Email Template: Structure & Lifecycle
Overview
An email template is a reusable email design that defines the structure and content of your email communication. Instead of building emails from scratch each time, templates allow you to create a consistent layout once and reuse it across multiple campaigns.
Templates act as the foundation of the email workflow. They are created in the Email Builder, edited over time, and then selected when creating campaigns.
Understanding how templates are structured and how they move through their lifecycle helps ensure consistency, efficiency, and accuracy in your email operations.
Template structure
An email template is composed of two main layers:
- Layout structure
- Content and styling
The layout defines how the email is organized (sections and columns), while the content layer defines what is displayed (text, images, buttons, and other elements).
Templates are designed to be flexible, meaning both structure and content can be updated at any time.
Template lifecycle
Templates move through a simple lifecycle from creation to usage.
Draft state
When a template is first created, it is saved as a draft.
In this state:
- the template is fully editable
- it is not yet finalized
- it is still being designed or updated
Most templates remain in draft while layout and content are being built.
Editing and updates
Templates can be opened and edited at any time.
During editing:
- layout can be restructured
- content can be modified
- styles can be updated
Changes are saved directly to the template, allowing it to evolve over time.
Usage in campaigns
Once a template is ready, it can be selected during campaign creation.
At this stage:
- the template acts as the base design for the email
- its structure and content are reused within the campaign
This allows teams to maintain consistent communication without recreating designs.
Reusability and consistency
One of the main advantages of templates is reusability.
A single template can be:
- used across multiple campaigns
- updated centrally and reused again
- adapted for different purposes while keeping a consistent structure
This reduces repetitive work and ensures that all emails follow a consistent design system.
Why template lifecycle matters
Understanding the lifecycle of a template helps you:
- avoid using incomplete or unreviewed designs
- maintain consistency across campaigns
- update templates without disrupting past work
- manage email content more efficiently