An email template is the foundation on which all of a company's mailings are built. The environment of email clients is far more limited than the web, so simple single-column structures, an adequately large font size, and buttons created with text and colour instead of images tend to work best. It is essential that the message makes sense even without images loaded, since some clients block them – an email made up of a single large image then displays as a blank space, while also raising the risk of being classified as spam. A template should include a header identifying the sender, a clear footer with the company's address and an unsubscribe link, and display that has been handled properly in dark mode. Once prepared, a template is then used repeatedly, with only the content changing.
See also: Email rendering testing, Preference centre, Email Deliverability.
