{"id":92002,"date":"2026-09-09T14:49:50","date_gmt":"2026-09-09T14:49:50","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/email-template\/"},"modified":"2026-09-09T14:49:54","modified_gmt":"2026-09-09T14:49:54","slug":"email-template","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/email-template\/","title":{"rendered":"Email template"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Quick answer:<\/strong> 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.<\/p>\n<\/blockquote>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>However, a template shouldn&#8217;t turn all your messages into generic content identical to thousands of other emails.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\"><strong>They help you save work, organize your content, and make personalization easier.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">In this guide, you will find a basic structure and eight ready-to-adapt examples. <\/p>\n\n<p class=\"wp-block-paragraph\">Plus, you&#8217;ll see how to design, test, and improve your email marketing templates.<\/p>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<h2 class=\"wp-block-heading\">What is an email template and what is it for?<\/h2>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>This way, you save time.<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\">In email marketing, the template serves four main functions:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Reduces creation and review time.<\/li>\n\n\n\n<li>Maintains a consistent brand image.<\/li>\n\n\n\n<li>Facilitates responsive design for mobile devices.<\/li>\n\n\n\n<li>Makes it easier to compare results between similar versions.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">An email template also improves teamwork. Marketing, sales, and design can start from an approved baseline and apply common guidelines.<\/p>\n\n<p class=\"wp-block-paragraph\">This way, each team member can do their part without creating inconsistencies in the design.<\/p>\n\n<h2 class=\"wp-block-heading\">Types of email templates you can use<\/h2>\n\n<p class=\"wp-block-paragraph\">The choice depends on the goal of your message. A promotion needs a different structure than a purchase confirmation.<\/p>\n\n<p class=\"wp-block-paragraph\">These are the most common email templates:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Type of email template<\/th><th>Main goal<\/th><th>Common call to action<\/th><\/tr><\/thead><tbody><tr><td>Welcome users<\/td><td>Introduce the brand and guide<\/td><td>Discover, set up, or get started<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\">Newsletter<\/a><\/td><td>Inform and drive traffic<\/td><td>Read the full content<\/td><\/tr><tr><td>Promotion<\/td><td>Drive a purchase<\/td><td>Buy or view offer<\/td><\/tr><tr><td>Launch a product or service<\/td><td>Introduce something new<\/td><td>Discover the product<\/td><\/tr><tr><td>Lead nurturing<\/td><td>Resolve doubts and guide<\/td><td>View a guide or request info<\/td><\/tr><tr><td>Event<\/td><td>Get registrations or attendance<\/td><td>Save a spot<\/td><\/tr><tr><td>Reactivation<\/td><td>Recover inactive contacts<\/td><td>Update preferences<\/td><\/tr><tr><td>Transactional<\/td><td>Confirm an action<\/td><td>Check an order or account<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">You can also classify an email template by its format. It can be plain text, visual, or custom HTML.<\/p>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h2 class=\"wp-block-heading\">Structure of an effective email template<\/h2>\n\n<p class=\"wp-block-paragraph\">Following an established structure can help you reduce errors.<\/p>\n\n<p class=\"wp-block-paragraph\">It serves as a starting point to begin working on your <a href=\"https:\/\/mailrelay.com\/en\/glossary\/email-marketing-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">email marketing campaign<\/a>.<\/p>\n\n<h3 class=\"wp-block-heading\">1. Recognizable sender<\/h3>\n\n<p class=\"wp-block-paragraph\">Use a name the recipient can easily identify. It can be your brand, a person, or a combination of both.<\/p>\n\n<p class=\"wp-block-paragraph\">Also, send from a valid address on your domain. Avoid &#8220;noreply&#8221; accounts if you want to encourage replies and build trust.<\/p>\n\n<h3 class=\"wp-block-heading\">2. Specific subject line<\/h3>\n\n<p class=\"wp-block-paragraph\">Your subject line should anticipate the email&#8217;s value. Make sure it makes sense even outside the context of the campaign.<\/p>\n\n<p class=\"wp-block-paragraph\">A useful formula is: benefit + specific detail + reason to open.<\/p>\n\n<p class=\"wp-block-paragraph\">Example: &#8220;The guide to preparing your Christmas campaign in one afternoon&#8221;.