Email template

Quick answer: An email template is a reusable framework to create emails faster and more consistently. It usually includes a subject line, preheader, header, content, call to action, and legal footer. The best template adapts to your goal, audience, and the device it is read on.

A good email template helps you go from an idea to a clear campaign in less time. It also maintains your visual identity and prevents oversights before sending.

However, a template shouldn’t turn all your messages into generic content identical to thousands of other emails.

They help you save work, organize your content, and make personalization easier.

In this guide, you will find a basic structure and eight ready-to-adapt examples.

Plus, you’ll see how to design, test, and improve your email marketing templates.

What is an email template and what is it for?

An email template is a reusable model that defines the structure, design, or text of an email. You can modify its elements for each campaign without starting from scratch.

This way, you save time.

For example, an email template can save your logo, colors, buttons, and legal footer. It can also include placeholders for the subject line, offer, images, and call to action.

In email marketing, the template serves four main functions:

• Reduces creation and review time.
• Maintains a consistent brand image.
• Facilitates responsive design for mobile devices.
• Makes it easier to compare results between similar versions.

An email template also improves teamwork. Marketing, sales, and design can start from an approved baseline and apply common guidelines.

This way, each team member can do their part without creating inconsistencies in the design.

Types of email templates you can use

The choice depends on the goal of your message. A promotion needs a different structure than a purchase confirmation.

These are the most common email templates:

You can also classify an email template by its format. It can be plain text, visual, or custom HTML.

Plain text feels personal and direct. A visual format allows you to create clear hierarchies. Meanwhile, HTML offers more control, though it requires additional testing.

Structure of an effective email template

Following an established structure can help you reduce errors.

It serves as a starting point to begin working on your email marketing campaign.

1. Recognizable sender

Use a name the recipient can easily identify. It can be your brand, a person, or a combination of both.

Also, send from a valid address on your domain. Avoid “noreply” accounts if you want to encourage replies and build trust.

2. Specific subject line

Your subject line should anticipate the email’s value. Make sure it makes sense even outside the context of the campaign.

A useful formula is: benefit + specific detail + reason to open.

Example: “The guide to preparing your Christmas campaign in one afternoon”.

3. Complementary preheader

The preheader expands on the subject line in the inbox. Take advantage of this space to add information, not to repeat the same phrase.

Example: “Includes a checklist and three promotion ideas”.

4. Simple header

Your header can include your logo and a main link. Avoid crowding it with too many elements, as they delay access to the main message.

A responsive email template needs a header that is readable on small screens. Also, double-check that your logo doesn’t take up too much space.

5. Reader-oriented opening

Start with the need, context, or result your subscriber is looking for. Then, explain how they can achieve it.

The first sentence must sustain the interest generated by the subject line. If you change the topic as soon as they open the email, you’ll lose their attention and credibility.

6. Easy-to-scan body

Break up your text with subtitles, lists, and short paragraphs. Also, place the most useful information first.

Each block should develop a single idea. This helps anyone quickly scanning the message from their mobile phone.

7. Clear call to action

The call to action indicates the next step. Use a precise verb and explain what will happen after they click.

“View collection” communicates better than “Click here”. You can also add a short phrase to address any doubts.

8. Email footer and unsubscribe option

Include the sender’s identity, necessary details, and a visible unsubscribe option. Also, add a link to update preferences when relevant.

This block is part of any professional email marketing template. Therefore, don’t leave it for the final review.

Master email template to copy and adapt

You can use this framework in a newsletter, a promotion, or an informational email:

Subject line: [Main benefit or specific update]

Preheader: [Detail that expands on the subject line and sparks interest]

Hi, [name]:

[Introduce the recipient’s situation or need in one or two sentences].

[Explain your proposal, tip, or offer with specific information].

What will you find?

• [Benefit or key highlight 1]
• [Benefit or key highlight 2]
• [Benefit or key highlight 3]

[Button: verb + expected result]

[Overcome an objection or add a practical detail].

Best regards,

[Name and brand]

[Sender details | preferences | unsubscribe]

This email template follows a logical sequence: context, value, action, and trust. Adapt the weight of each block based on your goal.

8 ready-to-use email template examples

The following texts work as a baseline. Personalize the promise, tone, and call to action before sending them out.

Welcome email template

Subject line: Welcome to [brand]

Preheader: Here is what you’ll receive and how to get started.

Hi, [name]:

Thanks for joining [brand]. From now on, you’ll receive [content type] on a [weekly/monthly] basis.

To get started, we’ve prepared [resource, perk, or next step]. It will help you [specific benefit].

[Button: Get started now]

If you have any questions, just reply to this email. We’ll be happy to help you.

Best regards,

[Name and brand]

This email template fits perfectly into a welcome automation. Plus, you can add a follow-up message highlighting key resources.

Newsletter template

Subject line: [Main topic]: this week’s ideas

Preheader: A brief selection to help you [result].

Hi, [name]:

This week we analyze [topic] and bring together three ideas you can apply to your business.

