There seems to be a tendency with many companies these days to settle on one email design and use it for every email that they send out.

The reasoning makes sense. If you find a template that works for you, why not use it as much as possible? It’s easier for your design team to only do the job once. It’s easier for your email team not to seek design and coding resources every time you want to send out a new email.

But marketers must weigh the convenience that this approach offers with the very real impact it can have on your goals and objectives.

Every email that we send out has a purpose. If it didn’t, we should not send it. The purpose of your monthly newsletter might be to keep people engaged, and add value for your customers. The purpose of your prospecting emails might be to generate quality leads for your sales team to follow up with. The purpose of your promotional emails is likely to generate direct sales.

Because the purpose of each of these emails is different, it stands to reason that the design you use should be different.

Here is a link to a nice promotional email from The Athletic. In it, they are offering a 50% discount on their basic subscription plan. The email works because it is simple, calling attention to the offer with bold text and a button that stands out. They don’t need to clutter it up with a bunch of content or imagery. It gets straight to the point.

Now compare that with this email from Apple News. This is a more traditional newsletter, offering a curated list of articles that a subscriber might find interesting. This email is laid out nicely, offering readers the chance to scroll through and click on any of the articles they want to read more of.

Both email are good, though they look nothing alike. And that’s because they were designed to do different things.

When designing your emails, don’t reach for the same template you have been using forever. Instead, start by identifying the purpose of the email. What is your goal?

Then take that to the design team and have them help you create something that achieves that goal for you.