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Complementary preheader<\/h3>\n\n<p class=\"wp-block-paragraph\">The preheader expands on the subject line in the inbox. Take advantage of this space to add information, not to repeat the same phrase.<\/p>\n\n<p class=\"wp-block-paragraph\">Example: &#8220;Includes a checklist and three promotion ideas&#8221;.<\/p>\n\n<h3 class=\"wp-block-heading\">4. Simple header<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\">A responsive email template needs a header that is readable on small screens. Also, double-check that your logo doesn&#8217;t take up too much space.<\/p>\n\n<h3 class=\"wp-block-heading\">5. Reader-oriented opening<\/h3>\n\n<p class=\"wp-block-paragraph\">Start with the need, context, or result your subscriber is looking for. Then, explain how they can achieve it.<\/p>\n\n<p class=\"wp-block-paragraph\">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&#8217;ll lose their attention and credibility.<\/p>\n\n<h3 class=\"wp-block-heading\">6. Easy-to-scan body<\/h3>\n\n<p class=\"wp-block-paragraph\">Break up your text with subtitles, lists, and short paragraphs. Also, place the most useful information first.<\/p>\n\n<p class=\"wp-block-paragraph\">Each block should develop a single idea. This helps anyone quickly scanning the message from their mobile phone.<\/p>\n\n<h3 class=\"wp-block-heading\">7. Clear call to action<\/h3>\n\n<p class=\"wp-block-paragraph\">The call to action indicates the next step. Use a precise verb and explain what will happen after they click.<\/p>\n\n<p class=\"wp-block-paragraph\">&#8220;View collection&#8221; communicates better than &#8220;Click here&#8221;. You can also add a short phrase to address any doubts.<\/p>\n\n<h3 class=\"wp-block-heading\">8. Email footer and unsubscribe option<\/h3>\n\n<p class=\"wp-block-paragraph\">Include the sender&#8217;s identity, necessary details, and a visible unsubscribe option. Also, add a link to update preferences when relevant.<\/p>\n\n<p class=\"wp-block-paragraph\">This block is part of any professional email marketing template. Therefore, don&#8217;t leave it for the final review.<\/p>\n\n<h2 class=\"wp-block-heading\">Master email template to copy and adapt<\/h2>\n\n<p class=\"wp-block-paragraph\">You can use this framework in a newsletter, a promotion, or an informational email:<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> [Main benefit or specific update]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> [Detail that expands on the subject line and sparks interest]<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">[Introduce the recipient&#8217;s situation or need in one or two sentences].<\/p>\n\n<p class=\"wp-block-paragraph\">[Explain your proposal, tip, or offer with specific information].<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>What will you find?<\/strong><\/p>\n\n<ul class=\"wp-block-list\">\n<li>[Benefit or key highlight 1]<\/li>\n\n\n\n<li>[Benefit or key highlight 2]<\/li>\n\n\n\n<li>[Benefit or key highlight 3]<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">[Button: verb + expected result]<\/p>\n\n<p class=\"wp-block-paragraph\">[Overcome an objection or add a practical detail].<\/p>\n\n<p class=\"wp-block-paragraph\">Best regards,<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and brand]<\/p>\n\n<p class=\"wp-block-paragraph\">[Sender details | preferences | unsubscribe]<\/p>\n\n<p class=\"wp-block-paragraph\">This email template follows a logical sequence: context, value, action, and trust. Adapt the weight of each block based on your goal.<\/p>\n\n<h2 class=\"wp-block-heading\">8 ready-to-use email template examples<\/h2>\n\n<p class=\"wp-block-paragraph\">The following texts work as a baseline. Personalize the promise, tone, and call to action before sending them out.<\/p>\n\n<h3 class=\"wp-block-heading\">Welcome email template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> Welcome to [brand]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> Here is what you&#8217;ll receive and how to get started.<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">Thanks for joining [brand]. From now on, you&#8217;ll receive [content type] on a [weekly\/monthly] basis.<\/p>\n\n<p class=\"wp-block-paragraph\">To get started, we&#8217;ve prepared [resource, perk, or next step]. It will help you [specific benefit].<\/p>\n\n<p class=\"wp-block-paragraph\">[Button: Get started now]<\/p>\n\n<p class=\"wp-block-paragraph\">If you have any questions, just reply to this email. We&#8217;ll be happy to help you.<\/p>\n\n<p class=\"wp-block-paragraph\">Best regards,<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and brand]<\/p>\n\n<p class=\"wp-block-paragraph\">This email template fits perfectly into a welcome automation. Plus, you can add a follow-up message highlighting key resources.