Email Template Guide

Managing emails based on your template

Utilizing the benefits of a modularized template for your campaign planning, design and code allows for better management of your overall content workflow. Your framework acts as a model and you begin to better visualize your campaigns and develop a set of guiding principles to focus your content production around.

Tips to writing good copy


CTAs include buttons, links and highlighted text that give the reader an action to take.

  • Use clear and concise text
  • Have them relate to the goal of the campaign
  • Don't have too many in a single campaign
  • Make them stand out

Going further with your content


Ways to personalize emails, normally by using variables/fields from list data.

  • Use reader's name
  • Based on reader's recent behavior
  • Use location-related data
  • Show/hide specific content areas based on data, using advanced techniques


For further personalization, translate your content into multiple languages.

  • Use correct special characters: Special Character Conversion
  • Consider culturally-appropriate images
  • Keep in mind buttons text length
  • Send based on local times

Using an editor to update content

It is recommended not using an editor to build your emails unless it plugs into your modular template code, like Blocks Edit. Here's why:

Email Service Provider Builder

  • Constrained design
  • Messy output
  • Clunky interface

Free-form Template Builders

  • Overwhelming interface
  • Too many options for us non-designers

Translating your design into a builder wastes a lot of time having to figure out how to get the design to work around the editor's format and limitations, compromising the design

Blocks Edit Interface Layer


You design and build a template based on best practices and enable content editing options that you control and fit around your template's needs

Further reading: The ideal way to edit content in your email template →

Additional resources