Email templates can be tricky... If you’ve ever struggled with template design, check out the email templates

on the next few slides, all of which have been provided by Pardot clients, and be

sure to download the full Email Design Lookbook for even more

email templates and best practice tips.

WISTIA

Best Practices Tip: Including videos in emails can increase engagement and click-through rates while decreasing subscriber opt-outs. Take a few notes from Wistia and include a nice screenshot that links out to your video’s location (keep in mind that actually embedding the video in the email can often decrease your deliverability rates).

AUDAXIUM

Best Practices Tip: Whenever possible, show off your brand’s personality and culture through your emails. Your readers want to see something that looks like it came from a human, not a textbook. Take a few notes from Audaxium and don’t be afraid to make a few jokes every now and then! Readers will appreciate your candid sense of humor and your willingness to connect with them on a more personal level.

CARESTREAMDENTAL

Best Practices Tip: If your email content doesn’t lend itself well to bullets, break copy up into smaller paragraphs. Better yet, separate them with headings so that readers can scan for the sections that are most relevant to them. This will make your emails far less intimidating once they’ve been opened, which will encourage clicks and increase engagement.

TWILIO

Best Practices Tip: If you have graphics that can convey the same information as text, use them! Visuals have been known to increase engagement levels, and are easier for readers to scan than straight text content. If you do choose to use visuals, make sure that you don’t sacrifice the clean lines and organization of your email. Remember to keep your content as uncluttered as possible.

CLOUD SHERPAS

Best Practices Tip: Use colors to draw your readers’ eyes and pull them further into the email, like Cloud Sherpas does with their header image and calls to action. You want your email to stand out from the rest of the black and white emails landing in your readers’ inboxes.

VISUALLY

Best Practices Tip: Make sure your call to action is featured at the top of your email, like Visually has done by placing their call to action in a pink bar. Many people don’t bother scrolling all the way to the bottom of their emails, so calls to action placed at the end of an email could end up being overlooked (it’s also smart to distribute your call to action throughout your email).

ZEROCHAOS

Best Practices Tip: Create a sidebar in your email if you have important information that you’d like to set apart. Think of it like this: if your readers only read one part of your email, which section would you want them to read? This is the type of information that would be great to display separately for readers who love to scan.

JAVELIN

Best Practices Tip: Keep emails simple so that the actions required by your prospects or customers are always obvious. In today’s day and age, your readers are often just going to be skimming your emails for important, relevant points. Calls to action need to stand out and should be emphasized by either color, placement, size, or a border.

Download the full Email Design Lookbook for even more example templates and best practices tips.

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CHECK OUT THESE OTHER HANDY MARKETING RESOURCES:

B2B Email Template Handbook

Marketing with InfographicsWhite Paper

Email DeliverabilityHandbook