Templates and deliverability

Templates are reusable emails you design once and use in campaigns and automations. This guide shows you how to build and publish one, add personal details safely, and use the Deliverability page to check that your emails are likely to reach the inbox.

Before you begin

• Role: creating and editing templates needs Email edit access. Viewers can open the list but won't see New Template.
• Brand kit (recommended): set your logo, colors, and fonts under Email → Email settings first. New templates pick them up automatically.
• A sender: you'll need a connected account or managed sender to send a test. See Connect email accounts or Sending domains, sender addresses, and warm-up.

Where to find it

Open Email → Templates. The page is called Email Templates.

• Use Search templates... to find one by name.
• Filter by All, Draft, or Published.
• The table shows Name, Subject, Status, and Actions.
• Each row's actions menu has Edit, Publish or Unpublish, and Delete.

Only published templates can be picked in a campaign. A draft is for work in progress.

Create a template

1. Select New Template. A short setup opens with three steps: Type, Template, and Brand & preview.
2. Type: under What are you looking for?, choose the kind of email, such as Welcome, Newsletter, or Thank you. You can also pick Your industry (optional).
3. Template: pick a starter design. At any point you can instead choose Start blank, or Generate with AI to describe the email and let AI draft it.
   • If you use AI, fill in What does your business do?, Email type, Tone, Design style, Who is it for?, and What should this email say?, then select Generate. Always read and edit the result.
4. Brand & preview: pick a brand kit, create one with Create new brand, or choose Keep template design to keep the starter's colors.
5. Select Create my email. The editor opens with a saved draft.

Edit in the block editor

• At the top, name the template and write the Subject line….
• Drag blocks, such as text, images, and buttons, from Elements into the email. Select a block to change it.
• Use Undo and Redo if you make a mistake.
• Select Preview to see the email as a recipient would. Turn on Sample data to fill in example names and Dark to check dark mode. Select Exit preview to go back.
• To reuse a group of blocks, select them and choose Save as section. They appear later under My saved sections.
• Select Save often. The header shows Saving… and then Saved.

Send a test

1. Select Test.
2. In Send a test email, leave Send to as your own email, or enter another internal address.
3. Select Send. Check it on a phone and a computer, and in a dark-mode mail app if you can.

Publish

When the email is ready, select Publish. The status changes to Published, and the template can now be used in campaigns.

Personalize safely

You can add personal details using variables in double curly braces, such as {{first_name}} or {{company}}. In the editor, use Insert variable where it's offered.

• Test with a contact who has every field filled in, and one who is missing some.
• Write sentences that still read well if a field is empty. "Hi there," is better than "Hi ,".
• Don't add sensitive fields just because they're available.

Example: instead of Hi {{first_name}}, your {{plan}} renews soon, write Hi {{first_name}}, your plan renews soon. It still reads well if the plan name is missing.

Change a template safely

Campaigns take a copy (snapshot) of the template when you create them. Later edits to the template don't change a campaign unless you refresh its template while the campaign is still a draft. Before changing a template that's in use:

1. Check which campaigns and automations use it.
2. Make your change and send yourself a new test.
3. For a draft campaign, open it and select Refresh template if you want the update.

To delete a template, select Delete and confirm. This can't be undone.

Content checklist

• The sender name and reply-to address match your business.
• The subject line is accurate, not misleading.
• The first few lines explain why the person is getting this email.
• Every link works and uses your real domain.
• Images have alt text, and the email still makes sense if images don't load.
• The layout works on a narrow phone screen.
• Your business address and an unsubscribe option are included where required.
• No test text, placeholder links, or example addresses are left.

Check deliverability

Deliverability is how likely your emails are to reach the inbox rather than spam. Open Email → Deliverability. The Health tab shows:

• Sending safeguards – your sending approval, daily limit, and recent Hard bounces and Spam complaints. See Sending domains, sender addresses, and warm-up.
• Connected account health – whether each connected Google, Microsoft, or SMTP account is Connected or Needs attention. Select Manage connected accounts to fix one.
• Managed domain authentication – whether each sending domain is Verified or Needs verification. Select Manage sending domains to finish setup.

The Warm-up and Placement checks tabs help you grow volume safely and see where your emails land.

What helps emails reach the inbox

• Permission: only email people who agreed to hear from you. Never buy or scrape lists.
• Clean lists: remove bad addresses with Email Verifier before a big send.
• Authentication: set up SPF, DKIM, and DMARC for your domain. Managed sending gives you the records. For a connected account, your email provider handles this.
• Steady volume: start small and grow slowly.
• Low complaints: make unsubscribing easy and send what people signed up for.

Opens are approximate. Some mail apps load images automatically or block them, so open counts can be too high or too low.

If something goes wrong

FAQ

Do edits to a template change emails already sent?

No. Sent emails don't change. Campaigns keep their own snapshot unless you refresh it while they're drafts.

Can I use one template in several campaigns?

Yes. Each campaign takes its own snapshot of the published template.

Why is my open rate different from what I expected?

Privacy features in some mail apps load or block images, which changes open counts. Clicks and replies are more reliable signals.

Next step

Send your template to an audience: Email campaigns and automations.