Free HTML email templates are very easy to find on the internet with nearly every second search on any popular search engine turning up the required results. There are many things to consider, in general, when you invest in an email template like the effect of the template on your audience, your production processes, and even on spam filters. This might seem like a curious part of the equation considering that most spam filters just look at the content in an email and not it’s coding; however, the fact is that there are some types of templates that are spammer favorites and therefore must be kept at an arm’s length. Bulk emailing requires templates without a second thought. This is because of the sheer volume of emails and types of email that requires a one-time effort of creation and then continuous reuse. Use the following tips to ensure that you make the marriage between your templates and your bulk email marketing exercise a success.

1. The right email template. There is a lot of thought that needs to go into this aspect. The first consideration is your corporate image. In large part, when people download free HTML email templates, the last consideration is corporate image. This cannot be so. Therefore, ensure that your colors and content to images ratio match the corporate philosophy that you espouse.
2. The right coding. This is an important aspect from the back-end perspective. There is no point downloading a set of templates that will end up being a nightmare to work with for the coding team. This is one of the weaknesses of HTML programming and can be overcome to a large extent with the use of css. However, this also has some drawbacks like embedding issues. Therefore, ensure that you are using templates with programming friendly coding.
3. Sectioning and segregation. Never send one single, generic email to all your subscribers. Obviously, your emailing list is not one big amorphous blob of people and there are differences in terms of preferences and demographics. Therefore, ensure that you have different templates for all these groups of people and that you even mail them at different frequencies.
4. Spam filters. This is an aspect that where some silly choices early on can cost you dearly. Spam filters work by analyzing content or by tracking the path of an email to determine whether a mail is spam or not. Free HTML email templates may come devoid of content but since some spam filters do parse HTML code, you need to ensure that you do not over use loudness as a point of emphasis. Another common mistake that most people make is to insert one big image in an email. This is usually a trick used to mask text which would otherwise be read by a filter. Believe it or not, spam filters look for exactly this kind of design and conclude that a mail is spam because of it.

Jamie Colbs is a html email newsletter templates best practices activist advocate for Benchmark Email , a leading Web and permission-based email marketing service.

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