1. [Main content title]
[Brief summary focused on the benefit].
[Link: Read the article]

2. [Second content title]
[Brief and practical summary].
[Link: View the resource]

Quick tip: [recommendation that adds value without requiring a click].

Until next time,

[Name and brand]

To expand on this structure, check out our guide on what a newsletter is.

Promotional email template

Subject line: [Benefit] with a [discount or perk] until [date]

Preheader: Discover what the promotion includes and how to take advantage of it.

Hi, [name]:

During [period], you can get [product or service] with [specific perk].

This offer is designed to help you [result]. It includes [relevant feature] and [second feature].

[Button: Claim the promotion]

This offer ends on [date and time]. Check out the [relevant terms] here.

Best regards,

[Name and brand]

In this email template, the date must be real and visible. Avoid artificial urgency, as it can diminish trust.

Launch email template

Subject line: [Product or service name] is here

Preheader: Find out how it helps you [main benefit].

Hi, [name]:

Today we are introducing [product], a solution built for [audience and need].

With it, you’ll be able to:

• [Specific result 1]
• [Specific result 2]
• [Specific result 3]

[Button: Discover the launch]

On the page, you’ll find [demo, pricing, info, or trial]. If you need help, simply reply to this email.

[Name and brand]

This email template works best when you show the product in context. Explain its usefulness before listing features.

B2B lead nurturing template

Subject line: A simple way to improve [process]

Preheader: Three criteria for making a less risky decision.

Hi, [name]:

Choosing [solution] often raises questions about [common objection]. That’s why we’ve outlined the most influential criteria.

Before making a decision, review:

• [Criterion 1]
• [Criterion 2]
• [Criterion 3]

Our guide includes examples and a checklist for your team.

[Button: Check out the guide]

Want to discuss your specific case? Reply to this email and let us know what you need.

[Name and job title]

You can customize this email template based on industry, company size, or decision stage.

Event invitation template

Subject line: Invitation: [event] on [date]

Preheader: Save your spot and discover the agenda.

Hi, [name]:

On [date], we’ll be hosting [event] to help you [main result].

During [duration], we’ll cover:

• [Topic 1]
• [Topic 2]
• [Topic 3]

Date: [day and time]
Location: [address or platform]
Price: [free or amount]

[Button: Save my spot]

Spots are [limited/open until date]. After registering, you’ll receive confirmation and access details.

[Name and brand]

Reactivation email template

Subject line: Do you want to keep receiving our emails?

Preheader: Update your preferences in under a minute.

Hi, [name]:

It’s been a while since you interacted with our messages. We only want to send you content that you find useful.

You can choose what you’d like to receive or let us know if you prefer to leave the list.

[Button: Update my preferences]

If you don’t want to receive any more emails, you can unsubscribe via the link below.

Thank you for your time,

[Name and brand]

This email template must respect the contact’s decision. Also, it’s best to stop sending to profiles showing no ongoing interest.

Transactional email template

Subject line: We have received your order [number]

Preheader: View the summary and next steps.

Hi, [name]:

Your order has been successfully processed. Here is the main information:

Number: [reference]
Date: [date]
Amount: [amount]
Estimated delivery: [date or timeframe]

[Button: Check my order]

If you spot an error, contact our team on [support channel].

Thank you for trusting [brand].

A transactional email template should prioritize clarity and trust. Keep operational information front and center, above any promotions.

How to choose the best email template

Start with the action you want to achieve. Then, choose the minimum content that will help the reader make that decision.

Ask yourself these questions before selecting an email template:

1. Who will receive the message?
2. What do they already know about the topic?
3. What is their current need?
4. What action should they take?
5. What doubts might prevent that action?
6. What data will measure the result?

A visual template can help in e-commerce, events, or launches. Conversely, a simple format usually fits best for personal and B2B communications.

You must also consider frequency. If you send a weekly newsletter, prepare easy-to-update modules. For a seasonal campaign, you can dedicate more space to the product and context.

How to create an email template in Mailrelay

In Mailrelay, you can design newsletters from a simple dashboard without needing to code. Our visual editor allows you to organize text, images, and buttons using blocks.

You can also start from a pre-existing structure and adapt it to your brand identity. Then, save the design to reuse it in future campaigns.

Before sending, personalize your content with custom fields for your contacts. Also, use email marketing segmentation to show a more relevant offer.

Our editor includes AI copywriting features. This way, you can brainstorm ideas or speed up a first draft, though it’s always wise to check the tone and accuracy.

In addition, we offer essential automations for welcome emails, drip campaigns, and autoresponders. An email template can thus become part of a continuous workflow.

After sending, check out the real-time reports and click maps. This data shows you which blocks attract attention and which ones need adjustments.

You can run A/B tests to compare subject lines or other variations. To interpret the overall results, check out our guide on what email marketing is.

Mailrelay’s free account lets you send up to 80,000 monthly emails to 20,000 contacts. It also includes expert support via phone, chat, and tickets.

Responsive design for email marketing templates

A responsive email template adjusts its content to fit different screens. The text must be readable and the buttons clickable without zooming in.