<\/p>\n\n<h3 class=\"wp-block-heading\">Newsletter template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> [Main topic]: this week&#8217;s ideas<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> A brief selection to help you [result].<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">This week we analyze [topic] and bring together three ideas you can apply to your business.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>1. [Main content title]<\/strong><br\/>[Brief summary focused on the benefit].<br\/>[Link: Read the article]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>2. [Second content title]<\/strong><br\/>[Brief and practical summary].<br\/>[Link: View the resource]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Quick tip:<\/strong> [recommendation that adds value without requiring a click].<\/p>\n\n<p class=\"wp-block-paragraph\">Until next time,<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and brand]<\/p>\n\n<p class=\"wp-block-paragraph\">To expand on this structure, check out our guide on <a href=\"https:\/\/mailrelay.com\/en\/glossary\/newsletter\/\">what a newsletter is<\/a>.<\/p>\n\n<h3 class=\"wp-block-heading\">Promotional email template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> [Benefit] with a [discount or perk] until [date]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> Discover what the promotion includes and how to take advantage of it.<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">During [period], you can get [product or service] with [specific perk].<\/p>\n\n<p class=\"wp-block-paragraph\">This offer is designed to help you [result]. It includes [relevant feature] and [second feature].<\/p>\n\n<p class=\"wp-block-paragraph\">[Button: Claim the promotion]<\/p>\n\n<p class=\"wp-block-paragraph\">This offer ends on [date and time]. Check out the [relevant terms] here.<\/p>\n\n<p class=\"wp-block-paragraph\">Best regards,<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and brand]<\/p>\n\n<p class=\"wp-block-paragraph\">In this email template, the date must be real and visible. Avoid artificial urgency, as it can diminish trust.<\/p>\n\n<h3 class=\"wp-block-heading\">Launch email template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> [Product or service name] is here<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> Find out how it helps you [main benefit].<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">Today we are introducing [product], a solution built for [audience and need].<\/p>\n\n<p class=\"wp-block-paragraph\">With it, you&#8217;ll be able to:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>[Specific result 1]<\/li>\n\n\n\n<li>[Specific result 2]<\/li>\n\n\n\n<li>[Specific result 3]<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">[Button: Discover the launch]<\/p>\n\n<p class=\"wp-block-paragraph\">On the page, you&#8217;ll find [demo, pricing, info, or trial]. If you need help, simply reply to this email.<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and brand]<\/p>\n\n<p class=\"wp-block-paragraph\">This email template works best when you show the product in context. Explain its usefulness before listing features.<\/p>\n\n<h3 class=\"wp-block-heading\">B2B lead nurturing template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> A simple way to improve [process]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> Three criteria for making a less risky decision.<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">Choosing [solution] often raises questions about [common objection]. That&#8217;s why we&#8217;ve outlined the most influential criteria.<\/p>\n\n<p class=\"wp-block-paragraph\">Before making a decision, review:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>[Criterion 1]<\/li>\n\n\n\n<li>[Criterion 2]<\/li>\n\n\n\n<li>[Criterion 3]<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Our guide includes examples and a checklist for your team.<\/p>\n\n<p class=\"wp-block-paragraph\">[Button: Check out the guide]<\/p>\n\n<p class=\"wp-block-paragraph\">Want to discuss your specific case? Reply to this email and let us know what you need.<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and job title]<\/p>\n\n<p class=\"wp-block-paragraph\">You can customize this email template based on industry, company size, or decision stage.<\/p>\n\n<h3 class=\"wp-block-heading\">Event invitation template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> Invitation: [event] on [date]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> Save your spot and discover the agenda.