An email boilerplate is a pre-written block of content that can be inserted into emails to ensure that specific information is included in a consistent and efficient manner. This practice is commonly used in many areas of marketing, particularly when there is a need for repetitive, standardized information across multiple emails, such as disclaimers, contact details, or company introductions.
In this article, we’ll dive into the concept of email boilerplate in marketing, how it's used, its different types, and provide examples to help you understand how it can streamline your email marketing efforts.
Definition of email boilerplate in marketing
An email boilerplate is a standardized section of content that can be reused across different emails. The term “boilerplate” is derived from the concept of a ready-made template that remains the same throughout its use, regardless of the specific application or situation. In marketing, email boilerplates typically include essential, non-negotiable information that is relevant to every recipient and email, such as legal disclaimers, company contact information, terms of service, privacy policies, and unsubscribe options.
Boilerplate content helps marketers save time and effort, ensuring that important elements are always present in every email. Rather than drafting this information from scratch every time an email is sent, businesses can rely on a predefined, reusable email boilerplate to insert into their emails.
In essence, it allows marketers to focus their efforts on the unique, personalized, or campaign-specific content while ensuring the necessary details are always included and compliant with industry regulations.
How is email boilerplate used in marketing?
Email boilerplates are used in several key ways in marketing:
1. Standardizing communication
One of the main reasons marketers use email boilerplates is to ensure consistency across all communications. If your brand regularly sends emails to customers, it’s essential to maintain uniformity, especially when it comes to legal disclaimers, contact information, and unsubscribe options. A boilerplate ensures that these elements are consistently included, regardless of the content or purpose of the email.
For example, in email newsletters, it’s critical to include company contact information and an unsubscribe link. Instead of typing these out for every newsletter, the marketer can use a boilerplate to insert this information easily. This saves time and reduces the chance of missing something important.
2. Ensuring compliance
Many industries have specific regulations regarding email communication, particularly around data privacy and consumer rights. For instance, the General Data Protection Regulation (GDPR) in Europe mandates that businesses must include a clear opt-out mechanism (e.g., an unsubscribe link) in all marketing emails. By using an email boilerplate, marketers can ensure that this legal requirement is automatically included, helping the business stay compliant.
3. Improving efficiency
Using boilerplate content makes email creation more efficient. Marketers don’t have to re-enter the same information for each email, freeing up more time to focus on the creative and personalized elements of their campaigns. It’s a simple, effective way to streamline email processes and maintain efficiency in high-volume email campaigns.
4. Brand consistency
An email boilerplate can also ensure that the voice and tone of your brand are consistent in every email, particularly in business or corporate settings. For example, an email signature or a company description can be standardized across all communications. This helps reinforce the brand’s identity and ensures recipients always know who is sending the email and how to reach the business.
5. Internal use in large organizations
For large organizations with multiple teams or departments involved in email marketing, boilerplate content can help maintain internal consistency. Whether it’s the legal team ensuring compliance or the marketing team providing branding guidelines, the use of boilerplate content ensures that the necessary information is always included, regardless of who creates the email.
Types of email boilerplate in marketing
While there are many uses for email boilerplate, there are specific types that marketers commonly rely on, including:
1. Company information boilerplate
This type of boilerplate typically includes the basic information about the company, such as the name, address, and contact details. It may also include a brief description of the business or its services. This type of boilerplate is especially important in B2B communications, where potential clients might want to know more about the company’s background and how to get in touch.
Example:
Stripo Inc.
1234 Email Street, Suite 100
City, State, 12345
Phone: (123) 456-7890
Email: info@stripo.email
www.stripo.email
2. Legal disclaimer boilerplate
In some industries, particularly those related to finance, healthcare, or insurance, emails must include a legal disclaimer. This can include statements about confidentiality, terms of service, or limitations of liability. A legal disclaimer boilerplate ensures that this important information is included in every email to protect the business legally.
Example:
This message contains confidential information intended for the recipient only. If you have received this email in error, please delete it and notify the sender.
3. Unsubscribe link boilerplate
In compliance with email marketing laws like CAN-SPAM and GDPR, every marketing email must provide a way for recipients to opt out of future emails. The unsubscribe link boilerplate makes it easy to include this feature in all marketing communications, ensuring legal compliance and respecting the recipient's preferences.
Example:
If you no longer wish to receive emails from us, please click here to unsubscribe.
4. Privacy policy boilerplate
A privacy policy boilerplate is used to inform recipients of how their data will be handled and protected. It often includes a brief statement and a link to the full privacy policy on the company’s website. This is particularly important for companies that collect user data through email forms, surveys, or promotions.
Example:
Your privacy is important to us. Please review our Privacy Policy here for details on how we collect, store, and protect your information.
5. Call-to-action (CTA) boilerplate
In some marketing emails, the CTA may remain the same across multiple communications. For instance, a company might have a CTA that encourages recipients to sign up for a webinar or download an eBook. By using a boilerplate for the CTA, marketers can quickly insert a standard, consistent message in their emails.
Example:
Sign up for our newsletter today to stay updated on the latest news and trends!
6. Social media links boilerplate
Many businesses include social media icons and links in the footer of their emails, directing recipients to their social media profiles. This is another common example of a boilerplate, ensuring consistency across all email campaigns and maintaining brand visibility across platforms.
Example:
Follow us on social media:
Facebook | Twitter | Instagram | LinkedIn
Wrapping up
Email boilerplates play an essential role in streamlining email marketing campaigns. By ensuring that important, consistent information is always included in emails, whether it’s legal disclaimers, contact details, or unsubscribe options, marketers can save time and maintain compliance with industry regulations.
The different types of email boilerplates, including company information, legal disclaimers, CTAs, and social media links, can be used strategically to maintain consistency and enhance the professionalism of marketing emails. By incorporating email boilerplates into your email strategy, you can boost efficiency, reduce the risk of errors, and ensure your emails are always in line with your brand’s standards and legal requirements.