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The Constant Contact Guide to Email Marketing by Eric Groves

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Determining Content-Appropriate Formats

The first step in the process is to select a template that will meet the needs of your communication. There are four basic structures to email templates:
1. Newsletters (Figure 9.1). Newsletter templates usually have multiple columns or multiple types of content blocks so you can insert a range of content types and organize them. Newsletter templates also contain table of contents links and some of the elements of paper newsletters such as headings and issue numbers.
Figure 9.1 Newsletter template
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2. Promotions (Figure 9.2). Promotion templates usually have a layout that focuses attention on an image or a headline so readers can identify the promotional message immediately. Promotional templates often have retail or consumer themes.
3. Announcements (Figure 9.3). Announcement templates are short and have the ability to quickly relay information under themes such as events, press releases, and business letters.
4. Cards (Figure 9.4). Card templates are greetings that can be used for holidays, special occasions, and reminders. They usually look like cards visually and are designed to contain short messages with limited promotional content.
Each template type provides not only a different look and feel but also takes into account the likelihood images and other elements are to be added.

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