<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">On [date], we&#8217;ll be hosting [event] to help you [main result].<\/p>\n\n<p class=\"wp-block-paragraph\">During [duration], we&#8217;ll cover:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>[Topic 1]<\/li>\n\n\n\n<li>[Topic 2]<\/li>\n\n\n\n<li>[Topic 3]<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\"><strong>Date:<\/strong> [day and time]<br\/><strong>Location:<\/strong> [address or platform]<br\/><strong>Price:<\/strong> [free or amount]<\/p>\n\n<p class=\"wp-block-paragraph\">[Button: Save my spot]<\/p>\n\n<p class=\"wp-block-paragraph\">Spots are [limited\/open until date]. After registering, you&#8217;ll receive confirmation and access details.<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and brand]<\/p>\n\n<h3 class=\"wp-block-heading\">Reactivation email template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> Do you want to keep receiving our emails?<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> Update your preferences in under a minute.<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s been a while since you interacted with our messages. We only want to send you content that you find useful.<\/p>\n\n<p class=\"wp-block-paragraph\">You can choose what you&#8217;d like to receive or let us know if you prefer to leave the list.<\/p>\n\n<p class=\"wp-block-paragraph\">[Button: Update my preferences]<\/p>\n\n<p class=\"wp-block-paragraph\">If you don&#8217;t want to receive any more emails, you can unsubscribe via the link below.<\/p>\n\n<p class=\"wp-block-paragraph\">Thank you for your time,<\/p>\n\n<p class=\"wp-block-paragraph\">[Name and brand]<\/p>\n\n<p class=\"wp-block-paragraph\">This email template must respect the contact&#8217;s decision. Also, it&#8217;s best to stop sending to profiles showing no ongoing interest.<\/p>\n\n<h3 class=\"wp-block-heading\">Transactional email template<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Subject line:<\/strong> We have received your order [number]<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Preheader:<\/strong> View the summary and next steps.<\/p>\n\n<p class=\"wp-block-paragraph\">Hi, [name]:<\/p>\n\n<p class=\"wp-block-paragraph\">Your order has been successfully processed. Here is the main information:<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Number:<\/strong> [reference]<br\/><strong>Date:<\/strong> [date]<br\/><strong>Amount:<\/strong> [amount]<br\/><strong>Estimated delivery:<\/strong> [date or timeframe]<\/p>\n\n<p class=\"wp-block-paragraph\">[Button: Check my order]<\/p>\n\n<p class=\"wp-block-paragraph\">If you spot an error, contact our team on [support channel].<\/p>\n\n<p class=\"wp-block-paragraph\">Thank you for trusting [brand].<\/p>\n\n<p class=\"wp-block-paragraph\">A transactional email template should prioritize clarity and trust. Keep operational information front and center, above any promotions.<\/p>\n\n<h2 class=\"wp-block-heading\">How to choose the best email template<\/h2>\n\n<p class=\"wp-block-paragraph\">Start with the action you want to achieve. Then, choose the minimum content that will help the reader make that decision.<\/p>\n\n<p class=\"wp-block-paragraph\">Ask yourself these questions before selecting an email template:<\/p>\n\n<ol class=\"wp-block-list\">\n<li>Who will receive the message?<\/li>\n\n\n\n<li>What do they already know about the topic?<\/li>\n\n\n\n<li>What is their current need?<\/li>\n\n\n\n<li>What action should they take?<\/li>\n\n\n\n<li>What doubts might prevent that action?<\/li>\n\n\n\n<li>What data will measure the result?<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">A visual template can help in e-commerce, events, or launches. Conversely, a simple format usually fits best for personal and B2B communications.<\/p>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h2 class=\"wp-block-heading\">How to create an email template in Mailrelay<\/h2>\n\n<p class=\"wp-block-paragraph\">In <a href=\"https:\/\/mailrelay.com\/en\/\">Mailrelay<\/a>, 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.<\/p>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\">Before sending, personalize your content with custom fields for your contacts. Also, use <a href=\"https:\/\/mailrelay.com\/en\/glossary\/segmentation-in-email-marketing\/\">email marketing segmentation<\/a> to show a more relevant offer.<\/p>\n\n<p class=\"wp-block-paragraph\">Our editor includes AI copywriting features. This way, you can brainstorm ideas or speed up a first draft, though it&#8217;s always wise to check the tone and accuracy.<\/p>\n\n<p class=\"wp-block-paragraph\">In addition, we offer essential automations for welcome emails, drip campaigns, and autoresponders. An email template can thus become part of a continuous workflow.