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Templates hold reusable email content. They cut production time, keep branding consistent, and make approval easier for recurring sends.

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Two kinds of template

Only organization templates can be attached to a campaign or referenced by an automation’s send_email step. The gallery is a browsing and starting-point surface.

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Attaching one

Attach an organization template to a campaign, or detach it to go back to standalone content. Template content has the lowest precedence at render time: content stored on the campaign wins over the template. So editing a campaign’s body effectively detaches it from the template, a template is a starting point, not a live link. Changing the template later won’t update campaigns already built from it.

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In-app templates

A template can hold in-app push content instead of email by setting its channel to inapp. These are what you reference from an in-app push templateId, and they support the same merge variables. An email template passed where an in-app template is expected is rejected, the channel must match.

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Worth templating

  • Product and protocol announcements
  • Governance and voting reminders
  • Re-engagement and win-back
  • Rewards, claim, and airdrop notices
  • Onboarding sequence starters

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Practices that hold up

Put | default:"…" on every optional merge variable in the template itself, so every campaign built from it inherits safe rendering rather than rediscovering RENDER_FIELD_MISSING at launch.
{{ profile.greetingName }} never renders blank, which makes a template safe for contacts with no name on file.
Templates get reused far past their original context. A single clear call to action survives that; a layout with four competing buttons doesn’t.
For a recurring send, duplicating the last campaign carries content, audience, and tracking settings forward and resets status to draft.
See the template builder for the full dynamic-tag reference: variables, filters, conditionals, loops, and click-to-tag.