
Build a reusable foundation
A template should reduce repeated work without turning every campaign into the same message.
- Name the template clearlyUse a purpose-led name such as Product update, Event invitation or Customer follow-up.
- Keep the structure modularSeparate header, message body, call to action and footer so content is easy to review.
- Use safe personalisationAdd only fields that exist in the selected contact data and provide sensible fallbacks.
- Check accessibilityUse readable contrast, descriptive link text and alternative text for meaningful images.
- Send a real testInspect rendering, links and variables in representative inboxes before reuse.
Maintain the library
Archive outdated designs, avoid near-duplicate templates and record when a template was last reviewed.
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A template is not a finished campaign
Audience, sender identity, subject line and compliance details must still be reviewed every time the template is used.
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