<\/p>\n\n<p class=\"wp-block-paragraph\">After sending, check out the real-time reports and click maps. This data shows you which blocks attract attention and which ones need adjustments.<\/p>\n\n<p class=\"wp-block-paragraph\">You can run A\/B tests to compare subject lines or other variations. To interpret the overall results, check out our guide on <a href=\"https:\/\/mailrelay.com\/en\/email-marketing\/\">what email marketing is<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">Mailrelay&#8217;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.<\/p>\n\n<h2 class=\"wp-block-heading\">Responsive design for email marketing templates<\/h2>\n\n<p class=\"wp-block-paragraph\">A responsive email template adjusts its content to fit different screens. The text must be readable and the buttons clickable without zooming in.<\/p>\n\n<p class=\"wp-block-paragraph\">These practices improve the experience:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Use a single column for the main content.<\/li>\n\n\n\n<li>Place the most important information right at the beginning.<\/li>\n\n\n\n<li>Choose a readable text size.<\/li>\n\n\n\n<li>Leave enough space around each button.<\/li>\n\n\n\n<li>Compress images before uploading them.<\/li>\n\n\n\n<li>Add alt text to your images.<\/li>\n\n\n\n<li>Avoid conveying information solely through an image.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<p class=\"wp-block-paragraph\">Finally, send test emails to different accounts and devices. Double-check your links, buttons, variables, images, and legal footer.<\/p>\n\n<h2 class=\"wp-block-heading\">Personalizing an email template<\/h2>\n\n<p class=\"wp-block-paragraph\">Personalization goes beyond just inserting a name. You can tailor the offer, content, and call to action for each segment.<\/p>\n\n<p class=\"wp-block-paragraph\">For example, a store might recommend categories related to past purchases. A B2B company could send different case studies depending on the contact&#8217;s industry.<\/p>\n\n<p class=\"wp-block-paragraph\">Only collect data that you can use responsibly. Also, explain what messages the person will receive upon subscribing.<\/p>\n\n<p class=\"wp-block-paragraph\">An email template must clearly show which elements change. Use placeholders like [name], [product], [date], or [benefit] during setup.<\/p>\n\n<p class=\"wp-block-paragraph\">Before sending, check what happens if data is missing. Define fallback values to avoid incomplete greetings or awkward phrasing.<\/p>\n\n<h2 class=\"wp-block-heading\">Mistakes you should avoid in your email templates<\/h2>\n\n<p class=\"wp-block-paragraph\">A reusable template can also repeat mistakes. That&#8217;s why you should periodically review both its content and design.<\/p>\n\n<h3 class=\"wp-block-heading\">Adding too many calls to action<\/h3>\n\n<p class=\"wp-block-paragraph\">Multiple links can coexist in a newsletter. However, a promotion works best with one recognizable main action.<\/p>\n\n<h3 class=\"wp-block-heading\">Designing the email like a website<\/h3>\n\n<p class=\"wp-block-paragraph\">Email has technical limitations and is scanned quickly. Cut down on menus, columns, and distracting decorative elements.<\/p>\n\n<h3 class=\"wp-block-heading\">Always sending the same email template<\/h3>\n\n<p class=\"wp-block-paragraph\">Consistency doesn&#8217;t require rigidity. Adjust the structure based on the intent, segment, and the customer&#8217;s journey.<\/p>\n\n<h3 class=\"wp-block-heading\">Hiding important information in images<\/h3>\n\n<p class=\"wp-block-paragraph\">Some clients block images by default. Include the proposal, date, and main call to action as actual text.<\/p>\n\n<h3 class=\"wp-block-heading\">Forgetting about deliverability<\/h3>\n\n<p class=\"wp-block-paragraph\">Design doesn&#8217;t make up for an unpermissioned list or bad sender reputation. Keep your database clean and authenticate your domain.<\/p>\n\n<p class=\"wp-block-paragraph\">Check out our tips on <a href=\"https:\/\/mailrelay.com\/en\/blog\/2026\/01\/07\/how-to-achieve-the-best-email-marketing-deliverability-with-mailrelay\/\">email marketing deliverability<\/a> to strengthen this area.<\/p>\n\n<h3 class=\"wp-block-heading\">Not checking links and variables<\/h3>\n\n<p class=\"wp-block-paragraph\">Send a test and click through all the links. Also check names, prices, dates, discounts, and conditions.<\/p>\n\n<h2 class=\"wp-block-heading\">How to measure and improve an email template<\/h2>\n\n<p class=\"wp-block-paragraph\">Tie each metric to the campaign&#8217;s goal. An open indicates initial interest, while a click shows intent regarding the content.<\/p>\n\n<p class=\"wp-block-paragraph\">Review these metrics, among others:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>Deliveries and bounces.