Do you create email templates first during onboarding, then use those templates for each campaign (change design, copy, etc)?
Or do you design each email?
If so, how do you ensure each email is visually cohesive to retain branding?
I’m a senior digital designer at an email tech company, working on the onboarding team. If you have a strong brand identity, it will reflect in your templates. Sometimes, we create basic frameworks with placeholders for clients who want to be more involved in the design process. However, most of my work focuses on specific campaigns. When I need to create multiple email templates, I often copy the first one I make to keep the logo placement and footer information consistent. Having an established framework makes the process easier and faster for me, it’s just a mental preference.
As a designer, some agencies prefer having a complete template for flows with placeholders. This way, they can easily swap out the placeholders for the actual copy whenever needed.
Also, it’s important for me to understand the brand guidelines first to maintain consistency while creating flows and campaigns.
We create each email and manage the email design system using the Designmodo email builder.