E-mail prospecting
High-Tech Templates

In Part 2 of his series, Mr. Internet shows how using HTML templates can take electronic prospecting to a new level.

Dear Mr. Internet:
Is there someway I can set up e-mail templates so I don't have to keep typing the same messages over and over again?

Dawn Doherty
Coldwell Banker Residential Brokerage
Denver, Colo.


Dear Dawn:
In Part 1 of this series, we saw how easy it was to create very cool text-based e-mail templates that can be used for many marketing and client contact purposes and are immediately available with a single click of the mouse.

As good as that is, it's just the beginning of what you can do with e-mail templates. In this article we’re going to explore how you can create simple HTML e-mail templates that will greatly enhance the look of your messages and their impact on your recipients.

Creating Your HTML Template
Because HTML is the language of the Web, HTML e-mails can include graphics, formatted text, and even embedded Flash movies and JavaScript. As a result, they look much more professional and sophisticated that plain text versions so recipients are much more likely to open and read them. And with today's modern e-mail software, most people are able to view HTML files through their browsers.

In fact, a July 2002 survey by ClickZ, a Web site that tracks e-mail usage, found that 89 percent of its respondents could receive HTML e-mails.

The steps to creating simple HTML e-mails using Outlook (2000 or above) are similar to those used for text-based e-mail, but with a few twists. Here’s how you do it:

1. Create Your Message. Open a blank e-mail message window and be sure to change the format to HTML under the Format menu. Now type your message, making sure to spell-check, edit, and otherwise proof for errors. (Or use a word processing program to create your message and copy it into the template as described in the October 2002 column.) After you’ve perfected the message, go back and change the formatting to give the message the professional appearance you want. HTML lets you change type font, size, color, or style; add numbered or bulleted lists; indent paragraphs; insert graphics and horizontal rules; and much more. You can even change the color or insert a graphic as part of the background. The commands to format, add, and insert elements to your message can be found under Insert and Format menus in the toolbar of your e-mail program’s message window.

A word of caution here: Don't go crazywith all this design flexibility and end up with something that has dozens of colors, five typefaces, and graphics everywhere. Keep it simple or readers will get distract and your message will be lost. Use only one or two common, easily readable fonts such as Arial or New Times Roman. If you chose an unusual typeface, it may destroy the look of your message when users don’t have it on their systems. Finally, if you do add graphics, especially pictures, be aware that they add significantly to total file size. And the bigger the file size, the longer it takes to send and receive your message.

2. Add Attachments. Next, add whatever attachments are appropriate to your message. There are no limits here. However, be advised that the more attachments you include, the longer it takes the recipient to download the message and the more likely it becomes that e-mail programs with character limits will reject your message.
3. Add Subject Line And Addresses. Simply add your subject line and, if you want, any number of cc and bcc addresses.
4. Save The Template. Select "Save As..." under the File menu in the message window. When the dialog box pops up, change the file type to ".oft,” name the file, choose the folder where you want it stored, then click the "Save" button.

Important: Outlook will initially try to have you save your template in the Microsoft Templates folder. Be sure to change the folder location to one of those you set up under the "Start" menu as discussed in the October column. This is critical if you want easy, one-click access to your templates. (There is a link to the step-by-step tutorial in the Article Resources section on the left in case you need to review how to save your e-mail templates so you can bring any of them up with just one click of your mouse.)

This entire process of creating HTML e-mail templates is fairly straightforward. However, if you feel you need to actually "see" how it is done, you can view an online slide show tutorial that shows you step-by-step how to do the entire process. Or if you are currently using Outlook 2000, XP, or above, click here to download the example template referenced in the tutorial.

Once you’ve become accustomed to creating HTML e-mails, you’re ready to launch a full-color e-mail marketing effort, complete with your photo, logo, listing pictures, and even animation. Think of all the messages that you send on a regular basis that could be put into a one-click, HTML template and improved with color and pictures. When you see how much time e-mail templates save you and how good you look to prospects and clients, you’ll be glad you did!

And This Is Just The Beginning...
Now you know the quickest and easiest way to create HTML e-mail templates within Outlook. However, the formatting tools within the Outlook message window are very limited. In Part 3 of Mr. Internet’s e-mail template series (coming in January 2003), we’ll cover how to create just about any kind of HTML template you can imagine including your very own branded "stationery" and powerful templates with embedded forms you can use to help run your business.

Tip of the Month
Worried you’re not getting enough traffic on your Web site? Now you can instantly test your search engine visibility with the awesome (and free) MarketLeap online tool. Simply by going to this Web site and entering you URL, you can determine:
1. Keyword Verification. How high in the results of 12 major search engines your site appears for searches by various key words?
2. Search Engine Saturation. How many pages of your site are contained in the index of four major search engines, and which pages from your site show up in these search engine? This could affect how likely your site is to show up during a user’s search.
3. Link Popularity. How many other Web pages link to your site on six major search engines?

All these reports take just seconds to produce, yet yield powerful insight as to why your site may not be producing the customers it should. MarketLeap is clearly a refreshing example of how some of the best things on the Net are still free.
________________
More Resources:
A Way to E-mail Attachments Efficiently , Michael Antoniak, February 2001
Match Your E-Mail to Your Image , Stephen Canale, September 2002
Yes, You Can Personalize Group E-Mails , Michael Russer, April 1999

Article Resources:
E-mail Template Tutorial. A brief multimedia "slide show" that shows you step-by-step how to create HTML Outlook 2000 (or higher) e-mail templates.
E-mail Template Organizer Tutorial. A brief multimedia "slide show" that shows you step-by-step how to organized your Outlook 2000 (or higher) e-mail templates so they are instantly accessible with just one click of the mouse.

Previously by Ask Mr. Internet:
Real Help From Afar , Michael Russer, November 2002.
Responses Just a Click Away , Michael Russer, October 2002.
Pay-Per-Click, Part II , Michael Russer, December 1999.