A template is the starting point for an email: your header, your colours, your footer, and the layout your campaigns use. Build a few good ones and every campaign starts on brand instead of from a blank page.
Templates and emails
| Template | |
|---|---|
| The reusable starting point. | One specific message, made from a template. |
| Changed rarely, by whoever owns the brand. | Written for each campaign. |
| Editing one does not rewrite emails already made from it. | Edited freely without affecting the template. |
A small set beats a big one
Most businesses need three: a newsletter, a single announcement, and a plain text-led one for the messages that should not look like marketing. Twenty templates means nobody knows which is current.
Working with them
- Duplicate an existing template to make a variant rather than starting again.
- Delete only what is genuinely dead — it is permanent.
- A tribe can have its own templates alongside the organisation's.
TEST A TEMPLATE PROPERLY ONCE
Send it to yourself and open it on a phone, in dark mode, and in Outlook before it becomes the basis of fifty campaigns. Problems found in a template are fixed once; problems found in fifty emails are not.