Email Template Guide


Email is a direct connection with your reader and should be about building a relationship with them. While informing readers, make sure to keep in mind their perspective on the emails they receive from you. Make sure what you send is relevant and valuable to them. Consider each email as part of an on-going conversation with your audience.

Starting a campaign

Set a goal

Every email should have a goal. Whether it's educational, to get sign-ups, referrals, purchases, or registration for an event/webinar, etc.

Who are you sending to?

What do you want them to do?

Measure success

Before sending out

Ensuring an open

Preflight checklist

Build a template to improve email production

Having an email template to reuse components from makes your process more efficient, allowing you to build more emails, faster. A template typically consists of:

  • Modules - stackable sections that go between the header and footer
  • Layouts - columns and rows of content areas
  • Components - pieces like buttons and titles that can be used anywhere
  • Styles - variations of content areas to look a certain way

Keep these elements in mind and introduce them to your team to use when new campaigns are designed, when a design is coded, and when content is written. You may find that your team members have their own systems and libraries that they keep. Having an underlying foundation allows everyone to better organize what they're already doing and to essentially speak the same language throughout your workflow.