About this process

  • Department: Marketing Services
  • Responsible: Template Owner
  • Accountable: Template Owner
  • Consult: Marketing Services, Expert Practices
  • Inform:
  • Date created: 29/05/2019
  • Date last updated: 29/05/2019

Email templates are an essential part of any businesses marketing. In some cases, a well-built email can be the deciding factor for whether a customer chooses to work with you or not. 

There are 3 types of email template that people use:

  • Drag and drop editor
  • HTML email
  • Classic HubSpot editor - The number 1 choice always.

Step 1 of the process

The first step of creating a new email template is to break down what is needed within the email; this will ultimately determine what is needed in the template.

Here are some examples of email templates for different needs:

  • To promote an upcoming event
  • For automation use after downloading gated content
  • Plain text emails for personal engagement

Once you have decided what the goal of your email is and determined what sections need to be included, it’s time to move on to the design.

Step 2 of the process

This is arguably the most important part of an email template. A good looking email template that is suited to your buyer persona is going to result in better engagement. 

The design of your email must be based on the above point - the template needs.

Things to think about in the design stage are:

  1. Buyer personas. Do they like bright colours and lots of imagery? Or do they respond better to plain text emails?
  2. We would usually recommend using the website colour theme and similarities from that. Or is this email going to use different branding?
  3. Is the client requesting some things that might not be possible in an email? For example, background images with text over the top cannot be seen in some email clients. It’s always best to discuss the requirements with a developer before signing it off with the client.
  4. Gmail clips emails that have a message size larger than 102KB, and hides the full content behind a View entire message link. So, make sure the emails aren’t too long else the bottom will be cut off.

Next, you can start to draw out how your email will look. 

Depending on the complexity of the email, you could give this to a third party to design (example below).

Babelquest - Playmoregolf - Email Template - D2

Alternatively, you could just simply draw out what you need and pass this on to a developer to build, (if approved by the Operations Manager.)

Image from iOS (2)

Step 3 of the process

When you have the design for your email you should be in a position to be able to pass this onto a developer to build. Or in some instances, you may want to build this yourself. In which case you can navigate to Design Tools and create a new email template.

Things to bear in mind during the template build:

  • It’s advisable that emails are no wider than 700px. Ideal width is 640px.
  • Ensure that it can be easily customised within the HubSpot email builder.

Step 4 of the process

This is a crucial step to ensure that the email is fully functional across all email clients on all devices.

  1. To test the template thoroughly, create a new email using the template you wish to test.
  2. When the email is open navigate to “Test in different email clients” on the left-hand side. From here select all of the popular email clients including Gmail, Outlook, IOS and Apple Mail. Feel free to select however many you’d like.
  3. Check all test outputs and ensure that the email looks good.
  4. If there are errors then fix these or let the developer know to fix it.

Once you have thoroughly checked the template you can sign this off with the developer and begin to use the template for HubSpot emails.


Topics: Marketing Services Processes