommended for the e-mail templates no more than two colors to use. This creates clarity and clarity.

Examples of good emails

Since theory and practice can differ from one another, here are some good examples of email templates:

1) Seobility

The Seobility SEO tool relies on a simply designed email with plenty of Whitespace. This not only shortens the loading times, but the rather subtle CTA link still catches the viewer's eye.

Words in Bold font help the reader to quickly scan the most important information.

A personal salutation and the introduction of a specific contact person including the corresponding contact information give the recipient the feeling of being well and individually cared for.

Image: Private email account

2) team leader

The project management software Teamleader also relies entirely on it personalization and one friendly tone

As in a personal conversation, the recipient is asked how he is and a photo helps him to get an idea of ​​the sender.

Image: Private email account

At the end of the email one will be prominent CTA integrated, which makes the advantages for the user clear and emphasizes the simplicity of the process.

The footer not only contains the legally required information, but also refers to the Social media channels the company.

Image: Private email account

A well thought out Email template is worth gold as it makes work immensely easier. Some important points should be considered when designing the email template:

The header reflects the corporate design of your company, the main part is clearly structured and the content is limited to one core topic. The personal salutation and the personalized signature ensure sympathy, the call-to-action specifically prompts the reader to act. The legal framework is met with the footer. Nothing stands in the way of a successful email campaign.

Header image: Sanga Park / iStock / Getty Images Plus

Originally published March 6, 2020, updated September 29, 2020

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