How to Design an Email Template to Minimize Your Bounce Rate?

Ask any email marketer – what is that one thing that keeps you awake at night? And the answer, almost unanimously, will always be the dreadful bounce rates.

A bounce rate simply signifies the number of visitors that opened a specific webpage/email and then immediately went off to somewhere outside your business domain. Usually, a high bounce rate is a sign of:

1. Inaccurate targeting.
2. Ineffective web design.
3. Unavailability of any hooks on the landing page.

When it comes to websites, there are a ton of ways to deal with bounce rates. When when it comes to emails, you really have to work on quite a few things:

1. How to design an email template to minimize bounce rates?

Bounce rates show the number of people who landed on your website/emails by mistake or they simply did not find anything worth their time in the first glance at things. The key challenge here is a threefold:

1. You have to ensure that your central most offerings are highlighted.
2. Give them a directly available link to FAQs or customer service, in case they need additional help.

Iii. Give them incentives (like discounts and cashbacks) to explore the website even more.

Now, these are generally used as mechanisms for webpages. But, to a large extent, they are also applicable to the concept of newsletters and emails. You should use a design framework that amplifies the effect of the branding message and you should also attach the contact details of any customer reps you have on payroll.

For instance: If you go plain, use white text on black background, instead of other way. If you go the other way round, your eyes will get more strained than they should be. At the same time, add the contact details of your Customer Excellence Manager who is available almost always, throughout the year. You can also choose to build responsive email template to ensure there is no monotony in the designs of the newsletter/email.

2. Pay attention to the PSD to HTML conversion.

Many a time, even though the designer did her job properly, the bounce rate only seems to go up. In such cases, there is a high probability, that there is disparity between the original design of the template and the actual HTML version of the template. Colours get altered, alignment gets shifted and sometimes – even elements of the design go missing.

Hence, instead of searching for ‘how to create HTML email template‘ hire professionals to do it for you. While starting this process, make sure each alignment and crucial note from the design is well documented and meticulously put to execution by the programming team.

3. Personalize the mails.

Over the years, some of the most well-known digital marketers, whose repute goes before them, have stated that personalized email templates have better opening rates than normal, open ended mails.

The entire idea behind the usage of personal email templates is identical to why people used to buy Archie’s or Hallmark’s greeting cards – it made the readers feel special. All you have to do, as a marketer or a business operator, is build up a database of audience members and then use this database to dynamically greet the receivers of the newsletter or the mail, with their registered first name.

In Conclusion

Bounce rates are one of the biggest issues faced by digital marketers. If you build up a diligent process and put it to use with an iterative, but technologically creative email– it will work for your business.


Ravi comes from a technical and creative background and understands client operation management very well. He has functional and technical expertise in email design, development and email marketing concepts, Also helps clients with go to market email strategies.



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