182. Email Marketing › how it works › getting startedare email service providers who offer readymade templates for you to use inan email newsletter. As with website templates, bought email templates comewith some benefits and disadvantages. While they are often a cheaper optionfor small business, they can be inflexible and generic, meaning that they willnot uniquely represent your brand. If choosing a template to buy, it can be agood idea to choose the plainest one, so that you can adapt it to your brand asneeded.A custom designed email template will allow you to plan your own contentstructure as well as ensuring it displays well in a variety of email readers.When having your template designed, it’s important that it be tested in a numberof email readers and browsers, so that you can ensure it displays appropriately.Given that many people choose to look at an email in their preview pane, thiscan become more challenging.Design ConsiderationsHow an email looks is integral to how well it is received by your database.Design also refers to how it is built, which can impact on whether the emailis delivered and on how likely users are to interact with it. Some designconsiderations are included below. A few of these are a little more technical somake sure your email partner has these covered for you.The look and feelStudies have found that users read through or scan email following an F shape(Nielsen 2006). So, plan your important information to follow this flow.Figure 7.2 Nielsen’s heat maps from user eye tracking studies showingareas that users looked the most.Source: Nielsen 2006 179