[FAQ]

Hi,

I’m on the marketing team for a scale-up in Birmingham, and our email production process is becoming a bit of a nightmare. Every campaign feels like we’re reinventing the wheel, and it leads to a lot of inconsistencies in the final design.

I’ve been looking for ways to streamline our process and came across the concept of a ‘modular email template’. I’m not entirely clear on how this is different from a standard template. How does it work in practice, and how does it actually help a team build emails faster and more consistently?

Any insights would be a massive help. Cheers.

[Jeff Bullas]

That’s a very practical question for any growing team.

Short Answer: A modular email template is a master template built from a library of pre-coded, reusable content blocks (modules). It improves workflow by allowing non-technical users to quickly assemble consistent, on-brand emails by simply stacking these pre-approved blocks.

The key is to shift your thinking from building unique emails from scratch to assembling them from a set of high-quality, interchangeable parts.

Instead of a single, rigid template, a modular system is like a set of branded Lego bricks. You work with a developer to create a library of pre-designed and pre-coded modules, each serving a specific purpose. For example, you might have a module for a full-width hero image, a module for a two-column layout with an image and text, a module for a centered call-to-action button, and a module for a video thumbnail with a play icon.

The workflow improvement is immense. Your marketing team no longer needs to code or worry about design inconsistencies. To build a new campaign, they simply open the master template in your email service provider and start stacking the required modules. They can drag in a hero image module, then a text module for the introduction, then a video module to promote a new tutorial, and finally a button module. All the branding, such as fonts, colours, and spacing, is already locked into the code of each block. They just need to update the specific text and images for that campaign. This process is not only dramatically faster, but it also enforces brand consistency and eliminates the risk of someone accidentally breaking the email’s code.

Cheers, Jeff

[Author]

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