<\/li>\n\n\n\n<li>Clicks on links and buttons.<\/li>\n\n\n\n<li>Conversions linked to the campaign.<\/li>\n\n\n\n<li>Unsubscribes and spam complaints.<\/li>\n\n\n\n<li>Direct replies.<\/li>\n\n\n\n<li>Performance of each segment.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Click maps help you evaluate the visual hierarchy. If a secondary link gets more attention, maybe the main proposal doesn&#8217;t stand out enough.<\/p>\n\n<p class=\"wp-block-paragraph\">Run A\/B tests with a single relevant variable. You can compare two subject lines, two button texts, or two openings.<\/p>\n\n<p class=\"wp-block-paragraph\">Afterward, document your learnings in your email template. This way, every new campaign will start from a more effective baseline.<\/p>\n\n<h2 class=\"wp-block-heading\">Checklist before sending your email template<\/h2>\n\n<p class=\"wp-block-paragraph\">Use this final review to reduce errors:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>The sender is easily recognizable.<\/li>\n\n\n\n<li>The subject line and preheader complement each other.<\/li>\n\n\n\n<li>The message has a primary goal.<\/li>\n\n\n\n<li>Personalized data displays correctly.<\/li>\n\n\n\n<li>The content is understandable without images.<\/li>\n\n\n\n<li>Buttons clearly describe the action.<\/li>\n\n\n\n<li>All links work properly.<\/li>\n\n\n\n<li>The design is fully responsive on mobile.<\/li>\n\n\n\n<li>The plain text version is available.<\/li>\n\n\n\n<li>The footer identifies the sender.<\/li>\n\n\n\n<li>The unsubscribe option is highly visible.<\/li>\n\n\n\n<li>The segment has given permission to receive the email.<\/li>\n\n\n\n<li>The campaign has defined metrics.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">An effective email template simplifies the process, but review is still necessary. Set aside a few minutes to check the complete recipient experience.<\/p>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about email templates<\/h2>\n\n<h3 class=\"wp-block-heading\">What should an email template include?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h3 class=\"wp-block-heading\">How to make a professional email template?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h3 class=\"wp-block-heading\">Where can I create free email templates?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h3 class=\"wp-block-heading\">What&#8217;s the difference between an HTML and a plain text template?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h3 class=\"wp-block-heading\">Must an email template be responsive?<\/h3>\n\n<p class=\"wp-block-paragraph\">Yes. It must adapt to mobiles, tablets, and desktops. Text, buttons, and links have to work without zooming in on the screen.<\/p>\n\n<h3 class=\"wp-block-heading\">How many calls to action should an email have?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h3 class=\"wp-block-heading\">Can I use the same template for all my contacts?<\/h3>\n\n<p class=\"wp-block-paragraph\">You can keep a common baseline, but it&#8217;s best to adapt the message for each segment. Change the subject line, the offer, or the blocks when needs differ.<\/p>\n\n<h3 class=\"wp-block-heading\">How do I know if my email template is working?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h3 class=\"wp-block-heading\">Can an email template be automated?<\/h3>\n\n<p class=\"wp-block-paragraph\">Yes. You can link it to a subscription, a date, or a contact&#8217;s action. This is how it&#8217;s used for welcome emails, follow-ups, drip campaigns, reactivations, and other sequences.<\/p>\n\n<h3 class=\"wp-block-heading\">Which mistakes affect an email marketing template the most?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n<h3 class=\"wp-block-heading\">Do I need to know HTML to create an email template?<\/h3>\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n","protected":false},"template":"","class_list":["post-92002","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email template: guide, structure, and 8 examples for your campaigns<\/title>\n<meta name=\"description\" content=\"Learn how to create an effective, responsive, and easy-to-adapt email template. 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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&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/92002","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":1,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/92002\/revisions"}],"predecessor-version":[{"id":92003,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/92002\/revisions\/92003"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/media?parent=92002"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}