These practices improve the experience:

• Use a single column for the main content.
• Place the most important information right at the beginning.
• Choose a readable text size.
• Leave enough space around each button.
• Compress images before uploading them.
• Add alt text to your images.
• Avoid conveying information solely through an image.

Also, keep a balance between text and visual assets. An email made up entirely of a single image might load poorly or lose its meaning if blocked.

Finally, send test emails to different accounts and devices. Double-check your links, buttons, variables, images, and legal footer.

Personalizing an email template

Personalization goes beyond just inserting a name. You can tailor the offer, content, and call to action for each segment.

For example, a store might recommend categories related to past purchases. A B2B company could send different case studies depending on the contact’s industry.

Only collect data that you can use responsibly. Also, explain what messages the person will receive upon subscribing.

An email template must clearly show which elements change. Use placeholders like [name], [product], [date], or [benefit] during setup.

Before sending, check what happens if data is missing. Define fallback values to avoid incomplete greetings or awkward phrasing.

Mistakes you should avoid in your email templates

A reusable template can also repeat mistakes. That’s why you should periodically review both its content and design.

Adding too many calls to action

Multiple links can coexist in a newsletter. However, a promotion works best with one recognizable main action.

Designing the email like a website

Email has technical limitations and is scanned quickly. Cut down on menus, columns, and distracting decorative elements.

Always sending the same email template

Consistency doesn’t require rigidity. Adjust the structure based on the intent, segment, and the customer’s journey.

Hiding important information in images

Some clients block images by default. Include the proposal, date, and main call to action as actual text.

Forgetting about deliverability

Design doesn’t make up for an unpermissioned list or bad sender reputation. Keep your database clean and authenticate your domain.

Check out our tips on email marketing deliverability to strengthen this area.

Not checking links and variables

Send a test and click through all the links. Also check names, prices, dates, discounts, and conditions.

How to measure and improve an email template

Tie each metric to the campaign’s goal. An open indicates initial interest, while a click shows intent regarding the content.

Review these metrics, among others:

• Deliveries and bounces.
• Clicks on links and buttons.
• Conversions linked to the campaign.
• Unsubscribes and spam complaints.
• Direct replies.
• Performance of each segment.

Click maps help you evaluate the visual hierarchy. If a secondary link gets more attention, maybe the main proposal doesn’t stand out enough.

Run A/B tests with a single relevant variable. You can compare two subject lines, two button texts, or two openings.

Afterward, document your learnings in your email template. This way, every new campaign will start from a more effective baseline.

Checklist before sending your email template

Use this final review to reduce errors:

• The sender is easily recognizable.
• The subject line and preheader complement each other.
• The message has a primary goal.
• Personalized data displays correctly.
• The content is understandable without images.
• Buttons clearly describe the action.
• All links work properly.
• The design is fully responsive on mobile.
• The plain text version is available.
• The footer identifies the sender.
• The unsubscribe option is highly visible.
• The segment has given permission to receive the email.
• The campaign has defined metrics.

An effective email template simplifies the process, but review is still necessary. Set aside a few minutes to check the complete recipient experience.

Frequently asked questions about email templates

What should an email template include?

It must include the sender, subject line, preheader, opening, content, call to action, and legal footer. Plus, it needs an unsubscribe option when used in commercial campaigns.

How to make a professional email template?

First, define your goal and recipient. Then organize the message with a clear hierarchy, short paragraphs, and a main action. Use your visual identity, check the mobile version, and send a test.

Where can I create free email templates?

You can create them with an email marketing platform that includes a visual editor. At Mailrelay, we offer a free account, a block-based editor, AI writing assistance, and expert support.

What’s the difference between an HTML and a plain text template?

An HTML template supports columns, images, buttons, and visual styles. A plain text template prioritizes direct reading. Both can work well if they match the audience and goal.

Must an email template be responsive?

Yes. It must adapt to mobiles, tablets, and desktops. Text, buttons, and links have to work without zooming in on the screen.

How many calls to action should an email have?

It depends on the format. A promotional campaign usually needs a primary action. A newsletter can include several links, although it must maintain a clear hierarchy.

Can I use the same template for all my contacts?

You can keep a common baseline, but it’s best to adapt the message for each segment. Change the subject line, the offer, or the blocks when needs differ.

How do I know if my email template is working?

Define a conversion and analyze deliveries, clicks, sales, registrations, replies, and unsubscribes. You can also compare versions with A/B tests and review click maps.

Can an email template be automated?

Yes. You can link it to a subscription, a date, or a contact’s action. This is how it’s used for welcome emails, follow-ups, drip campaigns, reactivations, and other sequences.

Which mistakes affect an email marketing template the most?

The most common failures are cluttering the design, hiding text inside images, and using unclear buttons. Broken links, a lack of testing, and poor segmentation will also hurt performance.

Do I need to know HTML to create an email template?

No. A visual editor lets you create and modify templates using blocks. HTML is useful if you need extra technical control, but it requires checking compatibility across different email clients.