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Colleen Rice is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

Templates can be a huge time-saver when an organization has several users creating and sending emails, particularly if some of those users don’t have a background with HTML. Templates allow for consistency without much risk — it’s harder to break something that only requires you to update copy and swap out a few photos — plus, streamlining the creative process also cuts down on the approval and revision portions of a team’s workflow.

Conversely, templatizing all parts of an email program can dampen the brand’s impact. Users are acclimated to personalized experiences across most marketing channels, so it follows that an email that feels stale or overly broad won’t be as engaging as a creative one that’s more targeted.

Even a casual reader will start to notice if the same template shows up twice a week for months; this kind of consistency is useful for transactional emails, but will eventually lead to lower engagement rates for content publishers.

With the advent of multi and omnichannel platforms, traditional email marketing is becoming more and more enmeshed with other media. We know that are users aren’t strictly email consumers; the days of batch-and-blast “one size fits all” campaigns are gone. Marketers are leveraging user data (both demographic and behavioral) to customize content that will not only prolong engagement, but build brand loyalty.

Even transactional emails from retailers frequently contain links to the brand’s social platforms or company blog — in the right hands, a simple order confirmation can become a curated experience that helps a reader identify more personally with the brand and its content.

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