Docs Guides

Creating Templates

Best practices for creating reusable email templates.

Overview

Templates are reusable email designs. Create them once, then send with different variables and recipients.

Template Structure

A good template has:

  1. Header - Logo, preheader
  2. Body - Main content
  3. Footer - Links, address, unsubscribe

Creating a New Template

  1. Open your project
  2. Click New Template
  3. Name it descriptively (e.g., “Welcome Email”, “Order Confirmation”)
  4. Start building in the visual editor

Template Types

Transactional

Triggered by user actions:

  • Welcome emails
  • Password resets
  • Order confirmations
  • Shipping notifications

Tips:

  • Keep them concise
  • Focus on the action needed
  • Include relevant details only

Notification

System alerts and updates:

  • New comment notifications
  • Weekly digests
  • Account alerts

Tips:

  • Clear, scannable format
  • Direct links to the content
  • Unsubscribe option for digests

Marketing (use carefully)

Promotional content:

  • Product announcements
  • Newsletters

Tips:

  • Ensure proper consent
  • Include unsubscribe
  • Follow email regulations (CAN-SPAM, GDPR)

Layout Best Practices

Single Column

Works best for most emails:

┌─────────────────────────┐
│        Header           │
├─────────────────────────┤
│                         │
│     Main Content        │
│                         │
├─────────────────────────┤
│        Footer           │
└─────────────────────────┘

Two Column (use sparingly)

For side-by-side content:

┌─────────────────────────┐
│        Header           │
├────────────┬────────────┤
│   Image    │   Text     │
├────────────┴────────────┤
│        Footer           │
└─────────────────────────┘

Note: Columns stack on mobile.

Content Guidelines

Subject Lines

  • Keep under 50 characters
  • Front-load important info
  • Use variables for personalization
  • Avoid spam triggers (ALL CAPS, !!!, free)

Preheader Text

The preview text in email clients:

  • 40-100 characters
  • Complements subject line
  • Don’t repeat the subject

Body Copy

  • Short paragraphs (2-3 sentences)
  • One main CTA per email
  • Scannable with headers
  • White space for readability

Images

  • Max width: 600px
  • Always include alt text
  • Host on reliable CDN
  • Optimize file size

Buttons

  • Clear action text (“View Order”, not “Click Here”)
  • Contrasting color
  • Large enough to tap (44px minimum height)
  • Single primary CTA

Making Templates Reusable

Use Variables Liberally

Instead of:

Hi John, your order #12345 shipped!

Use:

Hi {{firstName|there}}, your order #{{orderNumber}} shipped!

Smart Defaults

{{companyName|Our Team}}
{{supportEmail|support@example.com}}

Conditional Sections

Use variables for optional content:

{{promoSection|}}

Pass HTML when you want it shown, or nothing to hide it.

Organizing Templates

Naming Convention

Use consistent naming:

  • welcome-user
  • order-confirmation
  • password-reset
  • weekly-digest

Projects

Group related templates:

  • User Lifecycle - Welcome, onboarding, winback
  • Transactional - Orders, shipping, refunds
  • Notifications - Comments, mentions, alerts

Exporting Templates

Export for use outside mailshit:

  1. Open the template
  2. Click Export
  3. Download production-ready HTML with inline styles

Testing Before Launch

  1. Preview all screen sizes
  2. Send test to yourself
  3. Check on different email clients:
    • Gmail
    • Apple Mail
    • Outlook
  4. Verify all links work
  5. Test with and without images
  6. Review variable defaults