Email Templates

Templates are reusable email designs that save you time when creating broadcasts, sequences, and automated emails. Instead of writing the same content repeatedly, create a template once and use it across your email marketing.

How Templates Work

Templates store your email content including:

• Label - An internal name to identify the template
• Subject line - The email subject recipients see
• Preview text - Text shown after the subject in inbox previews
• Body content - The email content itself

When you create a broadcast or sequence step, you can start from a template. The template’s content is copied to your new email, which you can then customize as needed.

Creating a Template

To create a template:

1. Navigate to Templates in the sidebar
2. Click New Template
3. Choose your editor type

Editor Types

Rich Text (Recommended for most users) - Simple visual editor with formatting toolbar - Bold, italic, underline, and strikethrough text - Links and images - Lists (bulleted and numbered) - Text alignment options

HTML (Advanced users) - Full HTML code editor - Complete control over email design - Syntax highlighting - Best for custom branded designs

Template Fields

Viewing a Template

Click any template to view its details and preview how it will appear in recipients’ inboxes.

The template detail page shows:

• Email preview - See how your email looks on desktop and mobile
• Quick Actions - Create a broadcast directly from this template
• Details - Creation and update timestamps
• API Usage - Endpoint and example code for API access

Using Templates

In Broadcasts

From the template detail page, click Create Broadcast to start a new broadcast pre-filled with the template’s content. You can also select a template when creating a new broadcast.

In Sequences

When adding an email step to a sequence, you can select a template to use as the starting content.

In Opt-In Forms

Templates can be used for: - Confirmation emails - Sent when subscribers confirm their subscription - Welcome emails - Sent after subscribers are confirmed

Personalization

Templates support Liquid variables for personalization:

Hi {{ subscriber.first_name | default: "there" }},

Thanks for subscribing to our newsletter!

Standard Variables

• {{ subscriber.email }} - Subscriber’s email address
• {{ subscriber.first_name }} - First name
• {{ subscriber.last_name }} - Last name
• {{ unsubscribe_url }} - Unsubscribe link

Custom Data Variables

If your subscribers have custom data stored as JSON (e.g. via the API), you can access those fields in templates using any of these equivalent syntax patterns:

{{ subscriber.data.my_field }}
{{ subscriber.custom_data.my_field }}
{{ data.my_field }}
{{ custom_data.my_field }}

All four forms are interchangeable. Use whichever reads most naturally in your template.

For example, if a subscriber has the custom data {"unsubscribe_token": "abc123"}, you could write:

<a href="https://example.com/unsubscribe/{{ subscriber.data.unsubscribe_token }}">Unsubscribe</a>

Confirmation Templates

Confirmation templates are a special type of template used for double opt-in subscriber confirmation emails. They have their own dedicated section in the sidebar under Templates > Confirmation.

Every channel automatically gets a default confirmation template when created. You can customize it or create additional confirmation templates for different use cases.

Accessing Confirmation Templates

Navigate to Templates in the sidebar, then click Confirmation in the navigation menu.

Creating a Confirmation Template

1. While on the confirmation templates page, click New Template in the sidebar
2. Check the Create as confirmation template checkbox in the format chooser
3. Choose Rich Text or HTML editor
4. Fill in the template fields

Confirmation Template Fields

Available Variables

Use these Liquid variables in your confirmation template body:

• {{ confirmation_url }} - The link subscribers click to confirm
• {{ email }} - Subscriber’s email address
• {{ first_name }} - Subscriber’s first name
• {{ last_name }} - Subscriber’s last name
• {{ name }} - Subscriber’s full name
• {{ unsubscribe_url }} - Unsubscribe link

Default Confirmation Template

Each channel can have one default confirmation template. This template is used when subscribers are created via the Subscribers API with double_opt_in: true and no specific template is specified.

Toggle the default switch on the confirmation templates index page to change which template is the default. Setting a new default automatically unsets the previous one.

Confirmation Page Text

The confirmation template controls the page subscribers see after clicking the confirmation link. You can customize the heading and body for any of the six page states (Confirmed, Already Confirmed, Link Expired, Link Not Found, Confirmation Failed, Generic Error) using the state-selector dropdown in the Confirmation Page Text section of the template editor sidebar.

You can preview the page in any state from the template’s detail page (Preview confirmation page) or from the editor sidebar (Preview page — opens the currently-selected state).

For full details, including how the page is reached from each subscriber-creation flow, redirect-URL behavior, and the resolution chain, see Confirmation Pages.

Managing Templates

Editing Templates

Click Edit on any template to modify its content. Changes to templates do not affect emails that were already created from them.

Note: If a template is used by sequences or opt-in forms, editing it will affect future emails sent by those features.

Deleting Templates

Templates can be deleted from the template detail page using the dropdown menu. However, you cannot delete a template that is:

• Used by sequence steps
• Used by opt-in forms (as confirmation or welcome email)

Remove the template from those features first before deleting.

Bulk Operations

Select multiple templates using the checkboxes to perform bulk delete operations.

API Access

Templates are accessible via the REST API. From any template’s detail page, you’ll find:

• The API endpoint for that template
• A cURL example
• The expected response format

See API Templates for full API documentation.

Best Practices

1. Use descriptive labels - Make it easy to find the right template later
2. Include preview text - Improves open rates by giving more context in inboxes
3. Test personalization - Send test emails to verify Liquid variables render correctly
4. Keep templates focused - Create separate templates for different purposes rather than one generic template
5. Review before using - Always preview templates before creating broadcasts